Meta Ads: Use First-Party Data for Smarter Meta Ads & Better Conversions with Yiqi Wu, Aimerce

Yiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party data.Yiqi is a returning guest, and this time she dives into how to use first-party data, tracking, and catalogue optimisation to improve targeting, reduce CAC, and future-proof your Meta Ads strategy.Dive in:[05:29] Improving eCommerce sales funnel[08:43] Understanding click ID tracking[13:00] Discussing data collection challenges[14:29] Tracking visitors with first-party cookies[19:06] Understanding first-party data types[20:04] Shopify's public catalog API[23:21] AI traffic potential in 5 years[28:11] Understanding customer insights for marketing[29:13] Insider Tips from Yiqi!Episode sponsored by Aimerce. Find out more Inside DTC Marketing Tech https://www.aimerce.ai/blogsFirst-party data is now your biggest competitive advantageFirst-party data is no longer optional for eCommerce brands. It is the foundation of high-performing Meta Ads. Yiqi explains that the most valuable data points are email and click ID. These help Meta understand who is taking action on your site. Without this, the algorithm cannot optimize properly. Brands that collect and connect this data well will see better targeting, lower CAC, and stronger results.Tracking is broken unless you take control of itRelying on basic pixel setups is no longer enough. Privacy changes and cookie limits mean platforms cannot track users like they used to. You need to collect and send your own data using first-party tracking. This allows you to track users for longer and with more accuracy. It also improves attribution across Meta, Google, and email. If your tracking is weak, your decisions and ad performance will suffer.Your product data will shape your future visibilityAI is changing how customers discover products. Tools like AI agents are starting to pull from structured product data, not just web pages. This means your catalog metadata now matters more than ever. Titles, descriptions, and attributes all impact how your products are found and ranked. Many brands ignore this backend data, which creates an opportunity for those who optimize it. Clean, detailed product data will help you win more traffic in the AI-driven future.Takeaways:If you know your customers better than anyone else, you gain a powerful edge. It’s not just the data, but what you do with it. Target smarter, speak their language, and build real connections.Sending rich first-party data into platforms like Meta or Google isn’t an option anymore; it’s a must. Email and click ID are your keys to unlock lower CAC and higher performance.Don’t wait for checkout to grab those valuable emails. Popups and quizzes turn browsers into known contacts, letting you personalize every step and fuel smarter marketing.Your product catalog isn’t just inventory – it’s data gold. With AI emerging and APIs opening up, refining product metadata is the new SEO for discovery and sales.The future is all about actionable insights. AI will soon suggest your next move, detect patterns you missed, and drive results faster. Start collecting and cleaning your data today.Find the notes here: https://keepopt.com/304**** 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

Danny Kirk is founder of ReddiReach, where he’s worked with over 250 eCommerce brands to help them use Reddit as part of their marketing activity.In this episode, Danny explains why Reddit is becoming a critical channel for influencing AI search results and brand discovery. He also shares practical strategies for building trust, driving traffic, and growing your eCommerce brand through authentic community engagement.Dive in:[06:24] Early days of AI branding[08:32] Using Reddit for brand growth[10:35] Sticking to ethical marketing[14:52] Posting strategies for niche brands[17:06] Encouraging customer stories on Reddit[21:26] Understanding subreddit culture[23:42] Insider Tips from Danny!Reddit Shapes How AI Sees Your BrandAI tools like ChatGPT and Google’s AI results rely heavily on Reddit content. That means your brand reputation on Reddit can directly influence how AI recommends you. If your brand is not mentioned, AI may ignore you or get things wrong. You do not need backlinks to win here. You need consistent, positive mentions in real conversations. Start early, because this space will only get more competitive.Help First, Sell Never (At Least Not Directly)Reddit users dislike obvious marketing. If you push your product, you will get ignored or downvoted. The winning approach is to be helpful in comments. Answer real questions and share useful insights. Mention your brand only when it adds value. This builds trust and makes people more likely to choose you later.Consistency Beats Hacks on RedditReddit is not a quick win channel. You need to show up often and engage like a real person. Focus on a few key subreddits where your audience is active. Learn the rules and tone before you post. Avoid automation and shortcuts, as these will likely get penalized. Over time, this steady effort can drive traffic, sales, and AI visibility.Takeaways:Reddit’s power lies in authentic community. Brands that focus on