GS1 SmartSearch, structured data, search engines, GS1 Switzerland
GS1 SmartSearch is a type of barcode used for presenting product details and location information on the Internet. The GS1 standard was the first official schema.org extension and it facilitates data exchange.
GS1 SmartSearch structures product and location information so that search engines can read it. This improves quality and increases confidence in the data. High quality data also produce significantly better organic search results. As search engines favour this, pages modulated with GS1 SmartSearch get a higher ranking. This increases consumer satisfaction and willingness to buy. These days, consumers start with Internet research for 70% of their intended purchases, which means good search results are very important. They increase consumers' satisfaction and the likelihood of them clicking on "Buy".
Another effect is to improve web page performance with paid search engine services.
How is GS1 SmartSearch set up?
GS1 SmartSearch is the first official schema.org extension and it makes it possible to capture unique data for use by search engines. The data are input via a "JSON file generator". The JSON file generated is embedded directly in the relevant product or location page or given to a retailer to embed in its web shop.
Uniquely identified products for unique search results
To make the search results with GS1 SmartSearch really unique, it is very important that a product or location has an identification key that is unique worldwide. The GTIN (Global Trade Item Number) and the GLN (Global Location Number) are perfect for this, which is why large online retailers, such as Amazon, eBay and Alibaba, absolutely insist on items being identified with a GTIN.
One page per product
An Internet search should lead, with a click on the relevant search result, directly to the product wanted. So it is advisable to set up a separate page for each product in a web shop, and not display whole ranges on a single page. It also makes assignment much easier when there are changes to the range or product. In addition, dedicated pages make it possible to provide event based data or pull data. So you can be sure your partners always have the most up-to-date information to hand.