How to Rank in Google Shopping with SEO

Google Shopping has come a long way since its inception as a simple price comparison engine. Today, with Google’s continuous shift toward AI-driven search results, product listings have taken center stage in both standard search engine results pages (SERPs) and the dedicated Google Shopping tab.

For eCommerce businesses, this presents a significant opportunity: showing up for the right product queries can dramatically increase clicks, impressions, and, ultimately, sales.

But how do you capitalize on this trend? The key lies in optimizing your Google Shopping feed for SEO. Let’s discuss the strategies that can help your products rank higher and gain more visibility on Google Shopping.

How to Rank in Google Shopping

One of the most common misconceptions is that you need a big advertising budget or a complicated bidding strategy to show up in Google Shopping. Although running Shopping Ads can help, there’s also a completely free method to get your products listed, free listings. By utilizing free listings in Google Merchant Center, you can show your products across various Google platforms without paying per click.

What Are Free Listing And Where Are They Visible?

Free listings allow your products to appear in Google’s Shopping tab and other relevant search experiences at no cost. Before this feature was introduced, Google Shopping was primarily a pay-to-play model.

Now, Google surfaces products from Merchant Center feeds in select areas of the SERP, enabling users to discover and compare items without requiring the merchant to pay for clicks, here is where they are shown:

Google Search Results

Free listings may appear as product cards or within a "Shopping" section when users search for items. For instance, a search for "black backpack" could display various options with prices and images directly in the search results.

Google Shopping Tab

When users compare products or browse categories, free listings are displayed alongside paid ads. If someone searches for "lightweight backpack under $100," your products might be shown with details, even without paying for an ad.

Google Images

Your product images can surface in image searches, directing users straight to your store’s product pages.

Google Maps and Business Profiles

Free listings assist customers in discovering available products in nearby stores. For example, a search for "camping gear near me" might display your products on Google Maps.

YouTube and Google Lens

Google incorporates product details in video and visual searches, increasing the visibility of your products if you maintain updated product information.

Optimizing Product Attributes for Google Shopping SEO

To enhance the performance of your free and paid listings, it's crucial to provide high-quality, relevant product data. Google relies heavily on your feed attributes to determine when and where to display your products. Here are the key attributes you should focus on:

1. Title: The product title is the most crucial attribute. Ensure it clearly describes the product, using relevant keywords that shoppers might search for to boost visibility and engagement.
2. Description: Include key details such as features, use cases, and unique selling points to help Google understand the context of your product and influence purchasing decisions.
3. Brand: Always include a recognized brand name if applicable, as it enhances trust and visibility, appealing to brand-loyal shoppers.
4. GTIN / MPN: Unique product identifiers like Global Trade Item Numbers (GTIN) or Manufacturer Part Numbers (MPN) help Google accurately identify your product, improving search query relevancy and boosting ranking potential.
5. Color, Size, Material: These attributes define product variations and are especially crucial for items like apparel or furniture, ensuring shoppers find the exact variant they want.
6. Google Product Category: Assigning the correct category helps Google display your product in relevant search results, reaching the right audience and improving visibility.

The Required Attributes From Google

These are some of the basic attributes, here are all of the required attributes from Google, with examples:

‍

For more information and tips, check out the top 15 feed attributes in 2025.

What an Optimized Feed Looks Like

Seeing the attributes above can seem a bit overwhelming, here is an example of what it looks like in an actual feed:

<rss version="2.0" xmlns:g="http://base.google.com/ns/1.0">
  <channel>
    <title>Outdoor Journey Store</title>
    <link>https://www.adventuregearpro.com</link>
    <description>Gear and apparel for camping, hiking, and backpacking</description>

    <item>
      <g:id>TL-1001</g:id>
      <g:structured_title>
        <g:digital_source_type>trained_algorithmic_media</g:digital_source_type>
        <g:content>"Rest Under the Stars: AI-Enhanced TranquilLight Sleeping Bag (Regular)"</g:content>
      </g:structured_title>
      <g:structured_description>
        <g:digital_source_type>trained_algorithmic_media</g:digital_source_type>
        <g:content>"Stay warm on cool nights with the AI-Enhanced TranquilLight Sleeping Bag. Designed to retain heat while remaining breathable, it ensures restful sleep for backpackers and car campers alike."</g:content>
      </g:structured_description>
      <g:link>https://www.adventuregearpro.com/tranquillight-sleeping-bag</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/tranquillight_sleeping_bag.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>99.99 USD</g:price>
      <g:brand>TranquilLight</g:brand>
      <g:color>Red/Grey</g:color>
      <g:condition>new</g:condition>
      <g:shipping>
        <g:country>US</g:country>
        <g:service>Standard</g:service>
        <g:price>7.50 USD</g:price>
        <g:min_transit_time>3</g:min_transit_time>
        <g:max_transit_time>5</g:max_transit_time>
      </g:shipping>
      <g:shipping_weight>2.0 lb</g:shipping_weight>
    </item>

    <item>
      <g:id>RR-2002</g:id>
      <g:title>RangeRider Hiking Boots</g:title>
      <g:description>Durable boots designed for traction and stability on rugged trails. Leather and mesh construction to keep feet protected and comfortable through any terrain.</g:description>
      <g:link>https://www.adventuregearpro.com/rangerider-hiking-boots</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/rangerider_hiking_boots.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>129.95 USD</g:price>
      <g:brand>RangeRider</g:brand>
      <g:color>Brown</g:color>
      <g:size>10</g:size>
      <g:gender>male</g:gender>
      <g:condition>new</g:condition>
      <g:shipping_label>OvernightEligible</g:shipping_label>
      <g:custom_label_0>Backpacking</g:custom_label_0>
    </item>

