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How To Dominate Google Merchant Center [Podcast]

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How To Dominate Google Merchant Center [Podcast]

So, you want to promote your products online. Are you ready?

Google Merchant Center is the future of ecommerce when it comes to both PPC AND SEO (including local). It is the first step to launching Shopping Ad campaigns for your products.

In this episode, Duane Brown joined me to talk about Merchant Center, its data, the importance of feeds, and the all-around Google Shopping experience for Google’s users.

Your shopping feed is the most important thing you could work on, and it sets you apart from your competition because most people are not going to work on it. Admittedly, it’s a bit tedious, but it’s a tedious, boring work that gets you ahead.–Duane Brown, 20:53

Google really wants to build an Amazon type of marketplace, and we all know that Amazon is all about the lowest price at the end of the day.–Duane Brown, 40:34

I believe that Merchant Center is a hybrid of organic and shopping that may be used in the future for organic results and shopping ads. So keep an eye on that. –Loren Baker, 24:43

[00:00] – A little about Duane.
[03:07] – Does Duane do ads outside of Google Shopping?
[04:26] – What’s exciting in the Google ad scene right now?
[07:41] – Emerging ad platforms.
[11:38] – Why is Merchant Center important?
[13:51] – Should SEO be involved in the Merchant Center?
[17:33] – Tips for feed management.
[21:22] – How to be considered a Google Shopping ranking factor.
[22:58] – How important is shipping-time data?
[27:22] – Recommended apps for smaller ecommerce stores.
[29:10] – How important are tools?
[33:17] – Why are search engines going feed-based?
[35:26] – Merchant Center suggestion for a motorcycle dealership.
[38:38] – Additional tips & techniques for Google Merchant Center.
[41:58] – Can you sell services with Google Shopping?

Resources mentioned:
Google Merchant Center – https://www.google.com/retail/solutions/merchant-center/
Triple Whale – https://trytriplewhale.com/
Take Some Risk – https://www.takesomerisk.com

Suppose you’re going to run shopping ads. Whether it’s paid shopping ads or you want to be on the shopping tab, which is free, you definitely need a Merchant Center to have a place to store your data.–Duane Brown, 12:26

Retention is just becoming a bigger thing. Google realizes that if we want to have people with a better experience, we need to think about retention. –Duane Brown, 26:36

You build a business. It’s that second purchase, that third purchase, that fourth purchase –well, you turn them from a customer to a brand loyalist. That’s a goal. That’s the dream. –Loren Baker, 28:52

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Duane Brown:

Duane is a global citizen with 14 years of experience working across digital marketing and branding for clients, including ASOS, Walmart, Jack Wills, WooCommerce, RockerBox, and Wea.

Duane’s story is one of hard work, dedication, and success. So far, his globetrotting has taken him places like Australia, where he worked at Telstra; London, the UK, working on brands such Mopp & Grant Thornton. He left London after ten weeks to go to Asia, then back home in Canada, where he landed a job at Unbounce.

With this opportunity came more opportunities that led him down the path toward running an advertising agency that helps ecommerce, DTC, and SaaS brands scale PPC and paid-to-advertise.

When Duane is not working, he travels somewhere new, checks out a restaurant on his bicycle, or delves into a book that caught his eye.

​​Connect with Duane on LinkedIn: https://www.linkedin.com/in/duanebrown/
Follow him on Twitter: https://twitter.com/duanebrown

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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Crawl Errors And Crawl Budget: Are They Ranking Factors?

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Crawl Errors And Crawl Budget: Are They Ranking Factors?

Crawling is the first step on any page’s journey to a results page.

Search engines must discover your page before evaluating it and deciding where to place it in the results.

Crawling the web is a resource-intensive process. Search engines like Google draw from hundreds of billions of webpages, videos, images, products, documents, books, etc., to deliver query results.

So, they prioritize crawling efforts to conserve resources and the load on the websites they’re visiting.

There’s a limit on how much time crawlers can spend on you.

The amount of time that Google devotes to crawling a site is called the site’s crawl budget.

Any technical hiccups that interrupt Google’s ability to crawl your site are called crawl errors.

Smaller sites are not likely to be affected. When you hit over a few thousand URLs, it becomes essential to help Googlebot discover and prioritize the content to crawl and when and how much of the server resources to allocate.

Given it’s the starting point, you may wonder: Is how well Google can crawl my website a ranking factor?

[Deep Dive:] The Complete Guide To Google Ranking Factors

The Claim: Crawl Errors And Crawl Budget As Ranking Factors

Reducing crawl errors and improving the crawl budget are both major focuses of technical SEO, and for a good reason!

You invest tens or hundreds of thousands of dollars a year creating high-quality content, then hit publish, and all you can do is wait for your hard work to appear in search results.

The trouble is, if Google doesn’t crawl a page due to an error or limited crawl budget, the page can’t rank for anything at all.

For a page to appear in Google search results, it must first be crawled by Googlebot.

That is why some marketers consider crawl budget a ranking factor.

Let’s see if there is any evidence to support that claim.

The Evidence: Crawl Errors And Crawl Budget As Ranking Factors

Understanding how a page gets from a website to the search engine result page (SERP) is essential to determine if crawl budget could be a ranking factor.

The process involves three steps: crawling, indexing, and ranking.

Read about the intricacies of the process in SEJ’s ebook, “How Search Engines Work.

Crawl budget and crawl errors fall under “crawling”; bots follow links to discover pages.

Indexing is analyzing a page and storing it in a catalog for easy retrieval.

After a page has been crawled and indexed, it is eligible to display in search results.

Ranking essentially lists the most relevant webpage at the top of search results, followed by the other pages, based on how well Google thinks the page answers the query.

The ranking stage includes most of the analysis performed by Google’s algorithms. To be considered a ranking factor, something needs to be given weight during the ranking stage.

While crawling is required for ranking once met, this prerequisite is not weighted during ranking.

Just in case that doesn’t fully settle the issue for you:

Google addresses whether or not crawling is a ranking factor directly in their “Top questions” section of the Google Search Central blog.

Screenshot from Google Search Central, June 2022Crawl Errors And Crawl Budget: Are They Ranking Factors?

Google’s documentation reassures readers that while crawling is necessary for being in search results, it is not a ranking factor.

[Discover:] More Google Ranking Factor Insights

Our Verdict: Crawl Errors And Crawl Budget Are Not Ranking Factors

Crawl Errors And Crawl Budget: Are They Ranking Factors?

Crawl Errors And Crawl Budget: Are They Ranking Factors?

Google determines rankings by many factors. However, crawl errors and crawl budgets are not one of them.

Think of crawling as the entry point into Google’s search results.

Search engines need to be able to crawl your website to index your pages. Indexing is required for ranking. But, an increased crawl budget is not responsible for better positions in search results.


Featured Image: Paulo Bobita/Search Engine Journal

Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]

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