Keep Optimising

Iva Jovanovic is an SEO and content strategist working across a range of industries, and for brands big and small. She also speaks at events across Europe and is involved in organising many SEO and Tech events in Serbia.

In this episode, Iva breaks down the bad SEO practices that can seriously damage your rankings, traffic, and long-term growth — and how eCommerce brands can avoid them.

Dive in:

[05:05] "SEO Mistakes to Avoid"

[08:26] "Black Hat SEO: Link Farming"

[12:22] "Cloaking and Keyword Stuffing"

[16:30] Avoid Duplicate or Plagiarized Content

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We're getting ready for the release of Episode 300!

Here's Chloe to let you know how to get involved.

Submit your top tip for growing an eCommerce store with awesome marketing here: https://keepopt.com/300

Abhishek Chandra is the Chief Revenue Officer at GoKwik. Founded in 2020 their focus is on helping eCommerce brands unlock their growth by solving crucial challenges across the eCommerce funnel, including enabling success on WhatsApp.

Drawing on GoKwik’s experience across thousands of brands, Abhishek, who has also been on the eCommerce MasterPlan podcast, breaks down practical WhatsApp strategies that improve retention, reduce support friction, and increase long-term revenue.

Dive in:

[03:31] "Transforming eCommerce with WhatsApp"

[06:33] "WhatsApp Adoption Trends: East vs West"

[12:58] "Engaging Customers Through Personalization"

[14:26] "WhatsApp's Marketing Advantage Ov...

Alice Brown is the founder and narrative strategist at Seventh Wave Stories, where she helps brands connect to their customers throughout the customer journey.

In this episode, returning guest Alice shares how she’s using WhatsApp communities to uncover powerful customer insight, build trust, and shape better marketing decisions—without turning WhatsApp into a sales channel.

Dive in:

[06:32] "Validating Recovery and Performance Messaging"

[12:15] Building Engaged Communities on WhatsApp

[15:42] "Understanding Customers' Deep Motivations"

[20:52] "Successful WhatsApp Groups Explained"

[22:14] Founders' Motivation and Team Dynamics

[27:18] Successful WhatsApp Grou...

George Kapernaros is the CEO at YOCTO a world-class CRM agency for DTC brands, including being a Klaviyo Elite Partner. Working to increase profits and sales for brands like Better Me, Healf, and Miracare, and he’s also the host of the CEO After Dark podcast AND one of the 40-strong Klaviyo Partner Advisory Council.

In his return to the podcast, George breaks down a real WhatsApp marketing case study from Black Friday, sharing the exact strategy, setup, and results. He shares what worked, what surprised him, and what eCommerce brands can learn before testing WhatsApp themselves.

Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles.

Rich is back on the podcast to explore WhatsApp marketing for eCommerce, sharing the biggest mistakes brands must avoid and how to use the channel in a way customers actually welcome.

Dive in:

[05:34] "WhatsApp Marketing Mistakes Overview"

[06:40] "WhatsApp: Broadcast vs. Conversation"

[12:38] "Address Change via WhatsApp"

[15:58] Questionable SMS to WhatsApp Strategy<...

Luca Borreani is the CMO and Co-founder of ZipChat AI, who are helping eCommerce brands embrace Agentic Commerce.

In this episode, Luca shares how eCommerce brands are using WhatsApp and AI to recover lost revenue, turn abandoned carts into conversations, and scale customer engagement without adding pressure to support teams.

Dive in:

[07:07] "Optimizing Abandoned Cart Conversations"

[08:58] "Conversational Abandoned Cart Strategy"

[13:39] WhatsApp Newsletter Strategy Insights

[15:27] Personalized Customer Engagement Strategies

[19:10] "AI Success Requires Structured Content"

[21:59] Insider Tips from Luca!

Treat WhatsApp as a...

Lisa Wendland has spent the last 15 years getting DEEP into what works in digital marketing and operations both in eCommerce and beyond. In 2021 she joined omnichannel agency Blue Wheel to both improve ROI for clients and speed up internal production, managing over $2 billion in client ad spend across Amazon, Walmart, and D2C.

In this episode, Lisa breaks down the 4 essential steps to GEO success and explains how eCommerce brands can win visibility in an AI-powered search world. If you want ChatGPT, Perplexity, and Google’s AI Overview to recommend your products in 2026, this is the episode yo...

