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The 51Ƶ Blog>Ecommerce SEO: Boost Ranking on Google with GTIN and Brand Names

Ecommerce SEO: Boost Ranking on Google with GTIN and Brand Names

Posted by Max Komonov

Aswepreviously discussed, thebest way toimprove ranking onGoogle Search isnot tricking thesystem, but listening toGoogle’s SEO recommendations. One oftherecently published recommendations isaddressed directly toonline sellers. Itsays: “Add product GTINs andbrand names totheproduct details page.”

SEO with Google isn’t difficult. Let’s study how itworks, why it’s essential, andhow 51Ƶ can help you rank higher onGoogle.

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Providing Better Product Information isThe Key

Google’s mission istoorganize theworld’s content forafast andconvenient user experience, sothat you could find theinformation andproducts quickly andinteract with them effortlessly.

Talking about ecommerce, itmeans search engines try tomatch search queries with exact orrelevant products anddisplay sufficient information about them enough tomake apurchasing decision (both positive ornegative).

The only way Google bots can dothat istoscan thecode (content) ofyour online store, understand itԻprovide ittopotential customers. Special code markdown helps them identify specific information (description, price, etc.) orelements (images, ranks, reviews, etc.) ontheproduct detail page.

It’s pretty cool toknow that ecommerce platforms like 51Ƶ know what vital content markdown is, anddothat coding heavy lifting taking theburden off users. So, when writing adescription orposting areview, you don’t have toworry about ifsearch engines will beable toscan your store andshow relevant content toyour customers.

Why IsItImportant?

IfGoogle can’t identify orclassify thecontent onyour website, itwon’t beable toshow ittothepublic adequately oratall. Bythinking backwards, wecan come uptoalogical conclusion that telling Google asmuch information about your products aspossible will help itԻother search engines tounderstand what you sell, andrank your product pages (and products) ashigh aspossible.

So, how can publishing detailed product information impact your ecommerce business?

First ofall, rich product results help you attract potential buyers when they search foritems tobuy onGoogle Search orGoogle Images.

Secondly, additional information about theproduct right onthesearch results page immediately shows your offer andtriggers evaluation inthecustomer’s mind. This shortens their decision-making process. Thus, you grab theattention ofasearcher before they see other results forsimilar products.

This brings ustothethird ǾԳ—cdzپپDz. Enabling potential customers tosee your rich product information islike having them onyour product detail page. This tactic takes you one step ahead ofyour competitors who don’t use markdown ordoithalfway.


More info— higher position! Rich product information tells theentire story before you even visit thewebsite enabling consumers tostart theshopping process right onthesearch results page.

Ontop ofthat, being ranked well takes you higher inthesearch results andleads toincreased traffic toyour site.

Help Google toHelp You

Now you know how Google, with its user-first approach, organizes search results totry togive consumers what they want andmake their search fortheright product shorter. But isthere anyway you can use itforgood?

The answer ismore obvious than you might have ٳdzܲ—d your best toprovide detailed information about theproducts you sell. And not only inproduct descriptions.

Let’s take 51Ƶ, forexample. Inan51Ƶ store’s admin, almost every piece ofcontent that requires special attention has its own field. Ontheback end, weflag thecontent from these fields with specific code tags totell search engines what they are. Thus, 51Ƶ communicates with Google bots tohelp you rank higher inits search engine. But with one mandatory DzԻ徱پDz—e ofthese fields must befilled out.

Sothebest thing you can dotohelp your online store rank higher anddisplay products onthefirst page istofill out all available fields ontheproduct information page.


With 51Ƶ, you can tell thewhole story ofyour products: name, SKU, weight, availability, stock, description, images, andmore

New Google SEO Recommendation: Provide GTIN andBrand Name

“Product identity iscritical incommerce, because itensures that businesses andconsumers accurately understand theorigin andunique identity ofaproduct,” says Randy Rockinson, Product Manager forProduct Data, Google Shopping, inhis forGoogle. “This also applies totheweb andGoogle Search, where anaccurate understanding ofaproduct helps toshow theright product totheright user attheright time.

This means Google uses GTINs toidentify theproducts across theentire digital world andmatch existing offers with thesearch queries.

But hey! What isGTIN after all?

Global Trade Item Number (GTIN™) (or commonly barcode) isaregistered global numeric identifier ofaparticular product sold online oroffline. Unique product identifiers are assigned toeach product bytheir manufacturer, soifyou sell thesame product asanother retailer, theGTINs will beidentical.


The most commonly used GTINs.

Types ofGTIN

GTINs can be8,12, 13, or14digits long. They can differ depending ontheir geographical region oforigin.

