We already discussed the importance of organic keyword results for ecommerce businesses. Another area of Google that ecommerce businesses should optimize is their Google shopping results, also known as Google product search. By getting your products into the Google product search results you will increase your exposure to potential customers. If a customer is searching for a specific product, they may end up looking at Google shopping, and if your products aren’t listed there, you have no chance of securing a sale. There are a couple ways to submit your products to Google shopping, the first is a product feed by using an XML file, FTP, or Google Merchant Center. The second way to get your products into Google shopping is to use the Content data API for Shopping, which can be fully integrated similar to other Google data APIs. This method is more technical and difficult to set up.
Not only do your products need to be listed in Google shopping, they need to be competitively priced in order to compete within that space. Consumers are more and more price conscious these days, especially when Google shopping lists out all of the available options and prices with the ability to sort by price, etc. Many times when customers are searching for a brand name product, they don’t care where they get it as long as they get it for a good price. Unfortunately price plays a large role in the success of Google product search, so if you hope to make sales with Google shopping, your pricing must be competitive.
The third piece of the Google shopping puzzle is getting your producs to rank high on the first page of results. The first thing to consider is obviously that you have to have the exact product in Google shopping. If someone searches for “Brand X Product Z” you need to have that set up. The next thing to consider is your website’s overall SEO which plays a large part in how your products are ranked. The last, and arguably most important aspect of Google shopping product rankings is the number of reviews (positive reviews) your products have. Google accounts for the product reviews on many different review sites, and considers that data when choosing which items to display first.