Google Merchant Center: Missing description

The description (or structured_description) attribute is empty or absent. Description is one of the seven attributes Google requires on every product, so a blank value blocks or restricts the listing rather than just degrading it. Common causes: the source export leaves the field blank for some SKUs, the description lives in a non-standard field the feed never maps, or the product was created in the store without copy. Without a description Google cannot understand the product well enough to match queries.

Identify the products with empty descriptions in Merchant Center diagnostics, write or paste copy for each in your CMS, and re-export. Google accepts up to 5,000 characters but reads best at 150 to 500. Where copy is missing wholesale, this is per-product writing work.

This is the field-rule sweet spot. If the description sits in a non-standard source field, one rule maps it to g:description for every product. If the field is genuinely blank, a Handlebars template composes a baseline from existing data, {{title}} plus {{brand}} plus {{material}} plus {{color}}, rendered against every product at once. Honest caveat: an auto-composed description clears the disapproval and gives every product a floor, but it is thinner than hand-written copy and will not win on relevance the way bespoke product writing does.

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