Google SERP, Business Profile, and product feeds: what to do now

Three changes, one week: the clear picture

The Search Engine Journal's SEO Pulse highlights three new features that arrive together and intersect.

The first one: Google has redesigned search results for users in the European Economic Area (EEA), which is the European Union plus Norway, Iceland, and Liechtenstein. If you handle organic traffic to an Italian site, the results page your potential customer sees has changed visually and structurally. As we already discussed when talking about how Google redesigned SERPs in Europe with an impact on e-commerce and travel , this type of intervention shifts clicks and attention unevenly between sectors.

The second: Business Profile posts — the short content that companies publish on their Google profile — are showing view counts again. This was a metric available in the past, then removed. Now it is visible again.

The third: ChatGPT Shopping increasingly relies on structured product feeds to show products in its answers. Anyone without an updated and well-formed feed risks being invisible on a growing channel.

The Business Profile as a measurable tool: what to do right now

The return of post views is not just a curiosity. It means you can finally understand which content works on your business's Google profile and which doesn't.

Concrete steps for this week:

• Access your Business Profile and check the posts published in the last 90 days. Do you already see view counts?
• If you publish posts rarely or never, start with a weekly cadence: offers, schedule updates, events, product news.
• Note the views of each post in a simple sheet. After four weeks, you'll already have a benchmark on what grabs attention in your category.
• Compare the posts with the most views to those that generate direct actions (calls, direction requests, website visits). The number of views alone is not enough: you need to understand if they convert.

Who manages multiple locations or multiple profiles has an advantage: they can compare locations and figure out if there are differences in local behavior. To dive deeper into the optimization logic in this context, it is worth reading the guide to local visibility in AI Search for Italian SMEs .

Product feed: 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 been using it for years. Now ChatGPT Shopping uses it to decide which products to show in its shopping answers.

If your feed is old, incomplete, or poorly structured, the problem is no longer just Google Ads: you risk being excluded from a second distribution channel as well.

What to check in the feed this week:

• Product titles : should contain the words a customer would use to search, not internal code or fancy brand names.
• Updated availability : an out-of-stock product in the feed but present on the site creates friction and penalties.
• Images : high resolution, neutral background, product clearly visible. ChatGPT Shopping displays feed images.
• Consistent price : the price in the feed must match the one on the product page. Discrepancies are detected and penalized.

If you don't have a structured feed yet or don't know how to check its quality, the team at SEO at SHM Studio can run an audit in a short time.

Redesigned SERP in Europe: the audit you cannot put off

The SERP redesign in the EEA is not just a visual update. It changes where eyes land, which elements get clicks, and how much space organic results take up compared to ads and special features (Knowledge Panels, Local Packs, Shopping, AI Overviews).

If you haven't yet examined how your site appears on the results page after this change, do it this week:

• Search for your main keywords in incognito mode, with Italian localization.
• Note the position of the first organic result relative to the fold (i.e., how much you need to scroll before seeing it).
• Check if an AI Overview appears — the box with the answer generated by Google — and whether or not it cites your site. On this point, how to get citations in AI Answers and measure visibility offers an operational method.
• Check Search Console: if your CTR (click-through rate, meaning how many people click on your result compared to how many see it) has dropped over the last few weeks on keywords where you're holding your ranking, the redesign might be the culprit.

A drop in CTR without a drop in position is the typical sign of a layout change. To understand how to read this data in the context of Google tools, the analysis on global AI Search Console reports helps set up the audit the right way.

The most common mistake in this phase: treating the three changes as separate news

Business Profile, product feeds, and redesigned SERP seem like three separate topics. They are not. All three are about the same thing: where and how your company appears when someone searches for something you sell or offer.

Anyone who only optimizes their website and ignores their Google Business Profile loses local visibility. Anyone who takes care of their profile but neglects their product feed gets left out of ChatGPT Shopping. Anyone who does all this without checking how SERPs are changing has no idea if the work is actually paying off.

Organic visibility in SEO clusters and AI visibility you play across multiple surfaces at the same time. Treating them as separate silos is the costliest mistake — not in terms of budget, but of missed opportunities that don't show up in reports until it's too late.

One final point: if you manage a brand with a presence across multiple channels, keep an eye on information consistency as well. Search AIs cross-reference different sources, and conflicting data between your site, Google listing, and feed can cause confusion in the generated results. On this specific risk, the issue of conflicting brand information in AI Search it's a useful reference before making any changes.