Jan 20 (edited) • General discussion
How We Fixed a $50M Brand's "Invisible" Product Problem
A $50M ecommerce brand hired me last year.
First thing I told them:
"Your keyword strategy is solid. But Google doesn't understand your products."
They looked confused.
"We rank on page 1 for most of our target keywords."
I pulled up their product data.
- GMC feeds: half-empty attributes.
- Structured data: missing on most pages.
- YouTube presence: not much.
- Reviews mentioning features: barely any.
"You're ranking," I said. "But you're invisible to a lot of AI-powered product discovery."
Then I explained the shift.
Ecommerce SEO isn't about keywords anymore.
It's about whether Google understands your product as an entity.
This is the shift most brands missed.
Google built the Shopping Graph which contains billions of product listings, helping users find specific products.
A semantic database where products exist as entities, not pages with keywords.
Every product connects to attributes like price, brand, color, size, rating, and stock.
It indexes billions of products and uses machine learning to match them to user queries.
When someone asks AI for a product recommendation, it queries this Graph.
The Shopping Graph pulls product data from:
→ YouTube videos
→ Manufacturer websites
→ Online shops and product detail pages
→ Google Merchant Center
→ Google Manufacturer Center
→ Product reviews
Both structured data (like GMC feeds and schema) and unstructured content (like video transcripts and review text) contribute to it.
Their products weren't showing up in these places. Not with the right attributes.
So we fixed it.
→ Completed every GMC feed attribute
→ Rewrote product pages to naturally describe features and use cases
→ Created YouTube content for top products
→ Built a review system that encouraged specific feature mentions
→ Implemented full product schema markup
The focus shifted from keywords to entities, attributes and relationships.
Six months later?
Their products started appearing in AI-generated recommendations.
Traffic from AI sources went from almost nothing to a meaningful channel.
Same products. Same prices. Just properly understood by Google.
If Google Shopping Graph optimization is not in your 2026 ecommerce strategy, you're missing out on a lot of visibility potential.
I've mapped the entire system in the infographic below
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How We Fixed a $50M Brand's "Invisible" Product Problem
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