提供購物者更完善的產品資訊
透過集合功能整理內容
你可以依據偏好儲存及分類內容。
2021 年 2 月 26 日，星期五
Google 的使命是彙整全球資訊，而為購物者和零售商整理產品資訊是這項任務不可或缺的重要環節。去年，我們推出了多項全新服務，讓品牌和零售商能在 Google 上列出產品，透過 Google 搜尋的產品知識面板或 「購物」分頁呈現產品資訊。
為了盡可能讓使用者在 Google 搜尋中找到您的內容和產品，我們建議網站要以明確方式標示出所提到的產品。
我們將在以下幾個小節中說明相關規範，這些規範適用於製造商、零售商和發布商，能協助確保 Google 瞭解他們所販售或提到的產品。
Google 如何識別線上與離線的產品
為了準確識別可供購物者購買的產品，Google 仰賴正確且可靠的產品資料。
建議您提供清楚明確的產品識別資訊，協助 Google 將販售資訊對應至產品，並將產品對應至相關搜尋。使用專屬產品 ID (例如全球交易品項識別碼 (GTIN™))、製造商零件編號 (MPN) 和品牌名稱等資訊，有助於增進 Google 對產品的瞭解。使用產品 ID 時，建議您遵循下列最佳做法：
- 專屬性：每項產品都必須有一個專屬 ID，這個 ID 必須要能持續分享給生態系統中的其他人，不能出錯，並且要能同時在實體和數位商務系統中識別特定產品。
- 可供驗證：產品的識別資訊 (例如製造商) 和其他產品資料必須要能透過可信任的來源加以驗證，讓市集網站能夠透過全球註冊資料庫 (也就是核發和管理 ID 的組織) 確認產品資料準確且完整。
- 全球通用：電子商務讓全世界的連結更加緊密，採用全球生態系統通用的識別系統有助於每個國家/地區的相關人員順利識別產品。
Google 自 2015 年起採用 GTIN 做為標準產品 ID，協助零售商在線上觸及更多客戶。
只要產品會透過多個賣方和市集販售，就能在「GS1 全球交易品項識別碼 (GTIN) 系統」註冊國際認可的標準 ID，以此做為商品在實體商店及電子商務平台上的專屬 ID。註冊 GTIN 也讓使用者能夠識別產品的來源。
適用於品牌與製造商的相關提示
品牌和製造商可透過 Google Manufacturer Center 提交產品資料，藉此向 Google 提供專門用於識別自家產品的產品資訊。以下提供幾項實用提示，有助於 Google 瞭解您提供的資料：
- 確保產品擁有 GTIN：您的產品必須擁有專屬的全球交易品項識別碼 (GTIN)，才能使用 Manufacturer Center。如要瞭解如何為產品指派 GTIN，請造訪您所在地區的 GS1 網站。
- 不要重複使用產品 ID：請勿讓多個產品共用 GTIN。單一產品只應對應至單一 GTIN，重複使用 GTIN 會導致市集目錄資料過時或不一致，因而造成混淆。如果從未經授權的來源取得產品 ID (例如其他公司破產清算程序中販賣的 ID)，等於讓您的產品識別資訊建立在原先註冊的產品或公司之上，徒增風險。
- 客製化產品請遵循相應的產品 ID 最佳做法：在特定情況下 (例如您的產品為手工、客製化或一次性產品)，品牌可採用自有方式來解決產品識別的問題，也就是使用專屬的庫存計量單位編號 (SKU) 或製造商零件編號 (MPN) 來管理產品。這類做法的重點在於，製造商的管理原則必須以專屬性、可供驗證和全球通用等三項特性為基礎，確保能受益於採用產品 ID 制度的優勢。
適用於零售商和第三方賣方的相關提示
零售商必須確保網站提供的產品識別資訊正確無誤。除了 GTIN 的通用規範之外，Google 也建議您遵循下列規範：
- 提交優質的產品資料：請透過產品動態饋給提交結構化資料給 Google，或在網站中加入結構化資料標記。
- 優先提供 GTIN：只要販售的產品擁有 GTIN，零售商就必須提供 GTIN。您可以透過產品動態饋給或網頁上的結構化資料兩種管道提供 GTIN。如果產品沒有 GTIN，零售商和第三方賣方就需要仰賴品牌和製造商的零件編號來識別產品。
- 使用有效的專屬 GTIN：請勿將既有的 GTIN 用於新產品。零售商不得自行編造 GTIN；除非零售商同時為產品的製造商，否則也不應自行向 GS1 註冊 GTIN。
適用於線上發布商的相關提示
發布商在建立內容 (例如評論產品或分享特定產品的最新優惠) 時，務必正確指明評論所提及的產品。這樣使用者在 Google 搜尋產品時，才能看到這些評論。Google 建議遵循下列規範：
- 使用精確無誤的產品名稱：發布者在網頁上提及產品時應使用精確無誤的產品名稱，以便使用者和搜尋引擎準確瞭解參照的產品。
- 採用結構化資料：建議您在評論產品時加入 GTIN 在內的各項結構化資料，這有助於搜尋引擎更清楚地判斷該針對哪些查詢顯示您的網頁。
- 使用有效的專屬 GTIN：切勿為了在內容中提供 GTIN 而自行編造識別碼，也不要「借用」其他產品的 GTIN。
產品識別在商務交易中至關重要，能夠確保商家和消費者準確瞭解產品的來源和獨特性。這對網站和 Google 搜尋來說也是一樣，正確瞭解產品資訊有助於我們在適當的時機，將合適的產品呈現給適合的使用者。
如果您有任何疑問或意見，歡迎前往搜尋中心說明論壇提出，或是透過其他管道與我們聯絡。
發文者：Google 購物團隊產品資料產品經理 Randy Rockinson
除非另有註明，否則本頁面中的內容是採用創用 CC 姓名標示 4.0 授權，程式碼範例則為阿帕契 2.0 授權。詳情請參閱《Google Developers 網站政策》。Java 是 Oracle 和/或其關聯企業的註冊商標。
[null,null,[],[[["\u003cp\u003eGoogle uses product identifiers like GTINs, MPNs, and brand names to understand and organize product information, enabling users to find relevant products in search results.\u003c/p\u003e\n"],["\u003cp\u003eBrands and manufacturers should ensure their products have unique GTINs assigned and submitted through Google Manufacturer Center to enhance product visibility.\u003c/p\u003e\n"],["\u003cp\u003eRetailers and third-party sellers need to provide accurate product data, including GTINs when available, and use structured data markup for better search engine understanding.\u003c/p\u003e\n"],["\u003cp\u003eOnline publishers should clearly identify products in their content using exact names, structured data with GTINs, and avoid inventing or borrowing identifiers to improve product discoverability.\u003c/p\u003e\n"],["\u003cp\u003eAccurate product identification is crucial for both online and offline commerce, ensuring businesses and consumers have a clear understanding of product origin and identity, which ultimately helps Google Search connect users with the right products.\u003c/p\u003e\n"]]],["Google helps users find products online by ensuring accurate product identification. Manufacturers should use unique Global Trade Item Numbers (GTINs) and avoid reusing identifiers. Retailers should submit high-quality product data, including GTINs, through structured data or product feeds. Publishers should use exact product names and structured data, including GTINs, to identify reviewed products. Accurate product identification, using systems like GTIN, MPNs, and brand names, is essential for businesses and consumers, and helps Google display the right products to the right users.