There is little doubt that online shopping is growing, and it is becoming the first place to start a shopping journey but one of the biggest challenges is being found by customers.

Growth Intelligence found that in the 4 months between February and June of 2020, 85,000 new businesses launched online either by setting up their own store or by joining a marketplace. That is a lot of new competition.

Growth Intelligence Research Extract

But there are ways to put yourself ahead. About 48% of online shopping journeys start with a search engine and in the UK, over 87% of search is performed with Google. Understanding how eCommerce sites gain visibility on Google search is vital. Thankfully, Google has just released a new set of best practices for exactly that.

 

Best Practices for eCommerce in Google Search

Google Search Central has released new guidelines for developers to help improve search visibility for e-commerce sites. Although aimed at the developers, we advise that if you own or operate an eCommerce store, you should know and understand these new guidelines.

“When you share your e-commerce data and site structure with Google, Google can more easily find and parse your content, which allows your content to show up in Google Search and other Google surfaces. This can help shoppers find your site and products.” We talked a little about this in our previous blog, but these guidelines go further than just the merchant centre.

 

The Guide is Made Up of Seven Sections

There is a ton of great information contained within each of these sections and we can’t recommend spending a little time looking over and understanding them and how they impact your business and what you’re doing right now.

 

Key Thing To Note

One of the things we think you should take note of within these practices is that Google is more than just the traditional SERP (Search Engine Results Page). The way people search for information depends on where they are and what they’re currently looking for. Make sure that you’re doing everything you can to appear within places like Google Images, Google Maps, and Google Shopping. And make sure you’ve claimed your Google My Business Listing.

Another is making sure that you’re sharing your data with Google. The more they have the easier it will be for them to understand who you are, what you sell and how best to put you in front of your potential customers. So, if you aren’t using the Google Merchant Centre, make sure you start.

And one of the handiest sections is on structured data. It explains how Google uses the information to place people into highlighted sections like How To’s. Because it is run with machine learning, it is looking for things to appear on a page. If you add them in and do it in the way the algorithm is looking for them, you have a much higher chance of being picked up and the results appearing more accurately to the user for the search they have performed.

 

Got Questions after Reading the Guide?

We’re sure that having read the guide you’ll have questions that you need a little help answering. The good news is that Eclipse can help.

We have teams of developers and customer experience experts that can consult with you to discover where issue may be and help create a strategy to resolve them.

And we can go far beyond just getting people to the website. Once they’re there you want to make sure they can find what they’re looking for and checkout with ease.

The Experience team can offer site audits and ongoing CRO programmes to test, optimise and develop better shopping experiences for your customers. These things can take a little time but creating a 6- or 12-month strategy, with continued optimising and testing, means you’ll have continuous improvement.

All you need to do is reach out and we can start working on ways to win and keep more customers to your online store.