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BizReport : Search Marketing : July 15, 2011


Product gives manufacturers control of search information

Two of the biggest search engines, Google and Bing, have partnered with Edgenet for a new SEO offering. Through the partnerships, manufacturers are able to directly upload product information to the engines for online distribution. Before the information is uploaded, it is given a quality score; products which don't meet the quality threshold - a scored of 75 minimum - are not published in the search engines.

by Kristina Knight

Called Ezeedata Search, from Edgenet, the product makes it simple for manufacturers to put product information and images on search engines Google and Bing, even if they don't have a virtual storefront. Through the platform, the product information and images shared through search engines are hand-picked by the manufacturer; product data can be updated at any time and additional products added so that manufacturers can now have an on-going search presence with full control.

In May 2011, American consumers conducted more than 17 billion explicit core search queries, a 5% increase month to month. Many of these queries were for product information as consumers researched potential purchases.

Some brands are using the interface to improve organic search listings, of growing importance because of the way consumers are shopping online now. With the advent of social media, online shoppers aren't just searching for products; they are looking for specific attributes, reviews and recommendations and even likes on social networks. The ability to control the attributes attached to a product name or image is one way to ensure that the consumer gets the right information as they do product research.

The platform may also help etailers, who can now be more certain that the available information is up to date and current - because manufacturers are placing the information online directly rather than it being second- or third-hand.






Tags: Edgenet, Ezeedata, search engine optimization, search marketing, SEM, SEO








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  • Having some kind of control over the kind of information that shows up for branded and product searches is so important for businesses. Knowing that the information you want people to find in the information the search engines are going to give them is a huge relief.

  • Joel Carstedt

    You hit it on the head Nick. Product Data Content is going to be KING. DFO or Data Feed Optimization is the next generation of SEO. I wonder how many people think their product data is actually good? LOL





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