Simple and Smart SEO: GEO for Shopify and Etsy sellers

In this insightful and refreshingly practical episode of the Simple and Smart SEO Show, Crystal sits down with Alyssa Corso—SEO strategist and healthcare content pro—to talk all things content refresh. 

Alyssa breaks down her favorite ways to optimize existing content without burning it all down.

Whether you're running a blog in a Your Money or Your Life (YMYL) niche or just wondering if updating the year in your title is enough (spoiler alert: it's not 😅), this episode is packed with real-world tips to make your SEO strategy work smarter, not harder.

💡 Key Takeaways:

• Not All Updates Are Equal: A content refresh doesn’t have to mean a full rewrite. Small additions like FAQs or new sources can move the needle.
• YMYL Content = Higher Standards: If your content impacts someone’s health, money, or safety, Google expects top-notch trust and quality signals.
• Check the SERP Features: See what’s ranking (video packs, AI overviews, People Also Ask), then optimize accordingly.
• Don’t Be That Brand: Simply changing the publish date isn’t an update—it’s shady and ineffective.
• Internal & External Links Matter: Link to your own valuable content and trustworthy external sources like .gov or .edu sites to build EEAT.
• AI Isn’t Replacing You (Yet): Use ChatGPT for brainstorming, but don’t let it do all the thinking for you.

🔥 Memorable Quotes:

• “A content update doesn’t have to be an overhaul... It can be an FAQ insert or updating your sources and links.” - Alyssa Corso
• “If you’re ranking #1 but not in the featured snippet—why not try and go for it?” - Alyssa Corso

✅ Listener Action Items:

• 📝 Audit your older posts—can you add a helpful FAQ or new source?
• 🔍 Search your target keyword and note what SERP features appear.
• 🔗 Add new internal and external links to boost EEAT.

📬 Connect with Alyssa at alyssacorso.com or drop her a line at [email protected].

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...

In this episode of the Simple and Smart SEO Show, Crystal Waddell chats with SEO consultant and BrightonSEO speaker Alyssa Corso about a topic every content creator should understand—SEO content decay. 

Alyssa shares how content naturally loses visibility over time and outlines a strategic process for updating content to improve performance and generate real business results.

From identifying "money keywords" to understanding the phases of content decay, this episode is packed with insights on how to make your existing content work harder for your business. 

Whether you're a startup with limited resources or a seasoned marketer, Alyssa’s practical strategies will help you tie your content efforts to revenue—and avoid wasting valuable time.

🔑 Key Takeaways:

• SEO Content Decay Defined: Alyssa breaks down the lifecycle of content—from initial spike to inevitable decline—and why regular updates matter.
• Revenue-Driven Content Strategy: Learn how to identify "money keywords" and optimize content that leads to conversions.
• Update with Purpose: Alyssa explains how to use tools like Google Analytics, Google Search Console, and SEOGets to prioritize what to update and when.
• Content Clusters for Niche SEO: Especially in industries like healthcare, Alyssa shows how to build supporting content around core topics.
• Avoid Reactionary SEO: Don’t overreact to algorithm changes—strategic, user-first updates are key.

🔦 Episode Highlights:

"Does this piece of content bring revenue to the business—or does it have another type of value to reach your goals?"
– Alyssa Corso"

There’s more opportunity on the other side of trying than not trying at all."
– Crystal Waddell

✅ Listener Action Items:

• Audit your existing blog content using Google Analytics and Search Console.
• Identify your top revenue-driving keywords—aka "money keywords."
• Create a spreadsheet or use a tool like Monday.com to monitor content age and performance.
• Update content that aligns with your business goals, not just based on rankings.
• Track conversions through GA4, UTM links, or email capture to understand content impact.

Connect with Alyssa:

Linkedin

AlyssaCorso.com

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...

In this jam-packed Part 2 episode, I continue my insightful chat with David Green, founder of Devslove.com. 

We dive deep into Google Ads, strategic ad spend, and the realities of running paid campaigns for small businesses. 

David shares expert insights on choosing the right platform, retargeting strategies, and why SEO and AI-driven search are shaping the future of digital marketing. 

Plus, we discuss pricing, profitability, and setting the right goals to make digital marketing actually work for your business. 

If you're an entrepreneur looking for a clear strategy to maximize your online presence, this is an episode you don’t want to miss!

