enhance searchability through web product standard gtin+

Enhanced Web Searchability Through Web Product Standard GTIN+ (GS1 SmartSearch)

Ken Lam, Head of Marketing & Industry Enaggement

19 Nov 2015

© GS1 Hong Kong 2015

Search Engine Optimization


Where’s The Best Place To Hide A Dead Body?


Search Today:Too Much Data, Not Enough Rich & Relevant Content

4

Search: Swiffer


Organic

Paid

Organic vs. Paid Search


90% of Clicks

10% of Clicks

Organic vs. Paid Search


Click-Through Rates

How Search Engines Work


Without links, the engines

might never find this page

How Search Engines Work, Crawling & Indexing


The Flow of PageRank


PageRank is Split Evenly Between theLinks on a Page


Search today

• Good online product information experiences are critical: 80% of all in-store purchases are influenced by digital1.

• Computers are “dumb” at reading online. They are unable to see meaning in product information on web pages as humans can.

12

Search engine have challenges

1 PwC. “Understanding How US Online Shoppers are Reshaping the Retail Experience” 2012


•Do your products comply with search engine algorithms?

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What is GTIN+ (GS1 SmartSearch)

It is a standard to:• allow applications like search engines to better read and

understand product information posted online

• lay a foundation to make it easier to discover products on the Web

• support the next level of digital commerce and online consumer experiences

It was developed alongside organizations including Schema.org (includes representation from Yahoo, Google and other key industry players)


Hoes does GTIN+ (GS1 SmartSearch) Help?

• Give product information to computers in their language• Provide a recognizable vocabulary for coding product data online, so search engines and other

digital services can understand and deliver meaningful responses to product queries

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Benefits of GTIN+ on the WEB

• Machine Readability – Using structured data online helps search engines to better understand their products

• Higher Rankings – Search engines prioritize the web-content they understand, placing the product page into a higher ranking

• Enhanced Search Results - Structured data helps search engines provide consumers with more concise and relevant results

• Communicating Authentic Information – Search engines deliver more reliable search results using trusted information from brand owners

• Improved sales strategies - Structured and accurate data helps merchants differentiate their content, drive traffic and grow sales

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Benefits of GTIN+ on the WEB

Consumers• More relevant, complete search results they can trust

from Brand Owners and Retailers; easier to compare products

Retailers

• Improved accuracy and completeness of online search, resulting in higher traffic, fewer missed items, higher conversion rates, sell more product, lower SEO costs

• Better integration along supply & demand chains based on consistent use of GS1 identifiers, e.g. pooled inventory

Brand Owners

• Sell more• Improved data quality, accuracy and brand equity • Single point of contact for uploading product attributes,

reducing time to shelf and content creation costs • Actionable consumer insights, better ability to target

ads

Search Engines

• Optimize search algorithms by leveraging structured data model and machine readable content

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Across the business system …


Company - Specific Brand ExampleP&G - Swiffer

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Swiffer Twitter PageSwiffer Brand Site Swiffer Facebook Page

Wegmans.com

Walmart.com

Peapod.com

Shoprite.com

Environmentalworkinggroup.com

babycenter.com

Search:Google.com


Publishes Swiffer GTIN

1

GTIN+ on the WEB Pilot

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Swiffer Facebook PageSwiffer Brand Site

GTIN:GS1

Sandbox

3Inserts markup* for testing

2 Creates Structured

Data Markup

4Inserts markup* for testing Wegmans.com

5ALL

Review SEO Metricsand share learnings

* Markup will be invisible to consumers


Search Today:Too Much Data, Not Enough Rich & Relevant Content

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Search: Swiffer


Tomorrow: Accuracy, Relevance and TrustWith unique identification and structured content

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Swiffer

Structured data used in a variety of

new ways

MSDS Sheets

Ingredients

Product Image

Videos

Where to Buy


GTIN+ on the WEB – JSON-LD markup

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HTML source<html>

<head> … </head><script type=“application/ld+json”>{…

}</script>…

</html>


Thank YouGS1 Hong KongKen Lam, Head of Marketing and Industry Engagement E: [email protected]/ [email protected]: 2861 2819/ 2861 2819W: www.gs1hk.org

enhance searchability through web product standard gtin+

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