Search Engine Optimization (SEO) has always been a fundamental pillar of eCommerce growth, but with the rise of artificial intelligence (AI) and algorithmic updates, it’s transforming into a more multifaceted discipline. In a recent episode of The Ecom Show podcast, Andrew Math, founder of Blue Tusker, unpacks the latest trends in eCommerce SEO and explains why the arrival of AI-powered search engines represents not just a challenge but also an incredible opportunity for eCommerce businesses to future-proof their strategies.
Below, we’ll explore the key takeaways and actionable insights from the discussion, breaking down what AI means for SEO, how it impacts content creation, and why user experience (UX) is now more crucial than ever. Whether you’re an Amazon seller, eCommerce manager, or entrepreneur looking to scale your business, this guide will equip you with the knowledge to thrive in this evolving landscape.
The Evolution of SEO: Why It’s More Important Than Ever
Let’s address the elephant in the room: SEO is not dead. In fact, SEO has become even more important as search engines and AI-powered platforms continue to evolve. As Andrew Math explains, Google and other platforms like large language models (LLMs) are increasingly prioritizing user experience as the cornerstone of rankings.
Gone are the days of shady "black hat" techniques and keyword stuffing. Over the past decade, search engines have progressively refined their algorithms to reward quality, relevance, and functionality. Today, it’s not just about driving traffic to your website but ensuring visitors stay, engage, and leave satisfied.
Why AI is Changing the SEO Game
The integration of AI into search engines – such as Google’s AI-powered search summaries and tools like ChatGPT – requires a shift in how businesses approach SEO. AI models pull information directly from indexed data, streamlining answers for users. Consequently, traditional click-through rates (CTR) have dropped as users find answers directly within search results.
However, AI-driven search also opens the door to a new set of opportunities:
- Content quality matters more than ever: AI platforms rely on detailed, well-structured, and factual content to provide accurate answers.
- Backlinking remains critical: Links from authoritative websites still influence rankings, even in AI environments.
- Experience-first SEO: Platforms value websites that provide clear, functional, and enjoyable user experiences – an evolution Math dubs "website asset development."
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Three Pillars of Modern SEO for E-commerce
To keep pace with these changes, businesses must focus on three core aspects of SEO:
1. Content Creation: A Shift Toward Value and Relevance
Traditional blog posts like "how-to" guides or keyword-heavy content are losing their edge. Why? AI summarily handles simple, direct queries, leaving little incentive for users to click through to your site.
Instead, Andrew recommends focusing on click-worthy content that provides deeper insights or unique value:
- Listicles: "Top 10 products for dads" or "Best holiday gift ideas" still attract clicks, as they encourage users to explore further.
- Storytelling and visual content: Articles that integrate videos, images, and infographics create more engaging experiences.
- Journalistic and thought leadership pieces: These position your brand as an authority while offering valuable, in-depth perspectives.
The bottom line? AI favors content that’s well-structured, thoughtful, and enticing enough to make users want to learn more.
2. Technical SEO: The Foundation of Visibility
Before content even has a chance to rank, your website must meet the technical standards required by search engines and AI. These include:
- Indexing and schema optimization: Ensure your site’s pages are properly indexed and tagged with schema markup for products, services, or reviews. This makes it easier for AI models to interpret your data.
- Fix broken links: Seamless navigation keeps users on your site and prevents penalties.
- Optimize for speed: A slow website can deter users (and algorithms). Use tools like Google PageSpeed Insights to fine-tune performance.
3. User Experience (UX): A Non-Negotiable for SEO Success
Modern SEO is inseparable from UX design. Search engines like Google now measure how users interact with your site as a signal of its quality. Metrics such as time on page, bounce rate, and CTR all influence your organic ranking.
Andrew emphasizes tools like heatmaps (e.g., Microsoft Clarity or Hotjar) to monitor user behavior. These tools allow you to identify friction points and optimize your site layout, navigation, and calls-to-action accordingly.
Key UX improvements to focus on include:
- Mobile-first design: With most traffic coming from mobile devices, responsive design isn’t optional – it’s essential.
- Clear navigation: Ensure visitors can easily find what they’re looking for, reducing frustration and drop-off rates.
- A/B testing: Experiment with layouts, images, and CTAs to find what resonates best with your audience.
The Overlap Between On-Amazon and Off-Amazon SEO
Amazon sellers, take note: off-Amazon SEO activities can directly influence your product rankings on the marketplace. Every Amazon product page is indexed by Google, meaning that boosting your visibility on search engines translates to more traffic and sales on Amazon.
For example, a product with a high number of backlinks or external traffic sources (e.g., from blog articles or social media) can perform better in Amazon’s algorithm. By incorporating SEO into your broader eCommerce strategy, you can enhance both your website and marketplace performance simultaneously.
Why Investing in SEO is Building an Asset
Unlike paid advertising, which can vanish the moment you stop funding it, SEO builds a long-term asset for your business. Content, backlinks, and a functional website create value that persists even if cash flow becomes a challenge.
According to Math, SEO is a "set-it-and-maintain-it" process that, while slow to show results, pays dividends over time. By creating a strong organic foundation, you reduce reliance on paid media and maintain visibility even during lean periods.
Key Takeaways
To future-proof your eCommerce SEO in the age of AI, here are the most important insights from the discussion:
- Content must add value: AI-driven search results prioritize unique, detailed, and engaging content. Avoid low-effort "how-to" articles in favor of listicles, storytelling, and thought leadership.
- UX is inseparable from SEO: Optimize your website for user experience with heatmaps, mobile-first design, and clear navigation.
- Technical optimization is non-negotiable: Ensure proper indexing, fix broken links, and speed up your site’s loading time.
- Backlinks remain crucial: Links from authoritative sources validate your site’s content and improve rankings.
- Amazon sellers benefit from holistic SEO: Off-Amazon SEO efforts can directly impact your product rankings and sales on the marketplace.
- SEO builds a lasting asset: Unlike paid advertising, organic search strategies provide long-term stability and scalability.
Final Thoughts
SEO for eCommerce is no longer just about keywords or backlinks – it’s about building an asset that delivers real value to users. In the AI-driven search landscape, businesses must embrace a holistic, UX-focused approach that integrates content, technical expertise, and experience optimization.
By taking these steps, eCommerce professionals can future-proof their strategies, ensuring their websites remain relevant and competitive in an ever-changing digital world. The key is simple: think beyond rankings. Focus on creating meaningful, engaging, and user-friendly experiences – and watch your SEO efforts transform not just your traffic numbers but your entire business.
Source: "E-Commerce SEO vs. AI Search: Real Strategies for Ranking & Revenue Growth | EP. 213" – BlueTuskr, YouTube, Dec 10, 2025 – https://www.youtube.com/watch?v=0JfG-9GleA8