How to identify your products for Google

Product Identification for Google

How to identify your products for Google

Google has published an inventory of best practices to make sure that its program understands the products that are being referenced. Manufacturers, retailers and publishers should use structured data and supply an accurate GTIN whenever possible. The list contains an evidence of how Google identifies products, also as tips for manufacturers, retailers and publishers.

How Google identifies products

When referencing products, Google recommends using the Manufacturer Part Numbers (MPNs), Global Trade Item Numbers (GTINs), and brand names. This helps the program 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 employ should even be accurate and consistent in order to be used across the ecosystem, both online and physically.
  • Use verifiable data. Using verifiable identifiers enables marketplaces to see that your product data is complete and accurate.
  • Use widely known identifiers. Applying globally recognized product identifiers, like GTINs, makes identifying your products easier for stakeholders in other markets.

Advice for brands and manufacturers

To help Google identify products, they recommend that brands and manufacturer use its Manufacturer Center to submit their product data. Adhering to the subsequent tips can help Google make the most out of the info you submit:

  • Make sure your products have GTINs. Items must have a singular GTIN to be submitted in Manufacturer Center. You’ll visit the GS1 website to find out the way 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 items can make marketplace catalog data inaccurate.
  • Custom products should also follow product identification best practices. Within the case of bespoke, artisanal or similar products, brands can use unique SKUs or MPNs to spot their offerings.

Advice for retailers

Retailers can follow the practices below to make sure Google can properly identify their products.

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

Advice for publishers

Some publishers create content supported products, like reviews or tutorials. It’s important for those who create contents to accurately identify the products their content is about.

  • Use the precise name of the merchandise. This might make it easier for users and search engines to know what’s being referenced.
  • Apply structured data. You’ll markup your content with the acceptable structured data, including the GTIN, to inform search engines what your page is about.
  • Use the right GTIN. If you can’t find one, or there isn’t one, don’t invent or use a GTIN from another product.

Why we care

Making it easier for search engines and marketplaces to spot your item also will make it easier for potential customers to get and thus purchase those item. This is often 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 item, this information also can be used to build out your product knowledge panel, which could help them make a purchasing decision.