Tag Archive for: online retailers

If you are an online retailer, you are no doubt familiar with Google’s wide array of special features built for online shopping. You are also probably aware of how confusing it can be to get included in these unique search results.

To help clarify this process and make it easier to get your products highlighted in Google’s search results, the search engine recently revealed some technical tips and tricks for e-commerce sites. 

Why It Takes Extra Work To Get In Google Shopping Results

The first question most business owners or site managers might have when they start trying to get their products included in Google Shopping results is “why do I have to do all this extra work?”

Google’s whole thing is analyzing sites and automatically delivering that information in its search results, right? Why can’t they just pull your product info when your pages get indexed?

The simple answer is that Google knows online retail changes very quickly and shoppers get very frustrated with out of date or inaccurate information. If this became a frequent problem, users would likely stop paying attention to Google’s product-related search results. 

While the search engine regularly re-indexes updated webpages, it can’t guarantee pages will be indexed fast enough to ensure information is up-to-date for searchers. 

Additionally, there are some features which online retailers tend to provide to help shoppers which can make things a little confusing for search engines to understand. 

For example, Google says it still struggles with accurately telling the difference between these types of information:

  • Original Price vs. Discounted Price
  • Related Products vs. The Main Product Being Sold
  • Taxes or Shipping Costs vs. The Actual Product Price

This is why the search engine asks online retailers to help provide this information for Google Shopping results.

Now, let’s get into the advice from Google Developer Advocate Alan Kent and how you can get your products into Google product showcases.

Two Ways To Give Google Your Product Data

In the latest Lightning Talks video, Kent discusses two different ways site managers can get their product information to Google. 

The first method is by using structured data. This is essentially using special coding embedded into pages to provide Google with additional information typically not provided through regular site code or markup. 

This is generally seen as the advanced approach because it requires significant knowledge of coding and the latest structured data techniques. 

The other method covered by Kent is by directly providing product data through Google Merchant Center, which can be done with:

  • A feed of all product data manually submitted to the search engine.
  • An API developed to update products individually as changes are made on your site. 

For more information, check out the guide provided by Google.

Conclusion

While providing product data to search engines is essential for appearing in these specific product-centric search results, the company emphasizes that these practices don’t replace traditional SEO.

“Remember that SEO still matters for organic search. Make your product details, such as images and descriptions, appealing to your customers.”

If you want to watch the full explanation from Kent, it is available below:

Instagram is making it easier for small businesses to get the most out of Instagram Shops with a new mini-site full of resources, guides, and set-up tools. 

Instagram Shops is a free way for businesses to set up an online store and complete sales on one of the most popular social networks.

While Shops require third-party e-commerce parties to handle payment, they make it possible for people to complete the entire purchase without ever needing to leave the Instagram app – making the entire process seamless. 

Since Instagram Shops only launched in May, many businesses may not even know Instagram Shops exist or how to get in on the action for themselves. So, Instagram took the step of putting as many resources in one place as possible to help get started. 

‘The Season For Shops’

The new mini-site is called ‘The Season for Shops’ and caters to brands trying out Instagram Shops for the first time. 

The most important features include:

Setting Up Shop

First and foremost, this guide provides step-by-step instructions for setting up your storefront, including signing up for and connecting accounts across platforms.

Help Guides

Once you’ve got your shop set up, these guides will help you take the next step to make your products easy to browse and purchase. 

Tagging Products

Tagging products in your feed posts, stories, and streams allows people to immediately browse and buy your products as soon as they see them. This is key for making it convenient to go from scrolling through your feed to clicking buy.

To help you get started tagging your products effectively, The Season for Shops site has two guides available:

  • Start Tagging: A 19-page guide with detailed information on the variety of product tag types.
  • Tag With Purpose: A simple guide to the do’s and don’ts of tagging.

Collections

Another important way to make your products easy to browse is by grouping related products into Collections. 

This allows users to browse through your products like any category on your store website. It can also gather related themes like “beach outfits” or “rainy day apparel”.

Find out how to make the most of collections with an 8-page guide outlining all the details and tricks you can use. 

Shopping Ads

Want to take your shop to the next level? By investing a bit of money for shopping ads, you can share your products with a wider audience and increase the chance of finding new customers. 

This can be as simple or complicated as you want to make it, with simple “boosts” which amplify the number of people who see your store or targeted ads which specifically connect with those most likely to purchase. 

As such, Instagram released three guides explaining everything from the basics to more advanced shopping ad strategies:

  • Holiday Shopping Ads Strategy: A simple motivational guide with ideas for advertising in the upcoming holiday season.
  • Set Up Shopping Ads: A 9-page “get started” guide with information explaining what shopping ads are, how to set them up, and how to monitor your results.
  • Custom Shopping Audiences: This 7-page guide details how to target your ads to specific audiences of ideal buyers. 

To check out all the guides for yourself, explore the ‘Season for Shops’ mini-site here.