Jaye is the CEO and Founder at Launch, a B Corp performance marketing agency powered by happiness. For the last 13 years they’ve been helping brands grow long term, by mixing smart data and creative thinking. Clients include Weird Fish and Iceland Air.

In this episode, Jaye shares why brand clarity and customer understanding now sit at the heart of effective acquisition. You’ll learn how to break out of channel-focused thinking and start building marketing that creates real demand, loyalty, and long-term growth.

Dive in:

[06:11] Brand Strategy & Business Clarity

[10:05] "Unified Bran...

Elyse Collat is a digital growth leader and eCommerce strategist with 15+ years of experience helping purpose-driven brands scale with impact. Including delivering triple-digital growth for multiple global brands like frank green, Thankyou, and STAAND.

In this episode, she reveals what’s actually working right now in Meta ads, and how brands can combine smart testing with strategic creative to unlock real, sustainable customer acquisition.

Dive in:

[05:41] "Pragmatic Growth Through Testing"

[07:28] "Effective Targeted Ad Campaigns"

[11:37] Balancing Creator Freedom and Guidance

[14:28] Creative Targeting Tips for Ads

[18:12] Creative Te...

Mel Eilers has been deep in driving sales from social media for nearly 10 years. Via her agency Socially Sound, Mel now specialises in helping clients get more from their Instagram content by embracing conversational marketing. – Yeah, we’re talking Insta DMs! 

In this episode, Mel shares how eCommerce brands can turn organic engagement into real sales using Instagram DM automation. From boosting conversions to building stronger customer relationships, she reveals the simple steps to make your social content work harder.  

💡 Update from Mel: 

Since recording this episode, ManyChat has now launched its TikTok integration...

Rick Magennis is the owner of Spark, an affiliate management agency focused on Performance PR and creating high-performing affiliate marketing campaigns for their clients.

Rick reveals how to make every PR mention count — by linking it directly to sales. From getting featured in gift guides to scaling affiliate-driven campaigns, this episode is packed with ideas you can put into action right away.

Dive in:

[03:58] "Performance PR Agency Acquisition"

[07:50] Affiliate Marketing for Product Reviews

[11:50] Affiliate-Driven PR Boosts Revenue

[14:24] "Building Trust Through Numbers"

[17:34] Editorial Pitching: Surprises and St...

Marianne Morrison has been obsessed with retail growth for over a decade. Initially building, growing, and selling her own skincare brand, and now working with many retailers and brands to help them achieve their business growth goals.

In this episode, she’s breaking down how to turn TikTok from a social platform into a serious sales channel — with real-world advice on content, offers, and audience growth that every eCommerce brand can use.

Dive in:

[04:03] "Navigating TikTok for Brands"

[07:38] TikTok Growth Strategy Insights

[12:18] Effective Influencer Collaboration Tips

[14:11] Success on T...

Rachel Cryan is a Digital Strategist at award-winning digital marketing agency Anicca Digital. She’s been deep in social media for over a decade helping 100s of brands leverage it to grow their sales. Including recently scaling one client to over £1million in revenue through TikTok Shop Ads.

Rachel shares what every eCommerce marketer needs to know about TikTok’s newest ad tool, GMV Max. From how the algorithm actually works to the creative tactics driving six-figure results, this one’s packed with insights you can put into action right away.

Dive in:

[03:41] Content...

Ben Muir is the founder and CEO of Unsociable, one of the top rated TikTok Shop partners in the UK and US. Unsociable are the only partners to have won the TikTok Shop livestreaming award twice, and the video production excellence award.

Learn how brands are hitting six-figure sales on TikTok Live — and how you can too. Ben shares the insider playbook for making live shopping work for your business.

Dive in:

[05:08] TikTok Shops Demands Live Streaming

[08:54] "Showcase vs. Regular Livestreams"

[11:54] Engaging Live Shopping Experiences

[15:09] Maximizing TikTok Ta...

Beth is a social and influencer strategist with over a decade of experience leading content, social and influencer for some of the most well-known brands, including TikTok and Deliveroo. She’s the co-founder of Slice, a social media consultancy.

Discover how to grow your brand on TikTok without chasing trends. Beth shares proven organic and search-driven strategies for lasting success.

