E-commerce SEO in the age of AI

Featured Speakers:-

Links and Resources

• SEO Analytics Strategies: Boosting Your Website’s Full Potential
• Answer Engine Optimization (AEO): The New Frontier of SEO in 2026
• Optimizing Performance Through Key Metrics in Ecommerce Analytics for Businesses

Transcript

0:12:
Hello everyone.

0:13:
Welcome to AI Machines and Marketer show.

0:16:
Well, I’m delighted to have you all in this conversation, as this conversation is not only urgent, but actually it’s timely.

0:25:
Well, as AI is evolving and it shapes how people shop.

0:32:
search and make decision online.

0:35:
E-commerce teams on the other hand, are experiencing a new kind of a playbook.

0:40:
What ran earlier or what ran two years back does not guarantee success today, and the businesses or brand they who are winning have understood that how AI understands content, context, and intent well in as today’s fire chart show topic.

1:00:
E-commerce SEO in the world of AI, we are trying to understand this radical shift in the most easiest and practical manner.

1:09:
We will also talk about how AI reads product pages, decide what to show to the user, and most importantly, what e-commerce teams should do to stay visible.

1:23:
Well, today’s chat show is actually more special because it is accompanied by someone who holds the enormous experience in B2C and B2C market.

1:32:
He is the one who has seen how AI is rank rewriting the ranking system, how product page needs to evolve, and how the entities, schemas, and the structured meaning make more sense than keyword.

1:49:
So settle down.

1:50:
Because we are going to experience something very interesting.

1:53:
Please welcome Mr.

1:54:
Sameer Pawar, director of growth marketing at Growth Natives.

1:58:
Hello, Sameer, welcome to our chat show.

2:01:
very good evening, Rajnish, and good morning, good afternoon and good evening, everybody.

2:09:
So Sameer, I think this is, with you, we have the 2nd episode.

2:12:
How are you feeling today?

2:14:
Yeah, I’m quite excited.

2:15:
There are so many things that that I would like to explore and discuss.

2:22:
So, yes, energy is quite well.

2:24:
Well, that’s a great thing because, as me, like this is a topic that you hold an enormous air of experience in handling e-commerce, as well as the SEO part.

2:35:
So as of today’s topic is e-commerce SEO in the world of AI, I think you have a lot more to say, right?

2:43:
Yeah, there are, there are so many, changes in, recently because the last 36 months.

2:50:
Specifically, there is a lot of new technologies specifically from not only algorithm, even though I, I would like to say at hardware level as well, so there are so many things that that are happening and I think it is really great appeal to, good opportunity to discuss, you know, all, all these things.

3:16:
Right.

3:17:
So, audience, let’s behave.

3:20:
So, my first question to you, Sameer, how AI is changing, how e-commerce pages get wrapped?

3:29:
The fundamentals, I think they remain the same.

3:33:
When I’m saying fundamentals, it means still there is.

3:38:
things of, you know, that that used to work, that is a crawling.

3:43:
Rendering Liking And then getting clicks, getting traffic.

3:48:
So these fundamentals remain intact.

3:50:
Only thing is the destinations have changed.

3:53:
Now where you are getting crawled and how you are getting crawled, I think the whole process has changed.

4:00:
The way earlier Google used to crawl, I think now it is not, it is crawling your document in one shop, right?

4:09:
So basically it is crawling in slices.

4:11:
So, so that is the that is the one change.

4:14:
And there are some new algorithms or or new technologies.

4:19:
They are far, far intelligent than, you know, the earlier systems, so you cannot abuse now search engines.

4:27:
You cannot be very smart.

4:29:
I think that is a traffic change, right, right, right, right.

4:33:
So, Sameer, like, what a brand should fix first to stay visible in AI searches results.

4:39:
I, I have a very basic fundamental recommendation, and that recommendation is.

4:46:
Am I having the right catalogues when it comes to e-commerce?

4:53:
And when you’re having more than 15,000 or 500 or 500 plus products on your store, then things change drastically.

5:01:
It is more complex and identifying the right category, right, that is very important because, LLMs works on, root, ears and nodes.

5:13:
They are the three concepts for the LLM.

5:15:
And roots are like, you know, your domain name, right, then seals are your, you can take category pages and nodes are your blog articles.

