Is Google becoming the new category page?
Many in the SEO industry think so. By all our observations since Google’s rollout of enhanced shopping filters, it looks like that’s the case.
For years, e-commerce SEO was built around category pages ranking for broad keywords like “hockey sticks” or “fly rods.” But Google has changed the game with their shopping pages—prioritizing individual product pages and shifting power to product feeds, structured data, and user-driven filters. As the saying goes, “If you don’t like the weather, just wait a few minutes,” so goes Google’s SERPs.
Or, as our Director of Search Marketing and Analytics, Dan Ciardi, put it, “Retailers who ignore these SERP changes risk fading into search invisibility. While the features are new, adapting to changing SERPs is the job we signed up for. And just like before, following best practices will get you most of the way there.”
So what are those best practices and strategies that can future-proof your online retail strategy? Let’s start by looking back so we can understand how things have evolved.
Google Shopping Pages: What’s Changing?
Google has been quietly reshaping e-commerce search results for the past few years.
If you have recently searched for those terms I mentioned earlier, like “fly rod” or “hockey stick,” you have seen the shift firsthand. Instead of traditional search results, Google now prioritizes product grids, buying guides, and People Also Asks (PAAs) at the top of the page.
Users can refine results with filters for price, features, and brand. Clicking on a product expands a right-side panel with pricing, reviews, and store availability—without requiring a visit to a retailer’s website. Users can also dive into more informational content if they’re undecided.
But one major thing is missing from this experience: category pages.
Why Is Google Prioritizing Product Pages?
This shift is not random—it is Google’s direct response to Amazon’s dominance in e-commerce search.
In 2023, 50% of product searches started on Amazon instead of Google. That’s a lot of traffic Google is missing out on. And not just traffic, but lucrative traffic: People searching for products who are bottom-funnel, looking to buy.
This means category pages have lost some of their dominance in search (though they remain an important piece of the puzzle). With the rollout of shopping features on Google, product pages, product feeds, and structured data matter more than ever.
If your e-commerce SEO strategy revolves around category pages, it is time to give product pages the attention they deserve.
How To Optimize for Google Shopping Filters
1. Treat Product Pages Like Your New Homepage
Google is no longer just indexing product pages—it is deciding which ones deserve top placement.
That means every product page must be optimized as if it’s the most important page on the topic of that product.
Here are some product page SEO essentials:
- Use structured data (schema markup), including Product Schema, Reviews, and Pricing Markup, to ensure Google extracts the right details.
- Compose high-quality product descriptions that are unique, keyword-rich, and built for search filters, such as “fast-action, 9’ 5-wt, trout fly rod.”
- Include multiple high-resolution images to align with Google’s visual search preferences.
- Prioritize fast, mobile-optimized pages, as Google favors quick-loading, mobile-friendly e-commerce pages.
- Check Google Merchant Center Free Listings eligibility to ensure products appear in both paid and organic shopping results.
2. Leverage Product Feeds for Maximum Visibility
Many retailers assume that Google Shopping Ads are the only way to gain product visibility.
That is not the case.
Google now pulls organic product listings from Merchant Center feeds, which means the quality of a product feed is just as important as traditional on-page SEO.
A well-optimized feed can make a significant impact because Google Shopping filters prioritize structured data. A more complete feed increases organic visibility, and detailed product attributes provide more opportunities to rank in shopping grids.
To improve rankings, retailers should ensure that their Google Merchant Center product feed is fully optimized with detailed titles, descriptions, pricing, and availability. Long-tail keywords should be integrated into product titles and descriptions to align with filtered search terms.
3. Optimize for Search Filters and Long-Tail Keywords
Broad keywords such as “fly rods” or “hockey sticks” have long been the most effective way to appear at the top of the SERPs for shopping-focused searches. Google’s shopping filters act as a second layer of search, meaning users refine broad queries into specific product-driven searches.
For example, a user searching for “fly rods” can immediately filter results by rod length, brand, price, or material.
Retailers that optimize for these attributes will appear in filtered search results, while those that do not will become invisible.
Retailers should use Google’s Search Console to find high-converting long-tail keywords related to their products and integrate them into product pages and feeds.
4. Build Authority with Reviews and PR Mentions
Google prioritizes retailers that demonstrate credibility and trustworthiness.
To boost rankings, retailers should:
- Encourage verified reviews, as Google pulls ratings from third-party sources.
- Leverage customer photos, testimonials, and other user-generated content to add credibility.
- Get featured on high-authority sites, such as PR mentions and guest features, to increase trustworthiness.
- Implement structured review markup to ensure that Google pulls customer ratings into rich product snippets, increasing visibility.
The Future of Google Shopping SEO
Retailers cannot expect Google to revert to its old e-commerce search model, where category pages dominated rankings.
If retailers want to remain competitive in this product-first search landscape, they need to:
- Focus on product pages as much as category pages, or even more so if your category pages are strong.
- Optimize structured data and product feeds.
- Target long-tail keywords and filtered search terms.
- Build trust with reviews and authoritative mentions.
Retailers that adapt now will be the ones that succeed as Google continues refining its e-commerce search experience.
Need Help Ranking in Google’s Shopping Pages?
At EightOhTwo, we specialize in SEO strategies that drive revenue—without the guesswork. Retailers who want to ensure their brand remains visible in Google’s evolving product-driven search experience should reach out for a customized SEO strategy. Contact us today to develop an e-commerce SEO plan designed for long-term success.
