Simple and Smart SEO: A podcast for Shopify sellers who want to expand beyond Etsy! – Details, episodes & analysis

In this episode of the Simple and Smart SEO Show, Crystal Waddell breaks down how AI search systems can lock businesses into outdated messaging, even after they've evolved. 

Using a real-world case study of a lawn service company transitioning from residential to large-scale commercial work, Crystal explains how semantic misalignment—not visibility—is often the root problem. 

She introduces the concept of semantic alignment and shows how refining website language and structure can guide AI to recommend businesses for the right type of work. 

From homepage rewrites to contact form tweaks, you'll learn how to future-proof your business's online presence.

Key Takeaways:

• Semantic Clarity Over SEO Volume: The problem isn’t always lack of keywords—it’s misaligned meaning that AI misinterprets.
• AI Sees Language, Not Intent: Your evolving business needs evolving semantics to match.
• Refine Category Language: AI already knows how to group services—your site just needs to claim that space.
• Emphasize Equipment and Scale: Specifics like tractor sizes or acreage capacity build trust and align expectations.
• Update Contact Forms Thoughtfully: Even small changes like renaming service frequency options can better match buyer psychology and train AI.
• Your Website Trains AI Too: Every word on your site tells AI what kind of work to send your way.

Episode Highlights:

• "AI doesn't see your intentions. It sees your language."
• "The site stopped pulling him backward—and started supporting where he's going."
• "Semantic alignment isn't about traffic. It's about getting the right work."

Listener Action Items:

1. Run a Semantic Audit: Use Crystal’s Semantic Alignment Analyzer to see if your website says what you intend.
2. Clarify Your Core Services: Choose two main servic

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!

In this episode of the Simple and Smart SEO Show, host Crystal Waddell unpacks the concept of semantic triples and how understanding them can solve one of the most frustrating SEO issues ... getting impressions but no clicks. 

Drawing from her experience at a technical SEO conference and a real-world case study from her own business, Crystal reveals how aligning your page’s content with user intent (not just keywords) can lead to higher conversions. 

Whether you're an SEO novice or pro, this episode offers actionable insights into fixing semantic misalignment and crafting on age content metadata that actually converts.

Key Takeaways:

• Semantic Triples Explained: Learn how the "who," "what," and "why" of user intent can clarify your SEO strategy.
• Real-World Example: Crystal shares how her page for “volleyball gifts for girls” got 1,700+ impressions with zero clicks—and how she fixed it.
• Diagnosing Intent Mismatch: Uncover how tools can reveal pricing shock, vague copy, and semantic misalignment.
• Actionable Fixes: Get practical changes you can make to metadata, product descriptions, and page flow to convert better.

Memorable Quotes:

• “It’s not a traffic problem. It’s not a keyword problem. It’s a meaning problem.”
• “The fact is, if there’s no click, there’s no conversion—and that means there’s no SEO value.”
• “Being understood is the real work.”

Listener Action Items:

1. Audit Your Own Pages: Use semantic triples (who, what, why) to evaluate whether your content truly aligns with search intent.
2. Rewrite Metadata: Make your titles and meta descriptions more specific and emotionally engaging.
3. Clarify Your Offer: Lead with emotional hooks and value before asking the user to take action.
4. Book a Consult: If you're stuck, schedule a

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!

In this episode of the Simple and Smart SEO Show, Crystal Waddell (That's me!) is joined by Shopify expert and founder of e-Commerce Savvy, Deonnah Carolus. 

They dive into the recent changes at Shopify, talk AI integration, theme changes like Horizon, and practical insights for e-commerce sellers. 

Whether you're new to Shopify or an experienced seller looking to stay ahead, this episode is packed with actionable strategies and future-focused predictions.

Key Takeaways:

• Shopify Evolution: Deonnah outlines how Shopify has transitioned from Debut to Dawn, and now to the new Horizon theme, offering more flexibility and AI-powered tools.
• AI Integration: Both the theme builder and theme generator now feature AI capabilities—but success still depends on the quality of your prompts.
• Theme Migration Tips: Migrating from Dawn to Horizon requires rebuilding custom templates. Early adoption helps avoid rushed transitions later.
• SEO in Social Media: SEO isn’t just for websites—Deonnah explains how it intersects with social media marketing.
• Pricing Services: Deonnah shares her method of pricing services based on the client’s business scale and goals, not a one-size-fits-all approach.

