E-Commerce SERPs: Product Results and Merchant Analysis

Google SERPs for e-commerce search results more and more resemble website category pages. Over the last couple years, the addition of Product packs (product grids), search filters in the left sidebar, search refinement pills at the top, Buying Guide dropdowns, and Things To Know dropdowns, e-commerce SERPs have never been more richly packed. Chris Long from Go Fish Digital wrote up a great article about this over on Search Engine Land.

Product Pack and Product Results Growth:

The biggest change has been the growth of the Product Pack. Sometimes you can find 4-6 Product Packs on a single SERP which can add up to 60+ individual products that a searcher can click on. Here is a SERP that has 60 organic products listed:

Looking at ~5,000 e-commerce phrases related to garden seeds and flowers, you can see that the number of unpaid product results have increased fourfold from ~20,000 to ~80,000.

Analyzing Product Results:

Since unpaid product results are so prevalent these days, are you aware how often you or your competition is showing up in these product packs?

Monitoring Product Results With Nozzle

We created a new Looker Studio report that analyzes all of the Product Results across all of the SERPs you are tracking in Nozzle. Click here to go to the template or look at the three images below.

Highlights:

• see which Merchants show up the most in product results across all your phrases
• see which Merchants get the most Estimated Traffic from product results
• see what percentage of time product packs show up in the top 3 positions

Here is a short video walking through the three pages of this report to help you more quickly understand the power of it.

Take Note:

This is just the beginning of e-commerce SERP reports. We can report on anything you see in the product results; so if there is something you’d be interested in analyzing let us know (shipping info, price, ratings, availability, deals, etc.)