Product page optimization tips

Google search supports a variety of shopping experiences known as merchant listing experiences in its search results. These include product snippets, popular products, shopping knowledge panels, and image search.

To qualify for these experiences, Google needs extensive 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 be eligible for these experiences.

Here’s a summary of the information shared in Google’s video.

Provision of product data

The first step in qualifying your product pages for the Google store listing experience is to provide the necessary product data.

This can be done through structured data on web pages, through a Google Merchant feed, or both. Google recommends doing both if possible.

If you’re just starting out, you might want to add structured data to your web pages and then add an automated Google Merchant feed. This feed is created from your content on the page and helps Google better understand your products.

After adding the structured data, use the merchant list report in Google Search Console to make sure it’s correct. This report shows all problems and helps you to fix them.

Provision of Pricing Data

Providing product price data to Google can be complex as the search engine supports an increasing range of options.

The first step is to review the pricing options used on your site, and then read Google’s pricing documentation to see what’s supported.

Once you know what prices are used on your site and what Google supports, you may need to simplify the pricing data you provide to Google to avoid confusing buyers.

Shipping information is a crucial component in determining the total cost of an item and a significant factor in search results.

Determining the shipping cost can be complicated as it depends on various factors such as the carrier used, the total weight and dimensions of the order, the shipping distance and more.

It’s important to note that, as with pricing, you may need to simplify the shipping information you provide to match what Google supports.

According to Google, it’s safer to overestimate shipping costs to avoid surprising customers with unexpectedly high charges at checkout.

Provision of product identifiers

Eligibility for many merchant listing experiences requires the submission of product identifiers, such as: B. a GTIN number, an NPN number or a brand and product name.

The more you can provide, the better, says Google.

A SKU or SKU is not an acceptable product identifier because it is not consistent across retailers.

Examine your structured data markup to determine if GTIN or similar product identifiers are present on your web pages.

Also check the Merchant Center report in Google Search Console for warnings or errors related to product attribution.

In total

The Google dealer listings in the search results allow companies to increase their visibility and increase sales.

To qualify for these experiences, companies must provide Google with rich product data, including structured data on web pages, a Google Merchant Center feed, and product pricing and shipping information.

Additionally, providing product identifiers such as GTIN, NPN, brand, and product name is critical to being eligible for merchant listing experiences.

By following these tips and using the Google Search Console store list report to ensure accuracy, businesses can improve their product information and increase their chances of being listed in Google search results.


Featured Image: Screenshot from YouTube.com/GoogleSearchCentral, January 2023.