1 00:00:04,280 --> 00:00:06,320 Hello and welcome to another episode of winning Shopify 2 00:00:06,320 --> 00:00:08,080 Podcast. If you haven't tuned in before, 3 00:00:08,080 --> 00:00:09,560 my name is Nick. I'm hosting the show for a few 4 00:00:09,560 --> 00:00:11,440 years now. It's great to have you with us. 5 00:00:11,840 --> 00:00:14,400 If you haven't tuned in before, which I just said a second ago, 6 00:00:14,640 --> 00:00:16,160 and I'm feeling very unwell today. 7 00:00:16,160 --> 00:00:18,520 I've been in bed the last few days and feeling very, very 8 00:00:18,520 --> 00:00:21,040 sorry for myself. I have the British flu or cold 9 00:00:21,040 --> 00:00:23,360 or whatever you want to call it. Everybody gets ill in the UK 10 00:00:23,360 --> 00:00:26,040 around now. Our health service struggles. 11 00:00:26,280 --> 00:00:29,680 Everyone on the tube in London is sneezing and I've finally 12 00:00:30,160 --> 00:00:32,640 succumb to this. I, I basically hold out all year 13 00:00:32,640 --> 00:00:34,680 and then I get a cold just before Christmas and there's 14 00:00:34,680 --> 00:00:36,600 always a bit of a race. Can I recover before Christmas? 15 00:00:36,600 --> 00:00:38,560 And we got like a week and a half to go. 16 00:00:38,560 --> 00:00:41,440 So I'm feeling good about this. It's the 15th of December and 17 00:00:41,440 --> 00:00:42,920 I'm recording this. It'd be the 16th when you're 18 00:00:42,920 --> 00:00:45,200 watching it, if you again, if you haven't used it before, you 19 00:00:45,200 --> 00:00:46,440 don't know what the format for today is. 20 00:00:46,720 --> 00:00:48,240 I'm going to talk through the tea I'm drinking. 21 00:00:48,240 --> 00:00:49,480 Why? Because it's Tuesday tea break 22 00:00:49,480 --> 00:00:51,200 talks and why not? Makes e-commerce fun. 23 00:00:51,520 --> 00:00:52,760 We're going to talk about quote of the week. 24 00:00:52,760 --> 00:00:53,800 I've got loads of notes here on my iPad. 25 00:00:53,800 --> 00:00:55,080 We're going to talk about some quotes of the week. 26 00:00:55,080 --> 00:00:57,280 I've got several quotes this week about some things going on, 27 00:00:57,520 --> 00:01:01,080 some really, really good stuff. Actually looking at some of the 28 00:01:01,080 --> 00:01:03,360 data on a few bits and pieces in those quotes. 29 00:01:03,680 --> 00:01:06,720 We've got a big topic from one of our sponsors, Yost. 30 00:01:06,720 --> 00:01:08,320 They are doing something quite cool with their software, 31 00:01:08,320 --> 00:01:10,800 especially using WordPress. Also applies a little bit to 32 00:01:10,800 --> 00:01:13,280 Shopify, but it's a bit more WordPress focused. 33 00:01:13,280 --> 00:01:15,400 I know lots of you guys listening don't don't just use 34 00:01:15,400 --> 00:01:16,760 Shopify, use e-commerce and the stuff. 35 00:01:17,160 --> 00:01:18,920 We've got some other agency stuff going on. 36 00:01:18,920 --> 00:01:20,800 Google's making some massive updates right now. 37 00:01:20,800 --> 00:01:23,680 So if you're like 99% of all e-commerce brands and your 38 00:01:23,680 --> 00:01:26,440 alarm, PPC and SEO for everything, then stay tuned. 39 00:01:26,680 --> 00:01:29,000 And then we're going to have a Quivia at the end, which is a 40 00:01:29,040 --> 00:01:30,360 question about a piece of trivia. 41 00:01:30,680 --> 00:01:33,080 I'm still really smug about the fact that I came up with the 42 00:01:33,080 --> 00:01:35,840 word quivia and I came up with it whilst recording an episode. 43 00:01:35,840 --> 00:01:38,400 It just came to me. So it's obviously meant to be. 44 00:01:38,560 --> 00:01:40,720 But again, polished my outfit. I did promise last week I'd be 45 00:01:40,720 --> 00:01:42,160 in a Christmas outfit and I'm not. 46 00:01:42,400 --> 00:01:44,440 I'm basically in tracksuit bottoms and a hoodie because I'm 47 00:01:44,600 --> 00:01:47,040 going to go back to bed once I finished recording this and miss 48 00:01:47,040 --> 00:01:49,880 part of the spec Christmas party, which is my agency. 49 00:01:49,960 --> 00:01:52,000 Boo Hoo. Anyway, I'm drinking lemon, 50 00:01:52,000 --> 00:01:54,440 ginger and manuka honey tea today because it's the first 51 00:01:54,440 --> 00:01:57,640 thing I can grab in the kitchen when I got to the office and I 52 00:01:57,640 --> 00:01:59,440 need to get better and apparently this things are good 53 00:01:59,440 --> 00:02:02,000 for me, right? Welcome. 54 00:02:02,360 --> 00:02:04,040 That's the intro done. Let's talk about some of the 55 00:02:04,040 --> 00:02:05,520 things going on. So quote of the week then. 56 00:02:05,800 --> 00:02:08,759 I love this. The first quote we got is no one 57 00:02:08,759 --> 00:02:12,040 owns the customer anymore. The customer owns themselves and 58 00:02:12,040 --> 00:02:14,840 they control the relationships that they want. 59 00:02:15,520 --> 00:02:16,720 So no one owns a customer anymore. 