Schema is Your Safety Net

1. What Is Schema?

Schema markup is a universal language that tells machines what your PDPs are actually about. Unlike humans, platforms like Google or TikTok don’t interpret design—they extract structured fields.

Schema is written in JSON-LD and organized into three core types:

• 📦 Product
  Describes the item.
  Fields: name, image, brand, sku
• 💰 Offer
  Defines how it’s sold.
  Fields: price, priceCurrency, availability
• ⭐ Review
  Captures buyer feedback.
  Fields: reviewRating, author, reviewBody

Together, these form the structured block that platforms rely on to surface your product.

2. How Schema Is Consumed Across Platforms

Every major discovery platform reads schema differently—but all of them rely on it.

• 🔍 Google Shopping + SGE
  Reads: Full Product, Offer, and Review schema
  Purpose: Rich results, Shopping Graph inclusion, AI search responses
• 🎵 TikTok Shop + Ads
  Reads: name, price, availability, reviews
  Purpose: Accurate product badges, eligibility for Shop cards
• 📱 Meta (Instagram, Facebook)
  Reads: title, price, GTIN, image
  Purpose: Powers product tagging, dynamic ads, and catalog accuracy

When these blocks are missing or misaligned, your PDP quietly drops from results.

3. Symptoms of Schema Failure

You won’t get an error message—but you will lose visibility:

• Price badge disappears from Google
• PDP fails to load in TikTok Shop
• Meta catalog rejects listing
• Rich snippets drop from search
• Product cards mismatch or vanish entirely

This isn’t a content issue. It’s schema drift.

4. Why Schema Breaks

PDPs change constantly: inventory updates, titles shift, reviews grow. But schema often stays frozen.

Common sources of decay:

• name in schema ≠ H1 on page
• price doesn’t update with inventory
• availability stays “InStock” after sellout
• Fields like priceValidUntil never added
• Copy updates, but the JSON-LD block is stale

Platforms stop trusting PDPs that don’t match their expectations. You don’t get penalized—you just get skipped.

5. What EKOM Does

EKOM keeps your PDP fields structurally aligned.

While EKOM doesn’t currently generate the full schema block, it does:

• Sync <title> and <meta name="description">
• Align body content with CMS or PIM values
• Help teams track field-level integrity across the catalog

This prevents misalignment between your source of truth and what platforms parse.

Schema integrity starts with field integrity. EKOM ensures the foundation stays clean.

6. Best Practices

• Use one JSON-LD block per PDP
• Match the name field to the actual H1 (manually or via config)
• Sync price, currency, and availability with real-time data
• Always include sku, brand, and aggregateRating
• Validate with Google’s Rich Results Test quarterly
• Treat schema like code: versioned, linted, and synced

Schema won’t sell your product. But it keeps you visible.
That’s the safety net.