Back in May, Google introduced an update that would quickly give retailers who run Local Inventory Ads another way for their searchers to find out of certain products were available in a given local store. The functionality, which went live in July, was included in several large retailers.
Now, Google is doubling down on this feature and dedicating even more resources to it. Let’s look at what comprised the original update, how it’s been advanced to include even more significant functionality and how it may impact internet marketing areas.
Introduced in May, Google’s new “Search items at the store” feature is available in both the Knowledge Panel and Google Maps results for retailers who are participating in the program. Within a given search for a store, the listing will appear just under the phone number and other relevant information.
Link text in Maps, both for mobile and desktop, is black – a small downside, as it may not appear clickable for quite as many people. Clicking on it takes users to a Google-powered landing page that lists all the inventory slated as available in that advertiser’s Local Inventory product feed (the tool that powers Local Inventory Ad campaigns). Users are able to search for specific products in a search bar at the top of the page, or can click on a specific category to see and filter individual products available at that location. The page retains map details, and also shows available sizes, review and stock alerts and the ability to search for other locations.
In all, the update is an excellent tool for streamlining the kind of local product searches many consumers rely on.
With August’s update, the tool has become even more powerful and wide-reaching. For starters, the view has been streamlined – there’s now a larger section with a search box and product category links, and mobile users are able to access a carousel of product listings. The feature enables retailers to promote products available in certain locations via inventory feeds that are submitted to Google. Search results and links then lead to Google Shopping pages. In addition, Google is running a test to show relevant text ads in Knowledge Panel listings for certain local businesses.
To learn more about this Google update, or for information on our online marketing and SEO services, speak to the experts at SEO Werkz today.