The recent transformation of Google Shopping, featuring generative AI, serves as a wake-up call for e-commerce marketers aiming for organic search visibility. The revamped Shopping experience was rolled out to consumers in the U.S. on October 15, 2024.
According to Sean Scott, Google’s vice president and general manager of consumer shopping, the updated platform utilizes AI to effectively display the most pertinent products, thereby enhancing and streamlining the search process for consumers.
Changes to Google’s services often cause anxiety among leaders of small and mid-sized businesses. Terms like “most relevant products” raise questions about what constitutes relevance. For instance, how does one determine which t-shirt or puffer jacket is deemed “relevant”?
The Shopping Graph
The answer may lie in the Shopping Graph, which, as Scott explains, underpins the new Google Shopping experience alongside Gemini AI.
A knowledge graph, such as Google’s Shopping Graph, maps connections between various ideas or concepts (nodes) through relationships (edges).
In a 2023 article, Randy Rockinson, Google’s group product manager for Shopping, explained how the Shopping Graph links concepts. He provided an example: “Imagine you’re in search of a puffer jacket. Seems straightforward, right? But what if you’re looking for something specific, like a women’s red cropped puffer coat that’s shiny and has a fleece hood?”
In this scenario, Google’s Shopping Graph recognizes the relationships between a specific jacket available on the Nordstrom website and the attributes of being red and shiny, allowing it to return relevant products that meet the precise criteria.
Since at least 2012, Google has employed data graphs, officially unveiling the Shopping Graph during its 2021 I/O event. As a result, retail, direct-to-consumer, and B2B marketers are likely familiar with the concept.
Product Listings
As of October 2024, Google’s Shopping Graph boasts approximately 45 billion product listings sourced from a variety of platforms, including:
- Google Merchant Center (including product feeds)
- Google Manufacturer Center
- Google Ads
- E-commerce websites
- Product photography
- Manufacturer websites
- Product content, such as PDFs
- Blogs and articles
- Product reviews
- Social media platforms
- YouTube videos
- Product testing data
For many retailers, linking to Google’s Shopping Graph starts with their e-commerce platform. Solutions like Shopify and BigCommerce facilitate the submission of well-structured product feeds to the Merchant Center.
However, the realization that Google Shopping, through the Shopping Graph and AI, seeks detailed information—such as whether a puffer jacket is shiny or includes a hood—can be unsettling for marketers.
Is your business equipped to optimize for these specific details?
Optimizing Product Content
Retailers utilizing Google Shopping should perform a thorough review of their product details on the platform, ensuring ample specifications and descriptions to aid Gemini in delivering personalized results.
Product Feed: Appearing in Google Shopping begins with a quality product feed. Make sure to include all necessary attributes—such as product title, description, price, availability, and images—and keep them updated. High-quality images are crucial since Google Shopping uses them for Google Lens (its visual search tool) and virtual try-on services. Additionally, ensure that inventory levels are accurate.
Structured Data Markup: Confirm that your e-commerce site employs structured data markup to provide Google with more context regarding your products. This markup aids Google in correctly listing and categorizing products within its Shopping Graph.
Visual Shopping Optimization: Scott noted that a key objective of the new Google Shopping is to enhance collaboration with Google Lens and virtual try-on features.
Product Reviews: Since Google’s Shopping Graph sources some product information from reviews, encouraging and enabling customer reviews is a smart strategy.
Content Marketing Focused on Products: Google also uses YouTube videos, third-party blogs, gift guides, and similar resources to inform the Shopping Graph. While many retailers focus solely on product feeds—an essential aspect—expanding your content to include tutorials, instructions, and examples can provide a competitive edge in Google Shopping.
Looking Ahead
As generative AI becomes more integrated into the landscape, search engine optimization and content creation will remain central to e-commerce marketing. The latest iteration of Google Shopping exemplifies this trend.
At SEO Guru NYC, we understand the importance of adapting to changes in the digital landscape, especially with platforms like Google Shopping evolving rapidly. As the best Google Ads management agency in New York, we specialize in helping businesses navigate these transformations, ensuring your products reach the right audience. Let us optimize your online presence and drive more traffic to your e-commerce site.
Anticipate further changes in the future.
