Ian Ferguson is a Freelance SEO consultant, specialising in helping eCommerce brands to grow their revenue from organic search. He’s been improving SEO performance for over 15 years getting deep into technical SEO optimisation, on-page experience and lots of data crunching!

In this episode, he shares why cleaning up your site might be the smartest SEO move you make this year.

Dive in:

[05:41] User Experience Over Quick SEO Wins

[08:30] Guiding Principles for Google SEO

[10:16] SEO Strategies Beyond Ranking

[13:55] Streamline Outdated Website Content

[19:03] "Obsolete SEO Tactics Explained"

[21:27] Optimising Content for AI Visibility

[23:17] Streamline Content; Avoid Off-Topic Posts

[27:36] Insider Tips from Ian!

SEO Should Be a Byproduct of Great User Experience

Good SEO today isn’t about tricks—it’s about building a great site for your customers. Google rewards pages that load fast, are easy to navigate, and help the shopper. If you're doing things “just for SEO,” you're probably heading in the wrong direction. Every change to your site should make it better for users, not just bots. Think of SEO as the reward for good eCommerce experience, not the goal itself.

Declutter Your Site with a Content Quality Audit

Old pages can drag down your whole site’s performance. That includes outdated blog posts, unused collection pages, and product pages that never get traffic. Ian suggests doing a full content audit to find and remove the bloat. Keeping only useful, well-performing content makes it easier for Google to trust your site. A leaner site helps you rank better and keeps your customers focused on what matters.

Don’t Rely on One Traffic Channel—Diversify Now

AI is changing how people find and interact with search results. If your store depends only on SEO, you're at risk of losing visibility fast. Ian recommends building up other channels like email, paid search, and referral traffic. Make sure your site captures emails and integrates with social. That way, if Google traffic drops, your business still keeps moving forward.

Takeaways:

• Ian explains why effective SEO today must prioritize user experience, not just keyword tactics or technical tweaks.
• A content quality audit is often the best starting point, helping eCommerce brands identify and remove low-value pages that may be harming overall site performance.
• Outdated blog posts, unused collection pages, and thin product listings can all contribute to SEO bloat and should be deleted, consolidated, or updated.
• Google is rewarding focused, high-quality content—meaning brands should stay within their niche and avoid publishing irrelevant or off-topic material.
• Diversifying traffic sources is critical as AI-powered search features (like Google’s AI Overviews) reduce click-through rates from traditional organic listings.

Find the notes here: https://keepopt.com/267 

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Getting buy-in for your SEO plans can often feel like navigating a maze, but we’re here to simplify that journey. The main takeaway from today’s discussion is that understanding the unique story and aspirations of your brand is crucial when you're trying to get approval for your SEO strategies. Whether you’re in a big enterprise or a smaller team, the tips we share can help you effectively communicate the value of your SEO initiatives.

In this episode, we speak with Owain Lloyd-Williams, an SEO expert with extensive experience working with diverse companies.

Owain highlights the need to align SEO work with business goals from day one. Many projects fail because SEO teams focus too much on rankings or traffic. But stakeholders want to see how SEO drives real outcomes—like sales, leads, or conversions. For eCommerce brands, that means tying SEO wins to revenue or product performance. Set clear KPIs early, build reports that show impact, and update them regularly to keep buy-in strong.

He also suggests working across silos by offering value and support—not just making demands. Understand what each team cares about and show how SEO can help them win. In eCommerce, this could mean helping product pages convert better or reducing bounce rates with smarter content.

Lastly, Owain advises reviewing and updating these before creating new material. Older content often has authority and just needs a few tweaks to perform again. This is a fast, cost-effective way to drive traffic and meet SEO goals. It's especially useful when budgets or developer time are tight.

Takeaways:

• Understanding your brand's story and unique selling proposition is key for effective SEO.
• Data-driven decisions are essential for gaining buy-in from stakeholders in SEO projects.
• Breaking down silos within an organization fosters collaboration and enhances SEO project success.
• Establish clear reporting systems to prove the value of SEO initiatives to stakeholders.
• Engaging stakeholders early and often is crucial for securing support for SEO strategies.
• Utilizing modern SEO tools can help streamline processes and encourage team involvement in projects.

