What a product feed is
Google Shopping listings and free product listings come from Google Merchant Center. Merchant Center learns about your products from a product feed: a structured list of everything you sell, with one row per product.
Your store already holds this information. The job of a feed is to present it in the format Google expects, and to keep it current as prices and stock change.
What goes into each product
Every product needs a small set of core details. The names below are the attribute names Google uses:
- id: your unique product code, which never changes.
- title and description: what the product is, written for shoppers.
- link: the product page on your site.
- image_link: a clear main photo of the product.
- price and availability: exactly as shown on your site.
- brand, and a product identifier such as a GTIN where one exists.
Products with variants (sizes, colours, finishes) are usually listed as separate items that share an item group, so each variant can show its own price and stock.
Keep the feed and the website in agreement
The most common reason listings get disapproved is a mismatch: the feed says one price or stock level and the product page says another. Google checks the landing page, so the two need to agree.
That’s why we generate the feed from the store itself rather than maintaining a separate spreadsheet. When you update a price in the store, the feed follows.
Product pages that convert
A listing only gets the click; the product page has to make the sale. Fast-loading pages, clear photos, honest delivery information and an obvious “add to cart” matter as much as the feed.
For stores with seasonal ranges or promotions, focused landing pages for each collection give shoppers (and ads) a better place to land than a long category page.
What we set up
- A feed generated from your store’s own product data.
- Clean product URLs that don’t change when you edit a product.
- Product structured data on every product page.
- Merchant Center connected and the feed submitted.
For Calgary Furniture Emporium we built e-commerce landing pages, clean URL routing and a Google Merchant product feed.
Key points
- Merchant Center reads your products from a feed, one row per product.
- Price and stock in the feed must match the product page.
- Generate the feed from the store so it never drifts out of date.
- Structured data on product pages describes the same facts to search engines.
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Written by the SK Info Techies team · Updated
