Google Data Feed Standard Goes Futuristic

google base

Google not only ignores the two fledgling industry standards for data feeds, but like a bull in a china shop, goes all futuristic by extending the attribute list for products. The base attributes of the a Google bulk submission file are

  1. brand
  2. condition
  3. description
  4. expiration_date
  5. id
  6. image_link
  7. link
  8. price
  9. product_type
  10. title

A standard list which complies with the basics of the ARTS data feed standard and the upcoming Oasis new data feed trading standard.

But a few weeks ago, Google extended the optional list of attributes, stating that

….If you are submitting one of the following item types, you can increase your items’ exposure in search results by including additional attributes as well…

Most product category attributes have been extended to cover color, styling, and size. For instance, the clothing category the extra attributes for a product are

  1. color
  2. department
  3. made_in
  4. material
  5. size
  6. style

For Digital Cameras

  1. color
  2. film_type
  3. focus_type
  4. megapixels
  5. model_number
  6. resolution
  7. size
  8. tech_spec_link
  9. upc
  10. zoom

For Shoes

  1. color
  2. department
  3. heel_height
  4. made_in
  5. material
  6. shoe_width
  7. size
  8. style

The intension is to provide a more sophisticated search. Rather than 3D virtual world display of garments, it is aiming at what Google does best, crunch and search data.

The question is whether online merchants can be equal partners in this futuristic vision. It is a heavy burden on a merchant’s IT team to help Google “Access all the World’s Data”. The incentive for merchants is there though; as Google integrates its shopping search into its main search results, the amount of traffic directed to merchants will be huge.

The stakes in data feed marketing just got higher. At Enclick, we have been putting together a central database of products with attributes and data collated from various sources. We use the central database to complete the missing attributes on our customer data feeds. Google has just raised the level of data we need to collate for all products lines.

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