Find the notes here: https://keepopt.com/266

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Using TikTok data to create trending on-site content is a game changer for eCommerce brands. In this episode, Christine Corbin shows us how to use TikTok’s Creator Search Insights tool to find keyword gold—no business account needed. She shares how to spot content gaps, build timely collection pages, and drive fast SEO wins. If you want to boost traffic by aligning with trends, this one’s for you.

The intersection of TikTok trends and SEO is a hot topic. This episode gets into how brands can harness this connection to drive online traffic. Christine guides us through the practical steps of using TikTok's Creator Search Insights tool, which offers a wealth of keyword data that can inform content creation strategies. This allows brands to identify trending topics even before they hit peak popularity, giving them an edge in the competitive digital landscape.

We also explore the implications of producing timely content. While traditional SEO focuses on long-term strategies, there's now a compelling case for short-term, trend-based content. Christine explains how this approach not only aligns with current consumer behaviors but also encourages brands to maintain a dynamic presence online. It's also important to create engaging collection pages and blog posts that leverage trending keywords, which can significantly enhance search visibility and user engagement.

The conversation doesn't shy away from the challenges brands face when integrating these tactics. We address the necessity of ensuring that any trend-based content aligns with the brand’s identity and resonates with its target audience. This episode serves as a guide for marketers looking to innovate their SEO strategies by tapping into social media trends, showcasing the potential for rapid growth and increased visibility through well-executed, timely content.

Takeaways:

• Utilizing TikTok's Creator Search Insights tool can unlock invaluable data for SEO strategies.
• Short-term trends can drive immediate traffic to your site, offering quick wins for brands.
• Creating themed collection pages can effectively capitalize on trending topics and keywords.
• The key to successful SEO is not just new content creation but also refreshing existing content.

Find the notes here: https://keepopt.com/265

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Understanding the rapidly evolving landscape of SEO is more crucial than ever, especially with the introduction of ChatGPT's shopping functionality. In this episode, we explore how the integration of the buy button in ChatGPT creates a new product discovery channel, fundamentally changing how brands will need to approach their data and optimization strategies. Our guest, SEO expert Sam Wright, emphasizes that the structure of your product data will dictate your success in this decentralized marketplace. Whether you're on Shopify or another platform, the strategies we discuss will help you prepare for this shift and boost your eCommerce performance.

The episode unpacks the pivotal role that product data plays in the eCommerce landscape. Sam emphasizes the importance of organizing product attributes to enhance visibility and discoverability across various platforms, especially with the emergence of AI shopping functionalities like those introduced by ChatGPT and Shopify. Optimizing product data for AI systems not only improves SEO but also enhances user experience on eCommerce sites. This is why brands should prioritize their data structure to harness the full potential of emerging technologies.

The dialogue shifts to the transformative impact of ChatGPT's integration with Shopify, which introduces a new product discovery channel that brands cannot afford to ignore. Sam articulates that this is not just about SEO; it's about evolving the way brands think about their online presence. Clear taxonomy, accurate schema markup, and well-structured content are not just SEO best practices; they are vital for ensuring that AI systems can effectively interpret and relay product information.

Wrapping up, the episode highlights actionable strategies for brands to adapt to the new eCommerce reality shaped by AI. Sam provides practical steps, such as focusing on product data management and ensuring that content is both human-readable and machine-friendly. This episode not only prepares brands for the immediate challenges posed by AI in eCommerce but also reinforces the foundational practices of SEO that will continue to drive success.

Takeaways:

• Understanding your product data is key; think like a data engineer for success.
• Successful brands will prioritize structured data to enhance their visibility and performance.
• The buy button in ChatGPT creates a new product discovery channel that can revolutionize eCommerce.
• Optimizing for ChatGPT involves using clear product data and maintaining good SEO practices.
• Regularly review and update all content to ensure consistency across your site for AI utilization.
• The future of SEO leans heavily on product data management, blending marketing and technical strategies.

