New Study Unveils Secrets to Higher Rankings on Google Shopping Listings

A new study analyzing 5,000 Google Shopping keywords has shed light on the critical factors that influence higher rankings in Google’s free Shopping listings. Conducted by Jeff Oxford, the Founder of 180 Marketing, this research reveals actionable insights for e-commerce retailers looking to enhance their visibility and performance on the platform.

Amazon continues to dominate the Google Shopping rankings, securing the top position for 52% of searches analyzed. Walmart and Home Depot follow far behind, occupying only 6% and 3% of the top spots, respectively. The study underscores the dominance of trusted and established brands, highlighting the importance of building brand authority for retailers to compete effectively in the competitive e-commerce space.

Pricing emerged as one of the most significant factors influencing rankings. Lower-priced products consistently performed better, with many top-ranking listings featuring prices below the category average. This suggests that competitive pricing remains a vital strategy for e-commerce success. Customer reviews also play a pivotal role in determining rankings. Products with strong, positive reviews ranked higher, while those with ratings below 3.5 struggled to gain visibility. These findings emphasize the importance of maintaining high customer satisfaction and encouraging positive feedback from buyers.

The study also revealed a strong correlation between backlinks and higher rankings. Product pages in the top two positions had more referring domains compared to lower-ranking pages. However, a surprising 98% of the product pages analyzed lacked backlinks altogether, indicating a significant missed opportunity for many retailers to enhance their visibility through link-building strategies. Among on-page factors, meta-descriptions stood out as the most influential. Pages that included exact-match keywords in their meta descriptions performed significantly better than those that did not. While keyword usage in title tags and H1 headers showed some impact, their influence was considerably smaller compared to meta descriptions.

The study provided mixed results regarding the use of structured data. Surprisingly, product-structured data showed little to no correlation with higher rankings, even though it is often considered an essential element of SEO. Notably, Amazon, despite its dominance in the top rankings, does not utilize structured data on its product pages. However, the study found that pages incorporating review structured data performed better, reinforcing the value of collecting and showcasing customer reviews within structured data.

Another critical factor affecting rankings is the evaluation of shipping and return policies. Google Shopping assesses retailers on metrics like shipping speed, return policies, and overall website quality. Stores with “Exceptional” or “Great” scores in these areas were more likely to rank higher, particularly within the top 10 positions. This finding underscores the importance of providing a seamless shopping experience, from fast delivery to clear and customer-friendly return policies.

Retailers aiming to succeed in Google Shopping must focus on a combination of factors. Competitive pricing remains essential, as lower-priced products tend to perform better in search results. Encouraging customer reviews and maintaining high ratings not only boosts rankings but also builds trust among potential buyers. Optimizing metadata, particularly meta descriptions with target keywords, can provide a significant edge in search visibility.

Improving website quality metrics, including fast shipping and transparent return policies, is another crucial aspect of ranking well. Additionally, while the impact of product-structured data may be limited, leveraging review-structured data can enhance visibility and contribute to higher rankings. Traditional SEO practices, such as building backlinks, remain relevant and can further improve performance in both organic search and Shopping rankings.

These findings highlight the need for retailers to prioritize customer experience and align their strategies with Google’s ranking criteria. By focusing on delivering value, maintaining competitive pricing, and optimizing their online presence, retailers can achieve better visibility, attract more customers, and drive sales through Google Shopping.