Ecom SEO 1 of 4: Think Like a Merchant, Audit Like a Detective

[00:00:02] Intro: It's time for the SEO show, where a couple of nerds talk search engine optimization so you can learn to compete in Google and grow your business online. Now, here's your hosts, Michael and Arthur.

[00:00:23] Michael: Hello, I'm Michael Costin. I'm joined, as always, by Arthur Fabik on the SEO Show. How are you going?

[00:00:29] Arthur: I'm doing very well and I'm excited. For once. I'm excited because we're talking about E commerce.

[00:00:34] Michael: We are on the first of four episodes, a little special series on E commerce.

[00:00:40] Arthur: Why is that?

[00:00:41] Michael: It's in honor of our exhibition at the Retail Fest conference up on the Gold coast in May. End of May.

[00:00:50] Arthur: And they. Exactly a month away.

[00:00:52] Arthur: Yeah.

[00:00:53] Michael: May 2025.

[00:00:54] Arthur: Four weeks.

[00:00:55] Michael: So we're exhibiting under the little PODC brand that could. The SEO show is exhibiting at this conference. It's all about E commerce. So we thought in the lead up to that we would drop some SEO E commerce knowledge bombs that we've accumulated over the past. I don't even know how long we've been doing.

[00:01:12] Arthur: That's absolute gold.

[00:01:13] Michael: 13, 15 years, whatever it is.

[00:01:15] Arthur: How long have you been doing SEO?

[00:01:17] Michael: Since 2009. Oh, wow. How long is that?

[00:01:20] Arthur: Sixteen.

[00:01:22] Michael: Yeah. So that long? A long time.

[00:01:23] Arthur: Thirteen years for me. But anyway, we've got a lot of.

[00:01:25] Michael: Knowledge and we talk about E commerce SEO here and there on the show, but we've never done a series like this, so we're doing it.

[00:01:33] Arthur: Let's do it.

[00:01:34] Michael: And this first episode, funnily enough, is going to be setting the scene for E commerce SEO. So we're going to talk about our thoughts and why SEO is different when it comes to E commerce. And then we're going to talk about how we scope selling SEO to E commerce businesses. Because when we sell, we want to make sure that there's going to be a return for the person that we're selling to. So we like to work backwards from the numbers and we're going to talk that. Because even if you're not buying SEO, if you think about it that way, it's going to help you prioritize what to work from and get bang for your buck or bang for your effort. So that's the second part of the show. And then the last part, we're going to talk about some pitfalls, common pain points, bugbears that we might have with what we see out there in the ecommerce world.

[00:02:20] Arthur: Yeah.

[00:02:21] Michael: And then in subsequent episodes, we're talking technical, we're talking links, we're talking content, all that good stuff. With the SEO lens of E commerce applied to it.

[00:02:30] Arthur: Wow.

[00:02:30] Arthur: So what a series. What a series. I'm excited.

[00:02:34] Michael: I can't wait.

[00:02:34] Arthur: Yeah.

[00:02:35] Michael: And it's a. You're going to be hanging onto the edge of the table, waiting for it each week. Like Game of Thrones.

[00:02:41] Arthur: Yeah, I'm sure.

[00:02:42] Michael: Oh, that's what our audience will be like.

[00:02:43] Arthur: I'm looking forward to recording every single episode like that as well, so.

[00:02:47] Michael: Absolutely. Where's our trailer and catering?

[00:02:50] Arthur: What?

[00:02:51] Michael: It's a big production series, right?

[00:02:52] Arthur: You mean our little podcast studio in the office?

[00:02:54] Arthur: Yeah. Right.

[00:02:55] Michael: Let's move on. Let's talk E commerce SEO. Let's talk ecommerce SEO. So we say it's different. You don't just go do SEO on a shop and that's it. The same old tactics and lists or checklists that you might find for SEO on a lead gen side, a little local service business. It's going to be very different for E commerce.

[00:03:15] Arthur: Yeah, Massively.

[00:03:16] Michael: But when you say massively, let's throw out. What is it about E commerce SEO that's different and that you really need to be across?

