Google Base is one of my favorite Google properties. Not because it’s heavily trafficked (it’s not) and sends a lot of qualified traffic by itself (it doesn’t), but because it’s results appear in several other Google search products and it’s FREE! Setting up a data feed or a bulk upload is easy thanks to the detailed instructions in the help center. Don’t think it’s just another online shopping or price comparison site. The database makes all types of submitted information searchable. Where else can you find job listings, used cars, recipes, hotels, photographs, podcasts and book descriptions all in one place? There are no limits on what can be uploaded, other than adult content of course. Can’t find an attribute to describe your item? Create a custom attribute and it is instantly searchable.
Items uploaded to Google Base can sometimes be found in Universal Search results in the form of Google Products and Google Maps results. To increase your chances of generating additional visibility and traffic through Google Base, focus on the basics. Use as many of the attributes as possible for your item type, and be descriptive. Is your recipe Spanish or Italian? Do your used cars have any aftermarket items or upgrades? Do you have multiple pictures of your rental property? Explore the attribute list and take advantage of all the extra opportunities to make your items stand out. The more information you include, the better chance it will have of being included in the Universal Search results.
The best ways to make the jump from Base to web search results is via Google Products. You’ll often see the “Products” link on a Universal Search results page for items that can be purchased online. If your products are sold offline or your listings have a “location” attribute (i.e. a physical address), your items won’t appear in Google Products. They focus on items available for purchase online.
By submitting your products to Google Base you have the opportunity to appear just one click away from the first page of organic search results. This could result in significant amounts of incremental traffic and sales. One client I’ve worked with averages about 500 visitors per day through Google Base, and it doesn’t cost a dime.
Google Base integrates with Google Maps through the Local Business Center. You can take control of your business listing in Google Maps by verifying that you are indeed the business owner. For more information, see my previous post on Google Maps. If your business has more than 10 locations, you can submit a bulk upload to Google Base and it will populate the Local Business Center so you don’t have to manually type in each location’s information.
This is a great way to manage your presence online and increase the visibility and usefulness of your listings. Through the Local Business Center or bulk upload you can add helpful information about your business such as pictures, operating hours, payment methods accepted, correct map placement, and many more attributes. I would encourage you to use all of them.
Google Base is not the most powerful tool in your arsenal, but it is an easy win and will continue to pay dividends well into the future. Don’t overlook it as a way to increase qualified traffic to your site.
Updated list of categories covered:
7/31 – Google Maps
8/1 – Google News
8/2 – Youtube Video
8/3 – Google Images
8/6 – Google Blog Search
8/8 – Google Base
8/9 – Google Books
8/10 – Google Groups
8/13 – Google Code Search
Any others I’m missing? Leave a comment. Thanks!