Writing Shopify product titles and descriptions for Google Merchant Center

Why does feed copy need its own approach?

On your product page, a shopper has already clicked. In Google Shopping and free product listings, your title and image compete side by side with other stores, often truncated to a few words, and Google uses your feed text to decide which searches your product matches. Feed copy therefore puts facts before style. This guide focuses on titles, descriptions and attributes; our guide to Google Shopping feeds with variants covers per-variant images and item groups.

How do products get from Shopify to Merchant Center?

1. Install Shopify’s Google & YouTube sales channel and connect a Google Merchant Center account.
2. Products sync with their title, description, images, price, availability, barcode and variant options.
3. Google reviews each item and lists issues in Merchant Center’s products and diagnostics views.
4. Approved items can appear in free listings and, if you run them, Shopping ads.

Feed apps can transform data on the way, for example building a feed title from several attributes without changing your on-page title.

How should I write Google Shopping titles?

Google allows up to 150 characters for the title attribute, but shoppers often see only the first part. Put the most important attributes first. A widely used pattern by category:

Each variant becomes its own item, so variant titles can include color and size even though your on-page product title should not. Our product title formula covers the on-page version.

What is not allowed in feed titles?

• Promotional text such as “free shipping”, “sale” or “best price”.
• Excessive capitalization or symbols.
• Information about other products or competitors.
• Keyword lists that do not describe the item.

Check Google’s product data specification for the current editorial rules; they are enforced through disapprovals.

How should I write feed descriptions?

Google allows up to 5,000 characters. Unlike your page, there is no layout, so clarity matters most.

1. Start with what the product is and its most important attribute, in one sentence.
2. Add the details that match searches: material, dimensions, compatibility, use case.
3. Describe only this product: no store policies, links, or comparisons with other items.
4. Keep it accurate and consistent with the landing page.

A well-structured Shopify description usually works as a feed description once headings and links are stripped. Our description templates produce copy that fits both.

Which attributes matter beyond title and description?

Why are Shopify products disapproved, and how do I fix them?

1. Price or availability mismatch: the page shows a different price or stock than the feed. Check currency, sale prices and app-driven price changes.
2. Missing GTIN: add barcodes; mark custom products without GTINs appropriately.
3. Image issues: watermarks, promotional overlays, placeholders or images that do not match the variant.
4. Missing apparel attributes: add color, size, gender and age group.
5. Policy issues: restricted products or claims. Merchant Center names the policy concerned.

Fix the source in Shopify rather than patching the feed when possible, so the page and the feed stay consistent.

Does feed quality affect AI shopping results?

Google’s Shopping Graph draws on Merchant Center data, and Google’s AI shopping experiences build on it, so accurate, attribute-rich feed data is part of being eligible. Other assistants read your pages directly, which is why the page and feed should agree. See how AI shopping assistants pick products.

How do I audit feed-ready content quickly?

Start with Merchant Center’s diagnostics for disapprovals, then check a few product pages in the free product page grader for title, variant image and structured data issues that feed into the same problems.

How do I improve feed titles without touching my product pages?

1. Decide on a title pattern per category, using the table above.
2. Use a feed app or Merchant Center feed rules to build feed titles from attributes such as vendor, product type, color and size.
3. Preview a sample of items in Merchant Center before applying the rule to everything.
4. Compare impressions and clicks for the changed items over several weeks.

This keeps your on-page titles short and readable while giving Google the attribute-rich titles that match specific searches.

What are the key facts to remember?

• Google allows up to 150 characters for product titles.
• Google allows up to 5,000 characters for product descriptions.
• The Google & YouTube channel syncs Shopify products to Merchant Center.
• GTINs go in the Shopify barcode field.
• Promotional text in titles is not allowed in Shopping feeds.

Frequently asked questions