[00:03:24] Arthur: Well, the sites are a lot bigger. Massive. So massively different. Get my pun? I do, yeah. Sorry. No, it's just. Yeah. You're dealing with a site that's a lot more, I find, a lot more technical. So different types of pages, you know, category pages, product pages, different variations. There's a lot of stuff that can go wrong and does go wrong, you know, cannibalization, things like that. So it's just something that you have to keep an eye on a lot more than a typical website, like a little service website that might have, you know, a handful of service category subcategory pages. Whereas here you're talking thousands of pages on your average e comm site. So when you say it's a different beast, it's just. Yeah, you're trying to rank for a lot more. There's a lot more pages. It's just. Yeah, it's very technical.

[00:04:11] Michael: The scale of it's just bigger.

[00:04:13] Arthur: That's it. It's just very technical.

[00:04:14] Arthur: Yeah.

[00:04:15] Michael: I would say something that I really like about it is that E commerce SEO is all about making sales. You know that you got a thousand visits from SEO and that 10% of them converted. You had 100 sales, you made 10 bucks per person. It's very measurable, it's quantifiable. Yeah, you'd be spewing if those were your numbers, by the way. But like, you know what? I'm Saying like. Yeah, it's not just like in the SEO world you can be sometimes like, oh look, we got X amount of traffic. Isn't that great? But in E commerce SEO, it's all about sales at the end of the day.

[00:04:52] Arthur: Yeah.

[00:04:53] Michael: So makes it more fun, I reckon.

[00:04:55] Arthur: Yeah. It's also a lot more difficult because you're dealing with products, so stock levels and things like that. So like as a service business, you're either taking in clients or whatever business in or you're not. Whereas with E Comm you might have a category, you might have one day you might have 100 products, next day you have five and all of a sudden that category is no longer generating that revenue because you're out of stock or for whatever reason it may be.

[00:05:18] Michael: Even though you've got the rankings in the.

[00:05:20] Arthur: Yeah. So you could rank first for golf clubs, but you might only have three golf clubs in stock.

[00:05:25] Arthur: Yeah.

[00:05:25] Arthur: And it doesn't matter if 100,000 people search it and you're getting 20,000 sessions a month. If you're not selling the products that people are looking for, it's all for nothing, really. Right, I agreed.

[00:05:36] Michael: Absolutely.

[00:05:37] Arthur: So you got to think of that as well.

[00:05:38] Michael: Yeah. There's a lot more going on with it. It's more dynamic, it's more engaging really to work on some of the time, not always.

[00:05:45] Arthur: On the flip side, it can be a lot, a lot harder when you lose rankings because you're so used to having that traffic and revenue come in that changes to the algorithm. Like, you know, any algorithm update can really make or break a business. We've seen that in the past. You know, it's, it's scary. So it's. Yeah, yeah, there's a lot to consider, a lot to think about. Yeah.

[00:06:07] Michael: We've seen businesses like add literal millions.

[00:06:10] Arthur: Yeah.

[00:06:10] Michael: Revenue monthly, life changing. But then we've also seen businesses hurt, whether that's through an update, as you said, or through something they've done themselves.

[00:06:19] Arthur: Oh yeah.

[00:06:20] Michael: Messing with the technical thing, which we'll get into in the technical episode. But yeah, I would say with E commerce SEO it is only suitable for real brands. So to work with an agency or to invest big money in it. So what I'm getting at is if you're just like a drop shipper or, or you sell like at a low price point product with low margins, SEO is not going to be that fun for you because it's a big investment, it's a long term play. You've got to be able to invest in it for that long term without going bust and like drop shipping the margins out there. So it's got to be. Not every E commerce store is suited to SEO.

[00:07:00] Arthur: I agree.

[00:07:01] Michael: So we want to call that out at the start. Maybe you could do it yourself if you're one of those types of businesses, but definitely not working with an agency or paying big money for link building services or whatever. So I guess one other thing that makes it different, I would say is the user intent. There's more like nuance to it in that like you're trying to address search intent with the content on a site. With a, like a Legion site, it's basically, you know, you build pages around your service location, simple stuff. With E commerce there's like that whole funnel, like sort of starting at the top, people just researching all the way through to buying.

