4 Tips for Google Product Search

Google will start enforcing its new Google Product Search Feed Specification and Policies as of the 22nd September 2011. These changes affect all merchants.

If you are working with us at Network Intellect, we have already been in contact with you to discuss the changes and all is being implemented.

Network Intellect was one of the first companies to work with product data feeds, and has been since 1999. We have had an increase in enquiries looking for help with their Google product data feeds, so we thought it would be beneficial to share some tips on how to deal with new Google Product Search changes.

Overall these changes are good, as Merchants will need to ensure that they include accurate product information within their data feed, which will in turn ensure online consumers find the right products with the correct information at the right prices. This can only help increase conversions.

Now before you go ahead and submit your new feed, please make sure it complies with Google’s new feed specification and policies, otherwise errors could result in your account being suspended and thus loss of revenue.

Here are 4 tips for Google Product Search and integrating your product data feed:

1.    Google Feed Specifications & Merchant Centre

As soon as possible focus on what Google advises in the specifications and Merchant Centre and take time to understand what is required. Data quality is key, and you will obtain feedback on errors, so the sooner you start the sooner you can increase your feed match rate. Please note that additional data is required like MPNs/EANs which can take time to implement. Don’t try to fool Google by making up data, as eventually your account will be suspended. The aim is for 100% match rate so as to give you advantage over your competitors.

2.    Google Merchant Centre Dashboard

Learn your way around the Dashboard, as there is a wealth of information and resources to help you. Please note that the clicks graph is in arrears by 2 days, whilst the product search is up to date. However the reports provide an overview of performance once you understand them and new functions are always being introduced.

3.    Google Merchant Centre Errors

The 2 types of errors within the Merchant Centre are:
-    Data Feed Errors
-    Data Quality Errors

Quality Errors are more important, as the Feed Errors are issues to do with the data file uploaded. We recommend focusing on the Quality Errors first.

However, one recurring error that crops up with new clients is the Merchant Centre advising of Feed Crawling Issues. This can sometimes be caused by the Robots.txt file on your website blocking access to Google Bots from reviewing your product data. So check your Robots.txt file or contact Google for the individual issues.

4.    Data Feed Optimisation

Firstly we recommend focusing on the Data Quality Errors and then the Data Feed errors. You could review your product titles and include key attributes (Brand, Size etc), but note you only have 70 Characters to utilise and then it cuts off, so make sure your input the important attributes first. If Google is asking for it provide it where possible. Also ensure you have the contact details filled out correctly so that you can be contacted with any updates or issues.

As we all know the key factor with search is relevancy, and with Google Adwords we know the Quality Score impacts performance. Similarly we believe that your Product Data Feed quality impacts rankings and performance with Google Product Search.

We hope these tips help with the Google Product Search changes. If you want some help or wish to discuss how to maximise revenue from Google Product Search, please feel free to contact us at Network Intellect