In order to remain the leader in search engines, Google is making a number of improvements to organic search results. The constant addition of new functions in SERPs is also intended to respond to the increased competition imposed by marketplaces such as Amazon and social networks.
Thus, in early 2020, Google launched its “Google Popular Products” section in organic search results. First, it worked in India and in the United States. Is the Google search engine trying to become a product search engine? Understandably, it cannot compete with huge product engines, but the first steps have already been taken. The goal of the implementation is to show people what Google’s most popular products are.
The display of “Popular Products” lists in SERPs (search results) is powered by product diagrams as well as retail feeds submitted through Google Merchant Center. If you would like to learn more about this feature, keep reading: we’ll tell you all the most important things in brief.
How can I appear in this category?
Two possibilities are available to e-merchants to hope to appear in the category of popular products:
- Submission via Google Merchant Center. So, you have to create a product feed with all the most important product information and upload it to the Merchant Center. Also, you do not need a SEA campaign here. The better you present your product, the more impressive the results will be.
- Use of schema.org tagging: it is also advisable to add a product schema to your product pages.
Beyond these two possibilities, Google also recommends using the brand properties, a description, the SKU (UGS or UVC), etc… In short, the more information you provide, the high your chances of being shown in the natural results of popular goods.
The essence of the feature
So, let’s take a look at the essence. Google’s popular products option presupposes showing organic results that present lists of products that appear for search queries related to clothing and fashion products in a more general way. This display is reserved for mobiles mainly.
In general, this section displays six products, with the possibility of seeing more products. Internet users can use filters to refine the results of the products presented. They also have the opportunity to consult evaluations and product reviews.
A section of products of the same type is also set up to go further. Internet users can access a list of e-commerce sites that offer the same (or similar) product. All in all, it is a great option for both people and companies: customers can find goods easily, and sellers can present what they offer in the best way possible.
Optimizing product pages: easier than it seems
You can increase the likelihood that your items will appear in the popular products section. To do it easily, pay attention to the following factors:
- Product pricing: a competitive purchase price can also help increase impressions and click-through rates, especially for brands competing with their own resellers. Opt for very identity and very visible call-to-action buttons to stand out from the competition when you appear in the results.
- Product titles: the title of a page is one of the important elements in SEO optimization. Optimizing a title using keywords is already a good start. Just be careful not to fall into the trap of over-optimization, which may look like spam to a search engine. Include relevant keywords with high-volume research (from a good semantic study) in your markup scheme and in your product advertising data flow. When optimizing a title, we also recommend to include such indicators as color, geographical location, etc. You can add anything to help your customers feel closer to you.
- Images matter! Visuality is an important thing people always pay attention to. So, make sure to invest money in taking professional photos of your products.
- Reviews of products, as well as ratings, also increase your success chances significantly. If a customer can take a look at what other people think, the store seems more reliable, and the likelihood of a purchase is significantly increased.
- Available options. Experts say that adding many goods can increase your chances as well. The more options you have to offer, the more customers you will get. Make sure to add all colors and materials you can offer. Such diversity will help you look better at the background of competitors.
These are just some of the best recommendations that will make both people and Google like you.
Why do we pay attention to popular products?
This SERP display feature is part of the framework to improve the product search experiences of Google users in the face of growing competition from Amazon’s search engine and other marketplaces.
With the acquisition of Pointy, a hardware solution that allows you to enter product and inventory data, all e-merchants will be able to send the right information to search engines.
Understandably, not all stores utilize this option, so it may be a little bit difficult to understand at the beginning. Here are several frequently asked questions.
What are the product types?
If you are convinced that any products can be shown, you are wrong: for now, only fashion and apparel products are displayed.
Do I have to pay?
The function is organic.
How can I put my products there?
If you want to be added there, you shouldn’t sit and wait for it. You can be ranked there with the help of a Merchant Center by Google (we have mentioned it already). All you have to do it to create a product feed with all the information that may be needed and upload it.
All in all, many people like this SERP feature. Appearing in product search results can drive your business sky-high. This helps to attract customers’ attention to products a lot. Moreover, with the help of this Google feature, you can increase brand awareness a lot.
If you sell goods of other types that cannot be displayed at the moment, don’t be sad: Google promises to expand the list as soon as possible to satisfy the needs of more customers. All in all, it seems that Google keeps trying to compete with such a huge marketplace as Amazon, for example, by adding new functionality and attracting more retailers.