Organic product grids (also called “popular products” or “free listings”) hold a strategic place in Google search results. For e-commerce sites, ranking there can generate exceptional visibility without spending on ads. But how exactly is the ranking of these grids determined and how can you make the most of them? Here’s a breakdown based on field analyses and Google’s latest changes.
Key takeaways:
- Organic product grids are rapidly expanding and occupy up to 50% of the visible mobile screen in some countries.
- Eligibility in Merchant Center is crucial to appear in these free results.
- The grid type and the exact match with the searched product directly influence ranking.
- Criteria such as product titles, reviews, price, or return policy can make the difference between first and fourth position.
This article in audio format
This article in audio formatOrganic product grids: a new SEO playground
Since 2023, Google has ramped up the rollout of organic product grids in its SERPs, especially on mobile. In the United States they appear in 15% of search results; in the UK and Australia the growth is particularly rapid. These elements let multiple products be displayed directly in the results, often as carousels or visual grids. The goal: encourage users to click!
1. Ensure your products are eligible
This is the essential first step. To appear in a grid, your products must be recognized as “valid” in Google Merchant Center and meet the data structure criteria. A common problem is using the AggregateOffer property instead of inProductGroupWithID, which can block eligibility. Check your reports in Google Search Console to fix errors.
2. Understand the types of grids
Google offers several grid variants depending on search intent:
- Popular products : the most frequently searched.
- Special offers : products with significant discounts.
- Fast delivery / in-store pickup : products available immediately.
- Products available in nearby stores : for physical stores.
Identifying the type of grid you can rank in based on your offering is a key step in your SEO strategy.
3. Provide an exact product match
To have any chance of appearing in a product grid, Google must be able to precisely match your product listing to the user’s query. That requires clear product identifiers (GTIN, MPN, etc.), exact model names, and accurate information in your feed.
4. Enrich your product pages
Beyond the required data, provide as many elements as possible:
- High-quality images
- Detailed attributes
- Shipping information
- Data from the Manufacturer Center
The principle is simple: the richer your listings, the more likely they are to be highlighted.
5. Polish your product titles
The product title shown in the feed, on the page and in the title tag plays a very important role. This title should include the right keywords while remaining clear and readable. A competitive analysis will help you find the right balance.
6. Use multiple review sources
Products shown in the grids often have dozens or even hundreds of reviews. These reviews can come from different platforms if the product is sold outside your site. If you’re the sole seller, collecting customer reviews becomes even more strategic.
7. Gain a competitive advantage
Once all the previous elements are mastered, the final levers are about fine margins:
- Lower prices than competitors
- Free or express delivery
- Easy returns
- Promo codes available
- Accepts Google Pay / PayPal
- Loyalty programs
Google tends to favor the most attractive offers within the grid interface.
8. Optimize your visibility in the grids
Being in the grid is good. Being in the top position is even better. CTR can exceed 50% in the top spot, thanks to the single-click behavior imposed by Google’s interface. To maximize your impact:
- Get the badge Top-Quality Store
- Display a seller rating
- Set up visible promotions from the grid
- Try the option Buy Now for direct access to the cart
The article “E-commerce: how to appear in organic product grids on Google” was published on the site Abondance.
