Our Product Search service is primarily centred towards Google Shopping but the principle can be replicated across any similar platform.
That makes it a great way to gain additional sales and ROI from your natural search campaign.
Optimising for Google Shopping (formerly Google Product Search), requires very careful set up of an optimised XML feed of all the products in your database (don’t just rely on the un-optimised XML feed generated by your shopping cart) combined with the keyword and industry research carried out during the natural search campaign.
It’s important to ensure that all links within the XML feed are correctly tracked using your analytics package and sales are attributed to the right source for tracking purposes – if not then they will all be attributed to Google Organic Search.
Gaining strong visibility in Google Shopping results can have a big impact on sales thanks to the intelligent way in which Google embeds product search results into the normal natural search results. If you spot a particular keyword with embedded product search results then it can be easier to target that keyword using your product search feed than with natural search.
Don’t just optimise your shopping feed for product related keywords, it’s important to consider the primary category level keywords and understand how you are going to optimise the feed for these as well. In some sectors it works well to pick one top selling product and optimise this for the primary category level keywords while in other industries the best strategy is to optimise multiple products for category level keywords and let Google choose the best one on a case by case basis.
Reviews also play a big part in optimising for product search – the more customers who leave a positive review of your service as a company the more Google will feature your products. We use a number of strategies to encourage customer reviews ranging from follow-up emails to prizes and discounts.
It’s important to note that the reviews need to be on trusted third party websites such as Trust Pilot or Feefo in order for Google to recognise them. These are the same sites that Google uses to populate the star ratings that are often seen next to AdWords adverts.