How do entity collections affect Google query suggestions in 2026?

Have you seen any shift in query suggestions for ecommerce since Google started using entity collections more? My store sells both running shoes and smart watches and noticed some odd suggested queries this spring. Not sure if I should change my category structure or just tweak product names with more entity keywords.

Asked by ehsanulhaq

1 Answer

Yeah entity collections are definitely changing query suggestions in 2026. Google is grouping related products under broad entity clusters, so if your store mixes running shoes and smart watches you'll see crossover phrases now like 'best smart watches for runners' or 'running shoes that connect to smart watches'. I've seen this with a lot of product niches. Instead of just stuffing more entity keywords in product names, try organizing your categories around these logical entity combos. For example, add a 'Running Tech' collection or a comparison page. Use schema markup for product types and related entities. It seems to help nudge those suggestions even more. I've tracked suggestions with the Keyword Insights SERP tool and saw better targeting after aligning categories with Google's entity logic.