60 00:02:16,720 --> 00:02:19,280 The customers own themselves and they control the relationship 61 00:02:19,280 --> 00:02:21,200 that they want. Which means you need to build a 62 00:02:21,200 --> 00:02:24,400 site and brand and way of doing everything from packaging to 63 00:02:24,400 --> 00:02:28,360 delivery to marketing in a way that customers actually want. 64 00:02:28,560 --> 00:02:30,840 Got another one here. This is quite cool. 65 00:02:30,840 --> 00:02:34,680 So we start to look at some of the data, the UK Top 100 Black 66 00:02:34,680 --> 00:02:39,640 Friday Visibility Winners 2025 and we updated this on the 25th 67 00:02:39,640 --> 00:02:42,600 of November. So the, so it's the UK Top 100 68 00:02:42,600 --> 00:02:44,720 Black Friday Visibility Winners 2025. 69 00:02:45,160 --> 00:02:48,480 John Lewis still holds the most Black Friday rankings. 70 00:02:48,720 --> 00:02:51,640 So when you type in Black Friday with or without anything else, 71 00:02:52,000 --> 00:02:54,640 John Lewis, one of our retailers here in the UK has the biggest 72 00:02:55,160 --> 00:02:58,120 amount of visibility for that on Google, which means they got the 73 00:02:58,120 --> 00:03:00,080 best SEO basically, which is incredible. 74 00:03:00,360 --> 00:03:03,200 In 2024, we discovered John Lewis were the undisputed 75 00:03:03,200 --> 00:03:04,400 champions of Black Friday in the UK. 76 00:03:04,400 --> 00:03:08,280 They ended up with the with the with the most top ten, top five 77 00:03:08,280 --> 00:03:11,800 and top 1 rankings by a significant margin. 78 00:03:12,920 --> 00:03:16,760 Our latest data which is 22nd to 24th November shows John Lewis 79 00:03:16,760 --> 00:03:18,240 is still a million miles out in front. 80 00:03:18,520 --> 00:03:20,800 Say anyone who's trying to do SEO, look at John Lewis and what 81 00:03:20,800 --> 00:03:23,200 you'll notice is a lot of this is what I find interesting about 82 00:03:23,200 --> 00:03:26,040 SEOA lot of their technical SEO and some of their page speed and 83 00:03:26,040 --> 00:03:29,600 other stuff is not great. It's the sentiment towards John 84 00:03:29,600 --> 00:03:31,120 Lewis that makes them so powerful. 85 00:03:31,120 --> 00:03:32,760 Customers in the UK love John Lewis. 86 00:03:32,760 --> 00:03:35,880 The product range is so vast. They have enormous stores. 87 00:03:36,080 --> 00:03:38,480 People say good things about them and when John Lewis talk 88 00:03:38,480 --> 00:03:41,360 here I am exactly doing exactly this. 89 00:03:41,360 --> 00:03:44,160 When John Lewis talk, people listen and John Lewis spoke. 90 00:03:44,160 --> 00:03:46,120 I've listened and now I'm telling you guys, you guys are 91 00:03:46,120 --> 00:03:47,920 all listening. So they are 1,000,000 miles out 92 00:03:47,920 --> 00:03:51,600 and from Curry's is a another technology one initially. 93 00:03:51,880 --> 00:03:54,360 So John Lewis and Curry's both sell similar sorts of 94 00:03:54,360 --> 00:03:56,760 technology. They crossover a lot in in kind 95 00:03:56,760 --> 00:03:58,280 of white goods and computers and stuff. 96 00:03:58,640 --> 00:04:03,200 Curry's slip a place to third while Appliances Direct jump to 97 00:04:03,200 --> 00:04:05,120 second who were in 3rd last year. 98 00:04:05,240 --> 00:04:07,320 What's amazing about this is appliances direct are 99 00:04:07,400 --> 00:04:08,880 significant. Well, as far as I'm aware, I 100 00:04:09,040 --> 00:04:11,600 believe they're significantly smaller than Curry's, but 101 00:04:11,600 --> 00:04:12,840 they've overtaken them. It's amazing. 102 00:04:13,080 --> 00:04:15,320 Boots and Amazon both move into the top five. 103 00:04:15,320 --> 00:04:18,200 Amazon, no surprise at all. Boots doing well. 104 00:04:18,200 --> 00:04:20,680 Guys like you know, sometimes I look at the Boots website and 105 00:04:20,680 --> 00:04:21,800 think what on earth am I looking at? 106 00:04:21,800 --> 00:04:23,480 But clearly doing some things very, very well. 107 00:04:23,760 --> 00:04:27,800 I shop there quite a lot. Moving up from 5th from the 24th 108 00:04:27,920 --> 00:04:30,480 at the start of November, so doing very, very well. 109 00:04:30,880 --> 00:04:34,320 Argos are a big winner zooming into eighth position from 100th 110 00:04:34,520 --> 00:04:36,920 earlier in the month against Black Friday keywords. 111 00:04:37,040 --> 00:04:39,400 Which probably means this is interesting with the SEO bit is 112 00:04:39,400 --> 00:04:42,120 the later you post all your Black Friday content and pages 113 00:04:42,120 --> 00:04:44,200 will make any Black Friday updates your site, the later 114 00:04:44,200 --> 00:04:45,360 you're going to rank for it as well. 115 00:04:45,520 --> 00:04:48,040 So maybe Argos just had nothing for Black Friday or very little 116 00:04:48,040 --> 00:04:53,280 live earlier on and then posted lots of stuff after that despite 117 00:04:53,280 --> 00:04:56,360 sitting in 10th since since the end of October. 