building tribes, not pushing products, create lasting cultural relevance and influence. The future of growth is rooted in trust, not control.AI search trusts Reddit because real voices matter. Today, your brand’s story is shaped and cited by the crowd. Participate ethically, and people—and algorithms—will recommend you.Old marketing was broadcast. Now, on platforms like Reddit, influence is earned by engaging and amplifying the community’s values. Listen, learn, contribute—don’t just promote.Success on Reddit isn’t about planting links. It’s about joining conversations, adding value, and letting your advocates become your loudest marketers. Play the long game of trust.Beware shortcuts: bots and fake engagement will be cracked down. Culture rewards real human presence. Show up, contribute meaningfully, and be remembered—by people and by AI. Find the notes here: https://keepopt.com/303**** 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

Colin Hodge is the author of the brand new book “Outrageous Startup Growth: Uncovering the Secrets of User Psychology to Scale Your Success”. Based on his experience scaling startups to over 100 million users.In this episode, Colin shares how to apply customer psychology to drive real eCommerce growth, from improving your funnel to increasing conversions and pricing more effectively. Expect practical, testable ideas you can implement straight away to turn insight into revenue.Dive in:[05:09] Mindset shifts for entrepreneurship[08:08] Understanding user psychology[13:22] Finding and fixing funnel leaks[14:49] Using psychology to improve ads[19:30] Experimenting with pricing strategies[25:13] Explaining decision engineering basics[26:45] Using emotional moments for loyalty[28:36] Insider Tips from Colin!Start with Customer Empathy, Not Just DataToo many eCommerce brands rely on dashboards and forget there are real people behind the numbers. This episode shows that growth starts with understanding how your customers feel, think, and behave in the moment. You should go beyond basic personas and dig into motivations, frustrations, and context. Talk to customers, watch how they use your site, and even try the journey yourself. This helps you spot hidden barriers and missed opportunities. When you build with empathy, your marketing and product decisions become far more effective.Fix Your Funnel Before Scaling AcquisitionIt’s tempting to pour more budget into ads, but that often wastes money if your funnel is leaking. Instead, focus on where customers drop off early in the journey. Small improvements here can unlock big growth. Once your funnel performs better, you can scale acquisition with confidence. At the same time, study your best customers to understand what made them convert. Then use those insights to attract more people like them.Use Psychology to Influence Buying DecisionsPricing, messaging, and design all shape how customers decide to buy. This episode highlights how tactics like price anchoring, framing, and default options can boost conversions. For example, showing a higher-priced option can make your main offer feel like a better deal. Timing also matters, such as using “fresh start” moments like Mondays or new seasons to launch campaigns. These small psychological nudges can have a big impact on sales. The key is to test often and learn what works for your audience. Takeaways:Understanding your customer’s environment shapes success in business. Empathy isn't just a buzzword—it’s a growth lever. Dive into their journey, feel their challenges, and watch your brand stand out authentically.True growth starts within. Before hacking customer psychology, founders need a growth mindset: experiment, fail, learn, repeat. Don’t wait for perfect—real progress happens outside the comfort zone.The freshest paths to eCommerce growth aren’t found in dashboards but in people’s minds. Study why competitors’ ads work, then use contrast and uniqueness to ensure your brand cuts through digital noise.Pricing isn’t just about margins. Experiment with price anchors and context. What's the compromise option your customers crave? Pricing psychology can unlock hidden profits and boost conversions.Magic moments matter. Use fresh starts—new seasons, Mondays, or milestones—to re-engage customers. Decision engineering means shaping environments, not just products, to invite loyalty and action.Find the notes here: https://keepopt.com/302**** 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 Bond is VP of Marketing at RevLifter, an eCommerce technology company helping retailers optimize conversions through intelligent promotional offers. Working with eCommerce brands as diverse as Laithwaites, Club L London, and Radley.In this episode, Dan explains why most brands are leaving money on the table with blanket discounts and reactive promotions. He shares how to build a smarter promotion strategy that increases conversion and average order value while protecting your margins.Dive in:[05:39] When promotions go wrong[06:57] Setting a discount strategy[10:49] Strategic discounting and incentives[13:46] Adapting to external changes[17:01] Helping retailers with managed services[22:18] Driving sales with