🔥 Key Takeaways:

 ✅ Choosing the Right Platform – Should you start with Google Ads, Facebook, or LinkedIn?
✅ Retargeting 101 – The power of keeping your brand top of mind for potential customers.
✅ Ad Spend Strategy – The 90-day rule for testing ad profitability.
✅ Pricing and Profitability – Why underpricing can ruin your ability to run ads effectively.
✅ SEO vs. Paid Search – How they work together for long-term growth.
✅ AI & Search Trends – What’s changing in 2025 and why SEO is still critical.

✨ Memorable Quotes:

💡 “Google Search is one of the best proxies for demand that you can find.” – David Green
💡 “If you're not converting high-intent visitors, something is wrong with your website—not your ads.” – David Green
💡 “Ads don’t work if your pricing isn’t built for profitability.” – Crystal Waddell
💡 “SEO is about more than just traffic—it’s about making that traffic meaningful for your business.” – Crystal Waddell

🎯 Listener Action Items:

✔️ Do a quick Google keyword check before diving into ads—is your audience even searching?
✔️ Audit your website’s conversion process before launching paid ads.
✔️ Consider a retargeting strategy—not everyone buys on their first visit!
 

🎧 Where to Find David Green:

💼 Website: devslove.com
🔗 LinkedIn: David Green

🎙️ Join the SEO Conversation:

✅ Follow me on LinkedIn → Crystal Waddell
✅ Need SEO coaching? Visit Simple and Smart SEO
✅ Join my SEO Squad for expert guidance on optimizing your online presence!

🌟 Loved this episode? 

Don’t forget to leave a ⭐⭐⭐⭐⭐ review and share it with a fellow business owner who needs clarity on SEO and ad strategy! 🚀

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at aise

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...

In this episode of The Simple and Smart SEO Show, I'm sitting down with David Green, founder of Devs Love, to talk about the major shifts happening in digital marketing! 

Fresh after BrightonSEO, David shared insights from his strategic planning retreat, where AI disruption was front and center. 

We discuss how AI levels the playing field for small agencies, the shift in Google Search, and why omni-channel marketing is no longer optional. 

What You’ll Learn in This Episode:

💡 AI’s Role in Leveling the Playing Field – How small businesses can leverage AI to compete with big agencies.
🔍 Google Search vs. Perplexity AI – Why experts say Google Search is in trouble.
📈 YouTube Ads & Brand Growth – How tracking search impressions can prove ad impact.
🧠 Strategic Planning for 2025 – What small businesses need to focus on in the age of AI.
🙌 The Human Factor in Marketing – Why staying close to your customers is more critical than ever.

Memorable Quotes:

🗣️ "AI is disrupting marketing at the same level as when smartphones changed how people buy." – David Green
🗣️ "ChatGPT writes really good code—just tell it what you want!" – David Green
🗣️ "Omni-channel marketing isn’t the future—it’s the now." – Crystal Waddell
🗣️ "Tech companies that ignore their core users? That’s how they lose them." – Crystal Waddell

Listener Action Items:

✅ Experiment with AI tools like ChatGPT to automate and optimize marketing.
 ✅ Diversify your traffic sources—don’t rely solely on Google.
 ✅ Re-evaluate your ad strategies with a long-term view.
 ✅ Stay engaged with your customers to understand their needs in real-time.
 ✅ Tune in for Part 2, where David dives deep into Google Ads for small businesses!

📌 Stay Connected:
🎙️ Listen & Subscribe: podcast.simpleandsmartseo.com
💬 Follow Crystal: SimpleandSmartSEO.com
👥 Connect with David Green: DevsLove.com LinkedIn

Don’t miss Part 2, where we unlock the secrets of Google Ads for small businesses! 🎧

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...

Welcome back to another Follow Through Friday on the Simple and Smart SEO Show! 🚀 

If you caught my conversation with Katie Stone, SEO lead at Lead Hub, you know we went deep on local SEO, Google Search Console Insights, and keyword strategy. 

(Missed it? No worries! Listen Here!)

Ready to make your SEO work for you? 

