SEO for Google Shopping | Practical e-commerce
Google has a long history with e-commerce product services. The first was Froogle. Then Google Base absorbed Froogle. In order to improve visibility in organic search results, both provided a way for merchants to inform Google about their products.
As a search optimizer in the mid-2000s, improving Froogle and Google Base was part of that work. They were in the early days of the purchase feed.
But in 2012, Google turned product listings into free payments. The listings in Google Shopping (which replaced Google Base) were linked to Google AdWords.
I finally stopped focusing on Google Shopping because my focus was on organic search optimization. I started using data like schema for extra visibility in search results, like with heavy fragments, schema. Then in April 2020, Google announced that it was returning some free listings on shopping results.
“It’s now free to sell on Google,” reads a headline in a blog post by Bill Reddy, Google’s president of business. He wrote:
“With hundreds of millions of shopping searches on Google every day, we know that many retailers need items that people have and are willing to ship, but their online search For retailers, this change means free exposure for the millions of people who come to Google every day for their shopping needs. For shoppers, it means the Google Shopping tab. Search more products from more stores. For advertisers, this means that paid campaigns can now be extended with free listings. “
Reddy cited the epidemic as the reason for the change. But, most likely, it will be permanent. Most buyers eventually use Amazon to search for products. Probably a factor as to why they’re doing so poorly.
In the Shopping Help Portal (for consumers), Google explains the organic part of shopping results.
“Unless otherwise indicated, offers on Google Shopping are ranked based on relevance, including your search terms and other Google activity. Something to improve the quality of results.” Advertising data is used. Offers labeled ‘sponsored’ mean that advertiser payments to Google may also affect how items are categorized and ranked. Clicks are compensated.
Old is new
Here we are in 2021, where Google left in 2012. There, Google Base has been replaced with the Google Merchant Center, where a retailer can link real-time product data feeds directly to Google.
Merchant Center feeds, incidentally, do not need to duplicate the website. This is very helpful. For example, a client of my firm uses a sophisticated eCommerce platform that does not easily update title tags. But we built a heavily optimized product feed that sells well due to its better ranking in Google Shopping.
Improving a feed
Product feeds are essential for listing in Google Shopping. Your eCommerce software may have a default feed generator. There are also independent providers. Or, you can create your own with Google Sheets, which will work locally with the Google Merchant Center.
Shopping feeds may include relevant search terms in the title and product description. Adding these terms is scalable with scrap – dragging your own product titles and details into a sheet for quick identification of key terms. After a few hours (depending on product quantity), publish your feed and measure results. Then repeat as needed.
If you haven’t found a feed optimization, i Extremely Suggest