With the launch of Google Search Labs in May last year – amid the rise of new generative AI services, such as ChatGPT – a number of new search tools now operating on the world’s favourite engine bring some challenges but, arguably, even more opportunity for retailers.

An enhanced user experience via the likes of Overview, Lens and Shopping – which has cut through hours of time previously spent following site links and manually comparing options and/or opinions – has drastically shortened the online researching and purchasing funnel.

But as well as making life easier for consumers, Google’s integration of AI can bring great value for retailers prepared to make the necessary tweaks to how new and existing content is displayed, tagged and marked up.

There’s been some reported downsides for some of Google’s SEO advertisers – with Overview attributed to the rise in ‘zero-click’ searches. This is most often for general investigative searches: When should I worry about a rash? What is breadcrumbing? Why is Trump the worst person to have ever presided over the USA?

Where it impacts retailers is that Overview features at the top of results, which may push paid ads and high organic search results further down the screen.

But at Shout Digital we believe there are ways to optimise your content to connect it to results within Overview summaries and, arguably, land more highly qualified leads.

Perhaps even more compelling are the ‘tricks of the trade’ that can help you get more out of Google’s Shopping and Lens functions, which can bring shoppers even closer to your point of sale.  

This requires changes in how you are presenting your content – and ensuring legacy content is optimised to perform well across Google.

Currently around 65 per cent of the local market is using Chrome as their default search engine but any optimisation should aim to benefit future or alternative search engines as well.

An experienced digital agency can help you find ways to do that within your marketing budget. Here are examples of the steps you might look at taking:

1. Overview

To have the best chance of benefitting from Overview, you need to optimise both UX and SEO performance because – at their core – generative tools exist to benefit the user.

Consider the true ‘search intent’ of the user to home in on target keywords and create content that directly responds to that intent.

You’ll also need to present content for ‘easy reading’ with less copy and more visual elements and illustrations. Whilst also improving technical aspects like page, speed, navigation, internal linking and mobile optimisation.

To further help Google connect and share your site’s content, you should implement a strong internal linking strategy, use schema markup for better page categorisation and aim to include backlinks from relevant, reputable websites.

Reputation – or what others are saying about you – matters a lot with AI generative content. Whether that’s via reviews, mentions on other sites or PR articles about your products or services – third-party endorsement will impact your success in Overview.

2. Lens + Shopping

These tools save consumers a lot of time. A right-click image search enables people to instantly see who’s selling and make price comparisons for items they already want. It has rapidly and dramatically changed online research and e-commerce purchasing behaviour – with online conversion rates reported to be on the increase.  

Lens and Shopping search not only the basic shape and dimensions of a picture, but specific materials, precise colour descriptors, live data around stockist location and availability, and delivery options.

Retailers can connect to these ‘purchase-ready’ customers by ensuring visual assets are well presented and adequately programmed.  

Product pages and listings must include high-definition images with additional schema markup – such as specific RGB colour codes. Clear descriptors on materials, performance features and usage – such as ‘satin’ or ‘water resistant’ or ‘formal wear’, will also enable Google’s tools to prioritise their products in result findings.

How do I pay for this?

You may be wondering how you’ll pay for this extra digital fine-tuning.

The answer probably lies in spending a little less on Google ads (given they’ve taken a small hit from the arrival of AI) and redirecting that spend on tweaking your digital content to ensure it’s better optimised to benefit from Google’s processes.  

It’s easy to spend money on paid ads because the ROAS is readily visible. However, the opportunity cost, whilst harder to calculate precisely, for those who don’t lean into generative AI could be missing out on customers ready to hit the ‘buy’ button now!

You can’t beat the search engines. You’ve got to adapt with them and ensure you’ve got the right digital expertise guiding you as you go.

• Shout Digital is an expert in paid digital and social media advertising, SEO and e-commerce. Visit the company at Stand 99 at Retail Fest from May 28-30 at the Gold Coast Convention Centre or learn more at www.shoutdigital.com.au.