Google Search supports different shopping experiences in search results, called merchant listing experiences. These include product snippets, popular products, shopping knowledge panels, and image search.
These experiences require rich product data.
In the latest installment of Google’s ecommerce Essentials series on YouTube, Developer Advocate Alan Kent shares tips for optimizing your product information to make these experiences available.
Here’s an overview of the information shared on Google’s videos:
Providing product data
The first step in making your product pages eligible for Google’s merchant listing experience is to provide the required product data.
This can be done via webpage structured data, the Google Merchant feed, or both. We recommend doing both if possible.
If you’re just starting out, we recommend adding structured data to your webpage and then adding a Google Merchant automated feed. This feed is created from the content on your page and helps Google understand your products better.
After adding structured data, use the Merchant Listings report in Google Search Console to verify that your data is correct. This report shows the issues and helps you fix them.
Providing pricing data
Providing product pricing data to Google can be complicated due to the growing range of options supported by search engines.
The first step is to check the pricing options used on the website and read the Google documentation on pricing models to see which ones are supported.
Once you know what prices you’re using on your site and what Google supports, you may need to simplify the pricing data you provide to Google to avoid shopper confusion.
Shipping information is an important factor in determining the total cost of an item and is an important factor in search results.
Determining shipping costs can be complicated as it depends on many factors such as the carrier you use, the total weight and dimensions of your order, and the delivery distance.
Note that, like pricing, you may need to simplify the shipping information you provide to match what Google supports.
Google says it’s safer to overestimate shipping costs to avoid surprising customers with higher-than-expected charges at checkout.
Providing Product Identifiers
To qualify for many merchant listing experiences, you must provide a product identifier such as a GTIN number, NPN number, or brand and product name.
Google says the more you can offer, the better.
SKU (Stock Keeping Unit) is not an acceptable product ID as it is inconsistent across merchants.
Check your structured data markup to see if there are GTINs or similar product IDs on your web pages.
Also, check the Merchant Center report in Google Search Console for any warnings or error messages related to product IDs.
In summary
Google’s Merchant Listing experience in search results helps businesses increase visibility and increase sales.
To take advantage of these experiences, businesses must provide Google with rich product data. This includes structured data from web pages, Google Merchant Center feeds, product pricing and shipping information.
In addition, providing product identifiers such as GTIN, NPN, brand and product name is essential to qualify for the Merchant Listing Experience.
By following these tips and ensuring accuracy using the Google Search Console Merchant Listings report, businesses can optimize their product information and increase their chances of appearing in Google’s search results.
Featured image: Screenshot from YouTube.com/GoogleSearchCentral, January 2023.
