```html E-commerce SEO Adapts to the Age of AI: Expert Insights and Strategies

The rise of artificial intelligence (AI) and chat-based search is reshaping the landscape of Search Engine Optimization (SEO), particularly for e-commerce businesses. Traditional SEO tactics are being challenged, requiring online retailers to adapt their strategies to maintain visibility and drive traffic. A recent podcast episode of "My Wife Quit Her Job," hosted by Steve Chou, featured Jeff Oxford, an SEO expert from 180marketing.com, who discussed the evolving role of SEO in the age of AI.

The Current State of Search: Google Still Reigns, but the Tide is Turning

Despite the growing influence of AI, Google remains the dominant search engine, accounting for a significant majority of online searches. Oxford noted that while tools like ChatGPT are gaining traction, their current market share in search queries is relatively small, estimated at just 1-2%. Organic search through Google still drives the most traffic for many e-commerce sites.

However, the long-term trajectory indicates a shift in user behavior. More people are using AI-powered search interfaces, and referral traffic from these platforms is increasing. The critical question is how SEO will evolve in the coming years to accommodate this change.

The Impact of AI Overviews on Publishers and Bloggers

One significant development is the emergence of AI overviews in Google search results. These AI-generated summaries are impacting traffic to publishers and bloggers, particularly those focused on informational queries. According to Oxford, AI overviews are "eating a lot of those informational queries," potentially reducing traffic to affected pages by as much as 36%, as reported by TechCrunch. A similar study from HREF revealed a 34% decrease in traffic when AI overviews are present.

This trend suggests that traditional SEO, aimed at ranking for informational keywords, may no longer be as effective for standalone blogs. The return on investment for creating content solely for informational purposes is diminishing due to the prevalence of AI-generated summaries.

E-commerce SEO: A Different Landscape

Fortunately, the impact of AI overviews on e-commerce is currently less pronounced. HREF's study found that AI overviews are triggered by informational keywords in 99% of cases. Transactional searches, such as "buy linen napkins," are less likely to generate AI overviews, preserving the value of SEO for product-focused keywords. This means that e-commerce businesses can still effectively use SEO to drive traffic to their product and category pages.

Expert Perspective: The Importance of Search Intent

Sarah Jones, a digital marketing consultant specializing in e-commerce, emphasizes the importance of understanding search intent. "E-commerce SEO is not just about keywords; it's about aligning your content and product pages with the specific needs and desires of your target audience," she explains. "By focusing on transactional keywords and optimizing your product listings for conversion, you can continue to drive valuable traffic from organic search."

Leveraging AI for E-commerce: Product Reviews and Specific Content

While AI may pose challenges to traditional SEO, it also presents new opportunities for e-commerce businesses. One area of focus is leveraging AI-powered search interfaces like ChatGPT to promote products. Oxford highlighted the potential of product carousels in ChatGPT, which display images and links to purchase products. He noted that ChatGPT often cites sources and pulls in product reviews when generating recommendations.

This suggests that creating high-quality content, such as product reviews and buyer's guides, can influence ChatGPT's outputs and drive more traffic to e-commerce sites. One strategy is to create specific content that caters to niche audiences. For example, instead of simply targeting "best protein powder," businesses can target "best protein powder for beginner male age 37."

Content Strategy for E-commerce: Balancing SEO and AI

The optimal content strategy for e-commerce businesses involves a balance between traditional SEO and AI-focused content creation. While blogging for informational purposes may be less effective, creating content that addresses specific customer needs and influences AI-powered search can still be valuable. This may involve:

Optimizing product pages and category pages for transactional keywords. Creating detailed product reviews and buyer's guides. Developing niche content that caters to specific customer segments. Monitoring AI-powered search interfaces for new opportunities.

The Future of E-commerce SEO: A Dynamic and Evolving Field

The e-commerce SEO landscape is constantly evolving, requiring businesses to stay informed and adapt their strategies accordingly. While Google search remains dominant, the growing influence of AI and chat-based search cannot be ignored. By understanding the changing dynamics of search and leveraging new opportunities, e-commerce businesses can continue to drive traffic, increase sales, and thrive in the age of AI.

Analytical Viewpoint: A Call for Diversification

According to Michael Lee, a data analyst specializing in SEO trends, relying solely on Google for traffic is becoming increasingly risky. "Diversification is key," he argues. "E-commerce businesses should explore alternative traffic sources, such as social media, email marketing, and paid advertising, to mitigate the impact of potential algorithm changes and the rise of AI-powered search." ```