Identifying Products for Google – How to Do It

B2B Sales SEO services small business

March 9, 2021 SEO

Identifying your products for Google isn’t always simple or easy, which is why Google has now created a list of the best practice for companies and B2B SEO services to follow. These best practices will give the search engine a better overall picture of the product, helping it to categorize the product and better understand when it matches up with user’s query.

Understanding How Google References Products

Google uses a number of different pieces of structured data to categorize products. First, it uses the brand name. Next, Google suggests that businesses include the Manufacturer Part Number and the Global Trade Item Number of the product. This allows Google’s algorithm to accurately identify the product and match it to searches and offers.

How to identify Your Products

Google’s new help document has several recommendations that you and any partner B2B SEO agency should follow. First, product identifiers need to be unique. If an identifier is shared by several products, it makes it difficult for a search engine to know which product to return. Second, these identifiers need to be used consistently. A product should always have the same numbers and name, whether on its packaging, in-store advertising, or online. This also makes it easier for the business owner to track sales and other vital data.

The data you use to identify products should be verifiable. This means a seller or marketplace should be able to check that the information they have is accurate and completed. It helps if you use common identifiers such as Global Trade Item Numbers for this. Again, don’t reuse these numbers or link them to more than one product. Everything needs to be unique.

Make Use of Structured Data

One of the most important things you can do to ensure that your products are found in Google searches is to make use of structured data. By submitting this type of data to Google’s product feed, you will have a much better chance of getting your products in front of the right customers. Retailers should make certain they’re using the same Global Trade information that the manufacturer of the product uses, too. This helps create continuity for the product and keep all information consistent.

Why It’s Important

Making use of structured data is vital for retailers, manufacturers, and even publishers in order to get their products to the right people. It makes it easier for search engines, which in turn makes it easier for customers to find what they want. It helps with everything from board, fairly generic searches to very specific brand searches. If you’re looking for SEO services for small businesses to implement this type of product identification, MacRAE’S can help. Contact us today to discuss what we can do for you.

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