Garrett Sussman: The content. Today, I’m so excited. Oh my goodness. One of my favorite people in the industry, the most giving peep person in the industry, Aleyda Solis, is going to be dropping some knowledge. 

You see, Aleyda is an international SEO consultant and founder at Oranti and the maker of the SEOFOMO newsletter, learning seo[.]io, crawling Mondays. What doesn’t she do? She once optimized her travel schedule so efficiently that she attended conferences on three different continents in a single week, and I don’t even know what I’m having for lunch today. She looks for creative alternatives to achieve the goal she sets not only in SEO.

In 2020, when Aleyda was close to reaching 5,000 subscribers for SEOFOMO, she hosted the SEOFOMO 5K challenge giveaway offering SEO tools and resources valued at over $21,000 to accelerate the process. And now she’s all set to conquer the new AI search era. Not only is she the number one Aleyda on Google SERPs, but ask ChatChiPT or Gemini who’s Aleyda, and guess what? It’s still her.

Presenting the state of e-commerce SEO, how to win in today’s product SERPs, please welcome Aleyda Solis.

Aleyda Solis: Hello. Hello, everybody. I am so thankful to see you all here so early. I know that yesterday night was tough.

SEOFOMO had a meetup. Demandsphere had a meet up, tons of fun, tons of drinks, so I really appreciate it. I know it’s hard, but I assure you that if you work in e-commerce or looking to work in e-commerce and making the most out of it, it will be insightful, eye opening, a little bit disheartening, unfortunately. I need to be honest.

But hopefully, you will get a few insights, actionable insights, resources, ideas of how to still win in the next years.

Welcome to the state of e-commerce SEO in 2025, or the mashup of Amazon, Reddit, and YouTube being Google SERPs, pretty much. Yeah. So, literally, Google SERPs have become the ultimate PLP, the product listing page. We have the navigation right there, the sidebar, the PDPs, literally there with the product packs, the popular product.

We actually have also a product knowledge panel that is clickable and will take us directly just to buy the product without going through the any part of the journey in the retailer’s website. Right? It highlights the established brands. It gives also more visibility to expert content.

Right? There’s so many Reddit results, forums results, first hand knowledge, expert knowledge, even if it is a little bit of an affiliate one, it’s still here. It’s still showcase. Video, of course, from YouTube, where else? Right? From reviews, around the web. And then, I don’t know if you have noticed, the deals destination page pretty much providing a shopping experience, personalized experience of the latest deals.

In fact, in the last Black Friday, it was pretty much the first time ever that I saw Google linking from below the search box directly to their Black Friday deals page, a shopping destination completely focused on Black Friday deals. And you didn’t even have to search for anything. Right? They also have launched in the last couple of years so many different types of integrations to facilitate, of course, merchants to integrate their PDPs, the product detail pages information, into their product knowledge graph.

So Google Search Console, I’m pretty sure that you have seen all the integration that they even have released a couple of weeks ago with the merchant opportunities. They are highlighting any potential issues directly there. So you don’t even need to switch platforms or reports anymore to identify challenges there. They don’t want to facilitate our life to do that. Right? If at least we had that with AI over this. But no. It is about product integrations that they really want to have because they want to become, at the end of the day, the ultimate competitor of Amazon.

It is what it is. Right? And I wonder every time that I see these types of SERPs, what can we expect to be the click through rate of the first PLP? The first organic PLP highlighted here in red, and there is also a homepage of a specialized vendor of a brand.

What is the click through rate of these players here if they are showcased below, so below of an above default product pack like that? Right? That when you click, you get directly the product knowledge panel. But then I also wonder, what can be the click through rate of one of these many players? Because, I mean, even if you’re at the top, at the very top, you are competing against four other merchants in the same row. Thank you very much.

So what what can we expect here from a click through rate sample? Right? And let’s not even start with the potential additional visibility of AI overviews, which, if there is a sector in which, thankfully, so far, we haven’t seen yet a very big impact is in e-commerce, is in products. Right? Actually, the one keyword, more commercially oriented keyword for which I have identified that AI overviews are trigger in the e-commerce section of the web will be for the gifts query.