[00:07:41] Arthur: Yeah.

[00:07:41] Michael: You know, at the bottom the work you do on product pages has an impact at the top, guides in the middle, buyers guides and sort of, that sort of stuff. So there's, there's a lot more stuff you need to be thinking about, I guess strategically with the content that you create and why you're creating it and how you put it on the site.

[00:07:57] Arthur: Especially if you've got expensive products. Like if you're selling something that's $15 a pop, it doesn't really matter because it's not a, you know, high involvement investment on your end. But if you're selling stuff that's, you know, 10k, you know, nice ovens or fridges and things like that, you have to think about all of the funnel, not just, you know, trying to get the sale straight straight away because it's very unlikely unless you're selling something at a ridiculous price that someone's going to land and buy something that quickly.

[00:08:22] Michael: Yeah. A big fridge. A lot of the time that will end up with a phone call or something too. Yeah, you know, like commercial fridges or whatever.

[00:08:28] Arthur: Yeah, exactly.

[00:08:30] Michael: UX is big. Massive as well, which I think you have a point you want to talk on later. But like user signals in this space are big.

[00:08:37] Arthur: Yes.

[00:08:38] Michael: Not just for an SEO point of view, which it definitely is big for SEO, but for conversion. Like if your site doesn't look the way it needs to, you're going to miss out on sales and you're going to send bad SEO signals to Google.

[00:08:51] Arthur: Exactly. Yeah.

[00:08:52] Michael: So this is why ecommerce SEO is a different beast. If you run an E commerce store, you're probably nodding your head to some of this stuff. What we want to get into next is talking about how we go about scoping out. Like let's say a prospect comes to us with an E commerce store and they want to grow, what do we look at? And there's basically two ways we go about it, right? Yeah, we're going to look at their site where it might be leaking money or missing opportunities at the moment. Then we're going to go do a competitive analysis and just see where there might be gaps or stuff that the competitors are doing that could be applied to our site.

[00:09:33] Arthur: Yeah, exactly.

[00:09:34] Michael: And tie it all back to real numbers. So yeah, this is how we sell it. We like when we're pitching SEO to people for it to be tied back to an ROI and clear that it's worth investing in. But the research and the thinking that goes into that is applicable to anyone that's trying to improve an SEO, not an SEO, an E commerce website.

[00:09:52] Arthur: Yeah.

[00:09:53] Michael: So maybe we'll start with looking at your site, what you're doing wrong, maybe on the site for opportunities. So this is going to apply to sites that already exist, already make sales. They're not just starting out, they have data there. And then the second opportunity where we're looking at competitors can apply to existing sites, but then also someone starting from scratch might be able to get some intel from that.

[00:10:20] Arthur: Yeah.

[00:10:21] Michael: So the first one, finding stuff internally, what do you like to look at?

[00:10:25] Arthur: I mean you just got to really, you just got to do a comprehensive audit of your site. Right. So look at everything technical, but look at everything content as well. So I mean, the first thing I'd do is I'd look at the category pages. You'd have to try to figure out what keywords you want to rank for. So which are the high intent keywords that are relevant to your E Comm site that you want to get traffic from and you got to see whether or not it's actually possible to rank for those keywords because a lot of the time you know, there'll be specific keywords that are very competitive. And then what you want to do is make sure that you are targeting those keywords if it makes sense to do so. So auditing all the pages, category pages, optimizing the content, adding content, a lot of pages, specifically category pages, will have pretty thin content on there. So, you know, beefing it up, putting in relevant content on those pages to make sure that they have the best chance of ranking possible, then also looking at the product pages because with an E commerce site, you're going to have potentially thousands of different product, product variations, prices, colors, things like that so making sure that there's things like canonical tags in place so you're not having thousands of duplicate products indexed on Google with none of them showing all of that stuff. So there's just a lot of auditing of the pages content and things like that.

[00:11:45] Michael: Looking into Search Console too?

[00:11:46] Arthur: Oh yeah, massively. Yeah.

