Google Product Feeds Submission
For Google, change happens all the time, like its recent implementation of radical new changes to Google Shopping, while other things will always stay the same: data is king. “We believe that having a commercial relationship with merchants will encourage them to keep their product information fresh and up to date,” said Google’s Sameer Samat on the Google Commerce blog, “Higher quality data—whether it’s accurate prices, the latest offers or product availability—should mean better shopping results for users, which in turn should create higher quality traffic for merchants.”
Google understands two things are true: 1) customers expect complete, accurate product data so they can shop online and 2) Google Shopping is not receiving that product data it needs through Google Product feeds (sometimes called “merchant feeds”).
Before Google made its big announcement about Google Shopping, Google Product Feeds submission was not part of most retailers’ “to-do” list. Few merchants were aware of how their products even got to Google, and even fewer understood that they- the retailers – were responsible for product submission to the search giant.
Unlike organic search, where Google proactively searches the web for the information it wants, Google Shopping product search uses product feeds as its principal source of product information. For a company who has staked its reputation on the quality of the data it delivers, Google found those product feeds were often incomplete and rarely updated.
For many product searches on Google today, shoppers receive just a few minimal product attributes: the product name, an image, a part number, and sometimes a product identifier. For many shoppers, those details aren’t just insufficient – they’re preventing a sale. The vast majority of shoppers don’t need a part number and can’t use it as a basis for product comparison or shopping.
Google’s recent attempts to improve the quality of data in Google product feeds reflects their need – and consumers’ demand – for more, fresher, structured product data. Determined to receive and deliver more relevant product data, Google forged a partnership with Edgenet. Edgenet’s Ezeedata is the only solution in the world that delivers product data to Google in a product feed directly from suppliers.
The Edgenet – Google partnership shows that while product feeds submission can be tough to get a handle on, the goal remains the same – receiving and delivering thorough, relevant data.