\n"],null,["# Providing better product information for shoppers\n\nFriday, February 26, 2021\n\n\nGoogle's mission is to organize the world's information, and organizing product information for shoppers and retailers is an essential part of this mission. In the last year, we've introduced several new experiences that enable brands and retailers to list their products on Google, whether that's on [Google Search through a product knowledge panel](https://www.blog.google/products/shopping/bringing-free-retail-listings-google-search/) or on the [Shopping tab](https://blog.google/products/shopping/its-now-free-to-sell-on-google).\n\n\nTo best help users find your content and products in Search, we recommend that websites clearly identify products mentioned.\n\n\nIn the following sections we provide guidelines for manufacturers, retailers, and publishers on how to ensure that Google understands the products they are selling or referencing.\n\nHow Google identifies products online and offline\n-------------------------------------------------\n\n\nGoogle relies on accurate and trusted product data to precisely identify products that are available for shoppers.\n\n\nWe recommend providing clear product identification, as this helps Google to match offers to products, and to match products to relevant search queries. You can improve Google's understanding of products by using unique product identifiers like Global Trade Item Number (GTIN™), Manufacturer Part Numbers (MPNs), and brand names. When using product identifiers, we recommend that the identifiers follow these best practices:\n\n- **Uniqueness:** Each product should have a unique identifier that can consistently and accurately be shared across the ecosystem and identify a product in both the physical and digital worlds of commerce.\n- **Verifiability:** Identity of a product (for example, who is the manufacturer) and other product data should be verifiable through a trusted source. This allows marketplaces to verify that product data is accurate and complete through global registries, the organizations that issued and manage the identifiers.\n- **Global Reach:** With ecommerce making the world more connected, relying on an identification system that can be used across the ecosystem globally will help keep product identification seamless for stakeholders in all countries.\n\n\nGoogle [adopted use of GTINs as the standard in 2015](https://commerce.googleblog.com/2015/09/reach-more-customers-online-add-gtins.html) so that retailers could reach more customers online.\n\n\nFor products that are sold through a variety of sellers and marketplaces, registering products with the GS1 Global Trade Item Number (GTIN) System provides internationally recognized standard identifiers for unique identification of products both in physical stores and on e-commerce platforms. Registration makes it possible for consumers to identify the source of the product.\n\nTips for brands and manufacturers\n---------------------------------\n\n\nBrands and manufacturers can submit product data through [Google Manufacturer Center](https://www.google.com/retail/solutions/manufacturer-center/), and as part of this process, share the product information to uniquely identify the products to Google. Below are some tips to ensure that Google understands the data that you are providing:\n\n- **Ensure your products have GTINs:** Your products must have unique Global Trade Item Numbers (GTINs) to use Manufacturer Center. To learn how to assign GTINs to your products, visit the [GS1 website in your local region](https://www.gs1.org/standards/get-barcodes).