👇🏽 Let’s dive in. 👇🏽

💎 Key Takeaways:

1️⃣ Google Search Console = Your SEO Goldmine

🔍 Google Search Console (GSC) isn’t just a data hub—it’s your secret weapon for seeing exactly how people find your website. But did you know you can unlock even deeper insights with the Enhanced Analytics Chrome Extension? 😱

🚀 Pro Tip: Install the GSC Enhanced Analytics extension (Chrome-only!) to unlock advanced data views

💥 Action Step: Check your top-performing pages and compare their performance over time. Do any need a content update? 🤔

2️⃣ Keyword Research: Smarter, Not Harder

Instead of chasing broad, generic keywords (water heater 🔥😴), think action-based—like water heater installation (boom! 💥).

Why? These show intent to purchase. 🛍️

💥 Action Step: Use GSC filters to find high-intent keywords.

3️⃣ Competitor Research = Your Shortcut to SEO Wins

💡 Ever wonder what keywords your competitors are ranking for that you’re not? That’s where Keyword Gap Analysis comes in.

🔥 Crystal’s Favorite Tool: Dragon Metrics (but Semrush & Ahrefs work too!)

📊 How it works:
1️⃣ Run a Keyword Gap Analysis to see what your competitors rank for that you don’t.
2️⃣ Identify "easy win" topics
3️⃣ Create new blog posts, landing pages, or optimize existing pages 

🎯 Your Follow-Through Challenge 🚀

Pick just one of these action steps and implement it this week:
✅ Install the GSC Enhanced Analytics Extension & analyze your top pages
✅ Use intent-based keyword filters to refine your keyword strategy
✅ Run a Keyword Gap Analysis and find opportunities to steal some rankings

Then tell me how it goes! 📩 Need more help? Book an  SEO Power Hour with me at  or join my SEO Squad for weekly support.

📢 Share it with an entrepreneur friend who needs smarter SEO! 

Keep moving forward! 💪🚀

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...

In this special solo episode of The Simple and Smart SEO Show, host Crystal Waddell reflects on her conversation with branding expert Mordy Oberstein. 

She shares key insights on defining your brand identity, optimizing SEO for conversions, and making smart business decisions that foster growth. 

Crystal also provides real-world examples of how she applied these lessons to her e-commerce business, proving that when branding and SEO work together, magic happens. 

If you’ve ever struggled with niching down, pricing your products right, or making your website more engaging, this episode is packed with actionable tips!

Key Takeaways:

✅ Know Your Brand Identity – If you're not something, you're nothing. Be clear about who you serve and who you don’t.
✅ Focus on Niche Markets – Trying to sell to everyone leads to confusion. Pick a market and dominate it.
✅ Pricing for Profit – Charging too little means working for free. Stand firm on prices that sustain your business.
✅ SEO + Branding = Conversions – Ranking high isn't enough; you must connect emotionally to turn visitors into buyers.
✅ Smart Business Growth – Expanding isn't about offering more—it’s about offering better and creating repeat customers.

Memorable Quotes:

 💡 “SEO isn’t just about being found; it’s about being remembered.” – Crystal Waddell
💡 “No risk it, no biscuit!” – Mordy Oberstein

Listener Action Items:

🚀 Reflect on your brand identity. Who are you truly serving?
 🚀 Review your website. Does it resonate with your audience, or is it just optimized for traffic?
 🚀 Re-evaluate your pricing strategy. Are you charging what you're worth?
 🚀 Consider business expansion wisely—does it align with your core audience?
 🚀 Take a step toward improving your branding and SEO integration today!

Resources & Links:

📌 Listen to the original episode with Mordy Oberstein –
 📌 Visit Crystal’s business, Collage and Wood
📌 Get in touch with Crystal – SimpleAndSmartSEO.com

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...

In this guest-hosted episode of The Simple and Smart SEO Show, Celeste Gonzalez (Director of Roo Labs at Rickety Roo) and Melissa Popp (Content Strategy Director at Rickety Roo) dive deep into local SEO strategies. 

They explore the power of problem-solving content for small businesses and how local companies can stand out against larger competitors. The discussion covers how to identify local pain points, create community-driven content, and balance SEO with engagement-focused strategies.

Key Takeaways:

✅ Problem-solving content builds trust: Addressing real-life local issues makes your brand more credible and relevant to your community.
✅ Go beyond keyword research: Your own team, customer inquiries, and community forums are valuable content sources.
✅ Multi-location businesses must localize content: Even national brands need to engage with community-specific challenges.
✅ Community engagement fosters long-term brand awareness: Covering local issues—even those indirectly related to your business—helps position you as a trusted resource.
✅ Diversify beyond SEO: Businesses that rely solely on organic traffic risk losing visibility. Multi-channel marketing is essential.

