Google Shares 6 Tips for Ecommerce Search Results

Wakas Javed

Google has released a new video with six tips on how to make your ecommerce site stand out in search results.

The video begins by highlighting three key elements that help ecommerce product pages stand out:

  1. Images help website visitors understand the product
  2. Star rating increases trust
  3. Pricing and availability help buyers choose between sellers

Some of these items rely on structured product data to qualify for enhanced listings, while others require participation in the Google Merchant Center feed.

1. Title Tags

Kent discusses title links, links that appear on search engine results pages (SERPs) generated from the title tag of a web page.

He explains that when the title element doesn’t adequately describe what the web page is about, Google rewrites it using the title content at the top of the page or even the anchor text of the link to the web page.

He also advises being careful with automated product title tags to ensure there is no duplicate content or missing information.

“Relevant title link can assist users to understand what you have to present by driving quality traffic to your site. Low-quality header links can ruin your site’s user experience.”

Allen warns against using dynamically generated title tags to add availability or pricing data to title tags, as there will be a delay between the updated title tag and the updated link to the title appearing in the SERPs.

He recommends using Google Site: Search to check how the title tag looks when it appears in search results.

2. Add High Quality Images

High-quality images are a consideration for user experience as they help potential customers make decisions about a product.

Alan Kent shared:

“We understand that users generally respond well to top quality images, use key frames be minimum 1200 pixels wide.”

He recommends inspect the site for low-quality images and change them with top-quality photos.

Kent also suggests checking the Max Image Preview metadata as it tells Google how these images will appear in the SERPs.

Finally, it promotes the use of structured product data to help Google identify the right images to show in search results.

Many businesses see things like images as a way to help their website rank higher in search results.

But it is more productive to look at product images in terms of how they help consumers make decisions about a product.

This means that when it comes to product size questions, it makes sense to assign products to everyday objects of nearly the same size.

Different angles can help, such as showing what a model’s outfit would look like, what furniture would look like in a room, or how an attractive fence might look in a garden.

3. Share Rich Product Data

Structured data helps Google better understand web pages and qualify them to show up as enhanced results, which it calls “custom display techniques” in search results.

Structured product data should include the following key elements:

  • Product Title
  • Description
  • Images
  • Rating
  • Price
  • Availability

See the Structured Data for Google Products guidelines to see which properties are required and which are optional. Structured data policies are constantly changing, which could result in products losing enhanced listing in search results if structured data no longer meets Google’s requirements.

For troubleshooting, use the Search Console URL Indexer tool to verify that the page is indexed, then use the Rich Results Tester tool to determine if there are errors in the structured data.

4. Stock Price Decline Data

By sharing pricing information with Google, product pages may be eligible for special markdowns in search results, which may be worth noting.

They are not guaranteed to appear in search results with special discounted presentations.

To challenge a page with markdowns for big results, you must include the offer property in your product structure data, which is a specific price point, not a price range.

5. Identify The Product You Are Selling

This tip recommends using an accurate product ID such as a GTIN, using a combination of Google Merchant Center feeds and structured product data.

Following these suggestions can qualify your product for offers such as product carousels.

6. Create A Business Profile

Lastly, Kent recommends creating a Google business profile if the company has a physical presence.

“This can be done through Google’s Business Profile Manager.”

If you follow this advice, the website is eligible for a special list next to the search results.

This type of ad is only available to businesses with a physical presence in a store or closed service area.

Cited Resources

Check your header link in search results

Robots.txt Meta tag specification

Google Search Gallery for using structured data

Structured product data, including pricing information

Register your business profile with Google

Featured Image: Use from FreePik/Rawpixel

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