Google's latest search updates are reshaping how furniture retailers gain visibility online. With AI-generated summaries taking over many informational queries, users are increasingly getting their answers directly on the results page. As a result, fewer top-of-funnel searches now lead to website visits. At the same time, the traffic that does come through is arriving from users further into their buying journey, more focused, more informed, and often closer to making a decision. This shift is changing how brands should measure success and where they should concentrate their efforts.
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Experts note that traditional SEO metrics like average position or raw traffic no longer tell the full story. Instead, brands should prioritise visibility, high-intent visits, and assisted conversions. To attract and convert users in this new landscape, retailers need to create content that demonstrates expertise and builds trust, detailed product pages, buying guides, and design inspiration that help shoppers feel confident about big purchases. Blending SEO with paid activity is also becoming essential, with PPC insights helping brands capture intent at every stage of the journey.
Some retailers have noticed sudden drops in reported impressions or keyword data, but this is linked to Google's recent change in how search data is collected rather than any decline in performance. Cleaner reporting simply means fewer inflated numbers. Despite the shifts, SEO remains a critical channel. Brands that combine strong credibility, helpful content, and data-led optimisation will continue to win visibility and conversions, even as search behaviour—and Google's results pages, continue to evolve.
Source: www.bigfurnituregroup.com
