eCommerce SEO Tips for Your Website
Google provides six eCommerce SEO tips for your website using structured data and the Google Merchant Center.
According to Google, six SEO tips combine structured data with Merchant Center to maximize the impact of your website on Google search results. Alan Kent, a Google Developer Advocate, provides a detailed description of each tip in a new video posted on the Google Search Central YouTube channel. Kent stresses the importance of Google Merchant Center because it enables retailers to post product information in structured feeds.
Google Merchant Center
Google Merchant Center feeds are utilized to gather data from eCommerce websites, which means data is extracted more accurately than Googlebot crawling. However, this does not suggest you should forego utilizing structured data on product pages and depend on Merchant Center alone. Product structured data is still critical even if you provide product data directly to Google with a Merchant Center feed.
Google Merchant Center feeds are utilized to gather data from eCommerce websites, which means data is extracted more accurately than Googlebot crawling.
However, this does not suggest you should forego utilizing structured data on product pages and depend on Merchant Center alone. Product structured data is still critical even if you provide product data directly to Google with a Merchant Center feed.
Google's eCommerce Recommendations
Google cross-references data from the Merchant Center feed with structured data on your website to ensure accuracy. Google’s eCommerce recommendations focus on maximizing the value of both tools.
1. Products must be indexed.
Googlebot may fail to discover product pages on eCommerce websites if they aren’t connected to other pages. For instance, on some product pages, Googlebot might not be able to access them unless they are visible from on-site search results. An XML sitemap, for example, is an excellent way to ensure that Google crawls every page on your site, including product pages.
Allowing Google to discover all of the products on your website through a Merchant Center product feed will help you increase sales. The product page URLs are provided to the Googlebot crawler to use as starting points for crawling additional pages.
2. You should check search results for product prices for accuracy.
Google might display the original price of your product instead of the discounted price on search results if it gathers pricing information from your product pages incorrectly. To ensure an accurate listing of list prices, discounts, and net prices, you should add structured data to your product pages and provide it to Google Merchant Center with structured product data feeds. This will allow Google to correctly extract prices from product pages.
3. Reduce the price and availability lag.
Google crawls your website’s pages at its own pace, so Googlebot may not notice alterations until the next crawl. These delays can result in outdated search results due to site alterations, such as a product going out of stock.
Google recommends using Merchant Center product feeds to keep your website’s pricing and availability data consistent with Google’s understanding of your site since such data may become outdated due to timing lags.
4. Products must be eligible for rich product results.
Structured data is required to get rich product results. Google recommends using product pages and a product feed in Merchant Center to obtain the particular rich product presentation format.
Having the appropriate structured data will help Google understand how to extract product data to display rich results. Even though rich results are displayed at Google’s discretion, even with the appropriate structured data in place, Google’s understanding of how to extract product data to display rich results will be improved.
5. Allow Users to View the Products Inventory Information.
Make sure your in-store products are discovered by people entering queries containing the phrase “near me.” Register your physical store location in your Google Business Profile, then send an inventory feed to Merchant Center.
Google can obtain your inventory’s physical location based on the local inventory feed. In addition, Google recommends using Pointy, a device that connects to your in-store point-of-sale system and automatically reports inventory data to Google.
6. Search results are maintained using the data.
Products may not appear in the Shopping tab even though they are available in search results. To determine whether your items appear in the Shopping section, search for them.
Google Shopping relies on structured data and product feeds to function, but you must provide these feeds through Merchant Center and enable ‘surface across Google’ to be included in the Shopping tab.
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