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JAN 2008: Svend Named "SEO DARK LORD"

Google's Froogle Explained

What's new at Froogle?

By now, most e-commerce merchants are familiar with Froogle and how it is a great source of free traffic and targeted sales leads. This month we are going to investigate how you can improve upon your Froogle campaigns and make the most of this free resource.

By way of background, Google launched Froogle in late 2002 as a beta service. In March of 2004, Google moved Froogle to be one of the primary tabs off of its homepage. Although technically still in "beta", it has immense popularity. It is unique among its competitors in that it does not charge a fee to use its service but instead relies on making money by displaying its ubiquitous Google AdWords on the right-hand column. Froogle receives it product information by merchant provided data files (see https://www.google.com/froogle/merchants/basic_feed_instructions.html).

If you rank well on Froogle, it may also help you to rank well on Google where you otherwise do not. For example, try doing a search on Google for one of the widgets you sell. You may, but not always as it depends on your product, see the first three results displayed being the top three results of Froogle. Hence, if you can gain a top 3 ranking on Froogle, you consequently gain a top three ranking on Google since it is displaying Froogle results ahead of all else. As always, visibility and rankings drive traffic and sales.

In attempt to set itself apart from its competitors in this comparison-shopping space, Froogle has recently added some new features that will be of interest to many an e-commerce merchant. Froogle recently added product ratings, product reviews and a wish list service (see http://www.google.com/shoppinglist) while also expanding to England and Germany. It has also gone wireless. Web-enabled cell phones can receive access at http://wml.froogle.com.

In it's efforts to become a more comprehensive shopping portal, Froogle now culls consumer and expert reviews from such sites as Bizrate.com, Circuit City and CNET and pairs them with popular electronics products like digital cameras and then aggregates the ratings to display a score from 1 through 5. For example, a search for an iPod (http://www.google.com/froogle?q=ipod&btnG=Search+Froogle) will yield many items for sale, various prices from various merchants that are click-sortable from high to low and low to high, the ability to add to your wish list and a rating of 4.5/5 out of 431 reviews. A click to see more about these reviews would reveal that they are an average of consumer and professional reviews.

As an e-commerce merchant, it is good to note how your customers are finding your site and your products. Often times, they are using these search comparison sites. While there are many from which to choose, Google is not only making strides to set itself apart as a better and more informative shopping comparison site, from your perspective as a merchant, it would be folly to not use it because it is free.

Maximizing Your Froogle Feeds

So, now that you've embarked on that Froogle campaign, you'll want to maximize your results. Even though the service is free, the very nature of the service is to allow your potential customers to search among your products and those of your competitors based on a variety of customer-driven factors, most notably price. In addition to price, they can drill down and refine their search results based on keywords and more. Therefore, there are some important factors you should keep in mind when creating or revising your Froogle feeds.

1. High Quality product images are essential. Be sure that they are clear and of sufficient size. Froogle requires that the image URL you submit is the image that is on your website. Froogle doesn't allow thumbnail images that are less than 90 x 90 pixels.

2. Include as much recommended data as possible in your feeds. Froogle allows merchants to make their product descriptions into miniature sales pitches. As the object is to pitch to your customer to get them to buy on your website, it is the same in your Froogle feeds. Ensure that you include your targeted keywords in the title and the description. Also, be sure to that your products are mapped to the correct Froogle category. Those are some of the foremost factors in ranking highly in a Froogle search.

3. Product Names and descriptions should be concise, accurate, and follow manufacturers conventions. Be sure to include alternative spellings in your descriptions. For example, if you're selling the SONY xyz-123 widget, you might want to also include it as xyz123 as well.

4. Regarding price, be aware that most consumers sort by price. Since this is the case, try pricing your products slightly lower than your competitors. For example, if the going rate for widgets is $29.99, price your product at $29.88.

5. Update frequently to keep inventory and prices fresh. Froogle drops any data that is more than 30 days old so you should probably ftp the feeds at least once a week. The data usually gets loaded into Froogle within 24 hours. This allows optimizers to tweak their feeds, and resubmit to see how their rankings change. To make life easier, consider using an e-commerce solution that allows you to export your products automatically and on a regular basis. It will be an immense time saver allowing you to always have fresh content that will rank well.

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