Optimise your product content for search engines

April 26, 2017 | by Beth Blake

The impact of your product content is not limited to the product pages on your retail partners’ websites.

If someone were to Google your product, what would they find? Given that 23% of UK grocery and health & beauty shoppers start their path to purchase on a search engine, it’s an important question to ask.

As with any search term, search engines use website crawlers to collect product content that will generate the most relevant and helpful product results for their users.

However, this often means that product information displayed in search results is inconsistent. Without clearly structured data, search engines don’t necessarily know whether they’re looking at a product brand, category, or ingredient list – leaving the shoppers to decipher this information for themselves.

Needless to say this puts an obstacle on the path to purchase and could harm your sales – particularly if your customer is trying to compare competing products, or their purchase hinges on an important bit of data like the presence of an allergen.

How do I help shoppers find my products online?

GS1 SmartSearch is a new behind-the-scenes tool that makes it easier to describe your products on the web.

With GS1 SmartSearch, you can make structured product information available and “readable” for computer software, including search engines and smartphone apps. SmartSearch technology will improve the relevance of search results, and these results will display your product information more clearly. In turn, shoppers will find it easier to find, compare and buy these products online.

Nielsen Brandbank works closely with GS1, and together we have refined a SmartSearch implementation process which supports GS1’s new standard.

If you’re a retailer looking to gain first mover advantage, please contact Kim Ludlow now on 07977 002884 to understand how you can implement this functionality.

If you are a brand, and you wish to use this functionality on your own websites and phone apps, please contact your Account Manager on +44 (0) 330 555 33 44.


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