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What Are Brand Profiles & Do I Need One?
If you’ve been in your Google Merchant Center Next account anytime recently, I’m sure you noticed the large section begging you to set up your brand profile. But what is a brand profile, how does it appear across the SERP and how can you optimize it?
What is a Brand Profile?
Brand Profiles are rich, immersive experience pages made specifically for ecommerce retailers. According to Google Merchant Center’s help section here, Brand profiles are made to showcase product pictures, brand imagery and business information. This information is sourced from your website, Google Merchant Center, third party licensed data and publicly available sources. Google indicates that most of the information is currently automatically updated, however, some items can be updated in Google Merchant Center.
How do I set up my Brand Profile?
For the items that can be updated manually, you will want to visit your Google Merchant Center, under the marketing section > brand. Here you will have access to view and edit images, videos and a description of your business. Please note that you can only update the items under this section if you are signed in as a super admin user. Google is currently accepting feedback on automatic items you see on your brand profile that you would like to change. To do this, go to the three dot menu and then click “send feedback.”
What do Brand Profiles Look Like?
Currently Brand Profiles appear within the SERP as a more robust form of business profile. Google initially teased this format in May of 2024 in this blogpost on The Keyword. In this article they gave an example of what beauty brand ELF’s Brand Profile looks like:
Are there best practices for Brand Profiles?
While Google doesn’t specifically indicate any best practices for Brand profiles, there are some things we can take away from this kind of visibility.
- Consistency is Key: Align our imagery and verbiage with what you also have across all your other marketing channels.
- Address pain points in your brand description: Tell your brand story and highlight key competitive advantages in this section. Why should users buy your product and why should they buy it from you and not your competitors?
- Ensure Promotions are accurate: because the brand profile also displays promotions. Regularly audit your Merchant Center promotions to ensure they align with your website sales.
- Opt in to any applicable Merchant Center trust signals. If you aren’t actively collecting Google Customer Reviews, now would be a good time to start so you can showcase them.
- Verify all links shown: Make sure your brand profile’s external links are accurate and correct.
In summary, Brand Profiles offer a powerful way to enhance your visibility on the SERP, providing a rich experience for potential customers. By focusing on consistency, addressing customer pain points, and maintaining accurate promotions, you can leverage this feature to strengthen your brand's online impact and drive sales. As Google continues to evolve its e-commerce offerings, staying proactive with your brand profile will be crucial for success.
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