编写高质量的产品结构化数据（Product Schema）提升网站SEO表现

在现代电商网站的 SEO 优化中，结构化数据（Structured Data） 已成为让搜索引擎正确理解网页内容的关键工具。通过在产品页中添加符合 Schema.org 标准的 JSON-LD 结构化数据，我们可以帮助搜索引擎识别页面中的产品名称、价格、库存、品牌、配送和退货等信息，从而获得更丰富的搜索展示效果，如价格标注、评论星级和库存状态等。

一、结构化数据的整体组成

一个标准的产品页面结构化数据，通常由三个主要对象组成：

WebPage（网页信息）：描述页面本身的基础属性，如标题、URL、语言、面包屑路径。
Product（产品信息）：描述产品的主要信息，如名称、品牌、描述、图片、SKU 等。
Offer（销售信息）：定义该产品的报价、价格、库存状态、运费、退货政策等。

二、完整结构化数据

{
  "@context": "https://schema.org/",
  "@graph": [
    {
      "@type": "WebPage",
      "@id": "https://www.example.com/product/sample.html#webpage",
      "url": "https://www.example.com/product/sample.html",
      "name": "Example page",
      "inLanguage": "ja",
      "description": "This is description",
      "about": {
        "@type": "Organization",
        "@id": "https://www.example.com/#identity",
        "name": "Example Store",
        "url": "https://www.example.com"
      },
      "isPartOf": {
        "@type": "WebSite",
        "@id": "https://www.example.com/#website"
      },
      "breadcrumb": {
        "@type": "BreadcrumbList",
        "@id": "https://www.example.com/product/sample.html#breadcrumb",
        "itemListElement": [
          {
            "@type": "ListItem",
            "position": 1,
            "name": "Home",
            "item": "https://www.example.com"
          },
          {
            "@type": "ListItem",
            "position": 2,
            "name": "Silicone Series",
            "item": "https://www.example.com/collections/silicone"
          },
          {
            "@type": "ListItem",
            "position": 3,
            "name": "Sample Product",
            "item": "https://www.example.com/product/sample.html"
          }
        ]
      }
    },
    {
      "@type": "Product",
      "@id": "https://www.example.com/product/sample.html#product",
      "name": "Example page",
      "image": "https://www.example.com/images/products/sample.webp",
      "url": "https://www.example.com/product/sample.html",
      "description": "this is description",
      "sku": "SP-001",
      "mpn": "SP-001",
      "brand": {
        "@type": "Brand",
        "name": "ExampleBrand"
      },
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.8",
        "bestRating": "5",
        "reviewCount": "2"
      },
      "review":[
         {
               "@type": "Review",
               "reviewRating": {
                   "@type": "Rating",
                   "ratingValue":"5"
               },
               "author":{
                   "@type": "Person",
                   "name": "John Doe"
               },
               "reviewBody":"Wow. it is very good."
           },
           {   
               "@type": "Review",
               "reviewRating": {
                   "@type": "Rating",
                   "ratingValue":"5"
               },
               "author":{
                   "@type": "Person",
                   "name": "John Doe"
               },
               "reviewBody":"Wow. how are you?"
           }
       ],
      "offers": {
        "@type": "Offer",
        "@id": "https://www.example.com/product/sample.html#offer",
        "price": "2779.00",
        "priceCurrency": "JPY",
        "priceValidUntil": "2026-12-31",
        "priceSpecification": {
          "@type": "UnitPriceSpecification",
          "priceType": "http://schema.org/StrikethroughPrice",
          "price": "3970.00",
          "priceCurrency": "JPY",
          "valueAddedTaxIncluded": "true"
        },
        "inventoryLevel": {
          "@type": "QuantitativeValue",
          "value": 999
        },
        "availability": "https://schema.org/InStock",
        "itemCondition": "https://schema.org/NewCondition",
        "seller": {
          "@type": "Organization",
          "name": "Example Store",
          "url": "https://www.example.com"
        },
        "shippingDetails": {
          "@type": "OfferShippingDetails",
          "shippingRate": {
            "@type": "MonetaryAmount",
            "value": 0,
            "currency": "JPY"
          },
          "shippingDestination": {
            "@type": "DefinedRegion",
            "addressCountry": ["JP"]
          },
          "deliveryTime": {
            "@type": "ShippingDeliveryTime",
            "handlingTime": {
              "@type": "QuantitativeValue",
              "minValue": 5,
              "maxValue": 7,
              "unitCode": "d"
            },
            "transitTime": {
              "@type": "QuantitativeValue",
              "minValue": 25,
              "maxValue": 40,
              "unitCode": "d"
            }
          }
        },
        "hasMerchantReturnPolicy": {
          "@type": "MerchantReturnPolicy",
          "applicableCountry": ["JP"],
          "merchantReturnDays": 2,
          "returnMethod": "https://schema.org/ReturnByMail",
          "returnFees": "https://schema.org/ReturnFeesCustomerResponsibility",
          "refundType": "https://schema.org/ExchangeRefund"
        }
      }
    }
  ]
}