Google: Best Technical SEO Practices for Ecommerce Sites

Google provides guidance and tips to SEOs and Ecommerce sites on sharing accurate information to Google about their products from time to time. Providing such information will help Google understand the page better.

Accurate and timely data such as product stock levels can help Google apply special filters in SERPs to display the product data, assisting the shoppers with their buying decision.

Additional data displayed on the SERP are rating, review, pricing and current stock level. Such information can bring in more quality traffic to the website. 

Google displays product information in Google Search and can show it in Google Images, Google Shopping, and Google Maps. It also expands the visibility of the brand in other Google Services. 

Google Developer Advocate Alan Kent shared a number of ways through which SEOs and Site owners can provide the information to Google. 

Product Data vs Other Data Types

One question always pops up in the site owner’s mind why Google can’t pull this information on its own rather than waiting for them to supply such information.

As Google is pretty apt in crawling and indexing the other types of content, but they have their limitation in pulling up several pieces of data from product pages. Hence, they rely on site owners to provide the information with the help of structured data, merchant centre and product feed.

Google wants owners to verify the accuracy of specific data by upfront providing it in the way the search engine understands. Examples of such data include:

• Original price vs discounted price
• Related products vs actual product being sold
• Price of product vs taxes & shipping costs

Here are some of the ways how site owners can provide relevant data to Google – 

• Structured data

Providing information with the help of structured data is one way you can provide the required product details to Google. There are different formats for structured markup implementation. However, the structured data must be implemented in JSON LD format, which Google most prefers. 

• Google Merchant Center

 You can also provide data through Google Merchant Center in the following ways:          

1. Manual submission of feed from all products on Google Merchant Center
2. Developer can use API to update product data individually

Finally, all the above Technical practices are essential, but one should not undermine the Importance of SEO when it comes to gaining visibility in E-commerce search results.

 “Remember that SEO still matters for organic search. Make your product details, such as images and descriptions, appealing to your customers.”

You can watch the entire video below: 

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