Discussions about ecommerce SEO are quick to turn to platforms like Amazon and Shopify. We do not tend to think of Google as being an ecommerce giant. But let us step back and think again. Google may not be an ecommerce operator itself, but it plays a key role in ecommerce success. A big part of what they do is tied to their Shopping Graph.
The Google Shopping Graph is essentially a global dataset informed by billions of product listings from websites located around the world. Not only that, but it is also a real-time dataset built on top of Google’s well known Knowledge Graph. It makes heavy use of AI and machine learning to present product information to consumers in a friendly and easy-to-understand way.
Every ecommerce agency should be up to speed on Google Shopping Graph. They need to be fully versed in its operation even if all their clients only sell on Amazon and eBay. By leveraging the Shopping Graph along with other ecommerce tools, agencies can guarantee they are doing right by their clients.
How the Shopping Graph Works
Google Shopping Graph is data heavy, like every other Google service. It relies on information from a variety of online sources including ecommerce websites, manufacturer and consumer generated videos, etc. What sort of information does the Shopping Graph thrive on? Here is just a small sampling:
- Product details.
- Product pricing.
- Product availability.
- Consumer reviews.
- Merchant and brand reviews.
Much of the data is gleaned through Google’s own efforts to go out and get it. But ecommerce agencies and their clients can directly inform Google Shopping Graph in the same way they can inform the Knowledge Graph. The more information an ecommerce agency feeds the Shopping Graph, the better.
Note that Shopping Graph data is dynamically updated in real time. Google’s goal is to always reflect the latest information from pricing to customer reviews. They rely heavily on machine learning and AI to crunch data and then deliver personalized results to each shopper.
A Bigger Reach Than Amazon
One of the things that makes ecommerce SEO unique is having to address multiple search engines. Take sellers on Amazon. Many consumers will go right to Amazon before beginning their searches. But many does not mean all. Some consumers will begin searching on Google and ultimately wind up on Amazon to place an order. So the ecommerce operator needs to engage in SEO practices that optimize for both Google and Amazon’s on-site search engines.
The two search engines could not be more different in how they do things. They both work on the same basic principle but differ in their implementation. Optimizing for one doesn’t necessarily mean optimizing for the other.
Where this gets interesting is reach. Amazon’s search engine is an on-site engine that works exclusively with data within its own borders. Amazon’s search engine doesn’t list products not found on its site. Therefore, it is limited by its nature. Google Shopping Graph has no such limitations.
Google Is at the Forefront, Again
The long and short of all of this is that Google is once again at the forefront. Even though the company is not an ecommerce operator by any stretch of the imagination, its ability to collect and analyze data makes Google a relevant partner in ecommerce SEO. Every ecommerce agency should fully understand what Google does with their Shopping Graph tool.
Webtek is a Salt Lake City SEO and digital marketing firm that also offers ecommerce services. If you would like to know more about our ecommerce agency offerings, don’t hesitate to reach out.
