Following on from last month’s Ultimate Guide to E-commerce, we’d like to provide a hassle-free guide to Google Merchant Center for it’seeze Shop owners.
If you run an online shop, having an exceptionally designed website is just one piece of the puzzle. The next step is ensuring that people can easily find your products when searching for them online.
That’s where Google Merchant Center comes in. Think of it as your store’s second shop window this time, on Google.
In this easy guide to Google Merchant Center, we explain:
So what is Google Merchant Center?
Google Merchant Center (GMC) is a free tool from Google that enables you to upload your product data and make it available across Google’s platforms, most notably, Google Shopping.
Google Merchant Center is to e-commerce websites,
what Google Business Profiles are to local search, invaluable.
Doug Walker - it'seeze Digital Marketing Manager
You’ve undoubtedly seen these before: product listings with an image, price, and shop name that appear at the top of Google Search results when you search for things like “black leather handbag” or more specific product searches like “Ultra Spec 500 Scuff-X Satin”. Here’s what it looks like in action:
Each one of those boxes is a listing from a business using Google Merchant Center. Each box represents an additional opportunity to advertise the benefits of purchasing the product from your business rather than from your competitors.
Why your e-commerce website needs a GMC account
If you have an e-commerce website but aren’t using GMC, you’re missing out on free and paid exposure in places where your customers are already looking.
Here’s why it’s important:
It’s your second shop window: While your website might be beautifully designed (especially if it’s from us!), it still needs traffic. Merchant Center helps get your products in front of shoppers who may have never heard of your brand.
It works with Google Ads & Shopping: Want to run a product ad campaign? You’ll need GMC to feed your products into Google Ads.
Better visibility in search results: Your listings can appear in Google Shopping, Google Images, and even in the main search results tab for high-intent queries.
Boosts SEO indirectly: Product listings with correct schema markup and high engagement can improve your site’s overall visibility.
Where Do Product Listings Appear?
When set up correctly, your product listings can appear in several places across Google:
1. Google Shopping Tab
This is Google’s comparison-shopping engine. When users click on “Shopping” after a product search, they’re taken to a results page filled with listings from various retailers.
Example, search: “women’s running shoes”
You’ll see product images, pricing, and brand names – all pulled from Merchant Center feeds.
2. Google's Organic Search Results
For some product queries, Google will display a row of Shopping ads or free listings at the top or side of the search results page.
Example, search: “buy electric drill”
You’ll likely see product boxes above the organic listings.
3. Google Images
If a product image matches a user’s query, it can be displayed with a price and a link to buy again via Merchant Centre.
4. YouTube & Display Network (for paid advertising)
If you choose to run ads, your product listings can appear on YouTube Shoppable ads, partner websites, and Google’s Display Network.
(Source: Google)
To enhance your video ads, sync your Google Merchant Center feed. This allows you to visually expand your call-to-action button by showcasing your best-selling products, driving traffic to the most important product pages.
How to create a Google Merchant Center account in 5 Steps
Setting up your account isn’t overly complex, but it does need attention to detail. Here’s a simple walkthrough:
Step 1: Create a Google Merchant Center Account
Sign in with your Google account
Enter your business information, including website URL and business address details
Step 2: Verify and Claim Your Website
You’ll need to prove that you own your website, usually by adding a small snippet of code to your site. If you’re an it’seeze SEO customer, we can take care of this for you.
Step 3: Set Up Delivery & Returns Policies
Google wants transparency for shoppers. Make sure your site clearly outlines:
Delivery costs & times
Return process
Any restrictions (e.g. UK only shipping)
Tip: Businesses often get stuck here, if your policies are unclear or incomplete, your account may be suspended.
Step 4: Create and Submit a Product Feed
This is a spreadsheet or automated file that lists all your products and details such as:
Product title
Description
Price
Image link
Availability
A Global Trade Item Number (GTIN), if available
This can be done manually, but if you’re using a platform like the it'seeze editor, this step updates automatically, pulling your existing products directly from your it'seeze Shop.
Step 5: Monitor Your Google Merchant Center Account
Check regularly for:
Disapproved products
Errors in your feed
Policy violations
How to avoid common setup issues
Even though the process is relatively straightforward, many businesses encounter issues. Here are some of the most common ones:
Missing or unclear delivery information - Google checks your delivery and returns policies. If they’re buried in small print or missing entirely, your account can be suspended.
Incorrect product data - Product titles that don’t match the website, incorrect pricing, or outdated inventory can all cause disapprovals.
Images too small or watermarked - Google is picky about image quality, avoid logos over products or tiny image sizes.
Unverified or unclaimed website - Until Google knows the website belongs to you, you can’t link it to your Merchant Center account.
How it’seeze Helps You With Google Merchant Center
At it’seeze, we understand that running a business is more than enough without having to wrestle with feeds, policies, and product schema. That’s why, as part of our SEO Manager service, we offer:
✅ Full Merchant Center Setup
If you have an unclaimed or unoptimised account, we’ll get it set up for you correctly.
✅ Feed integration and support
We’ll ensure your product data is clean, structured, and automatically updated.
✅ Monthly reporting with our SEO Manager service
We track your progress and report back on visibility, clicks, and product performance.
✅ Ongoing compliance and optimisation checks
We monitor your feed for disapprovals, account warnings, and Google policy updates so you stay visible and compliant.
In Summary
Google Merchant Center is one of the most powerful (and often overlooked) tools for e-commerce businesses. It’s not just about ads, it’s about getting your products seen in the places people are actively shopping.
When set up correctly, it can be a game-changer. And if you don’t have the time or technical know-how, we’ve got your back.
Want to get started?
If you’re an it’seeze customer and have an online shop, speak to your local expert or contact us today about our SEO Manager package and Google Merchant Center setup service.
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