118 00:04:56,680 --> 00:05:00,720 Foot asylum, he sold trainers they've dropped or sneakers you 119 00:05:00,720 --> 00:05:02,560 guys say in the US dropped to 25th. 120 00:05:02,920 --> 00:05:07,240 Tech Radar jumped from 10th to 26th again, first is best when 121 00:05:07,240 --> 00:05:10,400 we talk about SCO and improving their count of #1 rankings 122 00:05:10,400 --> 00:05:15,000 considerably from 7 to 21. So some some pretty good, pretty 123 00:05:15,000 --> 00:05:17,520 good movers and updates there. Happy with some of that, not 124 00:05:17,520 --> 00:05:19,000 happy with some of it. Depends who you are. 125 00:05:19,000 --> 00:05:21,480 If you work for any of those retailers, sorry guys, all well 126 00:05:21,480 --> 00:05:23,360 done depending on which ones you work for. 127 00:05:24,280 --> 00:05:26,680 So a bit of news from Yost. This is quite exciting. 128 00:05:26,680 --> 00:05:30,160 So Yost is a SEO plugin. So it's the biggest and most 129 00:05:30,160 --> 00:05:33,360 used website plugin in the world and the last time accounting. 130 00:05:33,360 --> 00:05:35,000 They said when when they were on the show, which is quite cool. 131 00:05:35,000 --> 00:05:36,760 Let's go quick sip of tea. So that needs to cough. 132 00:05:36,760 --> 00:05:42,840 I told you it wasn't very well anyway, so Yost those most used 133 00:05:42,840 --> 00:05:45,760 plug in on any website. They got a Shopify integration 134 00:05:45,760 --> 00:05:47,840 now helps you write metadata, title tags and loads of other 135 00:05:47,840 --> 00:05:49,080 stuff. They've just announced an 136 00:05:49,080 --> 00:05:51,880 incredible integration. I was sitting having a beer with 137 00:05:51,880 --> 00:05:53,600 one of the team up in Manchester. 138 00:05:53,600 --> 00:05:55,480 Where was that? Not last week, it's the week 139 00:05:55,480 --> 00:05:57,360 before. So no, was it last week? 140 00:05:57,360 --> 00:05:59,280 No, it's two weeks ago, two weeks ago from when this is 141 00:05:59,280 --> 00:06:01,200 going out. We're sitting there having a 142 00:06:01,200 --> 00:06:03,360 beer and it's one of the things I was wondering is why haven't 143 00:06:03,360 --> 00:06:05,280 we done that yet? And he gave me the weirdest look 144 00:06:05,280 --> 00:06:08,600 and I now know why. And So what they've done is 145 00:06:08,640 --> 00:06:12,520 they've now integrated Google Search Console and GA 4. 146 00:06:12,520 --> 00:06:15,240 If you've not used your Google Search Console, get it, It's 147 00:06:15,240 --> 00:06:17,120 free. And it's Google's way of telling 148 00:06:17,120 --> 00:06:18,920 you what traffic they've sent to your website. 149 00:06:19,120 --> 00:06:21,400 And it is completely bulletproof as a tool. 150 00:06:21,640 --> 00:06:24,280 If it says something that Google's saying, that is what 151 00:06:24,280 --> 00:06:26,240 Google's saying. If it tells you that they've 152 00:06:26,240 --> 00:06:28,680 sent some traffic to your site for a certain keyword or query, 153 00:06:28,680 --> 00:06:30,560 it's called in there, it's gospel. 154 00:06:30,800 --> 00:06:32,720 So that's what Google Search Console is. 155 00:06:32,720 --> 00:06:36,080 And GA 4 is the biggest, most used analytical program in the 156 00:06:36,080 --> 00:06:38,520 world for websites. GA 4, they've integrated them. 157 00:06:38,520 --> 00:06:41,120 So you can now see these are four key things I saw in the 158 00:06:41,120 --> 00:06:43,680 summary this article. And again, it's, it's in their 159 00:06:43,680 --> 00:06:45,200 developer blog. You can read the article by 160 00:06:45,200 --> 00:06:47,280 clicking on the link below and get Byron to add that into the 161 00:06:47,280 --> 00:06:50,400 show notes. And so key search metrics, which 162 00:06:50,400 --> 00:06:51,760 is quite cool. So you can actually see things 163 00:06:51,760 --> 00:06:54,160 like impressions, clicks, click through rate, etcetera. 164 00:06:54,480 --> 00:06:57,520 And I think you, I'm assuming I haven't chosen details because 165 00:06:57,520 --> 00:06:59,600 it's an integration. I'm assuming you need to have 166 00:06:59,600 --> 00:07:00,840 Google Search Console set up first. 167 00:07:01,040 --> 00:07:03,680 If you've not got Google Search Console set up and you set it 168 00:07:03,680 --> 00:07:06,920 up, it will instantly give you 16 months worth of data. 16 169 00:07:06,920 --> 00:07:09,440 months is all it holds. So we download a lot of data for 170 00:07:09,440 --> 00:07:12,000 our clients to keep an eye on what happened over 60 months 171 00:07:12,000 --> 00:07:13,560 ago. So we do good year on year 172 00:07:13,560 --> 00:07:15,800 comparison. The second thing it looks at is 173 00:07:15,800 --> 00:07:19,240 organic sessions. So if Google sends someone to 174 00:07:19,240 --> 00:07:21,680 your website, they've clicked on you and it's known as a click in 175 00:07:21,680 --> 00:07:24,040 Google Search Console. The Google Search Console can't 176 00:07:24,040 --> 00:07:26,480 see within your website itself and doesn't report on that. 177 00:07:26,800 --> 00:07:29,760 GA 4 does and it's called a session when somebody and 178 00:07:29,760 --> 00:07:31,000 there's a proper definition for it. 179 00:07:31,000 --> 00:07:33,200 I haven't got it in front of me today, but session is based when 180 00:07:33,200 --> 00:07:34,600 someone is using your site, right? 