Generative answers are changing how people use Google. Search queries are becoming longer and more specific, often incorporating multiple questions at once. Google aggregates information while linking to relevant websites.
The content for these answers still comes from Google’s existing index. Therefore, the standard requirements apply to AI-driven search as well: Google must be able to find, crawl, index, and classify a page as helpful.
Terms like AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are frequently appearing these days. While they help facilitate discussions about new search interfaces, they change little regarding practical e-commerce work. Anyone who has previously neglected technical SEO, quality content, or a clear site structure should start there.
Good product information isn't always enough
Many product pages feature prices, technical specifications, and brief descriptions. While important, this information doesn't answer every question a customer might have before making a purchase decision. Especially with products that require expert advice, interested buyers look for specific guidance:
- Which variant is best suited for a particular use case?
- How do similar products differ from one another?
- Which technical features are relevant to the selection process?
- Which products, accessories, or components are compatible with each other?
- What should be considered before purchasing or during use?
Questions like these cannot be answered simply by creating a multitude of similar texts. Google explicitly advises against creating content solely for the sake of targeting potential search variations or AI-generated answers.
A clear site structure makes more sense. Product pages explain the specific offering, while category pages assist with selection. Guides, comparisons, and application examples help with more complex decisions. This creates a body of information that genuinely helps users.
Showcasing in-house expertise
Many small and medium-sized enterprises possess knowledge that isn't found in manufacturer data or standard product descriptions.
Insights gained from consulting, service, project work, or product development can make content significantly more helpful.
These might include, for example:
- Selection guides for typical use cases
- Information on compatibility and product variants
- Explanations of technical specifications
- Practical examples regarding installation, usage, or maintenance
- Original images and videos showing the products in use
Such content does not need to be lengthy. What matters is that it answers specific questions and remains easy to understand.
An example: A product page for technical components does not benefit from more general descriptions. It becomes more useful when it explains the prerequisites for use, which variants are compatible, and what factors to consider when making a selection.
Technical aspects remain a key part of SEO for AI search
Helpful content can only be taken into account if Google can reliably crawl and index it. That is why technical SEO remains a crucial component.
Four points are particularly relevant for online shops.
Important pages must be accessible
Product, category, and guide pages should be accessible via navigation and internal links. Content accessible only through filters, JavaScript interactions, or hard-to-find menus should be reviewed.
Clear internal linking helps visitors navigate the site. At the same time, it makes it easier for Google to categorize important topics and pages.
JavaScript content should be monitored
Many shops use JavaScript for product lists, variants, filters, and content on product detail pages. Google can process JavaScript, provided nothing is blocking it. Nevertheless, a targeted review is worthwhile.
It is important to ensure that product information, internal links, metadata, and structured data are not only visible in the browser but can also be processed by Google.
User guidance affects page quality
Long loading times, overlaying banners, or cluttered product pages hinder usability. In e-commerce, this particularly affects product detail pages, filters, the shopping cart, and the checkout process.
Key information should be accessible without unnecessary steps. This includes price, availability, variants, delivery details, technical specifications, and suitable accessories.
Duplicate pages should be minimized
Filters, sorting options, variants, and URL parameters often generate very similar pages. This can clutter navigation and provide Google with additional URLs to crawl.
Canonical tags, clear indexing rules, and structured internal linking help consolidate relevant pages and reduce unnecessary variants.
Structured data remains highly valuable and important
Structured data helps Google better categorize information such as price, availability, ratings, and product features. Consequently, it remains a valuable component for online shops.
However, Google does not require specific AI markup for generative AI features. Nor does using a specific schema.org format automatically guarantee that a page will appear in an AI-generated response.
It is crucial that structured data is implemented correctly and matches the information visible on the page. The same applies to product data in Merchant Center; price, availability, shipping information, and product features should be kept up-to-date and consistent.
