Jamie Riddell has been at the forefront of Search Engine Optimisation for over 20 years and his latest venture is Escaping Gravity, a Global SEO agency for Challenger brands.SEO was one of the first things which got me excited about eCommerce, so it was great to discuss the latest developments with Jamie.Amongst other things, we chatted about:Over the last few years, paid search results are taking up more space on the SERPs. Does that mean that natural search is less important for retailers?I notice that Amazon seems to appear prominently in the SERPs for product-related searches. Is it becoming more difficult for ‘challenger brands’ to make an impact? Is it a case of the Matthew effect (‘For to everyone who has will more be given, and he will have abundance; but from him who has not, even what he has will be taken away.’)Should SEO have a higher ROI than other (paid) forms of online promotion?How important is getting excellent quality links vs creating great content?Google is implementing core web metrics soon, how much effect do you think this will have on retailers, many of which have slow sitesWhat has inspired you recently?Jamie was interviewed by Trevor Ginn from Vendlab.com. Vendlab are an e-commerce agency specialising in online marketplaces and international trade.