\n- **Don't reuse product identifiers:** GTINs should never be shared across multiple products; a single product should map clearly to a single GTIN. Reuse of GTINs can cause marketplace catalog data to become out of date and inconsistent, creating confusion. By obtaining product identifiers from unauthorized sources (for example, identifiers sold through bankruptcy proceedings), you run the risk of establishing identity on the foundation of a previously registered product or company.\n- **Follow best practices for product identifiers for custom products:** In certain situations (for example, artisan products, customizable products, or one-off products), a brand can adopt a proprietary approach to solve product identity by managing its products with unique Stock Keeping Unit numbers (SKUs) or Manufacturer Part Numbers (MPNs). The key here is for manufacturers to incorporate the principles around uniqueness, verifiability and global reach to ensure the benefits of having product identifiers materialize.\n\nTips for retailers and 3rd-party sellers\n----------------------------------------\n\n\nRetailers should ensure accurate product identification on their websites. In addition to [general guidelines around GTIN](https://support.google.com/merchants/answer/160161), Google recommends:\n\n- **Submit high quality product data:** Submit structured data to Google [in a product feed](https://support.google.com/merchants/answer/9455788) or add [structured data markup](/search/docs/appearance/structured-data/product) to your website.\n- **Provide a GTIN, when GTINs exist:** Retailers must provide GTINs when they're selling products that have GTINs. The GTIN can be included in both the product feed as well as the page's structured data. If a product does not have a GTIN, retailers and 3rd-party sellers should rely on brand and manufacturer parts numbers to identify the product.\n- **Use valid and unique GTINs:** Don't reuse existing GTINs for a new product. Retailers should not invent GTINs and should not register their own GTINs with GS1, unless they are also the manufacturer of the product.\n\nTips for online publishers\n--------------------------\n\n\nWhen publishers create content, like reviewing products or sharing the latest deals for a given product, it's important that the products in those reviews be accurately identified. This allows users to find those reviews when searching for products on Google. Google recommends:\n\n- **Use exact product names:** Publishers should mention the exact name of the products that are mentioned on the page. This makes it easier for users, and search engines, to understand exactly which product is referenced.\n- **Use structured data:** We recommend adding [structured data](/search/docs/appearance/structured-data/product), including the GTIN, when reviewing products. This makes it easier for search engines to better understand when to show your pages in search.\n- **Use valid and unique GTINs:** GTINs should never be invented or \"borrowed\" from other products just to provide a GTIN identifier on the content.\n\n\nProduct identity is critical in commerce because it ensures that businesses and consumers accurately understand the origin and unique identity of a product. This also applies to the web and Google Search, where an accurate understanding of a product helps to show the right product to the right user at the right time.\n\n\nFor questions or comments, you can drop by our [Search Central help forums](https://support.google.com/webmasters/go/community), or contact us through [our other channels](/search/help).\nPosted by Randy Rockinson, Product Manager for Product Data, Google Shopping"]]
