How do I turn on structured data?
Open SEO schema, switch on each type you want, and make sure the SEO schema app embed is on in your published theme. Switches save instantly. Breadcrumb schema comes from the breadcrumb block instead of the embed.
What it is
Structured data (also called schema markup or JSON-LD) is invisible information on your pages that tells search engines what each page is about: your store, a product, a collection, a blog post or the breadcrumb path. Shoppers don't see it, but search engines read it, and it can help them show richer results. The SEO schema page in the app lists each type with its own switch, grouped into Navigation and catalog, Store identity and Content.
How to set it up
Open SEO schema from the app's navigation.
Read the short description next to each type to see what it covers and which pages it appears on.
Turn on the switch for each type you want to publish. Switches save instantly, with no separate Save button.
If a type shows Needs setup, open its setup page and fill in the details it needs.
Make sure the SEO schema app embed is on in your published theme. The app shows a one-click Turn on app embed link if it isn't. The Breadcrumb type is the exception: it's output by the breadcrumb block, so it needs that block in your theme instead.
Depending on your plan, some types may be marked Included in a higher plan.
Why it's useful
Search engines do their best to understand your pages, but structured data removes the guesswork. Clear product, collection and breadcrumb data can make your listings more informative, for example by showing a clean category path instead of a long web address. Store identity types help search engines connect your pages to your brand. The app builds this data from information you already maintain in Shopify and in your category tree, so it stays accurate without hand-written code.