Prepare your online store for Google Merchant Center

Products disapproved, account suspended, or preparing to launch? I review your store and catalogue data, identify inconsistencies and fix them: from photographs and descriptions to shipping terms, checkout and the product feed.

Discuss my storeWhat the work covers

Disapprovals and suspensions

Start with the reason

A Google notice points the investigation in a direction, but does not always identify a specific fault on the site. I review the notices, changes and previous review requests, then compare them with what a customer actually sees.

  1. Individual products disapproved

    I check the affected products: image, identifiers, variant, price and availability. A fault in one listing and a restriction on the entire account call for different scopes of work.

  2. Misrepresentation

    I check whether customers can tell who sells the goods, how to reach the seller, and how delivery and refunds work. I look for contradictions between the website, business information and account settings. Replacing one paragraph does not address every possible cause of this suspension.

  3. A review did not resolve it

    I establish what has already changed and what was overlooked. Before another request, I verify the full agreed set of fixes. If Google has imposed a waiting period, preparation continues and the request follows when that period ends.

Where inconsistencies arise

A good design can still be disapproved

A store’s appearance does not tell you whether its data is consistent. These are examples of situations I investigate during an audit, not a diagnosis based on a single notice.

  1. One price on the page, another at checkout

    The feed contains the cheapest variant’s price, but its link opens a more expensive one. Or the page shows a discount that only applies after entering a voucher code. I check the offer sent to Google, the variant opened by its link and what the customer will pay. The fix starts at the source of that data.

  2. Delivery promises do not match operations

    A banner promises free shipping, a separate page lists exceptions, and checkout calculates a different rate. An item is shown as available even though it still needs ordering from a supplier. I compare the promises with actual fulfilment: dispatch location, handover to the carrier and costs disclosed to the customer in advance.

  3. Store policies contradict each other

    Copied terms still name another company, the returns page gives no way to contact the seller, or contact details differ between the footer and the Contact page. I check these together so customers can identify the seller and understand the terms without searching the whole site for an explanation.

Store preparation

From listing to purchase

One person can handle the audit, content and technical changes. The scope includes the changes your store actually needs, agreed before work starts.

  1. Product pages

    I edit titles, descriptions and specifications, clarify included items, condition, sizes, colours and variants, and remove unsupported claims and inconsistencies that could lead a customer to expect a different product.

  2. Seller information

    I organise the About and Contact pages, business details and contact methods, and check that the business name and factual information are consistent across the site. The owner supplies company information and supporting documents.

  3. Payment, shipping and returns

    I prepare clear terms covering payment methods, delivery areas and costs, order processing, returns and refunds. I align them with actual store operations, checkout and Merchant Center settings. Where needed, I also revise the terms of sale and privacy policy using information supplied by the owner.

  4. Price, availability and checkout

    I check the journey from the product link to checkout, including on mobile, and identify unexpected charges, wrong currencies, unavailable variants and cart errors. Price and availability must remain consistent across the feed, product page and checkout.

  5. Product feed

    I configure or repair catalogue delivery: links, images, prices, stock, categories and variant grouping. I check brand, GTIN and MPN where applicable. Identifiers come from manufacturer data; codes are never invented.

  6. Technical checks

    I check HTTPS, Google’s access to pages and images, redirects, the mobile site and Product/Offer structured data. I fix template and data exchange errors. For multilingual stores, I check the language of the feed, product page and checkout.

Working through the catalogue

Every listing is a specific offer

A bulk upload carries both good data and accumulated errors into Merchant Center. Before editing individual pages, I examine the catalogue structure: standalone products, variants and the source of their attributes.

  1. A title that identifies the product

    I write clear titles with the distinctions that matter: product type, brand, model, size or another relevant attribute. Important information should not disappear behind internal stock codes and promotional phrases. Descriptions answer questions about use and included items instead of repeating search keywords.

  2. Variants stay distinct

    For colour, size, capacity and included items, I check distinct identifiers and correct grouping. The link, photo, price and stock must refer to the intended variant. If the site always opens a default variant, I investigate how to carry the selection in the URL and preserve it when adding to the cart.

