How to Optimize Your Magento 2 Google Shopping Feed for Better Visibility?

Magento 2, a highly powerful eCommerce platform, offers various features to improve your store’s online visibility. One such feature is the ability to integrate your store with the Google Shopping feed, a spreadsheet that organises your entire catalogue in a Google-friendly manner.

Once your products are listed on the Google Shopping tab, you’ll see a noticeable increase in website traffic, user engagement, and conversions. However, what merchants need to realise is that simply listing products on Google Shopping won’t get the desired results. There’s a need to optimise the feed.

Only then, merchants can realise the numerous benefits associated with Google Shopping. So, the question arises as to how you can optimise your Magento Google Shopping feed for better visibility. It’s precisely what we are going to discuss in this guide. We’ll focus on different aspects, including images, descriptions, and more.

Why Optimize Your Google Shopping Feed?

Better Ranking

Like search engines results page, users are only interested in the top 3 or 5 links in the Google Shopping feed. By optimising the feed, merchants can ensure not just higher rankings, but also ensure that products show up relevant keywords.

Higher Click-Through Rates

When you have information and enticing listings, it can compel users to click on the products. This has several benefits, including an increase in website traffic. Secondly, you can guide the users towards other products, thereby increasing overall website engagement.

Increased Conversions

After optimising the feed, your product data is relevant i.e. based on the user requirements. When users can easily find products matching their needs, they have little need to continue their search elsewhere. Thus, feed optimisation leads to higher conversions.

How to Optimize Your Magento 2 Google Shopping Feed?

The following tips will help you optimise your Magento 2 Google Shopping feed.

1. Use Accurate and Relevant Product Titles

   While it may seem straightforward, merchants still make mistakes in this area. It is imperative for them to use accurate and relevant product titles. This is important for two reasons. First, it helps Google understand the product’s characteristic, thereby allowing it to index and rank better. Second, the target audience can understand the product in better detail, thereby making it easier for them to make an informed decision.

   Best Practices for Product Titles

   • Mention the key attributes in the title. For instance, don’t just write ‘black leather bag’. Instead, make it descriptive and detailed such as ‘ABC (Brand Name) Laptop Leather Bag – Black. It certainly communicates more about the product.
   • Ensure that all relevant keywords and other important information is displayed at the start. Remember, only 70 characters usually appear in the Shopping results.

   To speed up the listing process, we recommend using an extension such as FME’s Magento 2 Product Feed. This extension provides ready-made templates that merchants can use to list their products in Google Shopping. Apart from this, you can easily add specific products to the feed with conditions. This allows the merchant to personalise the feed based on their requirements and the target audience.

2. Craft Detailed and Compelling Product Descriptions

   Apart from the title, there is a need to place special emphasis on the product descriptions. Merchants need to realise that the description is not a mere formality. Instead, search engines like Google use the description to understand the product’s relevance against a user’s search query. Therefore, well-crafted product descriptions can easily enhance your product’s visibility in Google Shopping and appeal to users.

   When writing product descriptions, adhere to the following guidelines:
   • Always use natural language. Remember, your audience are humans and not the web crawler. At the same time, don’t forget to add keywords naturally.
   • Include information that is critical to making an informed decision. For instance, if you are selling apparel, highlight the material, size, and other unique aspects.
   • Lastly, don’t write lengthy descriptions because no one has the time to read it. Instead, limit product descriptions between 500 to 1,000 characters.

3. Optimize Product Images

   In a physical store, users can inspect the product from every angle, feel it, and even try it. In an online store, this is not possible. Online shoppers base their decisions solely on the provided images, videos, and the description. Hence, it only makes sense to optimise the product images. Ensure that you have high-quality images and cover the product from every possible angle.

   Google recommends 2000x2000 pixels for the best experience. Of course, these images can take a while to load. Therefore, we recommend using Magento 2 WebP Images. Google introduce WebP images as a way too boost website performance. The WebP images are considerably smaller in size compared to JPEG and PNG, while quality remains the same. You can find more information about WebP images here.

4. Fine-Tune Product Categories and Attributes

   When optimising the Magento 2 Google Shopping feed, it is imperative that merchants assign the correct categories and attributes. If you look carefully, Google has an extensive list of available categories. Select the one which matches your product the most. Apart from this, utilise product labels where possible.

   For instance, if the product is on sale, utilise the ‘On Sale’ label. Other label options include ‘Best Seller’, ‘Limited Stock’, and ‘Early Discount Offer’. These labels do an excellent job at capturing the user attention. Similarly, when it comes to product attributes, we recommend filling all relevant options. Most users search for products using filters, meaning the attributes aid the shopping experience.

5. Price and Availability Optimisation

   Lastly, one needs to understand that pricing is often the only factor or at least they key factor influencing a user’s buying decision. Therefore, think long and hard when determining the pricing. Ensure that it is competitive as overpricing and under-pricing are not sustainable strategies. We recommend opting for a dynamic pricing model as it determines the best price based on current conditions.

Conclusion

This concludes our article on optimising the Magento 2 Google Shopping feed for better visibility. As the discussion shows, these tips are not just helpful in increasing search visibility, but they also enhance the user satisfaction. Indeed, in today’s hypercompetitive eCommerce market, the best way to attract and retain users is by focusing on the user experience.

We acknowledge that manually optimising the Google Shopping feed can prove to be a challenge. It is why we recommend using a third-party extension such as FME’s Magento 2 Product Feed. This extension is not just limited to Google Shopping, but also works with eBay, Google, and Bing.