Optimzation of Google Products Data Feeds

I have been looking at ways at optimizing the data feeds for Google products listings. I am doing research and all trials and this is what I assume the right way to get the listings on to the top of the product search results. If we follow the best practice and guidelines then it may surely be in top in the search results. Here are few guidelines which I feel will help.

(If you want to know how to create a data feed, then visit Google Merchant Center, which provides step-by-step process to create one.)

1. Specify Geographic Country: When you register for or sign in the Google Merchant Center you will be asked to enter the country for your target audience. Make sure you enter the right country. This will help you target the right audience as it increases the relevancy of your product's listing. Thus, it improves the quality of traffic and reduces the bounce rates.
   
2. Identify Right Keywords: Just as you identify keywords for organic search engine optimization, in the same way identify the keywords for the product data feed. Once you identify the keywords check if you can use them in the title and description of the products in the data feed. Try repeating them - but it should not look silly for the readers. Make sure title is about 65 characters and description is less than 160 characters. Also, ensure you are not repeating the same title for different products.


3. Product Type: Google Merchant Center uses the product taxonomy to categorize the products. Do make sure you specify the right category and are as specific as possible. Search for the right category here for your product and specify the same in the data feed.



4. Enter Relevant Attributes: Google provides the merchant to enter three types of attributes viz. mandatory, recommended and optional. Include all the mandatory and recommend attributes and as many of the optional attributes as possible. You can find the list of attributes here.


5. Images: Do submit high quality images. The best and minimum size of the product image that can be submitted is 300 x 300 pixels. If you have larger images, do not re-size them. Just give the path in the feed.


6. Data Feed Quality: Do check the data feed is formatted correctly. You can review this page for formatting guidelines.


7. Check Performance: Use the performance tab in Merchant Center to check average item performance. See how many of your items are currently searchable in Google Product Search, and track clicks by item. Learn more about the 'Performance' tab.


8. Track Your Listings: You can track your listings through Google Analytics. You can measure the traffic that is being referred from Product Search by adding tracking parameters to the URLs you submit. Keep track of products listings which are working well and try to tweak the ones which are not working well. The feedback received from Google Analytics will help to adjust the product feed. Check here for more details.


9. Data Feed Update: Ensure that you regularly update the data feed accordingly when there are any changes in product details like price and specifications. Do update the attributes accordingly and upload the feed on regular basis. You can also automate your data feeds so that they are submitted to Merchant Center regularly. Learn more about the available options to upload your data feed.

Last but not least, do provide as specific and quality information of the products as possible the product data feed. This may help a better ranking in the product search. As in Adwords or organic search the long tail keywords will lead to conversions. So, do not worry if your products are not being on top for generic keywords. We need to really bother about long tail keywords and specific product name rankings as those are the words used by prospects and will lead to sales.