Organic Shopping optimisation Kitcentrum via Channable

The approach: phased optimisation

We tackled feed optimisation in three phases, becoming increasingly focused and data-driven.

Phase 1: Laying foundations with 20 test ideas

Before going blind, we first worked out 20 optimisation ideas. Each idea was based on a hypothesis about how we could make products more findable.

Custom labels based on description data

We reviewed Kitcentrum's product descriptions and translated valuable information into custom labels. For example, did the description say ‘paintable’? Then a custom label came for that. This allowed us to write much more targeted rules.

Enriching titles and descriptions

By combining product type and custom labels, we created titles and descriptions that were much richer than what was on the website. For example, a product was given a title that perfectly matched generic search terms such as ‘acrylic sealant paintable bathroom’.

Colour attribute intelligent completion

Was the colour attribute not filled in? Then we tried to extract the colour from the description and still fill it in. This made the feed more complete and more useful for Google.

Double findability

For a product like ‘kit’, among other things, we optimised two ways:

1. Product terms: acrylic sealant, silicone sealant, etc.
2. Applications: bathroom, kitchen, sanitaryware, etc.

Of the 20 tests we ran, some were successful, others less so. But by testing and measuring, we quickly built up an understanding of what worked.

Phase 2: Sharper retesting

A few months after the initial optimisations, we revisited one of the most successful ideas: subcategories and categories in product titles. By doing this more sharply and specifically, we were able to further improve findability.

Phase 3: Query fan out tests with AI

In recent weeks, we have run two query fan out tests - a next-level approach where we use AI to optimise in an even more targeted way.

The process:

1. AI analysis: We have linked an AI Agent/Assistant to Ahrefs MCP that can analyse query fan outs. This agent identifies all search term variations around a specific product or cluster.
2. Determine relevance: We list all search terms in a sheet and determine what is relevant and what is not. For example, does a query fan out contain a brand combination that Kitcentrum does not sell? Then we filter it out.
3. Cluster-specific optimisation: For each relevant cluster, we adapt the feed optimisation rules specifically. No generic approach, but customisation for each product group.
4. Tracking success: We closely monitor the results for each cluster so we can see which adjustments are working and which are not.

This approach will make Kitcentrum's PDPs more visible on all relevant query fan outs of their products.

Results

The phased approach is delivering concrete results:

Growing market share Organic Shopping sessions have been rising substantially since we started this journey. The volume is obviously not as big as Paid Shopping yet, but the market share is growing steadily - and that's free traffic.

Query fan out tests deliver revenue The query fan out tests are showing great results. Not only are we seeing more sessions, but also serious turnover from these focused optimisations. By optimising and tracking by cluster, we can see exactly which product groups perform best.

Visible in product grids Products from Kitcentrum now appear in product grids for strategic, generic search terms - exactly what we are betting on.

Also impact in AI Overviews A nice side effect: we are also seeing estimated traffic from Google AI Overviews for some clusters. By making the feed as rich as possible, Kitcentrum becomes findable here too.

Below you can see the market share on 120 query fan out search terms in a cluster:

Key learnings for other retailers

This case provides valuable insights for any retailer looking to get more out of Organic Shopping:

1. Analyse the SERP first Do you see a lot of product grids appearing on search terms that are relevant to you? Then feed optimisation via a tool like Channable is a no-brainer. Customise your feed so that you become findable in those grids for your most important clusters and search terms.
2. A good PDP is the foundation Feed optimisation works best if your PDPs are already richly optimised. The more relevant information is on the page, the more you can extract from it in your feed.
3. Test, measure, improve Come up with not one golden strategy, but several hypotheses. Test them out, measure the results, and build on what works.
4. Think in clusters Don't optimise your entire feed in the same way all at once. Work per product cluster and tailor your rules specifically to the search terms and query fan outs relevant to that cluster.
5. AI can help scale By using AI for query fan out analysis, you can optimise in a much more targeted and scalable way than is possible manually.

Organic Shopping optimisation for your webshop

Do you also want to get more out of Google Organic Shopping? At Onder, we help retailers like Kitcentrum optimise their product feed and become visible where it matters. From strategic analysis to hands-on implementation in Channable.

Wondering what the possibilities are for your webshop? Get in touch with Martijn or Cynthia for an informal discussion.