What Can Google’s SEO Evolution Teach Us About Amazon SEO? With Scott Walldren and Julian Galindo - Episode 371

Ecommerce Braintrust

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Director of Retail Operations, Jordan Ripley.

Today, we’re excited to welcome two of Acadia’s top experts in organic optimization for Google and Amazon. Scott Walldren, Head of SEO with over 15 years of experience, and Julian Galindo, Senior Account Manager, and Amazon organic growth expert, join us to tackle a key industry debate: does Amazon’s advertising and SEO strategy follow Google’s past playbook?

We’ll explore where the parallels hold up—and where Amazon is breaking new ground. Stay tuned for actionable insights from two leading voices in the field!

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Jordan, Scott, and Julian discuss:

• Conversion is the main goal of SEO on Amazon, emphasizing impactful keyword use over keyword stuffing.

• Google's Evolution: Transition from keyword focus to user-friendly, AI-refined content.

• Google's AI influences product titles and search result refinements.

• Amazon's Search and Product Promotion: Integration of richer content like editorial recommendations and badges on product listings that summarize customer feedback.

• AI streamlines customer journeys on Amazon, offering personalized recommendations but sometimes struggling with specifics.

• Importance of understanding consumer perspectives and conducting thorough keyword research.

• Aligning product descriptions with consumer search behavior.

• Evaluating search results to gauge consumer intent and market positioning.

• Balancing product features with search trends and refining naming conventions.

• The perpetual nature of SEO with continuous updates and adjustments.

• Regular content refresh cycles recommended for trend alignment and strategy effectiveness.

• AI's role in managing large-scale content updates and optimizing product discovery.

• Future implications of AI-driven search experiences.

• Utilizing questionnaires to gather client-specific information for accurate keyword targeting.

• Shifts in user search patterns requiring ongoing SEO strategy adjustments.

• Introduction of AI projects like "Rufus," providing personalized recommendations but facing challenges with detailed requests.

• User-generated reviews significantly impacting AI algorithms and customer trust in product discovery and purchase decisions.

• Future of E-commerce SEO: Optimizing for both AI-driven discovery and traditional search rankings.