PDPs Over PLPs: How to Win Organic Visibility with Product Pages

Transcript

1. PDPs Over PLPs: How to Win Organic Visibility with Product Pages Greta Koivikko NOVOS
2. NOVOS is an eCommerce growth agency covering SEO/GEO, Digital PR & Paid Media. We're a growth partner that helps to exploit the gaps that are emerging between paid media, SEO and visibility across LLMs.
3. What I’ll cover today. 1 Why focus on PDPs now. 2 Stop hiding your PDPs. 3 Optimise PDPs with SEED. 4 What’s next for PDPs.
4. Why focus on PDPs now.
5. In ecommerce SEO, PLPs have always come first (and for good reason).
6. PLPs used to dominate the SERP for commercial queries.
7. But as LLMs took off, queries grew longer.
8. We started moving from keywords…
9. We started moving from keywords to context.
10. Now the SERP looks and functions like a PLP.
11. Google wants to own the buying funnel (and so do AI platforms).
12. The new buying funnel. 1 Research products on Google 2 Compare products on Google 3 Buy the product on your PDP
13. So PDPs need to be mini storefronts for the whole site.
14. Stop hiding your PDPs.
15. Great PDP content often goes unseen.
16. Buying jeans online is hard.
17. Size guides make it possible.
18. Yet many are loaded by JavaScript.
20. But LLM crawlers can’t render JavaScript. Glenn Gabe: AI Search and JavaScript Rendering – How client-side rendering causes visibility and ranking problems in ChatGPT, Perplexity, Claude, and others.
21. Which means AI answers without your size guide.
22. If you want LLMs to see your on-page content, server-side render it.
23. Optimise PDPs with SEED.
24. The goal? PDPs that serve customers, search engines and AI, all at once.
25. Introducing the SEED framework. S Situational Relevance Who is (and isn’t) your product for? E Example-led Content How is your product used in real life? E S Enriched Product Data Will every channel pick it up? D Distinct Brand Voice Who's telling your product's story?
26. S E E D Situational Relevance. Who is (and isn’t) your product for?
27. Your customers are not one audience.
28. Same product, different searches. The Milestone Gifter watch gift for my boyfriend's 30th that he'll wear every day, under £700 The First-Time Buyer best first automatic watch that looks expensive and suits a smaller wrist The Style-Conscious Shopper 70s style watch with a green dial that works for smart and casual
29. Yet the PDP only speaks to one of them. The Milestone Gifter watch gift for my boyfriend's 30th that he'll wear every day, under £700 The First-Time Buyer best first automatic watch that looks expensive and suits a smaller wrist The Style-Conscious Shopper 70s style watch with a green dial that works for smart and casual
30. Say who your product is (and isn’t) for.
31. Say who your product is (and isn’t) for.
32. Enhance existing personas. Audience insights
33. Or build personas from scratch. Your new personas
34. Turn personas into attributes.
35. S E E D Example-led Content. How is your product used in real life?
36. Contextual cues help your PDPs answer real-life searches.
37. Here’s what that can look like. The real-life search dry shampoo alternative for curly hair I can use after the gym
38. Here’s what that can look like. The real-life search dry shampoo alternative for curly hair I can use after the gym The contextual cues 1 Positioned as a dry shampoo alternative 2 Placed in a real situation: after workouts 3 A real outcome: 1 to 3 extra days between washes
39. Contextual cues in action. “Perfect for” Answers: "Will this work in my north-facing room?"
40. Contextual cues in action. “When to plant” Answers: "If I plant this now, when will it flower?"
41. Contextual cues in action. “Do not use with” Answers: "Can I use this with my retinol serum?"
42. Contextual cues in action. “Customers say” Answers: "Do I need to size up or down?"
43. S E E D Enriched Product Data. Will every channel pick it up?
44. Your product data travels beyond your PDP.
45. Great PDPs start with great product data. The source: Shopify metafields Where it’s used Who reads it • Customers • Search engines custom.occasion_training • Google Shopping true • AI platforms • Google Ads • Meta • TikTok • Marketplaces custom.portion_adjustable true custom.dosage_guidance → → Product page copy Schema markup → → "by weight" custom.packaging_sustainability "recyclable" Natural pet food brand (illustrative) → Product feed →
46. Put your product data to work. Compares similar products side by side Compares different rug types
47. Your PDP now helps write your ads.
48. Your data needs to match everywhere. Attribute Your PDP Your feed Retailer listing Pack size 100g 100g 90g Price £2.29 £2.29 £2.49 Training & reward occasion Yes Yes Missing Packaging sustainability Recyclable Missing Missing
49. S E E D Distinct Brand Voice. Who's telling your product's story?
50. Shoppers can buy your product anywhere.
51. Retailers are happy to tell your product’s story.
52. And take your citations.
53. How do you take control of your product's story? Earn citations and build mentions.
54. Make your PDP the source AI cites. S Situational relevance E Example-led content Speaks to the right people Answers real-life searches E Enriched product data D Distinct brand voice Readable by every channel Owns your product's story → A PDP worth citing.
55. Make your PDP the source AI cites. S Situational relevance E Example-led content Speaks to the right people Answers real-life searches E Enriched product data D Distinct brand voice Readable by every channel Owns your product's story →
56. Digital PR activity drives brand mentions. → → 1. Find what sources AI trusts 2. Get featured with Digital PR 3. Get mentioned Profound: top cited domains for gym tops, target publication highlighted TALA coverage in a Marie Claire listicle TALA mentioned in an AI Overview, with both Marie Claire and the D2C store cited
57. What’s next for PDPs.
58. Your next customer might be an AI agent.
59. What may change, and what won’t. What is changing What won’t change AI agents comparing and buying on shoppers’ behalf becoming the Agents still need PDPs they can read and trust Agents reading your product data and PDPs directly Accurate, consistent product data still wins Shopping ads inside AI answers, built from product feeds Trusted sources still shape who gets chosen
60. Your PDP checklist. 1 2 3 4 5 Don’t client-side render key on-page content LLMs can’t render JavaScript, so they won’t pick it up. Map your product attributes to your personas Enhance existing audience data with Reddit insights, customer FAQs and product reviews. Add contextual cues to your PDP template For example “Perfect for”, “When to use” or “Do not use with”. Turn your key product details into metafields Then map them into your schema and product feed. Pitch product-led stories to the publications AI cites most Find them in the top cited domains for your category.
61. Thank you. Greta Koivikko