Episode Highlights & Memorable Quotes:

📊 On balancing SEO and branding:
"Too many businesses focus only on SEO content. But content should build trust first and rank second."

💡 On social media’s role in local SEO:
"Why are SEOs suddenly ‘discovering’ branding? Multi-channel marketing has always been vital—businesses need to go where their customers are."

Listener Action Items:

✅ Audit your content strategy: Are you focusing too much on generic SEO content? Find ways to localize and address specific pain points.
✅ Mine insights from your team: Ask your customer service reps and technicians what common issues they encounter. These real-world problems make excellent content topics.
✅ Tap into local community discussions and Expand Beyond Organic Search: Monitor Nextdoor, Facebook groups, and local news to identify trending topics that relate to your industry.
✅ Balance SEO with engagement content: Don’t just chase keywords—focus on building relationships through helpful, trust-building content.

Connect With Celeste and Melissa:

🔗 Rickety Roo
🔗 Melissa Popp & Celeste Gonzales on LinkedIn

🚀 Enjoyed this episode? Leave us a review & share with your network!

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at aise

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...

In this episode of The Simple and Smart SEO Show, host Crystal Waddell sits down with Katie Stone, SEO Lead at LeadHub, to discuss local SEO strategies, keyword research, and essential SEO tools. 

Katie shares her insights from Brighton SEO, her journey in the industry, and practical tips for leveraging Google Search Console, Screaming Frog, and keyword gap analysis to gain a competitive edge.

Key Takeaways:

• Google Search Console can be a free and powerful tool for uncovering content ideas and improving topical authority.
• Hyperlocal SEO is critical for small businesses, focusing on local pain points and industry-specific challenges.
• Keyword gap analysis helps identify content opportunities and outrank competitors.
• Competitor research is key—using tools like SEMrush, Ahrefs, and DragonMetrics to analyze backlinks and search visibility.
• SEO tools with AI integrations need improvement, but Screaming Frog’s AI and Lighthouse integrations offer actionable insights.
• Zero-click searches are reshaping SEO metrics—impressions and visibility will play a bigger role in future rankings.

Memorable Quotes:

• 🗣️ “Your website should answer the questions your users are asking. Google Search Console can show you exactly what those questions are.” – Katie Stone
• 🔍 “Hyperlocal content helps you dominate local search—understand your community’s unique challenges and address them in your content.” – Katie Stone
• 📊 “SEO isn’t just about reacting to Google updates. You can go on the offensive and overtake competitors with the right strategy.” – Katie Stone
• 🚀 “The future of SEO tools lies in tracking brand visibility, not just rankings, because zero-click searches are taking away our clicks.” – Katie Stone

Listener Action Items:

✅ Analyze your website’s top queries in Google Search Console to find content opportunities.
✅ Perform a keyword gap analysis using your preferred SEO Tool to identify topics your competitors rank for that you don’t.
✅ Experiment with SEO tools like Screaming Frog, SEMrush, and Google Trends to improve technical SEO and keyword research.

Resources Mentioned:

🔗 Google Search Console Enhanced Analytics Extension (for deeper query insights)
🔗 Dragon Metrics (SEO research tools)
🔗 Screaming Frog SEO Spider (for site audits and AI integrations)

🎥 Watch Katie’s Brighton SEO talk on YouTube! 

✅ Follow Katie Stone for more SEO insights on LinkedIn, X (Twitter), and BlueSky 

Connect with me (Crystal Waddell):

• 🎙️ Follow The Simple and Smart SEO Show for more expert interviews & SEO insights.
• 💡 Join Crystal’s SEO Squad for weekly website strategy sessions. Fill out the form on my homepage!
• Book a Power Hour to Get Unstuck in your SEO journey!

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at aise

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...

In this episode of Simple and Smart SEO, Crystal Waddell sits down with the one and only Mordy Oberstein—Head of Brand at Wix, founder of Unify Brand Marketing, and self-proclaimed SEO contrarian (with a soft spot for brutal honesty). 

If you think SEO is just about keywords and backlinks, Mordy is here to obliterate that notion faster than an algorithm update can tank your rankings.

