I ran a masterclass at BrightonSEO on 8 October 2026, as part of the Mass Media Masterclasses.
Your Product Page Is Not a Page Anymore
Search engines, AI assistants and shopping agents do not just look at how your product page looks. They extract product information from your HTML, your structured data, your feeds and other signals machines can read. If that data is incomplete, inconsistent or hard to reach, machines have less evidence to understand your products, find them and recommend them.
Keywords Only Is Not Enough
We should start thinking about the product catalogue in attributes, not keywords only. Attributes are what unlock the catalogue for AI.
I used suitcases as the example, because I put my own money into The Cabin Luggage Company. Your own products will need different attributes, but the idea is the same.
Supplier Data Is Everyone’s Data
We always get product information from suppliers and distributors. But they give the same information to everyone else. Same data, same descriptions, in every store selling that product.
Your Customers Are Enriching Your Product Data for You
The difference is already in your reviews. Customers tell you who a product is for, how it fits and how they use it. Use AI to find those patterns across your reviews, check which ones are accurate and useful, and add them to your catalogue, your product page and your schema.