181 00:07:34,760 --> 00:07:36,480 So it shows. The second thing it shows you is 182 00:07:36,480 --> 00:07:38,520 organic sessions. How many people are using your 183 00:07:38,520 --> 00:07:40,200 site? This is interesting. 184 00:07:40,200 --> 00:07:42,400 It's the third one, so you don't have to start filtering Google 185 00:07:42,400 --> 00:07:44,000 Search console. Looking around, it gives you the 186 00:07:44,000 --> 00:07:47,160 top five search queries that you're being found for and the 187 00:07:47,160 --> 00:07:49,400 top five most popular pieces of content. 188 00:07:49,720 --> 00:07:52,680 I've only got this update about half an hour before recording 189 00:07:52,680 --> 00:07:54,200 this episode. There's a load more info in 190 00:07:54,200 --> 00:07:55,560 that. Sorry, guys that you host 191 00:07:55,560 --> 00:07:58,040 haven't done that any justice, but definitely click on the link 192 00:07:58,040 --> 00:07:59,240 below guys. And if you're not using the OS 193 00:07:59,240 --> 00:08:03,280 plug in in Shopify, then a do because I endorse it. 194 00:08:03,280 --> 00:08:04,360 I think it's a fantastic plug in. 195 00:08:04,400 --> 00:08:06,320 We didn't just take them because they're offering US money as a 196 00:08:06,320 --> 00:08:08,200 sponsor on the show. We took them because it's one of 197 00:08:08,200 --> 00:08:10,040 the biggest plug insurance. We've been using WordPress for 198 00:08:10,040 --> 00:08:11,960 years and the Shopify plugin is very, very good. 199 00:08:12,200 --> 00:08:15,040 And there's also code, I think it's WWS or WS10. 200 00:08:15,040 --> 00:08:16,960 Again, we'll put in the description or you can click on 201 00:08:16,960 --> 00:08:20,160 the link on our website, wwspodcast.com, and you get, I 202 00:08:20,160 --> 00:08:21,720 think it's 10% off. There's an offer there. 203 00:08:21,840 --> 00:08:23,680 Sorry, my brain is literally like mush today. 204 00:08:23,680 --> 00:08:26,360 If it's not on the teleprompter on this iPad, I'm not going to 205 00:08:26,360 --> 00:08:28,200 read it out. So yeah, check it out. 206 00:08:28,200 --> 00:08:29,640 We definitely get a discount through US. 207 00:08:30,200 --> 00:08:32,840 We've got a few big things going on in the Google world. 208 00:08:32,840 --> 00:08:35,200 There's a very Google focused episode today. 209 00:08:35,600 --> 00:08:37,919 The first one is I mentioned this last week and a few people 210 00:08:37,919 --> 00:08:41,080 have emailed me and gone. What do you, I basically said AI 211 00:08:41,080 --> 00:08:43,360 isn't where you think it is. And loads of people emailed me 212 00:08:43,360 --> 00:08:45,560 saying I say loads. It was over 10 people. 213 00:08:45,560 --> 00:08:47,160 I got 10 emails saying what do you mean? 214 00:08:47,160 --> 00:08:48,840 It's not where it should be. Like everyone's investing like 215 00:08:48,840 --> 00:08:51,160 crazy in it. Every other news articles about 216 00:08:51,280 --> 00:08:54,200 AI, There was also news set of news articles recently and I 217 00:08:54,200 --> 00:08:57,840 don't know if you saw this, it said that AI, the economic AI 218 00:08:57,840 --> 00:09:01,080 bubble is about to burst. That actually that a lot of the 219 00:09:01,200 --> 00:09:03,400 US growth market. Again, I'm not a financial 220 00:09:03,400 --> 00:09:05,440 advisor, so I'm just telling you what I read in the articles. 221 00:09:05,800 --> 00:09:08,120 It was saying that a lot of companies values have been 222 00:09:08,120 --> 00:09:10,720 boosted because of AI and a lot of AI has been over because 223 00:09:11,040 --> 00:09:13,480 everyone's been investing in it. It's been over. 224 00:09:13,600 --> 00:09:16,320 What's the word basically over priced. 225 00:09:16,480 --> 00:09:18,800 So people are paying more than they should for those shares or 226 00:09:18,800 --> 00:09:21,120 whatever. What's to get involved in in 227 00:09:21,120 --> 00:09:24,000 those companies? But they reckon that's going to 228 00:09:24,000 --> 00:09:25,920 burst soon. There's been a whole heap of 229 00:09:25,920 --> 00:09:29,400 economists saying that like actually the value of AI from a 230 00:09:29,400 --> 00:09:31,960 sort of trading standard is going to, is going to drop soon 231 00:09:32,840 --> 00:09:35,680 or trading perspective. So AI is not what you think it 232 00:09:35,680 --> 00:09:37,640 is. We we've had literally been, I 233 00:09:37,640 --> 00:09:39,240 think I said last week, and I've definitely seen the show 234 00:09:39,240 --> 00:09:41,800 recently. We've seen companies where we're 235 00:09:41,800 --> 00:09:44,080 pitching to them and they said, where's the bit about AI? 236 00:09:44,080 --> 00:09:46,520 And we sort of said, OK, well, you know, just to, just to 237 00:09:46,520 --> 00:09:49,160 clarify in our pitch, these are all the things that will affect 238 00:09:49,240 --> 00:09:51,560 AI. It's like content link building 239 00:09:51,560 --> 00:09:55,040 sentiment and having good usability across the site, 240 00:09:55,240 --> 00:09:58,240 having sort of snippet bite size of like what is this content 241 00:09:58,240 --> 00:10:00,440 about the top and then the detailed content underneath. 