They dive into how businesses should stop trying to be everything (because newsflash: that means you’re nothing), and why SEOs should stop acting like lone wolves and start sitting with the comms team.

💡 Key Takeaways:

• Branding is a Mindset: If your brand is just ‘meh,’ then congrats—you’ve successfully made yourself forgettable.
• Empathy & Nuance in Marketing: Understanding your audience is not just a trendy phrase—it’s literally the difference between a brand that connects and one that screams into the void.
• SEO & Branding Are Now Besties: Gone are the days of SEO being just about technical hacks. If you don’t integrate branding, you’re just playing whack-a-mole with rankings.
• Positioning > Messaging: If you skip positioning and jump straight to messaging, you’re basically a minivan company trying to sell “coolness” (spoiler: it’s not working).
• Vulnerability in Branding: Yes, making a bold brand choice means some people won’t like you. No, you cannot please everyone. Yes, that is actually a good thing.
• Welcome to the Digital Winter: There’s too much noise, too much content, and too many companies trying to be everything. The winners? Brands that actually resonate.

🔥 Memorable Quotes:

“If you aren’t something, then you’re nothing. And if you’re something, then you’re for somebody.” – Mordy Oberstein

“No risk it, no biscuit.” – Mordy (channeling his inner Todd Bowles while explaining brand strategy)

🛠 Resources & Mentions:

• Mordy’s brand consultancy: Unify Brand Marketing 
• Follow Mordy for more hot takes: LinkedIn
• Connect with Crystal (aka the one who survived this interview): Website | Instagram | LinkedIn

🎧 Listen & Subscribe:
Avoid SEO disasters and brand identity crises—subscribe to the Simple and Smart SEO Show on your favorite podcast platform!

👉 Enjoyed this episode? Leave a review and tell us which of Mordy’s takes made you laugh, cry, or rethink your entire marketing strategy.

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at aise

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...

In this Follow Through Friday episode of the Simple and Smart SEO Show, Crystal Waddell reflects on her marketing strategies and shares three key action items to optimize marketing efforts without extra workload. 

She dives into integrating marketing channels, dedicating time for learning, and repurposing content efficiently. 

If you're looking for smart ways to strengthen your marketing strategy, this episode is packed with practical tips!

Key Takeaways:

1. Integrate Your Marketing Channels – Ensure social media, blog posts, and email marketing work together to guide potential customers toward conversions.
2. Dedicate Weekly Learning Time – Stay updated with SEO and marketing trends by setting aside time to learn new strategies.
3. Repurpose Content Effectively – Transform high-performing content into new formats for different platforms to maximize reach and save time.

Episode Highlights:

• 🔹 "Are your marketing channels actually working together? If not, it's time for a strategy tweak."
• 🔹 "One of the biggest mistakes I made was always creating new content instead of leveraging what I already had."
• 🔹 "If you’re not learning something new, you’re falling behind. SEO and marketing are always evolving!"

Listener Action Items:

✅ Audit your marketing channels – Are they effectively driving traffic to your email list and products?
 ✅ Block 30 minutes this week to learn something new about SEO or marketing.
 ✅ Repurpose one high-performing piece of content into a different format.

Resources & Links:

📌 Download the Content Repurposing Spreadsheet 
📌 Follow Crystal on Instagram: @simpleandsmartseo
📌 Need personalized SEO coaching? Visit: simpleandsmartseo.com

Support & Connect:

📩 Email: [email protected]
⭐ If you loved this episode, leave a review & subscribe—it helps more entrepreneurs find these SEO insights!

Text me your questions or comments!

Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

 Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)

Here's a quick question: Are people actually finding your products on Google?

If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.

I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.

No tech headaches, no fluff. Join us at

Support the show

Is your Shopify store quietly losing sales? Run the free, 5-minute self-check →

Book a Strategy Call With Crystal!

Want to follow up on what you've heard? Search the podcast!

AFFILIATE LINKS:

SEO TOOLS :

Keywords Everywhere: My favorite keyword research tool!

Get SurferSEO! The ultimate content creation tool!

E-COMMERCE TOOLS:

Start your Shopify Store! (use my link)

Klaviyo: The leader in Ecommerce Email

Grid and Pixel: Get John and his team's help in setting up your flows and campaigns!

SOCIAL MEDIA TOOLS:

Metricool (Awesome and easy to use social media scheduler!)

Note:
If you mak...