Dive in:

[06:13] Strategic Content Planning for TikTok

[08:36] TikTok's Personalized Content Strategy

[13:23] Integrating Teams for Cross-Platform Success

[16:40] TikTok Content Indexing Tips

[19:15] TikTok Trends: Fleeting Brand Impact

Leila Kimiai-Nia is a business coach at Emoceansdeep, and a former TikTok Shop seller turned trainer. She now helps her clients build their TikTok Shop sales for the long term via livestreams.

Dive in:

[05:01] TikTok Shop Success Through Consistency

[06:51] Bridging Sales and Wellness Gaps

[12:33] "Sustaining Live Streaming Success"

[14:06] Consistent Branding with Multiple Presenters

[18:01] Nervous System Regulation for Burnout

[21:33] Expanding Capacity Through Small Moments

[25:17] Pace Yourself in Content Creation

[28:02] Insider Tips from Leila!

Consistency is the Key to TikTok Growth<...

Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles.

Dive in:

[06:05] Yotpo Challenges Klaviyo in eCommerce

[08:17] Feedback and Strategy Issues Uncovered

[12:30] Black Friday Preparation Timeline

[16:14] Pre-Black Friday Preparation Urgency

[17:05] Black Friday: Capturing Customer Insights

[22:51] Email Marketing Insights with Rich

[23:35] Insider Tips from Rich!

Mystery Shop Your Own Website

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Wesley Hartley is Chief Commercial Officer at Leaf. Leaf is a technology and data science company delivering performance intelligence solutions for next-gen eCommerce brands. And they've recently launched a new conversion tracking & monitoring solution called Leaf Signal. 

Dive in:

[05:00] "From Downloads to Engagement Focus"

[08:54] Effective Facebook Ad Data Strategies

[10:00] "eCommerce Tracking: A Critical Gap"

[14:09] "First-Party Cookie Solutions Explained"

[19:08] Core eCommerce Tracking Essentials

[21:53] "Optimizing GA4 and Google Ads"

[27:09] Insider Tips from Wesley!

[34:22] To get your free website tracking & conversion audit, visit leafsignal.c...

Karolina Lapinaite is Head of Media at global marketing agency Precis. Working with big global brands from many sectors, she’s all about putting together the on and offline media campaigns that drive BIG results.

Dive in:

[06:30] Targeted Advertising Strategy Insights

[08:22] "Ad Strategy: Broad vs. Targeted"

[11:00] Campaign Strategies: Social vs. Traditional

[15:28] Strategic Media Planning for Brands

[18:54] Out-of-Home Advertising Strategy

[20:26] Flexible Creative Timing

[25:02] Evolving Ad Strategies and Analytics

[27:43] Attention Economy and Brand Focus

[29:45] Insider Tips from Karolina!

Strategy Co...

Anna Ratala is the Marketing Director at podcast advertising platform RedCircle. She’s been DEEP in the world of podcast advertising since 2020 helping all sorts of business growth their revenue from podcast advertising.

Dive in:

[04:58] Podcast Advertising Platform Launch & Closure

[08:17] Podcast Engagement vs. Social Media

[10:36] Identifying Suitable Show Categories

[15:06] Authentic Ads Boost Engagement

[18:21] Tracking Website Visits from Podcasts

[20:10] Podcast Ad Campaign Timeline

[23:00] Podcast Rotation Strategy

[26:05] Insider Tips from Anna!

Podcast Advertising Captures True Attention and Engaged Audiences

Un...

Once upon a time, Lucy Bloomfield ran her own eCommerce skincare business and achieved crazy levels of growth. And since 2018 she’s been helping other business owners to achieve huge leaps in sales without allowing the rest of the business to fall apart. She’s now pivoted into technology with the launch of her epic marketing tool “Magic Marketer”.

Dive in:

[03:12] "Insights from eCommerce Expert Lucy"

[08:19] Streamlining Work Beyond AI Concerns

[10:19] Automation Paradox: More Grind Created

[15:37] Optimizing Marketing Efficiency

[17:04] "Efficiency Boost with Magic Marketer"

[21:53] Adopt or Build...

George Meressa is the CEO and Founder at Clear Ads, an expert Amazon Advertising Agency. Founded in 2011, they’ve helped 100s of brands from around the world increase their Amazon sales.

