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Friday, February 26, 2021
Google’s mission is to organize the world’s information, and organizing product information for shoppers and retailers is an essential part of this mission. In the last year, we’ve introduced several new experiences that enable brands and retailers to list their products for free on Google, whether that’s on Google Search through a product knowledge panel or on the Shopping tab.
To best help users find your content and products in Search, we recommend that websites clearly identify products mentioned.
In the following sections we provide guidelines for manufacturers, retailers, and publishers on how to ensure that Google understands the products they are selling or referencing.
Google relies on accurate and trusted product data to precisely identify products that are available for shoppers.
We recommend providing clear product identification, as this helps Google to match offers to products, and to match products to relevant search queries. You can improve Google’s understanding of products by using unique product identifiers like Global Trade Item Number (GTIN™), Manufacturer Part Numbers (MPNs), and brand names. When using product identifiers, we recommend that the identifiers follow these best practices:
Google adopted use of GTINs as the standard in 2015 so that retailers could reach more customers online.
For products that are sold through a variety of sellers and marketplaces, registering products with the GS1 Global Trade Item Number (GTIN) System provides internationally recognized standard identifiers for unique identification of products both in physical stores and on e-commerce platforms. Registration makes it possible for consumers to identify the source of the product.
Brands and manufacturers can submit product data through Google Manufacturer Center for free, and as part of this process, share the product information to uniquely identify the products to Google. Below are some tips to ensure that Google understands the data that you are providing:
Retailers should ensure accurate product identification on their websites. In addition to general guidelines around GTIN, Google recommends:
When publishers create content, like reviewing products or sharing the latest deals for a given product, it’s important that the products in those reviews be accurately identified. This allows users to find those reviews when searching for products on Google. Google recommends:
Product identity is critical in commerce because it ensures that businesses and consumers accurately understand the origin and unique identity of a product. This also applies to the web and Google Search, where an accurate understanding of a product helps to show the right product to the right user at the right time.
For questions or comments, feel free to drop by our Search Central help forums, or contact us through our other channels.
Posted by Randy Rockinson, Product Manager for Product Data, Google Shopping
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