242 00:10:00,680 --> 00:10:02,240 That's all the stuff that AI looks for. 243 00:10:02,600 --> 00:10:06,080 We have more than one client who's like nationwide or many 244 00:10:06,080 --> 00:10:09,200 international clients ranking incredibly well on SEO. 245 00:10:09,200 --> 00:10:12,160 And then when we look on AI and we do a series of searches, we 246 00:10:12,160 --> 00:10:13,920 use a tool to do a series of searches for us. 247 00:10:14,080 --> 00:10:16,240 We're getting nearly 100% visibility. 248 00:10:16,800 --> 00:10:19,000 That means if you ask it any question about the particular 249 00:10:19,000 --> 00:10:22,920 topic or gifts to buy someone for their birthday or whatever 250 00:10:22,920 --> 00:10:25,800 it might be, we're we're showing up nearly 100% of the time. 251 00:10:25,800 --> 00:10:27,640 And that's fantastic. And you're like, well, that 252 00:10:27,640 --> 00:10:30,120 means the SEO strategy is obviously done, isn't it? 253 00:10:30,120 --> 00:10:32,440 For AI, it's fantastic with Geo or AI strategy. 254 00:10:33,160 --> 00:10:35,280 And then you start to look at the traffic in GA 4 and go like 255 00:10:35,280 --> 00:10:36,760 where are all the sales coming from? 256 00:10:37,200 --> 00:10:39,280 And then you get into GA 4 and you're like, OK, it's like 257 00:10:39,280 --> 00:10:41,080 nought point, I'm not making these numbers up. 258 00:10:41,080 --> 00:10:44,800 Nought .1% of website traffic. If it's at 2 or 3% of your 259 00:10:44,800 --> 00:10:47,520 website traffic right now, AI, you probably don't have enough 260 00:10:47,520 --> 00:10:51,400 website traffic, which is why AI is looking like an OK sort of 261 00:10:51,400 --> 00:10:54,240 percentage trying to start. But the amount of billions 262 00:10:54,240 --> 00:10:56,840 that's being invested in it at the moment to optimize for AI, 263 00:10:57,160 --> 00:10:59,520 when actually the AI optimization is only a little 264 00:10:59,520 --> 00:11:02,080 bit, only a tiny bit different to what what we would just call 265 00:11:02,080 --> 00:11:04,200 SEO in the first place. It means people have been 266 00:11:04,200 --> 00:11:07,160 investing in the wrong SEO optimization all this time and 267 00:11:07,160 --> 00:11:10,360 people are just wasting money on that until something changes, 268 00:11:10,360 --> 00:11:11,840 which I might be saying next week, right? 269 00:11:11,840 --> 00:11:13,160 Big update, we're doing this instead. 270 00:11:13,640 --> 00:11:16,080 Nothing's changing. One thing that is changing in AI 271 00:11:16,080 --> 00:11:19,480 that I do want to talk about today though is a few weeks ago 272 00:11:19,480 --> 00:11:22,520 and it's become more present. Now there's a thing coming into 273 00:11:22,520 --> 00:11:25,640 ChatGPT for merchants. Obviously most of you guys 274 00:11:25,640 --> 00:11:28,520 tuning into this because you either are a merchant, work for 275 00:11:28,520 --> 00:11:31,520 a merchant, or when I say merchandise store or you're, 276 00:11:31,640 --> 00:11:33,200 you're aspiring to be a merchant. 277 00:11:33,200 --> 00:11:37,000 At some point soon, ChatGPT is going to have what we believe it 278 00:11:37,000 --> 00:11:39,160 looks like it's going to be the same as a Google Shopping feeds 279 00:11:39,480 --> 00:11:41,640 and someone can actually purchase products within 280 00:11:41,640 --> 00:11:44,800 ChatGPT. That is exciting. 281 00:11:45,360 --> 00:11:47,920 Watch this space. It's only been launched for a 282 00:11:48,200 --> 00:11:50,280 small beta program in the United States at the moment. 283 00:11:50,280 --> 00:11:52,400 As soon as it goes broaden that, we'll let you know. 284 00:11:52,520 --> 00:11:55,160 We do have a couple of US clients we've got onto the beta 285 00:11:55,160 --> 00:11:56,560 waiting list. So we're going to get into that 286 00:11:56,560 --> 00:11:58,680 as fast as possible. So that is going to be exciting 287 00:11:58,680 --> 00:12:00,320 and that could be a game changer. 288 00:12:00,600 --> 00:12:03,400 That I believe is a copycat from TikTok. 