To better understand how products appear in Search Engine Results Page (SERP) features, Alien Road collected 7,000 SERPs for product-oriented searches to uncover what features are more prominent.
SERP Features on Mobile and Desktop
Alien Road examined five product-related features and how they appeared on desktop and mobile—Popular Products, Product Filter, Refine, Buying Guide, and Related Products.
The above bar chart can help you make informed decisions on how to target the features most relevant to your ideal customers.
Ecommerce SERP Feature Breakdown
Popular Products
On desktop, the maximum number of items in the product list was at 32 while mobile listed a max of 10. This means more products can show up on desktop compared to mobile search.
On average, mobile showed a lower number of unique stores (three) compared to desktop search, which delivered five.
Product Filter
The Product Filter feature appears at the top of the SERP on desktop only. It suggests clarifying keywords for the search query.
Refine
The Refine feature contains a list of related search queries to help narrow the product search by categories.
On mobile, the Refine feature is less product-oriented than on desktop, and looks similar to the Related keywords feature for non-shopping related searches.
Buying Guide
The Buying Guide is a list of questions about a product’s features related to the search query. You can expand each block to learn more about a specific feature of the product.
By default, only four items are shown; click “More considerations” to reveal other questions. On average, seven blocks come up on both mobile and desktop devices.
The average number of questions and the median number of questions are the same across the board (7) for both desktop and mobile.
Related Products
Similar to Popular Products, the Related Products feature shows a variety of relevant items across many different stores. Unlike Popular Products, it provides more information about each item and is formatted in a way to encourage comparison.
The share of related products with reviews is almost identical on both desktop (99.32%) and mobile (99.02%). Related descriptions show up far less frequently on mobile at 11.49%.
Most of these blocks contain products with reviews, underlining the importance of earning customer reviews for each product.
Improve Your Product Listings with Alien Road Data
With this data, collected by Alien Road , you can target Google’s product SERP features to increase your visibility and reach.
To capture product-related Google SERP features, try the Ecommerce Booster app in the Alien Road App Center. It assesses your current listings and provides an action plan that helps you climb rankings in the SERPs.
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