Google Shopping evolves: integration with Google Search
In Italy, e-commerce continues to grow at a rapid pace. According to 2024 data, 44.9 percent of online users in Italy say they use the Internet to search for products and brands, 47.1 percent shop online on a weekly basis, and the percentage rises to 62 percent if we consider the purchase of both goods and services during the entire year. This trend highlights the importance for companies to be present at key moments in the consumer purchase journey and at crucial stages of the funnel. In response, Google has strengthened the integration of Google Shopping into organic search results, giving users more immediate access to product information. Let’s delve deeper into this topic.
Google Shopping in search results: what’s changing in the SERP.
Google has redefined the way the SERP presents search results, and one of the most notable changes concerns theincreasingly tight integration between Google Shopping and Google Search. This change not only alters the layout of results, but also forces a new strategic vision for eCommerce businesses that want to improve their organic visibility and increase qualified traffic.
The most significant feature in this regard is the introduction of enriched and interactive product cards directly in the SERP, making the search experience more dynamic and accessible. Users no longer have to navigate to the “Shopping” section to explore available offers: now product cards appear alongside organic results, videos and images. This approach streamlines the path to purchase, simplifying access to information and making the SERP a complete showcase for products.
Product sites and product image carousels
Starting in 2021, Google will begin integrating product sites into search results, introducing features such as the Top Products Carousel (TPC).
This innovation made it possible to show the most relevant products directly in the SERP in response to users’ search intent, enriching the search experience with detailed product information without the need to visit additional websites.
The goal was to facilitate users’ decision making, providing them with immediate access to details such as images, reviews, and prices directly on the search results page. This evolution made the SERP a dynamic storefront where users could compare products and make more informed purchasing decisions without having to navigate through multiple sites.
For merchants, this has meant the importance of optimizing their product data and ensuring an accurate and up-to-date presence in the Google Merchant Center, as well as implementing structured data on their web pages to maximize the visibility and effectiveness of their offerings in organic search.
Google Top Products Carousel: what is it and what the TPC tab contains
The Top Products Carousel (TPC), is a carousel that shows the top 3 products in response to the user’s query. This element appears both when searching for a specific product and when doing a general search on the type of product.
Each carousel card includes:
- Product name.
- Image associated with the product.
- Average number of reviews, calculated on the main sources considered.
- Approximate number of reviews available.
- Product features and terms related to the query.
- Horizontal scrolling list with additional information and data.
Why is it relevant? The TPC highlights content deemed authoritative by Google, taking the user directly to the pivotal point of the article or product sheet. It is a further evolution of the SERP toward a richer, more personalized user experience (customer experience) that “rewards” quality content that is useful and optimized to meet the search intent.
Google Shopping: the latest news
Google recently introduced 9 features to make shopping through search more intuitive and faster. News that we look forward to in Italy as well, as most of them are currently available only in the US and apply mainly to clothing companies.
- Visual feed for queries with “shop”: Searches that include the word “shop” show a visual feed with products, items and local availability. By setting up product feeds correctly in the Google Merchant Center you may get more visibility.
- “Shop the Look” section: Google suggests product combinations to create complete outfits. Providing complete data allows you to participate in this section, increasing exposure and inspiring new offerings such as “shop the look” packages .
- Trending products: this is an overview of the most popular products in a category based on searches and reviews. An additional opportunity, then, to be discovered by interested users.
- Buyer’s Guide: this is a FAQ section with product information (sizes, materials, prices, etc.). An important feature as it allows users to make informed decisions directly from search results. Crucial, then, is to provide complete data to the Merchant Center.
- Insights on pages: users will see a summary of reviews, with advantages and disadvantages of a product.
- Advanced filters: search results integrate filters for materials, styles, fit and other features.
- Personalized results: Google stores filters used by users and applies them in future searches.
- Suggested styles in the Discover feed: a section of suggested products based on searches and user behavior appears directly in the Google app.
- 3D images: Google will automatically create 360-degree rotations for certain product categories (e.g., sneakers).
