Generative AI has transformed how shoppers discover products online, bringing significant shifts in customer behaviour and business strategies. Over the past year, AI has redefined digital commerce, impacting everything from the way consumers search for products to how retailers optimise their websites and get discovered.
Our partner Salesforce has recently released an article that highlights some of the main changes on how consumers search products online, and practical tips for how commerce teams can adapt to be found online and stay competitive. Here are some key takeaways:
Google’s SGE and Optimised Product Pages
Google's Search Generative Experience (SGE) is an AI-powered, experimental version of search that provides contextual answers to complex queries. For a search like “running shoes,” instead of showing links to category pages, Google now displays a grid of shoes with filters for style and brand. This shift means shoppers are browsing directly on search results pages, making optimised product pages essential for capturing traffic.
What to do?
To stand out, ensure your product pages have accurate schema markup and well-curated backlinks to match shopper intents, boosting visibility in both traditional and AI-driven searches. With these image-heavy results, traditional links are less prominent. Google’s focus on product displays makes features like related products key for grabbing attention.
Conversational Search is Changing How We Shop
The era of keyword-based searches is fading as shoppers increasingly use natural language in search bars, asking full questions instead of typing specific terms. For example, instead of searching separately for "protein bars" or "fruit snacks," users now type queries like "healthy snacks for kids," expecting a range of relevant options.
What to do?
Retailers don’t need to completely revamp their search systems but should consider integrating semantic search. This technology understands the intent behind natural language queries, providing accurate results without shoppers having to refine their searches. Embracing this approach improves user experience and boosts conversion rates, helping businesses stay competitive as search behaviours evolve.
SearchGPT and Long-Form Content in E-commerce SEO
SearchGPT, an extension of OpenAI’s ChatGPT, is changing the way shoppers interact with search engines. Users are now asking detailed, intention-driven questions, like “I need an outfit for my company holiday party, which will be ugly sweater themed.” These queries happen early in the shopping journey, giving brands a chance to capture attention. Early previews show that SearchGPT favours content-rich articles, such as reviews and lists, making long-form content more important for e-commerce SEO.
What to do?
To stay competitive, investing in high-quality, long-form content is essential. It’s not just about keywords anymore; content must also align with the nuances of complex queries. SearchGPT and other AI-driven tools prefer in-depth content that directly addresses user needs, increasing chances of ranking higher in search results and driving more traffic to your site.
Want to discover how your website is positioning online and against competitors, or improve your discoverability and conversion? At The Commerce Team Global, our experts will be happy to assist you. Contact us today at info@thecommerceteam.com
