Search Engine Land
  • SEO
    • > All SEO
    • > What Is SEO?
    • > SEO Periodic Table
    • > Google: SEO
    • > Bing SEO
    • > Google Algorithm Updates
  • PPC
    • > All PPC
    • > What is PPC?
    • > Google Ads
    • > Microsoft Ads
    • > The Periodic Tables of PPC
  • Focuses
    • > Local
    • > Commerce
    • > Shopify SEO Guide
    • > Content
    • > Email Marketing Periodic Table
    • > Social Media Marketing
    • > Analytics
    • > Search Engine Land Awards
    • > All Focuses
  • SMX
  • Webinars
  • Intelligence Reports
  • White Papers
  • About
    • > About Search Engine Land
    • > Newsletter
    • > Third Door Media
    • > Advertise

Processing...Please wait.

Search Engine Land » Google » Google Ads » Google Shopping Ads » How to identify your products for Google

How to identify your products for Google

Manufacturers, retailers and publishers should use structured data and provide an accurate GTIN whenever possible.

George Nguyen on February 26, 2021 at 4:49 pm

Google has published a list of best practices to help ensure that its search engine understands the products that are being referenced. The list contains an explanation of how Google identifies products, as well as tips for manufacturers, retailers and publishers.

How Google identifies products. Google recommends using Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs) and brand names when referencing products. This helps the search engine more accurately identify products and match them to offers and relevant searches. When using product identifiers, Google recommends the following:

  • Use unique identifiers. Products shouldn’t share identifiers with other products. The identifiers you use should also be accurate and consistent so that they can be used across the ecosystem, both online and physically.
  • Use verifiable data. Using verifiable identifiers enables marketplaces to check that your product data is complete and accurate.
  • Use widely recognized identifiers. Applying globally recognized product identifiers, such as GTINs, makes identifying your products easier for stakeholders in other markets.

Advice for brands and manufacturers. To help Google identify products, it recommends that brands and manufacturers use its Manufacturer Center to submit product data. Adhering to the following tips can help Google make the most out of the data you submit:

  • Make sure your products have GTINs. Products must have a unique GTIN to be submitted in Manufacturer Center. You can visit the GS1 website to learn how to assign GTINs to your products.
  • Don’t recycle or share GTINs. Each product should have its own unique GTIN. Recycling or sharing GTINs across multiple products can make marketplace catalog data inaccurate.
  • Custom products should also follow product identification best practices. In the case of bespoke, artisanal or similar products, brands can use unique SKUs or MPNs to identify their offerings.

Advice for retailers. Retailers can follow the practices below to ensure Google can properly identify their products.

  • Apply structured data. You can add structured data markup to your site and submit structured data to Google through a product feed.
  • When possible, provide a GTIN. The GTIN can be included in a page’s structured data and/or in the product feed. When a GTIN isn’t available, retailers should use brand and manufacturer part numbers to identify the product.
  • Avoid using the wrong GTIN. Google discourages recycling GTINs. Retailers should also avoid registering their own GTINs unless they’re also the product manufacturer.

Advice for publishers. Some publishers create content based on products, such as reviews or tutorials. It’s also important for those content creators to accurately identify the products their content is about.

  • Use the exact name of the product. This may make it easier for users and search engines to understand what is being referenced.
  • Apply structured data. You can markup your content with the appropriate structured data, including the GTIN, to tell search engines what your page is about.
  • Use the correct GTIN. If you can’t find one, or there isn’t one, do not invent or use a GTIN from another product.

Why we care. Making it easier for search engines and marketplaces to identify your products will also make it easier for potential customers to discover and therefore purchase those products. This is helpful for users at every point of the funnel: If they’re using broad search terms, providing search engines with accurate product data can help them match your product to the query. If they’re looking specifically for your products, this information can also be used to build out your product knowledge panel, which could help them make a purchasing decision.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


New on Search Engine Land

    How to ensure influencers help your SEO campaigns

    Webinar: Dominate your competition with Google auction insights and search intelligence

    Vimeo adds structured data to all public videos to improve Google Search visibility

    How to manage and edit your Google Business Profile from Google search

    Google Search Console page experience report now tracks more desktop search features

About The Author

George Nguyen
George Nguyen was an editor for Search Engine Land, covering organic and paid search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.

Related Topics

CommerceGoogleGoogle Shopping AdsSEO

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.

March 8-9, 2022: Master Classes (virtual)

June 14-15, 2022: SMX Advanced (virtual)

November 15-16, 2022: SMX Next (virtual)

Learn More About Our SMX Events

Discover time-saving technologies and actionable tactics that can help you overcome crucial marketing challenges.

Start Discovering Now: Spring (virtual)

September 28-29, 2022: Fall (virtual)

Learn More About Our MarTech Events

Webinars

Data-Driven Answers to Achieve Omnichannel Success

Is Your Marketing Stack Ready for Omnichannel CX?

Outrank in Organic Search with These 5 Core Tactics

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

The Retail Renaissance Report, USA Edition: 4 Keys to Predicting Online & In-Store Demand Across Global Markets

Thinking Bigger About Marketing Budgets

See More Whitepapers

Receive daily search news and analysis.

Processing...Please wait.

Topics

  • SEO
  • PPC

Our Events

  • Search Marketing Expo - SMX
  • MarTech

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2022 Third Door Media, Inc. All rights reserved.