5:30:
yeah, so, so that it, it’s all interconnected.

5:34:
So, Sameer, like why do entities and schema matter more for our products here now?

5:40:
So, when, before going for schema and, you know, all, all other concepts, I would like to clearly tell, Let’s have some clarity, right?

5:52:
So there are the two kinds of graphs.

5:55:
One is the knowledge graph.

5:56:
Another one is a shocking graph.

5:58:
So there are the four components that are very critical, and, I can bet with you, if you can see and watch your Google search consume.

6:12:
Every nook and corner, you are doing 90% things right for you.

6:18:
So, there are some things like, you know, knowledge graph and a shopping graph.

6:23:
So for a shopping graph, kind of, you know, entities that are surrounding or that belong to that product, Google have given us, you know.

6:34:
If, if I’m talking in contact with Google Tartijin, then you can easily penetrate with, you know, the right configurations of the schema, OK, and, and, and it is not about like, you know, the product page.

6:46:
We are calling product page that the product page.

6:49:
It is for our convenience, but ideally, it is a document and your catalogue is nothing but.

6:58:
It is the interrelationship between the documents.

7:01:
So one thing is your URL, your title, your product name, and the kind of content you’re using for the product description.

7:10:
That is the one thing.

7:11:
And the second thing is choosing the right category.

7:14:
That is the holy grail.

7:16:
Choosing the right category and and and if the project is very complex, then there are some issues oftentimes occurs specifically around the variation.

7:30:
So, so we are plugging in all these things with Google Merchant centre.

7:34:
OK, so there are some attributes so basically very we are thing entities, I, I would like to give analogy of.

7:43:
That entities are nothing but the way human understand, you know, the language, we take a deep neural neutrality similar way searching in also or ellips also understand they get concession.

8:00:
OK, Sameer, so all of these, the question I asked you were simple and for the basic knowledge graph, now the question are turning more interesting because we are digging more deeper.

8:11:
So Sameer, my next question is, how do crawl errors and broken links affect the visibility of an e-commerce website?

8:20:
So For crawling purpose, are they, we need to understand one thing, interlinking play very, very important role.

8:29:
, that is the first thing that, we, we need to check, so it is not the keyword, but, you have a product name, you have a solid description, and, and it is not, you know, some traditional, you know, designer UIUX, that, that you are using, something, you know, very hideous and unsexy, but, you have to use, you know, very subtle minimalist design and.

9:00:
You know, pay focus for, you know, the best user experience, and, I think entity embedding is the one thing and another thing is, you know, the kind of signals that we are giving to LLMs.

9:14:
The signals are also in top.

9:16:
Right.

9:17:
That’s make a good sense.

9:19:
So Sameer, like, one question that pops into everybody’s mind that do, like AI tools, like we say, let’s say Cha GBT or, or, Google AI understand the same way about the brand in the same manner as the search engines do when we are saying search engines.

9:41:
It is it’s simple and I said, right, right, so I, I think, there is nothing like, you know, the old, older way of like, you know, the searching in work, right?

9:49:
So there are new concepts like, you know, query retrieval and, and, and, there is a query extraction.

9:57:
And it it crawls the page, page of your product pages or your documents in instalment.

10:05:
It is in the slices, right?

10:07:
It consumed the first slice, the second slice.

10:10:
So, in that context your product.

10:13:
Your URL, your product title, right, and your images, I think they play a very critical role in the kind of experience in e-commerce.

10:21:
It’s e-commerce is all about video, right?

10:24:
That’s, that’s more made for the users and everybody here.

10:28:
So, so, there’s a few things that I have noticed, and I think you must have noticed that, and that people also ask, there are a few, let’s say brand who offer a very limited content or.

10:39:
Limited approach, but they rank in the AI overviews.

10:43:
They get placed over there and moreover, and there are some brands who offer so much of a thing, they think that, OK, I have covered every aspect that a Google or any of the, let’s say tool would understand.

10:55:
So why the reason there are few who are actually given more weightage or they they’re visible more than the few who offers additional substrate.

11:06:
The first, and primary reason is, the outer signals.

11:12:
The signal looks like, the kind of, you know, review or narratives that third party or your customers are creating, specifically at the places like, Google Reviews, then, there are many review sites.

