Looking to Buy? Google It!

How much do golf clubs cost? What brand of golf clubs should I buy? How much should I spend on my first set of golf clubs? Traditionally, the best way to find the answers to these questions was to visit various golf stores, talk to golf professionals, or gain feedback from friends or colleagues who have exhibited strong knowledge of the sport. You would then have to sit back and reflect on all of the information and comments you received on your long, tedious journey of finding the perfect set of beginner clubs. Today, the answers to those same questions can be answered with one phrase: “Google it.”

Whether you swear by the phrase or can’t stand it, we have all used it. To some it’s a cop out, to others it’s a single source of truth. Either way there is no denying that when it comes to shopping, today’s digital savvy consumer almost always starts their search to find the best product at the best price on Google.

Back in September, Google announced its plan to launch a product search page within Google Shopping. The idea behind this plan was to increase search relevance by displaying sets of products that are more appealing to consumers. This would be achieved by including multiple large product images in addition to text links. The redesign established requirements for retailers to provide more data about products in their product feeds such as UPC codes and manufacturer data.

In October, Google gradually began enforcing the new requirements by implementing additional checks over time in order to ensure a smooth roll out and give their merchants more time to react to errors and data problems. The Google Commerce Blogspot posted an entry that provided a few ways that a merchant can make sure their product data feed was in good shape.

Just recently, Google announced that its latest search change would encourage companies to update content. Retailers that planned to increase search rankings would need to keep their sites from going stale. The announcement was made in a blog post by Google employee, Amit Singhal, who offered the following example to readers: “For example, if you’re researching the best SLR cameras, or you’re in the market for a new car and want a Subaru Impreza review, you probably want the most up-to-date information.” Online merchants are being encouraged to adjust with the Google changes by seeking out the best ways to put fresh content onto their ecommerce sites. Kevin Lee, CEO of search marketing firm Didit, offers the following advice: “Merchants should rethink both their own product data descriptions and also make sure that user reviews are happening whenever possible, especially when they are good reviews.”

As you can see, it is important to provide fresh, up-to date product information. After all, if you are making the effort to show up in search results when potential consumers are “googling” your product, wouldn’t it be wise to make sure that when they click on your product there is no need for them to search anywhere else?  Companies that monitor their product data through the use of a Product Information Management (PIM) Solution hold a competitive advantage over companies that don’t. And if you don’t believe me…Google it!

Sources:

Google to beef up search within Google Shopping

‘Fresh’ is the new black: Google’s latest search change encourages updated content

Advertisements