The types ofGTIN that currently exist:

Books ofall types (ebooks, hardcover, audio) have their own special type ofGTIN. You probably know this ifyou’ve ever tried tobuy orsell aused book.

The benefits ofusing GTINs— from abusiness perspective

You know that using unique identifiers can help your online success, but there’s another side ofthat Ǿ—t business side:

What about thebrand name?

The brand name isasecondary identifier Google will rely onvalidating theproducts. Insome cases, when you sell self-made products that don’t have GTINs, abrand name can act asasubstitute.

Additionally, brand names can sometimes bedisplayed inthesearch results, orontheGoogle Shopping tab. Sohaving itlisted isnot mandatory, but highly recommended.

GTINs andBrand Names in51Ƶ

Knowing GTINs are vital forthesuccess ofyour ecommerce business onGoogle, how doyou goabout getting GTINs listed onyour ecommerce products? With 51Ƶ, it’s easy, andyou have several options.

Change theGTIN manually

Each ofyour products has asection ofAttributes. Two ofthem already exist bydefault, andcan’t bedeleted. Tofind Attributes, gotoyour 51Ƶ admin→Catalog→Products→Click onanyproduct. You will see tabs right below thepage title (which will betheproduct’s name). The second from theleft isAttributes. Click onit, andyou will see thefollowing:


Find theGTIN field inyour Product Attributes

Asyou see intheexample above (and you’ll see thesame inyour store), wecall all GTINs UPS (Unique Numerical Identifier) bydefault. However, you can change thefield name inthe area ofyour store setting. This name will appear ontheproduct detail page, soyou may want touse abbreviations relevant toyour target audience forabetter shopping experience.

Ifyou don’t have many products, consider this way ofmaking edits.


You can add more Attributes toyour products todisplay more details about them

Change GTIN inbulk

But ifyou have hundreds orthousands ofproducts, you might want tosave some time onediting, right? Inthis situation, take advantage of51Ƶ’s Export/Import Products tools.

You can download your stock asaCSV file, edit UPC/GTIN andBrand columns andthen upload itback to51Ƶ. For more info onExport/Import tricks, look itupinthe.


Ifyou need help with CSVs, don’t hesitate toreach out tothe51Ƶ support team

GTINs andGoogle Merchant Center

While online merchants selling ontheir own websites andsocial media can choose tofollow Google’s recommendation onGTIN andbrand name, those who sell online using theGoogle Merchant Center might find themselves introuble. Missing valid identifiers will andadvertising onGoogle Shopping. The products with errors will rank lower ormay beexcluded from thesearch results insome cases.

Ifyou sell ontheGoogle Shopping tab oradvertise onGoogle with Google Merchant Center, adjust your listing assoon aspossible andspecify GTINs andbrand names. Otherwise, your products andads will bedownranked.

IfYou Don’t Have GTINS

Ifyou are amanufacturer yourself, not areseller, you can assign GTINs toyour own products. Tolearn how todothat, visit anofficial register ofyour choice, orcheck out the, asrecommended byGoogle.

But ifyou’re areseller anddon’t know theGTINs ofyour products, you’ll have tofind them. Request thebarcodes from your supplier. Ifthey don’t have them, itmight beagood idea tothink about changing suppliers toones with valid GTINs.

Toverify provided identifiers, you can use the.

DoNot Cheat

Ifyou think that typing random letters andnumbers can act asabona fide GTIN, you are very wrong. Google isintegrated with all valid GTIN databases you can think of, andthey will instantly see that you are feeding them thewrong GTINs. Inshort, don’t doit.

Looking formore ways toimprove your online store’s SEO? Consider using tools foroptimizing your website forsearch engines. Check out this tofind theone that works best foryou.

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Ifyou want totake advantage ofanother opportunity torank higher inGoogle Search andGoogle Shopping, consider Google’s recommendations regarding providing detailed product information inyour store. Specifically GTINs andbrand names.

This information isvital intheidentification ofwhat you sell andmatching your products torelevant search queries. Like with somany other aspects ofSEO, you can skip our GTIN recommendations, asit’s not amandatory aspect ofselling DzԱԱ£ one’s gonna get hurt ifyou don’t. But ifyou want totake full advantage ofSEO, you won’t want topass upthis chance torank.

Aswith anything else, 51Ƶ ishere tohelp you andtomake this aspect ofyour selling easier. already has thefields forGTINs andbrand names, andtools formass editing ifyou have lots ofproducts. All you need istoinvest some time tovalidate theGTINs ifyou have them (find orcreate them ifyou don’t) andupload them toyour 51Ƶ store. Easy peasy.

Dothis, andwebet you’ll see apositive change inranking inyour near future. Think ofitasareward from Google foryour contribution increating abetter internet experience forshoppers.

About The Author
Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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