That gifts, kids gifts, like wedding gifts. This is what display the AIOs. And again, the AIOs show listicles that pretty much try to simulate a little bit of a product pack when you click on them at the end of the day. So, yes, and let’s not even start to talk also about the potential change or shift of behavior of using LLM as discovery platforms to for purchase, for shopping. Right? This this hadn’t happened yet just because the experience was so bad, realistically.

We know that ChatGPT is used a lot, not only for informational queries right now, but task related, let’s say, search experience and task experience, actionable experience that was not yet satisfied by search engines or traditional search results. However, I don’t know if you have missed this, but, ChatGPT, literally three days ago, they announced a new enhanced experience for shopping. So this is definitely an area that they also want to tackle, a share of the audience, that they also want to give. And I’m sure that we’ll see more of this in the coming months and years.

Right? At least at least, and this data from similar web that I was checking just a few days ago. And I was also commenting about this over LinkedIn because, it seems that everywhere that we’re pretty much dead at this point. Everybody and their mother are using LLMs for everything.

LLMs and AI now has a seat in the table of the C suite of bigger companies and everything. Shockingly, like, the platform that brings one percent of the traffic right now has the attention that the one that has the 99% of the traffic still has never gotten. Right? SEO.

Right? I did SEO in traditional search because we will continue doing SEO for LMS in any case. But my point here is, take a look at the data. This is from Amazon.

This is the traffic that Amazon brings from traditional search engine results or YAG versus the ones from LLM. It’s like it’s a joke. Right? So I think that at least for the upcoming months, this is something that, let’s base our fears on data, we shouldn’t necessarily be scared about.

The shift is not yet there. We should have enough time to prepare if we see that this accelerates a little bit further. So I think that we can focus our our fears on the traditional search results in the different product verticals at the very least.

But is this fine in any case? Are we fine? Yes? No? Let’s have some coffee? No, right? So, I can help. I can help, I think, with this.

I actually had the opportunity, the amazing opportunity to have, inputs from many different tools, insights not only at a serviceability level, but click through rate level, from similar web, systrics, and advanced web ranking. In fact, I think that you have a little bit of a sheet there from advanced web ranking showing showcasing because they are great at integrating and showcasing the evolution over time, not only the pixel visibility, but also the features inclusions. And then similar web, the clicks evolution, not clicks evolution, at every single detail level of the SERPs is mind blowing.

And thankfully, they have given me their insights, their data to go through and navigate and see how the SERPs have actually shifted in the last year from a visibility standpoint, from a click through standpoint, where which websites have increased while others have decreased, and what should be the steps that we should take in order to continue to grow despite all of this. Right? So let’s see from that regard. And on the other, it’s not only about knowing or validating what is going on in the SERPs, but also gathering and assessing and gauging what we are doing versus what others are already testing, what others are seeing already, and the steps and actions that they are already taking, because we can I think this is one of those communities that we all help each other, even if we are somewhat also competitors in certain verticals?

Right? And so I I actually ask. I’m not going to only share my own experience and opinions, but I asked more than two hundred SEOs to the SEOFOMO e-commerce SEO survey, that I ran for a couple of months, and they answered more than twenty, like, twenty two, twenty third, twenty three, questions regarding e-commerce, the e-commerce SEO evolution and what they were doing. So let’s see those insights to to assess opportunities and validate if what you are already doing is something that the further, bigger community are also, making the most out of and identify potential opportunities.

So let’s answer some key e-commerce SEO questions.

How have organic search results and search features inclusions changed in product SERPs in the last year?

So tradtional organic search results saw a frequency year over year decrease across most product SERPs. That is the reality. Organic search results, inclusions, visibility, insertions in the top ten results decrease, with a few exceptions. So we can see how for mobile and desktop we have jeans, sneakers, headphones, dress, and perfume a little bit of an increase. All the rest of the fifteen that I assessed, they are down.

Yeah, sorry.

Surprisingly, though, or not, forum results, meaning Reddit, for example, results have actually increased quite a bit in the last year comparing, the last year evolution of February 2024 versus February 2025 within this organic search result. So it’s not only that there are fewer organic search results in SERPs, but those organic search results are not necessarily featuring as many actual merchants or vendors or e-commerce websites in there anymore. But they are featuring many more Reddit like and first ad experience platforms. Yes. Something similar happened on desktop. So I segmented the data and validated to see if it was consistent over devices. And it is, indeed.

