Fiona Brown

Trying to rank for “men’s t-shirts”? Good luck competing with ASOS.com and Next. One of the biggest mistakes smaller or niche eCommerce brands make is chasing huge head terms they can never realistically own. Google knows where people want choice, and it rewards the sites that give it. If you’re a smaller, higher-quality brand, you’re not going to win “men’s t-shirts” against marketplaces with thousands of SKUs. So what should you do instead? ➡️ Find the intersections of what you sell and what your customers actually search for. Think “100% organic cotton t-shirt” or “long-line organic tee” instead of the generic head term. ➡️ Build category and subcategory pages that match those intent signals. ➡️ Use PDP content to show why your collection is different: fit, fabric, provenance. Stop chasing volume for volume’s sake. Focus on intent, relevance and the customers who actually want what you sell. Want help mapping intent to the pages you should actually be building? DM me.

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In what was originally supposed to be a short video (25 minutes later), this covers thoughts and priority areas for ecommerce SEO in 2026. Including: - Thoughts on content types and how to prioritise effectively - On-site navigation, using internal search data & internal link strategy - Passive link acquisition, digital PR and real blogger outreach - AI considerations such as top LLM referral sources and content structures And a load more. Link is in the comments!

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Great to be featured today on the Ahrefs blog in their latest post "SEO for Financial Services: How to Build Trust and Rank Higher in 2025." SEO in the finanical services industry is slightly different to many others with it sitting under the YMYL category. Google relies more heavily on wider trust signals to determine the credibility of a brand in the financial services industry; things such as reviews, brand mentions, and brand searches have more weight assigned to them. After some recent case studies of success for clients in the financial services industry, I've contributed some tips & advice along with others on how to succeed with SEO. [link in comments] If you're a finance brand looking to gain an SEO advantage in 2025, this is a must read and if you have any questions on anything, feel free to drop me a message. #finance #seo #seoconsultant #RobMaySEO ------------------------ Hi, I'm Rob - A freelance SEO consultant with over 14 years experience. By constructing SEO strategies that put results and ROI at the heart of everything I do, my track record of delivering growth for clients speaks for itself. Get found online by your target customers and improve your SEO performance today.

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👀 A few things we went through in last week’s Google Ads Level Up live session – and worth knowing if you’re managing PPC campaigns right now: 🎯 A new 'Super Seasonality Adjustments'-type feature should be coming soon… Details are under wraps for now 🤫 – but it’s one to watch as we head into that time of year. (I reckon we’ve got about one more week before the “have you started planning for peak season yet?” deluge begins…) 🎧 New podcast from Ginny Marvin: Google Ads Decoded Great to see this. The first episode covers some very current topics – including AI Max and the new PMax channel reports. 🔍 Broad vs Exact A recent study from Boris Beceric ✅ puts the two match types side by side and gives a useful look at how they're each performing now. The results support the approach we take in Level Up: for all the arguments about broad’s additional signals and smarter matching, it’s still a quality-vs-quantity question at its root – and exact match remains the backbone for control. 📊 https://lnkd.in/eWTqt4_H 🛠️ Enhanced Conversions – setup walkthrough If you’ve been meaning to check your Enhanced Conversions setup (or finally get it in place), this walkthrough – posted by Adriaan Dekker – is the clearest I’ve seen. 📄 https://lnkd.in/eTBgAf7T 🍌 Nano Banana – Google’s new AI image editor A slick new tool for manipulating images with natural language prompts. Not groundbreaking given some of the other AI tools now at our disposal – but if we weren’t so spoiled by the pace of change, it would be pretty crazy to be given get this kind of image editing power with zero training. 🔗 https://lnkd.in/e8gp2VJN I share updates like this weekly inside the membership – along with live sessions, training modules, and more... 👉 https://lnkd.in/ewQUZBmg

