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Product Feed and Webpage Title Recommendations for Products with Variants

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello,

 

We are in the process of shorting our titles on site and feed and I have one question.

Should we include the MPN/SKU in the title?

 

Currently we have a base SKU in our title on the website because the product page has variants.

 

In the feed we have exact SKU in the titles.

 

Example of the website title: Brand XZ3429 Variable Overlay Self-Closing Face Mount Hinge

 

Example of Variant Titles in Feed

Brand XZ3429ORB Variable Overlay Self-Closing Face Mount Hinge in Oil Rubbed Bronze

Brand XZ3429G10 Variable Overlay Self-Closing Face Mount Hinge in Satin Nickel

Brand XZ342926 Variable Overlay Self-Closing Face Mount Hinge in Polished Chrome

 

Obviously we need to shrink these titles down and we are looking to do this the best way possible.

 

Using the above samples what is the best webpage title?

Using the above samples what is the best product variant titles in the feed?

Thanks in advance for your help.

2 Expert replyverified_user

Product Feed and Webpage Title Recommendations for Products with Variants

Rising Star
# 2
Rising Star

1) Each niche and merchant is different, the best way to see if adding the mpn and or sku is a good idea is by checking if customers actually search for it. If yes, than absolutely add it. If not than maybe use the equity for something better.

 

2) Titles should accurately describe the product and be essentially the same on the landing page. 

 

3) The best landing page or shopping title should be based on your market research on what people search to find your particular product, while keeping in mind to accurately describe the product.

 

You can use Analytics, Adwords, Search Console and other 3rd party websites to identify key search terms.

 

Hope this helps.

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Product Feed and Webpage Title Recommendations for Products with Variants

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thanks for your reply Emmanuel,

Good info and I think we have done that but we have over 50K with long titles and are trying to shorten them using the best practices.

 

Also I am asking about our Google Feed. In our examples the title on the site and the feed are not the same. I have read many times that the titles, and description need to be the same on the website and feed.

 

Can you please be a little more specific and possible show examples with our info?

 

Thanks

Product Feed and Webpage Title Recommendations for Products with Variants

[ Edited ]
Top Contributor
# 4
Top Contributor

currently, a title must be shortened if the 150 character limit is exceeded;
otherwise, long-tiles is usually a quality related warning, not an error.

there is no explicit need to shorten any of those example titles --
google allows 150 character titles and none of those examples
seem to exceed that limit.

google may truncate a title depending on the context of the ad and display --
typically 15, 60, 70, 100, or 120 or so characters, depending on the context.

since the title fluctuates there is no way to fit a title in all contexts --
simply be certain the first 15, 60, and 70 characters accurately name
the exact physical item being sold and includes the important details

that define the specific physical product being sold and shipped.

for variants, a best-practice is to include a common part and a distinguishing
detail that specifically, accurately, and uniquely, identifies each variant --
verify accurate item_group_id and at least one unique variant-attribute value.

also, sku and mpn are not necessarily the same -- sku is unique to a merchant,
while mpn is a manufacturer-assigned value; some merchants do use mpn for
a sku, but using a strictly-internal sku in a title is likely wasted space.

importantly perhaps, all 150 characters will be indexed and used for searches --
to match the product to the user's search-terms; generally, display is extremely
important, but do not sacrifice the potential to match a relevant search, for a
better display.

there may be a need to rearrange the titles,
so that the most unique and relevant name
is in the first 15, 60, or 70 or so characters.

 

if a flagged title exceeds 150 characters, then removing the sku/mpn is
likely the quickest fix, assuming there is some other distinguishing detail;
otherwise, color -- depending on how users are actually searching.
e.g.
(1) web-page title:
Brand Variable Overlay Self-Closing Face Mount Hinge in Bronze

(2) product-variant title:
Brand Variable Overlay Self-Closing Face Mount Hinge in Bronze

add the other information to the description and specific attributes --
be certain mpn and color are also submitted as separate attributes;
be certain mpn is a manufacturer's value, not some internal-sku.

a user should understand exactly what physical item is being
sold and will be shipped -- even if the title is truncated.

note that this same similar notion -- display vs search relevancy --
is true for most all attribute values submitted, that google may
or may not decide to display fully, or at all, in a given context.

generally, follow google's specified (character) recommendations and limits --
currently, google decides the format and display of all submitted data and
the format and display of (shopping) ads may change in any given context.

submitted data not matching the landing-page may lower quality --
submitted data too far afield from matching the landing-page may
be removed from the auctions or flagged for a policy violation.


otherwise, as was indicated, each merchant's experience and goals are different;
keep or add a term if the term is being used by users; titles should accurately
name the physical item and essentially match the landing-page while taking into
account actual data and related research from a variety of sources.

 

the best likely course would be to first inspect some real data --

such as the search-term report, conversions, analytics, etc., --

then, shorten any title that exceeds the 150 character limit and

possibly rearranging or shorten some titles that exceed the 70

character recommendation -- based on the data and research.

see also
https://support.google.com/merchants/answer/6324415
https://support.google.com/merchants/answer/7052112