The Rise of Product Grids on SERPs: A New Position Zero for Ecommerce?

Transcript

1. dan@ga.agency /in/daniel--wood/ ga.agency The Rise of Product Grids on SERPs: A New Position Zero for Ecommerce? Daniel Wood GA AGENCY #brightonseo speakerdeck.com/danielwood/ @daniel--wood dan@ga.agency
2. dan@ga.agency /in/daniel--wood/ ga.agency Today we’re going to talk about… WHY ARE THEY SO IMPORTANT HOW YOU CAN OPTIMISE FOR THEM WHAT ARE PRODUCT GRIDS 1 2 3
3. dan@ga.agency /in/daniel--wood/ ga.agency What are product grids?
4. dan@ga.agency /in/daniel--wood/ ga.agency This is what product grids look like
5. dan@ga.agency /in/daniel--wood/ ga.agency Semrush labels them Popular Products… …Ahrefs labels them Shopping
6. dan@ga.agency /in/daniel--wood/ ga.agency …And on the SERP they can have various titles
7. dan@ga.agency /in/daniel--wood/ ga.agency All of these product grids are on the same US SERP
8. dan@ga.agency /in/daniel--wood/ ga.agency 10 Organic listings 40 Product grid listings
9. dan@ga.agency /in/daniel--wood/ ga.agency We haven’t even considered other SERP Features…
10. dan@ga.agency /in/daniel--wood/ ga.agency Where do you think most clicks are going to go?
11. dan@ga.agency /in/daniel--wood/ ga.agency We’re all clicking on Deals on White Wine, right…?
12. dan@ga.agency /in/daniel--wood/ ga.agency Product Grids aren’t that new…
13. dan@ga.agency /in/daniel--wood/ ga.agency …But for a long time results like these were only visible on the Shopping tab Paid Organic
14. dan@ga.agency /in/daniel--wood/ ga.agency We were even discussing a version of Product Grids as far back as 2019
15. dan@ga.agency /in/daniel--wood/ ga.agency But we’ve never seen them this prominent before
16. dan@ga.agency /in/daniel--wood/ ga.agency Product grid visibility increased during August’s Core Update globally Semrush Sensor
17. dan@ga.agency /in/daniel--wood/ ga.agency % of shopping intent searches Product Grids are visible for Desktop Mobile US 59% 56% UK 62% 56% Germany 33% 31% Italy 68% 58% Spain 30% 27% France 29% 27% Semrush Sensor – September 2024
18. dan@ga.agency /in/daniel--wood/ ga.agency If you are an international brand, you need to be monitoring global SERPs
19. dan@ga.agency /in/daniel--wood/ ga.agency What is position zero?
20. dan@ga.agency /in/daniel--wood/ ga.agency Position Zero was originally coined as another name for Featured Snippets Great for brand saliency Above organic listings Usually increased CTR
21. dan@ga.agency /in/daniel--wood/ ga.agency This was a great result for Backlinko
22. dan@ga.agency /in/daniel--wood/ ga.agency Of course, I had to scroll to find that Featured Snippet…
23. dan@ga.agency /in/daniel--wood/ ga.agency But it’s still not bad for Backlinko….
24. dan@ga.agency /in/daniel--wood/ ga.agency Position Zero has always been informational
25. dan@ga.agency /in/daniel--wood/ ga.agency But for eCommerce brands the bottom line comes down to shopping intent searches
26. dan@ga.agency /in/daniel--wood/ ga.agency This SERP completely changes the game for ecommerce brands
27. dan@ga.agency /in/daniel--wood/ ga.agency What % of clicks do you think Brakes will get from Position One?
