Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Google Features

3 Big Google Product Updates Will Help Retailers Improve Searching for Products

By Iris Hearn

3 Big Google Product Updates Will Help Retailers Improve Searching for Products Blog Feature

Last week, Google announced new features that would give retailers better ways to provide information about their products in search results.

As users strive to get faster answers to their questions, detailed and accurate product information displayed in search results can determine making a deal or losing a potential lead.

Google recognizes this.

They state on Webmaster Central Blog:

“Connecting potential customers with up-to-date and accurate product information is key to successful shopping journeys on Google, so today, we’re introducing new ways for merchants to provide this information to improve results for shoppers.”

The updates span three different Google tools and will work together to streamline the process of submitting, checking, and updating product information for retail brands. Each update is designed to help enhance the shopping experience, but they tackle it from a slightly different angle, so marketers should be aware of what these updates include.

Here’s what’s changing:

1. Merchant Center Features for All

Most notably, Google is expanding its Merchant Center capabilities to all retailers.

For those that are unaware, Google’s Merchant Center is a tool that allows brands to upload brand-specific and product-specific data like store name and location, product lines, and product descriptions to Google.

In the past, this feature could only be accessed by those running Shopping Ads or other Google Ad campaigns, but the expansion will now allow anyone to upload their data to the tool.  

This also means that the data available on Shopping Ads will now be featured in Search or Google Image results. This means that information that was once could only be viewed on an ad - like a sale price, availability, product type, and shipping information - will now be available even if you’re not running ads.

This update is mutually beneficial for brands and products alike.

Now, brands can keep their data consistently updated in real-time by providing the information directly to Google and users can have a more accurate, streamlined shopping experience in their regular search behavior. They can alert their users of sales, new items in stock, or where they ship to before they even click onto the website, and that can be a huge factor in the decision making process for consumers.

Google noted in their announcement that these results will be ranked in the same way other queries currently are, and solely based on relevance to the user’s search query.

In other words, no special treatment will be given to those brands that have updated product information uploaded to the Merchant Center - and no payment is required to have the extra information shown.

Brands may still see an increased click-through-rate from doing this, however, as more details will likely prompt a user to move forward with the results to learn more.

Google is starting the expansion of the Merchant Center in the U.S., and support for other countries will be rolled out later in the year.

2. New Report in Search Console

Google also added a Search Console report that makes it easier to ensure any rich snippets brands may add to their products are working properly.

Rich snippets, also called structured data markup, refer to lines of code in a webpage that instruct Google on what information to pull

This helps Google better understand the products you sell just by looking at your pages and helps ensure you show up for the search results you intended.

Search Console’s new “Products” report helps marketers ensure the rich snippet data is being understood properly by Google. Similar to the Rich Results test, this report evaluates your product-specific snippets and identifies any existing issues for the markup on your website and offering help troubleshoot what the source of the issue could be.

Additionally, when you believe the issue is fixed, you can request a recrawl of the page directly in the Products tool, and validate if it was resolved.

3. Manufacturer Center

Google’s Manufacturer Center, a platform where brands can share detailed product information with Google, has also been updated with features that can improve a brand’s visibility and make it easier to provide accurate and up-to-date product information.

Unlike the Merchant Center, the Manufacturer Center allows you to share general product information that can help Google understand what you’re selling. This is typically where you would build out your product catalog and fill in product-specific features.

The updates to the Manufacturer Center include the ability to add a product description, variants of product details, and also includes the ability to add rich content like high-quality photos and product-specific videos.

This can help potential customers find your products much faster and help streamline the discovery process, making them more sales-ready as they enter your website.

Final Thoughts

While these updates accomplish similar things, they all work together to help Google - and your users - better understand what you’re selling.

As more and more online activity is done through Google, consumers don’t want to spend time clicking in and out of different retailers websites to find the right option for them.

These updates allow users to get the information they need without leaving the search window, and in turn, increases the value of both click-throughs and impressions for products and helps inform a wider audience of your offerings.

Topics:

Google Features
Published on February 28, 2019

Recent Articles

Google: 'Here's how to prepare for the future private web'

By Liz Moorehead on July 16, 2021
4 min read

What the heck is going on with all the Google updates? (Content Lab, Ep. 54)

By Liz Moorehead on July 15, 2021
1 min read

ICYMI: Digital marketing news update for July 6, 2021

By Liz Moorehead on July 6, 2021
5 min read

ICYMI: Digital marketing news update for June 28, 2021

By Liz Moorehead on June 28, 2021
6 min read

ICYMI: Digital marketing news update for June 21, 2021

By Liz Moorehead on June 21, 2021
5 min read

Finally, Google page experience core update is rolling out

By Liz Moorehead on June 18, 2021
3 min read

ICYMI: Digital marketing news update for June 14, 2021

By Liz Moorehead on June 14, 2021
6 min read

What is a featured snippet? [Definition + Examples]

By Kevin Church on June 10, 2021
4 min read

ICYMI: Digital marketing news update for June 7, 2021

By Liz Moorehead on June 7, 2021
6 min read

Google June 2021 core update live, July core update coming

By Liz Moorehead on June 4, 2021
3 min read

ICYMI: Digital marketing news update for May 24, 2021

By Liz Moorehead on May 24, 2021
6 min read

ICYMI: Digital marketing news update for May 17, 2021

By Liz Moorehead on May 17, 2021
5 min read

ICYMI: Digital marketing news update for May 10, 2021

By Liz Moorehead on May 10, 2021
6 min read

Google confirms demise of Q&A search feature, Question Hub lives on

By Liz Moorehead on April 26, 2021
1 min read

Big Google algorithm update moved to June with new performance report

By Liz Moorehead on April 21, 2021
4 min read

Google: 'zero-click search' claims and data 'misleading'

By Liz Moorehead on April 5, 2021
6 min read

10 Google Analytics metrics you absolutely must track (updated)

By Magdalena Day on March 29, 2021
5 min read

Meet the new Google My Business review management view

By Liz Moorehead on March 20, 2021
2 min read

Google 'price drop' structured data for e-commerce can grab buyer eyes

By Melissa Smith on March 9, 2021
2 min read

Google Search Console now has news performance reports for publishers

By Kaitlyn Petro on January 18, 2021
3 min read

Google now testing short videos carousel in mobile SERPs

By Joel Waggener on January 14, 2021
2 min read

Google Question Hub beta available in US, here's what you need to know

By Vin Gaeta on January 11, 2021
2 min read

Google: Core Web Vitals can be impacted by 'noindexed' pages

By Kaitlyn Petro on December 26, 2020
4 min read

Google teases featured snippet update with multiple links

By Nick Bennett on December 14, 2020
2 min read

Google’s Mueller weighs in: Is the importance of exact match keywords decreasing?

By Kaitlyn Petro on November 18, 2020
2 min read