[00:11:48] Michael: You might see there's a lot of keyword action on the deeper pages of Google and it turns out that the content on your site is not that well optimized for them. But there's volume out there or you don't even have pages targeted to that when you should.

[00:12:01] Arthur: Yeah.

[00:12:01] Michael: So using that to your advantage and then maybe looking at cannibalization too.

[00:12:06] Arthur: Well, yeah, that's the thing. We've seen websites that have general pages which are cannibalizing the homepage which is the page they want to rank for not even knowing it because they're targeting the same keywords, they've got the same products, just two pages, very similar. And that's the sort of stuff that's going to make or break whether you.

[00:12:23] Michael: Rank or if you have a blog, some useless blog that is outranking really nicely done category page for some reason.

[00:12:32] Arthur: Yeah. I mean it's always just some junior person that's going there just blogging about whatever, not realizing what they're doing, thinking that they're doing the right thing because they think SEO is just about writing content, then just writing repetitive cannibalizing content and messing the site up with good intentions. But yeah, we've, we see it all.

[00:12:52] Michael: The time I would say as well user signals like oh massively. When you're looking at the site, how quick does it load.

[00:13:01] Arthur: How people can.

[00:13:02] Michael: Navigate it like yeah, move through internal.

[00:13:04] Arthur: Links for an E comm site. For me, if I'm on there and I can't find what I'm looking for, I leave.

[00:13:08] Michael: Yeah.

[00:13:09] Arthur: So having it all categorized nicely, having a proper like navigation search functionality. I hate sites that don't have a proper search function. That functionality. You know the old school ones where you have to fully type it in and hit enter viewer results. Yeah, dude. What not. Yeah, like there's so many plugins that you can just install into any kind of cms like do finder which is crawl your database of products and autocomplete like what's the one like when you have misspelled specific word it still completes it. All your products, you can set the stock, you can, you can have like, you can preference products. If someone searches fridge, you have a fridge that you Want to sell? Put it there.

[00:13:47] Arthur: Yeah.

[00:13:48] Arthur: So much better.

[00:13:49] Michael: It's a no brainer.

[00:13:49] Arthur: Yeah but a lot of people will don't want to install it because it's a, it's a cost. Yeah, it's $120 or whatever us a month. You know, if you're a serious business.

[00:13:59] Michael: That'S nothing for the Apple because the good search like that is just proven to like.

[00:14:04] Arthur: You'll be surprised, you'll be surprised how many.

[00:14:06] Michael: I wouldn't be.

[00:14:07] Arthur: How many, how many people would just be like, well I don't want to, I don't know if it's worth it.

[00:14:10] Michael: Well maybe that's a good point to make here. So we've, we've given a whole bunch of ideas of stuff that you can look at on your site when trying to scope out your E commerce SEO with this like say we're talking about, we've gone in search console, we've found some keyword themes that we're kind of ranking for but we don't really have a page on. So the plan from there to tie it back to actually like what's this outcome going to be for me if I work on this? You would do proper research into those keywords and try and get a sense for how much volume is out there. Then estimate how much traffic you would get when you rank for those keywords and then tie that back to your conversion rate, your average order value. And you might see that creating that page is going to be worth 5,000 or $10,000 a month to you in potential revenue if you go ahead and create it.

[00:15:02] Arthur: Yeah.

[00:15:03] Michael: So with that search example you gave, if maybe you can test it, if they have free trials and you test it and you see what the conversion uplift is like or they have case studies where they show you what conversion uplifts have been like if you reframe your thinking. Because with E commerce SEO the numbers are all there. It's so like you can tie everything back to an ROI or ROI potential at least and it will help you prioritize. We've just rapid fired given ideas of stuff to look at but you need to prioritize what to work on, what not to. And a lot of the time the best way is by ROI potential.

[00:15:38] Arthur: And I don't want to bang on about my point before but when we did install a proper search functionality, the conversion rate increased significantly and rankings improved as well because the user signals conversion rate. Everything, all the things that Google looks at went up. So in theory, everything else, rankings and everything Else started to go up as well. So it kind of feeds off itself.

[00:15:58] Arthur: Yep.

[00:15:58] Arthur: But again, it's one but something that someone might not think about. Like an oversight.

