One of the things that differentiates an ecommerce SEO specialist from an SEO generalist is how much focus they put on the product data. One often overlooked element here is the product feed. SEO managers typically assume that it’s part of the PPC manager’s remit, and the PPC manager is generally OK with a narrower set of optimisations due to their ability to buy their way to visibility.

Why Google Product Feed Optimization?

Imagine your products being showcased to millions of potential customers right when they’re searching for items you sell. That’s the power of Google Shopping. But it’s not just the paid listings you need to be thinking about, and not even just the Google Shopping tab anymore, Google free listings are increasingly being placed within the main search results too.

So, optimisation of your product feed is more important than ever, here’s why:

• Increased Visibility: A well-optimized product feed ensures your products appear in relevant search results, giving you a competitive edge.
• Higher Click-Through Rates: Accurate and detailed product information attracts more clicks, leading to higher conversion rates.
• Better ROI: By driving free product clicks in addition to paid shopping ads/Pmax you achieve additional sales for no additional budget. The more free clicks you get the better your ROI will be

The Magento and Adobe Commerce Advantage

Magento / Adobe Commerce offers unrivalled flexibility amongst the mainstream ecommerce platforms, and this advantage becomes really apparent when dealing with product feeds. Unlike other platforms, which either have a black box integration (e.g. Shopify) or no direct integration at all requiring you to work with a 3rd party feed provider (often with hefty subscriptions fees), the Magento developer community have built a number of excellent extensions to manage feed creation directly in-platform. Once you’ve purchased and configured the extension the cost and maintenance is minimal.

However, not all feed extensions are created equally. Some are more complex (in some cases benefitting from php skills) to configure but far more flexible, others are simpler but limit advanced optimisations. Obviously my preference is for the former, as someone with the technical skills to apply complex configuration and a full understanding of the end goal and the ecosystems in which the feeds need to operate.

So, if you want to talk to someone about your ecommerce SEO on Magento AND you want to take advantage of product feed enhancements and optimisation why not contact Coleman Marketing today