289 00:12:03,400 --> 00:12:05,280 And I'm going to have a sippity and then explain why. 290 00:12:07,720 --> 00:12:09,600 Oh, my throat is killing. This is bad. 291 00:12:09,880 --> 00:12:12,320 But if you come to the UK, wear a mask. 292 00:12:12,480 --> 00:12:15,080 Don't don't get unwell. I don't know where I got this 293 00:12:15,080 --> 00:12:17,560 from, but anyway. So the reason it could be TikTok 294 00:12:17,560 --> 00:12:20,720 is you can obviously purchase within TikTok and it's one of 295 00:12:20,720 --> 00:12:23,520 the few TikTok and Amazon are probably two of the few 296 00:12:23,520 --> 00:12:24,960 platforms you can actually do that. 297 00:12:25,360 --> 00:12:27,360 I'm also very interested watching some of the updates 298 00:12:27,360 --> 00:12:30,040 going on at the moment within Shopify's Shop app. 299 00:12:30,360 --> 00:12:32,840 I get more and more notifications from shop app 300 00:12:32,840 --> 00:12:35,800 telling me because I've got it installed on my phone telling me 301 00:12:36,560 --> 00:12:38,960 that are stores running an offer or there's something going on or 302 00:12:39,160 --> 00:12:41,160 have have I thought about these products or did they leave 303 00:12:41,160 --> 00:12:44,520 something behind where I was logged into shop pay or shop app 304 00:12:44,520 --> 00:12:47,280 or whatever, and then was was gone a site and didn't transact. 305 00:12:47,640 --> 00:12:49,120 So there's quite a lot going on in that space. 306 00:12:49,120 --> 00:12:50,280 So we're going to keep an eye on that as well. 307 00:12:50,280 --> 00:12:51,560 But I'm quite excited to see that. 308 00:12:51,560 --> 00:12:55,040 At what point is the shop app just going to become a Amazon, 309 00:12:55,040 --> 00:12:57,840 but for Shopify stores only? I think it's a fantastic idea 310 00:12:57,840 --> 00:12:59,560 from Shopify and it's what I thought the Shop app was always 311 00:12:59,560 --> 00:13:02,600 going to be, but we'll see some other big things. 312 00:13:02,840 --> 00:13:05,200 Google Ads. I love Google Ads updates when 313 00:13:05,200 --> 00:13:06,840 they're this big. They're both terrifying and 314 00:13:06,840 --> 00:13:10,120 exciting at the same time. Google Ads is finally getting 315 00:13:10,120 --> 00:13:12,520 another bidding strategy. They haven't changed the book 316 00:13:12,520 --> 00:13:14,040 called The Bidding Strategies for a while. 317 00:13:14,320 --> 00:13:17,160 The bidding strategies where you tell a campaign to, if you say 318 00:13:17,160 --> 00:13:19,080 maximise clicks, it's going to get you as many clicks as 319 00:13:19,080 --> 00:13:20,920 possible. If you say maximise conversions, 320 00:13:20,920 --> 00:13:22,800 it's going to get as many conversions as possible for 321 00:13:22,800 --> 00:13:24,560 whatever you've defined as a conversion. 322 00:13:24,560 --> 00:13:27,080 That could be someone filling out a sign up to the newsletter 323 00:13:27,080 --> 00:13:28,720 box, could be purchasing a product, could be getting 324 00:13:28,720 --> 00:13:31,400 directions to your office, it could be signing up to an event. 325 00:13:31,880 --> 00:13:34,400 But there's been loads of those different bidding strategies. 326 00:13:34,400 --> 00:13:37,280 We tend to use ROW as targets because it's like, I want a 327 00:13:37,280 --> 00:13:39,720 12:50 ROI. So you set the rowers at 1000%. 328 00:13:40,000 --> 00:13:42,600 So whatever, whatever dollar I give, every dollar I give to 329 00:13:42,600 --> 00:13:45,160 Google, I want $10 back, basically 1000%. 330 00:13:45,480 --> 00:13:47,560 They're getting a new one. It's called journey aware 331 00:13:47,560 --> 00:13:49,480 bidding. This is quite exciting. 332 00:13:50,240 --> 00:13:54,120 So journey aware bidding is the new target CPA bidding strategy. 333 00:13:54,400 --> 00:13:57,680 And the idea then is that you can target people based on where 334 00:13:57,680 --> 00:14:01,000 they are in their journey to try and funnel them through from, 335 00:14:01,000 --> 00:14:03,680 hey, I want to buy something or I'm just minding my own 336 00:14:03,680 --> 00:14:05,360 business. There's a nice pair of trainers 337 00:14:05,360 --> 00:14:06,840 through to, oh, maybe I should get some new trainers. 338 00:14:06,840 --> 00:14:07,920 What are the options for trainers? 339 00:14:08,120 --> 00:14:09,240 Or I'll go and buy these trainers. 340 00:14:09,480 --> 00:14:11,360 What you don't want to do is pay for the top of funnel where 341 00:14:11,360 --> 00:14:13,720 somebody goes, those are nice trainers and then not get the 342 00:14:13,720 --> 00:14:15,760 sale at the bottom. That's a very dangerous place to 343 00:14:15,760 --> 00:14:16,800 be. But also, if you're trying to 344 00:14:16,840 --> 00:14:19,080 scale your business, there's only so much revenue you can get 345 00:14:19,080 --> 00:14:21,360 at the bottom of the funnel where they're comparing this one 346 00:14:21,360 --> 00:14:24,280 versus this one versus this one. To widen that, you're going to 347 00:14:24,280 --> 00:14:25,840 need to increase your brand search. 348 00:14:25,840 --> 00:14:28,360 And to do that, you have to do lots of brand awareness and make 349 00:14:28,360 --> 00:14:30,520 it as sticky as possible as people remember the brand. 350 00:14:30,520 --> 00:14:32,800 So there's a new bidding strategy, Journey Aware bidding 351 00:14:32,800 --> 00:14:34,440 coming, which is very, very exciting. 