Building on the various merchant listing experiences supported by Google Search and its e-commerce update, Doreid and Jarno explain in this webinar the best strategies to ensure your products have a comprehensive, accurate and consistent data set that gives your products maximum visibility on Google and free listings.
They also go over the different levels of complexity of datasets in Google Merchant Center and show the process of product feed optimization by using Merchant Feed data to create a Product Knowledge Graph, even for large and multilingual e-commerce. Finally, they explain best practices for data management and how to stay current with the latest trends and strategies for data-driven e-commerce.
What you learn:
– Overview of different merchant listing experiences supported by Google Search;
– Importance of providing rich product data for eligibility in Google’s shopping experiences;
– The reasons behind Google’s move from pay-to-play to more organic results on Google Shopping, including the benefits to both merchants and shoppers.
– Complexities of product pricing and shipping information, and strategies for simplifying this data to meet Google Search’s requirements.
– Strategies for giving a “passport” to e-commerce products through rich, accurate, and consistent data that can be used to create a product knowledge graph.
– The process of moving from a merchant feed to a product knowledge graph, including data harmonization and data reconciliation for multilingual and large e-commerce sites.
– Best practices for data management and how to stay up to date on the latest trends and strategies for data-driven e-commerce.
Dorei Haddad – Senior SEO Expert at WordLift, specialized in semantic SEO, structured data, and building knowledge graphs for SEO for companies that are looking for out-of-the-box scalable SEO solutions.
Jarno van Driel -International structured data consultant from The Netherlands who focuses on providing a competitive edge through the application of leading-edge online marketing technologies for enterprise level websites. In practical terms this means he helps organizations align and optimize their marketing activities by developing corporate vocabularies (based on schema.org) for the creation of annotated datasets to be used by (but not limited to) all marketing channels.