A few weeks ago, we published a blog about how to improve your product rankings on Amazon.com. As we mentioned, a large percentage of shoppers—online and offline—start their
product search on Amazon. However, we all know that not all shoppers have the
same shopping habits. Not only do you need to pay attention to how your product
stories are rendering on Amazon, but also you need to monitor your product
information on other sites and search engines—and one of these, of course, is Google.
A survey by PowerReviews earlier this year concluded that while Amazon, at 38% of
respondents, is the preferred online search vehicle for product search, Google
is a close second, at 35%.
Many shoppers, especially those that are
Amazon Prime Members who enjoy free shipping on many items on the Amazon site,
find shopping on Amazon to be convenient. Many products have multiple reviews
and there are frequently multiple sellers for a given product, enabling price
and shipping comparisons.
However, Amazon may not actually boast the
best product or price options, especially for those shoppers without Prime
membership. Likewise, product information found on Amazon.com may be inconsistent
and limited by keyword search terms. In contrast, Google’s keyword and algorithmic
power can provide shoppers with product options from a variety of retailers—a
selection that rivals what is found on Amazon. When shoppers limit themselves
to just one shopping site, they may be limiting their product knowledge and
options.
When shoppers search on Google, they can
find the best products and prices more quickly. For example, when shopping for
an “ugly Christmas sweater” for my husband, I searched on Amazon and found this
one for $29.99:
However, when I searched for this same
sweater on Google, I found the same item for $24.50 on another site. Normally,
I wouldn’t be so price-sensitive, but in this case, since I was purchasing a
“gag” item, I wanted to spend as little as possible!
Not only may Google provide you with lower
price options for your product search, but also Google provides local inventory
listings from retailers that are physically located near you. Considering that
most retail transactions still take place in a physical store, this information
is very useful to shoppers. For last minute gift-buying, this information could
be a deciding factor.
Another benefit for shoppers is the better
product information they will likely find on Google. Since Google Shopping is a
“pay to play” service, requiring retailers to purchase Product Listing Ads
(PLAs), retailers may be more inclined to ensure that up-to-date and accurate
product information—in terms of imagery, pricing, and product descriptions—is
being presented. For manufacturers that participate in Google Manufacturer
Center, better product information is pretty much guaranteed due to the tools
and analysis that Google provides.
The take-away here is that shoppers can be
unpredictable with respect to how and when they conduct a product search. We
can provide you with behavioral data and statistics all day long, but to reach
the individual shopper, you need to monitor all the channels where your
products can be found so that you can meet those personalized needs as they
arise. Each individual shopper has unique habits and preferences—where they
begin their product search (Google versus Amazon versus retailer), what their
criteria are (price versus convenience, for example), and what their timeline
and delivery preferences are. Therefore, you need to have accurate, complete,
and compelling product information available on every channel to ensure that
you can be found and considered, each and every time a shopper searches for
your product.
As we embark on 2017, check back with
inRiver for more on this topic. We will have additional blogs and webinars to
help you create great product stories, raise the visibility of your products
and your brand, and stay abreast of your competition and the latest tools and
trends. In addition, we will share information about our relationship with
Google Manufacturer Center and our connector to that helpful portal.
Register now
for our first webinar of the year where we will explore some key eCommerce
trends for 2017!
Kathryn Zwack, Senior Content Marketing Manager North America, inRiver
Kathryn Zwack, Senior Content Marketing Manager North America, inRiver
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ReplyDeleteVery well written article on Why Your Products Need to Be on Google Shopping and yes I agree with your opinion that many shopaholics find shopping on Amazon to be convenient. I have to write my essay for me now to submit a day after tomorrow and your article helped me write it well .Thanks for posting
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