Images, reviews, and single image thumbnails are the most important features on mobile. So, yes, we have heard so much about, yes, people also ask in videos and AI overviews, whatever. Like, yes. But the ones that are still taking a lot of visibility and a lot of inclusions, like, pretty much 83% of the product SERPs that I analyzed had images in them. The importance of image optimization, hello, Reviews and single thumbnail images the same with desktop too. In desktop, we can see also the inclusion of the filter side, sidebar.

62% of the SERPs include this sidebar. The sidebar that already helps users to browse the SERPs. So, yes, maybe this has a correlation with no clicks. Thank you very much, too.

But, finally, we can see here AI Overviews. And I know that we have seen so much about this across many other verticals. But the reality that this is trivial in e-commerce. Right?

If we compare AI Overviews versus all these other features that are pretty much taking the attention, taking the clicks of of the user. Right? So reviews on popular products are the most frequent product oriented features on mobile. Also in desktop, while pro popular products along with filter by sidebar that is only shown in desktop is also in there as one of the most popular ones with the reviews ones. Right?

This is followed well behind by Explore brand. I don’t know if you have seen the new carousel there. It is showcased far less, 19%. A little bit more, 19.8, 19.79 on mobile and desktop. So it’s increasing. It’s there. Not yet as prominent, but something to watch out for sure.

And popular products, as I mentioned, is not the only top popular product feature across the verticals, but the one with the highest year over year growth. It’s impressive in some verticals, 600% growth. So it’s not only you who have, you know, so many product packs lately, isn’t it? Yes, 600% year over year growth across many verticals, even in the perfume ones, 1000%, more than 1000% year over year growth.

A lot, A lot. Images. So a mixed year over year shift. Decreasing in half verticals and increasing to others. Still, a lot of the search include images. And videos are still popular, but, surprisingly, there is a year over year decrease. And let’s like I say, videos, this is YouTube carousels.

Yeah. Yeah. This is YouTube carousels. Related questions people also ask saw also an important increase year over year and the inclusion of foreign results like Reddit also had a huge increase within this. People also asked. And this happens in both mobile and desktop. It’s not only mobile, not only desktop, across the fifteen product verticals. And again, AI overview is trivial inclusion, as you can see.

But, there is a very important increase year in the last few months. This is not year over year because I didn’t have the full range of data, but in the last few months, we can see that this is increasing increasing a lot. And I’m pretty sure that Google will somewhat try to react very soon to this latest announcement from, ChatGPT here somehow integrating AI for their type of visibility in the SERP experience, for for sure. So, yes, this is pretty much a summary of what we have seen in SERPs, how it has evolved in the last few months, in the last year, an important decrease in traditional organic search results, an important increase of foreign sites.

It’s not merchants the ones that are growing necessarily. Right? Images, reviews, and single images, thumbnails, and videos are the most popular features. Popular products are the ones that have increased the most, above the full rider.

And AI Overviews inclusions are still trivial. Right? And no worries because I know that there’s a lot of data, and I see quite a few of you taking photos. I will be sharing the deck so you have all of the insights.

And I will be actually following more with many more insights because I have all this additional data that I couldn’t blend and add and feature in a single deck like this. So I expect to be sharing more and more. And this is not just a trick for you to start following me in LinkedIn or X or Blue Sky or to subscribe to the SEOFOMO newsletter, which is the greatest SEO news newsletter sent for free every week. But if you want to do it so, to keep updated, you can do it for sure.

Anyway, it’s great to see the visibility evolution over time. That’s great. But is this really impacting clicks? How is this impacting clicks? I also have the data, thanks, to similar web. How are these organic search results and features inclusions actually impacting the click behavior?

So zero click searches have slightly increased across most of these fifteen US product verticals year over year. So it’s true that it’s not a 10% growth of zero clicks, but, yeah, there there is there’s growth. So, for example, in laptops top ten, k query serves, zero clicks increased from 67.1% to 69.6%. Right?

For jeans, top ten ks serves. It was from 67.9% to 69.2%. So 2%, a little bit, almost. The biggest zero clicks growth happens with headphones, with a 4.63% increase.

However, there are also some verticals for which zero clicks actually slightly decreased. Not a lot, but it it it decreased in backpacks from 68 to 66.7%. And the biggest decrease actually happens in dress reserves, with a -53.51 decrease.

