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How to maintain a neat store and good Google Shopping titles

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# 1
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We have a Magento store. I am using an Extension to export all the products in a feed that is acceptable for Google Shopping.

 

However, the titles are not very descriptive. For example if the category the product is in is "RED", then the product will be called "product" as to name it RED product is superfluous.

 

The problem with that is the titles for Google Shopping are not optimised for search, as it seems the more defining keywords you put in the PLA title the better.

 

What ways are there to manage titles for Google Shopping yet not ruin your website naming structure by detailing each product in full in its title?

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Zevi S
September 2015

Re: How to maintain a neat store and good Google Shopping titles

[ Edited ]
Top Contributor
# 5
Top Contributor


first, you're welcome.

auction outcomes are determined by the bid and quality factors.

the title is one attribute that contributes significantly to quality;
the title submitted and seen by the user should match exactly --
the title submitted and displayed can be slightly different.

however, if the title is slightly different between what's submitted
and a landing-page -- both must refer to the same physical item.

generally, finding the submitted item on the landing-page must be
straightforward -- and google is the final arbiter of straightforward;

google recommends only one item and price on the landing-page.

typically, google uses submitted categories (product_type and
google_product_category values) when assigning quality and
for matching product-groups to assign bids.

google may or may not use categories to determine relevance
during a search -- depending on the search-term details, user
search history, and features available or selected by the user
on google-shopping.

therefore, any information that differentiates and clearly identifies
the physical item is best added to the title, description, and within
other required or recommended attributes (e.g. size, color).

for example, depending the on search details, a table with the title --
habersham wakefield 27 x 20 rectangular coffee table is usually better
than simply coffee table; however, habersham french coffee table may
win in the auctions depending on the search-term, all other attributes
submitted (e.g. size, 27 inches x 20 inches), the overall accuracy of
all submitted attributes, the image, and many other quality factors,
such as ratings, historic click-through-rates, etc.

 

for variants, a common title for all items in the variant-group is required.

the description and variant attribute details can be as important as title.

also, for product-listing-ads, titles are typically used by google as the
ad text; so, regardless of auction outcomes, overtly generic titles may
confuse or surprise users and lead to poor conversion rates.

if title details can be kept within the first 25-50 characters, that is usually best;
longer titles are indexed but may not be fully displayed, depending on context.

usually, google never divulges the details of any ranking-algorithms --
except indirectly via documented rules, policies, and recommendations
and within adwords via measured results (e.g. impressions).

 

View solution in original post

Re: How to maintain a neat store and good Google Shopping titles

Follower ✭ ✭ ✭
# 2
Follower ✭ ✭ ✭
Bump. Is the only way people use to write very descriptive titles in the CMS even though it would spoil the website?

Re: How to maintain a neat store and good Google Shopping titles

[ Edited ]
Top Contributor
# 3
Top Contributor


the title displayed on the website and submitted
to google should simply, clearly, and accurately,
name the physical item -- both titles should match.

for variant items (the same product in various colors, sizes, etc.),
google requires a common title for each variant item submitted --

and recommends including specific per-item characteristics that

helps to clearly differentiate the individual product.

generally, product-listing-ads do not use keywords and using the title
for keyword stuffing or other similar techniques violates the current
policies and is grounds for lower quality and poor performance in
the auctions over time, or disapproval, at any time.

 

all data submitted may be used for indexing,

search, and to help determine overall quality.

as to magento, the website structure, and how the magento-extension
handles the backend-data with respect to what is submitted to google --
the best likely course would be to ask either in the magento-forums, or
whoever is currently supporting the magento-extension being used,

or both.

 

 

Re: How to maintain a neat store and good Google Shopping titles

Follower ✭ ✭ ✭
# 4
Follower ✭ ✭ ✭
Thanks Celebird for your help.

Can you clarify the following points?

Do both titles have to match exactly? Is it alright if the Google Feed title says Large 4 Legged Round Table, but the title on the website says only Round Table yet the picture of the table on the website shows a Large 4 Legged Round Table and it sits in the Large 4 Legged Table category?

