An Ultimate Guide to Google’s Product Results Filter Update

January 15, 2020 | Advanced SEO

With online businesses booming at this internet age, the need to reach the right customers at the right time is becoming more pronounced. Google, for its part, is ensuring the same by revamping its digital marketing services with one algorithm or update at a time. Starting from the SERPs update to the BERT update, and a couple of more throughout the year, Google has only made its users happier. As a part of this initiative, it has launched its recent update- Product rich result filter under its search console performance report. Ever since its launch, the buzz around it has only gained momentum. 

But then, 

What’s so unique about Product rich update?

The Product result filter, Released on Nov 20 2019, is aimed at Product-based businesses to showcase their products under the spotlight they deserve. With this filter in place, users can gain a better understanding of the Products and the brands that sell them. Not just that, your business also has a chance of higher sales with this update. Why? Well, because a better understanding of the Products amongst your audience leads to better purchase intent, thus, turning your leads into customers.  

However, to add Product rich update to your business page, you need to understand how it works right from the basics.

Basics: Google search console and Product rich filter. 

Google has enabled its revolutionary tool- Google search console, to test and understand how a particular page performs in real-time. Using their official portal, webmasters can now access helpful statistics for website optimization purposes. With Google search console, webmasters can now control and maintain their sites in a way that is Google-friendly. The first step to enabling search console is choosing the right property type for your business.

After selecting the right property type, the next step is to add your site’s URL. Once you have verified your website accordingly, your search console appears this way.

Using various attributes like Performance, Index Coverage Status, Links report, AMP status, Mobile Usability, URL inspection, and much more, you can test different parameters of your site and assess its performance accordingly. 

You can access the Product rich results by clicking on “search appearance” and “Product results”.

But before diving further, we would like to clarify specific facts about rich results to help you leverage it. 

What are ‘rich results’?

When a user enters a search query, the bots crawl across various sites to display the results. However, to view your website, you need to code and structure it in a way that the bot indexes your site in the search results. To ensure your place in Google’s search results, you can enhance individual data cards and snippets called ‘rich results’. A rich result highlights the critical information about your site to help the search engine understand your site’s purpose, thereby, displaying only relevant results for the user.

Adding relevant information about your Product helps in attracting potential buyers. Mostly because, any user with a buying intent is probably searching for related items on Google, itself, and if the keywords they search match with your Product information, there are high chances of you closing a purchase. 

How Does Product Rich Filter work?

For Google to provide detailed information about your Product, you need to add the necessary mark-up to your business page. After adding the Product mark-up, users can see Product information like price, availability, reviews, ratings etc. from the search result.

There are two ways to add Product information to your Products. You can either add a mark-up to

  • A single or individual Product page that describes the particular Product in detail.

Or add a mark-up to

  • An aggregator page containing your respective Product along with the same Products from different sellers. 

After adding the mark-up on all your Products, your Products will receive a badge on the image which appears in mobile image search results to encourage your users to click on your content. 

There are two ways to add Product information to your Products. You can either add a mark-up to

  • A single or individual Product page that describes the particular Product in detail.

Or add a mark-up to

  • An aggregator page containing your respective Product along with the same Products from different sellers. 

After adding the mark-up on all your Products, your Products will receive a badge on the image which appears in mobile image search results to encourage your users to click on your content. 

Structured data type definitions:

For your content to display as a rich result, you have to include the following three properties to make it eligible:

Aggregate Offer

Aggregate Offer provides information about the aggregation of 2 or more offers together. To use this property, you have to define Product properties like the low price and price currency.

Offer

This property provides all the information regarding the Current Offer on your Product. To use this property, you have to define Product properties such as availability, price, & price currency. 

Product

This property defines your Product or service. To use this property, you have to set Product properties such as image and name. Including the features mentioned above adds more information about your Product, which, in turn, leads to better user experience. 

Apart from displaying information that could enhance the purchase intent, Product result filter has much more to offer on the table.

A sample report. 

Advantages of Product rich results:

From an SEO perspective, Product rich filter has the potential to change the game for Product-based businesses. However, Product rich results can help other aspects of your marketing efforts too. Here are a few ways that state how Product based results could help:

  • While content remains to be the king, knowledge becomes the power that rules. With more data about your Products, marketers can rank your Product page much better using the Product rich results. 
  • Data from Product rich results provide required insights on how different parameters like price, availability, rating, etc. influence your shopping traffic.
  • Using Product rich results, you can monitor the performance of various shopping campaigns online.
  • Using data from Product rich results, you can monitor the performance of individual Products over a particular time frame and understand the trends better. 
  • Data from Product rich results give you an insight into your customer’s purchase pattern, which, in turn, can help in planning future shopping campaigns. (during festivals and other special occasions)
  • Using data from Product rich results, you can monitor your Product’s performance across various platforms and mediums. 

The advantages mentioned above are few when compared to how Product rich filter could influence your customer’s purchase intent. However, to succeed, you need to do it right!

Here are a few guidelines and practical tips that’ll help you in the same.  

Guidelines and tips

  • Provide a clear and concise description of your Products.
  • Ensure that you read the structured data guidelines to prevent complications.
  • To view your Product information in a rich image view include attributes like name, image, price, and price currency.
  • To view your Product information in related items feature, include attributes like name, image, price, price currency and availability.
  • Ensure that the Product image you use showcases the Product and is not irrelevant. A white background is usually preferred.  
  • Ensure that every business page contains at least one image with the recommended aspect ratio and resolution. 
  • Ensure that the Product images you use are crawlable and indexable.
  • Supported image formats are- .jpg, .png, and .gif.
  • To get better results, ensure that you provide multiple high-resolution images (preferably 50k pixels).
  • The preferred aspect ratio is 16*9, 4*3, and 1*1.

To conclude,

Product Results Filters are an efficient tool to get yourself feedback. With live data from Product rich filters, businesses now have an opportunity to understand how their Products perform and can tweak their marketing efforts accordingly. In marketing, with constructive criticism comes constructive development, after all, no-one gets it right at the first try. Not just that, Product rich filters are your go-to method for increased sales and an overall boost in ROI. 

Hence, the latest update is a win-win when you’re looking for successful growth in sales and business goals, as a whole. 

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