Four Ways to Prepare Product Pages for AI Shopping

Marketers looking to make products easier to find in AI shopping tools should examine their product pages, shopper-facing language, feeds and testing practices, according to Chris Sachs and Aris Vrakas. Their four recommendations, covered by Search Engine Journal, focus on how product information is presented and checked across Google and ChatGPT.

The first step is to make product pages retrievable. For marketers, that means treating access to the page as a starting point rather than assuming that publishing a product is enough. A review can begin with the pages the business wants shoppers to find and whether the relevant product information is available on those pages. The aim is to give shopping tools a usable source of product information.

The second recommendation is to use shopper language. Product descriptions should be considered from the perspective of people looking for an item, not only from the perspective of the business selling it. Marketers can review the terms used on product pages against the questions and descriptions their customers use. That does not mean replacing accurate product details; it means presenting those details in language that matches the shopping task.

Sachs and Vrakas also recommend connecting product feeds with product pages. This calls for looking at the information supplied through each channel together, rather than managing each in isolation. Marketers can compare the descriptions and details in their feeds with what appears on the corresponding pages, then review any differences that could make the product information less clear.

The fourth step is to test the results. After reviewing pages, language and feeds, marketers can check how their products appear in the shopping experiences they are targeting. Testing provides a way to assess the work as a whole, rather than treating each change as complete once it has been made. Findings can then guide further reviews of the product information.

What this means for marketers

Start with a manageable set of important products and review their pages and feed information together. Check that the wording reflects how customers describe those products, then test the results in the relevant shopping tools. Use what you find to decide which pages or details need another review.