These changes mean Google is competing with retail and product affiliate sites for attention and clicks, turning search into an integrated shopping journey.<\/p>\n
Researching using data from Similarweb and Advanced Web Ranking across the top 10K queries in 15 verticals revealed the following from an organic search visibility standpoint:\u00a0<\/span><\/p>\n So yes, top products SERPs have gone through a major transformation last year, with\u00a0<\/span>an important decrease in traditional organic search results, an <\/span>important increase of forum sites in organic search results, with\u00a0<\/span>images, reviews & single image thumbnails, videos being the most popular features on Mobile, included on +80% SERPs, and with\u00a0<\/span>popular products being the ones that have increased the most, featured in +71% mobile SERPs and 67% Desktop.\u00a0<\/span><\/p>\n Google\u2019s expanded features have contributed to a rise in zero-click searches:<\/p>\n There are also clicks shifts among top ranked sites! Here are the top 3 increasing and decreasing in clicks from Jan 2024 to Feb 2025 on Mobile across verticals (with <\/span>a similar click shift happening in Desktop too<\/span>):\u00a0<\/span><\/p>\n Many retailers and publications that dropped across verticals are non-specialized. For example:\u00a0<\/span><\/p>\n So, as we can see, Zero clicks searches have mostly slightly increased across top Product queries YOY, with social and UGC, along with brands getting more clicks; and non-specialized publications and retailers getting fewer clicks from top Product queries.\u00a0<\/span><\/p>\n It’s important to note how a high share of clicks are going to a higher number of URLs showcasing SERP features: videos, products, images, news, etc. and <\/span>a higher number of PDPs are getting clicks from top product queries than before thanks to Product related SERP features.\u00a0<\/span><\/p>\n It\u2019s definitely getting harder to achieve ecommerce SEO goals, it\u2019s not only you, the SEOFOMO Ecommerce SEO Survey answers have confirmed this, <\/span>and the main reason is exactly this: SERP Evolution and Google Changes.\u00a0<\/span><\/p>\n Here are 3 key steps for ecommerce organic search growth in 2025:<\/p>\n Let’s go through actionable steps to make them happen!<\/p>\n Start with the PDPs indexability which is usually a challenge! Their content needs to be as unique, descriptive engaging and well linked as possible. Your goal is to make your PDP information and experience more fulfilling to compete with best performing ones.\u00a0<\/span><\/p>\n Have resource issues to implement? You\u2019re not alone. Most in ecommerce SEO have them too. You can use AI platforms like AirOps<\/a> for workflows that automate tagging and help to enrich your product at scale using your own store data or Wordlift<\/a> that can generate a full product knowledge graph with descriptions & FAQs. Besides content you can also use these tools to automate internal links to related products with rules you set. Do you think is too risky? Your ecommerce SEO competitors are already leveraging AI: From content creation & optimization, keyword research to repetitive SEO tasks automation.<\/p>\n It\u2019s also a must to integrate with Google merchant center for PDPs visibility in product packs which can be easily implemented via platforms and apps. Even though most do it, there are still 18% of ecommerce sites that haven\u2019t yet.\u00a0Merchant Center Product Feed Optimization is also gaining relevance as one of the top ecommerce SEO activities to prioritize this year. Google has now made it easier than ever to monitor product feeds issues with the merchant opportunities report. If your store platform doesn\u2019t generate a product feed, use 3rd party solutions like the WordLift Product Knowledge Graph Builder<\/a> for it.<\/p>\n Ensure parity of merchant center feed with structured data, using all supported properties. Eg. Implement the product variants structured data in case you haven\u2019t yet. I would have prioritized facets for product color queries before, now PDPs variations. Check this excellent guide<\/a> by Brodie Clark going through product rich results types and what triggers them, to prioritize them.\u00a0<\/span><\/p>\n Monitor beyond invalid items, check the \u201cimprove item appearance\u201d report from the Google Search Console product & merchant listings<\/a> to validate and fix.<\/p>\n Something also important is to avoid structured data implementation with CSR JS. Not only reviews, but also descriptions or images end up over-relying on CSR JS, making it challenging for Google to index at scale. You don\u2019t want to rank well just to get less visibility than the pages below due to the lack of thumbnail and search features. Always validate CSR JS reliance of key PDPs areas triggering features with crawlers & Google Search Console. If you can\u2019t SSR, go for hydration or pre-rendering natively or via a 3rd party solution.<\/p>\n For thumbnails & image packs, it\u2019s not only about your products images indexability but about size and relevant descriptions too. Image optimization is now fundamental due to thumbnails, image packs and Google lens. Despite the impact of images in SERPs, a high number of SEOs haven\u2019t taken action yet. Follow Image Optimization best practices:<\/p>\n Create a PDP\/PLP benchmark to assess the gap vs top players per vertical, to prioritize efforts and gain support. Use the Ecommerce Product Page Optimization Checklist<\/a> to avoid missing anything out. You also have the Ecommerce Product Page Validator GPT<\/a> to support you with the process.<\/p>\n It\u2019s also critical to monitor what\u2019s going on in the SERPs and the impact of your efforts but 31% of SEOs are not yet tracking search features. More measurement is needed! Although AIO\u2019s in Ecommerce is trivial, 27% of SEOs are not sure of their impact:<\/p>\n Remember to also look at the SERPs! How can you stand out and better fulfill users intent? Many times is not with a PDP or PLP.<\/p>\n Here are steps to create and optimize this content cost-effectively:<\/p>\n The alignment of all these to give the best shopping experience will make you win. Too difficult? These are great news for your competitors because they\u2019re planning to do it. Remember it\u2019s all about the revenue and ROI growth.<\/p>\n You’ll find more examples and screenshots covering it:<\/p>\n![\"\"](\"https:\/\/www.aleydasolis.com\/wp-content\/uploads\/2025\/05\/google-serps-ecommerce-post.png\")
<\/a><\/p>\n1. How have organic search results & SERP features inclusions changed in product SERPs in the last year?<\/h2>\n
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<\/p>\n2. How are these organic search results & SERP features inclusions and shifts impacting click behavior?<\/b><\/span><\/h2>\n
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<\/p>\n<\/p>\n3. What should ecommerce SEOs do to keep winning despite these shifts in SERP Features & traffic behavior?<\/h2>\n
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PDP Optimization<\/h3>\n
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Monitor search features shifts and SERPs visibility beyond traditional position<\/h3>\n
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<\/p>\nCreate, optimize and integrate top of the funnel content to establish authority<\/h3>\n
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<\/p>\nGo through the presentation I did about this at SEOWeek<\/h2>\n