A JSON-LD for SEO customer was asking recently about Open Graph tags and Rich Results:
Our tech audit is now showing that our Open Graph tags are incomplete for some pages and products. Does this have anything to do with Rich Results?
Open Graph tags are different than Rich Results. Open Graph is a type of meta tag that is added to your theme’s "head" section to describe the page. Facebook started them but others use them now too.
They get confused with structured data because of the similar names. Kinda like meta tags, microdata, and metadata are all different things.
Having Open Graph tags won’t help you in Google or with your SEO, they are only for social media.
Many Shopify themes come with Open Graph tags. The few that don’t are usually easy to add as they are a one-time code change.
To see if you have them, you have to look at your HTML source and search for any
<meta> HTML tags with a property like:
property="og:..." (og means Open Graph).
You’ll want them on every page of your store but the data will be a bit different.
Once you have them, then when someone shares your pages in Facebook that data will appear in the post.
(Twitter has their own version of Open Graph which they call Twitter cards. They work pretty much the same though some data is different. They also support some Open Graph tags too)
For Rich Results, you have to either use structured data or markup every page in your store manually (and update that with every theme change).
An easy way to get that structured data is to use JSON-LD for SEO. It’s helping thousands of Shopify store win Rich Results which has lead to more traffic and better converting traffic.
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