The latest update will reward merchants who provide a superior retail ‘experience’ with greater visibility and rankings in Google’s Shopping feature.
The Google Shopping experience scorecard explained
Last week, Google announced a new programme named the ‘Shopping experience scorecard’. Extending its focus on experience as a ranking factor, Google revealed that “excellent customer experience” will lead to merchants being rewarded with “a boost in rankings,” “a badge” and “other benefits that will help consumers find your business,” within the Google Shopping feature in the SERPs.
What contributes to ‘excellent’ customer service (in Google’s opinion)?
But exactly what are the metrics that Google believes constitutes ‘excellent customer service?’ I hear you cry.
Initially, the search giant has outlined four metrics:
Based on a brand’s performance on the above factors, they may become eligible for improved rankings within Google Shopping, a badge and other visibility benefits.
How can I view my brand’s Google Shopping experience scorecard?
There is a guidance article that explains that “the program will monitor the experience you provide to customers in several areas, including shipping speed, shipping cost, return cost, and return window. You’ll be given a rating of “Excellent”, “Comparable”, or “Opportunity” on each metric.
To view your performance for each metric and your overall score:
Sign in to your Merchant Center account.
From the navigation menu, click Growth.
Click Shopping experience scorecard.
Why does any of this matter?
If you are an eCommerce retailer using Google Merchant Center and you know that your brand meets Google criteria for ‘excellent’ customer service, now is the time to begin sharing that information in order to capitalise on increase visibility in the Shopping snippet.
It is also worth noting that Google did mention that if you choose not to provide this data brands “will not be penalised”.