How to identify your products to Google

Google has published a list of good practices to help its search engine understand what product advertisers want to sell. The list contains an explanation of how the search engine identifies these items, as well as tips for manufacturers, merchants, and content creators.

How Google Product Identification Works

The search engine recommends using a Global Item Number (GTIN), a Manufacturer's Part Number (MPNs) and the name of the brand that offers the product. This helps the search engine to more accurately identify products and match them with user searches. When using Google identifiers, the platform recommends the following:

• Use unique identifiers: Products must not share identification codes with others, so that they can be used throughout the online and physical ecosystem. at this point I recommend that you be very organized and consistent in the creation of the indicators.
• Use valid information: Using valid identifiers allows online sales platforms to verify that your data is complete and correct.
• Use globally recognized identifiers: Applying well-known Google identifiers, such as Global Item Numbers, makes it easier to identify your products, for those in other markets who are interested in your offering.

Recommendations for brands and manufacturers

To help Google easily find your products, the platform recommends that both brands and manufacturers use the Manufacturer Center when uploading their product data. By taking into account the following tips, you can help Google to make the most of the data you upload there:

• Make sure your product has a Global Item Number (GTIN). Products must have this unique code to be submitted to the Manufacturer Center
• Do not recycle Global Item Numbers. Each product should have its own code, otherwise the marketplace catalog may have errors.
• Custom products should also follow good product identification practices. In the case of custom-made, handcrafted or similar items, brands may use a unique code or part number.

Recommendations for merchants

Those businesses that sell in mass consumer markets can follow the following practices, to ensure that Google can identify their products correctly:

• Apply structured data: You can add your product data to your site and then submit it to Google through a product feed.
• When possible, give your products a Global Item Number, which you should include on structured data pages and / or in the product feed. When this unique code is not available, merchants will need to use manufacturer numbers and their brand to identify their products.
• Avoid using Universal Item Numbers that do not match unless they are the same from the manufacturer.

Recommendations for content creators

When creating content pieces for your products, whether in the form of customer testimonials or in tutorials, it is important to identify the articles that are being offered. For them it is recommended:

• Use the exact name of the product. This makes it easier for both users and search engines to understand which article you are referring to.
• Apply structured data. You can mark your content with the appropriate structured data, including a Global Article Number, to tell search engines what your page is about.
• Use the correct Global Item Number. If you cannot find one or it does not exist, I recommend that you do not create it yourself or use the code of another product.

Conclution

Making it easier for search engines to identify your products will also help your potential customers find your offer and make their purchases. This is helpful for users at any stage of the sales funnel. If your users are using broad search terms, it is helpful to provide search engines with adequate information about your products, so that their searches are answered by your offer.