Keep Optimising – Détails, épisodes et analyse

Dan Coleman is an eCommerce Wizard.

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

Dive in:

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

[08:08] Pre-Internet Search Methods

[11:25] Rethinking SEO Strategy

[15:42] Evaluating eCommerce Ranking Effectiveness

[19:00] Domain Focus & Site Relevance

[22:12] Purposeful Blogging for Buyer Decision

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

[29:21] Insider Tips from Dan!

 

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

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

Master the Three Key SEO Questions

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

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

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

Prioritize Product Data and Transactional Content Over Lifestyle Blogs

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

Takeaways:

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

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

**** 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

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 Experience

Good 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 Audit

Old 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 Now

AI 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/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy

SMS is a very personal channel that goes directly to your phone, making it an essential part of your marketing strategy. In this episode, we dive into how to effectively integrate SMS into your email marketing plans, addressing a common challenge many businesses face: knowing they should use SMS but not knowing how to start. I chat with Naomi Davis, an expert in the field, who shares actionable insights on the types of campaigns to send and the importance of messaging that provides real value.

Integrating SMS into your email marketing strategy is essential for enhancing customer engagement. The episode dives into the nuances of this integration with expert Naomi Davis, who emphasizes that SMS is a highly personal channel. Unlike emails, which can get lost in an inbox, SMS messages land directly on the recipient's home screen, making them more immediate and impactful. By considering the timing and content of your SMS campaigns in relation to your email efforts, you can create a seamless customer journey that maximizes engagement and conversion rates.

The conversation shifts to practical tips for executing SMS campaigns effectively. Naomi advises listeners to start by collecting SMS consent properly and utilizing that list from the get-go. She suggests implementing a welcome series that immediately engages new subscribers, providing them with incentives and offers tailored to their interests. The discussion covers how to avoid common pitfalls, such as over-segmenting or solely relying on discounts in SMS communications. Instead, Naomi encourages brands to explore a diverse range of messaging strategies to keep their audience engaged without diluting their brand value.

Towards the end, Naomi shares insights on measuring the effectiveness of SMS alongside email marketing. She highlights the importance of analyzing customer behaviors across both channels to optimize future communications. The episode wraps up with actionable advice on maintaining a balanced cadence of messaging, ensuring that customers feel valued. By combining the storytelling power of email with the immediacy of SMS, brands can foster stronger relationships with their audience and drive better marketing results.

This episode is a goldmine for marketers looking to elevate their strategies and connect with customers on a more personal level.

Takeaways:

• Integrating SMS in email marketing demands a unique approach tailored to the audience.
• SMS is a personal communication channel and should be treated with respect and value.
• Sending a prompt welcome message after collecting SMS consent is crucial for engagement.
• To optimize your SMS strategy, segment your audience based on behavior and engagement metrics.
• Timing is key; consider sending SMS after an email to enhance engagement rates effectively.
• Avoid over-relying on discounts in SMS campaigns to maintain brand value and customer loyalty.

Find the notes here: https://keepopt.com/258

Download 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.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

**** 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

Manuel Montanari has over 23 years experience managing digital analytics projects for publishers, broadcasters and eCommerce brands, and has been Senior Digital Analytics Consultant at Mapp Digital for the last 3 years. 

 In this episode we discuss:

• Why do you need an Analytics Strategy?
• What is an Analytics Strategy?
• How does GA4 impact all this?
• Alternatives to GA4
• Why spending more time analysing data improves business performance
• What is the difference between collected data and actionable insights?
• The key considerations in choosing the right analytics tool

[05:57] Analytics strategy vital for making informed decisions.

[09:15] Clear strategy simplifies workload and frees time.

[12:22] The right analytics tool enables actionable insights.

[20:03] Data analysis requires time, understanding, and action.

[24:40] Data-driven insights improve performance.

[32:07] How does AI fit into all this?

Learn about Herdify >> https://keepopt.com/herdify

Find your next eCommerce tool >> https://keepopt.com/tech

****

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

**** 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

Rob is CEO at Source Nine, home to The Empathy Blueprint… which you may remember from a previous episode.

Rob and the team at Source Nine help you take the guesswork out of your ad strategies and create a highly effective campaign that deeply resonates with your target audience.

 In this episode we discuss:

• The steps to create a competition beating ad strategy
• Why it's crucial to start with customer research
• The importance of using both Qualitative AND Quantitative research methods
• Key factors in creating successful brand strategies
• Tips for capturing the customer's voice to improve messaging

[05:45] Directly engage with customers for advantage.

[09:50] Quantitative data helps with segmentation.

[13:36] Clear objectives, solve problems, and focused participants.

[23:15] Quickly complete projects.

[29:57] Change your thinking.

[32:29] Gain customer insight for effective marketing strategy.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

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

**** 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

Izzy Morris has been running paid social for a wide range of consumer facing brands for nearly a decade, both in house and agency side. She’s now Head of Paid Social at Vodafone.

 In this episode we discuss:

• What is Reddit and why is it so unique?
• The different types of ads: from takeovers to self-service
• Using Reddit to target specific subreddits and niche audiences
• Is Reddit for everyone?
• Agency versus in-house work

[03:26] How an accidental London agency experience led to passion.

[09:39] Various ad types: takeovers, self-service, niche.

[14:42] See results for any budget, but consider product value.

[18:02] Lead time determines if it's too late for Black Friday.

[24:23] Getting organised with Notion

[26:08] Using Meta Blueprint as a free resource.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

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

**** 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

Helen Johnson is a digital advertising expert from Remix Marketing.

We'll be diving into the realm of Pinterest ads and discussing the benefits of integrating both organic and paid content to maximise your results.

As little bonus... we'll also explore how to leverage organic content alongside paid advertising to generate free sales. 

 In this episode we discuss:

• How to use Pinterest for SEO
• Who does Pinterest work best for?
• What is working right now?
• What is a safe budget to learn from
• Why it is very different to Facebook Ads

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

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

**** 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

Helga Alvarez is the CTO, and Wesley Hartley is Chief Revenue Office at Leaf. They (and the rest of the Leaf team) are specialists in driving superior digital performance for DTC brands from ad click to purchase.

 In this episode we discuss:

• What the recent iOS17 Apple update means for your Facebook Ads (and other ads!)
• Evolving into an agency catering to eCommerce brands
• How iOS 14 changed the industry
• Taking care of conversion tracking and signals – what you need to know
• How to keep your creative clear and targeted
• Why privacy concerns are here to stay

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

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

**** 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

Ben Muir is the Head of Marketing at sister agencies Grow Digital who help brands enter the UK market, and Unsociable where they’re all about harnessing the power of TikTok and other social channels to drive brand growth.

 In this episode we discuss:

• What is TikTok Shop and how can it help brands?
• Why you need to reallocate some of your 2023 budget to TikTok ads
• The results you can expect in terms of speed and ROI
• Strategies for live selling
• What’s the one thing to do with TikTok ads right now?

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

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

**** 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

Not only is Lottie Unwin the Founder of ‘The Copy Club’ – a community for marketers with over 1,000 paying members, but she also helps eCommerce brands to build community and is CMO at luxury Fashion accessories brand Elizabeth Scarlett. Hear her take on what she has learnt over the last eight years. 

 In this episode we discuss:

• What is the difference between audience and community?
• Digging into the commercial context of community
• Who is your “army of content creators”?
• Ideas of online experiences
• Why autonomy is the secret ingredient for any successful community
• When should you NOT build a Community?

Download 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.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

**** 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