Google is currently rolling out a new SERP (Search Engine Results Page) feature designed specifically for product searches. There’s no official name for it yet, so we’re calling it the ‘Filter By’ SERP feature. The ‘Filter By’ feature adds clever refinement options to search results, making it easier for shoppers to narrow their choices and find exactly what they need. Here’s what this new feature means for both shoppers and businesses.

How the "Filter By" Feature Works

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The "Filter By" feature adds a smart layer of filtering to Google searches for products. When you look for a product, relevant filters will pop up on the left-hand side of the SERP for desktop users. These filters are contextual, meaning they'll adjust based on the specific product category you're browsing.

For instance, if you search for "trainers", common filters might include:

Brand: Nike, Adidas, New Balance, etc.

Size: Standard UK shoe sizes

Material: Canvas, Mesh, Nylon, etc.

Features: Active, Slip-resistant, Waterproof, etc.

Benefits for Shoppers… and Brands

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Improved Product Discovery

‍Google Search users can now thankfully say goodbye to endless scrolling, and brands can say hello to more search traffic if their product pages are optimised with the correct copy and structured data optimisation to fit their category.

The "Filter By" feature lets shoppers who are initially unsure of exactly what they’re after or those of us who aren’t experts at crafting a perfect search query pinpoint the exact product specifications we’re after with a few extra clicks.

This is a HUGE opportunity for stores on top of their Ecommerce SEO to reel in additional search traffic with properly optimised product pages that address the categories specific to their product.
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Saves Time

‍Find your ideal product quicker and make purchasing decisions with more confidence.

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‍Easy Comparisons

‍Compare products across different brands and shops with ease.

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How to Optimise for the new ‘Filter By’ SERP feature

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Structured Data is Crucial

‍Ensure your product pages use relevant structured data (like product schema markup). This will help Google understand the key attributes of your products, increasing their chances of appearing in filtered searches.

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Tailor Your Keywords

‍Shoppers using filters often have specific requirements. Optimise product listings with long-tail keywords that match those filter options (e.g., "waterproof trainers" rather than just "trainers").

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Get Ahead of the Competition

‍This new feature shows Google's emphasis on smoother product searches. Keep a close eye on changing SERP features to ensure your products stay visible.

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What you can do right now to take advantage of future filter options:

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1. Create Product Detail Templates

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Update your product detail information templates for each product type and category.

Say you’re a jewellery brand, here are some examples of key product details that could be selected/included for various types of jewellery:

Rings:

Material: 14k gold, sterling silver, platinum
Stone Type: Diamond, emerald, ruby, no gemstone
Size: Available sizes, custom sizing options
Band Width: 2mm, 4mm, etc.
Care instructions: Avoid chemicals, clean with soft cloth

Necklaces:

Material: 14k gold, sterling silver, platinum
Chain Length: 16-inch, 18-inch, adjustable
Pendant Size: 1cm, 2cm, etc.
Clasp Type: Lobster, spring ring, toggle
Theme: Heart, geometric, floral, abstract
Weight: Light, medium, heavy

Bracelets:

Material: Leather, beads, precious metals
Closure: Magnet, hook, buckle
Stone Type: Pearl, diamond, cubic zirconia, no stone
Length: 7-inch, 8-inch, adjustable
Style: Bangle, chain, cuff, charm
Features: Engravable, stretchable

Pendants:

Material: 14k gold, sterling silver, platinum
Shape: Round, square, teardrop
Stone Type: Pearl, diamond, cubic zirconia, no stone
Setting Type: Prong, bezel, pave
Motif: Animal, letter, zodiac, religious
Compatibility: Fits chains up to X mm
Collection: Part of a themed collection

Earrings:

Type: Stud, drop, hoop, clip-on
Material: Yellow gold, white gold, rose gold, silver
Stone Type: Pearl, diamond, cubic zirconia, no stone
Fastening: Butterfly back, screw back, hook, latch back
Length: 1cm, 2cm, dangling
Feature: Nickel-free, hypoallergenic, lightweight

Chains:

Material: Stainless steel, gold plated, sterling silver
Length: 16-inch, 18-inch, 22-inch, adjustable
Thickness: 1mm, 2mm, 5mm
Stone Type: Pearl, diamond, cubic zirconia, no stone
Style: Curb, figaro, rope, snake
Clasp: Lobster claw, spring ring, box clasp
Care Instructions: Avoid moisture, store separately

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2 . Add Relevant Structured Data

For eCommerce product pages, structured data types from Schema.org can be used to provide relevant and detailed information about the product. For a product page containing information similar to the rings product above, here's how you can structure the data:

Product: This is the primary schema type for the product itself.some text
- Material: Use the material property to specify the material of the ring (e.g., 14k gold, sterling silver, platinum).
- Size: Use the size property to define available sizes and custom sizing options.
- Width: For band width, you can include this under the additionalProperty property as a custom attribute with key-value pairs (e.g., band width: 2mm).
- Care instructions: These can also be placed under the additionalProperty field to specify maintenance or care instructions.
- Color: If the material or stone affects the appearance of the product, you may want to use the color property to specify this as well.
Offer: Use this schema to specify price, availability, and other commercial information.some text
- You can include attributes like availability, price, and priceCurrency.
ProductModel: If your rings have different models based on the stone type or material, you can use ProductModel to specify each variation.
AggregateRating and Review: If the product has customer reviews or ratings, you can use these schemas to include them.

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3. Follow the Google Merchant Center ‘Product Data Spec’ Requirements

Even if you’re not running ads, it’s a good idea to follow the Google product data spec requirements for the following reasons:

In case you decide you want to advertise in the future
To give your products every chance of being featured higher in the Google product filter results

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Wrapping Up

By incorporating detailed, keyword-rich product details and markup, you can enhance the SEO potential of each product page, making them more visible and appealing to both search engines and potential customers.

Enhancing your product detail can significantly boost SEO performance and sales for several reasons:

User Experience: Clear and concise bullet points for key product information improves the user experience by making it easier for customers to quickly find the information they need. A good user experience can lead to longer visit durations and lower bounce rates, which are positive signals to search engines.‍
Keyword Optimisation: Dot points or other implementations for adding key details allow for the inclusion of relevant keywords that users might search for, such as materials (gold, silver), gemstone types (diamond, sapphire), and specific features (handmade, vintage). Including these keywords can help improve the page's ranking on search engines.‍
Structured Data: Dot points help structure the content, making it easier for search engines to understand and index the information. This structure can be enhanced with schema markup (a form of microdata), further improving the page's visibility in search results.‍
Competitive Edge: Detailed product information can set your site apart from competitors. Providing more comprehensive details can be a deciding factor for customers comparing products across different sites.

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The Future of Product Search

Google's "Filter By" feature is a significant step forward for e-commerce. It shows a shift towards more customised and user-friendly searches. As the feature continues to develop, businesses that quickly learn to use it will have a distinct advantage in the market.

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Google's New "Filter By" Feature Revamps Product Searches