Memorable Quotes:

• “Google’s confused for the first time since 1996.” – Deonnah Carolus
• “Everyone’s trying to figure out how to get AI integrated into everything.” – Deonnah Carolus

Listener Action Items:

1. Evaluate Your Shopify Theme: If you’re still using Dawn or Debut, start testing Horizon now to prepare for the future.
2. Play with AI Tools: Begin experimenting with Shopify’s AI builder and theme generator to familiarize yourself with their capabilities.
3. Document Your Custom Pages: Before migrating, inventory your custom product and collection pages to simplify rebuilding th

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!

Meet Sarah K Heeter, a podcast expert and CEO of Podfox Media.

Sarah's on the show today to walk us through leveraging podcasts and audio effectively.

Connect with Sarah
Podfox Media
Big Brave Business Podcast
LaunchMyShow.com
Free Roadmap to Grow Your Podcast (Link coming soon!)

My apologies again for my audio - I was having mic issues and didn't realize it!

How do I get my podcast to show up on Spotify or Apple Podcasts?

• Consider use of listeners' questions as titles.
• Think about episode titles as clickbait.
• Don't try to summarize the entire podcast with a title.

What's the benefit of audio content creation?

• Audio content is intimate and creates connection like a phone call.
• We are all multitasking consumers.
• Build trust faster and demonstrate E-E-A-T.
• Build a deeper level of trust with listeners.

How to start a podcast on Spotify for a business?

• Podcasts can become a tool for gaining clients.
• Know your target audience.
• Define the podcast’s overall promise or goal.
• Define the podcaster's personal goals.

General guidelines for starting a podcast

• A podcast c

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at aise

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!

Crystal Waddell shares insights on changing her business model, prioritizing health, dealing with stress, and learning from Nick Rubright. She also discusses the PIE project for women's basketball, staying updated and engaged with women's basketball, and exploring data visualization ideas.

00:00 Welcome to Follow Through Fridays!

00:13 Turning Business Models Upside Down

00:23 The Hustle Habit: A Decade's Reflection

00:39 A Shift Towards Health and Well-being

01:49 The Wake-Up Call: A Personal Story

03:24 Finding Balance: Work, Health, and Stress

03:53 Learning from Nick Rubright: Linkable Assets

04:14 The Struggle with Public Relations and Organization

05:57 A Deep Dive into Women's Basketball and NIL

06:11 The PIE Project: Player Impact Estimate

10:37 Staying Updated and Engaged with Women's Basketball

12:46 Expanding the Project: Data Visualization Ideas

17:05 Concluding Thoughts and Future Plans

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!

Today's podcast features SEO link-building expert Nicholas Rubright, who shared insights on the importance of link building and PR strategies in SEO for business owners.

*Please excuse my sound quality, I had a mic issue!*- Crystal

Connect with Nick
Linkedin
Ranko Media

Unique SEO Insights From Nick:

• SEO professionals who figured out SEO organically approach it differently than those who learned it within large companies. 
• Marketing efficiency is key.
• Nick shared strategies of crafting content that targets specific keywords and creating data maps.

Nick on PR and SEO:

• The faster indexing of news-worthy content leads to faster link indexing.
• The process of getting the story right for PR can take time and resources.
• Podcasts are the most cost-effective type of PR campaign: they don't require  content creation.

Pitching and Posting As A Link Building Strategy:

• Align your pitch with the recipient's content intent.
• Make the initial outreach email short and personalized. 
• Understand the recipient's monetization strategy. 
• Cold emailing still works.

Data-Driven Content Attracts Journalists

• Generate backlinks with no outreach: select keywords that include statis

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at aise

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!

Today I'm implementing the advice of Sara Jensen (Episode 110) optimization of websites, specifically focusing on SEO strategies and tips like: 

• the importance of understanding your target audience 
• and unique selling proposition and the benefits of team collaboration. 

I realized I needed to  streamline my personal brand website and the simpleandsmartseo.com website to improve my messaging.

Join the 2ND ROUND of Founding Members for the SEO SQUAD.

Detailed Summary:

• Crystal Waddell (ME!) hosts the simple and smart SEO show podcast and Follow Through Fridays.
• I realized the need to redefine the goals for my websites: crystalwaddell.com and simpleandsmartseo.com.
• I plan to split her brand into two websites with different goals: crystalwaddell.com for business presence as a public speaker and simpleandsmartseo.com for generating organic leads.
• I actually created business plans for the next three to five years, which include growing the podcast, improving her speaking skills, expanding the SEO squad membership, and growing the agency services.
• I shared the lead generation ideas I have: allowing podcast search, running an evergreen three-day challenge, and creating ads for agency services.
• I plan to hire virtual assistants as necessary to implement her system.
• I'm building a plan to grow my email list for the podcast.
• My target audience is local business owners and e-commerce sellers.

