Structured data for Salla and Zid stores: check your store's output before adding any code

What structured data does and does not do

Structured data is machine-readable code, usually JSON-LD, that describes the page to search engines: this is a product, this is its price, this is its availability, this is its breadcrumb trail. Visitors never see it, but it helps Google understand the page and can make it eligible for richer display such as price, availability, ratings and shipping information.

Eligibility is not a promise: Google states that enhancements appear at the discretion of each experience and may change, so do not build a plan on guaranteed display. Markup also does not rescue a weak page; useful content, crawlability and indexing come first.

Google distinguishes two classes of product markup: product snippets for pages where people cannot directly buy, such as editorial reviews, and merchant listings for pages where customers actually purchase, which fit your store's product pages and support details like variants, shipping and returns.

Step one: test what your store outputs today

Before buying an app or pasting code, pick representative pages: home, a category, a simple product, a product with variants such as sizes, and an out-of-stock product. Run each URL through Google's Rich Results Test and record the detected types, errors and warnings, then use the Schema.org validator to read the full markup independently of any single feature's eligibility.

Log what you find with its date: detected type names, price and availability inside the markup, and any type appearing twice on the same page. This log is your before-and-after reference and what any specialist you hire should ask for.

Neither Salla nor Zid publishes a definitive list of the markup their themes generate, and output varies with the theme and installed apps; your store's actual pages are the source of truth, not assumptions or an app's store listing.

What merchant listings require

For a purchasable product page, the core data includes the product name, image and an offer with price, priceCurrency and availability. Google also supports product variants so it can understand that sizes or colors belong to one parent product. The more accurate properties you provide, the more enhancements the page may be eligible for.

Google also recommends business-level data nested under Organization markup, such as your return policy and loyalty program where they exist. Describe your actual policy as it is; markup describes your reality, it does not improve it.

BreadcrumbList markup helps Google understand the page's position in the store hierarchy, and the breadcrumb trail may replace the URL in the result. Make sure the visible breadcrumb matches the markup.

Price and availability: three copies that must tell one story

Your product's price lives in three places: the visible page, the structured data, and the Merchant Center feed if you connected one. When they disagree you get mismatch issues and the page can lose enhancement eligibility or the feed items can be disapproved.

During sales, test a regular product, an automatic sale product and a conditional coupon product; the markup price must describe the price actually available to the customer from the same page. If Merchant Center shows disapprovals or mismatch warnings, follow the rejection diagnosis guide on this blog.

Salla's documented route: injection via Google Tag Manager

Salla's help center (last stated update November 2023) documents generating schema code with a generator tool and injecting it as a custom HTML tag inside the Google Tag Manager account linked to the store. This is a platform-documented route, but treat it carefully:

Markup injected through GTM runs in the visitor's browser, so after publishing verify that Google actually reads it using the Rich Results Test or URL Inspection in Search Console, not just the generator's preview.

Salla's article example builds LocalBusiness markup; the same mechanism applies to other types, but never add a type the theme already outputs. Duplication between theme, app and GTM is the most common mistake on this route.

Zid: where to start

Zid documents an SEO page in the dashboard covering page titles and descriptions, robots.txt, product feeds and llms.txt, with some settings depending on your plan. Zid does not publish a definitive list of the structured data your theme outputs; test your actual pages with the two tools above.

If a Zid app store app adds its own markup, apply the same discipline: test a page before and after installation and record any new or duplicated types.

Common mistakes that waste merchant effort

Product markup duplicated between theme and app; values inside the markup that contradict the visible page, such as a sale price in code and a regular price on the page; and markup describing an unavailable product as in stock.

Do not add FAQ markup hoping for a rich result: Google announced in 2026 that the FAQ rich result feature was removed from Search and deleted its documentation. Write FAQs because they help your visitors, not for a retired display feature.

Do not assume store reviews mean stars in search results; ratings display has its own eligibility and policies, covered in detail in the Salla product reviews and Google stars guide on this blog.

A practical audit sheet for your store

For each sampled page record: date, URL, types detected in the Rich Results Test, errors and warnings, any duplication, price and availability match against the visible page, and one note on the most important fix. After any change, retest the same URL and keep both records together.

Watch Search Console enhancement reports when they appear; a report shows up when Google detects the feature, so a missing report does not prove missing markup and a present report does not guarantee rich display. The validator tells you what is on the page, the reports tell you what Google discovered.

When to ask for specialist implementation

Bring in a specialist when conflicts repeat across hundreds of products, variants confuse Google, or you need the page, markup and feed aligned together. The professional deliverable to expect: an inventory of current markup, a conflict list ranked by impact, a fix plan, and dated before-and-after test records on a documented sample.

Frequently asked questions