[00:16:02] Arthur: Yep.

[00:16:03] Michael: So that's looking at your site. Another big thing we do, let's say when we're scoping out SEO for a prospect is really digging into what competitors are up to.

[00:16:12] Arthur: Yep.

[00:16:12] Michael: I always like to say successful leaves clues.

[00:16:16] Arthur: Always. Yeah.

[00:16:17] Michael: And you can go like, just really dig into what the top three, four, five players in your space are up to. Use tools like Ahref, Semrush, identify where their traffic's coming from, keyword themes, all that sort of stuff that you might not have. That is going to be the quickest road to wins.

[00:16:37] Arthur: Yeah.

[00:16:38] Michael: Really?

[00:16:38] Arthur: Yeah. Just reverse engineer what works, really.

[00:16:40] Michael: Exactly.

[00:16:41] Arthur: It's not rocket science a lot of the time.

[00:16:43] Michael: And this is often how we'll pitch SEO to Ecom, where, yeah, we say, here's your competitors, they're getting 30,000 visits a month across these pages. Here's why. With your conversion rate and your average order value, you could expect to generate X amount per month if you capture that traffic. So here's how we'll go do that. Do you agree or not?

[00:17:02] Arthur: Exactly. Right. I mean, you can look at it from many different ways. Like link building, for example. Right. You can have a look at your top competitors and see where you stand. You know, what your doctor is, how many referring domains they have, what the gap is and what you need to do to close that gap. Whether or not it's, you know, if there's a site that's got millions of referring domains and you've got two, then it's going to be an uphill battle.

[00:17:23] Michael: Long term. Long term play.

[00:17:25] Arthur: Yeah. But you might find that you, you might not be that far off your competitors and you might find that, you know, wow, there's like 10 pages that we can create straight away, do a little bit of link building, create a few new pages, some content that's, you know, big wins right there. Straight off the bat.

[00:17:40] Arthur: Yeah.

[00:17:42] Michael: This is. Maybe we can try to come up with some examples. I'm just trying to think of ones that we have done in the past.

[00:17:48] Arthur: Examples of what?

[00:17:50] Michael: Of where we have researched competitors and put together a plan for client of like a prospect.

[00:17:56] Arthur: Yeah, we've done it for like florists in the past.

[00:17:59] Michael: Let's talk florists, I guess because we.

[00:18:00] Arthur: Did it for a client that we used to have in the past and it was just trying to convince them to show what, what potential there Is right. You know what, what, what's the search volume of these keywords in that specific city and what would it mean?

[00:18:13] Michael: Suburbs. Like let's say like we found suburbs.

[00:18:16] Arthur: Yeah.

[00:18:17] Michael: Hospital pages was a big one. And then different occasions and then international.

[00:18:23] Arthur: Yeah.

[00:18:23] Michael: You know, people from overseas. So this particular prospect many, many years ago didn't have any of that stuff on their site. But we audited competition and saw that driving traffic. So we hypothesize that if we're to go out and build that content for you and link, build to it and make sure the internal linking to it's good, blah, blah, blah, over time you're going to capture some of that traffic too.

[00:18:45] Arthur: Yeah.

[00:18:46] Michael: And then you just plug in your average order value, your conversion rate to that projected traffic and is it worth it, is it not?

[00:18:52] Arthur: Yeah.

[00:18:53] Michael: If it's worth it, then it's worth investing in SEO and staying the course because it takes time, as we always say.

[00:18:59] Arthur: So it's good, I guess, to mention that you're trying to project what the traffic would be based on where you're ranking. Right. So you're looking at things like if all these keywords were ranking in position five, the click through rate would be this and therefore the traffic would be.

[00:19:11] Michael: Yeah.

[00:19:12] Arthur: You can't, you can't predict. SE is hard to predict.

[00:19:14] Arthur: Yeah.

[00:19:14] Arthur: But this, I find this works really well because it actually shows something tangible.

[00:19:18] Michael: Yeah.

[00:19:19] Arthur: And SEO, sometimes it's hard. It's hard to be tangible.

[00:19:21] Michael: It's intangible.