352 00:14:34,680 --> 00:14:37,480 And my team, because we're a premium Google partner, which is 353 00:14:37,600 --> 00:14:40,080 Blair Meyer and Trumpets, but I don't know what that means 354 00:14:40,080 --> 00:14:41,800 anymore. But yeah, we Google love us and 355 00:14:41,800 --> 00:14:44,280 we spend tons and tons of clients money on Google, 356 00:14:44,280 --> 00:14:47,360 millions every year. And because of that, we're going 357 00:14:47,360 --> 00:14:49,040 to get early beta access to it as well. 358 00:14:49,040 --> 00:14:51,440 So we'll keep you posted as things develop on there. 359 00:14:51,720 --> 00:14:55,920 There is also Dun Dun Dun scary times on SEO. 360 00:14:55,960 --> 00:15:00,560 There is a core Google update rolling out currently and it's 361 00:15:00,560 --> 00:15:04,400 going to take about 3 weeks and is a regular update designed to 362 00:15:04,400 --> 00:15:07,600 better surface relevant, satisfying content for searches 363 00:15:07,920 --> 00:15:11,640 from all types of sites. How reassuring that we can all 364 00:15:11,640 --> 00:15:13,400 take a deep breath because it's just going to. 365 00:15:14,040 --> 00:15:17,240 It's just a regular update designed to better surface 366 00:15:17,240 --> 00:15:19,680 relevant, satisfying content for searches from all types and 367 00:15:19,680 --> 00:15:22,240 sites. If I had just come out of a cave 368 00:15:22,240 --> 00:15:24,640 and you just explained SEO to me, I'd read that and go, oh, 369 00:15:24,680 --> 00:15:26,480 that sounds great. Given I've been doing this for 370 00:15:26,480 --> 00:15:29,960 nearly eighteen years or possibly longer now, that's 371 00:15:30,240 --> 00:15:32,240 quite scary. So we'll keep you posted as soon 372 00:15:32,240 --> 00:15:34,280 as we know what the actual update is. 373 00:15:34,440 --> 00:15:37,000 When more information comes out. What tends to happen is they 374 00:15:37,000 --> 00:15:40,280 roll these updates out in little waves and we watch the news to 375 00:15:40,280 --> 00:15:42,840 see like who are some of the big sites that have moved up, moved 376 00:15:42,840 --> 00:15:46,160 down, Especially as it mentions content in here as well. 377 00:15:47,240 --> 00:15:50,000 Surface relevant, satisfying content for searches from all 378 00:15:50,000 --> 00:15:55,760 types of sites. Quick sip of tea because of 379 00:15:55,760 --> 00:15:57,880 that, we're going to keep an eye on this because there will be 380 00:15:57,880 --> 00:16:00,600 something in the small print that says actually if your 381 00:16:00,600 --> 00:16:02,920 content is better to be surfaced by AI, then Google's going to 382 00:16:02,920 --> 00:16:04,240 surface it more or something like that. 383 00:16:04,480 --> 00:16:07,440 We don't know and Google's very, very coy on these things. 384 00:16:07,800 --> 00:16:10,280 The thing we can always come back to is EATTI think it is 385 00:16:10,280 --> 00:16:12,840 you're basically on the most authentic edible content that 386 00:16:12,840 --> 00:16:15,840 people want to actually come and consume and read about. 387 00:16:15,840 --> 00:16:18,880 So if you're having a say on a particular topic, have a good 388 00:16:18,880 --> 00:16:21,720 detailed say and do something unique, they can't learn from 389 00:16:21,720 --> 00:16:23,760 anywhere else. One of the most tactical things 390 00:16:23,760 --> 00:16:26,720 I've seen brands do over the years where they stuck for what 391 00:16:26,720 --> 00:16:29,640 else can we write about our slippers that we manufacture 392 00:16:29,640 --> 00:16:32,920 here do a top ten. What are the top 10 pairs of 393 00:16:32,920 --> 00:16:33,840 slippers you could buy right now? 394 00:16:33,840 --> 00:16:35,400 And guess who's number one? It's going to be you guys. 395 00:16:36,000 --> 00:16:38,160 And that's an easy way to produce content by grabbing some 396 00:16:38,160 --> 00:16:40,800 of the best content from around the the web and sticking that 397 00:16:40,800 --> 00:16:45,480 content into a, into a 123, you know, 12345 type top five guide, 398 00:16:45,480 --> 00:16:49,480 top 10 guide, etcetera. All right, it's time for Quivia 399 00:16:49,480 --> 00:16:52,160 and then I'm going to love you guys and leave you guys and go 400 00:16:52,160 --> 00:16:56,120 and continue my recovery. So we've got 2 Quivias this week 401 00:16:56,120 --> 00:16:57,840 because it's nearly Christmas, we thought we'd treat you guys 402 00:16:57,840 --> 00:16:59,880 and I'm doing an episode next week and I will wear my special 403 00:16:59,880 --> 00:17:02,080 Christmas outfit and you can want to guess what it is, but 404 00:17:02,080 --> 00:17:04,920 I'm it looks very itchy. But yeah, we'll try next week. 405 00:17:05,280 --> 00:17:12,160 So the first Quivia, how much did the volume to how many 406 00:17:12,160 --> 00:17:14,960 people were typing in Black Friday into Google? 407 00:17:14,960 --> 00:17:17,480 The keyword Black Friday into Google, how much did the volume 408 00:17:17,480 --> 00:17:20,319 of people searching for this? Also in search volume, how much 409 00:17:20,319 --> 00:17:22,160 did the amount of people searching Black Friday and 410 00:17:22,160 --> 00:17:27,520 Google increase or decrease this November compared to 2024? 