Google is changing organic Shopping results: what does this mean for online shops?

The way in which Google displays products in organic search results has undergone a major overhaul. These are the key changes we are currently seeing.

1. Fewer direct product mentions

The familiar organic product grids, in which online shops were directly visible alongside their products, images and prices, have largely disappeared. As a result, consumers are less likely to view products directly from these blocks and click through to an online shop.

2. A new approach to comparison sites

Google displays a block featuring various comparison services, also known as CSS providers. Each service is given its own expandable row of products within this block. When a user clicks through, they are usually taken first to the comparison service’s website.

3. Google’ Shopping s remain visible

Google itself may also appear amongst the comparison services. When Google’s listing is available, users can still view products and providers there. Organic Shopping visibility via Google therefore remains possible, but this sometimes requires a few extra clicks.

4. Blocks featuring other websites and suppliers

In addition, we see blocks containing related websites and providers. Both comparison platforms and online shops can feature within these. Which elements Google displays varies depending on the search query.

5. Local results sometimes stand out more

Among the search terms we’re looking at, local results are also becoming more prominent – think of shops with a map and address details. It is not yet clear whether Google is actually displaying these blocks more frequently or whether they are simply receiving more attention because the product grids have disappeared.

These changes are linked to the European Digital Markets Act (DMA). Among other things, this legislation is intended to ensure fairer competition between large digital platforms and other providers.

Please note: the situation is still evolving rapidly. Search results are currently changing almost daily. The points above describe what we are seeing at the moment. The structure may therefore change again in the near future.

Why is Google making this change?

These changes are linked to the European Digital Markets Act (DMA). This legislation is intended to ensure fairer competition between large digital platforms and other providers. Google is adjusting the layout of its search results to give competing comparison services more prominence. This has implications for the way in which consumers discover products and ultimately end up at an online shop.

Good to know: the changes we’re discussing here relate to organic Shopping results. Paid Shopping adverts are not included.

What does this mean for your online shop’s SEO?

The new Shopping view may affect the way consumers find your products. We do not yet know exactly what the consequences will be. This will depend, amongst other things, on your product range, the keywords you want to be found on, and the way in which Google further adjusts the results. There are, however, a number of developments to keep an eye on.

1. Potentially less direct traffic to product pages

Does your online shop attract a lot of visitors via the organic product grids? If so, their removal could mean that fewer people land on your product pages directly from these blocks. Some visitors may now come via a comparison site instead.

Whether this actually leads to a reduction in organic traffic or conversions will depend on the individual online shop. It is therefore important to continue monitoring performance closely over the coming period.

2. Organic search results could be given more prominence

Now that product grids are largely disappearing, regular organic search results can take up more space. This means the familiar blue links can become more visible. However, more space in the search results does not automatically mean more clicks or visitors. We are also seeing that the removed ‘ shopping ’ grids are often being replaced by other SERP features.

3. Product data remains important

Even with the new Shopping view, it remains important to keep your product information in order. A well-maintained product feed in Google Merchant Centre and accurate product data remain relevant for your organic Shopping visibility. The same applies to product structured data: structured information on your website that helps search engines better understand your products.

4. Investigating visibility on comparison sites

As comparison sites are positioned differently in search results, it may be worthwhile to investigate whether your product range is listed on relevant comparison sites. In doing so, we look at factors such as the options available, the terms and conditions, any costs involved and how results are measured.

Whether this is of interest to your online shop must be assessed on a case-by-case basis. It is currently too early to draw any general conclusions on this matter.

5. Keeping an eye on local search visibility

Does your online shop also have physical shops? If so, it’s a good idea to check how your branches appear in search results. An up-to-date Google Business Profile and accurate business information provide a good foundation for this. Whether further optimisation is needed depends on the keywords you want to be found for and the local results that Google displays for those terms.

What can you do right now?

As the situation is still evolving rapidly, it is too early to immediately adjust the SEO strategy of every online shop. It is particularly important to investigate what is changing and to continue to monitor developments closely.

These are the key areas of focus:

• Monitor your organic performance. Track how your visibility, visitor numbers and conversions are developing. This allows you to identify changes and investigate them further.
• Analyse the search results for key keywords. Which Shopping blocks appear? Which comparison services are visible? And are the regular organic results being given more space?
• Continue to work on strong category and product pages. Ensure you have relevant content, a logical internal linking structure and a technically sound website.
• Keep your product data up to date. Continue to maintain your product feed, Merchant Centre and structured data.
• Identify relevant comparison sites. Find out where your product range is visible and what terms and costs apply if you are considering participating.
• Check your local visibility. Do you have physical shops? If so, also take a look at your Google Business Profile and the local results for key search terms.

Which steps take priority varies from one online shop to another. That is why it is important to assess the changes against your online shop’s current performance and situation, rather than jumping to conclusions.

In the coming months: what can we expect?

The changes we are currently seeing provide an initial glimpse of the new Shopping view. It is not yet clear what the final layout will look like. The layout of the search results is currently changing almost daily and may shift again in the near future.

The period around Black Friday and Christmas also plays a role here. During these busy months, search behaviour and search results can change, making it more difficult to determine which effects are directly linked to the new Shopping view.

We expect to gain a clearer picture of these structural changes in January, once the busy festive period is over and search results have settled down somewhat. Until then, we will continue to monitor developments and investigate what these mean in practice for the organic performance of online shops.

What does this mean for your online shop?

Google’s organic Shopping results are changing. This may affect the way consumers discover your products, but the ultimate impact on the visibility, traffic and conversions of online shops is not yet known.

At Traffic Today , we keep a close eye on developments. We monitor how search results are changing and analyse what we observe in practice with online shops. This enables us to better determine where attention is needed and when adjustments to the SEO approach are warranted.

Curious to find out how your online shop is performing?

We’d be happy to work with you on your organic search visibility and, together, monitor how changes to Google’ Shopping s affect your online shop.