Marianne Morrison has been obsessed with retail growth for over a decade. Initially building, growing, and selling her own skincare brand, and now working with many retailers and brands to help them achieve their business growth goals.In this episode, she’s breaking down how to turn TikTok from a social platform into a serious sales channel — with real-world advice on content, offers, and audience growth that every eCommerce brand can use.Dive in:[04:03] "Navigating TikTok for Brands"[07:38] TikTok Growth Strategy Insights[12:18] Effective Influencer Collaboration Tips[14:11] Success on TikTok Requires Offers[18:02] TikTok Success Requires Planning[24:39] Insider Tips from Marianne!TikTok Success Starts with Strategy, Not ViralityJumping onto TikTok without a plan rarely works. Marianne stresses that you must first know who your audience is and why they’re on TikTok. Then study your competitors and define your own niche before posting or running ads. TikTok rewards brands that show up with purpose and consistency, not those chasing quick wins. Treat it like any other serious marketing channel—start with strategy, not luck.Authentic, Consistent Content Drives Real GrowthThe biggest wins on TikTok come from real, relatable content. Perfectly polished videos don’t connect as well as authentic moments that show the human side of your brand. Post often—daily if possible—and engage with comments and followers. Consistency tells TikTok’s algorithm you’re serious, helping you reach more of your target audience. Authenticity builds trust, and trust drives conversions.TikTok Shop Rewards Offers and EngagementTikTok Shop thrives on urgency and deals. Flash sales, limited-time discounts, and free shipping can turn browsers into buyers fast. But you need to plan your offers carefully to protect your margins. Marianne also highlights that live selling is where real engagement happens—brands should go live at least three times a week for an hour or more. The more consistent and interactive you are, the more TikTok rewards you with visibility and sales.Takeaways:TikTok’s not just about trends—authenticity and passion matter more than ever. Brands that connect honestly with their audience are laying the foundation for lasting success.Strategic action beats random posting on TikTok. Before ads or creators, you need a clear organic content plan and a deep understanding of your audience and competitors. Purpose drives results.Lives on TikTok aren’t magic shortcuts—consistency is key. The algorithm needs time to learn about you. Want results? Commit to regular lives, at least 3 times a week, and let your brand’s energy shine through every session.TikTok Shop thrives on urgency and offers. Flash sales, free shipping, and smart discounts hook buyers. But manage your margins carefully—profitability matters as much as visibility.AI tools are game changers, but don’t lose your brand’s soul. In a world of generic copy, the real power lies in authentic storytelling and honest engagement. Let tech help, but keep your passion at the heart of everything.Find the notes here: https://keepopt.com/283**** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Rachel Cryan is a Digital Strategist at award-winning digital marketing agency Anicca Digital. She’s been deep in social media for over a decade helping 100s of brands leverage it to grow their sales. Including recently scaling one client to over £1million in revenue through TikTok Shop Ads.Rachel shares what every eCommerce marketer needs to know about TikTok’s newest ad tool, GMV Max. From how the algorithm actually works to the creative tactics driving six-figure results, this one’s packed with insights you can put into action right away.Dive in:[03:41] Content Creation vs Ad Strategy[06:51] "GMV Max Advertising Insights"[12:14] "Challenges in Campaign Management"[13:27] "Adapting to GMV Max Transition"[18:33] Campaign Video Strategy Challenges[20:37] Advertising Strategies for Black Friday[22:31] Insider Tips from Rachel!TikTok’s GMV Max Changes the Game for TikTok Shop AdsTikTok has replaced its old ad format for TikTok Shop with a new system called GMV Max. It’s an automated, algorithm-driven tool that decides which products to promote based on engagement and ROI. This means brands have less manual control but can reach more ready-to-buy customers. For eCommerce owners, success now depends on feeding the algorithm the right signals — strong creative, consistent data, and clear goals. You can’t rely on old ad tactics anymore; you have to adapt to how TikTok’s AI wants to sell your products.Video Creative Is Everything — Especially for TikTok ShopYour product videos now determine how your ads perform on TikTok Shop. GMV Max rewards content that gets attention and engagement, so the more videos you have, the better your chances. Create a mix of formats — feature demos, user-generated content, and authentic creator clips. Don’t wait for affiliates to do all the work; invest in making your own videos so you can control the story and highlight your product’s best features. For TikTok Shop success, quantity and quality of video content are your biggest levers.Structure Your Campaigns Smartly to Keep ControlEven though GMV Max is automated, you can still guide it with smart structure. Split your campaigns by product type or performance level — for example, bestsellers, mid-performers, and low-sellers. This helps you manage budget flow and avoid all your ad spend going to just one or two products. It also shows you which products need more content or testing. For eCommerce teams, this structure makes your TikTok ad strategy more focused, scalable, and ready for high-volume seasons like Black Friday.Takeaways:TikTok Shop is on the rise! If you're a brand, now's the perfect time to join. And for creators, it's a golden age for fresh content – brands are hungry for new videos. The TikTok ecosystem is growing fast. Don’t miss out!GMV Max is changing the TikTok Shop game, making ads more automated and ROI-driven. Brands, focus on creative video content to boost your products—IT’S all about what performs best on TikTok now.Feeling overwhelmed by TikTok’s new GMV Max? Start small: split your