Organic search isn’t what it used to be, and most ecommerce brands are feeling it. In this episode, Greg Shuey explores why traditional SEO strategies that once fueled predictable growth are losing their effectiveness. With AI Overviews, ChatGPT, and platforms like Reddit and TikTok reshaping how consumers discover and evaluate products, simply ranking for keywords is no longer enough. Greg breaks down how visibility is shifting from search engines to a fragmented discovery ecosystem, and why brands must rethink where and how they show up.
Listeners will learn how “relevance” has become the new driver of discoverability. Greg explains that true relevance means aligning content with user intent across every stage of the buyer journey, not just stuffing keywords on a page. He shares a detailed case study of a client who shifted from pure keyword optimization to a relevance-first content strategy, resulting in a 170% lift in AI overview visibility and significant increases in People Also Ask impressions and LLM mentions. From FAQs to competitor comparisons to forum participation, Greg outlines exactly how they made it happen.
The episode wraps with a practical four-step roadmap that any brand can start using today: gather real customer questions, repurpose them into helpful content, link everything internally to build topical authority, and show up in third-party conversations with intent to educate, not sell. Whether you’re a one-person marketing team or leading a seven-figure D2C brand, this episode gives you the mindset and method to compete in a world where search is no longer the sole gateway to discovery.
Episode Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
Ahrefs: https://ahrefs.com/
Sparktoro: https://sparktoro.com/
Alsoasked: https://alsoasked.com/
https://www.stryde.com/from-rankings-to-relevance-new-seo-framework/
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Are You A Charlotte?
In 1997, actress Kristin Davis’ life was forever changed when she took on the role of Charlotte York in Sex and the City. As we watched Carrie, Samantha, Miranda and Charlotte navigate relationships in NYC, the show helped push once unacceptable conversation topics out of the shadows and altered the narrative around women and sex. We all saw ourselves in them as they searched for fulfillment in life, sex and friendships. Now, Kristin Davis wants to connect with you, the fans, and share untold stories and all the behind the scenes. Together, with Kristin and special guests, what will begin with Sex and the City will evolve into talks about themes that are still so relevant today. "Are you a Charlotte?" is much more than just rewatching this beloved show, it brings the past and the present together as we talk with heart, humor and of course some optimism.
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.