Big tech companies are engaged in a grueling battle to control e-commerce market share, and Google’s latest move could give them the upper hand in this war. Their aim is to improve organic search results with product listings.
The company has now officially announced the rollout of “Popular Products” for retail products such as apparel, shoes and other similar items in mobile results.
How is this helpful? Powered by organic feeds, it picks popular products from e-commerce sites and shows them all together in a single spot, allowing users to filter by style, department and size. Users who click on these listings in Search are then taken to the retailers’ websites.
That’s not all Google has been up to. It quietly acquired Pointy, a hardware solution for capturing product and inventory data from small e-commerce stores, which then gets used in search results and even ads.
So, what can you do to make your products show up in this feed?
The simplest thing you can do is to adopt product schema markup for your sites by adding support for it in Search and Image search results. Use Merchant Center to submit your product feed to Google in real-time, making your products eligible in search results.
PS: Merchant Center has been made available to everyone, regardless of whether you are running Shopping campaigns or not. That’s about all. Now, please go and implement these two action items without delay. It’s a juicy, low-hanging fruit that you should grab with both hands.