campaigns by product performance and create more videos for products that need a push. Control your narrative—and your results!TikTok isn’t just for big brands. Small businesses and new creators have a wide open lane to shine. TikTok’s support and automated tools make it easy to get started—even if you’re new to digital marketing.The new TikTok Shop ad platform makes creative content king. For brands, work with more affiliates, offer better commissions, and experiment with video styles. For creators, there’s real opportunity to grow—and earn!Find the notes here: https://keepopt.com/282 **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Ben Muir is the founder and CEO of Unsociable, one of the top rated TikTok Shop partners in the UK and US. Unsociable are the only partners to have won the TikTok Shop livestreaming award twice, and the video production excellence award.Learn how brands are hitting six-figure sales on TikTok Live — and how you can too. Ben shares the insider playbook for making live shopping work for your business.Dive in:[05:08] TikTok Shops Demands Live Streaming[08:54] "Showcase vs. Regular Livestreams"[11:54] Engaging Live Shopping Experiences[15:09] Maximizing TikTok Targets with Long Lives[18:35] Real-Time Audience-Led Live Strategy[22:30] Building Live Streaming Success Takes Time[23:35] Path to Effective Live Showcases[28:49] Insider Tips from Ben!Start Small and Build Toward Big WinsDon’t rush into a 12-hour TikTok live event. Start by learning how your products perform on the platform. Focus first on going viral with creator videos or affiliate posts. Once your brand gains traction, introduce live streaming to convert that attention into sales. Small, consistent lives help you test what works before scaling up to six-figure showcases.Plan Live Streams Like Major Product LaunchesSuccessful TikTok lives don’t happen by chance. The best-performing brands treat them like full-scale marketing campaigns. Give your audience a clear reason to show up — a product launch, anniversary, or special offer. Create excitement early through teaser content, influencer support, and email marketing. The more you plan the theme and storytelling, the more engagement and conversions you’ll drive.Keep Testing and Refreshing to Stay RelevantTikTok’s algorithm and audiences move fast, so constant testing is key. Try new product bundles, seasonal themes, and surprise elements to keep viewers watching. Study what converts — the words hosts use, how products are presented, and what visuals grab attention. Use that data to improve every live stream. The more you adapt, the longer you’ll stay ahead of competitors and keep sales growing.Takeaways:The path to a six-figure TikTok Live isn’t instant—it’s all about building up, learning your craft, and understanding what really resonates with your audience before going big. Start small, optimize, then go for the showcase!TikTok Shop’s showcase (UK) and mega live (US) events can turn eCommerce brands into household names. It’s not just about selling, but creating a true event, a reason for people to join and get excited.Don’t rush into livestreaming on TikTok Shop. Ben says to first go viral organically—let the algorithm and community discover you, then tap into live once there’s real momentum. Viral first, live next!The secret sauce for TikTok live success? Continuous testing of product bundles, creative giveaways, and engaging themes that keep customers curious and coming back. Refresh, innovate, and your audience will grow!TikTok Shop actively supports its top sellers, even helping with traffic and subsidizing discounts for big live events. Build your presence and they’ll soon be helping you hit those huge numbers. Find the notes here: https://keepopt.com/281**** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Beth is a social and influencer strategist with over a decade of experience leading content, social and influencer for some of the most well-known brands, including TikTok and Deliveroo. She’s the co-founder of Slice, a social media consultancy.Discover how to grow your brand on TikTok without chasing trends. Beth shares proven organic and search-driven strategies for lasting success.Dive in:[06:13] Strategic Content Planning for TikTok[08:36] TikTok's Personalized Content Strategy[13:23] Integrating Teams for Cross-Platform Success[16:40] TikTok Content Indexing Tips[19:15] TikTok Trends: Fleeting Brand Impact[24:12] Influencer Collaboration Strategy Considerations[26:43] Optimizing TikTok Collaboration Strategy[29:12] Insider Tips from Beth!Start with Strategy, Not TacticsBefore jumping onto TikTok or any social platform, Beth stresses the importance of having a clear social strategy. Instead of just following the latest trends or joining because “everyone else is there,” brands should first determine their goals—whether it’s increasing sales, building awareness, or changing brand perception. By understanding what you want social to do for your brand, you can decide if TikTok is the right platform for you and make more focused decisions about your content and resources.Focus and Consistency Matter More Than Doing EverythingWith TikTok offering a wealth of features and content possibilities, it’s easy for brands—especially those with small teams—to get overwhelmed. Beth’s advice: don’t get distracted by all the options. Instead, honestly assess your resources and pick one or two tactics you can commit to. Then, go all in. Consistency is the key to lasting success on social platforms. Doing a few things very well, over time, is more effective than trying to do everything poorly or sporadically.Leverage the Power of Social Search and CollaborationTikTok isn’t just a ‘trending’ platform—it’s quickly becoming a powerful search engine, especially for younger audiences. Beth encourages brands to think about how their content can be discovered over time, not just through the For You Page (FYP), but also via search. Integrate SEO strategies by collaborating with your SEO team and using tools like TikTok’s Creator Search Insights. Also, don’t feel you must create everything yourself; leveraging partnerships with creators and using user-generated