Of course, increases, decreases of zero clicks, etcetera. Yes. But which are the top pages that have lost clicks? And which are those that actually increase in clicks because this increase in zero clicks didn’t happen evenly for every single included feature page on the SERPs. Right? People are clicking less, but which are the pages that are they are clicking less?

Which are the pages that they have actually clicking more despite the zero click increase? Right? So I have again the data, from January 2024 to February 2025, the evolution, across mobile and desktop verticals. On mobile, the most common site with an increase, actually, they were able to increase in organic clicks despite the slight growth in zero clicks, are, surprise, surprise, social and UGC, Reddit, Instagram, TikTok. I mean, if Google is showcasing them more, even if people also ask, yeah, there’s a consequence. People are clicking more of them. Or is it because people are clicking more of them that Google is showcasing them more?

Chicken and egg type of situation, right?

The most common sites, though, with a decrease in clicks are publications, TechRadar, Guardian, and retailers, generic ones, Macy’s, Target, across pretty much all of the verticals. A similar click ship happens in desktop too. So you can compare the data that I will be sharing in the deck and additional, sources in Google Sheets too. And note something different.

This is this is not the same for every type of website, even if it is within the same nature or vertical. Right? So it’s not that all the publications decrease in clicks and all retailers decrease in clicks. No. The ones that decrease in clicks have a very clear pattern. These are generic ones. These are general. They are not specialized.

These are not vertically focused. So it is those like Amazon, Nordstrom, The New York Times, Walmart, Axios, The Guardian that have lost visibility, not only visibility, but also clicks from the SERPs. Right? For example, from the 10Ks backpack queries, YouTube is the first website getting clicks. Reddit North Face up and Amazon and NY Times down.

If we zoom in, in YouTube clicks, they’re like, Oh, YouTube is the first one. This is pretty cool. But yes, this is pretty cool that it is not an organic search result from Amazon, a sigle video, or the homepage, or a category getting the clicks. But these are videos in a video carousel getting the clicks.

And we will see how the URLs getting clicks from Amazon, they are very long tail. A lot of different videos because of course, it’s a carousel. It’s not a single URL that gets a click. So this very, very long tail.

For top sneakers queries, YouTube is first, again, Axios Guardian down, Adidas and Redi up. So again, Adidas, the brand, the specialized brand, ready, the UZ, up, whilst the generic retailers and publications are down. But if we click if we view view the clicks per URLs again, not per site, YouTube is not the first one, as I mentioned, because they have a very long tail of clicks in within all of the different URLs of the videos in the in the prod in the in the carousel for the videos.

In this case, the retailers, the specialized retailers and the brands get the most clicks because these are the ones that rank consistently with their PLPs or categories or even PDPs, but consistently within the traditional organic search results rather than through the search features. Right? For top laptop queries, again, YouTube first, Amazon and Walmart down, while YouTube and Reddit up. So it’s not that YouTube is first now, but take a look at how Amazon was the first player last year. Amazon, Best Buy, and then YouTube, and then YouTube took the first, and Reddit is second. Best Buy is third. So, yeah, sorry, Amazon. I never thought that I was going to feel, like, bad for them, but anyway.

Yeah. Sorry, generic retailers in any case.

In the case of the top retailers and brand sites also, these players, they are all showcasing features of different types. Images, feature answers, popular products, related questions, a wealth of them shows the importance of optimizing for sale features to maximize visibility, to maximize click through rate. It’s clearly working. And what I mentioned before, there’s a very long tail of clicks going through a lot of PDPs just because of the popular product packs. Right? It’s not a single PDP getting all the clicks, but a very long tail of them across different retailers.

This honestly aligns very well with a pattern that I have seen across many retailers that I work with and I have access with and their competitors because, of course, I will check their competitors too, in tools that we have access to.

And I see this. PDP’s traffic up, PLP facets category pages traffic down in the last couple of years. I don’t know how many how many of you have seen this. I mean, if at least the PDPs are optimized, of course. But, yes, this is definitely a trend going on. And this is an example of a very strong example from a site that is doing very well. EBay. Hello.

Using ASR of data, but yes. So let’s summarize. Zero click searches have mostly slightly increased, across, top product queries year over year is the reality. Social and UDC, the big winners here.

