When it comes to showing your content on a Search Engine Results Page (SERP), it helps to write in a language that search engines can understand. You can have high-quality content on your website, but if Google cannot understand the relevance of the content, your data might not show as often as possible. A way to avoid Google misinterpreting your data is to structure it in a way that not only makes sense to humans but also to the search engine. This is where structured data comes into play. And one of the most popular structured data “languages” is Schema.
Schema was developed between Google, Bing, Yandex, and Yahoo in order to help search engines better understand the data on your website and how best to represent that data on the SERP. Think of Schema as a language that search engines can understand and interpret.
While Schema is important for your SEO results, as well as allowing you to show Rich Snippets on the SERP, what we are talking about today is the impact structured data has on Google Merchant Center and Microsoft Merchant Center. When you submit a product to Merchant Center in a feed, Google and Microsoft don’t just take your word for it – they will check certain attributes of the feed like condition (new or used), price, and availability (preorder, in stock, or out of stock) against what’s showing on the website.
This serves the purpose of making sure that people only see in-stock items and that they aren’t being shown one price in shopping ads or free...
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