Throughout the process of Data Feed Optimization (or DFO), one begins to realize other factors, outside of the actual data feed, that can contribute to improved ROI on the shopping engines. One of the factors is your store name. This is the name that is displayed next to your product listing on a shopping engine. We have a number of recommendations we provide our merchants on the best way to optimize their store name for the shopping engines. Recently, Google began a campaign to clean up store names that don’t follow their guidelines. As an approved Google Product Search Partner, we wanted to highlight their recommendations, which we wholeheartedly agree with. As a general rule of thumb, these are great recommendations for any and all of the shopping engines out there. Their recommendations are posted below. Or if you rather, just visit their help page on this topic here.

“During the account registration process, you’ll be prompted to enter a display name for your store. This is the store name that appears next to your listings in Google Product Search. You can change your display name by clicking on the Settings tab, once signed in to your Google Base account.

When choosing your display name, please follow the guidelines outlined below:

-Enter the name of your store without any additional text. Please do not include suffixes like “Inc.,” “Co.,” or “GmbH.”

-Enter your website address only if you’re the only store on that website. If you do this, make sure it matches your actual website domain and don’t include “http://”. If you’re a marketplace seller that shares a website address with other sellers, simply use your unique store name instead.

-Ensure that you’ve correctly spelled your store’s name.

-Avoid unnecessary use of the following:

  –Promotional text (e.g. phone numbers, marketing messages, sale announcements)

  –Repeated and unnecessary use of punctuation, capitalization, or symbols (e.g., spelling your store name in ALL CAPS)

  –Copyright or trademark symbols

  –Offensive or inappropriate language

Additionally, please note that Product Search truncates display names that are longer than 20 characters.”