Generic retailers down. Generic websites in general are down. Publications the same. Brands up, though, and specialized retailers are also up.

A high share of the click are going to a higher number of URLs, a very long tail because of the product packs of the popular products ones. And then, realistically, a lot of these clicks are going to pages that are showcasing and making the move out of these SERP features that we see that have started to pretty much blend at the top of the SERPs. And there’s no way for us to miss them anymore. So it’s definitely getting harder to achieve e-commerce goals because all of the shifts, all of these changes, there’s so much inconsistency lately.

What worked a year ago is not working necessarily so much anymore. That is the reality. Right? And these are the results of the SEO from e-commerce SEO survey. Yes. It is getting harder. I asked about it. And the main reason of why I was told that this is getting harder is this.

First one, sir, evolution and Google changes. 

The second one, increased competition. Yes, of course, there’s more competition from different players because of all of these shifts. But yes, SERP evolution is, unsurprisingly, the first thing that was mentioned in the poll. Despite this, SEO remains a highly impactful channel versus others to achieve e-commerce goals.

I also asked about it. And 65% of SEOs have achieved high or extremely high impact. So I feel very proud of us that we are achieving results despite of all of this. And Malte, who’s the VP of SEO of Hidelo, he actually left some, quotes or thoughts on the e-commerce SEO survey, the SEO formal one.

And he was like, Look, if this was true for any other marketing channel, executives would throw truckloads of money at it. But it is SEO, and of course, this doesn’t happen as much. Still.

Anyway, food for thought. But what should we do about this? Because this is our reality, right? Like, it’s still working. There are challenges. We are tackling them. What can we do to continue winning? Right? And and, what should we do in order to continue growing despite all of these challenges?

And I want to share three key ideas and steps with actionable steps and resources to win, to continue winning. And hopefully, these will be principles that will be able to be easily applied, hopefully, to also if everything goes to hell tomorrow and we’ll somehow start shifting and using LLMs for shopping too, because these are principles that will only showcase the best and incentivize integration and inclusion and interaction and the purchase of our final customer.

The first one is it’s time to double down on your PDP’s optimization efforts to maximize not only the serviceability, but also to be so they can become ready for the next wave of AI integration that will happen very likely at the bottom of the funnel.

This is it. Right? Conversion journey will be changed drastically, nd the user will go directly to the PDP, because the review, the assistance, the advice experience will be very likely gotten directly in the in the result, in the answer of whether the SERP or the LLM or the assistant that we use. Right?

We should all do this without neglecting the PLPs, for sure. That is important also to note. Secondly, grow your brand authority with specialized informational and commercial multi-format content to become more popular and competitive. And I will showcase very clear examples of the players that already do this. The retailers are winning, are the ones that are winning.

The affiliates that have somehow managed to navigate this are still winning despite all of the helpful content update, drama, and change. Like, they are still winning.

Track pixel visibility, features, and click behavior to fill an ongoing testing approach to quickly identify and assess this certain this type of certain feature changes and keep winning too. Because I don’t expect that this will change, and this is true for today. In a year, it will be likely different again. So how we can keep ahead?

How we can keep experimenting? Right? We need to keep track of this and not necessarily forget about traditional positions, but we can we cannot only focus on traditional positions anymore. That doesn’t mean anything.

The context is needed. Pixel visibility is critical. So features inclusion is critical. And having access to tools that provides the clicks behavior, not only for us, we have it with our own Google Search Console and Analytics.

But from all the players to see the shifts is also important. So let’s go through the main steps very quickly.

Start with the PDP’s indexability. This is the elephant in the room, the ugly dog. We don’t talk about it because it’s not sophisticated or sexy enough, but it’s an issue. Right? It’s a long, long, long tail. So many PDPs, a lot of them are not even indexed by Google because their content needs to be, of course, unique, descriptive, engaging, and well linked as possible. And we know that this is hard at scale. Very, very, very hard.

Your goal is to make your PDP information and experience more fulfilling to compete with the best performing ones. Have resource issues to implement because this is SEO at the end of the day, and we all know that it’s not a knowledge problem. It’s a resource flexibility and implementation problem. So yes, most e-commerce SEOs have them too.

This is the answer when I asked about what was the challenge on implementing all of these improvements. Right? And but this is it. Right?