content can increase reach and authenticity. Remember to target both niche and broader audiences to expand your impact.Takeaways:Drowning in to-do’s for TikTok? Beth says: pick ONE or TWO content ideas and go all in. You don’t need to do everything—just do what you can consistently and well for truly organic growth.The real 'targeting' on TikTok is your content. Focus on what your audience actually wants to see, not just what your brand wants to say. It’s the best way to land in their For You Page.Jumping on the latest viral trend? Beth’s advice: pause and ask "why?" Views don’t always equal brand impact. Making memorable, episodic content might serve you better in the long run.Want your TikTok videos to show up in searches? Optimize what you say in your videos, the captions, and even the on-screen text. Social search is growing—time for brands to get strategic.Creators aren’t just for big launches. Work with smaller creators, try different content types, and think about boosting their posts instead of just your own. Collaboration beats chasing every trend.Find the notes here: https://keepopt.com/280 **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Leila Kimiai-Nia is a business coach at Emoceansdeep, and a former TikTok Shop seller turned trainer. She now helps her clients build their TikTok Shop sales for the long term via livestreams.Dive in:[05:01] TikTok Shop Success Through Consistency[06:51] Bridging Sales and Wellness Gaps[12:33] "Sustaining Live Streaming Success"[14:06] Consistent Branding with Multiple Presenters[18:01] Nervous System Regulation for Burnout[21:33] Expanding Capacity Through Small Moments[25:17] Pace Yourself in Content Creation[28:02] Insider Tips from Leila!Consistency is the Key to TikTok GrowthTikTok’s algorithm rewards brands that show up regularly. Daily live streams can boost traffic, but only if you can sustain them. Consistency keeps your audience engaged and teaches the algorithm to send you more of the right shoppers. Even if you can’t start daily, stick to a regular schedule that you can handle. Build slowly to avoid overwhelming yourself and losing momentum.Energy Management Directly Impacts SalesLive streaming is not just a technical task — it’s a performance. If you are tired or stressed, it shows, and your conversion rates will drop. Leila teaches that nervous system regulation is critical for long-term success. Breathwork, short breaks, and even music can help you reset between streams. Protecting your energy means better results and a business that can grow without burning you out.Scale with a Team and a PlanOne person cannot handle endless live streams alone. As you grow, bring in affiliate creators and presenters to share the load. Keep everyone aligned with your brand style so the algorithm doesn’t get confused. Use multiple “cogs” — live streaming, affiliates, ads, and content — to scale sustainably. This approach keeps sales strong and prevents you from hitting a plateau.Takeaways:TikTok Live isn’t just about sales—it’s about emotional stamina. Burnout can kill the vibe, so taking care of your energy and mental health is essential if you want long-term success in live eCommerce.Consistency on TikTok Live powers growth, but don’t let hustle culture push you too far. Start with what you can handle, set boundaries, and scale your frequency only as your capacity grows.Success on TikTok Live isn’t just algorithms and content—it’s knowing yourself. Self-awareness helps you notice stress before it becomes burnout, so you can show up strong and sustainable.Nervous system regulation is the secret weapon for live sellers. Small daily rituals, like deep breathing or a quick dance, train you to handle pressure and stay grounded when the spotlight’s on.Think TV shopping for a new generation—but with fewer breaks and even more pressure. If you want sustainable TikTok Live sales, build a team, rotate hosts, and prioritize wellness alongside revenue. Find the notes here: https://keepopt.com/279**** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles.Dive in:[06:05] Yotpo Challenges Klaviyo in eCommerce[08:17] Feedback and Strategy Issues Uncovered[12:30] Black Friday Preparation Timeline[16:14] Pre-Black Friday Preparation Urgency[17:05] Black Friday: Capturing Customer Insights[22:51] Email Marketing Insights with Rich[23:35] Insider Tips from Rich!Mystery Shop Your Own WebsiteRich Evans’ first big tip is simple but powerful — act like a customer. Open your website in an incognito browser and sign up for your own popup. Follow the entire journey from signup to receiving the first email to making a purchase. This lets you spot broken flows, confusing steps, or missing discounts before your real customers do. Fixing these issues now can dramatically improve your conversions before Black Friday.Collect Zero-Party Data for Smarter MarketingBlack Friday is a chance to build your list, not just drive sales. Ask new customers simple questions like whether they’re shopping for themselves or buying a gift. This small piece of data lets you personalize follow-up emails and offers, keeping customers engaged after peak season. It prevents irrelevant messages that cause unsubscribes. The more relevant your marketing, the more likely you’ll turn one-time buyers into repeat customers.Act Quickly if You’re Affected by Yotpo’s ExitFor brands still using Yotpo email, time is critical. Migrate before Black Friday or risk broken campaigns during the busiest time of year. Rich stresses that while Yotpo’s decision was right, the timing is tough. Don’t wait until December — make a plan now and switch to a stable platform like Klaviyo, Omnisend, or another trusted provider. Acting early avoids chaos and ensures you have time to test everything before peak traffic hits.Takeaways:Partnerships are at the heart of growth—not just in business, but in culture. Connect, collaborate, and be laser-focused in your niche. The impact of genuine networks will always serve you right.Email marketing isn’t just tech: it’s about truly knowing your customers. Ask if they’re buying for themselves or gifting—tiny questions, huge insights for personalized experiences and better relationships.Cultural