Product feed optimization
What is product feed optimization? Tips for improving the product feed?
Product feed optimization (optimizing the product feed) refers to the various actions taken to optimize the virtual catalog of an ecommerce store, so that product listings appear in the top positions of search results.
Google Shopping ranks the results it shows based on multiple factors, in addition to the bid itself. That is why having an optimized and properly structured product feed will allow you, among other things, to get a better ROI.
1. What should a product feed include?
The product feed is responsible for how results (content and images) are presented in the area Google has set aside for them in search results.
That is why certain data must be included in the feed or listing of the products you want to promote: title, description, product category, image, price and GTIN (Global Trade Item Number, the worldwide identification number for trade items).
2. Tips for product feed optimization
Undoubtedly, product feeds are the key to success on Google Shopping and to ranking well there. The more complete and detailed the information they include, the better they will rank. Let’s take a look at several tips and tricks to boost product relevance:
- Optimize titles. Taking into account the category of the products, create a structure or nomenclature that best describes your product based on the sector, trying to include keywords of interest and not exceeding 150 characters.
- Fill in the GTIN code correctly (Global Trade Item Number). This is essential for the feed to be effective and for the product to be more visible.
- Use the correct category. There are more than 6,000 default categories in Google Shopping. For this reason, the category should be selected as precisely as possible, which means using specific subcategories rather than main categories.
- Adjust prices with dynamic pricing in data feeds. This will put you ahead of the competition in the results, since Google Shopping is essentially a price comparator.
- Always use quality images for the product listing. It may be obvious, but the image is one of the most important elements of the product, so take care of it and avoid unnecessary logos and watermarks.
- Pay attention to the color of the product. The color of the product in the feed must be the same as the one the visitor finds on the landing page or destination page. Use commonly used color names.
- Review the product feed regularly. It is vital to clean up and optimize your listings on a regular basis in order to fine-tune their performance. This improves ranking and profitability in general.
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