[00:19:22] Arthur: It's intangible.

[00:19:23] Michael: The old meme is it depends. Yeah, yeah.

[00:19:27] Arthur: But a lot of the times I see clients respond well to that because they can finally see. Okay, cool. Well, I want to rank for these keywords because I want to get that traffic and I want that revenue. Let's do it.

[00:19:37] Michael: Yeah.

[00:19:37] Arthur: So it's very different to go to a client and say, you need to do this. It's going to work, trust me. Versus this is what you're missing out on if you don't do this.

[00:19:45] Michael: Yeah. Yep. So, yeah, absolutely. That's what it comes down to.

[00:19:49] Arthur: Do you like that one?

[00:19:49] Michael: I love that one.

[00:19:50] Arthur: You look very happy.

[00:19:52] Michael: Well, it's just these projections, they're not exact science. No, they're not part science. But like it's as you said, it's showing the opportunity and it's helping you prep. Like if, like, because we're coming at it from this is how we scope and sell services. But like, let's say you're an E commerce store looking at this yourself, you've audited all of your on site stuff, you've ordered all of the competition, you've got this big shopping list of ideas. This is going to help you prioritize what you should work on first through to the least important. If you can sort of tie each initiative or thing you're working on back to like potential traffic uplift, which then turns into revenue based on your conversion data, then prioritize the big ticket ones first, obviously. Right? Yeah, not that simple. You got to look at competitive and how long it's going to take, blah, blah, blah. But you get what I'm saying? Oh, I get it, I get it. All right, well, that's the first two points on our list done. We've set the scene. Why SEO Commerce E commerce is different, how we like to scope it out, but there's going to be some common pitfalls that we see time and time again with E commerce. We thought it would be cool to rattle a few off because in the subsequent episodes where we dive into technical content and link building for E commerce stores, we're going to address some of these points further. But what are your favorite pitfalls or bugbears or mistakes that you see time and time again with E commerce sites and that we're going to be covering in subsequent episodes?

[00:21:18] Arthur: I've got two stock. So that's a big one. Because I've worked with clients that I think we mentioned before, they were getting a lot of traffic. They were ranking well, but they would have popular items go out of stock. They would, they wouldn't be able to get stock and then the revenue would drop. So there would be, you know, what's happening, why is, what's happening with my SEO? You go in there and you'd have a look in analytics and you'd be like, well, traffic's up, rankings are better than ever. Hang on, what happened to this product that you were selling? Oh, we don't stock that anymore. Okay, well, that was a very popular product that was driving X amount of revenue for your business. And you don't really have any comparable products that people want to purchase. So people, I guess people just need to think about what products they have and whether or not it's going to fulfill that intent. And if people are going to want to purchase it, is it affordable? Is it within their price range? That's one thing. And then the other thing is price, which I think is massive. And you know, we've had clients in the past that would be more expensive than all their competitors. And it doesn't Matter if you're ranking first, second, whatever. If there's cheaper options out there, then people often go for the cheaper options. There's an asterisk there. Because I'm not going to go and buy something from a site that looks shit or dodgy. I'm going to go and you know, if I have to spend $10 more and get it from JB hi Fi versus some random electronics retailer in Glenwood or that has, you know, a dodgy site but if everyone else everything's equal and the prices are lower, I'm going to go there.

[00:22:50] Michael: For a commoditized product like where you're just selling a product that's sold in multiple different stores. Absolutely.

[00:22:54] Arthur: Yeah, absolutely.

[00:22:55] Michael: Even for not commoditized, like yeah your brand or value props got to be so good with what you're selling to charge a higher price point.

[00:23:03] Arthur: So you just got to be competitive in price. At the very least have parity, same price as competitors. I think those two are pretty big.

[00:23:15] Michael: I would say from mine all relate to like UX and conversion.

[00:23:18] Arthur: Yeah.

[00:23:19] Michael: Like bad design. No HTTPs like huge banners put into the site like massive 8 megabyte graphic.

[00:23:29] Arthur: Files that take over the page or the big sale. Like they have a sale. It's like pixelated and just makes it look bad.