  3. Condition and contents are clear

    New, used and refurbished items are different offers. I check that imports have preserved those distinctions. For sets and packs, I clarify quantities and contents; for compatible accessories, the actual manufacturer. Customers should understand which of the items shown in a photograph they will receive.

  4. New uploads follow the same rules

    If the cause lies in the export template or field mapping, manually editing a few items will only help briefly. I fix the data generation rule and check another import. For large catalogues, we agree priority groups and representative examples, then apply the verified solution to the remaining catalogue within scope.

Catalogue photographs

Show the actual product

I work with existing originals or photograph the products again. Image preparation includes photography, retouching, cropping, colour correction and export for the website and product feed.

  1. The right variant in frame

    I match the model, colour and included items to the product page, and select a main angle and supporting photographs that make the purchase clear. If the original cannot show the product accurately, I propose a new shoot.

  2. Retouching that stays accurate

    I correct lighting, white balance, background, dust and framing while preserving the product’s actual properties. I prepare the main image without promotional banners, prices or overlaid watermarks. A logo on the product itself stays.

  3. Files that load correctly

    I check quality, format, dimensions, image URLs and crawl access, and keep catalogue framing consistent without cutting off details. For images created with generative AI, I preserve the required origin metadata.

Purchase terms

Pages that answer customer questions

Having a Shipping or Returns link does not mean the terms are clear. I check the content, accessibility and consistency of these pages with store operations. The copy reflects your actual terms, without invented addresses or promises.

  1. How payment works

    I describe the available payment methods and when payment is taken or due, including prepayment, cash on delivery and invoices where used. I check that the advertised methods actually work at checkout and that compulsory charges do not appear unexpectedly at the final step.

  2. When and where delivery is available

    I distinguish order handling from transit time and clarify regions, delivery methods and cost calculation. Product-specific restrictions are described separately where needed. I then compare the copy with target countries and shipping settings so customers are not offered conflicting terms at different stages.

  3. How returns and refunds work

    I clarify whom to contact, the applicable conditions and timeframes, who pays return shipping and how refunds are issued. I check that exceptions are understandable and the instructions are usable. They must reflect the seller’s actual obligations; disputed legal provisions are agreed with your legal adviser.

  4. Who is responsible for the sale

    I compare seller details across contact information, terms of sale, checkout and the account. I remove other companies’ names left in templates and broken links. I check that the pages open on mobile and from the footer, and that translations preserve the same contact methods and terms.

After catalogue updates

Why errors come back

A one-off correction can disappear after a price list upload or module update. I therefore check not just today’s store, but the mechanism that produces its data during normal operation.

  1. Updates run at different times

    Inventory has changed in the stock system, the site serves an old cached price, and the feed will update later. I examine synchronisation schedules, cache clearing and error handling, then check examples covering restocking, sold-out items and expired promotions.

  2. Several sources change the same field

    Data may come from a store module, a supplier file and manual account edits. I establish which source controls each problematic field and what overwrites the fix. I organise data delivery so a change can be reproduced and verified instead of rediscovered after every update.

  3. Google receives a different page

    Geolocation changes the currency, a redirect selects another language, or site protection blocks image crawling. I check product links without login or a compulsory region selection. The configuration should preserve a clear path to the submitted offer without creating a separate store version just for review.

The process

Fixes before the review

  1. Establish the starting point

    I review the store, product range, target countries and Google notices. If the account is restricted, I examine the violation type and review history separately, and flag products subject to category or country restrictions.

  2. Agree scope and cost

    I list the problems with examples and priorities, separating template-wide faults from work on individual products. Before work begins, it is clear what I will fix, what information the owner needs to supply and what their team will handle.

  3. Implement and verify changes

    I update the agreed copy, photographs, pages and settings, then check data delivery after catalogue updates, variant selection and checkout. The report records the actual changes and any issues that still need a decision.

  4. Prepare for another review

    I help prepare the explanation and evidence for a review request or appeal where available, and check that Merchant Center has received the updates. After Google responds, I review any remaining issues within the agreed follow-up scope.

Google decides whether products are eligible and an account can be reinstated. I am responsible for the agreed work and its verification; reinstatement and review times cannot be guaranteed.

Preparing the review request

Base the request on verified changes

The explanation is the final part of preparation. First, the issues need investigating and evidence needs gathering. A generic letter does not replace fixes, and repeating a request does not explain what has changed.

