Every online business knows that -- when it comes to spreading awareness and expanding your reach -- search engine optimization is key. More specifically, Google plays a critical role in making your business discoverable to new customers, and perhaps nowhere is this truer than the eCommerce space. However, therein lies some clear complications.

Back in May 2016, Google Shopping launched a new rule that requires all sellers to include Global Trade Item Numbers (or GTINs) with all their product listings. These unique product identifiers may be intended to optimize the selling process and make products more available to customers online, supporting Google’s and retailers’ bottom lines. However, the short-term effect of the new regulation has resulted in the unfortunate proliferation of GTIN gaps for many sellers.