Google Shopping is the new way to search for internet shoppers, and it’s essential that e-commerce sites optimise for this. This can be done very easily through Google Merchant (sign in with your Google account) where you can submit to Google products and give your product pages more exposure. Advertising on Google Shopping is a great way to generate new leads and get to those potential internet shoppers faster. Just as you would optimise your pages for SEO, you can also optimise Google product feeds to increase their success in Google Shopping.
To find out more about how to submit to Google Products, read our post on Google Analytics Tracking for Google Shopping Visits.
Optimise Google Product Feeds – How to Do It
After you submit to Google Products, it usually takes a few hours before Google indexes your URLs. So how do you optimise Google product feeds so you get the best results?
Here are tips on how to optimise Google products feeds to your advantage:
1. Optimise keywords in products titles – conduct research on key phrases and maximise your Google Shopping visibility with keyword rich headings.
2. Optimise keywords in product descriptions – compelling descriptions not only capture potential shoppers and help you make that sale, but they can be beneficial to your Google Shopping optimisation.
3. Optimise Product_Type – this column is the category column and can be optimised just as your title and description can be. Use Google’s taxonomy tree to maximise traffic and extend the tree to include more detail if you need to. This helps Google place your product pages in the right search results.
4. Correspond with your organic SEO – the keywords which you rank well for in organic search are likely to rank well in Google shopping.
5. Use UPCs (Unique Product Codes) – universally recognised product codes will put you in the comparison pages so you can rank better against smaller retailers. If you don’t have the UPCs, you can conduct a little research online to find them and add these to the Global Trade Item Number (GTIN) section.
6. Add merchant reviews – reviews can give your Google Shopping presence long term success, and your product URLs will have more weight with the Google Shopping algorithm. Trusted review sites include Google Checkout, Yahoo.com, Epinions.com, Bizrate and TrustPilot.com.
7. Include Rich Snippets to optimise Google product feeds – Rich Snippets are displayed alongside your products and can greatly improve your visibility.
8. Use custom attributes for long tail phrases – a list of recommended attributes will be provided by Google, but you can also add your own unique attributes. This will help your products rank for long tail keywords.
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