shifts happen fast—remember the YOTPO email exit? Adaptability and supportive networks help brands survive even public shakeups. Don’t rely on hype—understand what really matters.When optimizing your actions, start by experiencing your own customer journey. Perspective breeds empathy, insight, and real improvement—not just more data.AI’s rise is changing how we work, but beware of overusing it. Leverage it to enhance your creativity, not replace it. People crave authenticity—tech is best when it supports, not suppresses, your unique voice.Find the notes here: https://keepopt.com/278**** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Wesley Hartley is Chief Commercial Officer at Leaf. Leaf is a technology and data science company delivering performance intelligence solutions for next-gen eCommerce brands. And they've recently launched a new conversion tracking & monitoring solution called Leaf Signal. Dive in:[05:00] "From Downloads to Engagement Focus"[08:54] Effective Facebook Ad Data Strategies[10:00] "eCommerce Tracking: A Critical Gap"[14:09] "First-Party Cookie Solutions Explained"[19:08] Core eCommerce Tracking Essentials[21:53] "Optimizing GA4 and Google Ads"[27:09] Insider Tips from Wesley![34:22] To get your free website tracking & conversion audit, visit leafsignal.com Tracking Is the First Profit Lever, Not an AfterthoughtMany eCommerce brands focus on ad creative and budgets but ignore tracking. Wesley explains that tracking is the foundation of profitable paid media. If your data is broken or incomplete, ad platforms cannot optimize properly. This means wasted spend and poor targeting. Fixing tracking should be your priority before scaling campaigns.Capture the Right Events to Power Smarter AdsWesley highlights five must-have events: page view, product view, add-to-cart, checkout, and purchase. These give ad platforms the signals they need to target the right buyers. Missing mid-funnel events leads to weaker smart bidding and retargeting. Even small tracking gaps can cost you revenue. Capturing full event data — including product and customer details — gives you a big edge.Tracking Isn’t “Set and Forget” — Monitor It ContinuouslyEven if your tracking is correct today, it can break tomorrow. Cookie banner changes, site updates, or platform shifts can silently stop data from flowing. That means ad performance suffers, often without you noticing. Wesley recommends using monitoring tools or specialists to keep tracking healthy. Treat tracking as an ongoing process, not a one-time task. Takeaways:Data-driven marketing is everything, but your tracking must be right! If your data isn’t accurate, your ad spend loses impact. Make tracking & analytics a priority—profitability depends on it.Think your eCom tracking’s bulletproof? Most brands have gaps—sometimes they’re losing big, and don’t know it! Regular audits and expert input can uncover serious wins.Relying on basic tracking apps alone isn’t enough, especially as privacy rules evolve. Control your data, hire real specialists, and keep up with compliance for sustainable growth.Don’t just focus on ad creatives—without quality tracking, the platforms can’t optimize for real results. Data is what trains algorithms to drive profit and retention.Tracking isn’t “set and forget.” With privacy changes and new tech, constant monitoring is key. Today’s good data flow could break tomorrow—stay alert and build resilience for peak seasons.Episode sponsored by Leaf Signal. To get your free website tracking & conversion audit, visit leafsignal.com.Find the notes here: https://keepopt.com/277 **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Karolina Lapinaite is Head of Media at global marketing agency Precis. Working with big global brands from many sectors, she’s all about putting together the on and offline media campaigns that drive BIG results.Dive in:[06:30] Targeted Advertising Strategy Insights[08:22] "Ad Strategy: Broad vs. Targeted"[11:00] Campaign Strategies: Social vs. Traditional[15:28] Strategic Media Planning for Brands[18:54] Out-of-Home Advertising Strategy[20:26] Flexible Creative Timing[25:02] Evolving Ad Strategies and Analytics[27:43] Attention Economy and Brand Focus[29:45] Insider Tips from Karolina!Strategy Comes First — AlwaysKarolina stressed that media buying should start with a clear strategy, not a channel decision. Don’t just say, “Let’s run some TV ads.” First, know your audience and define your goals. Then figure out what data you have and how to use it. Only after that do you choose the best media to reach your audience. This keeps your campaigns focused and cost-effective.TV and Billboards Aren’t Just for Big BrandsGone are the days when out-of-home and TV were only for companies with huge budgets. Thanks to digital platforms, it’s easy and affordable to book specific locations, times, and screens. Smaller brands can run highly targeted campaigns in just one city or even around a single store. This approach saves money while still building brand awareness. You can test on a small scale before committing to a big spend.Test, Measure, and LearnMeasurement isn’t perfect, but it’s better than ever. Use surveys and brand lift studies to see if awareness is growing. Combine that with data models to track trends and spot what’s working. Karolina also encouraged geo-testing — run ads in one location and compare it to a control area. This approach helps you make smarter decisions and improve campaigns over time.Takeaways:The digital shift in “traditional” media means even small brands can try TV spots or billboards. It’s not just big budgets anymore—strategy and creativity matter more than ever.Want real impact? Start with your strategy: who’s your audience, what data do you have, and then find the right channels. Don’t just follow the crowd—test, learn, and refine.Out of home isn’t just broad reach—digital buying lets you target locations, times, and even tailor creative. Local focus is easier and more affordable than you think.Measurement in media is evolving; don’t expect perfect data, but look for patterns and trends. Think uplift, attention, and the bigger picture—not just clicks.Testing isn’t just A/B colors. Try