Google is dropping its commission fees for retailers selling their products using the Buy on Google platform.

The company announced the decision late last week, while also revealing that it would be adding integration for third-party services like Shopify and PayPal to make using the platform easier than ever. 

For now, the commission-free program is starting with a pilot test which will be expanded to all U.S. retailers by early 2021. 

Why It Matters

When paired with Google’s recent decision to include free product listings in search results, it is clear that the search engine is hoping to make it convenient and easy for businesses to transition to online sales. 

The decision also gives Google a leg up on many other online sales services, such as Amazon. The massive name in online shopping typically charges retailers between 8% to 15% in fees per item sold. 

With the ongoing wave of COVID-19 infections occurring across America, the removal of fees could open the door to an alternate revenue stream for many small businesses that are struggling at the moment. 

Focus on Small Businesses

Speaking of small businesses, Google will also be adding a filter to the Google Shopping tab which will allow shoppers to specifically buy from SMBs. 

“While we still have much work ahead of us, our goal is to make digital commerce more accessible for retailers of all sizes all around the world, giving consumers more choice and more ways to find the best products, stores, and prices,” Bill Ready, Google’s president of commerce, said in the announcement

Throughout the COVID-19 pandemic, Google has been rapidly releasing new tools to assist shoppers looking for contactless pick-up options, delivery, and keep consumers up-to-date on frequently changing business hours or closings and openings. 

Now, the company has released a way for retailers to easily signal that they provide curbside pickup for products appearing in Local Inventory Ads. 

Delivery Is Overwhelmed, Consumers Shift To Pickup Options

With many stores across the country closed, many shoppers quickly turned to online retailers like Amazon to find their necessities and enjoyment during quarantine. Unfortunately, this led to shipping being massively overwhelmed, creating delays of up to a month for any product deemed “non-essential.”

Google says this situation directly contributed to a 70% global increase of searches for “in-stock” products within just one week from March 28 to April 4 and has continued to be an important search query for shoppers. 

While the company doesn’t provide specific data, it also suggests that searches for “curbside pickup” have been elevated since late March. 

How To Add Curbside Pickup To Local Inventory Ads

To help advertisers alert customers to alternative pickup or delivery options, Google has implemented a new label for products shown in Local Inventory Ads available with curbside delivery. 

The label is a small but significant badge for many shoppers, even as businesses reopen across the country. 

Although technically still in beta, Google announced it was opening the badge to all advertisers running Local Inventory Ads who have completed the process of onboarding for store pickup. 

Because it is still in beta, accessing the feature also requires a few unique steps. Specifically, advertisers must contact a Google Ads rep or fill out this form.

The new tag is available to all eligible advertisers anywhere Local Inventory Ads have been launched, including Australia, Austria, Brazil, Canada, Denmark, France, Germany, Japan, Netherlands, Norway, Sweden, Switzerland, the UK, and the U.S.

If you do not fit the criteria for this feature or are not utilizing Local Inventory Ads, the company notes that you can still use your Google My Business profile to notify shoppers to curbside pickup or delivery options by adding these attributes to your listing. 

For years, the only way to showcase your products within Google’s search results has been through paid shopping ad campaigns.

Though effective, these Shopping campaigns have grown increasingly competitive and more costly, despite more popular shopping sites like Amazon and Pinterest offering organic ways to promote your goods.

Now, Google is returning to its organic search roots with a new way to showcase clothes and other retail products in a specialized search results format for mobile users.

What Are Popular Products Listings?

 

The Popular Products section is designed to pull together relevant products for searches focused on shopping or retail.

As the company explains in the announcement:

“Starting today, you’ll begin to see clothes, shoes and accessories from across the web in one place on Search on your mobile device, so you can easily browse lots of different stores and brands at once.”

The search results in the section can also be further refined by style, department, and size, with each listing taking interested shoppers to a store’s website.

How To Get Your Products In The Popular Products Section

Though it takes a little bit of specialized work, the process of including your products is relatively easy for most website managers.

Firstly, retailers start the process by uploading their products into Google’s Merchant Center – a free tool available for all retailers. Additionally, you can increase the chances of your products being included by including structured markup data in your product listings.

As Google says:

“Just as we don’t charge sites to be part of the Google Search index, participating retailers appear in this new feature for free. Retailers can learn more about what types of products are eligible to appear in this shopping experience on Search.” 

Instagram is launching a new in-app checkout feature for a limited number of brands which will let users make purchases without ever having to leave the app.

For now, the new feature is limited to just 23 big-name brands like Adidas, Burberry, and MAC Cosmetics, but the company says it will be expanding the feature to more brands in the coming months.

The in-app checkout is Instagram’s latest effort to make its service more retailer-friendly without hurting their own platform. While they have included several shopping-related features over the past few years, shoppers would ultimately have to leave the app to make a purchase.

With the new feature, users will now see a “Checkout on Instagram” button on product pages from brands’ shopping posts.

