Anyone who uses Google Merchant centre will or should be aware of the changes which Google have introduced to improve the end user experience.  In essence this means categorising products properly, ensuring that brand names are listed as well as supplier code and ideally barcodes.

For most this has been a painful process but having gone through this with a client I can see that there are huge benefits to be had from doing this.  There is a real opportunity to get ahead of your competition if you take the time to do it.  And if you don't have time then find someone who does because if you get this right it could be a source of high converting free traffic which we all try so hard to obtain through a multitude of other approaches.