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GEO - GAIO - LLMO

SEO trends in E-Commerce: Staying visible in times of GEO, LLMO & GAIO

Understand - and scale - the preferred content types for LLMO & Google AI Overviews.

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GEO & LLMO are revolutionising search engine optimisation – What does this mean for your visibility?

The shift from traditional search results to AI-generated answers has begun. Google AI Overviews, ChatGPT, Perplexity and Meta are shifting the market balance. More and more users are utilising generative search engines and AI tools such as Google AI Overviews (GAIO), ChatGPT or Perplexity for their product searches. The problem for online shops: AI often provides direct answers, which means that fewer users click on traditional search results. The battle for visibility in AI-supported search has therefore begun. Our analysis shows which content formats dominate Google AI Overviews, ChatGPT & Co. - and how e-commerce shops with data-supported Product Listing Pages (PLPs) are taking the lead again.

Results
An overview of our analysis of URLs in the running shoes section: The frequency of mentions of different types of domains.
Genannte Domain arten-EN
SHOPS ARE FREQUENTLY LINKED
In our analysis, we found that shops are still the most frequently linked sources - especially for specific product searches, e.g. in the area of running shoes.

Legend:
  • Expert: specialised information - does not sell itself
  • Advisor: broad-based topic such as health with special articles on running. Often with authority such as AOK or TK
  • Comparison: Price comparison, product comparison such as Idealo
    • Domain Sieger - EN
    Popular domains
    Popular domains in these search results include Runnea.de, Runnersworld.de and Sportcheck.de, each of which impress with their high-quality and advisory content.

    Our analysis: Which content formats dominate the new AI search?

    In order to understand which content AI systems prefer to use, we analysed the search results of various LLMs. We asked various typical questions from e-commerce, for example about running shoes, washing machines or garden furniture, and analysed which sources the AI systems cite most frequently.

    The results at a glance:

    • Product list pages (PLPs) with detailed advice content dominate the source references.
    • Content with structured information, FAQs, comparisons and clear product recommendations are particularly popular with AI systems.
    • Expert content without a direct sales intention, such as comprehensive guides, is also frequently cited.
    Results of content analysis

    The preferred content types of ChatGPT & Google AI in e-commerce

    Our systematic analysis shows which domains are favoured by the AI systems - and why. A few examples

    Runnea Laufschuhe für Achillisprobleme (2)
    Advice on choosing the right running shoe with specific requirements

    The example of Runnea shows: A detailed page that deals with the topic of running shoes for Achilles tendon problems and offers suitable models. Advice on the right running shoe for the specific problem.

    Sportscheck der richtige Laufschuhe
    At the very beginning of the buying process: presentation of different models and detailed advice

    In response to the general question: ‘What do I need to consider when buying running shoes?’, Sportscheck has summarised and categorised different types of running shoes in detail and presented them with structured advice.

    Runnea Vergleich der Modelle
    Tests and comparisons

    When comparing different products or models, detailed tests with corresponding product recommendations predominate. This example from runnea can often be found in the results

    OTTO Best Practice PLP (1)-1
    Create EPIC PLPs

    Why "Epic PLPs" are the key?

    Our research clearly shows that if you want your content to appear in AI-driven search results and attract users, you need to offer much more than just product listings.

    PLPs that are clearly structured and easy to navigate stand out.

    • Comprehensive content that answers specific user questions predominates.
    • PLPs that offer high-quality, advisory content on products and product categories are cited as a source.
    • PLPs with detailed product comparisons, in-depth buying guides and specific recommendations are often cited as a source.

    This type of ‘epic PLP’ not only ensures visibility in traditional search engines, but is also often referenced by LLMs such as ChatGPT or Google AI Overviews.

    Strategic perspective: Why the course must be set now?

    We are at a similar turning point to 20 years ago, when Google radically changed the world of search engines and providers had to adapt to the new rules. We then spent two decades learning how to influence Google's results. Today, we are facing such a situation again: AI-based search systems are once again fundamentally changing the way users find and consume content.

    Our current analyses and expert assessments clearly show that the strategic decisions we are making now have an immediate operational impact.

    For the development of future-proof content formats, this means

    • Provide well-structured content.
    • Supporting text-based analyses with high-quality texts.
    • Consistently putting the user at the centre.
    • Strategically expanding domain knowledge and uniqueness.
    (Englisch) Infographic LLM-KI...
    Create EPIC PLPs

    Take action!

    The decline in traffic is not an inevitable fate - rather, it is a clear mandate to adapt your content strategy to the new demands of AI-driven search. The solution is epic, highly consultative and clearly structured PLPs that deliver real value to both users and AI systems.

    Seize the opportunities of GEO, LLMO and GAIO - with the right strategy and the right tools.

     

    Ready for the new AI search?
    We support you!

    In 30 minutes, our experts will show you how to make your PLPs fit for AI overviews - and how to position yourself strategically before others do.