Make sure to check out episode 110 for more resources!

 Search the Simple and Smart SEO Show podcast for FREE!

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!

In my conversation with Sara Jensen from Brighter Messaging, we explored so much that impacts women-owned businesses: 

•  the dynamics of managing a digital marketing agency, 
• the evolution from solo entrepreneurship to leading a team,
•  and the essential role of SEO in website development. 
• the untapped "Mom" workforce and how to EmpowerMoms in Business

Connect with Sara
Website
Linkedin

0:00 Sara Jensen - Simple and Smart SEO Show Podcast Recording (2024-01-16 10_04 GMT-5) 

00:16 Welcome to the Simple and Smart SEO Show Podcast 

00:39 Meet Sara Jensen: The Digital Marketing Expert and Female Champion 

03:23 The Evolution of Brighter Messaging: From Solopreneur to Team Success 

08:55 Empowering Moms in the Creative Industry 

14:29 Diving Deep into SEO and Website Strategy 

20:56 Unlocking SEO Success: Simple Strategies and Missteps 

21:04 The Power of Metadata in Boosting Your Site's SEO 

22:55 Maximizing Your Website's Potential Post-Launch 

24:30 Content Strategy: The Key to Organic Traffic and Lead Generation 

25:24 Leveraging Blogs and Email Lists for Enhanced Engagement 

26:26 Internal Linking: A Secret Weapon for SEO 

28:18 Crafting a Winning Strategy: Target Audience and Value Propositi

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at aise

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!

In this episode of Follow Through Fridays, I'm reflecting this week's episode with international SEO expert Sarah Presh. 

My takeways on iSEO:

• my current business model doesn't need to focus on international SEO.
• I rarely ship internationally.
• I COULD leverage Amazon fulfillment to explore international markets
• Could I experiment with language-specific pages for products? 
• What about a blog to go with that one language-specific page?

Leveraging takeways from Google Search Console:

• According to GSC, people were searching for marquee letters to rent and buy! 
• So I put up a product page and I've had two rentals so far - one for $900!

Join the 2nd round of SEOSQuad founders here for $29 - NINE spots left! (if link doesn't work, it means spots are filled!)

00:00 Welcome to Follow Through Fridays... on a Saturday!

00:08 Diving into International SEO with Sarah Presh

00:22 The iSEO Shopify Theme Dilemma and SEO Insights

01:41 Leveraging Amazon for International Sales

04:09 Launching New Products Based on SEO Data

05:57 Join the SEO Squad: A Special Invitation

06:39 Looking Ahead: Website Building with Sarah Jensen

06:56 Closing Thoughts and Next Episode Teaser

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!

Navigating International SEO with Sarah Pokona.

Today I'm joined by Sarah Pokona to talk about the unfamiliar nuances of  international SEO. 

Sarah shares her journey from heading marketing and SEO at a company to starting her own agency and eventually preferring the employee path for its benefits and stability. 

Her experience as an SEO and marketing manager, the transition to entrepreneurship, and the challenges of working for a small company mirror the challenges of solo entrepreneurs across the world.

Sarah now specializes  in international SEO, and has specific advice to implement it successfully. In particular: 

• taking time to understand local search behaviors, (or find someone locally who does!), 
• How to properly manage multilingual websites, 
• A few examples of nuances of tailoring SEO strategies to different cultures and search engines used around the globe. 

Sarah shares positive and negative experiences with  geo-targeting, the potential pitfalls of translation services, and the significance of cultural sensitivity in digital marketing.

If you're looking to expand your marketplace online or enjoy learning how the internet works, this episode is packed with valuable tips!

Connect with Sarah Pokona:
Linkedin
Dragon Metrics (Save 5% with my code: WADDELL)

Text me your questions or comments!

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

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

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

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

No tech headaches, no fluff. Join us at

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

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

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

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

No tech headaches, no fluff. Join us at aise

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

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

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

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

No tech headaches, no fluff. Join us at

Support the show

Book a Shopify Store Strategy Call With Crystal!

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

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Grid and Pixel

Note:
If you make a purchase using some of my links, I make a little money. 
But I only ever share products, people, & offers I trust & use myself!