What is a Popular Product SERP Feature on Google?
The Popular Product SERP feature, also known as Google Merchant Listings, is an organic display of product listings that appears in Google search results for shopping-related queries. This feature showcases a carousel of products relevant to the search term, including product images, titles, prices, reviews, ratings, and the number of stores selling the item. It aims to simplify the shopping experience by allowing users to browse and compare products from various retailers directly in the search results. This information gets pulled from Google’s Shopping Graph. Here is an example of the Popular Product SERP feature on Google:
Benefits of Organic Site Visibility
Gaining visibility in the Popular Product SERP feature offers several advantages for eCommerce websites:
Increased visibility: The feature occupies a significant portion of the search results page, providing good visibility for featured products.
Competitive opportunity: It allows smaller eCommerce stores to compete with larger retailers, as the listings are organic and not paid advertisements.
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 Optimization Actions for Popular Product SERP Feature Visibility
To improve your chances of appearing in the Popular Product SERP feature, consider implementing these specific actions:
1. Enable free product listings on Google Merchant Center:
In your Google Merchant Center account, navigate to "Growth" and then "Manage programs".
Opt-in to "Free listings" to make your products eligible for organic visibility in Google Shopping results. Read Google’s support article on free listings here.
2. Optimise Your Google Merchant Center Product Feed
Ensure your product feed is up-to-date and accurate in Google Merchant Center and is consistent with the information you have on-site.
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 (there’s a limit of 70 characters, so make sure your title respects that limit; otherwise, it’ll get truncated).
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 and reviews
Popular Product feature positions rely heavily on price sensitivity. So, 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.
By implementing these specific optimisation actions, you can significantly improve your chances of gaining visibility in the Popular Product 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.