add-ons[24:34] Insider Tips from Dan!Treat discounts as a strategy, not a last-minute tacticMost eCommerce brands use discounts as a quick fix when sales dip. That approach leads to wasted margin and poor long-term results. Instead, you need a clear plan for when and why you discount. Decide who should see offers, which products qualify, and what level of discount makes sense. This helps you stay in control of your brand and profitability. A simple strategy beats random promotions every time.Measure deeper than revenue and conversion rateIt’s easy to focus on top-line metrics like revenue and conversion rate. But these numbers can hide real problems. A promotion may boost sales while hurting your margins or attracting low-value customers. You need to track metrics like profit, customer lifetime value, and incremental lift. Always ask: would this sale have happened without the discount? Better measurement leads to better decisions and stronger growth.Test, personalize, and optimize continuouslyThere is no “set and forget” promotion strategy. What works today may not work next month. You should test different offers, audiences, and timings on a regular basis. Use customer behavior to personalize offers instead of giving the same deal to everyone. For example, target exit-intent users or increase basket size with spend thresholds. Small, ongoing improvements can drive big gains over time.Takeaways:Discounting isn't just a quick sales fix. It can shape your brand’s culture. Are you rewarding loyal behavior, or just chasing conversions? Set a strategy first, then let data inform your next move.Promotions are a business lever, but also a cultural one. Quick tactics risk damaging your margins and reputation. Build a culture that values testing, learning, and thoughtful experimentation.True growth culture isn't about copying others’ offers. It’s about understanding your own brand and customers deeply.Regularly review who gets your discounts and why. Strategy-first cultures excel by being intentional about promotions. Test, measure, learn, then optimize, always.eCommerce culture thrives on experimentation. Every offer is a test, every result a lesson. Optimize not just for the sale, but for deeper impact. Culture is built in these choices.Find the notes here: https://keepopt.com/301**** 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

You’re listening to a milestone episode – the Keep Optimising Podcast’s Episode 300!! 🎉To celebrate, Chloe Thomas has brought together 13 expert guests and asked them one powerful question:“What’s your top tip for eCommerce growth right now?”The result? A fast-paced, insight-packed episode covering everything from brand building and data foundations to popups, promotions, and performance marketing.Here’s our guest line-up for this special episode:Dan Coleman from Coleman Marketing,Amy Budd from Launch,Jaye Cowle from Launch,Lucy Bloomfield from Magic Marketer,Stephen Honight from The LM07 Agency,Sam Wright from Blink SEO,Charlie Semmence from Leaf Signal,Roman Petrochenkov from Carwow,Anna Wilson from Key Ascent,Fiona Thompson from LoyaltyLion,Dan Bond from RevLifter,Taras Talimonchuk from Claspo,and Eric Sheinkopf from The Desire Company.It’s the episode you’ve been waiting for — so tune in to hear 14 actionable tips to help you grow your eCommerce business smarter, faster, and more profitably 🚀Find the notes here: https://keepopt.com/300**** 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

Amy Budd is the Client Services Director at Launch, a B Corp performance marketing agency that helps brands grow in a way that actually lasts. Mixing smart data with creative thinking to build campaigns that work, now and also in the long run. Happy clients include Weird Fish, Piglet In Bed, and Green People.In this episode, Amy shares how brands can cut through today’s “attention recession” by improving their creative strategy. She breaks down three practical pillars that will help you stand out, connect with your audience, and drive stronger results across your marketing.Dive in:[05:14] "Attention Recession Explained"[07:52] "Maximizing Brand Growth Channels"[09:52] "Building Distinctive Brand Assets"[14:01] "Relevance, Research, and Brand Nuance"[17:45] "Niche Defines Brand Positioning"[19:12] "Mastering Ads in Seconds"[23:08] "Maximizing ROI with Balanced Strategy"[27:00] Insider Tips from Amy![31:04] Episode sponsored by Launch. Find out more at https://keepopt.com/launch Pillar 1: Be instantly recognisable, even without your logoYour brand should be easy to spot in seconds. Most shoppers scroll fast and do not read. They react to visuals first. Use consistent colours, fonts, and styles across all your ads. Aim to pass the “blur test,” where people still know it’s you without a logo. For eCommerce brands, this builds memory and trust over time, which lowers your cost to acquire customers.Pillar 2: Make your messaging truly relevant to your customersRelevance starts with understanding how your customers think and speak. Do not rely on product descriptions alone. Use real customer reviews, feedback, and support queries to shape your messaging. Highlight the small details that matter, like “has pockets” or “easy to clean.” These simple insights often drive more clicks and sales than generic claims. For eCommerce teams, this is one of the fastest ways to improve ad performance.Pillar 3: Create emotional content that stops the scrollYou have about 1–2 seconds to grab attention. Facts and features are not enough. Your content needs to make people feel something fast. This could be joy, curiosity, or even surprise. Emotion keeps people watching and helps them remember your brand later. For eCommerce brands, this leads to stronger engagement and higher conversion over time.Takeaways:Creativity in marketing isn’t just about looking good. It’s about building brand memories. Are your ads recognizable without your logo? Time to audit your brand voice and visuals and make sure they stand out, not blend in.Want stronger growth? Dig into your customer reviews. Your real advantage might be hidden in their words. Bring their language and needs into your ads. It’s more powerful than any corporate speak.The magic of emotional reward: In a noisy online world, ads that make people feel something are 7x more likely to boost your revenue. Make your brand memorable by sparking emotion every time you show up.True performance marketing is more than just numbers. The brands that combine strategy, creativity, and data get those unforgettable connections – and the results to match.Don’t just chase every shiny new channel. Test, measure, and learn. The best brands set aside 10% of their budget to experiment, then double down on what works. Sustainable growth starts with smart, ongoing experimentation.Find the notes here: https://keepopt.com/299Sponsored by Launch. Take their Free 7 Levers Scorecard here >>> https://keepopt.com/launch **** 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

Amanda Walls is the founder and director of Cedarwood Digital – who were recently awarded the Best Small Integrated Agency in Europe & the UK 2025. They are a sort after global agency for SEO, PPC and Digital PR.In this episode, Amanda joins Chloe Thomas to break down the three pillars of helpful content for Google SEO. They explore how eCommerce brands can strengthen their product pages, category pages, and trust pages to improve rankings, build credibility, and convert more shoppers.Dive in:[06:12] SEO's Evolution: User-Centric Search[07:01] Google's Focus on User Intent[12:46] "Importance of Trust-Building Pages"[15:09] "About Us vs. Contact Us"[18:39] "Mid-Funnel Shopper Content Strategy"[20:24] "Audit Blogs: Value Over Volume"[24:11] Insider Tips from Amanda!First Pillar: Product PagesProduct pages are the most important content on an eCommerce site. Many shoppers land directly on them from search when they already know what they want. Your job is to make the page answer every key question about the product. Include clear descriptions, specs, images, delivery details, and reviews. Avoid thin manufacturer copy and add helpful information your customers actually need. When product pages are detailed and trustworthy, they rank better and convert more visitors.Second Pillar: Category PagesCategory pages help shoppers who are still exploring their options. They sit between the homepage and individual products and group related items together. These pages are perfect for broader searches such as product types, brands, or styles. Add short, helpful text that explains what the category includes and how to choose. Filters, clear navigation, and useful descriptions help users compare products easily. Well-optimised category pages capture research-stage traffic and guide shoppers deeper into your store.Third Pillar: Trust Pages (About, Contact, and Credibility)Trust pages prove that your business is real and reliable. Important examples include the About Us page and the Contact Us page. Many stores hide these pages in the footer, which makes them harder for users and Google to find. Instead, make them easy to access in the main navigation or header. Clearly show who you are, how customers can contact you, and why your store can be trusted. Strong trust pages improve SEO signals and increase customer confidence before they buy.Takeaways:Making your About Us and Contact Us pages visible builds real trust. They're not just SEO boxes to tick. Users need to find real people behind the brand if you want them to buy. Authenticity always wins.Helpful content isn’t about stuffing keywords. It’s about meeting what your customer actually needs at every stage – info, reassurance, easy navigation. Good for SEO, but great for building community.Don’t hide your story. Even if you’re camera-shy, showing your brand’s purpose, team or process on your site helps people connect. Connection is culture. It’s what turns browsers into loyal advocates.Cut the fluff on your blog. Every post should add value or reinforce your expertise. Content for content’s sake confuses both search engines and customers. Precision matters.Conversion and SEO are inseparable – user experience is at the core of both. If your site is designed for clarity and accessibility, you’re not just optimised for search; you’re building lasting trust.Find the notes here: https://keepopt.com/298**** 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

