Ecommerce SEO consultant Aleyda Solis discusses what's up in ecommerce SEO since Google launched AI Overviews, in this episode of the Earned Media Podcast.

As e-commerce SEOs work generative AI tools like ChatGPT, Bing, and Perplexity into their workflows, e-commerce SEO experts and online retailers are grappling with Google’s attempts to leverage generative for search results.

Solis shares practical strategies to maximize opportunities and navigate the e-commerce SEO challenges posed by these transformations.

Ecommerce SEO: Google’s Integration of Transactional Functionalities

(1:15) Solis highlights Google’s increasing integration of transactional functionalities within search results. For highly commercial keywords, like “black sneakers for men,” Google displays direct shopping options and detailed product information right there in the SERP. This shift reduces click-through rates (CTR) and the available space for traditional organic search results, positioning Google more as a competitor in the ecommerce space, than a simple search engine.

(2:45) Google’s Shopping Graph, which includes over 40 billion products, is a driving force behind this change. Solis explains that the integration with Merchant Center feeds is crucial for retailers. Platforms like Shopify, Wix, and WooCommerce facilitate the creation and management of these feeds, enhancing ecommerce sites’ presence in Google’s shopping features.

The Importance of Structured Data in Ecommerce SEO

(5:20) Structured data is vital to product visibility in search results. Solis advises retailers to leverage search schema in e-commerce SEO to highlight key product variants like price, availability, and reviews. Tools like WooCommerce and various plugins make it easier to create and optimize these feeds. Properly implemented structured data ensures that products appear prominently in search results, but to drive traffic and conversions, you need to be price competitive because Google displays competing online retailers selling the same product in SERPs now.

Preparing for Google’s Search Generative Experience (SGE) in Ecommerce SEO

(7:50) Solis speculates on the potential impact of Google AI Overviews (formerly known as SGE, although Google says they're different products), which could streamline the search process by providing users with direct access to product details. This feature integrates Google’s Gemini large language model (LLM) to generate search results in a more graphically elegant, scannable way, with links to sources. This underscores the need for retailers to focus on enhancing their schema product feeds and structured data to maintain visibility.

Optimizing Product Detail Pages (PDPs) for Ecommerce SEO

(10:05) Optimizing Product Detail Pages (PDPs) is not just about on-page SEO but also user engagement and conversion, as the Google leak may confirm. Solis emphasizes the importance of high-quality images, detailed product descriptions, and incorporating user reviews and expert insights. Many retailers overlook the potential of PDPs to drive traffic and conversions, missing significant opportunities in the process.

Ecommerce SEO and the Role of Merchant Center Feeds

(12:30) Solis delves deeper into the importance of Merchant Center feeds and Google’s Shopping Graph. She explains that the Shopping Graph, which now includes over 40 billion products, is crucial for ecommerce SEO. The integration with Merchant Center feeds ensures that products are accurately represented in Google’s shopping features, enhancing their visibility and appeal to potential customers. Platforms like Shopify, Wix, and WooCommerce have made it easier for ecommerce sites to generate and manage these feeds, providing a seamless way to integrate with Google’s shopping functionalities.

Leveraging User-Generated Content and Expert Insights for Ecommerce SEO

(15:00) In addition to optimizing PDPs, Solis highlights the value of user-generated conten...