E-commerce SEO Navigates the AI Revolution: Expert Insights on Staying Visible in the Age of ChatGPT

The rise of artificial intelligence (AI) and chat-based search interfaces like ChatGPT is reshaping the landscape of Search Engine Optimization (SEO), forcing e-commerce businesses to adapt their strategies to maintain online visibility. While traditional Google search remains dominant, AI-powered search is gaining traction, demanding a nuanced approach to content creation and keyword targeting.

The Evolving SEO Landscape: A Two-Pronged Perspective

According to Jeff Oxford, SEO expert and founder of 180Marketing.com, the current state of search can be viewed from two angles: the present reality and the future trajectory. "Right now, Google is still the 800-pound gorilla," Oxford stated in a recent interview on the "My Wife Quit Her Job" podcast with Steve Chou. "Google search, the 10 blue links on page one, is still where it's at." He notes that ChatGPT's market share in search queries is currently minimal, estimating it at only 1-2%.

However, looking ahead, Oxford emphasizes the growing influence of AI. "We're seeing some interesting things now where there's a lot more referral traffic from chat," he explains. This shift necessitates a re-evaluation of SEO tactics, particularly concerning content strategy and keyword targeting.

The Impact of AI Overviews on Informational Queries

One significant development is the rise of AI overviews in Google search results. These AI-generated summaries, designed to provide quick answers to user queries, are impacting traffic to publishers, particularly those focusing on informational content. A recent TechCrunch article reported that Google search AI features are reducing traffic to publishers by 36%. Similarly, a study by SEO tool provider Ahrefs found that pages with AI overviews experienced a 34% decrease in traffic.

"SEO is almost dead for informational queries, especially if you're a standalone blog," Oxford asserts. He explains that AI overviews are "eating a lot of those informational queries," making it harder for blogs to generate revenue through AdSense or affiliate marketing.

E-commerce SEO: A Different Ballgame (For Now)

Fortunately, e-commerce businesses are somewhat insulated from the immediate impact of AI overviews. According to Ahrefs, 99% of keywords that trigger AI overviews are informational. Transactional keywords, such as "buy linen napkins," are less likely to trigger these summaries, meaning product pages and category pages are still valuable targets for SEO efforts.

However, this doesn't mean e-commerce businesses can afford to ignore the AI revolution. As Steve Chou, host of the "My Wife Quit Her Job" podcast, points out, it's crucial to consider the customer journey and tailor content accordingly. Content aimed at the "awareness" stage (e.g., "what is a linen napkin?") may no longer be worth the effort due to AI overviews. However, content targeting the "research" phase (e.g., "linen vs. cotton napkins for dinner parties") can still be valuable if it helps customers make informed purchasing decisions.

Leveraging AI for Product Visibility

While AI overviews may pose a challenge for informational content, AI-powered search interfaces like ChatGPT offer new opportunities for product visibility. Oxford highlights the importance of creating content that can influence ChatGPT's product recommendations. He notes that ChatGPT often cites sources and pulls in product reviews when generating product carousels.

For example, if a company selling indoor fireplaces publishes an article on the "top five indoor fireplaces," ChatGPT may cite that article as a source when recommending products to users. This suggests that e-commerce businesses should focus on creating high-quality product roundups and buyer's guides to increase their chances of being featured in AI-generated recommendations.

The Future of E-commerce Content Strategy

Oxford emphasizes the importance of creating specific content tailored to the way people use ChatGPT. Instead of generic content like "best protein powder," businesses should focus on more targeted content, such as "best protein powder for beginner male age 37." This level of specificity increases the likelihood of being cited by ChatGPT.

While the referral traffic and revenue from ChatGPT may not be significant enough to justify a complete content overhaul right now, Oxford advises businesses to consider it as a long-term investment. "I bet a year from now, it's probably going to be one of those things where you're glad that you did it," he says.

The Bottom Line: Focus on Product and Category Pages

Despite the evolving SEO landscape, Oxford believes that blogging is often not a worthwhile investment for e-commerce businesses. "I'd say 80% of the time, blogging is not worth it," he states. Instead, he recommends focusing on optimizing product pages and category pages, as these are the primary drivers of revenue for most online stores. As the AI landscape continues to evolve, constant monitoring and adaptation will be key to maintaining a strong online presence.