28. dan@ga.agency /in/daniel--wood/ ga.agency Definitely Not 27.6% Backlinko
29. dan@ga.agency /in/daniel--wood/ ga.agency Because CTR for Product Grids is off the scale
30. dan@ga.agency /in/daniel--wood/ ga.agency 0 1 You need to be in Position Zero… …Position One isn’t good enough anymore
31. dan@ga.agency /in/daniel--wood/ ga.agency Product Grids aren’t Product Snippets
32. dan@ga.agency /in/daniel--wood/ ga.agency In GSC, Product Grids are labelled as Merchant Listings, not Product Snippets
33. dan@ga.agency /in/daniel--wood/ ga.agency If you can’t see Merchant Listings under the Search Appearance tab, you aren’t ranking in Product Grids
34. dan@ga.agency /in/daniel--wood/ ga.agency To recap what we’ve seen so far… Product grid visibility is increasing rapidly The CTR can be extremely high Position One isn’t good enough anymore
35. dan@ga.agency /in/daniel--wood/ ga.agency Let’s take a closer look at product grids
36. dan@ga.agency /in/daniel--wood/ ga.agency Clicking on the product opens a new tab… …where you can purchase from multiple stores
37. dan@ga.agency /in/daniel--wood/ ga.agency
38. dan@ga.agency /in/daniel--wood/ ga.agency But there’s no reviews on Fine Wine Direct’s website
39. dan@ga.agency /in/daniel--wood/ ga.agency
40. dan@ga.agency /in/daniel--wood/ ga.agency
41. dan@ga.agency /in/daniel--wood/ ga.agency
42. dan@ga.agency /in/daniel--wood/ ga.agency
43. dan@ga.agency /in/daniel--wood/ ga.agency What would the CEO of Vinatis think about this?
44. dan@ga.agency /in/daniel--wood/ ga.agency Image Credit: Haiper AI
45. dan@ga.agency /in/daniel--wood/ ga.agency Why isn’t Vinatis listed, but its reviews are?
46. dan@ga.agency /in/daniel--wood/ ga.agency vinatis.co.uk finewinedirect.co.uk
47. dan@ga.agency /in/daniel--wood/ ga.agency vinatis.co.uk finewinedirect.co.uk
48. dan@ga.agency /in/daniel--wood/ ga.agency vinatis.co.uk
49. dan@ga.agency /in/daniel--wood/ ga.agency How to optimise for product grids
50. dan@ga.agency /in/daniel--wood/ ga.agency Valid Merchant Listings in Google Search Console
51. dan@ga.agency /in/daniel--wood/ ga.agency Leverage all data on product pages, structured data & merchant center REVIEWS SHIPPING AVAILABILITY RETURNS PRICE AND DISCOUNTS
52. dan@ga.agency /in/daniel--wood/ ga.agency Optimise Merchant Center factors You need a promotion to rank in Deal product grids
53. dan@ga.agency /in/daniel--wood/ ga.agency Include keywords in all product title opportunities Product page title tag Merchant Center feed title Product page title Structured data product name
54. dan@ga.agency /in/daniel--wood/ ga.agency How can you track performance in Product Grids?
55. dan@ga.agency /in/daniel--wood/ ga.agency Not easily.
56. dan@ga.agency /in/daniel--wood/ ga.agency Semrush and Ahrefs can show you which keywords trigger the SERP feature… …but they can’t tell you if you rank in them or not
57. dan@ga.agency /in/daniel--wood/ ga.agency Merchant Listings in GSC is currently the best way
58. dan@ga.agency /in/daniel--wood/ ga.agency 0 500 1000 1500 2000 2500 0 100 200 300 400 2024-01-01 2024-02-01 2024-03-01 2024-04-01 2024-05-01 2024-06-01 Impressions Clicks Clicks Impressions Product grid clicks & impressions report
59. dan@ga.agency /in/daniel--wood/ ga.agency Monitor which countries are sending the most traffic to your site through product grids
60. dan@ga.agency /in/daniel--wood/ ga.agency GA Agency A London-based independent digital agency, providing businesses with global digital marketing coverage across owned, paid, earned channels – all of that with a local approach to each market. Office in Soho, London We speak 18 languages in-house
61. dan@ga.agency /in/daniel--wood/ ga.agency The Rise of Product Grids on SERPs: A New Position Zero for Ecommerce? Daniel Wood GA AGENCY #brightonseo speakerdeck.com/danielwood/ @daniel--wood dan@ga.agency