Answer
Oct 25, 2024 - 06:23 AM
In 2024 Google started having the "Popular Products" tables (aka on Google as "merchant listing experiences") have started taking over the #1 spots in organic searches, displaying ecommerce related results as a table of products without needing to click into "Shopping"....see example here:
These results are not driven by a merchant center feed, it's simply any product page with product structured data in it....and it's changing the landscape when it comes to ecommerce SEO.
Johannes Beus posted data that communicated how this "Popular Products" table is significantly impacting e-commerce sites' organic traffic. For a group of higher frequency e-commerce searches, it drastically reduces organic clicks on traditional search result positions. What they found was the following:
The observations noted a drop in click-through rate and how that impacted the traditional position's CTR:
You can see a snippet of his post here (translated from German to English):
Quite a bit has changed with ecommerce SEO, we encourage that you watch our latest overview video that keeps you up to date on ecommerce SEO and how it's evolved...and what you need to be doing to perform on that landscape.
These results are not driven by a merchant center feed, it's simply any product page with product structured data in it....and it's changing the landscape when it comes to ecommerce SEO.
Johannes Beus posted data that communicated how this "Popular Products" table is significantly impacting e-commerce sites' organic traffic. For a group of higher frequency e-commerce searches, it drastically reduces organic clicks on traditional search result positions. What they found was the following:
The observations noted a drop in click-through rate and how that impacted the traditional position's CTR:
- Position 1: Historically the #1 position sees a 21.2% CTR, but this drops to 9.5% when the Popular Products grid is present.
- Position 2: Historically that was 12%, but it drops from 12% to 4.4% when the Popular Products grid is present.
You can see a snippet of his post here (translated from German to English):
Quite a bit has changed with ecommerce SEO, we encourage that you watch our latest overview video that keeps you up to date on ecommerce SEO and how it's evolved...and what you need to be doing to perform on that landscape.
