Ask most ecommerce brands who owns their product feed, and the answer is almost always the same: the paid media team.
Maybe a feed management tool sits under PPC. Maybe the shopping team built the feed years ago, and nobody’s touched the titles since. Either way, SEO rarely has a seat at the table, and it’s often forgotten as part of the broader feed management strategy.
Whether you’re worried about AI search or traditional clicks, you’re missing out on opportunities by excluding SEO from your feed management strategy.
Up to 83% of ChatGPT carousel products match Google Shopping’s organic results, according to a recent Peec AI study analyzing more than 43,000 listings. And 60% of those matches came from Shopping positions 1-10.
On Google’s side, the Shopping Graph now contains more than 50 billion product listings and feeds directly into AI Overviews, AI Mode, and Gemini. AI Overviews appear in roughly 14% of shopping queries, up from about 2% in late 2024. Like many other things we’ve discovered about AI search, the generative results are informed by traditional SERP.
SEO needs to be the strategic quarterback for brand authority. This is a highly valuable opportunity to work cross-channel toward a common goal of improving visibility across search surfaces. It really requires SEOs, commerce, and paid media teams to get in the same room.
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The case for a dedicated organic feed
Typically, brands run a single product feed optimized for Google paid shopping campaigns. Titles are written for bid relevance, descriptions are built for Quality Score, and the feed exists to win auctions, with less consideration for user search behaviors.
As user behavior shifts, search surfaces favor stronger semantic alignment between queries and product data. A title stuffed with paid-friendly modifiers or branded terms isn’t the same as a title that mirrors how someone conversationally searches for a product.
We tested this with a large ecommerce brand. Our agency’s AI SEO team partnered with the commerce team to launch a dedicated product feed for free organic listings, with titles and descriptions optimized specifically for organic visibility, rather than replicating what was already running in the paid feed.
After the organic feed was pushed live:
- Organic listing CTR increased 10% month over month, alongside a 4% lift in purchasing rate.
- A product-level test saw a 92% increase in revenue for free listings, with visibility up 83%, and add-to-cart up 14%.
- The organic optimization changes alone drove 35,000…
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