Google Shopping SEO

Google Shopping SEO Services

If you are an eCommerce company selling online, you may have already gone through an arduous drill to get where you are.

Designing a responsive online store. Having a detailed product catalogue. Having a strong SEO and content marketing strategy. Promoting your online store online and offline.

But if you are looking to give your online store some extra boost, you will want to look into other avenues that can give you some extra visibility and a position among precious online real estate.

That’s where Google Shopping comes into the picture.

Benefits of Google Shopping for eCommerce Businesses

Now that you know what Google Shopping is and entails, let us talk a little bit about the many benefits that you can gain from it as an eCommerce store. Here are some that you should consider to decide if the feature is suitable for your online store.

Improved Online Visibility

One of the biggest advantages that you can get as an online store, when you leverage Google Shopping is the increase in their online visibility. Google Shopping can give your products the much-needed spotlight on the SERPs, even if your website might not be ranking well organically.

Qualified Traffic

If you have an up and running online store, you may be seeing plenty of potential customers visit your website, browse through your products and jump right off your website to the next.

Google Shopping on the other hand attracts highly qualified traffic as these listings have the image, prices and reviews for each product. This means that you will be able to expect a genuine purchase intent from users who click on Google Shopping product listings, leading to higher conversion rates.

Enhanced User Experience

Google Shopping provides a visually enhanced user experience to your users and potential customers. You will have product listings with detailed product descriptions, prices and reviews. Shoppers will be able to seamlessly compare products from different online stores and make informed decisions without having to visit those websites. This kind of a smooth user experience leads to more conversions and customer satisfaction.

Google Shopping is also optimised for mobile experience making it even more user-friendly and enhancing the shopping experience for mobile users. You can leverage enhanced eCommerce tracking, a feature of Google Analytics to monitor the performance of your online store.

Cost-Effective Advertising

Holding any position on the first page of Google SERPs is precious digital real estate. Featuring on the top of these SERPs, and leveraging the Cost-Per-Click (CPC) model of Google Shopping makes it an effective advertising approach. Also, you will not be charged till a customer actually clicks on your listing, so it will not put any kind of strain on your advertising budget. Not to forget, Google Shopping provides you a lot of remarketing opportunities for your product.

Easy Product Management

The management of your products on Google Shopping listings is actually quite simple with the help of Google Merchant Center. The platform enables the management of product feeds on Google Shopping and offers a user-friendly interface that you can use to manage your product attributes, pricing and inventory. This will help you enhance the user experience of your potential customers, and help you minimise any kind of errors on your listings.

Detailed Performance Insights

Through Google Merchant Center and Google Shopping, you will be able to use a wide array of robust reporting tools that will help you track the performance of the products you have listed on Google Shopping. You will be able to gain valuable insights into important metrics such as clicks, conversions, impressions and more to tweak the performance of your products.

Best Practices for Google Shopping SEO

Now that you have completely understood what goes into creating and managing a successful Google Shopping product listing, it is time to check out the best practices associated with the platform. It is recommended that you run regular SEO audits to ensure that you follow these practices and your product listings are performing well.

Leveraging these best practices ensure that you are able to implement SEO for your Google Shopping listings, and boost their performance on SERPs — and appear as a touted SERP feature. So, here are the top Google Shopping SEO tips you should keep in mind:

Monitoring and Analysing Performance

At the risk of repetition, we would like to emphasise on the importance of monitoring and analysing the performance of your Google Shopping account to ensure that it delivers on your expectations.

You will need a powerful web analytics tool such as Google Analytics or Surfer SEO, to help you generate crucial insights. These tools will equip you with useful insights that can then empower any strategies that you have created to leverage Google Shopping effectively.

It is also important to measure your performance on some of the key metrics such as:

• Click-through Rate (CTR)
• Cost Per Click (CPC)
• Return on Ad Spend (ROAS)
• Revenue
• Return on Investment (ROI)
• Customer Centric Metrics (Impressions, Engagement, and more.)

You will also be able to track some of these Google Shopping specific metrics on the platform by accessing the performance reporting section of your Merchant Center account. Keeping track of these metrics, and the overall performance of your Google Shopping listings will ensure that you are able to decide the right products to list, and an effective strategy to capitalise on that extra visibility.

More importantly, you should keep an open mind, and flexibility to change your strategies or approach if a specific one is not working as planned. You want to identify areas that need improvement and optimise them so that your product listings generate good traction.

Competitive Analysis and Pricing Strategy

Whether you have a small Wix store based in Brisbane to sell your homemade products, or a full-fledged Magento-powered online marketplace hosting vendors and customers, you will need a strategy. When we talk about leveraging Google Shopping for your website and company, you will especially need a good strategy.

But this is a good time to remind yourself that your online store is not exactly operating in a silo. There are many competing online stores vying for or already at the prime spot on the SERPs. To stand strong against this kind of competition, you will need to carry out competitive analyses periodically.

A key factor in determining your success on Google Shopping is achieving the delicate balance between your product pricing, and value proposition.

What’s more, you will also need to set pricing strategies that reaffirm your positioning in the market. If you are a designer fashion store selling high-end luxury goods, you may want to opt for a premium pricing model. Whereas, if the ethos of your online store is affordability and accessibility, you might want to consider having a competitive pricing strategy in place.

Of course, the bottom line in all of this is to ensure that you are able to operate your store, and manage your Google Shopping product listings without sacrificing your profitability. It helps to check what other competitors with similar positioning are doing to keep up in the market, so that you can optimise your strategies accordingly.

Utilising Customer Reviews and Ratings

Talking about competition, the question that always lingers is — how do you stand out in this competitive market? How do you let your prospects know that your users and customers love your products and brand?

The answer is simple — promote the messages that your customers leave for you — good and bad. That way, your customers will get a semblance of authentic physical shopping experience even in the digital shopping realm. They will identify with and appreciate the humans behind your brand, and the ones buying your products.

We cannot possibly overstate the importance of social proof when it comes to the Google Shopping platform. When you are competing with so many products from different brands on such a popular platform, you are going to need all the reviews and ratings that you can present, to convince customers to choose you.

To accomplish this, you should encourage your customers to leave reviews and ratings on your products and be responsive to their feedback. You can also leverage the positive comments to enhance your product visibility when you present them on Google Shopping.

Remarketing and Ad Campaigns

As an online store or marketplace, you may already be aware of the marketing and promotional efforts that go into selling your products. Selling your products via Google Shopping should be no different.

Google Shopping can be a great way to get the best out of your remarketing ad campaigns, but only if you promote it the right way. If you have products that you have already marketed on your website, but want to boost sales for, remarketing your Google Shopping results might help target your previous visitors who did not make a purchase.

You can do this effectively with the help of powerful ad campaigns for pushing your products through Google Shopping. Running strong ads will help you redirect your target audience to your Google Shopping product listings.

But it is important to do this smartly. To do so, you will need to implement strong strategies to help you optimise your ad spend and return on investment. It is recommended that you spend more on products that you know will contribute more to your bottom line.