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.

(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.

(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.

(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.

(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.

(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.

(15:00) In addition to optimizing PDPs, Solis highlights the value of user-generated content and expert insights. She suggests that incorporating reviews, testimonials, and expert opinions can significantly enhance the credibility and appeal of ecommerce sites. User-generated content not only provides social proof but also helps improve SEO by adding fresh, relevant content to product pages.

(17:45) Solis also emphasizes the importance of visual and interactive content in ecommerce SEO. High-quality images, videos, and interactive features such as 360-degree views and augmented reality can greatly enhance the user experience, leading to higher engagement and conversion rates. Visual content helps customers make informed purchasing decisions, reducing the likelihood of returns and increasing customer satisfaction.

(20:20) Solis recommends a proactive approach to staying updated with Google’s frequent algorithm changes and new features. Tools like SEMrush and Screaming Frog are essential for continuously monitoring and optimizing website performance. Engaging with SEO communities and staying informed about industry trends is crucial for adapting to changes in the SEO landscape. Solis also mentions the importance of participating in industry conferences and webinars to stay ahead of the curve.

(22:35) Solis offers several practical tips for ecommerce SEO success:

Prepare for AI Overviews by enhancing your product feeds and structured data. Be aggressive and populate as many content classes as possible.

Focus on high-quality images, detailed descriptions, and user reviews to engage and convert users.

Use tools like SEMrush and Screaming Frog and engage with SEO communities to stay updated on industry trends.

(25:10) Solis discusses the delicate balance between optimizing for SEO and providing a great user experience. She emphasizes that while SEO is important, it should not come at the expense of user experience. Websites should be designed to meet users’ needs, providing them with valuable content and a seamless shopping experience. This balance ensures that visitors are not only drawn to the site through search engines but also stay and convert into customers.

(27:50) Looking ahead, Solis shares her thoughts on the future of ecommerce SEO. She predicts that the integration of AI and machine learning will continue to shape the SEO landscape, with search engines becoming more sophisticated in understanding and delivering relevant content. Solis advises ecommerce businesses to stay adaptable and embrace new technologies to stay competitive in this evolving environment. Her insights provide a comprehensive roadmap for navigating the evolving ecommerce SEO landscape.

For a detailed exploration of these insights and more, listen to the full interview on the Earned Media Podcast. Subscribe to stay updated on the latest developments in SEO and ecommerce.