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    Google Merchant Updated Their Editorial & Technical Requirements Policy

    E-CommerceMarketingMarketing NewsMerchant Centers

    Everything You Need To Know in 50 Words or Less

    Google has updated its editorial and technical requirements policy for the Merchant Center. Previously, the Merchant Center removed free listings that didn’t have a return and refund policy or had been posted with insufficient contact information.

    Tell Me More

    What used to happen with free listings that didn’t have a return and refund policy or had posted insufficient contact information was that automatically they were removed. These products will now remain listed, but they’ll have limited visibility to consumers.

    These listings are supposed to have this information, but Google will no longer be actively removing them. Instead, they’re taking a passive route by giving them limited visibility. 

    What’s Insufficient Contact Information

    Google’s definition of insufficient contact information is a site missing adequate contact information and/or that has unverified business information. The listed website may be missing things, like not having a link to social media, phone number, address, or email address. Merchants will need at least one way for customers to contact them.

    Examples of What’s Not Allowed

    Regarding its editorial and technical requirements, Google has several things that won’t fly. For example, while not having sufficient contact information won’t get your listing removed, these might. Here’s a list of a few of them.

    Websites Needing Improvement

    Google defines this as a site that isn’t fully functional, doesn’t have business-specific content, has information that is challenging to understand, or displays incomplete product content. For users, these are websites with broken templates or links that don’t go anywhere.


    If your website is too hard for the everyday user to navigate, that will not be allowed. This could be the case if logging in to the site is required or the content is unwarrantedly hard to understand. Websites with too many pop-ups, requiring a login to see basic information, or whose layout is needlessly frustrating fall under these guidelines.

    Spelling and Grammar

    Google requires that standard spelling and grammar conventions apply and that the website is easy for users to read.

    Unclear Relevance

    What you list and what’s on your website should be related. If your listing and website are two different things, Google could remove your listing.

    Style Requirements

    Your website doesn’t need to be the most beautiful of websites. But it does need to look like you filled out the information. 

    Google defines this as generic text on a website, such as sites that say “add customer reviews and testimonials here” or an empty box with placeholder text like “lorem ipsum.” You must also ensure that the website’s text and images are tailored to your business.

    Return and Refund Policy

    Google defines this as a website with missing return and refund information. If the website doesn’t provide adequate information on how to pursue a return or refund, that will count against them. Leaving that information blank will result in the listing having limited visibility.

    What Does It Mean?

    Google will no longer be removing these free listings. That doesn’t mean they’re going to be causing bloat and instead be deprioritized. Without that priority, the merchants will receive fewer customers.

    Sources: Google

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