Google’s AI push has created a wave of changes in the SERP layout – none more obvious than in today’s results for retail-focused queries. In fact, because of shifting user behavior and Google’s drive to keep users on the SERP (instead of clicking to third-party sites), retail SEO is a very different beast than it was even 18 months ago. In this post, I’ll talk about some of the changes in both user behavior and Google’s approach, then get into an updated set of priorities for retail-focused SEOs to put in focus for 2025 and beyond. Let’s start with…

The new retail SERP

Google’s mission to keep users on the SERP longer is reflected in its new retail features, including an ecomm-site-like “Refine results” sidebar and sections including AI Overviews with product links, Shopping ads, Popular Products, and People Also Ask:

All of these sections are intended to provide the users with what they need to fulfill the purchase intent expressed in a product-related query.

How the new retail SERP reflects Google and user priorities

When you look at Google’s mission to keep the user on the SERP for longer through the retail lens, you can see that while Google spent years facilitating the user journey, it now wants to be the journey’s final destination.

The ultimate expression of this in the products Google lists on its own behalf that allow the user to click to purchase without leaving the SERP – though Google has also been forced through regulation to offer competing products leading to third-party sites, not just its own. (More on how to optimize for those in a second.)

On the user side, today’s users demand convenience, typically using multiple platforms including mobile and desktop to start and complete the purchasing journey. Because of this, they’re expecting immediate access to information that can help them find the right products – not unverified marketing-speak they have to sift through.

Providing valuable, relevant, authoritative information is also a key tenet of Google’s E-E-A-T philosophy, so brands that follow those guidelines will be in good stead with both Google and the users.

Where SEOs must focus to succeed in the new retail SERP

I work with my retail clients to focus on four key initiatives to harness the opportunity of today’s SERP. I’ll break them down here.

1. Schema markup: Also referred to as structured data, this has always been important for helping the Google algorithm process the information on a product page – but it’s grown even more important as Google has evolved. Today, it’s essential for enabling products to show up in SERP listings.
2. Google Merchant Center: Another big initiative, the Merchant Center is where marketers provide Google with a list of products through a feed that can also be used for Google Ads and Google Shopping ads. Attention to product details and information is essential here, especially for picking up traffic for queries with modifiers like {color} or {size}.
3. Google Analytics (or other analytics platforms): This is a resource for reporting insights into audience characteristics (geo, device, etc.) and behavior. Good reporting set-ups can give brands valuable information on the customer journey and possible UX optimizations while maintaining user privacy. The information you can find in GA is information Google increasingly relies on to rank pages, so pay attention to user engagement metrics like time on page, bounce rate, and interaction with content.
4. Platform diversification: Part of Google’s emphasis on E-E-A-T across industries is a reliance on external evidence of brand and product authenticity and authority. Brands that establish a consistent presence across other platforms, including Amazon, Meta, and TikTok, are sending Google important signals that they are who they say they are. In short, Google sees an expanded digital footprint as a good thing, and that’s reflected in the SERP listings.

It may go without saying, but translating your users’ needs and challenges into the right information on your product pages is central to success in today’s retail SEO landscape. That said, the way you deploy that information matters. If you have any questions or need a sounding board on your organic retail strategy, we’re always happy to chat.