James from Digital Love, he mentioned how communication and alignment is pretty much the source of all of these challenges. Right? Lack of buy in is, the source of all of these too. The lack of integration within the product workflow and marketing workflow is also something that is hurting us for sure.

Thankfully, AI has not only brought all of this disruption in the way that the people search, but also a wealth of features that we can use to avoid those bottlenecks, very likely, hopefully, and accelerate the process. So you can also use AI platforms like AirOps to accelerate the process of integrations, of of reaching your PDP’s content, from title tags, descriptions, automation. And this is not fluffy, bad bad AI content brought from all the players. No.

This from your own insights, integration with your own database, and generation of FAQs addressing the actual problems or issues of your own customers that you have on your own website. Right? So these are platforms that integrate, within your own systems or Wordly, for example, that can generate a full product knowledge graph with descriptions and FAQs going through your own products, automating the structured data generation, and even merchant center integration. Besides content, you can also use this tool to automate internal links to to facilitate the customer journey, to improve cross linking, and facilitate crawling, passing internally popularity, making your other PDPs as strong enough and competitive enough to rank.

Do you think this is too risky, Aleyda? What are you telling me? Are you telling me to automate off this AI? No. I cannot. Quality? Bad? No. I mean, the reality is that your competitors are already pretty much doing this.

Like, 67% are already, in different ways, leveraging AI features for e-commerce, from content creation, optimization, keyword research, to repetitive SEO tasks and automation. And you know what? Given the challenges that we have historically with implementation and bottlenecks and lack of support, I love it. Might not be necessarily 100% accurate yet.

But all I see in the last especially the last year of this new wave of tools that are not generic LLMs, not generic AI, but LLMs, AIs, AI workflow automation is, like, very focused on SEO needs, e-commerce needs that will allow us to tackle at least four of those challenges that we have had historically and show results, show impact to hopefully get by faster. Right? So at least it should serve as a workaround. So it’s time to make the most out of the new ways of AI features to accelerate execution.

And Roxanna from Alamy, who has been working with marketplaces for a long, long time, is like she has been one of the advocates of doing, for example, programmatic in a good way and leveraging AI to implement things at scale in a good way. And I think it’s definitely an opportunity. It’s our our fingerprints. And if you don’t do it again, your competitors will, and they are already very likely. 

Right? So and not only that, it’s also a must to integrate with the gold merchant center for PDPs, talking about reaching PDPs and letting people really identify your PDPs and maximize it for every single variant. Right? We should also integrate with the Google Merchant Center.

And many will say, oh, my God, Aleyda, we’re giving all the data to Google, but, yes, this is the story of our life. We help Google to make them better. We facilitate their lives, and this is it. And it won’t be any different as long it should be okay as long as we get well, we profit from it too. Even though most do it, still 18% of e-commerce sites haven’t done it yet somehow.

Merchant Center Product Feed Optimization is also gaining relevance as one of the top tasks for e-commerce SEO, and Google has now made it easier more than ever to monitor product feeds issues within the Merchant Center, highlighting them in the Google Search Console too. If your store platform somehow doesn’t facilitate this integration, there are two party tools like the word product knowledge graph builder for it that will not only generate automatically the, product structure data, the whole knowledge graph, but will also provide you the feed to integrate also with the Merchant Center.

Ensuring parity of the Merchant Center feed with structured data is also key across all of the supported properties. So for example, we have seen how in the last year, Google started to support much more and provide many more properties, specifications, and and support for different variations of products. Let’s use this. Why?

Because of this. If you had asked me three years ago, two years ago, Aleyda, how can you maximize your chances to rank and get clicks and get traffic and revenue from color queries of products or variations of models of products. I will say PLPs facets, second level facets.

Be careful and pay attention when to index them. Let’s not apply rules for all of the sides of no index everything after second level facet or category. No. It’s about supply and demand. Right? You have enough products to showcase enough search demand, rank them.

Get the visibility, get the traffic. Not necessarily so much anymore, unfortunately, because of all of these product packs above the fold. Who’s getting the visibility? Who’s getting the traffic? The PDPs. So you better optimize those PDPs for those black sneakers now.

Because these are the ones that are going to get visibility if you have them well optimized, if you have them well differentiated, if you’re specifying the relevant structure data for those color variants. Right? And we know that many of these different type of queries are not these are not trivial. These might be very long tail queries, but a lot of variations, a lot of models, a lot of colors are very, very popular.