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The fundamental optimisations required to actually appear in Generative AI Platforms for relevant queries remain very similar to traditional SEO tactics (if you were already doing SEO correctly). However, whilst the tactics remain pretty much the same, these platforms and products have changed the search landscape in one major way. When it comes to informational intent queries – users are less likely to visit your website from a Generative AI Platform like ChatGPT or one of Google’s LLM driven AI features like AI Overviews. Essentially, the growth of these platforms and features is leading to an increase in “zero click searches” i.e. searches for which users never click through to a website. When it comes to Google’s own AI features, in the year after the introduction of AI Overviews, the number of impressions on Google increased 49% but the click-through rate fell 30% (according to a BrightEdge study) . In another Ahrefs analysis across 300,000 searches, top organic results lost 34.5% of their clicks when an AI answer was present. I have run multiple reviews of websites that have seen a drop in CTR since the introduction of AI Overviews, and have observed that AI Overviews are mainly reducing click-through rates for a certain subset of informational-intent queries that I call “immediate response” intent content. In other words, situations where users ask Google a specific, typically low-stakes, question for which they just want a quick answer. The hallmark of “immediate response” intent queries is that the users don’t really care that much about the source of the content and they have no intention of reading a comprehensive guide etc. As for standalone Generative AI platforms, whilst things were looking quite positive in terms of click through to websites, we’ve seen a significant reversal in this trend recently with one study showing that ChatGPT referral traffic dropped by 52% in August 2025 vs July 2025. This teaches us a valuable lesson – these platforms are constantly evolving and we cannot take for granted that any trends will persist in the long term. In fact SEO expert, Malte Landwehr, recently shared data that suggests that zero click searches are even more prevalent on ChatGPT and other AI platforms / features than on Google search. So whilst the tactics are familiar, the age of AI answers does require a fundamental shift when it comes to SEO at a strategic level. I'll discuss that in more detail in my next post. #geo #zeroclicksearch #seo

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You know that wonderful feeling when you come back from holiday and find that Google have dropped a big change while you've been away? This time for me it was Google removing the num=100 functionality from search URLs. Aside from the obvious price increases that agencies, in-house teams and tool providers are going to face, it also means that SEOs are going to have to adapt to having less data to work with (unless you want to pay a lot more). But, the good news is that there's still a hell of a lot of actionable insights you can get from just the top 10 results. My suggestion is to save your rank tracking for the top 100 results to once a week/fortnight/month and keep your daily rank tracking to just the top 10 results (unless your rank tracker has found a way to absorb the costs for you!). The reality is that we love having as much data as possible, but we don't need to see the top 100 rankings every day. So it might seem like a huge change but I'm hoping it'll be more of a minor adjustment than anything else. I'm also late to the party with this one so keen to hear what anyone else thinks! #seo #google

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From speaking to a number of senior stakeholders across a few businesses recently, I've discovered that the public perception of what "Technical SEO" is sometimes differs somewhat from my own - I've seen a few posts on here saying that Technical SEO is just pagespeed and CWV! Still, it made me think about how I'd define it, and I think for me technical SEO is about improving the Crawlability and Indexability (as in, making it possible for a page to be indexed) of a site, whereas "Content" SEO is about taking those foundations and making the pages more likely to be indexed and more likely to outrank competitors. Yes, there's some overlap there and both teams can always help each other out, but I'm absolutely sick of seeing people say technical SEO doesn't matter then listing five or six technical SEO fundamentals that should just be taken as given. Am I totally off piste here?