Liv Day is the SEO Lead at Digitaloft, where she crafts ROI-led SEO strategies that deliver a fast impact for their clients.In this episode, Liv shares how to turn your eCommerce category pages into powerful revenue drivers – without stuffing them with endless SEO copy. We dive into practical fixes, smart internal linking strategies, and how to prepare your store for the rise of AI search and agentic commerce.Dive in:[06:12] "Optimizing Collection Pages Effectively"[09:15] "eCommerce Site Structure Insights"[10:41] SEO, UX, and Engagement Signals[15:40] "Optimized Copy Boosts Rankings"[18:42] "Internal Linking Pitfalls Explained"[21:23] "AI Search Optimization for eCommerce"[25:57] Insider Tips from Liv!Do: Keep Category Page Copy Tight and Conversion-FocusedWrite copy that helps shoppers choose. Focus on product types, benefits, and buying considerations. Keep it clear and commercially relevant. Around 300–500 words are often enough.Avoid: Adding 2,000 words of fluff about “What is a dress?” or product history. More words do not mean more value.Do: Build a Clear Internal Linking StructureLink parent categories to subcategories and back again. Use descriptive anchor text like “red dresses” instead of “click here.” Make your hierarchy obvious to both users and Google. This improves crawlability and navigation.Avoid: Weak anchor text and Shopify non-canonical product URLs that dilute ranking signals.Do: Optimise for AI Search with Better Product DataPrepare for AI-driven shopping now. Keep your product feeds clean and complete. Add structured data and FAQs that answer real buying questions. Optimise for long-tail and comparison queries.Avoid: Ignoring product feeds and Merchant Center setup while competitors prepare for agentic commerce.Takeaways:SEO isn’t just spreadsheets and keywords. It’s about understanding people. Liv reminds us: Don’t create content for Google. Create for real humans. When you serve users first, search engines will reward you.The secret sauce for category pages: Internal linking! Liv Day shares how connecting relevant pages not only helps Google but guides buyers. Conversion and SEO go hand in hand.Copy on category pages shouldn’t be endless. Too much information can confuse users and hurt your rankings. Keep content clear, concise, and focused on helping shoppers decide.We’re about to enter the world of agentic commerce. Soon, purchasing straight from Google and ChatGPT will be the norm. Liv urges brands to optimize product data now to stay visible.SEO is a journey, not a destination. Testing, learning, and iterating help you keep up with change. What worked yesterday may need a tweak tomorrow.Find the notes here: https://keepopt.com/297**** 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

Sam Wright is the Managing Director at specialist eCommerce agency Blink, the Shopify marketing agency for large catalogue stores. Sam’s been in SEO since 2007, and in eCommerce since 2002.In this episode, returning guest Sam breaks down how large Shopify brands should be structuring their product data and taxonomy to succeed in both SEO and the fast-evolving world of AI search. He talks about practical fixes that can improve visibility, customer experience, and organic growth — and why getting your data foundations right now will pay off across every channel.Dive in:[05:39] AI Strategies for Shopify Brands[07:51] Store Success Depends on Structure[12:31] Optimizing Shopify Data for AI[16:38] "Shopify's AI-Powered FAQ Tool"[19:44] AI Search and Shopify Shipping[20:44] "AI, Shopping, and SEO Challenges"[22:27] Insider Tips from Sam!Clean, structured product data is now your biggest growth leverAI search and SEO both rely on clear, structured product data. If your data is messy, incomplete, or spread across systems, you will lose visibility. Treat Shopify as your single source of truth. Fill in standard fields like product type, category, materials, and key attributes. Avoid storing important details only in images, PDFs, or documents. Clean data flows into AI tools, Google, ads, and your site, so one fix improves many channels.Go deeper with taxonomy and attributes to win more trafficBasic categories are no longer enough. You need deeper product structure that matches how customers search. Create more specific categories and filters where it makes sense. Then add richer attributes such as size details, materials, ingredients, or performance data. AI tools use this depth to decide which products to show. Better structure also improves on-site navigation and conversion. When customers can find the right product faster, revenue follows.Start preparing for AI now by enriching real customer knowledgeAI cannot invent accurate product information if it does not exist. The advantage comes from turning internal knowledge into structured content. Capture insights from customer service, product teams, and suppliers. Turn common questions into FAQs and detailed product information. Add shipping, returns, and usage details in text format, not just policies or images. The brands that document what they know today will be the ones AI recommends tomorrow.Takeaways:Shopify’s secret to