```html E-commerce SEO Strategies Evolve in the Age of AI: What Online Retailers Need to Know

As artificial intelligence (AI) reshapes the digital landscape, e-commerce businesses must adapt their search engine optimization (SEO) strategies to remain competitive. A recent discussion on the "My Wife Quit Her Job" podcast, featuring SEO expert Jeff Oxford, highlighted the evolving role of AI in search and its impact on online retailers. While traditional SEO practices still hold value, understanding the nuances of AI-driven search is crucial for future success.

The Current State of Search: Google Still Reigns, But AI is Rising

Despite the emergence of AI-powered search tools like ChatGPT, Google remains the dominant force in search. Oxford noted that Google's market share has experienced minimal disruption, with ChatGPT accounting for only a small percentage of search queries. For now, organic search through Google continues to be the primary driver of traffic for most e-commerce sites.

However, the landscape is shifting. Oxford emphasized that referral traffic from AI platforms is steadily increasing, and the long-term impact of AI on search is undeniable. E-commerce businesses must prepare for a future where AI plays a more significant role in how customers discover and purchase products.

The Impact of AI Overviews on Content Marketing

One of the most significant changes in the AI era is the rise of AI overviews, which provide users with concise summaries of information directly within the search results. This has had a particularly detrimental impact on publishers and bloggers who rely on informational content to drive traffic. According to Oxford, AI overviews are "eating a lot of those informational queries," leading to a decline in traffic for websites that provide general information.

A study referenced on the podcast indicated that the presence of AI overviews can reduce traffic to a page by as much as 36%. This trend has led some to suggest that SEO for informational queries is "dead" in the sense that the return on investment no longer justifies the effort. However, Oxford clarified that e-commerce businesses are relatively shielded from this effect, as AI overviews are less likely to appear for transactional searches (e.g., "buy linen napkins").

Navigating the Customer Journey in the AI Era

Oxford outlined a framework for understanding how AI impacts the customer journey, dividing it into three stages: awareness, research, and purchase. He argued that creating content for the top of the funnel (awareness stage) is often no longer worthwhile, as AI overviews are likely to dominate those searches. However, content that addresses the research phase (e.g., "linen vs. cotton napkins for a dinner party") can still be valuable, as these queries indicate a higher purchase intent.

One crucial aspect to consider is the potential for AI to influence product visibility. Oxford suggested that creating content specifically designed to be consumed by large language models (LLMs) like ChatGPT can indirectly drive traffic to product pages. For example, a well-written product roundup or buyer's guide that is cited by ChatGPT can increase the likelihood that those products will be recommended to users.

Expert Perspective: The Importance of Specificity and Early Adoption

According to Susan Wojcicki, former CEO of YouTube, "The ability to be really specific is a superpower." In the context of AI and e-commerce, this means creating highly targeted content that caters to niche audiences and specific needs. Oxford echoed this sentiment, emphasizing the importance of creating detailed content that addresses specific user queries. For example, instead of simply creating a "best protein powders" page, businesses should create content that targets specific demographics or use cases (e.g., "best protein powder for beginner male age 37").

While the referral traffic from AI platforms may not be significant enough to justify the investment in creating AI-optimized content, Oxford argued that it's a worthwhile bet for the future. By getting in early and building a "moat" around AI-driven search, e-commerce businesses can position themselves for long-term success.

The Bottom Line: Focus on Product and Category Page Optimization

Despite the evolving landscape, Oxford advised that the majority of e-commerce businesses should focus on optimizing their product and category pages. He estimated that blogging is not a worthwhile exercise for 80% of e-commerce sites. Instead, businesses should prioritize creating high-quality product descriptions, using relevant keywords, and ensuring that their websites are mobile-friendly. By focusing on these core SEO principles, e-commerce businesses can continue to drive traffic and sales in the age of AI. ```