Google updated its product title policy in Google Merchant Center, specifically regarding brand usage. Previously, merchants selling multiple brands were advised to include the brand name in product titles to help users identify the manufacturer. The new policy restricts the use of the merchant's own brand name or company name in the short title attribute to only those who are the actual manufacturers. Resellers must use the original manufacturer's brand name and cannot insert their own company name as a brand unless they manufacture the product.
Practical Impact
For most merchants, this update causes minimal change. Resellers should continue including the manufacturer’s brand name to meet shopper expectations and align with search intent. Manufacturers usually have their brand displayed in the store name, making it unnecessary to repeat it at the beginning of the product title. Instead, placing the brand name at the end of the title is recommended to prioritize relevant keywords upfront, potentially improving search performance.
Possible Reasons for the Change
Google’s motivation for this update is unclear but may hint at future enhancements in brand presentation, such as annotations or dedicated brand indicators within listings. Despite the wording change, best practices still emphasize the importance of using keywords like brand names and product identifiers effectively.
Final Considerations
The update has minimal immediate impact. Non-manufacturers should continue including brand names in product titles, while manufacturers can experiment with brand placement to improve visibility. This change could signal forthcoming updates to how brand names appear in Shopping listings.
