149. What e-commerce brands need to know about SEO right now - with Flick from Hotel SEO

SEO can feel overwhelming at the best of times. Add AI into the mix, and a lot of online store owners are wondering if SEO even matters anymore.

In this week’s episode, I’m joined by Flick from Hotel SEO to break it all down in a way that actually makes sense for product-based business owners.

We talk about what SEO really is, how it’s changing with AI search, and the simple things online store owners can do to improve their visibility, attract more organic traffic, and make their product pages more helpful for both humans and search engines.

This is a really practical conversation, especially if SEO has always felt confusing, technical, or like something you keep putting in the “I’ll deal with it later” basket.

What we cover:

• What SEO actually means for e-commerce brands

• How AI search is changing the way customers find products

• Why your product pages need to answer real customer questions

• How FAQs can help Google, AI tools, and shoppers understand your products

• Why natural language matters more than corporate-style wording

• The role of blogging and helpful content in your SEO strategy

• Simple ways to improve your visibility without becoming an SEO expert

Example FAQ resource for Shopify product pages

As mentioned in the episode, Flick shared a simple example of FAQs you could add to a Shopify product page.

Example product: pink fluffy dog jumper

1. What size pink fluffy dog jumper should I get for my dog?

Measure your dog's chest at the widest point and along the back from the base of the neck to the base of the tail. A jumper should sit snug around the chest without restricting movement, and end just before the tail. If your dog is between sizes, go up rather than down. Fluffy knits have less stretch than cotton, so a tight fit will pull and pill faster.

2. Are pink fluffy dog jumpers warm enough for winter?

Yes, fluffy knit jumpers are designed for cold weather and suit most small to medium breeds through a Melbourne or Sydney winter. They work best on short-haired dogs like greyhounds, whippets, and chihuahuas, who feel the cold more than double-coated breeds. For sub-zero conditions or wet weather, layer a waterproof coat over the top.

3. Can I machine wash a fluffy dog jumper?

Machine wash cold on a gentle cycle, inside a mesh laundry bag, with a wool-safe detergent. Don't tumble dry. Lay flat to dry to keep the shape and stop the fluff from matting. Washing after every two or three wears is plenty unless your dog has rolled in something.

4. Will the pink dye run or fade?

No, the jumpers are colourfast and won't bleed in the wash when you follow cold wash instructions. Fading happens with hot water, direct sun drying, or harsh detergents, so avoid all three. The pink will hold its tone through dozens of washes with normal care.

5. Do fluffy jumpers irritate dogs with sensitive skin?

The inner lining is smooth against the skin, so dogs with allergies or sensitive coats generally tolerate them well. If your dog has a known wool allergy, check the fibre composition before buying. Most fluffy jumpers use a polyester or acrylic blend rather than wool, which suits sensitive dogs better.

The key takeaway here is that the questions are phrased the way someone would actually type or ask them, rather than using stiff wording like “What are the sizing recommendations?”

Each answer also gives a clear direct response upfront, then adds detail. That makes it much easier for shoppers, Google, and AI search tools to understand and use the information.

Here are the resources and tools we mentioned:
Heat mapping: clarity.microsoft.com 
Semrush free trial: semrush.com
Schema markup helper: google.com/webmasters
Google Search Console: search.google.com/search-console
Google Analytics: developers.google.com/analytics

Connect with Flick from Hotel SEO

Website: hotelseo.au
Email: hello@hotelseo.au
Instagram: @hotelseohi

If you’ve ever wondered whether SEO is still worth focusing on in 2026, this episode is a great place to start.

Listen to the full episode here: jodieminto.com/podcast