Google revealed it’s working to bridge the gap between two key product data sources that power its shopping results – website markup using schema.org structured data and product feeds submitted via Google Merchant Center.
The initiative, mentioned during a recent “Search Off The Record” podcast episode, aims to achieve one-to-one parity between the product attributes supported by schema.org’s open-source standards and Google’s merchant feed specifications.
Leveraging Dual Product Data Pipelines
In search results, Google leverages structured data markup, and Merchant Center product feeds to surface rich product listings.
Irina Tuduce, a longtime Google employee involved with the company’s shopping search infrastructure, says merchants should utilize both options.
Tuduce stated:
“We recommend doing both. Because, as I said, in signing up on the Merchant Center UI, you make sure some of your inventory, the one that you specify, will be in the Shopping results. And you can make sure you’ll be on dotcom on the Shopping tab and Image tab.
And then, if you specify how often you want us to refresh your data, then you can be sure that that information will be refreshed. Otherwise, yeah, you don’t know when we will have the resources to recrawl you and update that information.”
Meanwhile, implementing schema.org markup allows Google to extract product details from websites during the crawling process.
Reconciling Markup and Feed Discrepancies
However, discrepancies can arise when the product information in a merchant’s schema.org markup doesn’t perfectly align with the details provided via their Merchant Center feed uploads.
Tuduce explained
“If you don’t have the schema.org markup on your page, we’ll probably stick to the inventory that you specify in your feed specification.”