SEO settings in Krown themes

Applies to: All Krown themes. Last checked: 2026-10-13.

Krown themes add structured data for search engines and can show breadcrumbs on product pages. Two theme settings control them: one removes the theme's structured data, the other decides whether product links include the collection.

Where to find it: Theme settings → SEO & performance (Borders and Seventh: Theme settings → SEO & Other settings)

MicrodataCopy Anchor Link

Microdata (structured data, schema.org) tells Google and other search engines what a page contains, so they can show richer results. Every Krown theme adds it as JSON-LD:

• WebSite and Organization: your store name and address. The theme writes these on every page.
• BreadcrumbList: the path to the current page (Home → collection → product), written by the theme.
• Product and Article: the product's name, price, availability, variants and images, and the blog post data. Shopify generates these with its own structured_data filter, so they follow Shopify's format.

Disable microdata schema (default: off) removes all of this from your store: the theme's data and the product and article data from Shopify. Turn it on only when an SEO app or a developer adds structured data in its place, so search engines do not read the same product twice.

BreadcrumbsCopy Anchor Link

Breadcrumbs are the small links above the product title, for example Home → Clothing → Baseball cap. They help customers go back to the collection they came from.

For a product page to know its collection, the product's link must include it. Improve product breadcrumb navigation (default: on) does that: product cards inside a collection link to /collections/clothing/products/baseball-cap instead of /products/baseball-cap.

• With the setting on, one product has one address per collection it is in, for example /collections/clothing/products/baseball-cap and /collections/mens/products/baseball-cap.
• Every one of these pages tells search engines that the main address is /products/baseball-cap. Shopify sets this canonical address and every Krown theme prints it in the page.
• With the setting off, product cards always link to /products/baseball-cap, and the breadcrumb shows Home → product.

Whether the breadcrumb shows at all is a separate setting, and its place differs per theme:

• Local, Combine, Highlight and Kingdom: Theme settings → Embellishments → Show breadcrumb (on by default; off by default in Highlight).
• Borders: Theme settings → SEO & Other settings → Breadcrumbs → Show breadcrumb.
• Split: the Breadcrumb section in the header group of the theme editor.
• Seventh: the breadcrumbs row of the Header section. See SEO and other theme settings.

Should I turn off the theme's microdata?Copy Anchor Link

Only when another tool adds structured data. Without the theme's microdata, search engines get no product, breadcrumb or store data from your pages. If you install an SEO app that writes its own schema, turn on Disable microdata schema so the data is not doubled. Check the result with Google's Rich Results Test.

Do collection URLs for products hurt my SEO?Copy Anchor Link

Usually not. Every collection address of a product points search engines to the same main address, /products/<handle>, so they index one page. Some SEO advice still prefers one address per product: if you follow it, turn off Improve product breadcrumb navigation, and the breadcrumb then skips the collection. In most stores that show breadcrumbs, leave the setting on, because it helps customers.

Related pagesCopy Anchor Link

• Optimize images and improve SEO: image alt text, file names and compression.
• Understand your store speed: what slows a store down.
• SEO and other theme settings: the same settings in Seventh.