AuthorSamuel Hurley
LinkedIn
With the New Year fast approaching and Google announcing it's latest algorithm update just days ago, there's a lot of chatter about what we can expect in the year ahead for eCommerce SEO. Whilst some elements of search will undoubtedly remain the same, we're also likely to see the rise and fall of previous trends we thought at the time would pave the way to a new era of SEO.
Our 10 eCommerce SEO Predictions
As we approach 2025, here are our 10 predictions for what this year will bring to the eCommerce SEO industry:
Search-Powered AI
AI-powered Search evolves into Search-powered AI. Each platform develops its own content assessment framework. For example, Perplexity has created its equivalent of EEAT called CRAAP (what a name!)
GEO Isn't a Thing
Without tangible metrics from ChatGPT and Google, 'GEO' fails to establish itself as a viable channel. SEO remains the primary channel for mainstream brands.
Role of PR in LLMs
PR and industry reputation have become more crucial than ever in building brand credibility and increasing visibility for LLMs, extending beyond social media presence.
Relevancy still essential
Platforms prioritise relevancy alongside quality. Perplexity and GPT already consider domain authority and relevancy when evaluating brands—showing how AI leverages search rather than the reverse.
Feed-Based Tech
Tech SEO for eCom shifts toward feed-based systems, with the shopping tab becoming a destination similar to maps and images for products and buying (more on this here). Shopping evolves into a curated product aggregation, bypassing category pages and emphasising product page optimisation.
AI & Shopify
Perplexity strengthens its position in mid-market eCom through advanced product integrations, particularly via Shopify. Shopify continues strides into automation and no-code to make platform knowledge less critical for SEOs.
Channel-Wide Content Led by Search
Content remains vital but varies by industry. While its importance persists, proving top-of-funnel value becomes more challenging, requiring content to support multiple channels beyond search.
Performance & Brand Connect further
Meta's creative-led approach has previously connected performance and brand teams. This trend will continue, with PR as the bridge between the two. Goals will become less siloed, and both channels will understand and appreciate the need for each other, particularly when it comes to understanding the impact of each other's work.
Tracking Issues Persist
Tracking challenges persist, leading to greater emphasis on secondary metrics like rankings, visibility, impressions, and brand versus conversion rate. In the long term, beyond 2025, ads in LLMs may eventually separate Paid and Organic traffic, meaning they won't be under Referral traffic any more.
Google Decline, or Lack of
Google's usage declines gradually, but revenue remains stable as AI platforms establish themselves at the top of the funnel while 'search' maintains its position in mid-funnel onwards for eCom. Google won't accept losses, hence the inevitable increases in CPCs. Google's CPCs continue their upward trend as search volume decreases and the company funds its loss-making AI investments (more on this here). With zero-click searches increasing, impression tracking becomes more crucial.