Find the notes here: https://keepopt.com/264

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Managing a six-figure budget for Google Ads can be a game changer for your marketing strategy. In this episode with Google Ads expert Issy Johnson, we dive into effective strategies for maximizing your investment, focusing on the importance of creative, campaign diversity, and a test-and-learn mindset. We also discuss how to properly manage scaling budgets. Whether you're currently navigating a hefty budget or just curious about what it entails, we’ll share valuable insights that can help you optimise your Google Ads performance.

One of the standout themes in our conversation is the need for a more granular approach when scaling budgets. Instead of merely increasing existing campaigns, it's important to explore new campaign types and strategies, like Performance Max, which allows advertisers to diversify their approach and maximize their return on investment. Issy emphasizes that as budgets grow, so does the complexity of managing those campaigns, demanding a constant test-and-learn mindset to ensure that every dollar is effectively spent.

Another key aspect we discuss is the importance of creative in Google Ads. With larger budgets, the need for diverse and compelling ad creatives becomes even more pronounced. Issy explains how creative testing and optimization should be a continuous process, leveraging AI tools to generate new ideas and keep the content fresh.

We also touch on the significance of proper attribution and conversion tracking, especially when substantial funds are involved. Issy advocates for a robust understanding of how different marketing channels interact, suggesting that marketers look beyond Google Ads for comprehensive performance insights. This episode is packed with actionable insights, making it a must-listen for anyone looking to optimize their Google Ads strategy, particularly when working with six-figure budgets.

Takeaways:

• When managing six-figure Google Ads budgets, having a diverse range of campaigns is vital for success.
• It's essential to continuously test and reflect on ad performance every two weeks to optimize strategies effectively.
• Attribution becomes increasingly important with larger budgets; consider using Marketing Mix Modeling for comprehensive insights.
• Scaling budgets requires a strategic approach; simply increasing spend without a plan often leads to poor campaign performance.

Find the notes here: https://keepopt.com/263

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Precision tracking and reporting in Google Ads is key to effectively optimising your campaigns and driving meaningful sales. In today’s episode, we dive into how understanding different buyer personas can significantly enhance your advertising strategy. We break down the importance of providing accurate attribution data to the Google Ads platform, which allows it to optimise for high-value customers rather than just any lead. Our guest, Michael Cole, shares insights from his experience at Everflow, where they successfully implemented these strategies to see a remarkable increase in quality leads.

Precision tracking and reporting in Google Ads is crucial for driving sales and maximizing ROI. Michael emphasizes that merely relying on Google’s native tracking can lead marketers astray, as the platform often attributes conversions based on a variety of factors that may not reflect the actual effectiveness of an ad. He suggests that using a third-party tool allows marketers to capture more accurate attribution data, enabling them to focus on high-value customers and optimise their ads accordingly. By sharing specific buyer behaviors and conversion metrics back to Google, advertisers can steer the algorithm towards what truly matters: identifying and targeting users who are likely to return for repeat purchases, thereby nurturing long-term customer relationships.

We also explore the differing types of buyers and how understanding their behaviors can inform ad strategies. Michael shares insights from his own experience, showing how their approach led to a significant increase in quality leads, even in the competitive landscape of SaaS marketing. He outlines the need for businesses to adapt their tracking methods to capture not just immediate purchases but also long-term customer engagement, which can drastically change the effectiveness of ad campaigns.

As we wrap up, Michael provides valuable insider tips on maximising Google Ads performance, encouraging listeners to prioritize understanding their customer data and refining their attribution models. Ultimately, the episode serves as a guide for marketers looking to refine their Google Ads strategies by focusing on precision tracking and effective reporting, ensuring that they can make informed decisions that lead to sustained growth and profitability.

Takeaways:

• Understanding different buyer types is crucial for effective Google Ads marketing strategies.
• Utilizing third-party tools can significantly enhance the precision of your Google Ads tracking.
• It's essential to provide accurate conversion data back to Google Ads for optimal ad performance.
• Ad platforms often have different incentives than advertisers, making independent data crucial for success.
• Treat your customers differently based on their buying behavior to foster long-term relationships.
• Optimising Google Ads is a continuous process that requires regular adjustments and data analysis.