geo-tests, new platforms, creative angles—sometimes the untapped channels are where your competition isn’t looking.Find the notes here: https://keepopt.com/276**** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Anna Ratala is the Marketing Director at podcast advertising platform RedCircle. She’s been DEEP in the world of podcast advertising since 2020 helping all sorts of business growth their revenue from podcast advertising.Dive in:[04:58] Podcast Advertising Platform Launch & Closure[08:17] Podcast Engagement vs. Social Media[10:36] Identifying Suitable Show Categories[15:06] Authentic Ads Boost Engagement[18:21] Tracking Website Visits from Podcasts[20:10] Podcast Ad Campaign Timeline[23:00] Podcast Rotation Strategy[26:05] Insider Tips from Anna!Podcast Advertising Captures True Attention and Engaged AudiencesUnlike social media ads, where consumers quickly scroll and attention is fragmented, podcast listeners are highly engaged. Anna explains that most listeners are loyal fans who choose to spend significant time with each episode. When hosts discuss a brand, listeners are “really there, listening and engaged,” making it easier for brands to cut through the noise and connect meaningfully. This level of attention leads to better ROI and makes podcast advertising a powerful direct response channel for eCommerce and DTC brands.Strategic Show Selection & Host-Read Ads Are EssentialAnna underscores that successful podcast advertising isn’t just about picking obvious show categories. Thinking beyond the obvious—like advertising wellness products on true crime podcasts with large female audiences—can uncover even better results. She also emphasizes that host-read ads dramatically outperform generic, programmatic ads. Instead of enforcing scripts, advertisers should provide talking points, letting hosts deliver endorsements in their own voice for maximum authenticity and impact.Modern Tools Make Podcast Ad Performance Trackable and OptimizableA major barrier to podcast advertising used to be poor measurement and laborious manual processes. That’s no longer the case. Today, brands can use attribution pixels to track listeners who visit their website after hearing an ad, providing real data to evaluate campaign performance. Anna suggests treating podcast ads as an ongoing, test-and-optimize channel, similar to paid social. Start with a rotation of shows, double down on top-performers, replace poor performers, and steadily refine your campaign. With budgets starting at around $20–25k for meaningful results, podcast advertising is now a robust, measurable channel for growth, not just awareness.Takeaways:Podcast advertising stands out because listeners are engaged and loyal to their favorite shows. Instead of chasing attention, brands on podcasts capture it. ROI is higher, and performance is easier to track than ever before.The best podcast ad? Let the host speak in their own voice. Authentic recommendations connect with audiences and drive real action.Podcast listeners aren’t just background noise—they’re invested. Whether it’s a true crime series or a wellness chat, the connection is personal. Even unexpected show genres can become powerful brand partners.Thinking about reallocating ad budgets? Anna suggests you can launch a podcast campaign in just a couple weeks—and track site visits as your first sign of real engagement.Testing podcast ads this peak season could give you an edge. Start with shows your customer loves. Rotate, refine, and keep optimizing—commit to ongoing campaigns for maximum growth.Find the notes here: https://keepopt.com/275 **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Once upon a time, Lucy Bloomfield ran her own eCommerce skincare business and achieved crazy levels of growth. And since 2018 she’s been helping other business owners to achieve huge leaps in sales without allowing the rest of the business to fall apart. She’s now pivoted into technology with the launch of her epic marketing tool “Magic Marketer”.Dive in:[03:12] "Insights from eCommerce Expert Lucy"[08:19] Streamlining Work Beyond AI Concerns[10:19] Automation Paradox: More Grind Created[15:37] Optimizing Marketing Efficiency[17:04] "Efficiency Boost with Magic Marketer"[21:53] Adopt or Build Your Own System?[23:57] Experience Over Profit: Magic Marketer[25:42] Insider Tips from Lucy!The True Power of AI Isn’t (Just) Copywriting—It’s Automation and Time-SavingWhile many marketers think of AI tools like ChatGPT or built-in functionalities in platforms as handy ways to speed up copywriting, Lucy emphasizes the bigger opportunity: eliminating repetitive admin and manual “copy-paste” tasks that drain hourly resources. By integrating smart, centralized AI, marketers can drastically reduce campaign creation. This “buying back time” frees staff to focus on creative, strategic, and high-leverage marketing initiatives, instead of getting stuck in operational grind.Centralizing Your AI Is Key to True EfficiencyLucy explains the main difference between traditional AI features (like those in individual platforms) and a purpose-built centralized AI: context and integration. Standalone AIs in channels like Klaviyo or Meta only see a slice of your business. A central AI that plugs directly into your Shopify store and connected tools has the bigger picture. This means it learns not only your product and brand voice, but also your sales patterns, margins, and overall strategies. The result? More coherent, synchronized, higher-performing campaigns—plus, no more training multiple disconnected AIs or endless data copy-and-paste.Don’t Wait for Magic—Start Gradually, but Start NowIf overhauling your entire marketing workflow for AI isn’t feasible this season, Lucy advocates for taking even small steps. Use ChatGPT for first-draft copy; explore automation tools like Zapier or Make.com for repetitive tasks; and look for ways to systematize your working process. As AI-integrated tools and true data-central “brains” mature, brands that start experimenting and automating now will be miles ahead in efficiency and effectiveness just in time for peak season.Takeaways:AI is transforming eCommerce marketing—not just with better copy, but