What is a schema?Updated 18 days ago
What is a schema?
Schema markup, also called structured data, is a standardised way to describe your store's content in a format that search engines and AI shopping assistants can reliably read.
In Expose, schema helps explain things like your business details, products, FAQs, store navigation, and other important storefront content. You can think of it as a clear label that tells AI systems exactly what each page is about, so your store is easier to understand, surface, and recommend in relevant searches.
INFO
Expose measures how complete and useful your store data is through the Overall Agentic Search Score in Scoring.
Why schema matters in Expose
Expose is built around helping your store become easier for AI-driven discovery systems to understand. When your schema is more complete, your store can present clearer signals about who you are, what you sell, and how your site is organised.
Inside Expose > Scoring, your score is broken into the categories that matter most:
Brand Identity
Site Structure & Navigation
Content & Media
Products
Actions & Capabilities
These categories show how well your store data is structured for AI systems. A higher score usually means fewer gaps in the information Expose can publish to your storefront.
What schema looks like in the app
Expose shows schema in practical, store-focused sections instead of asking you to work with raw technical setup.
For example, when you open a category such as Site Structure & Navigation and click View Scoring, you may see schema types like:
Website
Breadcrumb List
Item List (Collection)
Item List (Search)
Each of these helps explain a different part of your storefront. The View schema button lets you inspect the schema Expose is generating, and some items may be marked Auto-optimised when Expose is already handling them for you.
How Expose helps you improve schema
If Expose finds missing information, it points you to the exact area that needs attention.
For example, under Brand Identity, you may see Organisation with a Fix missing values button. Opening that view shows a table with:
Field
Value
Status
Update type
From there, you can either:
Click Edit value to add information directly in Expose
Click Edit in Shopify when the value is managed in your Shopify store settings
This makes schema improvement much easier because you do not need to guess what is missing. Expose tells you which fields are incomplete and where to update them.
TIP
If you want the fastest score improvement, start with categories that show Improve Score and fill in obvious missing business or contact details first.
When schema becomes live on your store
Reviewing scores and filling in missing values is only part of the process. To publish Expose schema on your storefront, you also need to enable the app in your Shopify theme.
In Shopify, go to Sales Channels > Online Store, open the theme editor, then open app embeds and turn on the Expose slider.
WARNING
If the Expose app embed is not enabled, your schema may appear complete inside the app but not be published on your live storefront.
Quick answer
Q. What is a schema in simple terms?
A. It is a structured label that helps search engines and AI shopping assistants understand your store content correctly.
Q. What kinds of store content can schema describe?
A. In Expose, schema can describe business details, products, FAQs, website structure, breadcrumbs, collection pages, search pages, and other storefront information.
Q. Do I need to write schema myself?
A. No. Expose helps generate and organise it for you, shows it through View schema, and highlights missing details through Improve Score and Fix missing values.
Q. How do I know if my schema needs work?
A. Check Scoring. If a category is below 100%, Expose will show Improve Score so you can review and fix the missing information.