SEO guide for products on Google Shopping: improve your positioning… and sell more

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Have you searched for a product or category of your eCommerce on Google? Most likely, you have received a search result similar to the following 👇

As you may have noticed, in the vast majority of cases the google shopping carouselpowered by Google to facilitate the purchase of products as a marketplace, and surely scratch some business from its “competitor” on Wall Street, Amazon 😝

google shopping web positioning

In addition to being visible in the search SERPs and in the Shopping itself, it also allows you to be visible in the section of Google Images and Youtube. For this reason we can affirm that Google is betting heavily on this vertical and facilitating the purchase process to 0 clicks by buyers.

google shopping on google images

You will have already come to the conclusion that it is of vital importance that you optimize your eCommerce so that the catalog appears on Google Shopping organically.

If this is something new for you, let’s lay the foundations, otherwise go directly to the section focused on how improve SEO for Google Shopping 😉

SEO guide for products on Google Shopping: index

What is Google Shopping

Google Shopping is one of the Google search engines focused on products that appear in the tab Google Shopping.

Google Shopping

Now that you know what you’re getting into, let’s take a look at the potential of free Google listings:

What are Google Free Listings

It is the program in which they offer free ads or organic advertising on Google Shopping. Organic Google Shopping ads appear in the same way as previous organic listings from search engines.

merchant center list of free product sheets google

This will allow you to appear on Google Shopping without having to activate a Google Ads campaign like in the beginning of Google Shopping.

What is the difference between paid listings and organic listings

Although Google has introduced organic listings, paid ads are still an option and the most interesting for eCommerce.

Paid ads will be visible on the top and bottom of Google Shopping SERP page. They will also be visible in the standard Google SERP. In addition, these are announced with a small note that says “ads” in the upper right. (As we see in the image)

google shopping ads

Organic ads differ in that they only show in the Google Shopping tab. They are visible in the standard search carousel and are located below the paid ads.

Organic listings within Google Shopping compete with each other completely organically And this is where we SEOs can begin to experiment and formalize good practices to achieve the desired Top 1 that will also help our positioning in the ads section, all in 1 🙂

organic google shopping

How you can list your products for free

According to Google, listing your products for free only requires a few basic steps. here I leave the official documentation and I recommend you look for a tutorial. When you do it you will see that it is sucked.

These are the basic steps to perform:

Sign in to your Merchant Center account. At M4C Academy we have a class where we explain it to you step by step: create an account in the Merchant Center Add products to your feed. The more you add, the more can be discovered as free listings.

Tips to position your products in Google Shopping 🏄‍♂️

Before entering the optimizations that you can make to your products, you must take into account that all the execution will be done through the Merchant Center and the rise of data feeds.

Keep in mind that these can be done manually, which takes a lot of time and effort, or you can use different forms of automatic and scalable data feed uploads to set up your product listings more efficiently and in detail.

ways to upload feeds

By optimizing your listings well, you will ensure that you appear on the Google Shopping results page at the top with the exact search terms that the products in your catalog are related to.

Data to be communicated to Google about our product

Highlight that much of the optimization will be done on the specification of Google’s mandatory product data, with this Google gives us clues as to what data we should optimize to make life easier in terms of SEO optimization of our feeds.

❤️️ In short: how many The more data we provide to Google, the more affection it will give us in the SERPs ❤️

What are the best ways to optimize your products? Let’s do it with the following chronological steps + real example:

1. Work on your SEO title

The title is the first thing your potential customers see when they search for the product you offer, so you can’t let it be unoptimized.

Google determines the relevance of a listing for a search through keywords you find in the product information.

The recommendation is that you assign a representative keyword to each product and apply it following the logic of keyword prominence

This can be done through various tools, as well as by analyzing the competition and Google searches related to the product. I recommend the article where we talk about the good practices of Keyword Research.

Once you have the perfect set of keywords for your title, you need to work on the word order as well.

Well-optimized headline example

We see a real example with which I am currently.

I need to buy some wireless headphones to go to the gym:

Analyzing the SERPs we can see how users like me do the search: “wireless headphones for sports” and if we do a quick check on Semrush we can see how this keyword has 210 searches per month + its derivatives about 330.

If we analyze the TOP 6 products positioned on Google Shopping we can see how the product sheets contain similar semantic keywords in their titles.

So a good practice would be: Keyword (Functionality) + Color + Brand

It is important to highlight that we must adapt the product title according to the SERPs that we find in Google Shopping since for the search of headphones we will have to work the brand of the product.

Tip: You can find the best Google Shopping practices for products in eCommerce for the sale of technological products, since it is one of the product verticals with the most competition and sales in Spain.

Furthermore, if we analyze the case of Media Markt, for example, we can see that the fact of introducing more keywords will help us appear in more possible related searches.

“Apple (Brand) + Airpods Headphones (Model) + with Charging Case (Complement)” where we could add White (Color)

Highlight that we will recommend this type of practice especially in TOP sales products of your eCommerce, since at first we will have to automate the titles of all our products so that this task is scalable. And we will make more tailored optimizations to those top-selling products.

2. Use SEO descriptions

It is true that in Google Shopping the description of the product does not appear at first sight in the SEPRs but when you enter the product this description (product details) will appear.

This is where it will be important to add content focused on the product and respecting good SEO practices for product sheets.

Well Optimized Description Example

Continuing with the example of Media Markt, we can see how they have applied an incredible copy focused on the characteristics and benefits of the product without forgetting the semantic keywords representative of their product and its characteristics.

3. Optimize images and get creative

Do not fall into the trap of only uploading 1 image, as it is mandatory in addition to using good SEO practices for images

I recommend you to introduce the complementary and explanatory images of the product or even in use, for a silly thing but you will be surprised by the eCommerce that have these additional images in the product page but do not add them in their data feed.

Small tip, if you sell a product of another brand that you are interested in promoting, take your own photos and do not use the same photos that the manufacturer sends you, in this way you will differentiate yourself from the competition that sells the same brand on Google Shopping.

Example of well-optimized Image:

A sector where this issue is of vital importance is found in personalized badges/magnets/cups where with the perosnalizeon.com project we realized that it was of vital importance. differentiatesince a customizable product the base of the product is almost the same (the sheet metal).

For this reason we decided to send images to the data feed with a common background but to increase our CTR, the result was the following 👇

“Using a non-white background”

plates

4. Categorize your products with “Google categories”

A very common aspect is not working on the category of which the type of product you sell remains according to Google’s categorization. If you do this right, it will allow you to appear in more searches related to the product.

It is an optional option, but it is vital that you use it to make life easier for the categorization of your products. Here I leave you all the possible product categorizations by Google

We see an example following the case of personalized badges with perosnalizeon.com

First we look for the most representative category, here our favorite command «command + F» + the most representative product categories will be very useful.

Once we have the category located, we introduce it in our feed, in the case of WooCommerce we will use the free Product Feed Pro plugin, here is a practical example where I have selected the category IDs and entered them:

conclusion

If you don’t have your Merchant center account enabled, today is a good day to kick it up a notch and take advantage of the opportunity.

In case you already have it, apply the good practices mentioned and you will see how your products will get a better position for their product or related name.

An example is our client ofjuegoyjardin where in the panel of Performance > Control Panel > Free Tokens: All traffic.

We can analyze the impressions and clicks that the product listings are getting organically from Google Shopping, in order to determine the impact of the optimization.

analyze google free tokens traffic

I hope this article allows you grow in the organic part of Google Shoppingfor any questions write me on Linkedin and I will answer you delighted!

See you in the next practical article on SEO for eCommerce ;D

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