success? Turning technical headaches into easy wins for everyone, not just devs – and now, they're doing the same for AI. The future belongs to brands with quality data and clear structures behind the scenes.Want to futureproof your online store for AI search? Start with the basics: organize your product data, nail your taxonomy, and focus on making your brand message portable so it shines through, even when customers never visit your site.Shopify’s new tools make catalog mapping and data plumbing simpler than ever—but it’s what you feed the system that counts. Clean, detailed product info is your edge as AI-driven discovery takes off.Richer, deeper product data isn’t just for better SEO—it powers AI tools, improves UX, and sets your brand apart. If your specs are buried in PDFs or blurry images, now’s the time to transform them into structured, searchable content.This Q4 could be the turning point for AI-driven shopping. The work you put into fixing your taxonomy and data flows now will pay off in organic growth, smoother user journeys, and readiness for whatever AI brings next.Find the notes here: https://keepopt.com/296**** 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

Emily Richardson is the founder of KNWN, who offer 2 products for AI, Search KNWN Analytics and Dual Web. Emily’s been deep in marketing, tech, and research since 2019 and via KNWN is now helping over 2,000 brands optimise their websites for AI search results.In this episode, Emily breaks down exactly how eCommerce brands should be thinking about on-site and off-site optimisation for AI search visibility. From quick structural wins you can implement today to longer-term citation and PR strategies, this is a practical guide to showing up in ChatGPT, Gemini, and beyond.Dive in:[04:21] ChatGPT Citations vs. Google SEO[09:00] "Effective Content Structure Tips"[13:30] "Optimize FAQs for AI Search"[15:37] "Optimizing Offsite AI Citations"[19:24] Optimize Content for Reddit & Wikipedia[20:32] Insider Tips from Emily!AI Search Is Fundamentally Different from Traditional SEO—And You Need to Optimise for BothOne of the eye-opening takeaways is that generative engine optimization (GEO) and answer engine optimization (AEO) represent a notable evolution from classic SEO. Emily reveals that 90% of ChatGPT citations for the same queries do not overlap with Google’s top results. This happens because AI search engines crawl and prioritise web content differently, focusing less on backlinks and more on structured, clear, and mathematically-optimised content. The lesson: you need to keep doing traditional SEO but also specifically optimise for AI-driven search engines to ensure your brand is discoverable across the next wave of online discovery.On-Site Optimisation: Structure and Unique Content Are Non-NegotiableThe episode provides actionable, practical advice for improving your site’s AI visibility—steps you can take immediately. Emily recommends:Starting every page with a clear summary: AI bots skim rather than read, so front-load value.Chunking your content into short, digestible sections and using bullet points to make parsing easier for AI.Including FAQs—especially long-tail, user-driven questions—since AI search queries tend to be much longer and more conversational than those in traditional search.Finally, create content only you can create: focus on proprietary data, real-world experience, and unique perspectives—anything that couldn’t simply be generated by an AI prompt.Off-Site Tactics are Changing: Citations and Mentions Matter More Than Traditional BacklinksOff-site optimisation for AI no longer revolves solely around backlinks. Emily explains that AI search engines favour brand mentions and citations over links. It’s crucial to get your brand discussed on high-authority sites, in industry listicles, community platforms like Reddit, and on Wikipedia. Also, for Google’s Gemini AI engine, having relevant YouTube content is a significant advantage. Monitoring where your brand is being cited in AI results (using tools or manual checks) will highlight new opportunities for growth. Strategic PR, industry coverage, and “as-seen-on” mentions can have an outsized impact in this new landscape.Takeaways:AI search engines are changing the game! Your site needs clear structure—think summaries up top, FAQ sections at the bottom, and content the AI couldn't have written. Original insights win.Offsite matters more than ever. AI bots don’t care about backlinks—your brand just needs to be mentioned in blog posts, listicles, and even Reddit threads. Start boosting your visibility!Long-tailed queries are the new norm. With AI search, questions are longer and more specific. Use FAQs and comparison pages to answer what real people are asking and edge into AI results.Don’t forget your product pages! Chunk info, add product FAQs, and keep it simple. If AI can’t render your content (looking at you, JavaScript), you’ll be invisible.Stay ahead: Watch for ads in ChatGPT and others soon. PR and industry news coverage are key to appearing in AI search answers—the time to act is now.Find the notes here: https://keepopt.com/295**** 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