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Ecommerce sites are different from most normal websites, because they have very specific content about very specific products. To help search engines identify these specific bits of content, we are going to take advantage of microformatting from schema.org. Schema.org contains many schemas that can help identify different kinds of content, and that includes ecommerce content. Your ecommerce site will have product pages, and these pages should be using the schema for products that's found at schema.org/product.
In your code, you can specify a product name, description, product image, and even brand, manufacturer, and model information. Another element you can associate with your products are Offers. Offers have a whole list of Properties that you can populate. Things like, how much you are selling the product for, the availability of that product, what the condition of that product is, or what date that price is valid until? You can also mark up any Rating information that you have for a product by using the Rating schema.
This can be found at schema.org/AggregateRating, and to take further advantage of user-generated content, you can apply microformatting to the reviews you're collecting on your products. Schema.org/review provides the syntax around properties like the title of the review, who wrote it, when it was published, and of course the content of the review itself. If you operate a local business, as well as an ecommerce storefront, you can also provide detailed information about your business locations.
You can use microformats to specify your business address, along with a link to a map, the contact information for that location, and a description of your business. If you have more than one location, make sure you're doing this for each one individually, and you can even associate reviews, photos, and events with each of your listings. And make sure to take a look at the schemas that exist for specific types of businesses, like restaurants and professional services, to see if there's elements or properties that make sense for you.
Taking full advantage of the schema.org microformats for your ecommerce specific data is a great way to make sure that search engines know exactly how to interpret your content. And investigating the various microformats that are out there, might help you add more relevant content that you wouldn't have otherwise thought of.
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