by automating the grind, freeing up teams for real strategy and creativity. Embrace tools that save time, so you can focus on big-picture thinking.Instead of brainstorming new promotions every year, build on last year's campaigns. Refining proven ideas gives better results and lets you truly optimize—innovation doesn't mean reinventing the wheel every time.The best eCommerce marketers are shifting from doing everything themselves to overseeing smart, AI-driven systems. Your value grows as you guide and elevate, not just execute.Waiting for your current tools to get smarter with AI might hold you back. Centralized solutions tap into your real data across channels—think less copy-paste, more cohesion and impact.Tech like Magic Marketer isn’t about replacing marketers, but about lifting the burden so you can amplify results. It’s about reducing stress, gaining space to think creatively, and pushing your business forward.Find the notes here: https://keepopt.com/274**** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
George Meressa is the CEO and Founder at Clear Ads, an expert Amazon Advertising Agency. Founded in 2011, they’ve helped 100s of brands from around the world increase their Amazon sales.Dive in:[05:04] Amazon Fees Impact Sellers' Profits[06:41] Amazon's Key Focus: Conversion Rate[12:39] Efficient Amazon Product Research[15:47] Optimizing Sponsored Brand Ads[18:13] Monitor Sales and Competitor Trends[20:41] "Optimizing Sales with DSP Advertising"[25:29] Insider Tips from George!The 4 Levels of Amazon AdsGeorge breaks Amazon ads into four simple levels.Level 1 is brand registry and exact-match keywords — the foundation every seller needs.Level 2 adds auto campaigns to find new keywords and scale what works.Level 3 introduces sponsored brand ads and defensive tactics to block competitors.Level 4 is DSP, Amazon’s programmatic ads, which let you reach new audiences at scale but require bigger budgets.Follow this roadmap step by step to grow your sales with less wasted spend.Conversion Rate is the Real KingAmazon doesn’t just care about clicks. They make money when people buy, so conversion rate is the most important metric. A low conversion rate will hurt your ads, even if you’re spending a lot. Stock levels, delivery speed, and reviews all impact it. Keep improving these areas to win more sales and keep Amazon’s algorithm on your side.Outsmart Competitors with ASIN TargetingYou don’t have to win only through search keywords. With ASIN targeting, you can place ads directly on competitor product pages. If their reviews are weak or prices are high, your product becomes the better choice. This strategy lets you “steal” sales from people already shopping for similar items. It’s a clever way to get ahead in crowded categories.Takeaways:The Amazon ads game keeps evolving—conversion rate is now king! Success isn’t just about showing up, it’s about winning the click and the purchase. Don’t get lazy: keep optimizing your conversion rate to stay on top and outpace the competition.Launching your first Amazon ads? Start with brand registry—not just to protect your name, but to unlock powerful analytics gold. Real data > guesswork. Give your campaigns a running start with insight, not just ad spend.Rethink “set it and forget it.” Amazon is always shifting what appears at the top of the page, so don’t just watch numbers—search the platform, investigate the landscape, and react fast. Culture is as much about agility as analysis.Don’t chase every shiny tool. New ad features arrive weekly, but focus is key: sponsored product ads, exact-match keywords, and clever targeting will beat scattergun tactics every time. Smart, simple strategies scale culture and sales.Collaboration beats gurus every time. Skip the Lambo influencers and connect with real Amazon sellers. Authentic peer learning and honest conversations set the tone for a culture of genuine growth, not overnight hacks.Find the notes here: https://keepopt.com/273 **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Kathleen Kobel is an Amazon selling expert. She’s spent the last 15 years helping over a 1,000 brands to launch and grow on the platform.Three years ago she doubled down on the Amazon Influencer opportunity – both earning over $250,000 in earnings herself, helping other influencers create better content AND helping brands recruit and manage the right affiliates for their program.Dive in:[04:32] Transition to Amazon Influencer Program[09:58] Influencer Videos on Amazon Listings[10:53] Amazon's Creator Connections Explained[15:10] Long-term Influencer Partnerships[17:38] Influencer-Seller Collaboration Dynamics[21:44] Influencer Strategy and Management[24:38] Insider Tips from Kathleen!Amazon Influencer Marketing Is All About On-Site Content—which Boosts ConversionsA key insight from this episode is the distinction between traditional influencer campaigns driving traffic from Instagram or TikTok to Amazon versus working with influencers directly on Amazon’s own platform. Kathleen explains that the Amazon Influencer Program lets creators upload honest, relatable videos straight to Amazon product pages. When shoppers see real people using and reviewing products right where they’re considering making a purchase, conversion rates go up. Kathleen’s case studies found that this kind of user-generated content only ever increased sales for the brands she worked with.Creator Connections—Amazon’s Built-in Brand/Influencer MarketplaceFor brands looking to proactively harness influencer content, Kathleen champions the Creator Connections tool. This Amazon feature is a game-changer because it removes the guesswork: Brands set up a campaign, specify which products they want influencers to feature, set budgets and commission rates, and communicate directly with influencers through Amazon’s portal. It’s low risk (you pay per sale and set a max budget), while creating real partnership opportunities. As Kathleen shares, longer campaigns (think 3–12 months) are particularly attractive to top influencers, ensuring higher quality, consistent content.The Importance of Research, Persistence, and Relationship-BuildingWhether you’re a brand or an aspiring