These features not only increase the visibility of products, but also help to increase Customer Lifetime Value (CLV), or the overall value a customer brings to the company throughout the entire business relationship. By implementing strategies that leverage these innovations, companies can build greater customer loyalty, incentivizing repeat purchases and building lasting, profitable relationships.
How does Google Shopping affect SEO?
It seems clear, in the face of all these changes and innovations, how the integration of Google Shopping within the organic results has changed and still continues to disrupt the rules of the game for SEO. It is no longer enough to optimize site content, but it is necessary to work on the quality of product data. Here are some areas to focus on:
Structured data
Google uses structured data to create engaging product sheets in the SERP. Make sure your pages are optimized with schema.org markup for elements such as price, availability and reviews.
Optimized product feeds
The product feed is the heart of Google Shopping. An accurate and comprehensive feed improves the chances that your products will appear in relevant results. Here are some key points: clear titles and detailed descriptions; high-quality images, regularly updated prices and availability.
Integration with Google Merchant Center
Registering your site with Google Merchant Center is a mandatory step. This tool allows you to manage product data and monitor the performance of your boards. Don’t overlook metrics: CTR, impressions and sales can guide you toward targeted improvements.
If you would like to learn more about all the 2024 updates related to Merchant Center’s product data, please see the dedicated page.
Product page optimization
Product pages are not just digital storefronts, but key elements for SEO and conversions. To best optimize these pages and aim for relevant and quality content, which is increasingly rewarded by Google, we advise you to:
- Focus on content: an accurate and detailed description, enriched with relevant keywords, improves organic rankings. SEOZoom’s AI tools for eCommerce such as “Create Product Sheet ‘ help you generate product sheets from basic information, while ’Product Page Headline” allows you to create compelling and persuasive headlines, perfect for attracting users’ attention.
- Boost reviews: users trust others’ opinions. Integrate reviews to increase trust and improve CTR.
- Pay attention to site speed: a slow page not only penalizes the user experience, but can also reduce the chances of appearing in top positions. Using our analytics tools, you can optimize page speed by monitoring loading times and fixing problems that could negatively impact the user experience (the SEO Spider, first of all). Within the Projects area you can find the Page Speed test, a tool based on Google data that analyzes the technical performance of your site. The test uses the main parameters monitored by Google Lighthouse and presents an analysis updated weekly, giving you a clear and detailed picture of your site’s behavior.
Google Shopping: how to stand out from competitors?
Every day, new advertisers are appearing on this platform, making the environment increasingly competitive. However, this does not mean that there are no opportunities: on the contrary, a well-planned strategy can turn competition into an advantage. Below are the main best practices to put into practice:
Remarketing on Google ADS
Use information from your Shopping feed to create customized remarketing campaigns. For example, you can re-show products viewed by a user to incentivize them to purchase.
Targeted content marketing
Supplement your eCommerce with blog articles that answer users’ frequently asked questions. For example, if you sell running shoes, create content about the best type of footwear for each type of running. This will increase your relevance in the eyes of Google. In this case, we recommend SEOZoom’s Quest Explorer feature , thanks to which you will be able to find out which keywords are considered relevant to meet the user’s search need. With this tool you can find out exactly what your users are looking for when they need to solve a real problem.
Local SEO
If you have a physical store, optimize your products for local searches. Google Shopping tabs now also highlight nearby stores, making optimization for local intent essential.
With SEOZoom you can monitor and analyze the keywords you are interested in: for explicitly localized queries, example “florist in Naples ” the tool gives you strategic data such as search volume, competition level and ranking probability, allowing you to plan targeted strategies based on factual information.
For proximity queries, such as “near me” queries, full analysis is not possible since local volumes are not available. However, you can use SEOZoom to monitor ranking changes with the rank tracking feature, so you can identify trends and opportunities useful for optimizing your strategy.
To summarize: with the integration of Google Shopping with Google Search, it is no longer enough to be present: you need to be strategic. Optimizing your product feed, improving page quality and leveraging the potential of Google Shopping is essential so that your online business can continue to stand out in an increasingly fierce and competitive environment.
