Google’s comparison-shopping search service is going to be moving from Froogle to the Google main SERPs. The main search engine will soon query Google Base to generate the most relevant products to the user’s search. “Google Base was introduced last November as a service for individuals and organizations to post content to the Google search index, including products for sale.” Writes Google in their product description. As a point of emphasis that Google Base will be used as a data feed and not a search service on its own, Google has removed the search box entirely form the Google Base interface.

Google is doing this because; Froogle is just not cutting it as an additional search service. Most users search the main Google search engine only, thus it does make sense for the Mountain View search giant to shift the focus of comparison shopping. The actual process a user will go through is: When a search for products occurs, Google will present the user with a second search box to hone their search.

The enhanced product search would certainly make sense from a revenue standpoint. Even though Google may not be charging for products to show up in this way, more users will search on key terms that will display the intended result. This will likely drive more purchase related search, which will generate more ad word clicks and a higher merchant conversion rate, at least in theory.