People use categories on almost every CMS in order to simplify the structure. Say I sold Tables, and my website was split up into 3 legged, 4 legged, and 5 legged. In each category it is further split into Round or Square tables. Then the actual Product name appears on the product. There is no need to mention the amount of legs or shape of the table on the Product Title as it is self evident from the categories where the product sits in.

In such a case, clearly there is a problem with the Google Ranking. If the product is called Aversham, and it sits in the Round table category and has 3 legs, how will Google know to show it to someone searching for 3 legged Round tables when all Google knows is the Product Name which is Aversham?
Marked as Best Answer.
Solution
Accepted by topic author Zevi S
September 2015

Re: How to maintain a neat store and good Google Shopping titles

[ Edited ]
Top Contributor
# 5
Top Contributor


first, you're welcome.

auction outcomes are determined by the bid and quality factors.

the title is one attribute that contributes significantly to quality;
the title submitted and seen by the user should match exactly --
the title submitted and displayed can be slightly different.

however, if the title is slightly different between what's submitted
and a landing-page -- both must refer to the same physical item.

generally, finding the submitted item on the landing-page must be
straightforward -- and google is the final arbiter of straightforward;

google recommends only one item and price on the landing-page.

typically, google uses submitted categories (product_type and
google_product_category values) when assigning quality and
for matching product-groups to assign bids.

google may or may not use categories to determine relevance
during a search -- depending on the search-term details, user
search history, and features available or selected by the user
on google-shopping.

therefore, any information that differentiates and clearly identifies
the physical item is best added to the title, description, and within
other required or recommended attributes (e.g. size, color).

for example, depending the on search details, a table with the title --
habersham wakefield 27 x 20 rectangular coffee table is usually better
than simply coffee table; however, habersham french coffee table may
win in the auctions depending on the search-term, all other attributes
submitted (e.g. size, 27 inches x 20 inches), the overall accuracy of
all submitted attributes, the image, and many other quality factors,
such as ratings, historic click-through-rates, etc.

 

for variants, a common title for all items in the variant-group is required.

the description and variant attribute details can be as important as title.

also, for product-listing-ads, titles are typically used by google as the
ad text; so, regardless of auction outcomes, overtly generic titles may
confuse or surprise users and lead to poor conversion rates.

if title details can be kept within the first 25-50 characters, that is usually best;
longer titles are indexed but may not be fully displayed, depending on context.

usually, google never divulges the details of any ranking-algorithms --
except indirectly via documented rules, policies, and recommendations
and within adwords via measured results (e.g. impressions).

 

Re: How to maintain a neat store and good Google Shopping titles

Follower ✭ ✭ ✭
# 6
Follower ✭ ✭ ✭
I love the way you write, very concise and to the point. I have taken your points to heart and decided that I have to describe the essential product details in the title.

For anyone seeing this after me, and wants to know how I plan to keep the website unchanged but yet to have the feed with descriptive titles, I plan to have an extra table in a separate Excel sheet where I store the Feed title against the ID.

Then using VLOOKUPS every time I download a new feed, I will replace the product feed title (that was generated with the title from the website) with a VLOOKUP for the new title I wrote corresponding to the ID.

Thanks very much @Celebird.

Re: How to maintain a neat store and good Google Shopping titles

Top Contributor
# 7
Top Contributor

first, thank you for the kind words and the detailed update.

one caution is that the submitted data and website details
are typically checked by automated policy-detection algorithms;
having submitted and landing-page titles that are too disparate,
or variants submitted improperly, can trigger disapprovals.

asking whoever is supporting the magento-extension
and in the magento-forums may still be worthwhile.

having all the data stored neatly under the back-end database,
with submitted and landing-page titles matching and properly
supporting item_group_id and variants, are likely best --
if at all aesthetically and technically feasible.

Re: How to maintain a neat store and good Google Shopping titles

Follower ✭ ✭ ✭
# 8
Follower ✭ ✭ ✭
Upon your advice I reached out to the extension creators who informed me it is indeed possible to create a second title and description field in the Magento Database allowing me to keep it all organised in the CMS and have two versions of titles, one for Google and one for the website.

How much Google will require me to match the titles will have to be seen. I will make sure to describe the product accurately in Google Title, and it will exactly match the Picture of the product, and some of the title on my own website.

Hopefully, Google will be OK with it.

Thanks