👀 The schema implementation requires individual eCommerce site releases. Site updates are being rolled out over the next couple of weeks.
What is a website schema?
Schema, also known as structured data, is information added behind the scenes of your website to help search engines such as Google understand your business, products, services and website pages.
For example, schema helps search engines understand:
What products you sell, including their prices and availability.
Where your stores are located and their opening hours.
Which products are available in different colours and sizes.
What services your business offers.
How your website's categories and pages are organised.
Your business's returns policy.
Why is a schema important?
By providing clear information to search engines, schema can make your website eligible for enhanced search results, such as product prices, availability and business information appearing directly in Google.
Schema is built into your Celerant ONE eCommerce website. Most of it is generated automatically using information already held in your Back Office, so no coding or technical knowledge is required. By keeping your business information, products, services, store details and returns policies accurate in your Back Office, you can provide search engines with useful, structured information about your website without needing to manage any code.
Website and page information schema (WebSite and WebPage)
What does it do?
Helps search engines recognise your website and understand individual pages, including their titles, descriptions and purpose.
How is it set up?
The schema is generated automatically using information available in your Back Office. Navigate to Online Store > Online Setup > Website Information to manage your general website information including your Open Graph image, often referred to as a featured image on social media. These details are included in the WebPage schema on your home page.
WebPage schema names and descriptions are managed from individual Page Titles and SEO meta descriptions managed under Online Store > Site Structure.
Returns policies schema (MerchantReturnPolicy)
What does it do?
Helps search engines understand your business's returns policy. This can include whether returns are permitted, how long customers have to return products, which return methods are accepted and whether customers are responsible for return fees.
Google may use this information within product listings and other shopping-related search results. This forms part of your WebSite schema.
How is it set up?
Navigate to Online Store > Online Setup > Delivery and Returns Synopsis.
You can configure:
Country policy: Select the countries covered by your policy. You can configure different return conditions for different countries.
Return policy: Choose whether returns are accepted within a specified period, have an unlimited return window or are not permitted.
Return window: If returns are accepted within a set period, enter the number of days customers have to return items.
Return method: Choose whether customers can return products in-store, by mail or both.
Return fees: Specify whether returns are free or the customer is responsible for return fees.
The website uses these settings to generate the appropriate returns policy information. Ensure that your published returns policy accurately reflects the conditions you configure.
Business information schema (Organization)
What does it do?
Helps search engines identify your business and understand important details such as your business name and website address. It also helps connect information about your business across different website pages. This forms part of your WebSite schema.
How is it set up?
Organization is generated automatically using information available in your Back Office. Ensure your Business Name is accurate under Settings > My account.
Physical stores schema (Store, BikeStore and other store types)
What does it do?
Helps search engines understand your physical retail locations, including where they are, when they're open and what type of business you operate.
For example, a bicycle shop can identify itself as a Bike Store, while a clothing retailer can identify itself as a Clothing Store.
This information can help Google provide more useful business details in relevant local searches. The Store schema is referenced on all pages of your website.
How is it set up?
Store schema is generated automatically using information available in your Back Office. Keep your store information up to date. The content managed information is located under Settings > Stores.
You can manage:
Store type: Select the type of business that best describes your store, such as Bike Store, Sporting Goods Store, Clothing Store or Garden Store. The default is Store (a generic catch all).
Location: Maintain your store's address and, where available, its latitude, longitude and Google Maps URL. The editable latitude and longitude are automatically populated based on your address details if accurate. You can manually find your latitude, longitude and Google Maps URL by searching for your store on Google Maps.
Opening hours: Select your opening days and times, including different hours for different days.
Contact points: Add contact information for departments such as Customer Service, Sales, Technical Support and Workshop.
Each contact point has its own telephone number and email address. If you operate multiple physical stores, you can maintain the information for each location separately.
The store information is used to populate the store address and contact details on your website footer and contact page including the map. If you can’t see all locations, ensure all stores are selected on the Contact page under Online setup > Site structure.
About page schema (AboutPage)
What does it do?
Helps search engines identify your website’s About page, that describes your company, its background and its story.
How is it set up?
AboutPage schema is generated automatically using information available on the About page created under Online Store > Site Structure. The AboutPage schema provides context on which URL is the about page on your website and used the Page title and SEO meta description as the name and description in the schema.
The AboutPage schema references WebSite to provide an overview of the business.
The Store schema is also available on the about page.
Contact page schema (ContactPage)
What does it do?
Helps search engines identify your website's Contact page, that describes your location and how to contact you.
How is it set up?
ContactPage schema is generated automatically using information available on the Contact page created under Online Store > Site Structure. The ContactPage schema provides context on which URL is the contact page on your website and used the Page title and SEO meta description as the name and description in the schema.
The ContactPage schema references WebSite to provide an overview of the business. The Store schema is also available on the contact page. The Store schema provides all information relating to your store address, opening hours and contact details.
