Belu Ibarra

If you're in Ecommerce or do Ecommerce SEO for established retailer you want to read this: Another likely consequence of Google's SGE based on its current interface in Beta: Established Brand retailers PLPs will lose organic search traffic that *won't* likely only go to their own PDPs (!) ... but also to other online stores offering the product. This is traffic that they pretty much owned, going to the brand retail PLP. Here's why: If you do SEO for an established retail brand you know how important branded searches are, a very *high* share of the organic search traffic will come from: [Brand Name] + [Product Line/Category Name], eg: Nike Sneakers, North Face Hoodie. These queries will be ranked in top positions by the brand online store relevant categories/PLPs easily. It's pretty much traffic they have historically "own" and little need to optimize for. But now? Not so much. Google is generating a PLP like experience in the SGE snapshot directly, with an overall product description and showing the relevant brand products directly there in a clickable product carousel like format... but when you click on any of the brand products, it shows a product knowledge panel that won't only show results from the PDPs of the "brand" site, it will show also PDPs from any online stores/ditributors/etc. that also offer those brand products and optimize their feeds/structured data well to appear there. Now that commercial, mid funnel, branded organic search traffic that used to go to major brand retail PLPs? A good share of it will be spread across its own PDPs as well as third party online stores PDPs that offer them and optimize them well 😅 Ecommerce: This is the time to optimize your PDPs! 🫡