411 00:17:28,200 --> 00:17:31,080 Shout out wherever you are. And someone said they shouted 412 00:17:31,080 --> 00:17:33,000 out in their gym the other day and a lady fell off the running 413 00:17:33,000 --> 00:17:34,320 machine. So please be careful. 414 00:17:34,720 --> 00:17:35,960 And they weren't trying to sue me. 415 00:17:35,960 --> 00:17:39,360 They just said, yeah, maybe, maybe be careful when you say 416 00:17:39,360 --> 00:17:40,320 that. And I thought, what's the world 417 00:17:40,320 --> 00:17:41,640 come to you? I have to warn someone not to 418 00:17:41,640 --> 00:17:43,920 scream at a woman in the gym on a treadmill. 419 00:17:43,920 --> 00:17:46,240 But anyway, so yeah. Did the search volume go up or 420 00:17:46,240 --> 00:17:47,560 down? And if up, how much? 421 00:17:47,560 --> 00:17:54,640 If down, how much? So last year it was 1.83 million 422 00:17:54,720 --> 00:17:57,880 times someone's search. Just that exact query, just the 423 00:17:57,880 --> 00:18:02,200 words Black Friday search, nothing else. 1.83 million last 424 00:18:02,200 --> 00:18:06,440 year and this year it was 1.5 million. 425 00:18:06,520 --> 00:18:09,040 It's gone down. Which begs the question, which 426 00:18:09,040 --> 00:18:11,960 we don't really know, but it does beg the question, are 427 00:18:11,960 --> 00:18:13,680 people shopping from other platforms? 428 00:18:15,040 --> 00:18:18,080 Maybe people are using AIA bit more and maybe people aren't 429 00:18:18,080 --> 00:18:20,160 searching Black Friday into Google, but they're typing in 430 00:18:20,160 --> 00:18:21,720 the product they want to buy into Google. 431 00:18:21,920 --> 00:18:24,240 We know from looking at all the all the traffic volumes and 432 00:18:24,240 --> 00:18:28,280 everything that overall shopping increased more in the UKUK and 433 00:18:28,400 --> 00:18:30,280 US is where we always look, Sorry, everybody else. 434 00:18:30,840 --> 00:18:33,320 UK because we're based here and we've got lots of clients here 435 00:18:33,320 --> 00:18:35,200 in US because a lot of you guys listen to the podcast. 436 00:18:35,200 --> 00:18:38,440 For USUK and US overall traffic was massively up. 437 00:18:39,000 --> 00:18:42,040 I think I, I my, my bet and I, I don't know if we're ever going 438 00:18:42,040 --> 00:18:43,600 to get enough data on this could be so granular. 439 00:18:43,800 --> 00:18:46,080 My, if I had to hedge my bets on this, I would say it's probably 440 00:18:46,080 --> 00:18:49,000 because of AI, but not because people are using AI. 441 00:18:49,000 --> 00:18:50,480 People are still using Google a lot more. 442 00:18:50,480 --> 00:18:52,240 As I said earlier, we see that in the data. 443 00:18:52,600 --> 00:18:54,400 But actually because of AI, people are probably using more 444 00:18:54,400 --> 00:18:58,120 detailed keyword searches into Google or even using Google AI 445 00:18:58,120 --> 00:19:00,000 to search, which means you wouldn't just type in bloke 446 00:19:00,000 --> 00:19:02,560 Friday search, which is actually if you're typing in Black Friday 447 00:19:02,560 --> 00:19:04,280 and click and go. What, what on earth are you 448 00:19:04,280 --> 00:19:05,520 looking for? You just, I just want some 449 00:19:05,520 --> 00:19:07,000 deals. Just show me some stuff. 450 00:19:07,960 --> 00:19:10,680 The second Quivia, before we say a lovely goodbye, is what 451 00:19:10,680 --> 00:19:14,760 percentage of holiday shoppers are using Google or YouTube to 452 00:19:14,760 --> 00:19:16,880 shop? What percentage is just just 453 00:19:16,880 --> 00:19:18,760 people online? What percentage of holiday 454 00:19:18,760 --> 00:19:20,760 shoppers are using Google or YouTube to shop? 455 00:19:24,080 --> 00:19:28,680 If you said 83%, you're wrong. If you said 85%, you're also 456 00:19:28,680 --> 00:19:30,080 wrong. It's 8484%. 457 00:19:30,320 --> 00:19:34,240 So 84% of shoppers went on Google or YouTube or both to 458 00:19:34,240 --> 00:19:37,480 shop this year. Unbelievable. 459 00:19:37,560 --> 00:19:39,160 Anyway, thank you so much for tuning in, guys. 460 00:19:39,320 --> 00:19:40,520 Thank you for all your well wishing. 461 00:19:40,600 --> 00:19:43,520 I'm sure I'll get some emails. Some of you guys are absolutely 462 00:19:43,520 --> 00:19:45,720 keyboard warriors at the moment. And yeah, we'll be back again 463 00:19:45,720 --> 00:19:47,520 with an episode, I think on Friday. 464 00:19:47,520 --> 00:19:48,840 I haven't really checked my diary for this week. 465 00:19:48,840 --> 00:19:49,760 I'm just trying to get through the day. 466 00:19:50,000 --> 00:19:51,480 But yeah, we should be back again on Friday. 467 00:19:51,480 --> 00:19:52,360 Thanks. Tuning in, if you haven't 468 00:19:52,360 --> 00:19:54,040 already, hit the subscribe button, go and subscribe to our 469 00:19:54,040 --> 00:19:55,720 newsletter as well. I've been there. 470 00:19:55,720 --> 00:19:57,480 You guys have been amazing. And thank you so much for tuning 471 00:19:57,480 --> 00:19:58,120 in. Goodbye.