Is Your eCommerce Site Losing Product Page Visibility in Google?

Notice your product pages slipping in Google’s SERPs? Don't worry, you’re not alone. eCommerce sites in Australia are seeing category and collection pages steal the spotlight, pushing product pages further down the rankings. Whether it's a drop in traffic, slipping rankings, or declining revenue, Google’s evolving search features could impact your bottom line.

Thinking it’s time for that Enterprise SEO strategy…?

Let’s break down why this is happening, how it’s affecting your organic performance and revenue, and what you can do right now to adapt your SEO strategy - and stay ahead.

Category Pages Are Dominating the Rankings

Industry studies have shown that category pages are now outperforming product pages in organic search. Why? It all boils down to search intent. Category pages can target a wider range of keywords and, in turn, drive more traffic. They can rank for more generic search terms like “summer dresses” or “running shoes,” while individual product pages often only rank for very specific queries.

A study of 30 top eCommerce sites found that category pages averaged 19% more ranking keywords and 413% more estimated traffic than product pages.

In other words, Google is increasingly showing category pages in search results because they allow users to browse multiple products at once. This is something individual product pages simply can’t match in terms of keyword breadth.

So, what does this mean for you?

If you’re focusing solely on optimising product pages, you might be missing out. Category pages have become the real traffic drivers. But don’t worry, there are ways to adjust and take advantage of this shift.

How This Impacts Your Traffic and Revenue

Here’s where it gets interesting.

As category pages gain visibility, your product pages lose their ranking power. This means fewer organic sessions landing on your product pages, and (possibly!) a decline in revenue.

Let’s say you used to rank high for “summer dresses.” If Google now ranks your category page for that term instead, you’re likely to see more traffic to the category page, but it might lead to lower sales. Users are now one click away from the product page, and some might get distracted or leave.

Retailers have noticed this shift. Some even report a decrease in traffic as Google adds new shopping features like product grids and free product listings. If you’re not included in those grids, your product pages could be pushed further down the page or even out of sight entirely.

This is likely the reason your product pages are slipping in rankings. But don’t panic, it’s all about adapting your strategy.

Google’s Algorithm Updates and New Features Are Changing the Game

Google has been shaking up its algorithms and SERP features. The biggest change for eCommerce sites? The rise of organic product listings like the Popular Products grid, Google’s answer to direct product searches.

The Rise of Product Grids

These grids showcase images, prices, and ratings directly in search results and are starting to push traditional organic listings further down the page. For eCommerce brands, this means product pages aren’t just competing with category pages anymore; they’re competing with Google’s listings.

In some cases, Google’s product listings take up half of the first page, leaving little room for traditional links. (Google Organic Product Grids: How Ranking Works - Brodie Clark Consulting)

For an eCommerce site that used to hold the #1 spot for a product search, having the Popular Products grid show up can mean their product page gets pushed down. This is especially tough if you’re not showing up in the grid.

Core Algorithm Updates

On top of that, Google’s focus on content quality has changed the way it ranks pages. If your product pages are thin on content, for example, they just have a manufacturer’s description or a generic product overview, Google might deprioritise them in favour of category pages that offer more comprehensive content.

What Does This Mean for Your eCommerce Strategy?

Product pages with thin content won’t cut it anymore. Google is prioritising pages that provide value to the user. If your product pages have basic descriptions, it’s time to go deeper.
Category pages are more important than ever, so it’s crucial to optimise them well. Focus on content that adds value, contextual information about the collection, internal links, filters, and helpful buying guides.
Category pages act as navigational tools for users looking to browse within a specific category, giving Google a clear signal of relevance.

When it comes to eCommerce SEO, category pages are becoming the focal point. By targeting high-volume search terms and offering broader content, category pages have the potential to drive much more traffic than individual product pages. This shift is especially evident in the way Google has redesigned its SERPs to resemble an Amazon-like shopping experience, where users can scroll through various product options directly from the search results page.

New SERP Features and Their Impact on Product Page Visibility

Google has also introduced new shopping features that are pushing product pages further down the organic rankings. These features include the “Popular Products” grid, which showcases a selection of products directly in the search results. If a product is featured in this grid, it gets a prominent placement above traditional organic listings. However, for retailers who are not part of these listings, product pages can quickly lose visibility.

In addition, Google has rolled out AI-powered shopping summaries and price comparison tools, which aggregate product information from multiple sources. While these provide a more convenient experience for shoppers, they often result in product pages getting displaced in the rankings.

Why Your Impressions May Be Up, But Clicks Are Down

If you're noticing a rise in impressions but a drop in clicks, you’re not alone. This shift is likely due to the new SERP shopping features that are changing how your products are being displayed in Google’s search results. Your product might be showing up in these new grids or AI-powered summaries, but users aren’t necessarily clicking through to your site.

Even though you're getting more exposure via Google’s “Popular Products” grid or the AI summaries, the users might be clicking on the grid itself or browsing multiple products directly in the search results. Your products are visible, but traffic isn’t landing on your page, thus not converting into clicks and sales.

