The Schema Setup That Got The Dirt Company Cited in Google AI Overviews

The Dirt Company, an Australian sustainable laundry brand, used Webrex: AI SEO, Schema JSON-LD to build a complete structured data layer across their Shopify Plus store. The result went further than rich results. Their brand pages and blog content started contributing to citations in Google AI Overviews.

At a Glance #

• Company: The Dirt Company
• Location: Brunswick, Melbourne, Australia
• Founded: 2016
• Platform: Shopify Plus
• App: Webrex: AI SEO, Schema JSON-LD

Key results:

• Star ratings, pricing, delivery, and returns details appearing in Google Search before shoppers click
• Collection pages showing with product images directly in Google Search results
• About and Contact pages contributing to citations in Google AI Overviews
• Blog posts and articles contributing to citations in Google AI Overviews

Background #

Founded in 2016 by Frankie Layton in Brunswick, Melbourne, The Dirt Company grew from a simple idea into a recognized Australian sustainable home care brand.

The Shopify Plus store sells concentrated laundry, dishwashing, and cleaning products in refillable packaging, with 248 active products, a 4.9-star rating, free shipping over $20, and a 30-day returns policy.

For a brand built on trust and sustainability, how Google understands and represents the business in search matters. This is where the gap appeared.

The Challenge #

The Dirt Company had strong product pages, an active blog, a detailed About page, and clear customer information. However, much of this content lacked structured data that search engines could easily understand and use.

Without the right schema, product pages had limited opportunities to show rich results such as ratings, prices, and delivery information. The About and Contact pages also lacked structured signals to help Google understand the brand.

The blog contained valuable guides and sustainability content, but without proper markup, search engines and AI systems had fewer structured signals to understand and reference that content.

The content was there. It simply wasn't being delivered to Google in a format it could fully use.

The Solution #

The Dirt Company installed Webrex: AI SEO, Schema JSON-LD to add structured data across key sections of its Shopify Plus store, including product, collection, brand, and blog pages.

With 248 products and a growing content library, managing schema manually was not practical. Webrex automatically applied and maintained accurate structured data across the store as new products and content were added.

The team also enabled Webrex's Fix Errors and Duplicates feature to identify and remove duplicate schema created by the Shopify theme and other sources. This helped eliminate conflicting structured data and maintain clean, valid markup.

With consistent schema across products, collections, brand pages, and blogs, The Dirt Company provided Google with clearer, machine-readable information about its products, brand, and content.

What Changed in Search #

About and Contact Page Schema #

Webrex added Organization, Website, and Local Business Schema to The Dirt Company's About and Contact pages, giving Google clearer signals about the brand, its identity, location, and online presence.

While schema does not guarantee AI Overview citations, it helps provide structured context that search systems can use to understand the business.

For The Dirt Company, both the About and Contact pages have appeared as cited sources in Google AI Overviews, extending the brand's visibility beyond product search.

Blog and Article Page Schema #

The Dirt Company's blog covers cleaning guides, product explainers, and sustainability topics, exactly the kind of content that people ask about in search. With Webrex applying Article and Blog Page schema across the content library, Google can now read each post as a structured piece of information with a clear topic, author, and publish date.

That structure is what AI search tools look for when building cited answers. When a query is relevant to something The Dirt Company has written about, the blog content is now readable as a citable source, not just as a standard webpage. Citations from blog and article content have started appearing in Google AI Overview responses as well, extending the brand's visibility into AI-generated answers across a wider range of topics.

Product Schema #

One of the clearest changes was on product pages. With Webrex schema in place, The Dirt Company's product listings in Google Search now show star ratings, price, availability, free shipping, and the 30-day returns policy before a shopper ever visits the site. These are the exact details that build confidence at the moment someone is deciding whether to click. For a brand competing in a category where trust matters, showing that information upfront in search is a meaningful advantage.

Collection Page Schema #

Collection pages also changed in how they appear. With the right schema in place through Webrex, The Dirt Company's product category pages now show images directly in Google Search results. Shoppers browsing for sustainable laundry products can see what a collection looks like before they arrive. For a brand with a clean, distinctive visual identity, that preview in search is a real differentiator.

The Takeaway #

Most stores install a schema app expecting richer product listings. The Dirt Company got that, but the impact did not stop at product pages.

By using Webrex: AI SEO, Schema JSON-LD to build structured data across the full store, the brand gave Google a complete picture to work with. Products now show star ratings, prices, and delivery details in search. Collection pages appear with images. And because brand pages and blog content are also properly structured, The Dirt Company is being cited in Google AI Overviews, something that requires Google to recognize the brand as a credible, authoritative source.

Structured data is often talked about as a product listing improvement. For The Dirt Company, it became something larger: a foundation that helps Google understand and represent the brand accurately, consistently, and across every part of the store.

That is what Webrex was built to do. And for a brand built on trust, it is exactly the kind of visibility that compounds over time.