Google Base is a tool that allows site owners to conveniently list their inventory on Google. Google then uses that inventory and tries to match it up to appropriate search results for a given user.
By default, Google requests the following information on a per product, or per service item: brand, condition, description, expiration date, id, image link, link, price, product type, and the most important — the title of the item.
For the sake of example, let’s say that your business sold and serviced jewelry. While you could list an engagement ring as a “1 carat platinum ring” — you won’t get much exposure. You must force yourself then to use the title and the description fields in Google Base to become very descriptive.
Try labeling that same ring as “1 Carat (ct.) Princess Cut Diamond on Platinum Engagement Ring Band”.
Seem overboard? Think again! You have suddenly opened up the door for a number of highly searched for terms like… “engagement rings”, “princess cut diamond rings”, “1 ct. diamonds”, etc.
Throughout your use of Google Base though, be sure that you reference the best pages on your own site. Remember that a user will search someplace through Google and be left off on your site when they’re finished. While you may be tempted to put them through to a shopping cart page that instantly adds that item to their cart — it really cannot be advised. Users coming into your site from Google Base will need to be comforted by the fact that they have left a large company in Google. Be sure then to market your pages to be as thorough and as descriptive as possible without distracting from the product at hand.
Finally, be sure to check your web analytics to see how people who buy originally arrive at your site. You will find that many people will search by specific criteria, such as color, material or style. Google Base Optimization is a continuing effort where you will need solid tools in place to get the best results from. Once things are covered though, it is well worth it!
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