[00:23:37] Michael: Yeah. I would say as well what we see from an agency point of view working with bigger E commerce stores, pushing changes to sites without talking to your SEO team and like dramatically hurting your results.

[00:23:50] Arthur: We can talk about that in the technical one. Yeah.

[00:23:52] Michael: Next episode we've got a little example.

[00:23:54] Arthur: Of that I think you know, for me mobile, I. I'm. I don't know if it's just me, if I'm just old school but I don't like buying stuff on my phone. I will always, if I'm shopping online, I do it on a computer.

[00:24:05] Michael: Lots of people do shop on their phone though.

[00:24:07] Arthur: I know they do but that, that's what makes it extremely important that the experiences, you know. Good.

[00:24:12] Michael: Yeah.

[00:24:13] Arthur: And.

[00:24:13] Michael: And if you looking at it all the time on desktop and sort of get like your blinkers on for that and not considering mobile, that's a big pain point. Every like improvement you can make for conversion rate of mobile is massive.

[00:24:25] Arthur: Well most of mostly all these ecom sites would be getting most of the traffic for mobile.

[00:24:29] Arthur: Yeah.

[00:24:29] Arthur: So everything should be mobile first.

[00:24:31] Michael: Yeah. What about using. If you're selling a commoditized product where you just pull in the manufacturer's description, bang, drop it on the product page. Job done.

[00:24:40] Arthur: Yeah. I mean, look, I hate that.

[00:24:42] Michael: What are you doing about.

[00:24:43] Arthur: To me. I don't care. Look, if. Put it this way, if I'm buying a product.

[00:24:47] Arthur: Yep.

[00:24:48] Arthur: And I know I want to buy it. I'm not reading the product description.

[00:24:50] Michael: Yes.

[00:24:50] Arthur: But from an SEO, from an SEO perspective. Yeah, sure.

[00:24:53] Michael: You want your, you want buyers guys linked from it.

[00:24:56] Arthur: Yeah.

[00:24:56] Michael: Like a relevant video perhaps. Or you want your product page humming. Yeah.

[00:25:00] Arthur: Well, there's been clients that have no product descriptions which were. I don't like that because it just makes a page look not right.

[00:25:07] Arthur: Yeah.

[00:25:08] Arthur: And also we've seen product pages that were written extremely poorly. Spelling mistakes, grammatical mistakes. Like someone who doesn't know how to speak English has written it just plastered across the site. And I would, I personally would not buy. Even if it's a good price, even whatever. I just wouldn't buy it because to me it just looks not right.

[00:25:27] Arthur: Yeah.

[00:25:27] Arthur: So having. And with chat, GPT and AI, like there's no excuse not to have good product descriptions.

[00:25:34] Michael: Sure.

[00:25:34] Arthur: On every product. Like you can just like, what do you call it? Like scale that.

[00:25:39] Arthur: Yeah.

[00:25:40] Michael: Churn it out.

[00:25:40] Arthur: Churn.

[00:25:40] Michael: It's the official, the official term.

[00:25:42] Arthur: Yeah.

[00:25:43] Michael: But I reckon this is a nice little full stop point that we can put on this episode. We've set the scene.

[00:25:50] Arthur: Do you think the scene is set?

[00:25:51] Michael: The scene set? We've spoken some mindset stuff. We've given the lay of the land for E commerce SEO the subsequent episodes.

[00:25:58] Arthur: It's going to roll out the carpet for the next three.

[00:26:00] Michael: Yeah.

[00:26:00] Arthur: The bangers.

[00:26:01] Michael: The bangers that come. We're going to be talking technical next week. Arthur's got his story that he's going.

[00:26:05] Arthur: To tell you, so don't need to tune in.

[00:26:08] Michael: Forget to tune back in for that one.

[00:26:09] Arthur: You need to tune in for this one.

[00:26:11] Michael: But until next time, happy seoing. We'll see you in the next episode.

[00:26:15] Arthur: Bye bye.

[00:26:17] Intro: Thanks for listening to the SEO show. If you like what you heard, don't forget to subscribe and leave a review wherever you get your podcasts. It will really help the show. We'll see you in the next episode.

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