Ecommerce Product Grids & the Rise of Position Zero for SEO

Ecommerce product grids have become a hot topic in ecommerce SEO circles, gaining significance for online brands. In this post, Fabio, our SEO Account Director, delves into the details of ecommerce product grids and how they, along with Position Zero, can benefit your business.

What are ecommerce Product Grids? 

Product grids, also known as popular products, free listings, merchant listings and product carousels, are visually engaging yet functional tools on ecommerce sites. A well-designed product grid can:

• Increase click-through rates and engagement by making products easy to find and compare
• Streamline the shopping experience, encouraging quicker purchase decisions
• Influence the buyer’s journey by showcasing promotional products, new arrivals, or best sellers

The importance and impact of Product Grids on organic clicks and traffic 

Product grids can dominate up to half of the first page’s organic results, pushing traditional organic listings below the fold. This shift can decrease organic clicks as these grids frequently appear in Position Zero—the top results on search engine results pages (SERPs).

Ecommerce brands can ensure visibility by combining effective product grid design with strategies to capture Position Zero. For example, prioritising products that are frequently clicked and purchased can significantly enhance visibility.

How can ecommerce brands appear in Product Grids? 

Successful product grids leverage data-driven insights to showcase products in ways that maximise conversion. An optimised grid can enhance site metrics such as bounce rate and session duration, contributing to improved SEO performance. Here are some tips for ecommerce brands to appear in product grids:

1. Optimise for Google Merchant Centre: Ensure products are fully SEO optimised with high-quality images, clear return and shipping policies, product reviews and ratings, and detailed tagging.
2. Prioritise Product Grid Visibility: Use data to display products most likely to convert.
3. Master Position Zero: Create high-quality content that directly answers user queries, utilising structured data to increase chances of appearing in featured snippets and AI overviews.
4. Use Google Ads Help Centre: Follow best practices for the Google Merchant Centre.

The rise of Position Zero: What it means for ecommerce 

What is Position Zero?

Position Zero refers to the top spot on search engines, including AI overviews or featured snippets, above all organic listings. Search engines now aim to provide immediate answers before users click on any website.

Position Zero features can include direct answers, summaries, or product lists with images and prices. For ecommerce, this is transformative. Instead of solely relying on organic or paid search rankings, ecommerce sites can use structured data and relevant content to claim this prime spot.

Why Position Zero matters for ecommerce

Position Zero offers more than just visibility; it captures user attention early in their search journey. For instance, a search for “best winter boots for men” might show a featured snippet with a product grid, giving the ecommerce site a competitive edge.

Benefits of appearing in Position Zero:

• Drive more traffic: Being the first result users see increases the likelihood of a click-through
• Increase brand authority: Appearing in Position Zero boosts brand exposure and awareness, positioning your brand as a trusted source
• Boost conversions: The visibility of Position Zero can expedite purchase decisions

However, Position Zero can also reduce overall organic clicks, as more featured snippets and AI overviews push organic listings down the SERPs. It’s essential to balance these strategies, understanding that not all zero-click searches would have converted anyway.

By mastering both product grids and Position Zero, ecommerce businesses can enhance online visibility and drive more organic traffic. Staying updated on SEO trends and Google algorithm updates is crucial for maintaining a competitive edge.

Need help optimising your ecommerce site for product grids and Position Zero? Get in touch with us today to discuss how our expert team can help you achieve your online goals.