EBRIKS INFOTECH SEO COMPANY INDIA
Provides This Time The Important News About Product Listing Ads (PLAs) are
known as the new hipster advertisements of search marketing but it has been
found out that varied retailers aren't fully utilizing the huge opportunity.
But, have you though how can you optimize your merchant feed for your PLA
campaigns and what good practices you should implement today?
Merchant feeds are the new
class of keywords in retail. When you include common terms found in consumer
intent within strategic fields of your merchant feed, you will see that your
campaigns have garnered additional visibility within search results and google
shopping. If you are having insufficient ton of query data at your disposal for
determining what elements are more to important to include in your feed, you
should start mining your high ranking queries from organic search. The more
richer your feed is, the more depth you will get in the query space.
Let's have a look on some
crucial tips on optimizing your feed for relevancy and reach-
You should make your feed
as comprehensive as possible- It is a wise decision to include all of your
product in your merchant feed. If you would exclude products from your feed
then it means that you have excluded a whole set of keywords from your adwords
campaign. Though you may generate traffic for queries to similar products but
if you will not have all your products in your feed then it means that you will
be sacrificing relevancy.
Make sure that your feed is
complete- You should be sure that every attribute/field is having an associated
value. If there would be any missing particular intents/terms in your keywords
then it will create gaps in your query coverage.
You should enrich your
feed- You should optimize the content of your feed on the basis of how users
search for your items. In order to do this, you would be required to convert
non-standard intents, synonyms and terms into attributes optimized for real
world queries.
You should optimize your
product titles- You should take steps to optimize your product titles for
display on a SERP with limited characters. If you will use the title from your
product page then it won't do any wonders, even if it's SEO optimized. Mainly
you are required to:
Place key intents and core
product attributes at the starting of the title. You should prioritize on the
basis of high-value search queries and you should make sure to include all
crucial elements within the first 25 characters.
You should make sure that the
first 25 characters are well-optimized for display and readability. You should
optimize product titles not only for a query relevancy but also for user
experience and display purpose.
You should make sure that
the next 45 characters are optimized for relevance and depth. If the starting
of your title is focussed on making the right product type and features
visible, you should use the next 45 characters to include other features and
attributes that will help in establishing the relevancy. You should constantly
test different features and attributes which you are including in your feed. By
having a deep understanding of relationships among product features, you will
be able to drive your feed optimization strategy.
Take steps to optimize your
product descriptions- Good product descriptions help in increasing your ranking
in google shopping. You should include additional fields in your product
description in order to increase your conversion rates:
·
It is a good idea to submit rich snippets like product review
count and product review average.
·
You should include rel=canonical link element on your product pages so
that google can easily match the URLs in your feed to the pages which are found
by their crawler.
·
You should optimize the product_type column. The more
you will tell google about your products, the better traffic will you get.
Learn
to manage your merchant feed and PLA campaign- The most crucial part of
merchant feed optimization is to make sure that you are managing your merchant
feed perfectly with feedback from your PLA campaign.
You
should take steps to optimize your merchant feed on the basis of search queries
that are converting. You should thoroughly analyze the queries that help in
driving value to find common phrases and terms and then you should tweak your
product titles and descriptions to include terms and phrases.
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