11:31:
So, these signals are very important.

11:34:
So it did not always either 40% on page you can control, but 60% is like, you know, the third party that creating a, a, a kind of, you know, their reviews or signals that they’re giving.

11:50:
E-commerce brands are, you know, largely using, Coa then, and we all know, Google, and even though, OpenAI giving very hefty amount every year to consume, you know, data from, these platforms, so VOC is becoming more important when you are in branding then.

12:16:
Voice of customers, what they’re saying and what is their reviews and even though you will be surprised to know that there is one website called like HC and HC is bidding Amazon.

12:28:
OK, OK, now that’s it.

12:31:
SC is bidding Amazon, when it comes to a penetration into.

12:36:
Oh, large language model or tragies, right.

12:42:
OK, so basically, Sami Ansarami is like for me, a carousel of ride.

12:47:
Like, I switch, I come back again, and this brings me to another question.

12:52:
What should be important for a brand to fix a crawl issue or improving the site structure?

12:59:
What are the things quite suboptimal.

13:03:
the first and primary element, I think that remain intact and, and, and that it’s.

13:08:
The product explains.

13:11:
OK, so the kind of, you know, the quality of the product and of course the way we are showing you the product because first show will happen and then the experience will happen.

13:23:
Definitely.

13:23:
OK, so I think these two are the primers.

13:27:
If you don’t have confidence on your product, well, it is, it is cutting the clutter.

13:31:
It is really, you know, adding a, you know, really good value in a human life or your consumerrate life.

13:38:
I think, that makes a lot of difference, difference, yeah.

13:43:
So, Sameer, where do you think most brands are falling short, Whether it’s like product data, brand visibility, or external mentions?

13:52:
What could be the lacking point?

13:54:
I have got a chance to work with.

13:57:
Some Titus and some BituC brand and, and, and edicts.

14:04:
Mostly, you know.

14:07:
Hinging upon, you know, paid channels, I, I, I don’t think, there are very few brands who are, you know, you know, investing very widely or, with a very good amount on a, search engine optimisation.

14:22:
that is the 11 place, that is the first fact, and second fact is, having very good, Local signals that are doing your local is your right, right.

14:38:
OK, so Sameer, should brand focus more on their top selling products instead of spreading SUO effort across the entire catalogue?

14:48:
So, see, for e-commerce, there are the only 3 ways that you can scale up, right?

14:54:
Number 1, a, that increase the size of your customers, that are increasing the slice of the pie.

15:02:
What is my market share.

15:04:
OK, OK.

15:05:
Second one is increase the Frequency of purchase.

15:11:
Right, so Amazon have, you know, a long back they have subscribe and save modem, and number 3 is increasing the size of the basket.

15:21:
So, so that it’s, having permutation and a combination, for example, if we did the skin care, then there is something called as a CMP that cleansing, toning, moisturising, so they are bundling, so that way they are increasing the value of the basket and all psychological frameworks come into the play like FOMO and BO that buy one, get one free, a fear of missing out, right, right, that’s a different thing.

15:47:
Well, today we understood one thing that Over the age, over the time, e-commerce have evolved.

15:54:
It is not only about being ranca or to be among the first pages, it’s about being understood and understood, recommended, as well as play a very vital in both search engines and AI systems.

16:09:
Well, that’s all for today.

16:11:
Hope you had a great time today and you got some of your answers well.

16:15:
Till the next time, meet you again.

16:17:
Keep digging, keep learning.

16:19:
Thank you, Sameer.

16:20:
Thank you so much for joining us.

16:22:
Thank you.

16:23:
Thank you, everyone who joined us today for the conversation.

16:26:
Well, in our conversation, we understood that how.

16:31:
AI is evolving accordingly, but at the same time, how the evolution of products being discovered has changed.

16:38:
Well, it’s not about being ranking on a page or something, it’s all about being visible, both to the serve, to the Google, on the search engine, apart from the AI.

16:48:
So if the brand can maintain the real context, clear data, and proper visibility across the channel and AI.

16:57:
Platforms, it really can make a big shift.

17:00:
Well, thank you so much for joining us today.

17:02:
Hope you guys do well, understood well, and explore more.

17:05:
Till then, we meet again.

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