What is a People Also Buy From SERP feature on Google?
The "People Also Buy From" is a Google SERP feature that appears primarily for product-related searches. It showcases a carousel or list of different retailers or websites where users can purchase the specific product they are searching for. This feature aims to provide users with a quick overview of various purchasing options directly within the search results. This information gets pulled from Google’s Shopping Graph.
It typically appears as a horizontal carousel or a block of listings, often featuring the name of the retailer and sometimes an image, logo and star ratings. It's usually positioned prominently on the search results page for product-specific queries.
Here is an example of the People Also Buy From SERP feature on Google:
Image source: Google Results Page
Benefits for Organic Site Visibility
Gaining visibility in the People Also Buy From SERP feature offers several advantages for eCommerce websites:
Increased visibility: The feature occupies a significant portion of the search results page particularly for product-related searches, providing good visibility for featured products.
Enhanced product discovery: Users can easily find and compare products from different stores, potentially increasing traffic to your site.
Improved click-through rates: The visual nature of the feature, combined with product details, can lead to higher click-through rates.
Top 5 page optimisation actions for People Also Buy From SERP feature visibility
To improve your chances of appearing in the People Also Buy From SERP feature, consider implementing these specific actions:
1. Build a Strong E-commerce Presence:
Focus on building a reputable and trustworthy online store with a good user experience, clear shipping and return policies, and secure payment options.
2. Optimise Your Google Merchant Center Product Feed and On-Page Website Content
Ensure your product feed and product page (PDP) is up-to-date, accurate, and contains consistent information across both.
Include all required product attributes: id, title, description, link, image_link, price, brand, GTIN (Global Trade Item Number), and availability.
Use descriptive and keyword-rich product titles that accurately represent your items. Place the target keyword at the beginning of the title.
3. Implement schema markup (structured data)
Add structured data markup to your product pages using JSON-LD format.
Include essential properties such as name, image, description, brand, offers, and aggregateRating.
To ensure accuracy, validate your schema markup using Google's Structured Data Testing Tool.
Here is an example of product schema:
<script type="application/ld+json"> { "@context": "https://schema.org/", "@type": "Product", "name": "Men's Blue Running Shoes - Size 7", "description": "High-performance men's blue running shoes, size 7. Featuring advanced cushioning technology and breathable mesh upper for maximum comfort during long runs.", "brand": { "@type": "Brand", "name": "ExampleSport" }, "offers": { "@type": "Offer", "priceCurrency": "GBP", "price": "89.99", "availability": "https://schema.org/InStock", "itemCondition": "https://schema.org/NewCondition" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.7", "reviewCount": "253" }, "sku": "MBR-S7-BLU", "mpn": "EX789012", "colour": "Blue", "size": "7 UK" } </script> |
4. Optimise product images
Use high-quality, clear images that showcase your products effectively.
Ensure images meet Google's requirements for size and format.
Include multiple product images to provide a comprehensive view of the item.
5. Focus on competitive pricing, availability and reviews
Set competitive prices for your products to increase the likelihood of being featured.
Encourage customers to leave reviews and ratings on your product pages.Respond to customer reviews to demonstrate engagement and build trust.
Ensure that you monitor the availability of your products thoroughly.
By implementing these specific optimisation actions, you can significantly improve your chances of gaining visibility in the People Also Buy From SERP feature on Google. Remember that while these steps are important, Google's algorithms ultimately determine which products appear in this feature. Consistently providing high-quality products, accurate information, and a positive user experience will contribute to your overall success in eCommerce SEO.