influencer, thorough research pays off—figure out which products are likely to perform well and which influencers are a good fit. Kathleen stresses persistence: for influencers, getting accepted to the program can take several tries, but don’t give up when things get too hard. For brands, Kathleen encourages building lasting partnerships: if you find an influencer whose content works, nurture that connection, perhaps by offering flat fees and rights to use that UGC on your own sites and social. It’s all about mutual benefit and clear, ongoing communication.Takeaways:On Amazon, UGC is more than a buzzword—authentic creator videos directly boost your sales and conversion rates. The platform is evolving, making it easier than ever for brands and influencers to win together.Amazon’s Creator Connections lets brands run influencer campaigns, set budgets, and even pay extra commission. It’s a win-win-win for Amazon, creators, and you. Would you trust someone else’s review over a brand’s?Influencer content builds trust on Amazon pages—real people, honest opinions, huge impact. Put yourself in the shopper’s shoes: who do you listen to first, polished ads or everyday voices?Building partnerships with creators? Start in-platform, then develop deeper relationships off Amazon. The best content isn’t transactional—it’s collaborative and built on real connection.Don’t ignore Q4—80% of eCommerce revenue can come in just three months. Early prep, smart influencer strategy, and the right partnerships will set you up for a stellar year-end finish.Find the notes here: https://keepopt.com/272 **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Farhan Huq is the co-founder at Simple Sellers, a team of ex-Amazonians who make Amazon selling simple. Han’s focus is helping their clients to build $1million+ marketplace businesses.Dive in:[04:47] Understanding Amazon's Unique Ad Ecosystem[07:26] Optimizing Amazon Product Listings[10:55] Optimizing Product Listing Strategy[13:11] "Amazon Ads: High Conversion Advantage"[18:08] "Second-Step: Sponsored Brands Ads"[20:22] Insider Tips from Han!Amazon is Pay-to-Play—But Organic Strategy Still MattersHan explains that around 70% of Amazon’s search page real estate is dominated by paid ads, and up to 60% are sponsored ads. This means advertising is now a critical investment if you want visibility and sales—organic alone isn’t enough. However, you shouldn’t skip organic optimization. Building a strong, keyword-optimized product listing (including titles, bullet points, and hidden search terms) still lays the essential groundwork for organic sales and helps improve ad performance. Reviews and strong product imagery also form a vital part of your organic approach.Start Your Amazon Ad Campaigns with AutomationFor sellers new to Amazon Ads, Han encourages starting with automated campaigns. Let Amazon’s systems determine which keywords convert best for your products before transitioning to more manual, targeted campaigns. This approach allows you to gather valuable data unique to Amazon's ecosystem (which often differs from Google or Meta ad performance) and enables smarter decisions as you scale up.Leverage External Traffic and Promotions for Extra BoostDon’t rely solely on what happens inside Amazon. Han recommends driving traffic to your Amazon listings from your own channels, using generated Amazon short links to share on social, email, and your website. Running limited-time Amazon deals can also get your product featured on highly-trafficked deal pages. These combined efforts drive more eyes (and buyers) to your products, with the added bonus of boosting your listing’s algorithmic ranking.Bonus Tip:Monitoring your metrics is essential—set budgets, track Amazon’s “Advertising Cost of Sale,” and keep refining your organic and paid efforts based on real, marketplace-specific results. And if you need more hands-on help, Farhan and the Simple Sellers team offer a free 30-minute Amazon Ads consultation.Takeaways:Success on Amazon isn’t “list and forget”—it’s about optimizing every detail: keyword-rich titles, great descriptions, sharp images, and regular reviews. Marketplace mastery starts with a top-notch listing.70% of Amazon’s search page is dominated by ads! If you’re serious about sales, invest in sponsored ads. It’s not just paying to play—it’s a key to getting found.Don’t overlook organic efforts. Outside Amazon, drive traffic with email, social, and smart backlinks. Off-Amazon marketing is now part of winning the Amazon game.Use what you learn from campaign data! Feed top-converting keywords back into your product listings to boost both paid and organic reach. Let data drive your copy.Dive into Amazon with clear goals and budget. Start with automatic ad campaigns, learn what works, then fine-tune. Small daily spends can lead to big learnings and sales.Find the notes here: https://keepopt.com/271 **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Emma Bagley is the founder of Zeal Agency, a boutique Amazon growth agency focused on conversions. Blending performance marketing and brand story-telling to help their brands scale profitably.Dive in:[04:36] "Amazon vs. Web Store Skills"[06:49] Analyzing Amazon Storefront Metrics[12:05] "Maximize Impact with A+ Content"[15:23] Focus on Hero Products[16:32] Behavioral Science in eCommerce[22:45] "Mastering Amazon & Marketplaces"[23:21] Insider Tips from Emma!Use Customer and Competitor Reviews as Goldmines for Conversion InsightsEmma stresses the immense value hidden in product reviews—both your own and those of your competitors. By analyzing these reviews, you can uncover exactly why customers buy, what problems they’re trying to solve, and what language resonates with them. This insight is crucial for crafting copy and visuals that directly address your audience’s hopes, fears, and aspirations, making your Amazon product pages more persuasive.Invest in Amazon-Specific Content, Not Just a Copy-Paste from D2CA major mistake brands make is simply copying their website content onto Amazon. Emma highlights that Amazon is a different ecosystem with unique competition and shopper behaviors. Instead, focus on optimising your product detail pages (ASINs) with Amazon-specific strategies: strong gallery images, compelling video, and A+ Content that functions like a visual billboard. Visual storytelling and videos (how-to, testimonials, product-in-use) are particularly powerful for driving conversions.Amazon is Not ‘Set and Forget’: Test, Iterate, and Watch CompetitorsContinuous optimisation is key on Amazon. Emma recommends regularly experimenting with copy, imagery, and even the order of gallery images. Always monitor your conversion rates and watch for changes in the competitive landscape. Declining conversion may not be due to your own changes but new competitors entering the market. Never assume your listing is “done”—ongoing tweaks and improvements are essential to stay ahead.Takeaways:Want better Amazon conversions? Dive deep into your own and competitors’ reviews. They’re goldmines for real customer pain points, hopes, and dreams—perfect material for content that truly sells.Treat your Amazon product page like your best salesperson. Every image, video, and word should answer real customer worries and aspirations. Don’t just list features—tell a story that wins trust.Never “set and forget” your Amazon listings. Continually test new images, reorder galleries, and update copy. Your competition never sleeps—and neither should your optimisation.Behavioral psychology isn’t just buzz—use real customer language from reviews to shape your messaging. Speak to feelings, not just needs. Connection equals conversion.Don’t copy-paste website listings to Amazon. Marketplace shoppers are comparing you with competitors in seconds. Invest in bespoke creative—gallery images, A+ content, and videos make all the difference.Find the notes here: https://keepopt.com/270**** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
Will Haire is co-founder of BellaVix, a boutique agency specializing in scaling retail brands on marketplaces like Amazon, Walmart, and Target. Using the right strategies for each brand they’ve generated over half a billion dollars in sales already.Dive in:[03:21] Journey from App Development to eCommerce[08:39] "Prioritize Positive Customer Experience"[10:19] Marketplace Focus: Amazon's Key Role[15:15] Focus on Mastering One Platform[16:16] Integrated Marketing Strategies Essential[22:13] Navigating Amazon's Competitive Marketplace[24:10] Optimizing Listings for Better Conversion[27:15] Insider Tips from Will!Platform Mastery Over Spreading Too ThinRather than trying to launch on every possible marketplace all at once, Will stresses the importance of “platform mastery.” He explains that it’s more strategic (and sustainable) to focus your investment and efforts on one marketplace at a time—preferably Amazon first, given its scale and potential—before expanding elsewhere. By deeply understanding one platform's customer and optimizing the experience, brands can achieve real sales growth, avoid burnout, and set themselves up for future expansion.Not All Marketplaces Fit Every BrandWill points out that just because a marketplace exists doesn’t mean it’s right for every brand or product. For example, Walmart’s audience may not be suitable for premium products, as its shoppers tend to prioritize value and price. Brands should consider customer fit and long-term business goals—even thinking ahead to potential brick-and-mortar retail relationships—when deciding which marketplaces to join.Building Strong Listings & Customer Experiences is Non-NegotiableAt the most basic level, brands must ensure their listings are accurate, professional, and provide a good customer experience—even if they’re not actively investing in marketplace growth just yet. Bad listings or neglect can lead to damaging reviews and missed opportunities. When a brand is ready to go beyond the basics, investment in content (like A+ Content on Amazon), SEO, and advertising should be considered, but always after the fundamentals are well established.Takeaways:Marketplace mastery starts with focus. Don’t spread yourself too thin. Choose one marketplace, get to know your customer, and deliver a great experience. Growth comes from depth, not just presence across platforms.There’s more to marketplaces than just operations. Great marketing is essential for real success! Before you scale up, make sure your listings are strong, your brand shines, and customers have a seamless experience.When deciding where to sell, remember: not every marketplace fits every product. Look for true product-market fit and opportunities for long-term growth. Quality presence beats quantity every time.Marketplace growth isn’t just about ads. Start with SEO-optimized listings, impactful visuals, and authentic reviews. Your brand’s story matters—every listing is a cultural touchpoint with your audience.AI and changing marketplace tools mean brands can’t “set and forget.” To stay relevant, keep learning, stay agile, and always look for ways to improve your listings and the customer journey.Find the notes here: https://keepopt.com/269 **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
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 BasicsDespite 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 QuestionsDan 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 BlogsOne 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**** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
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 ExperienceGood 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 AuditOld 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 NowAI 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 **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy
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/266Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
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/265Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
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/264Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor **** Get all the links and resources we mention & join our email list at https://keepopt.com 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. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy