What is Material [material] Product Attribute? Google Free Listings (2025)

Accurately describing product materials [material] enhances search filters and boosts visibility in Google’s free listings.

Written by
Torbjørn Flensted
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January 10, 2025

Shoppers often seek products made from specific materials to meet their quality standards or aesthetic preferences. The Material [material] attribute ensures that your products are easily discoverable by clearly describing their main fabric or material. By providing this information, you help customers filter and find exactly what they're looking for in Google’s free listings.

What is Material [material] Product Attribute?

The Material [material] attribute allows you to specify the primary fabric or material that your product is made of. Whether it’s a leather jacket, a wooden chair, or a stainless steel appliance, this attribute helps create accurate search filters. By detailing the material, you enable customers to narrow down their search results to find products that match their material preferences.

What are Free Listings? Google’s free listings are organic placements across platforms like Search, Maps, YouTube, and the Shopping tab—without requiring advertisers to pay for clicks. By accurately submitting the Material [material] attribute, you ensure your products appear in relevant filters, making it easier for customers to find items that meet their specific material preferences.

When your product feed includes detailed material information, Google can better categorize and display your products to users who prioritize material quality or specific fabric types. This increases the likelihood of your products being seen by the right audience, ultimately driving higher engagement and sales.

Where Does Google Merchant Center Fit In?

Google Merchant Center is the platform where you manage your product feeds, including attributes like title [title], description [description], and material [material]. By accurately filling out the material [material] attribute, you enhance the clarity and searchability of your listings. This ensures that your products are correctly filtered and displayed to users searching for specific materials, thereby improving your visibility and competitiveness in the marketplace.

Minimum Requirements for Material [material]

To ensure your products are eligible and displayed correctly in free listings, adhere to the following requirements:

  1. Include the Main Fabric or Material: Clearly describe the primary fabric or material your product is made of. Avoid mixing this attribute with others like color, size, or pattern.
  2. Submit for Material-Variant Products: Use the material [material] attribute for all products that have variants distinguished by their material. Ensure each variant shares the same item_group_id [item_group_id].
  3. Single Value Submission: Provide only one value for the material attribute. If your product is made of multiple materials, specify one primary material followed by up to two secondary materials, each separated by a slash (/), in a single field.

Material [material] vs. Other Attributes

Understanding how the Material [material] attribute interacts with other product attributes is crucial for accurate listings:

A) Material [material]

  • Definition: Describes the main fabric or material that a product is made of (e.g., leather, cotton, stainless steel).
  • Usage: Use for products where the material is a distinguishing feature and customers might search by it.

B) Color [color]

  • Definition: Specifies the color of the product.
  • Usage: Use separately from material to describe the color aspect, ensuring clear and distinct filtering.

C) Pattern [pattern]

  • Definition: Describes the graphic print or design on a product.
  • Usage: Use independently to describe the design elements, without conflating them with material or color.

By clearly distinguishing these attributes, you enable more precise search filters and better product categorization, enhancing the shopping experience for your customers.

Best Practices

Optimize your Material [material] attribute by following these best practices:

  • Use Understandable Values: Submit clear and descriptive materials that users recognize, such as "leather," "cotton," or "stainless steel." Avoid abbreviations or internal terminology that may confuse shoppers.
  • Be Specific and Accurate: Ensure the material description accurately reflects the product. Misleading materials can lead to customer dissatisfaction and returns.
  • Avoid Irrelevant Values: Only use the material [material] attribute if the material is a significant feature of the product. Do not submit values like "n/a," "none," or "multi" if they do not describe a specific material.
  • Consistency Across Variants: If your product has multiple variants based on materials, ensure each variant correctly reflects its unique material in the attribute.
  • Enhance with Visuals: Complement the material attribute with high-quality images that clearly showcase the product’s material, helping customers visualize the texture and quality.

Pro tip: Use an AI tool to optimize your product feed

Examples

Below are scenarios illustrating common mistakes and optimized corrections when using the material [material] attribute:

Google Material Attribute Examples

Scenario

Before (common mistakes)

After (optimized corrections)

Missing Material Attribute

No material attribute provided for the product.

material: cotton

Using Unrecognized Abbreviations

material: COT.

material: cotton

Submitting Multiple Materials Separately

material: leather, fabric

material: leather/fabric

Using Non-English Terms

material: cuero

material: leather

Mixing Material with Other Attributes

material: wood, color: brown

material: wood

Providing Vague Values

material: synthetic

material: polyester

Incorrect Alignment with Other Attributes

material: leather, size: M

material: leather, size: 42

Using Unsupported Material Terms

material: eco-friendly

material: recycled polyester

Incorrect Material Capitalization

material: Silk

material: silk

Confusing Material with Finish

material: matte

material: stainless steel

Using Material in Product Title Instead

Product Title: Classic Leather Jacket

material: leather

Not Updating Material When Needed

material: cotton (after switching to wool)

material: wool

Incorrect Material Formatting

material: "Cotton"

material: cotton

Using Generic Terms

material: fabric

material: polyester

Pro tip: See two Google product feed examples (from 2 different online stores)

Why the Right Material Matters for Free Listings

Accurately describing the Material [material] attribute enhances how Google categorizes and filters your products, making them more discoverable to customers who prioritize material quality or specific fabric types. When materials are correctly submitted, your products can appear in more targeted searches, increasing the likelihood of clicks and conversions. Additionally, clear material descriptions help set accurate customer expectations, reducing the risk of returns due to mismatched quality or material.

Moreover, well-defined material attributes contribute to a better shopping experience by allowing users to efficiently narrow down their search results. This precision not only improves customer satisfaction but also enhances your store’s reputation for reliability and attention to detail.

Common Pitfalls & How to Avoid Them

Even experienced merchants can encounter issues with the Material [material] attribute. Avoid these common pitfalls to maintain compliant and effective product listings:

  • Using Abbreviations or Internal Terms: Always use clear, descriptive materials that shoppers understand. Avoid shorthand or codes that aren’t widely recognized.
  • Mixing Material with Other Attributes: Keep material descriptions separate from color, size, or pattern to ensure accurate filtering and categorization.
  • Submitting Irrelevant or Vague Values: Only use the material attribute if it’s a distinguishing feature of the product. Avoid non-specific terms that don’t describe a material.
  • Providing Multiple Values Separately: The material attribute accepts only one value. If your product is made of multiple materials, specify them in a single field separated by slashes (/).
  • Ignoring Material Variants: If your product has multiple material variants, ensure each variant is accurately described with its own material value.
  • Using Non-English Terms: Submit material values in English to maintain consistency and ensure they are recognized by Google’s systems.
  • Overlooking Important Materials: If the material is a key feature that influences purchasing decisions, neglecting to include it can reduce your product’s visibility in relevant searches.

Related Attributes

Accurate data across product attributes ensures your listings are comprehensive and easily searchable. Monitoring potential issues in the Merchant Center’s “Diagnostics” or “Needs attention” tabs can help maintain the integrity of your product data. If you utilize structured data on your website, map relevant fields to schema.org properties for enhanced compatibility. Below is a table of attributes—those marked as Required apply to free listings when relevant, while recommended ones can further improve your product’s discoverability.

Tools For Small Businesses Table
Attribute Additional Details
Id [id] Required
Unique identifier for each product.
Example: "SKU12345".
Ensure each product has a distinct ID to avoid duplication in your inventory.
Title [title] Required
Descriptive product title.
Example: "Men's Waterproof Hiking Boots".
A clear and concise title helps customers quickly understand the product.
Link [link] Required
URL to the product page.
Example: "https://yourstore.com/products/mens-waterproof-hiking-boots".
Ensure the link directs to the most relevant product page for accurate indexing.
Image link [image_link] Required
Main image URL.
Example: "https://yourstore.com/images/mens-waterproof-hiking-boots.jpg".
Use high-quality images that accurately represent the product to enhance customer trust.
Price [price] Required
Current price of the product.
Example: "$89.99".
Keep pricing information up-to-date to reflect any changes or promotions.
Description [description] Required
Detailed product description.
Example: "Durable hiking boots with waterproof material and reinforced soles for all terrains".
Provide comprehensive details to help customers make informed purchasing decisions.
Availability [availability] Required
Stock status.
Example: "In Stock".
Accurate availability information prevents customer frustration due to stock discrepancies.
Condition [condition] Required
Product condition.
Example: "New".
Clearly state the condition to set correct customer expectations.
Brand [brand] Required
Brand name.
Example: "Columbia".
Associating with a reputable brand can enhance product credibility.
Gtin [gtin] Required
Global Trade Item Number.
Example: "012345678905".
Ensure GTINs are accurate to improve product visibility in search results.
Mpn [mpn] Required
Manufacturer Part Number.
Example: "COL-HB-2024".
Use MPNs to uniquely identify products without GTINs, ensuring precise cataloging.
Multipack [multipack] Required
Number of items in a pack.
Example: "2-pack".
Clearly indicate multipacks to inform customers about the quantity they are purchasing.
Bundle [is_bundle] Required
Indicates if the product is a bundle.
Example: "Yes" for a camping gear set.
Bundles can offer better value and attract customers looking for complete solutions.
Color [color] Required
Main color of the product.
Example: "Forest Green".
Specify colors accurately to help customers find products that match their preferences.
Size [size] Required
Size specification.
Example: "11 US".
Provide standardized sizing to ensure customers select the correct fit.
Age group [age_group] Required
Target age demographic.
Example: "Adult".
Specify age groups to tailor product listings to the appropriate audience.
Gender [gender] Required
Intended gender for the product.
Example: "Unisex".
Clearly defining gender helps in accurately categorizing products for search and display.
Item group ID [item_group_id] Required
Identifier for product variants.
Example: "BOOT-COL-2024".
Use item group IDs to group similar products, enhancing organization and searchability.
Shipping [shipping] Required
Shipping details.
Example: "Free shipping within 5 business days".
Provide clear shipping information to set accurate delivery expectations.
Tax [tax] Required
Tax information.
Example: "Tax included".
Ensure tax details comply with regional regulations to avoid legal issues.
Pattern [pattern] Recommended
Description of the product's pattern.
Example: "Camouflage".
Including pattern details can attract customers looking for specific designs.
Material [material] Recommended
Main material used.
Example: "Gore-Tex fabric".
Highlighting materials helps customers understand product quality and functionality.
Additional image link [additional_image_link] Recommended
URLs of extra product images.
Example: "https://yourstore.com/images/mens-waterproof-hiking-boots-side.jpg".
Provide multiple images to showcase different angles and features of the product.
Size type [size_type] Optional
Size measurement system used.
Example: "US", "EU".
Specify the size type to accommodate international customers and reduce sizing confusion.
Size system [size_system] Recommended
Standardized size system.
Example: "US".
Using a standardized size system ensures consistency across different product listings.
Link in Google Search Index [canonical_link] Recommended
Canonical URL for better search indexing.
Example: "https://yourstore.com/products/mens-waterproof-hiking-boots".
Implementing canonical links helps prevent duplicate content issues and improves SEO performance.

FAQs About Material [material]

Does adding a material attribute improve my product’s ranking?

Yes. By specifying the material, you enhance the relevance of your listing for users searching for specific materials, such as “leather jacket” or “wooden table.” This targeted matching can increase your product’s visibility and click-through rates, as shoppers are more likely to engage with listings that meet their material preferences.

What if my product doesn’t have a specific material?

If your product doesn’t feature a distinct material or it’s irrelevant to the purchase decision, you don’t need to use the Material [material] attribute. Only submit this attribute when the material is a significant feature that distinguishes your product from others.

Can I submit multiple materials for one product?

No. The Material [material] attribute accepts only one value. However, if your product is made of multiple materials, you can specify one primary material followed by up to two secondary materials, separated by slashes (/), in a single field. For example: "Cotton/Polyester/Elastane."

Should I include the material in the product title or description as well?

Yes. While the Material [material] attribute helps with filtering and search accuracy, including the material in the product title and description can enhance clarity and ensure that shoppers understand the material features of your product.

How specific should the material descriptions be?

Use clear and specific terms that accurately describe the material. For example, use “calfskin” instead of just “calf” or “stainless steel” instead of “metal” to provide a precise description that shoppers can easily understand.

Can I use non-English words for materials?

No. Submit material values in English to ensure they are recognized and processed correctly by Google’s systems. Using non-English terms can lead to misinterpretation and reduce the effectiveness of your listings.

How often should I update the material attribute?

Update the Material [material] attribute whenever you introduce new material variants or make changes to existing ones. Regular updates ensure that your product data remains accurate and relevant, maintaining high visibility in search results.

What if my product’s material changes over time?

If the material of your product changes (e.g., introducing a new fabric blend or a different type of leather), update the Material [material] attribute accordingly to reflect the new material. This keeps your listings accurate and ensures they appear in relevant searches for the updated material.

Conclusion

The Material [material] attribute is essential for accurately describing the main fabric or material of your products, enhancing their visibility in Google’s free listings. By providing clear and specific material information, you enable customers to find products that match their quality standards and aesthetic preferences, improving search relevance and increasing the likelihood of conversions.

Ensure that you only submit the material attribute when it’s a distinguishing feature and that the descriptions are clear and accurate. Avoid common pitfalls like using abbreviations, mixing attributes, or submitting irrelevant values. By following best practices and maintaining accurate product data, you can enhance the shopping experience for your customers and boost your store’s performance in a competitive online marketplace.

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What is Material [material] Product Attribute? Google Free Listings (2025)

This is an article written by:

Passionate SEO expert, Torbjørn Flensted, boasts two decades of industry experience. As the founder of SEO.ai and having run an SEO agency for 13 years, he's spent the last decade pioneering cutting-edge tools, transforming how agencies and professionals approach Search Engine Optimization.