Collection and Brand pages schema (CollectionPage > ItemList)
What does it do?
Helps search engines recognise pages that organise related categories or collections.
For example, a Cycling Clothing collection page might link customers to Cycling Jerseys, Cycling Gloves, Cycling Shorts and Cycling Jackets.
CollectionPage schema helps search engines understand how these categories are grouped together.
How is it set up?
CollectionPage with type of ItemList is generated automatically from the Collection and Brand pages created under Online Store > Site Structure. The Page Title and URL are included in the ItemList > ListItem.
Product list page schema (CollectionPage > ItemList)
What does it do?
Helps search engines understand the individual products displayed together on a product listing page.
For example, a Cycling Glasses & Sunglasses page might display multiple products from different brands.
CollectionPage schema identifies the products included in the listing and their positions within it.
How is it set up?
CollectionPage with type of ItemList is generated automatically from the Product list page created under Online Store > Site Structure. The Page Title and URL are included in the ItemList > ListItem.
Page breadcrumbs (BreadcrumbList)
What does it do?
Helps search engines understand the relationship between pages and where an individual page sits within your website.
For example:
Home > Cycling Clothing > Cycling Jerseys > Long Sleeve Jerseys
Google may use this information to display a clearer navigation path within search results. The BreadcrumbList is referenced within the relevant page schema.
How is it set up?
Breadcrumb information is generated automatically from your website's page and category hierarchy setup under Online Store > Site Structure.
Individual product schema (ItemPage)
What does it do?
Helps search engines understand the products available to purchase on your website. Google may use this information in addition to your Google Merchant Center feed to enhance product-related search and shopping results, displaying details such as price and stock availability.
How is it set up?
ItemPage schema is generated automatically using the product details added in the Back Office. The ItemPage schema reference WebSite and BreadcrumbList but importantly the ProductGroup, Product and Offer types using the Back Office product:
Name
Summary
Image
Brand
Price
Condition
Stock availability
SKU
MPN (model number)
GTIN
Variants - Creating one product with multiple size and colour variants rather than separate products helps search engines understand products available in different variations. This is known as a ProductGroup in the schema.
Changes to product information are reflected in the structured data generated by your website and your Google Merchant Center feed so it’s important to keep this detailed and accurate.
Services schema (Service)
What does it do?
Helps search engines understand the services your business offers.
For example, a bicycle retailer might offer bike servicing, puncture repairs, safety checks or professional bike fitting.
The schema can provide information about the type of service, who it is intended for, where it is available and how much it costs.
How is it set up?
Service information is generated from the Service page created under Online Store > Site Structure. For this page type, specify the individual fields required for the Schema under the Schema heading. This information is for the schema only and not visible on the website. The name and description generated in the schema is based on the Page Title and SEO meta description. You’ll still need to add content for your website on this page.
👀Existing service page - If you already have a service page setup, you will need to recreate this as a Service page type. Current service pages are using the Blank page type where a service specific schema can’t be referenced.
In the dedicated Schema section, complete the following fields:
Service type: The general type of service, such as Bike Servicing.
Audience: Who the service is intended for, such as Cyclists.
Area served: Select Country, City/Town or County/State and enter the relevant location.
Service name: Enter the name of the individual service.
Service price: Enter the price charged for the service.
You can add multiple individual services with different prices to the same page.
For example, one Bike Servicing page could contain a Basic Service for £45, a Full Service for £85 and a Premium Service for £120.
The website automatically generates service schema using the information provided.
If a Contact Point of type Workshop is added on the Settings > Stores page. The information will be displayed on the Service schema as it is more relevant on this schema.
How to check your website's schema
You can check the schema generated by your website using the free Schema Markup Validator.
Choose Fetch URL.
Enter the full URL of the page you want to test.
Run the validation.
Review the schema types found and any errors or warnings.
Different pages will contain different schema types depending on their purpose.
For example, a product page will contain product-related information, whereas a Service page will contain information about the services you offer.
What if I see an error or warning?
Check that the relevant information in your Back Office is accurate and complete.
Warnings may relate to optional information, while errors may indicate information that needs correcting.
If you need assistance, contact our support team and provide the page URL and the error or warning displayed.
Frequently asked questions
Do I need technical knowledge to manage schema?
No. Celerant ONE automatically generates the schema from the information entered in your Back Office.
Do I need to configure schema for every product?
No. Product and variant information is generated automatically from your product records.
Will schema automatically improve my Google rankings?
Schema helps search engines better understand your website and can make certain information eligible for enhanced search results. However, it does not guarantee higher rankings or that Google will display enhanced results.
Do I need to update schema when my business information changes?
You only need to update the relevant information in your Back Office. Your website uses these settings when generating its schema.
Can I have different returns policies for different countries?
Yes. Your Delivery and Returns Synopsis allows you to configure different policy conditions for the countries you serve.