Dive in:

[05:04] Amazon Fees Impact Sellers' Profits

[06:41] Amazon's Key Focus: Conversion Rate

[12:39] Efficient Amazon Product Research

[15:47] Optimizing Sponsored Brand Ads

[18:13] Monitor Sales and Competitor Trends

[20:41] "Optimizing Sales with DSP Advertising"

[25:29] Insider Tips from George!

The 4 Levels of Amazon Ads

George breaks Amazon ads into four simple levels.

Kathleen Kobel is an Amazon selling expert. She’s spent the last 15 years helping over a 1,000 brands to launch and grow on the platform.

Three years ago she doubled down on the Amazon Influencer opportunity – both earning over $250,000 in earnings herself, helping other influencers create better content AND helping brands recruit and manage the right affiliates for their program.

Dive in:

[04:32] Transition to Amazon Influencer Program

[09:58] Influencer Videos on Amazon Listings

[10:53] Amazon's Creator Connections Explained

[15:10] Long-term Influencer Partnerships

[17:38] Influencer-Seller Collaboration Dynamics

[21:44] Influencer Strategy and...

Farhan Huq is the co-founder at Simple Sellers, a team of ex-Amazonians who make Amazon selling simple. Han’s focus is helping their clients to build $1million+ marketplace businesses.

Dive in:

[04:47] Understanding Amazon's Unique Ad Ecosystem

[07:26] Optimizing Amazon Product Listings

[10:55] Optimizing Product Listing Strategy

[13:11] "Amazon Ads: High Conversion Advantage"

[18:08] "Second-Step: Sponsored Brands Ads"

[20:22] Insider Tips from Han!

Amazon is Pay-to-Play—But Organic Strategy Still Matters

Han explains that around 70% of Amazon’s search page real estate is dominated by paid ads, and up...

Emma Bagley is the founder of Zeal Agency, a boutique Amazon growth agency focused on conversions. Blending performance marketing and brand story-telling to help their brands scale profitably.

Dive in:

[04:36] "Amazon vs. Web Store Skills"

[06:49] Analyzing Amazon Storefront Metrics

[12:05] "Maximize Impact with A+ Content"

[15:23] Focus on Hero Products

[16:32] Behavioral Science in eCommerce

[22:45] "Mastering Amazon & Marketplaces"

[23:21] Insider Tips from Emma!

Use Customer and Competitor Reviews as Goldmines for Conversion Insights

Emma stresses the immense value hidden in...

Will Haire is co-founder of BellaVix, a boutique agency specializing in scaling retail brands on marketplaces like Amazon, Walmart, and Target. Using the right strategies for each brand they’ve generated over half a billion dollars in sales already.

Dive in:

[03:21] Journey from App Development to eCommerce

[08:39] "Prioritize Positive Customer Experience"

[10:19] Marketplace Focus: Amazon's Key Role

[15:15] Focus on Mastering One Platform

[16:16] Integrated Marketing Strategies Essential

[22:13] Navigating Amazon's Competitive Marketplace

[24:10] Optimizing Listings for Better Conversion

[27:15] Insider Tips from Will!

Dan Coleman is an eCommerce Wizard.

He’s accredited by both the Chartered Institute of Marketing AND the Institute of Data & Marketing Association! And via his consultancy Coleman Marketing he’s worked with many household names and startups over the last 20 years including Phase 8, Virgin, Hotel Chocolat, and Cath Kidston.

Dive in:

[04:04] eCommerce Journey: From F1 to SEO

[08:08] Pre-Internet Search Methods

[11:25] Rethinking SEO Strategy

[15:42] Evaluating eCommerce Ranking Effectiveness

[19:00] Domain Focus & Site Relevance

[22:12] Purposeful Blogging for Buyer Decision

[25:47] AI's Impact on Product Data...

Ian Ferguson is a Freelance SEO consultant, specialising in helping eCommerce brands to grow their revenue from organic search. He’s been improving SEO performance for over 15 years getting deep into technical SEO optimisation, on-page experience and lots of data crunching!

In this episode, he shares why cleaning up your site might be the smartest SEO move you make this year.

