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Through a partnership between dbaPlatform and Locally, retailers can make their in-store product selection discoverable to shoppers across Google, through what Google refers to as "Surfaces Across Google."
Ready to learn more and get started?
All about Surfaces Across Google
Hundreds of millions of consumers initiate shopping-related searches on Google every day. The Surfaces Across Google program allows searchers to see in-store products on product listings across Google Search, Google Shopping, Google Maps, Google My Business, and Google Lens. Here are examples of how listings would appear on each Google surface:
1. Google Shopping
Retailers’ products can be displayed in unpaid listings on the Google Shopping tab by opting their products in to Surfaces Across Google. This allows shoppers to see more products from more stores. Product attributes such as price, availability, and ratings are eligible to show in unpaid, organically-ranked listings.
2. Google Search
When customers perform a Google search for a brand or a product, Google will show results that are relevant to the searcher’s location. GMB profiles with SWIS have their entire product inventory on their profile. This gives the added benefit of turning your entire product catalog into keywords. Now, for relevant brand and discovery searches your business will have a greater chance of showing up in the 3 pack on Google search. This is a huge opportunity to help boost the local presence of your business.
3. Google Maps
When a search is performed near a local store for a product that’s available in-store, the location listing will appear in Google Search as a Google Maps result. The listing will include store rating, address, hours, phone number, in-store availability, as well as approximate distance from the searcher. 4. Google My Business
Lastly, you can attach your products to your Google My Business store profile to enable shoppers to browse and search your in-stock inventory from directly within Google. They will also see the Locally review score for your store. This will help drive more keywords to your GMB profile as your inventory now will become searchable in Google.
How to add your inventory to Google with Locally
Who is dbaPlatform and what do they do?
To make this happen, we've partnered with dbaPlatform. dbaPlatform is a group of local search experts and Google specialists who, like Locally, are committed to helping retailers turn online traffic into in-store customers. They are your navigators during the setup and verification process with Google and provide ongoing support as it relates to Google.
How does Locally send a feed to Google?
Locally's role in this is sending your store’s inventory feed and the associated catalog content (product names, images, etc.) to Google. Your feed is transmitted daily. Any product you carry by our partner brands and marketplace catalogs will appear in Google. You can designate a safety stock threshold (for example: only show products with a quantity of 2 or greater on Google) or send all products.
What does this cost?
Adding your inventory to Google is FREE with participation in Buy It Locally.
I'd like to do this. What are my next steps?
- Schedule a kick-off meeting with dba at this link.
- Once dba finalizes your Google account info, Locally will start sending product/inventory feed to Google
If you are able to provide dba with everything they need (account access, etc.), your inventory can be live on Google in as little as 5-10 days!
What to know for on-boarding
What do I need to bring to my dbaPlatform on-boarding meeting?
Please make sure you have admin access to your Google My Business profiles, Google Adwords, and Google Merchant Center. If you don't have a Google Merchant Center, dba can help you set one up for a small fee.
How long will on-boarding take?
If you are able to provide dba with everything they need (account access, etc.), your inventory can be live on Google in as little as 5-10 days.