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Google’s artificial intelligence overhaul is changing e-commerce search visibility

Posted on by darion

An analysis of 25,000 e-commerce queries by Bartosz Góralewicz, founder of Onely, reveals the impact of Google’s artificial intelligence reviews on search visibility for online sellers.

The study showed this 16% e-commerce queries now return an overview of artificial intelligence in search results, which it takes into account 13% the total number of searches in this sector.

Especially, 80% sources listed in these AI reviews don’t rank organically for the original query.

“Taking places 1-3 gives only an 8% chance of being a source of AI reviews,” Góralewicz said.

Move towards “accelerated” product experiences

International SEO consultant Aleyda Solis analyzed the disconnect between traditional organic ranking and consideration in AI reviews.

For product-related queries, Solis says, Google prioritizes an “accelerated” approach rather than summarizing currently ranking pages.

She commented on Góralewicz’s findings, stating:

“…instead of providing high-level summaries of what is already ranking below you organically, Google e-commerce ‘speeds up’ the experience by already showing you what the user will receive next.”

Solis explains that for queries where Google previously ranked category pages, reviews and shopping guides, it now bypasses this level of results using AI reviews.

Assessing the impact of artificial intelligence on traffic

To help retailers assess their exposure, Solis released a spreadsheet that analyzes the potential impact of AI overhauls on traffic.

As Góralewicz notes, this may be an initial rollout, speculating that “Google will expand AI reviews for high-cost queries after enabling ads” based on data showing they are currently excluded for high-cost-per-click keywords.

We expect a detailed e-commerce and publishing report from Góralewicz and Onely soon with additional information on this search trend.

Why does SEJ care?

AI reviews represent a shift in how search visibility is achieved on e-commerce sites.

Since most reviews now pull product data from unranked sources, the traditional link between organic rankings and search traffic is being disrupted.

Retailers may need to adapt their SEO strategies to the new search environment.

How it can benefit you

AI overhauls, while unsettling for established brands, create new opportunities for retailers to gain visibility without competing for the most commercially valuable keywords.

E-commerce sites can potentially bypass traditional ranking barriers by optimizing product data and detail pages for “accelerated” display of Google products.

The detailed assessment framework provided by Solis enables sellers to audit their exposures and prioritize optimization needs accordingly.

Frequently asked questions

What are the key takeaways from the analysis of AI reviews and e-commerce queries?

Góralewicz’s analysis of 25,000 e-commerce queries showed:

  • 16% of e-commerce queries now return an AI review in search results.
  • 80% of sources listed in these AI reviews have no organic ranking for the original query.
  • Rankings 1-3 have only an 8% chance of being an AI review source.

These insights reveal significant changes in the way e-commerce sites must approach search visibility.

Why do AI reviews pull product data from unranked sources and what does this mean for retailers?

Google’s AI Reviews prioritize “accelerated” experiences over summarizing currently ranked pages for product-related queries.

This change focuses on directly showing what users are looking for, rather than traditional organic results.

For retailers this means:

  • The need to optimize product pages outside of traditional SEO practices, taking into account AI review data requirements.
  • Opportunities to gain visibility without having to achieve top organic rankings.
  • Ability to bypass traditional ranking barriers by focusing on better integration of product data.

Retailers must adapt quickly to remain competitive in this changing search environment.

What practical steps can retailers take to assess and improve the visibility of their search results in light of AI review disruptions?

Retailers can take several practical steps to assess and improve their search visibility:

  • Use the spreadsheet provided by Aleyda Solis to assess the potential traffic impact of AI reviews.
  • Optimize product and detail pages to match the data and presentation style preferred by AI reviews.
  • Continuously monitor AI review changes and updates, adapting strategies based on new data and trends.

These steps can help retailers understand the impact of AI reviews and maintain or improve search visibility.

Featured image: Marco Lazzarini/Shutterstock