Dan Coleman is an eCommerce Wizard.

He’s accredited by both the Chartered Institute of Marketing AND the Institute of Data & Marketing Association! And via his consultancy Coleman Marketing he’s worked with many household names and startups over the last 20 years including Phase 8, Virgin, Hotel Chocolat, and Cath Kidston.

Dive in:

[04:04] eCommerce Journey: From F1 to SEO

[08:08] Pre-Internet Search Methods

[11:25] Rethinking SEO Strategy

[15:42] Evaluating eCommerce Ranking Effectiveness

[19:00] Domain Focus & Site Relevance

[22:12] Purposeful Blogging for Buyer Decision

[25:47] AI's Impact on Product Data

[29:21] Insider Tips from Dan!

 

The Fundamentals of SEO Haven’t Changed—Focus on the Basics

Despite all the hype around AI and the ever-evolving landscape of search, Dan stresses that the core fundamentals of SEO remain the same. Success is still about convincing search engines that your site is the best possible recommendation for a user’s query. Above all, the job of eCommerce SEO is to ensure your website is accessible, understandable, and deserving of a top spot in the search results. Don’t be distracted by every new trend—get the basics right and keep coming back to them.

Master the Three Key SEO Questions

Dan introduces a practical framework for evaluating your SEO efforts—three essential questions that should guide all your decisions:

• Can the search engine crawl your site?
• Does the search engine understand your site (think simple, literal language that spells out what you offer)?
• Is your content or offering good enough to deserve a recommendation?

By routinely asking these questions, you stay focused on what truly matters, cut through the noise, and make sure your site is always optimized for how search engines actually work.

Prioritize Product Data and Transactional Content Over Lifestyle Blogs

One of the most actionable takeaways from this episode is the shift in SEO content strategy. Dan points out that for eCommerce brands, success now leans heavily on robust product data and well-structured product/category pages, rather than pouring resources into “superfluous” lifestyle blogs. Blog content should support the buying journey (like buyer’s guides or use cases), not just attract random traffic. Focus 80% of your content efforts on improving your product listings and taxonomy, and only 20% on supplementary content. In the age of AI-driven search, clear, organized, and relevant product information is more important than ever.

Takeaways:

• SEO isn’t magic, it’s about being the best answer to what people want. If you want to win, think less about gaming algorithms and more about genuinely helping search engines recommend your site to real humans.
• Don’t overcomplicate SEO. Dan Coleman reminds us: Can search engines crawl your site? Do they understand it? Is your content any good? Answer yes, and you’re on the right track.
• AI is changing the SEO landscape, but not the fundamentals. Great product data and clear, purposeful content still win. Focus on what really makes your site the best choice for buyers.
• Forget endless lifestyle blogs—most eCom brands should spend more time improving their product pages and only create guides that actually help customers buy. Quality over quantity!
• Tempted by hot new SEO tricks? Stick to basics: organize your site, be clear with your language, and make every page genuinely helpful. Sometimes the oldest advice is the most future-proof.

Find the notes here: https://keepopt.com/268

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