How Does Google See Your Products? Tips and Techniques of Product Marketing
4 min readMay 11, 2021

Shoppers, manufacturers, and retailers in the modern era have to understand that if their product’s visibility on the internet is not optimal, they will lag in this fast-paced world. The saying ‘Out of sight, out of mind holds true in the present business situation.

In the present world, where data is everything, companies need to be aware of the nuances that impact their product’s online presence. All you need to get everything sorted is to hire expert eCommerce developers and the experienced professionals at the service-providing company will take care of the rest. With a view of organizing this system, Google has introduced lots of free tools that enable retailers and brands to list their products for free.

Here, we will help you understand how the retailers, Manufacturers, and brands can list their products. Also, we will try and provide the idea of how Google understands the product referencing.

How does Google identify the products with unique product identifiers?

Referencing products plays a vital role as it helps Google bifurcate the products into their respective genre. To do this, it uses brand names, Globe Trade Item Numbers (GTINs), and Manufacturer Part Numbers (MPNs) to identify the listed products.

With the processes mentioned above, the leading search engine does the identification process accurately. Also, it makes the relevant searching process easier for the users.

Below we have listed the steps which Google recommends when using the product identifiers:

Google always focuses on using widely recognized identifiers to maintain international standards. Therefore, the brands and manufacturers should only use globally recognized product identifiers such as GTINs.

Google always looks at data that is verified. Because if the data is not confirmed, it will be difficult to check the authenticity of the product.

Along with globally recognized product identifiers, always using unique identifiers is advised. Moreover, you should make it sure that the identifiers are accurate and consistent to be used across all ecosystem.

Working process of the product listing

The product listing process will improve your brand visibility and allow your targeted audience to find your product online. Thus, to be eligible for the online product listing, there are two pre-defined criteria.

· In case you are using the Google merchant center to submit the feed, you need to have a Google merchant center account. Having the report enables you to display your products in the free listings.

· If your website already has a structured data markup, the products will automatically get displayed in the free listing. Although it will not have a shopping tab, you don’t have to participate in the development directly in the feature.

To be eligible for the online product listing, the product must meet at least one of the two criteria mentioned above.

After understanding the product listing, we will now look at the tips and tricks that can benefit the retailers and the manufacturers.

Tips and techniques for third-party sellers and retailers

Along with the general guidelines from Google, the retailers must ensure that the information about their product on the website is accurate. Below are the guidelines recommended by Google for retailers:

Valid and unique GTIN: Make sure that you don’t use the wrong GTIN. Moreover, ensure that you don’t use similar GTINs for the new as well as existing products. The retailer should refrain from inventing their GTINs and should not register the invented GTINs with GS1. Although the retailer is also the product manufacturer, they can register the invented GTINS with GS1.

Maintain the product data quality: The retailers should only submit structured data of the highest quality. The quality data is then submitted to Google in the product feed. Moreover, apart from the structured data, the retailers can also add structured markup to their website.

Importance of GTIN: GTIN should only be provided when it exists. For example, the retailers should provide the GTIN when selling the product that already has a GTIN. If the GTIN is not available, the retailers should look for the brand parts and the manufacturer’s number to identify the product.

Tips and techniques for the online publishers

If the online creators’ content does not get identified accurately, it would be tough to sustain today’s heavy competition. For publishers whose content is based on reviews and tutorials, inevitably, their content gets accurately identified. Below are the guidelines issued by Google for online publishers.

Valid GTINs: Using correct GTINs is mandatory. Moreover, if you do not have the correct GTIN, don’t waste your time inventing a new one.

Name of the Product: Do not play with the name or the spelling of the product. Use the exact and correct name of the product so that the users would have no problems in finding it.

Structured Data: It is essential to include structured data, especially when reviewing the products. It is necessary, as, with the structured data, the search engine shows the reviews in an orderly fashion in the search.


The modern-day business world is all about being in the eyes of the customers. Therefore, retailers and publishers should always look at methods that would allow the search engines to find their products easily. Be it the broad search terms or the specific query, the product’s information should be clearly defined. If you want a digital marketing company to do your marketing for you, check out the list of leading Digital Marketing Agencies that will surely help you.

A piece of clear information about the product will help the users make better purchase decisions and, from the business point, increase the product’s visibility.



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