Right? So check this excellent guide by Brody Clark, going through product rich social types and what triggers them in every case to prioritize this type of action. I know that this is tricky sometimes. I know that there’s a lot of troubleshooting. It’s easier said than done, but it pays off given the visibility that all of these product packs are getting. Right? Also, something important to avoid is structured data implementation with client side render JavaScript. I know that Google has said that it’s okay.

They have gotten better, but there are still challenges of indexing them at scale. This is what happens when your product review stops overlaying client side render JavaScript. Yeah. Start getting seen. Not only reviews, but also descriptions or images. Sometimes, unfortunately, over rely on client side render JavaScript, challenging Google indexation at scale. So you don’t want to rank well. You don’t want to be the first buyer there.

And of course, I have hidden the brand because I don’t want to shame anybody. I know that it’s not your fault. SEO is the decision maker fault. It’s the developer fault. It’s not yours. I know. No. Any case, you don’t want to be there first just to be pretty much eliminated from the clicks because of the lack of visibility. Because nobody sees you really. You don’t have a thumbnail. You don’t have the rich result. You don’t have the sort of features that all of the other players below actually feature, and you’re not somehow.

So always validate JavaScript reliance of key PDPs, triggering features, especially with Cybob. I love that Cybob is very, very detailed and granular on this validation. Every single area, technical or content and configuration, they show you very, like, easily the gap from the raw versus the render HTML. If you cannot SSR, if you cannot server side render, you should go for hydration or for rendering, whether or not, or also using third party platforms.

There are now third party platforms that allow us to do this at scale if you don’t have the capacity to do it in house, right? Monitor beyond invalid items, too. I know that we love to prioritize. And if there are no bigger warnings or actual errors in the Google Search Console merchant listings, it’s okay. No. No. No. Take a look at the improve on appearance report. They’re nice to have. This make a difference on the rich results. Right? So don’t let them be forgotten just because you don’t see a big red warning.

This is what’s holding you off. For thumbnails and image pack, it’s not only about your product images indexability, but also the size, relevant descriptions to the overall optimizations of your images. You have seen how, well, the growth of images, how how impactful they are, how visible they are for product service. It’s time to prioritize them.

This will only get more important with Google Lens too. And I kno that I use iPhone and this is much more common and well integrated with, the Google Pixel and fonts and stuff. But, yes, it’s coming and only getting importance. Right?

Despite the impact of images in product serves too, many SEOs haven’t taken action yet. This is the answer from the survey. Unfortunately, a lot are neglecting image optimization. And like Gianluca says here, people buy first with their eyes. Right? More than ever.

The purchase journey is very visual, highly visual. So we better make the most out of this opportunity. Create PPPs and PPPs benchmarks to assess the gap of all of these features and configurations and content elements and areas, not only the actual visible ones, but how they are implemented per page type with your top competitors in the SERPs. This will not only allow allow you to easily identify the opportunities of things that you are not doing and they are ready, but also getting getting buy in.

Like, there’s nothing that will push more decision makers that’s showing how your competitors are already doing it, and leveraging it, and over ranking you because of this. And you are not somehow. Right? So there’s a little bit of an incentive there. Use the e-commerce PDP here checklist that I created. Again, you have the URL. I will be sharing the doc. No worries. 

So you have this, and you have all of the different elements that you cannot miss for their optimization. You also have a product page validator GPT that I created to support you through the process, to make it even easier, to accelerate the, the execution. And it’s also critical to monitor, of course, what’s going on in the serves. I mean, we have seen how the inclusions are changing so far.

Sadly, 31% are not yet tracking SERP features. This is not a nice to have anymore. It is becoming fundamental. So more measurement is needed. Although AI inclusion in ecommerce is trivial, 27% of SEOs are not sure of their impact somehow. How come you don’t know? It should be obvious. Right?

So monitor the changing pages pixel visibility, answer features of your targeted queries, validate features shown in rank serves, but not linking to your PDPs for opportunities, identify those products or features triggered by competitors that you’re you don’t have yet somehow, so you can prioritize accordingly, and assess the impact in clicks in your own context.

