Enhance Searchability Through Web Product Standard GTIN+
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Transcript of 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 Today:Too Much Data, Not Enough Rich & Relevant Content
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Search: Swiffer
© GS1 Hong Kong 2015
Without links, the engines
might never find this page
How Search Engines Work, Crawling & Indexing
© GS1 Hong Kong 2015
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.
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Search engine have challenges
1 PwC. “Understanding How US Online Shoppers are Reshaping the Retail Experience” 2012
© GS1 Hong Kong 2015
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)
© GS1 Hong Kong 2015
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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© GS1 Hong Kong 2015
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 …
© GS1 Hong Kong 2015
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
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Publishes Swiffer GTIN
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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
© GS1 Hong Kong 2015
Search Today:Too Much Data, Not Enough Rich & Relevant Content
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Search: Swiffer
© GS1 Hong Kong 2015
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
© GS1 Hong Kong 2015
GTIN+ on the WEB – JSON-LD markup
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HTML source<html>
<head> … </head><script type=“application/ld+json”>{…
}</script>…
</html>
© GS1 Hong Kong 2015
Thank YouGS1 Hong KongKen Lam, Head of Marketing and Industry Engagement E: [email protected]/ [email protected]: 2861 2819/ 2861 2819W: www.gs1hk.org