This weeks #searchdrop looks at feedback and product feed optimisation to support both content and your Google product feed. We also look at the new features launched in Bing webmaster tools.
Feedback optimisation is where you engage your users to feed into the process of improving your content. This feedback is then reviewed and implemented into the content of your page. And a recent piece of work by Abby Reimer suggests that big wins in CTR can be achieved with minimal effort when you take users thoughts and ideas into consideration.
This process will ensure your articles are always supporting your users and continue to be useful to your existing and new users. Additionally, it’ll improve your abilities to rank for new terms users are searching for, as well as increasing your click-through rate from search.
Google has recently begun surfacing product attributes such as material in the Google product feed. This new visibility for attributes is part of a recent rollout of on mobile and is currently testing on desktop.
Google is crazy for testing and regularly has 1000’s of tests running at any one time. This recent update and test highlights the importance of filling in all the product attributes you can.
You should firstly audit your product feed to ensure you’re utilising every possible attribute available to your product type. This sort of information, if it doesn’t exist on your product pages on-site as well can be incredibly useful for search and as such should be utilised there as well.
With this additional information you should ensure that within your product set you’re utilising Item_Group_Id’s to ensure that you’re serving the most relevant variants of a product to your users. This handy help guide from Google will support in setting this up.
Finally, you should opt-in to Surfaces in your Google merchant centre. Once you’ve added all the required attributes for this you’ll be eligible to appear other Google products/services like Google images, Google lens etc for free.