I have shown how to do this in particular with AI Overviews in these videos to see the before and after, what happens when you’re included, when you are not, using Google search console data with the integration of SEO testing, which is a tool that integrates and facilitates the analysis. Leverage this for every search features. Set alerts to be warned whenever important visibility, inclusions, or features change over time. I do this with a ranking too, And I get alerts directly sent to my Slack or email.

Remember to also look at the SERPs. Right? How can you stand out in the SERPs directly? More commercial for the query SERPs are also less transactionalnow. And more informational, showcasing OGC expert knowledge. Right? You cannot expect people to trust you at the bottom of the funnel. You haven’t helped them at the beginning of their journey, and your competitors actually have.

So Google has shared they want to show real brands with real expertise and experience across all verticals. Sometimes they’re getting better. Sometimes not so much, but they are trying. Right? So affiliates that actually do it are still winning. Not all affiliates have gone to hell in the last year. No. The ones that are showing actual expertise are actually winning.

So in a search full of features, creating a brand that users recognize is also click for trust and maximize your click through rate when there are many other players in the same row too. If you have already the expertise, why leave all of this traffic to affiliates? It doesn’t make sense. It doesn’t make sense. Right? So this content will establish topical authority, rank recognition, and attract backlinks. See what Nordstrom is doing with fashion inspiration with their blog and tips, and what Chewy does with pets advice.

They get respect in their audience. They help them to use their products. They upsell their products. Not how such a high share of these queries are actually also commercial and transactional.

It’s not only informational queries that you can easily dismiss and won’t convert. You can assess for which of your targeted topics this happened and where the traffic is actually go going with tools like SimilarWeb. Which of the pages are attracting most of the clicks for the top terms, and what’s their nature to? You can use topic clustering tools like your insights to assess the traffic opportunity, to project, to forecast, and it’s key that this also features the next step of the purchase journey.

So every time that you have this informational content, you can refer to your PDPs, to the relevant POPs, so the users can continue their journey within their site. And you should integrate this well with your POCs. This shouldn’t be an SEO content feature at the bottom that shouldn’t be no. This should be helpful. This should help conversion. This is the salesperson clarifying doubts of your customers. And you can also leverage this content to enrich your PDPs with expert and UGC webs, insights too at the end of the day. This will allow your PDPs to run better while also supporting product conversion too.

Just to start wrapping up, retailers need to invest in well integrated, helpful content through the full customer journey. Carla Lombardo from Dick’s Sporting Goods, shopping, in sports, they know this very well. This is not wasted money. This is money that engages with users that improve and maximize conversion and trust in your product.

Need more inspiration to start? Check out Citrix analysis of retail visibility. They have a wealth of examples across different verticals showcasing how they are winning and with what content. And finally, this is an advice. Right?

This is what works for them in their vertical with their own competitors. It might be a little bit different for you. So my recommendation is for every single release that you do of this type, rather than doing it at scale for every single P O P, every single PDP, develop a test.

Now it’s even easier than ever with tools like SEO testing that integrates with the Google search console. You can do SEO A/B tests, split test like this. I do this also to gain further buy in and resources because many in many cases, I cannot implement everything in bulk or at scale because of resources constraint. So I do it with very few verticals first.

And then I get buy-in, and I assess that I am getting the results that I want in my own context because it’s actually that something that moves the needle in the way I want in my own verticals and versus my competitors. Right? Constant testing has become a must due to SEO complexities and fast serve changes, and that is our reality. So to wrap up, it’s not only about prioritizing what matters the most and being prepared to identify shifts, but also taking actions towards them, implementing things that will help us to advance whatever the platform is used. Right? Enriching PDPs, expert led content, establishing our brand, tracking what actually changes in the SERPs, and test, test, test. It’s time to actually be fine to pass despise all of this. And if it is too difficult for you, still, yeah, I like that is right, but I have a lot of already a lot.

I don’t know where to start. Well, great news. Your competitors will do it instead and win you because they have actually already shared that story about that in the SEO promo, ecommerce SEO survey. That’s your reality.

Remember, this is the consistent alignment that we need. It’s not a one trick pony. It’s the alignment of all of these characteristics that will make us win, and at the end of the day, it’s about this. The ROI will make it all worth it.

It’s the revenue. It’s the profit. We are working at the end of the day with ecommerce. Thank you very much.