Episode sponsored by Everflow. To find out how Everflow can help your brand, visit everflow.io .

Find the notes here: https://keepopt.com/262

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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If you're looking to ramp up your Google Ads game, optimising your shopping feed is a crucial step you shouldn't overlook. In this episode with Danny Ireland, we dive deep into how feeding the algorithm as much data as possible can significantly enhance your ad performance. Whether you're new to the game or a seasoned pro, this episode is packed with actionable tips that can help you refine your approach to Google Ads and ultimately drive better results for your business.

In this episode, we take a closer look at the potential of Google Ads through the lens of feed optimisation. It's a topic that often gets overlooked in the broader discussion of eCommerce marketing strategies. Danny breaks down the mechanics of product feed optimisation, explaining how crucial it is to enhance the data being fed into Google Merchant Center.

The discussion focuses on the importance of data in driving performance, with Danny stressing that more data leads to better targeting and optimisation. He navigates through the various methods of improving your product feed, including the use of third-party tools for better data management.

This episode is packed with actionable insights for marketers who want to ensure their product listings are not just seen but also convert effectively in an increasingly competitive environment. It also touches on future trends in digital marketing, particularly how emerging technologies like AI might influence feed optimisation strategies moving forward.

This is a must-listen for anyone serious about eCommerce growth.

Takeaways:

• Feeding the algorithm with extensive data is crucial for effective Google Shopping campaigns.
• To optimise your eCommerce feed, include more keywords and detailed attributes like color and material.
• Using a reliable feed management tool can significantly enhance how you manage and optimize your product data.
• The quality of your Google Shopping feed directly influences the success of your ads and overall campaign performance.

Find the notes here: https://keepopt.com/261

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Your customer list is your most powerful asset when it comes to Google Ads, and sharing that information with Google unlocks a wealth of opportunities for effective audience targeting. In this episode, we dive deep into the often-overlooked world of audience targeting, exploring how it can significantly enhance your advertising strategy.

We’ve got Jyll Saskin Gales, a Google Ads expert and author, sharing her insights and experience, including how your customer data can inform smart bidding algorithms and optimize your campaigns.

Audience targeting in Google Ads is a topic that often doesn't get the attention it deserves, yet it holds immense potential for eCommerce businesses looking to optimise their ad performance. A key takeaway from our conversation with Jyll is the impact of sharing your customer list with Google. This list is not just a collection of emails; it represents a powerful asset that informs Google's bidding algorithms and unlocks features like optimised targeting. Jyll emphasizes that for eCommerce retailers leveraging this customer data can significantly enhance ad effectiveness.

Transitioning into practical applications, Jyll shares real-world examples of how businesses can utilize Google’s audience targeting capabilities, illustrating that understanding who your target audience is can lead to better engagement and conversion rates. The conversation also touches on the importance of keeping your customer lists updated and utilizing Google’s automation features to stay competitive. By the end of the episode, listeners are equipped with not only theoretical knowledge but also practical tips that can be immediately implemented to boost their Google Ads campaigns.

Whether you are a small business or a larger retailer, this episode is packed with insights that can drive your marketing efforts forward.

Takeaways:

• Your customer list is an invaluable asset that can greatly enhance your Google Ads campaigns.
• Sharing your customer list with Google unlocks features that can optimise bidding and targeting strategies.
• Audience targeting is essential for eCommerce success, especially with Google Ads evolving rapidly.
• Utilizing Google's audience segments can help you reach specific demographics and interests effectively.
• Always keep your customer data updated to maximize the potential of automated targeting in Google Ads.
• Understanding how to leverage Google audiences will give you a competitive edge over your rivals.

Find the notes here: https://keepopt.com/260

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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If you're looking to up your game with Google Ads, you're in the right place. We're diving deep into the world of Performance Max, or PMAX, and sharing the five essential dos and five key don’ts for optimising your campaigns. Understanding what you aim to achieve with your campaign is crucial before you even set your bid strategy. With insights from Google Ads experts Becky Hopkin and Johnny Hyams, we'll equip you with practical tips to fill your optimisation to-do list for months to come.