  1. Record completed work

    I record the fixes with page URLs and explanations of what was wrong and how it was resolved, distinguishing account and product data updates. This helps both the review request and the owner understand which settings and copy should not be casually reverted.

  2. Identify what the owner must verify

    If Google requests identity, business or brand relationship verification, I explain which information is relevant to the issue. The owner supplies genuine documents. Claims about authorised reseller status, product origin and business location must be supported, not added simply to make the page look convincing.

  3. Review the outcome after Google responds

    Resolving one issue does not mean all others have disappeared. I check the account and affected product statuses, separating new errors from resolved ones. If further work or documents are needed, I explain why and agree the next step. The scope of follow-up support is agreed in advance.

Deliverables and cost

What you receive

  1. An updated store

    Implemented changes from the agreed list, prepared copy and photographs, and fixes to product data delivery. For tasks handled by your team, you receive specific requirements and a check of the result.

  2. Clear catalogue guidelines

    Guidelines for new products, images, descriptions and price updates. A record of completed work and remaining constraints helps keep the same errors from returning with the next upload.

  3. An estimate for your scope

    Cost depends on the site’s condition, the number of distinct product pages and variants, source photo quality, languages and integration complexity. The audit, implementation, photography and follow-up are estimated separately once the scope is clear. Delivery dates are agreed before work starts.

Related services

When you need more

  1. Product photography

    A dedicated catalogue shoot, product angles and image processing for your store and sales channels.

  2. Online store development

    Build or substantially rework a store when the current platform limits sales and integrations.

  3. Technical SEO audit

    A broader review of indexation, structure, speed and the site’s language versions.

Before getting in touch

Preparation questions

Yes. I start with Google’s notice, the review history and a site audit, then establish which issues can be fixed and what information I need from you. If the cause involves restrictions on the product or business itself, website changes alone may not be enough.

Yes. I check the catalogue, purchase terms, technical readiness and data delivery before products are submitted. This allows identified inconsistencies to be fixed in advance. A preliminary audit does not replace Google’s review.

Yes. Photography, editing existing images, copy, store policy pages or the feed can be a separate task. If I also find a problem affecting the entire account, I will flag it separately and propose the work it needs.

Preparation normally starts on the existing site. Possible changes depend on the CMS and access to templates, modules and product data. If the platform limits what can be fixed, I will explain this after inspecting it; migration is not a required part of the service.

No. Google evaluates the website, products, account and other business information and makes its own decision. Specific changes can be agreed and verified, but approval within a fixed number of days cannot be promised.

Preparation covers the store, catalogue and agreed Merchant Center settings. Launching and managing Google Ads campaigns is discussed separately. Product eligibility alone does not guarantee impressions, sales or a return on advertising spend.

Your store URL, target countries, approximate product count and Google’s notice, if there is one. To assess photography, a few originals. CMS and Merchant Center access, documents and store policies are requested once the task is defined.

Yes, if you have permission to use them, they show the right product and meet image requirements. I assess the originals first: some need editing, while others lack resolution, a useful angle or the correct variant. A new shoot is needed where existing material cannot do the job.

Not always. A shared template, export or configuration fault can often be fixed for a group at once. Unique descriptions, incorrect attributes and unsuitable photos need individual attention. The audit separates these tasks so they can be estimated without assuming the whole catalogue is identical.

Yes. You can commission an audit with priorities, examples and requirements, then have your own specialists implement the fixes. Verification of their changes is agreed separately. If you prefer to hand over everything, I can combine the audit, content and technical work into one scope.

A new account does not resolve store inconsistencies and may be treated as an attempt to circumvent restrictions. Work starts with the existing business, accurate data and the reason for refusal. A genuine need to change account structure is a separate task handled under Google’s rules, not a way to hide a previous suspension.

Official Google requirements

  1. Misrepresentation policy

  2. Product data specification

  3. Image requirements

  4. Reviews and appeals

Discuss the work

Start with your store

In your message, include your website URL, what you sell and where the problem arose. If Google has already sent a refusal, add the exact notice. I will use this to establish what needs reviewing and how to estimate the work.

    Sending this form means you are happy for me to hold your details and reply to you. Nothing more — see the privacy policy.