    <item>
      <g:id>AF-3003</g:id>
      <g:title>AquaFlow Hydration Pack</g:title>
      <g:description>Lightweight 2-liter hydration backpack with breathable shoulder straps. Perfect for trail running, mountain biking, or day hikes.</g:description>
      <g:link>https://www.adventuregearpro.com/aquaflow-hydration-pack</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/aquaflow_hydration_pack.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>45.00 USD</g:price>
      <g:brand>AquaFlow</g:brand>
      <g:color>Blue</g:color>
      <g:condition>new</g:condition>
      <g:product_detail>
        <g:section_name>Reservoir</g:section_name>
        <g:attribute_name>Capacity</g:attribute_name>
        <g:attribute_value>2 liters</g:attribute_value>
      </g:product_detail>
      <g:product_detail>
        <g:section_name>Material</g:section_name>
        <g:attribute_name>Fabric</g:attribute_name>
        <g:attribute_value>Ripstop nylon</g:attribute_value>
      </g:product_detail>
    </item>

    <item>
      <g:id>SM-4004</g:id>
      <g:title>SummitMaster Cookware Set</g:title>
      <g:description>Compact cookware kit with a non-stick pot, pan, kettle, and foldable utensils. Stacks together for easy packing, ensuring a quick meal after a long day on the trail.</g:description>
      <g:link>https://www.adventuregearpro.com/summitmaster-cookware</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/summitmaster_cookware.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>39.99 USD</g:price>
      <g:brand>SummitMaster</g:brand>
      <g:color>Grey</g:color>
      <g:condition>new</g:condition>
      <g:cost_of_goods_sold>22.00 USD</g:cost_of_goods_sold>
    </item>

    <item>
      <g:id>CE-5005</g:id>
      <g:title>CampEasy Folding Chair</g:title>
      <g:description>Sturdy, portable folding chair with a built-in cup holder and carrying strap. Ideal for relaxing around the campsite or cheering at outdoor events.</g:description>
      <g:link>https://www.adventuregearpro.com/campeasy-folding-chair</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/campeasy_folding_chair.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>24.50 USD</g:price>
      <g:brand>CampEasy</g:brand>
      <g:color>Green</g:color>
      <g:condition>new</g:condition>
      <g:product_highlight>Lightweight frame built for quick setup</g:product_highlight>
      <g:product_highlight>Durable fabric supports up to 300 lbs</g:product_highlight>
    </item>

  </channel>
</rss>

What Are Supplementary Feeds?

A supplementary feed is an additional feed that you can link to your primary feed within Google Merchant Center. Rather than replacing your primary feed, it’s used to “fill in the gaps” where your primary feed might be missing key data.

How Supplementary Feeds Work

• You upload your primary feed containing the core product attributes (ID, title, price, etc.).
• You create a supplementary feed that includes additional columns—like materials, colors, or more comprehensive descriptions—and map them to the respective product IDs.
• Google Merchant Center merges the data from both feeds to create a richer, more complete product listing.

This approach is particularly useful if you don’t have immediate access to your main product data source or if you work with multiple data files. By adding supplementary feeds, you can optimize your product information without altering the source feed.

Benefits of Supplementary Feeds for SEO

• Enhanced Descriptions: Provide more detailed descriptions that include long-tail keywords relevant to your product.
• Accurate Attributes: Fill in attributes like color and material, making your listing appear more often for attribute-based searches (e.g., “blue leather sofa”).
• Better Product Titles: If your main feed has simple titles, a supplementary feed can add rich keywords that help with ranking.
• Seasonal or Promotional Edits: Create limited-time change, such as a holiday-specific promotion, without adjusting your entire feed.

By combining a fully optimized primary feed with a supplementary feed focused on detailed attributes, you give your products the best chance to show up for the right queries in Google Shopping.

For more information on supplementary feeds, check out this article to make sure you know what supplementary feeds are and you can use them.

Frequently Asked Questions

Here are the most common questions about how to rank in Google Shopping

Do I need paid ads to show up in Google Shopping?

Not necessarily. Thanks to free listings, your products can appear in Google Shopping without any cost. However, combining free listings with paid campaigns can increase your overall visibility.

Is it mandatory to use a supplementary feed?

No. If your primary feed already includes all necessary attributes (title, description, color, size, etc.), you might not need a supplementary feed. But if you find yourself missing attributes or wanting to test additional keywords, a supplementary feed can be very useful.

How long does it take for changes in my feed to reflect in Google Shopping?

Updates typically begin to appear within 24–48 hours, although it can sometimes take longer. Keep an eye on the Google Merchant Center Diagnostics tab to ensure your changes were accepted.

What if my products do not have a GTIN?

If your products are custom-made or don’t have a GTIN, you can use an MPN (Manufacturer Part Number) or select the “identifier exists” attribute as false. Just ensure that your product identifiers comply with Google’s requirements.

Can supplementary feeds override data in my primary feed?

Yes. If the same attribute is provided in both feeds, Google will typically use the data from the supplementary feed. This helps you fine-tune product attributes without modifying the primary feed data source.

How do I pick the right keywords for my product titles and descriptions?

Start with the basics: what do customers search for when looking for your products? Use keyword research tools or rely on common sense and competitor listings. Include brand names, product types, and any distinguishing features.