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𝟯-𝗠𝗶𝗻𝘂𝘁𝗲 𝗦𝗘𝗢 𝗥𝗲𝗽𝗼𝗿𝘁 𝗖𝗮𝗿𝗱 #𝟯𝟯: Is your retail blog a content graveyard? 💀 Many businesses start blogs only to see them ignored, becoming static pages that nobody reads because they're solely focused on selling products. But a thriving blog can be a powerful asset for retail, as demonstrated by leading UK department store, John Lewis! Their "The Edit" blog isn't just active; it's a strategic powerhouse that helps them achieve significant visibility. Here's how a well-executed blog, like John Lewis's, can transform your retail business: • 𝗕𝘂𝗶𝗹𝗱 𝗧𝗼𝗽𝗶𝗰𝗮𝗹 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆: A blog allows you to expand your expertise and 'grow your orbit' around your specific niches (e.g., beauty, home & garden). By adding content related to what you sell, you establish your brand as an expert. • 𝗕𝗼𝗼𝘀𝘁 𝗦𝗲𝗮𝗿𝗰𝗵 𝗘𝗻𝗴𝗶𝗻𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗮𝘁𝗶𝗼𝗻 (𝗦𝗘𝗢): As your website's authority increases through valuable content, you become a 'far more respected and known entity in Google's eyes,' leading to better search rankings. • 𝗜𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗟𝗼𝘆𝗮𝗹𝘁𝘆: By investing in a blog with well-researched, relevant topics, you create valuable content that can be leveraged for engaging email marketing & social campaigns, fostering deeper customer connections and loyalty. John Lewis has clearly invested in their blog, consistently pitching relevant topics and integrating internal links to their products within articles, proving that a retail blog can be a very strong performer. Don't let your blog sit dormant! Re-evaluate your content strategy to build authority, drive SEO, and cultivate loyalty. #seoaudit #seotips #contentstrategy #blog #digitalmarketing #JohnLewis -------------------------------------------------- The "𝟯-𝗠𝗶𝗻𝘂𝘁𝗲 𝗦𝗘𝗢 𝗥𝗲𝗽𝗼𝗿𝘁 𝗖𝗮𝗿𝗱" is your 𝗧𝘂𝗲𝘀𝗱𝗮𝘆 𝗺𝗼𝗿𝗻𝗶𝗻𝗴 (𝟭𝟬 𝗔𝗠, 𝗨𝗞 𝘁𝗶𝗺𝗲) dose of actionable 𝗦𝗘𝗢 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗼𝗻 𝗩𝗶𝗱𝗲𝗼 to boost Google rankings, attract relevant traffic, and create a better user experience. - Hi, my name is Medha Dixit 👋🏽 - I'm the Founder of Digital Chakra and an SEO Growth Consultant, helping SME businesses 𝗚𝗼 𝗙𝗿𝗼𝗺 𝗣𝗮𝗴𝗲 𝗡𝗼𝗻𝗲 𝗧𝗼 𝗣𝗮𝗴𝗲 𝗢𝗻𝗲® on Google, for relevant niche keywords - Engage, Follow or say "Hello" if my content resonates with you. Cheers 👍🏽

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I've seen quite a lot of discourse on here the past few days essentially saying the only good SEOs are those who put hours and hours into SEO outside of their 9-5... I've worked with a lot of truly great SEOs over the years and have built and managed teams with a huge spectrum of different characters and personality types, so I feel like I'm kind of qualified to say, I think that's nonsense. The key to a great SEO isn't how hard they hustle in their down time or how obsessed with search they are. It might be helpful, it might be exactly the type of person you want to work with, but it's not a pre-requisite to success. In some cases I'd actually argue a full and rich non-online life outside of SEO is far more useful for putting yourself in the minds of the equally varied humans you're trying to attract to your clients' sites. So whether you run 15 affiliate sites and spend your weekend evenings reading the Google Quality Guidelines before bed, or you genuinely don't think about SEO from the minute you leave the office, as long as you're getting results for your clients and remembering how to be human, I think you're good. Signed, a pretty great SEO who built herself a website only because she felt she had to to launch a freelance business and hasn't updated it in 365 days because she's been too busy optimising her clients' sites instead xoxo

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Scams targeting agencies and businesses are sadly still everywhere. This week I came across the most convincing one yet. A spear phishing attempt when trying to gain access to a Google Ads account. When I contacted the person being impersonated, they told me that more than 30 other agencies had already reached out to warn them. Even with all the safeguards in place, it’s a reminder: ⚠️ Don’t click on suspicious links. ⚠️ Double-check sender domains, use a WhoIs lookup to confirm they match who they claim to be. I’ve listed some red flags below that can help you spot scams like this before it’s too late.

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GA4 needs a lot of fine-tuning to be usable by your marketing team. Consent sorted, tags firing properly, compliance nailed, reporting unified. It’s not a one-person job. But that’s how most companies approach it. Trying to cut corners and appoint a 'consultant' might sound great initially but it takes 5 distinct skill sets to ensure accurate set up. The result is often a setup that looks fine on paper but collapses the moment you need real answers. Fabric Analytics was built to solve that. We have a multidisciplinary team of experts, each with their own skill set to implement your setup. Our 115-point process handles the entire setup end-to-end. (Setup. Consent. Compliance. Real-time reporting.) It’s not a one-person job, but it is one clean setup. And one clear story you can take to the boardroom.

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