Unzip the Formula for Success In E-commerce
Ever since the Hummingbird update, there has been a ton of Internet buzz about entity search. What is entity search? How does it work? And what exactly is an “entity”? However, the topic of entity search as it relates to e-commerce and Google Shopping has been neglected.
Everything you have learned to date about entity search, semantic search and the semantic Web also applies to e-commerce. The big difference in the shopping vertical compared to other search verticals is that all entities searched for are of the same type. Every product in Google is, in fact, an entity of type “product.” It should therefore be treated and optimized as such.
Although there are other search verticals in which all entities searched for of the same type (recipes, patents, images, maps, etc.), there is one key differentiator in e-commerce. In e-commerce, there is a unique global identifier that is leveraged across all major comparison shopping engines and search engines: namely, a GTIN or Global Trade Item Number (better known in the U.S. as a UPC). The schema.org definitions are shown below.
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