Google Becomes Merchant Marketplace in US with New Search Features

Google has incorporated two main Search Features that have contributed to its transformation into a merchant marketplace in the US for product-related queries:

1. Filter By Sidebar - This feature allows users to refine their search results based on various criteria directly from the search page.
2. Product Carousels + Knowledge Panel - These features display products in a carousel format and provide detailed information about products through the Knowledge Panel.

PLPs (Product Listing Pages), Categories, and Facets pages might not be experiencing growth or might even be losing non-branded organic search traffic due to Google's Search Features. The Filter By Sidebar and Product Carousels + Knowledge Panel incentivize users to visit Product Detail Pages (PDPs) directly, bypassing the traditional PLPs and category pages that typically capture this type of traffic.

When comparing the Search Engine Results Pages (SERPs) for product queries such as "wireless bluetooth headphones" or "backpacks for running" in the US versus countries like Australia, a notable difference is that in the US, users are incentivized to visit Product Detail Pages (PDPs) directly. This is due to the presence of features like Filter By Sidebar and Product Carousels + Knowledge Panel, which are not as prevalent or may not exist in the SERPs of other countries.

Businesses should prepare for the eventual worldwide release of Google's merchant marketplace features by focusing on their Product Detail Pages (PDPs). This means enhancing the content, optimizing for search engines, and ensuring that the PDPs offer a compelling and informative user experience. By doubling down on your PDPs, businesses can better position themselves to capture traffic that may otherwise be directed by Google's Search Features.