In this episode of the eCom Pulse podcast, our host Eitan Koter speaks with Rachael Parrott, Senior Director of Business Development at Optiversal. As an AI enthusiast and expert in scaling enterprise eCommerce SEO, Rachael brings fresh perspective to the conversation on leveraging AI tools and strategies to improve online visibility for brands.

Rachael shares her experience working with major companies like Best Buy and Sephora, explaining how Optiversal helps them enhance their online presence by utilizing first-party data, conducting content analysis, and creating AI-driven content strategies tailored to consumer needs. She highlights the importance of understanding how consumers search, using examples such as niche product searches and thematic landing pages that drive incremental revenue.

The discussion covers the growing influence of AI in SEO, emphasizing the need for human oversight to ensure content is relevant and emotionally engaging. Rachael also touches on the shift in focus from customer acquisition to retention, and how brands are navigating the balance between their websites and third-party platforms like TikTok and Instagram.

This episode offers practical guidance for businesses aiming to optimize their SEO strategies, covering everything from consumer intent to aligning content with search engine algorithms and customer needs. If you're interested in the intersection of AI and digital marketing or looking for ways to improve your eCommerce performance, this conversation is filled with actionable takeaways and concrete examples.

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Guest: Rachael Parrott, Senior Director of Business Development at Optiversal.
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Takeaways:
• AI in SEO requires human intervention to ensure quality content and meet consumer needs.
• Understanding consumer intent is crucial for effective SEO.
• Thematic landing pages and updated content can improve search rankings.
• The focus is shifting from customer acquisition to customer retention.
• Domain authority and incremental revenue are key metrics for success in SEO.

Chapters:
00:00 Introduction and Background
08:39 Embracing the Evolution in SEO
14:24 Improving Search Rankings with Thematic Landing Pages
20:44 Shifting Focus from Acquisition to Retention in SEO
25:14 The Impact of Social Commerce on SEO
29:52 Measuring Success in SEO: Domain Authority and Incremental Revenue
37:12 The Future of AI in SEO and Other Industries
39:08 Conclusion

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