Free Traffic from Google Shopping Australia via Easy Data Feed Optimization

 
 

Australian eCommerce retailers rejoice,  Google has finally released it shopping engine to the Australian market. Google Shopping has been quite successful in the United States and United Kingdom, bringing highly targeted traffic (shoppers) directly to product pages ready to buy.  They are now displaying their shopping engine in the results found on www.google.com.au.  The shopping results display above the fold, with 3 specific products listed, as below:

google shopping

If you sell products in Australia, getting your product feed submitted to Google is now Priority Number One.  Do not pass Go, immediately create and optimize your data feed and submit to Google Merchant Center.  This is a simple way to get your products displayed mixed in with the top 10 results, and the feed and clicks are FREE. There is not a single reason not to do this today. The age of your data feed is a key to the success of your data feed; Google will be prioritizing the results displayed on factors including the age of the feed, so submitting early is crucial.

Conversion statistics on traffic from Google Shopping have been quite positive; after all, the display with pricing, images, title, and review stars included is a motivating shortcut for a true shopper to click.   To take this a step further, when a shopper searches for your specific product including brand, style, size, etc, and Google returns that EXACT item they were searching, complete with pricing linked to your product page, closing that sale is a no-brainer.

Your data feed will be a relatively simple spreadsheet with a list of required and optional attributes needed. The formats Google will accept are detailed at Google Merchant Center, including a text or tab delimited spreadsheet.  A tab delimited spreadsheet is  a simple excel spreadsheet saved in a tab delimited format. I know it sounds fancy, but all it really is a excel spreadsheet with a list of all your products in it.

Here is a screen shot of a data feed:

google data feed

Most anyone with basic database experience can run an export of all your products in a spreadsheet file format. From that format, you can manipulate your data to optimize it, just using common sense.  You probably would like to include some additional keywords in your titles and descriptions. Do not go overboard, but you can include the most searched keywords in your product title and possibly include them all in your product descriptions. A simple find and replace format will work well here.

Google requires 6 attributes to be included in columns of your data feed:

data feed required

At minimum, create your spreadsheet with these 6 columns.  If this is all you can produce right now, set it up and submit so it will begin aging, thus gaining value in Google’s eyes.

However Google further recommends another 26 optional attributes that you may include to give further details on your product.  Include as many of these as possible.

data feed recommendeddata feed recommended 2

Each attribute you include will add another column to your spreadsheet.  Some of these columns are self explanatory and simple: condition, year, author; others are quite tricky, like product reviews and excluded destinations.  The attributes are listed at Google Merchant Center and you can expand to learn the specifics for each details.  Focus on the easier ones to start; if you need to skip an attribute, odds are so did most other companies. The more attributes you include, the better your data feed is going to perform in the long run.

Final point to consider: Competitive pricing and good customer reviews are certainly part of Google Shopping’s algorithm and should be monitored and addressed.

Article by SEO Moves

Zac is a link building specialist and a seasoned SEO professional. He manages a team of link builders and actively promotes some of Australia's biggest brands. Zac is an active blogger and also maintains Dejan SEO's news and updates section.

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