A few weeks ago, we published a blog about how to improve your product rankings on Amazon.com. As we mentioned, a large percentage of shoppers—online and offline—start their product search on Amazon. However, we all know that not all shoppers have the same shopping habits. Not only do you need to pay attention to how your product stories are rendering on Amazon, but also you need to monitor your product information on other sites and search engines—and one of these, of course, is Google. A survey by PowerReviews earlier this year concluded that while Amazon, at 38% of respondents, is the preferred online search vehicle for product search, Google is a close second, at 35%.
Many shoppers, especially those that are Amazon Prime Members who enjoy free shipping on many items on the Amazon site, find shopping on Amazon to be convenient. Many products have multiple reviews and there are frequently multiple sellers for a given product, enabling price and shipping comparisons.
However, Amazon may not actually boast the best product or price options, especially for those shoppers without Prime membership. Likewise, product information found on Amazon.com may be inconsistent and limited by keyword search terms. In contrast, Google’s keyword and algorithmic power can provide shoppers with product options from a variety of retailers—a selection that rivals what is found on Amazon. When shoppers limit themselves to just one shopping site, they may be limiting their product knowledge and options.
When shoppers search on Google, they can find the best products and prices more quickly. For example, when shopping for an “ugly Christmas sweater” for my husband, I searched on Amazon and found this one for $29.99:
However, when I searched for this same sweater on Google, I found the same item for $24.50 on another site. Normally, I wouldn’t be so price-sensitive, but in this case, since I was purchasing a “gag” item, I wanted to spend as little as possible!
Not only may Google provide you with lower price options for your product search, but also Google provides local inventory listings from retailers that are physically located near you. Considering that most retail transactions still take place in a physical store, this information is very useful to shoppers. For last minute gift-buying, this information could be a deciding factor.
Another benefit for shoppers is the better product information they will likely find on Google. Since Google Shopping is a “pay to play” service, requiring retailers to purchase Product Listing Ads (PLAs), retailers may be more inclined to ensure that up-to-date and accurate product information—in terms of imagery, pricing, and product descriptions—is being presented. For manufacturers that participate in Google Manufacturer Center, better product information is pretty much guaranteed due to the tools and analysis that Google provides.
The take-away here is that shoppers can be unpredictable with respect to how and when they conduct a product search. We can provide you with behavioral data and statistics all day long, but to reach the individual shopper, you need to monitor all the channels where your products can be found so that you can meet those personalized needs as they arise. Each individual shopper has unique habits and preferences—where they begin their product search (Google versus Amazon versus retailer), what their criteria are (price versus convenience, for example), and what their timeline and delivery preferences are. Therefore, you need to have accurate, complete, and compelling product information available on every channel to ensure that you can be found and considered, each and every time a shopper searches for your product.
As we embark on 2017, check back with inRiver for more on this topic. We will have additional blogs and webinars to help you create great product stories, raise the visibility of your products and your brand, and stay abreast of your competition and the latest tools and trends. In addition, we will share information about our relationship with Google Manufacturer Center and our connector to that helpful portal.
Kathryn Zwack, Senior Content Marketing Manager North America, inRiver