When you search for something on Google, the results page now shows more than just blue links. It displays a rich collection of images, ratings, and extra information that helps you find what you need quickly. These additions are called SERP features. One of the most useful is the SERP Feature: Popular Products, which helps shoppers make better decisions online.
What Are SERP Features: Popular Products?
Imagine you’re looking for a new gadget or a specific item for your hobby. Instead of just seeing plain links to different online stores, you might notice a special section on the Google results page. This section stands out because it features a collection of products from various websites all in one spot. It usually includes eye-catching images, price comparisons, star ratings, and sometimes even brief product descriptions. This feature, called “Popular Products,” is designed to make online shopping easier by allowing you to compare options at a glance without clicking through multiple sites.
This is how it looks:
How This Feature Works
Google creates this feature by gathering detailed information from many online shops and product listings. The aim is to give you a broad range of options in one convenient place. Google wants to provide a quick summary of what’s available and what other buyers think about these items. This saves you time and cuts down the need to visit many different websites for comparison.
Why Should You Care About the Popular Products SERP Feature?
If you own an online business that sells products, this SERP feature is important for you. Getting your products to show up here can significantly boost your online visibility and attract more visitors to your store. Think of it as having a prime spot in a busy online marketplace.
Boosting Visibility and Website Traffic
When your product listing appears in the Popular Products section, it’s placed in front of people who are ready to buy. For example, someone searching for “best mechanical keyboard” is usually prepared to make a purchase. If your product is featured, you have a strong chance to capture their interest. This can lead to more clicks to your website and ultimately, increased sales.
The visual nature of this feature is a big advantage. With clear pictures, prices, and star ratings immediately visible, your product can quickly draw attention. It helps your item stand out from standard text-based search results, putting your product in a more prominent position.
Building Trust with Potential Customers
Products highlighted in these features often have strong customer reviews and good average ratings. Google displays these ratings prominently to help build trust with the searcher. If your product shows a high star rating, it communicates reliability and quality to potential customers. This established trust can improve your conversion rates significantly.
Additionally, having your products featured by Google signals to search engines that your website is a reliable source in your industry. It indicates that you provide high-quality, well-organized product information that Google can understand easily. This positive signal can improve your website’s overall standing in search results over time.
How to Get Your Products into the Popular Product Feature
Securing a spot for your products in the Popular Products feature isn’t about luck. It requires a strategic approach to how you present your product details online. Essentially, you need to provide information that Google can process and trust easily.
Step 1: Upload Your Product Feed to the Google Merchant Center
To display your products in Google search results, you need to submit a product feed through Google Merchant Center. This feed delivers detailed information about each item, which Google can then showcase directly in the SERPs. You’ll need to create an account if you don’t have one already.
Once your account is set up, provide some information about your business and the products you sell. If you’re using an e-commerce system or CMS, product information can be synced automatically on the Google Merchant Center platform.
After providing all the required information, ensure your feed is complete and regularly updated. Accuracy plays a key role in getting your products shown for the right searches.
Essential attributes to include for your products are: id, title, description, product link, image link, price, brand, GTIN, and availability.
Step 2: Implement Structured Data
Structured data is a specific type of code that you add to your website’s pages. Its main purpose is to help search engines understand all the details of your products. For product listings, use a specific type of structured data called “schema markup,” particularly the product schema. This code tells Google important details like the product’s name, its price, the brand, and any customer reviews it has received. This is a foundational step; without it, Google can’t identify your product details effectively.
Step 3: Develop a Product Review Strategy
Google places significant value on product reviews. It’s crucial to have a system on your website that allows customers to easily leave reviews and submit star ratings. These customer reviews are a major factor in determining whether your product qualifies for the Popular Products feature. Positive reviews indicate quality and build trust, both for Google and for potential customers. Make it a practice to encourage customers to share their feedback after making a purchase.
Step 4: Optimize Your Product Pages Thoroughly
Each of your product pages must be well-designed and rich with helpful information. This means each page should feature a clear, descriptive title, a comprehensive product description, high-quality images, and an easily visible, accurate price. It’s essential to ensure that the product is in stock. Products that are out of stock or have incorrect pricing can hurt your chances of being featured.
Finally, ensure your product pages are optimized with relevant keywords. The content on your product page should include phrases that customers are likely to use when searching for your item. This optimization helps Google match your product to the right search queries.
Key Takeaway
SERP Features: Popular Products are a powerful way for businesses to gain visibility and attract customers online. This feature showcases your products with essential details like pictures, prices, and ratings directly within Google’s search results.
To successfully get your products featured, your next steps should be to create your Google Merchant account, apply structured data, gather as many product reviews from customers as possible, and optimize your product pages. By focusing on these steps, you significantly improve your product’s chances of standing out and reaching a wider audience.