Quick terminology update from Becky: "We refer to something called “Search Max” a few times in the episode. Google decided to rebrand it to “AI Max for Search” just after we recorded 🙄 so when you hear us say Search Max, please know it’s the same thing!"

The 5 Dos of PMax Optimisation

1. Understand channel performance: PMax campaigns run across various Google channels, so it's important to analyze performance on each to optimise effectively. Use scripts to get data on channel performance and understand where your budget is going.
2. Test feed-only PMax: To prioritize shopping and limit placements, create PMax campaigns using only a product feed and no other assets. This gives you more control and focuses spend on shopping, which often performs best for eCommerce.
3. Use high-quality assets: If you include images, videos, headlines, and descriptions, ensure they are high quality and relevant. All creatives should work well together, and asset groups should be used to maintain coherence.
4. Use negative keywords: Add negative keywords to your PMax campaigns to refine targeting and prevent irrelevant traffic. Google now allows adding negative keywords at the campaign level, which gives you greater control.
5. Align bid strategy with objectives: Choose the right bid strategy and set appropriate targets to achieve your campaign goals.

The 5 Don'ts of PMax Optimisation

1. Only use PMax campaigns: Don't rely solely on PMax; continue to use other campaign types like search, remarketing, and display for better control and targeting.
2. Bid on your brand name in PMax: Exclude your brand name from PMax campaigns to avoid paying higher costs per click, and use separate search campaigns for brand terms.
3. Let campaigns be limited by budget: If possible, avoid budget limitations, and adjust targets or increase budgets to maximize potential.
4. Overly segment campaigns: Avoid excessive segmentation, as PMax needs sufficient conversions to optimise effectively.
5. Leave final URL expansion on: Turn off the final URL expansion setting to control which pages users land on and prevent traffic from going to irrelevant pages.

Find the notes here: https://keepopt.com/259

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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SMS is a very personal channel that goes directly to your phone, making it an essential part of your marketing strategy. In this episode, we dive into how to effectively integrate SMS into your email marketing plans, addressing a common challenge many businesses face: knowing they should use SMS but not knowing how to start. I chat with Naomi Davis, an expert in the field, who shares actionable insights on the types of campaigns to send and the importance of messaging that provides real value.

Integrating SMS into your email marketing strategy is essential for enhancing customer engagement. The episode dives into the nuances of this integration with expert Naomi Davis, who emphasizes that SMS is a highly personal channel. Unlike emails, which can get lost in an inbox, SMS messages land directly on the recipient's home screen, making them more immediate and impactful. By considering the timing and content of your SMS campaigns in relation to your email efforts, you can create a seamless customer journey that maximizes engagement and conversion rates.

The conversation shifts to practical tips for executing SMS campaigns effectively. Naomi advises listeners to start by collecting SMS consent properly and utilizing that list from the get-go. She suggests implementing a welcome series that immediately engages new subscribers, providing them with incentives and offers tailored to their interests. The discussion covers how to avoid common pitfalls, such as over-segmenting or solely relying on discounts in SMS communications. Instead, Naomi encourages brands to explore a diverse range of messaging strategies to keep their audience engaged without diluting their brand value.

Towards the end, Naomi shares insights on measuring the effectiveness of SMS alongside email marketing. She highlights the importance of analyzing customer behaviors across both channels to optimize future communications. The episode wraps up with actionable advice on maintaining a balanced cadence of messaging, ensuring that customers feel valued. By combining the storytelling power of email with the immediacy of SMS, brands can foster stronger relationships with their audience and drive better marketing results.

This episode is a goldmine for marketers looking to elevate their strategies and connect with customers on a more personal level.

Takeaways:

• Integrating SMS in email marketing demands a unique approach tailored to the audience.
• SMS is a personal communication channel and should be treated with respect and value.
• Sending a prompt welcome message after collecting SMS consent is crucial for engagement.
• To optimize your SMS strategy, segment your audience based on behavior and engagement metrics.
• Timing is key; consider sending SMS after an email to enhance engagement rates effectively.
• Avoid over-relying on discounts in SMS campaigns to maintain brand value and customer loyalty.

Find the notes here: https://keepopt.com/258

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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