Do you rank in position 1 or 2 on Google for your main keywords but are still losing organic search traffic every month? You’re not alone.
This is a very common challenge facing e-commerce brand owners and marketers as search engine results pages (SERPs) evolve.
To tackle this issue, you need to start by asking yourself: have you searched for your target keywords to see what the results look like? Many haven’t, and this oversight can be costly. Let’s dive into why organic search is shifting and how you can adapt your SEO strategy for 2025 to stay ahead of the curve.
The Shift in Organic Search: What’s Happening?
One big thing that has changed is that search engines are prioritizing features designed to give users instant access to information. This reduces the need for them to click through to websites. Some of these features include:
- AI Overviews: Summarized answers at the top of the SERP, often pulling data directly from websites.
- Organic Shopping Results: Product listings are put directly in the search results, providing details like pricing, ratings, and availability.
- Video Carousels: Video snippets from platforms like YouTube or TikTok, answering user queries visually.
- Knowledge Panels: Quick-reference boxes with detailed information about entities, such as brands or products.
While these features enhance the user experience, they also create challenges for e-commerce brands, like yours, by intercepting traffic that would otherwise visit your site.
Is SEO Dead?
So, is it? Absolutely not! While traditional metrics like organic clicks might be declining, good SEO is still vital. It’s no longer just about ranking on page one, though; it’s about visibility across various search features. Showing up in these results builds brand awareness, positions your brand as an authority, and keeps you in the consideration set for potential customers.
Building a Future-Proof E-commerce SEO Strategy for 2025
So, what should you do? In order to thrive in this evolving landscape, focus on strategies that adapt to search engines’ priorities while maximizing your visibility across all touchpoints.
1. Optimize for Featured Snippets and AI Overviews
Featured snippets are prime real estate in search results, often appearing above organic listings. To capture these spots:
- Use structured data to mark up your content, helping search engines understand it better.
- Write concise, authoritative answers to common questions in your industry.
- Organize your content with clear headings and bullet points.
Example: If you sell outdoor gear, create a blog post that answers, “What is the best cooler for a camping trip?” Include a short answer at the top of the page with detailed reviews below.
2. Leverage Organic Shopping Features
Product listing features in SERPs are growing. Ensure your product pages are optimized to appear in these results by:
- Using high-quality images and accurate product data.
- Implementing schema markup for e-commerce (this is things like product, price, availability, and review schema).
- Keeping your product feed updated on platforms like Google Merchant Center.
3. Invest in Video Content
Video is increasingly featured in search results, offering opportunities to capture attention. To make the most of this:
- Create short, engaging videos that answer specific queries.
- Optimize video titles, descriptions, and tags for SEO.
- Host your videos on platforms like YouTube, which often dominate video carousels.
Stat: According to a Wyzowl survey, 84% of people say watching a video has convinced them to buy a product or service.
4. Focus on Brand Visibility
Even if fewer clicks are coming from SERPs, consistent visibility across AI overviews, knowledge panels, and other features can drive brand recognition. To enhance your visibility:
- Build a robust content library that demonstrates your expertise and authority.
- Encourage backlinks from reputable sources to boost your domain authority.
- Claim and optimize your Google Business Profile to appear in local packs and knowledge panels.
5. Prioritize First-Party Data Collection
As search features reduce organic clicks, capturing user data when they do visit your site becomes really important. So, you need to implement a few things:
- Exit-intent popups offering discounts in exchange for email subscriptions.
- Interactive tools like quizzes to engage users and collect insights.
- Loyalty programs that reward repeat customers and encourage sign-ups.
6. Analyze and Adapt
Regularly audit your SERP performance to identify trends and adjust your strategy. Tools like Google Search Console and third-party platforms like Ahrefs can help track changes in:
- Keyword rankings
- Click-through rates (CTRs)
- Impressions in search features
Tip: Set up alerts for your core keywords to monitor any significant shifts in rankings or SERP features.
Embrace the New Reality of SEO
So, SEO isn’t dead–it has just changed. The shift in organic search signals a transformation. By adapting your strategy to align with new search features and user behaviors, you can continue to drive value for your e-commerce business.
Remember, visibility matters just as much as clicks. A strong presence across various search features positions your brand in the minds of consumers, leading to direct traffic, conversions, and long-term growth.
Key Takeaways
So, what do we need to keep in mind moving forward?
- Search engines are increasingly focusing on instant answers through AI overviews, organic shopping results, video carousels, and more.
- Good SEO now involves optimizing for visibility across these features, not just traditional rankings.
- Strategies for 2025 include optimizing for featured snippets, leveraging video, and building brand awareness through consistent visibility.
- Use tools to monitor changes in SERPs and adapt your approach accordingly.
By staying proactive and forward-thinking, your e-commerce brand can navigate the evolving landscape of organic search and thrive in the years to come.
Greg is the founder and CEO of Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter and connect with him on LinkedIn.
