```html E-commerce SEO Strategies Evolve in the Age of AI: Expert Insights

The rise of artificial intelligence (AI) and chat-based search is fundamentally reshaping search engine optimization (SEO) strategies for e-commerce businesses. While Google remains the dominant search engine, AI-driven platforms like ChatGPT are increasingly influencing consumer behavior and online product discovery, demanding a shift in how businesses approach online visibility.

The Current SEO Landscape: Google Still Reigns

Despite the growing influence of AI, traditional SEO focused on Google search remains crucial for e-commerce businesses. Jeff Oxford, SEO expert and founder of 180marketing.com, emphasizes that Google's market share remains largely unaffected by AI, with organic search still driving the majority of traffic for most e-commerce sites. "Google search, the 10 blue links on page one, this is still where it's at," Oxford stated in a recent interview. "Organic search is still the number one driver by a lot."

The Impact of AI: A Two-Sided Coin

However, the landscape is evolving rapidly. AI-powered search interfaces are changing how users find information, particularly for informational queries. Articles and blog posts designed to answer general questions are increasingly being bypassed as AI overviews provide direct answers within the search results, potentially impacting traffic to publisher sites.

Informational vs. Transactional Queries

The impact of AI varies depending on the type of search query. Informational queries, such as "how to start a dropshipping site," are now more likely to be answered directly by AI, reducing traffic to traditional blog posts. Transactional queries, such as "buy linen handkerchiefs," which indicate a purchase intent, are less likely to trigger AI overviews, making them a more valuable target for e-commerce SEO.

Strategic Content Creation: Adapting to the AI Era

E-commerce businesses need to strategically adapt their content creation efforts to align with the evolving search landscape. Instead of focusing on broad informational topics, businesses should prioritize content that targets users in the research and purchase stages of the customer journey. This includes creating content that compares products, offers detailed buying guides, and addresses specific customer needs.

Targeting Specific Needs and Search Intent

Oxford suggests focusing on specific search terms to improve visibility in AI-driven searches. For example, instead of simply creating content around "best protein powder," consider targeting more specific queries like "best protein powder for beginners," or "best protein powder for men over 50." This targeted approach can increase the likelihood of your content being cited by AI platforms and influencing product recommendations.

The Rise of AI Product Carousels

AI platforms like ChatGPT are increasingly incorporating product carousels, which directly display product images and links to purchase them. To capitalize on this trend, businesses should focus on creating high-quality product reviews and buyer's guides that can be cited as sources by AI platforms. This content should be optimized not only for traditional search engines but also for large language models (LLMs) to improve the chances of product recommendations within AI-driven searches.

Is Blogging Still Worth It for E-commerce?

The value of blogging for e-commerce businesses is now more nuanced than ever. While consistently publishing fresh content was once considered a best practice, Oxford cautions that generic blog posts focused on top-of-funnel topics may no longer provide a positive return on investment. Instead, businesses should prioritize optimizing product pages and category pages, and creating targeted content that addresses specific customer needs and purchase intent.

An Analytical Perspective

According to Sarah Miller, a digital marketing analyst at TechTrends Consulting, "E-commerce businesses need to view AI not as a threat, but as an opportunity to connect with customers in new and engaging ways. By focusing on creating high-quality, targeted content, and optimizing product listings for AI-driven search, businesses can increase their visibility and drive sales in the evolving digital landscape."

The Future of E-commerce SEO

While traditional SEO remains relevant, the future of e-commerce SEO will be shaped by AI. Businesses that adapt their strategies to align with the evolving search landscape, focusing on targeted content creation, product optimization, and engagement with AI platforms, will be best positioned to succeed in the years to come. While the referral traffic and revenue from AI platforms may not be substantial yet, investing in these strategies now could provide a significant competitive advantage in the future. ```