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EMC #9: Stop Chasing Generic Keywords (Search Intent Strategy Explained)
Welcome to Ecommerce Marketing Chats with Charles Travers and Jimmy Dalgleish.
In this episode, Charles and Jimmy break down why most ecommerce brands waste money chasing generic keywords when they should be targeting high-intent, specific searches.
Jimmy reveals a client doing $200K/month on Google Ads with $1-2 CPAs and 33 ROAS - their secret is selling established brands that have already done the marketing heavy lifting.
Charles addresses the "SEO is dead" narrative with real data showing Google still drives 95%+ of organic traffic.
You'll learn:
- Search intent strategy: Generic = research phase, Specific = ready to buy
- Real examples: Budget first aid kits vs premium MOLLE hiking kits (different audiences)
- Jewelry strategy: Generic "ring" vs "5 carat diamond platinum engagement ring"
- When to use infomercial pages for top-of-funnel education
- Collection pages vs product pages based on search intent
- Easy mode ecommerce: $200K/month with $1-2 CPAs selling established brands
- Why creating new products needs massive market education (and often fails)
- Product market fit importance: Proven market vs reinventing the wheel
- Google still drives 95%+ organic traffic despite "SEO is dead" narrative
- The LLM traffic growth illusion: 650% increase = 2 clicks to 4 clicks
- When SEO actually dies (hint: when Gemini becomes Google's default)
- AI improving at search intent grouping - worth retesting this week
- Why founders without SEO fundamentals fail with AI prompting
- ChatGPT ads launching - Jimmy adding as service for first mover advantage
- Secondary laptop strategy for safely testing AI agents (security concerns)
- Backlink opportunities: Supplier "find a dealer" pages (90 identified for one client)
- Why visibility matters more than traffic for LLM success metrics
About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses.
Free Resources: Subscribe to Charles's FREE newsletter "In The Search Trenches" for weekly SEO and AI Search insights from seven-figure Shopify brands:
https://www.charlestravers.com/in-the-search-trenches-newsletter
Connect With Us: Join our Facebook community, Shopify Marketing Secrets: https://www.facebook.com/groups/shopifymarketingsecrets
You can also watch the full episode on our YouTube channel: https://www.youtube.com/@EcommerceMarketingChats
View all episodes
By Charles Travers & Jimmy DalgleishWelcome to Ecommerce Marketing Chats with Charles Travers and Jimmy Dalgleish.
In this episode, Charles and Jimmy break down why most ecommerce brands waste money chasing generic keywords when they should be targeting high-intent, specific searches.
Jimmy reveals a client doing $200K/month on Google Ads with $1-2 CPAs and 33 ROAS - their secret is selling established brands that have already done the marketing heavy lifting.
Charles addresses the "SEO is dead" narrative with real data showing Google still drives 95%+ of organic traffic.
You'll learn:
- Search intent strategy: Generic = research phase, Specific = ready to buy
- Real examples: Budget first aid kits vs premium MOLLE hiking kits (different audiences)
- Jewelry strategy: Generic "ring" vs "5 carat diamond platinum engagement ring"
- When to use infomercial pages for top-of-funnel education
- Collection pages vs product pages based on search intent
- Easy mode ecommerce: $200K/month with $1-2 CPAs selling established brands
- Why creating new products needs massive market education (and often fails)
- Product market fit importance: Proven market vs reinventing the wheel
- Google still drives 95%+ organic traffic despite "SEO is dead" narrative
- The LLM traffic growth illusion: 650% increase = 2 clicks to 4 clicks
- When SEO actually dies (hint: when Gemini becomes Google's default)
- AI improving at search intent grouping - worth retesting this week
- Why founders without SEO fundamentals fail with AI prompting
- ChatGPT ads launching - Jimmy adding as service for first mover advantage
- Secondary laptop strategy for safely testing AI agents (security concerns)
- Backlink opportunities: Supplier "find a dealer" pages (90 identified for one client)
- Why visibility matters more than traffic for LLM success metrics
About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses.
Free Resources: Subscribe to Charles's FREE newsletter "In The Search Trenches" for weekly SEO and AI Search insights from seven-figure Shopify brands:
https://www.charlestravers.com/in-the-search-trenches-newsletter
Connect With Us: Join our Facebook community, Shopify Marketing Secrets: https://www.facebook.com/groups/shopifymarketingsecrets
You can also watch the full episode on our YouTube channel: https://www.youtube.com/@EcommerceMarketingChats