Three things have changed almost at once in the world of organic visibility. Google has redesigned search results for users in the European Economic Area. Business Profile posts, the content businesses publish directly on Google, show view counts again, a metric that had disappeared. And ChatGPT Shopping is pushing harder and harder on product feeds, the structured files that describe an e-commerce store's products.
For anyone running an Italian business, the takeaway is simple: local and e-commerce visibility are measured and optimized differently than they were six months ago. Business Profile posts become a real KPI, no longer an activity where you can't tell whether anyone sees anything. And if you sell online, your product feed stops being a technical detail and becomes a lever for distribution across multiple channels.
This article explains what to do in concrete terms over the next few weeks, with no guesswork: only the moves that follow directly from these changes.
Three changes, one week: the big picture
The SEO Pulse from Search Engine Journal reports three developments that arrive together and overlap.
First: Google has redesigned search results for users in the European Economic Area (EEA), meaning the European Union plus Norway, Iceland and Liechtenstein. If you drive organic traffic to an Italian site, the results page your potential customer sees has changed, both visually and structurally. As we've already covered in our piece on how Google redesigned the SERPs in Europe, with an impact on e-commerce and travel, this kind of change shifts clicks and attention unevenly across industries.
Second: Business Profile posts, the short content businesses publish on their Google listing, show the number of views again. The metric existed in the past, then was removed. Now it's visible once more.
Third: ChatGPT Shopping relies more and more on structured product feeds to show products in its answers. If you don't have an up-to-date, well-formed feed, you risk being invisible on a growing channel.
Business Profile as a measurable tool: what to do now
The return of post views is more than a curiosity. It means you can finally see which content works on your business's Google listing and which doesn't.
Concrete steps for this week:
- Log in to your Business Profile and check the posts published in the last 90 days. Can you already see view counts?
- If you rarely or never publish posts, start posting weekly: offers, opening-hours updates, events, new products.
- Record the views of each post in a simple spreadsheet. After four weeks you'll already have a benchmark of what grabs attention in your category.
- Compare the posts with the most views against those that drive direct actions (calls, direction requests, website visits). Views alone aren't enough: you need to know whether they convert.
If you manage multiple locations or listings, you have an advantage: you can compare locations and see whether local behavior differs. To dig deeper into optimization logic in this context, it's worth reading the guide to local visibility in AI Search for Italian SMEs.
Product feeds: from technical detail to distribution lever
A product feed is a file, usually in XML or CSV format, that contains all the information about an e-commerce store's products: title, description, price, availability, image, URL. Google Shopping has used it for years. Now ChatGPT Shopping uses it to decide which products to show in its commercial answers.
If your feed is outdated, incomplete or poorly structured, the problem is no longer just Google Ads: you risk being excluded from a second distribution channel too.
What to check in your feed this week:
- Product titles: they should contain the words a customer would use to search, not the internal code or the brand's fancy name.
- Up-to-date availability: a product that's out of stock in the feed but live on the site creates friction and penalties.
- Images: high resolution, neutral background, product clearly visible. ChatGPT Shopping displays the feed's images.
- Consistent pricing: the price in the feed must match the one on the product page. Discrepancies get detected and penalized.
If you don't have a structured feed yet or don't know how to check its quality, the SHM Studio SEO team can run an audit quickly.
Redesigned SERP in Europe: the audit you can't put off
The SERP redesign in the EEA isn't a cosmetic update. It changes where the eyes land, which elements get clicks, and how much space organic results take up compared with ads and special features (Knowledge Panel, Local Pack, Shopping, AI Overviews).
If you haven't yet looked at how your site appears on the results page after this change, do it this week:
- Search your main keywords in an incognito browser window, with Italian localization.
- Note the position of the first organic result relative to the fold (that is, how far you have to scroll before seeing it).
- Check whether an AI Overview appears, the box with the answer generated by Google, and whether it cites your site. On this point, how to earn citations in AI Answers and measure visibility offers a practical method.
- Check Search Console: if your CTR (click-through rate, meaning how many people click your result compared with how many see it) has dropped in recent weeks on keywords where you've held your position, the redesign may be the cause.
A CTR drop without a ranking drop is the typical sign of a layout change. To understand how to read this data within Google's toolset, the analysis of Search Console's global AI reports helps you set up the audit the right way.
The most common mistake right now: treating the three changes as separate news
Business Profile, product feeds and the redesigned SERP look like three separate topics. They aren't. All three are about the same thing: where and how your business appears when someone searches for something you sell or offer.
If you optimize only your website and ignore your Google listing, you lose local visibility. If you maintain your listing but neglect your product feed, you stay out of ChatGPT Shopping. And if you do all this without tracking how the SERPs change, you can't tell whether the work is paying off.
Organic visibility in the SEO and AI visibility cluster plays out across multiple surfaces at once. Treating them as separate silos is the costliest mistake, not in budget terms, but in missed opportunities that don't show up in reports until it's too late.
One last point: if you manage a brand present on multiple channels, also keep an eye on the consistency of your information. AI search engines cross-check different sources, and conflicting data across your site, Google listing and feed can create confusion in generated results. On this specific risk, the issue of conflicting brand information in AI Search is a useful reference before you make any changes.
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