How to Adapt and Stay Ahead of the Curve

Good news - you don’t have to just sit back and let these changes happen. Here’s how to optimise both category and product pages so they work together and keep your traffic (and revenue!) on track:

1. Optimise Your Category Pages for Broader Search Terms

Category pages are your new best friend - and main traffic drivers. To get the most out of them, make sure they’re fully optimised with relevant keywords, descriptions, and internal links. This will help you rank for a wider range of search terms. Add filters, sorting options, and buying guides to make these pages more valuable to users and Google.

Create Unique, Value-Driven Content: Add unique, keyword-rich content above the fold and below the collection of category pages. Focus on useful product details, key features, and what differentiates your offerings, include FAQs, and use engaging H2s and H3s to structure the page for SEO.
Implement Strategic Internal Linking: Link to related subcategories, featured product pages, and relevant blog content to improve navigation and search rankings. Internal links also help distribute authority across your site.
Optimise for Search Intent: Ensure category pages are targeting high-intent, broad keywords like "best running shoes" rather than specific product names. Use structured data (schema markup) to help Google display rich results like breadcrumbs and ratings in SERPs

2. Leverage Google Merchant Center for Free Listings

If you haven’t integrated your product feed with Google Merchant Center, now is the time. Merchant Center allows you to showcase products in Google's free organic product listings like the Popular Products grid. This integration gives your products prominent visibility directly within Google’s search results, making it an essential tool as traditional organic listings become increasingly crowded.

Enhanced Visibility: Your products appear visually with images, prices, and ratings, making your listings more attractive and noticeable to potential customers.
Direct Traffic Opportunities: Users can click directly on your product listing from Google’s SERP, increasing traffic opportunities even if your traditional organic product listings are declining.
Competitive Advantage: Take advantage of Merchant Center, you can stand out and potentially capture traffic from competitors who aren’t present in the product grids.

3. Enhance Your Product Pages with High-Quality Content

If your product pages are lacking, now is the time to beef them up. Add detailed descriptions, high-quality images, customer reviews, and FAQs to improve user engagement. The more helpful your product pages are, the more likely they are to rank well, even if category pages are dominating the results.

Stand Out With Unique Product Descriptions: Using manufacturer descriptions? So are your competitors. That means your product pages aren't offering anything different to Google or your customers. Rewrite descriptions to be original, detailed, and customer-focused.
Use High-Quality Images and Videos to Build Trust: Shoppers want to see clear, high-resolution images before they buy. Don’t rely on stock photos; use multiple angles, zoom functionality, and lifestyle shots to show products in action.
Make Your Product Pages Work Harder: Your product pages shouldn’t just rank; they should convert! Use structured data (schema markup) to get star ratings, pricing, and availability displayed in search results.

4. Track Performance by Page Type

Monitor how your category pages and product pages are performing separately. If you’re noticing more traffic going to category pages, you want those visitors converting into sales. Use Google Analytics to identify shifts in user behaviour and adjust your strategy accordingly.

Embracing the Shift in eCommerce SEO

Here’s the deal: The eCommerce SEO landscape in Australia is changing, and category pages are taking the lead. This doesn’t mean product pages are dead; they’re facing more competition from Google’s shopping features. By adapting your strategy and optimising both category pages and product listings, you can ensure that your site performs well in Google’s evolving SERPs.

Now is the time to focus on high-quality content, optimise your category pages, and leverage Google’s product grids to make sure your products are getting the exposure they deserve. Don’t let the changes in Google’s algorithm catch you off guard. By adapting to these changes and keeping up with Google’s latest updates, you can continue to capture traffic and drive revenue despite the shifting search landscape.

Ready to future-proof your eCommerce SEO strategy?

Don’t let your product pages fade into the background. With Google’s SERPs evolving fast, now’s the time to double down on smart SEO moves. Need help optimising your category pages, boosting visibility in product grids, or navigating Google Merchant Center?

Let’s chat. Our team of SEO specialists is here to help you adapt, compete, and grow.

Sources:

Brodie Clark, “Google Organic Product Grids: How Ranking Works,” BrodieClark.com – explains the rise of organic product grids and their impact on SERP real estate (Google Organic Product Grids: How Ranking Works - Brodie Clark Consulting)
Swipe Insights, “Organic Product Grids' Prevalence Across Regions,” Apr 2024 – notes that Australia saw a significant increase in mobile product grids, affecting organic visibility for commercial queries (New SEO Data Reveals Organic Product Grids' Prevalence Across Regions).
AX Semantics Whitepaper – highlights a study where category pages outranked product pages, with 413% more traffic and significantly more keywords on average (White Paper: Personalized E-Commerce & the Impact for Product Pages).
Search Engine Land, Chris Long (Oct 2024), “Google is becoming your new category page,” – discusses Google’s shift to an Amazon-like SERP for shopping queries and the need for retailers to adapt (Retailers: Google is becoming your new category page)
Alpha Digital (Australia) Blog, Liam Challoner (May 2024), “Organic Product Grids & Free Listings,” – reports ~10% of mobile searches in Australia now show popular products and notes the March 2024 visibility spike for participating retailers (Organic Product Grids, Free Listings & Optimising Google Merchant Center)
Webselect.net, “December 2024 Core Update,” – mentions eCommerce sites seeing visibility declines, likely due to thin product content being devalued in favour of higher-quality pages (Google's 2024 December Core and Spam updates hit)