When tapped, shoppers will be allowed to choose from a variety of options like size and color, then taken to a payment page within Instagram.

Users who make purchases within the app will also receive shipment and delivery notifications within Instagram to keep them informed.

“The new technology gives Adidas’ audience the power to go from inspiration to purchase in an instant. Our consumer-obsessed approach to e-commerce focuses on simplified immersive connections with the brand and Instagram Shopping allows us to deliver a content-rich experience on a platform where our creators are exploring and curating their lives,” said Adidas SVP of digital Scott Zalaznik.

Pinterest is making it easier for brands and consumers to connect with a number of new tools aimed at getting more products in front of interested viewers.

“Shop a Brand”

The company announced a slew of new updates designed to improve personalized results for users and make browsing products and brands better than ever.

“These updates help retailers get in front of customers who are looking for related products, and Pinners to see items that match their unique style and taste,” the company said in its announcement. 

Personalized Recommendations

Here’s the quick breakdown of all the new features:

  • Shop a brand: “A new dedicated section from retailers is starting to roll out beneath Product Pins. You’ll soon be able to dive into a brand’s catalog by clicking ‘more from [brand]’.”
  • Personalized shopping recommendations: “Alongside style, home, beauty and DIY boards, you’ll see in-stock ideas related to what you’ve been saving, to match your style. Just click ‘more ideas’ then the shopping tag to start shopping ideas picked for you. Tap + to quickly add the Pin to your board, or click the Pin to go straight to checkout on the retailer’s site. “
  • Catalogs: “Brands can now upload their full catalog to Pinterest and easily turn their products into dynamic Product Pins, which means more shoppable Pins across Pinterest. A new dashboard allows businesses to organize their feed so their products can be discovered and purchased by Pinners.”
  • Shopping Ads: “We’re making Shopping Ads available to all businesses through our self-serve tool Ads Manager. Once products are on Pinterest, brands can easily promote items from their existing product feed with Shopping Ads.”
  • Shopping search: “With more in-stock Product Pins, there are more products to search. Just search for a product like ‘midi skirt’, ‘men’s watches’ or ‘outdoor furniture’ and shopping results appear on the top of home feed. To start shopping, click ‘see more’.”

A new survey sheds some light into the real reasons why consumers like, share, and follow brands on social media.

As Yes Marketing reports, their survey of 1,000 consumers reveals:

  • 63% of consumers follow retailers on social to learn about sales.
  • 60% follow retailers to keep up with new products.
  • 29% follow to show support for the retailer.
  • 23% follow because the retailer shares funny and interesting information.
  • 23% follow because the retailer has a positive reputation
  • 16% follow because they agree with the retailer’s stance on social and political issues.

When it comes to specifically why customers engage with content from retailers on social media, here’s what people had to say:

  • 36% engage with content because the retailer promises a discount for sharing the post.
  • 36% engage in order to share a product update or sale with their followers.
  • 35% engage because they agree personally with the content of the post.
  • 30% engage because the post is funny or interesting.
  • 29% engage in order to share positive feedback with the retailer.
  • 20% engage in order to share negative feedback with the retailer.

As for which demographics are active on which social networks, the respondents broke down as follows:

  • Gen Z consumers are more likely to have YouTube (77%) and Instagram (77%) accounts than a Facebook account (74%).
  • Millennials (89%) and Gen X (88%) are most likely to be on Facebook.
  • More Gen Z consumers (56%) are on Twitter compared to Millennials (50%) and Gen X (39%).
  • Snapchat is the least used social network among all respondents (30%), followed by Twitter (36%).
  • Only 11% of respondents are not on any of the major social networks.

Get the full report here to learn more.

SimilarItems

Google Image Search is making it easier for consumers to find the exact item they’re looking for with a new “Similar Items” suggestion area on searches from mobile devices. The company says the new feature will also help shoppers find new products that compliment one they were already looking for, opening an entirely new door for potential sales.

For the moment, the suggestions feature is limited to just handbags, sunglasses, and shoes. This is to allow Google to refine the feature and guarantee it is providing relevant results for searchers. Over the next few months, they aim to expand to include other apparel and potentially home & garden items.

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”Using machine vision technology, the Similar items feature identifies products in lifestyle images and displays matching products to the user.”

In the same stroke, Google has also made the existing product results in image searches more useful for consumers by displaying price and availability information in results.

Including your products and services in the “Similar Items” feature requires adding Schema.org product metadata to the pages for every product you want to include. Theoretically, this would mean you could also exclude specific items from “Similar Items” results if desired.

The metadata markup tells Google the name, image, price, availability, & currency your business uses to include in search results. Once you’ve added the markup, it can take up to a week for Google to crawl your new data and add it to the search results.

If you’ve already implemented Schema metadata but your products aren’t showing up in the results, you may test your pages with Google’s Structured Data Testing Tool to check for errors that may be keeping your products out.