Dive in:

[05:41] User Experience Over Quick SEO Wins

[08:30] Guiding Principles for Google SEO

[10:16] SEO Strategies Beyond Ranking

[13:55] Streamline Outdated Website Content

[19:03] "Obsolete SEO Tactics Ex...

Getting buy-in for your SEO plans can often feel like navigating a maze, but we’re here to simplify that journey. The main takeaway from today’s discussion is that understanding the unique story and aspirations of your brand is crucial when you're trying to get approval for your SEO strategies. Whether you’re in a big enterprise or a smaller team, the tips we share can help you effectively communicate the value of your SEO initiatives.

In this episode, we speak with Owain Lloyd-Williams, an SEO expert with extensive experience working with diverse companies.

Owain...

Using TikTok data to create trending on-site content is a game changer for eCommerce brands. In this episode, Christine Corbin shows us how to use TikTok’s Creator Search Insights tool to find keyword gold—no business account needed. She shares how to spot content gaps, build timely collection pages, and drive fast SEO wins. If you want to boost traffic by aligning with trends, this one’s for you.

The intersection of TikTok trends and SEO is a hot topic. This episode gets into how brands can harness this connection to drive online traffic. Christine guides us thr...

Understanding the rapidly evolving landscape of SEO is more crucial than ever, especially with the introduction of ChatGPT's shopping functionality. In this episode, we explore how the integration of the buy button in ChatGPT creates a new product discovery channel, fundamentally changing how brands will need to approach their data and optimization strategies. Our guest, SEO expert Sam Wright, emphasizes that the structure of your product data will dictate your success in this decentralized marketplace. Whether you're on Shopify or another platform, the strategies we discuss will help you prepare for this shift and boost your eCommerce performance.

Managing a six-figure budget for Google Ads can be a game changer for your marketing strategy. In this episode with Google Ads expert Issy Johnson, we dive into effective strategies for maximizing your investment, focusing on the importance of creative, campaign diversity, and a test-and-learn mindset. We also discuss how to properly manage scaling budgets. Whether you're currently navigating a hefty budget or just curious about what it entails, we’ll share valuable insights that can help you optimise your Google Ads performance.

One of the standout themes in our conversation is the need for a more gr...

Precision tracking and reporting in Google Ads is key to effectively optimising your campaigns and driving meaningful sales. In today’s episode, we dive into how understanding different buyer personas can significantly enhance your advertising strategy. We break down the importance of providing accurate attribution data to the Google Ads platform, which allows it to optimise for high-value customers rather than just any lead. Our guest, Michael Cole, shares insights from his experience at Everflow, where they successfully implemented these strategies to see a remarkable increase in quality leads.

Precision tracking and reporting in Google Ads is cr...

If you're looking to ramp up your Google Ads game, optimising your shopping feed is a crucial step you shouldn't overlook. In this episode with Danny Ireland, we dive deep into how feeding the algorithm as much data as possible can significantly enhance your ad performance. Whether you're new to the game or a seasoned pro, this episode is packed with actionable tips that can help you refine your approach to Google Ads and ultimately drive better results for your business.

In this episode, we take a closer look at the potential of Google Ads through the...

Your customer list is your most powerful asset when it comes to Google Ads, and sharing that information with Google unlocks a wealth of opportunities for effective audience targeting. In this episode, we dive deep into the often-overlooked world of audience targeting, exploring how it can significantly enhance your advertising strategy.

We’ve got Jyll Saskin Gales, a Google Ads expert and author, sharing her insights and experience, including how your customer data can inform smart bidding algorithms and optimize your campaigns.

Audience targeting in Google Ads is a topic that often doesn't get the at...

If you're looking to up your game with Google Ads, you're in the right place. We're diving deep into the world of Performance Max, or PMAX, and sharing the five essential dos and five key don’ts for optimising your campaigns. Understanding what you aim to achieve with your campaign is crucial before you even set your bid strategy. With insights from Google Ads experts Becky Hopkin and Johnny Hyams, we'll equip you with practical tips to fill your optimisation to-do list for months to come.

Quick terminology update from Becky: "We refer to something called “Search Max”...

SMS is a very personal channel that goes directly to your phone, making it an essential part of your marketing strategy. In this episode, we dive into how to effectively integrate SMS into your email marketing plans, addressing a common challenge many businesses face: knowing they should use SMS but not knowing how to start. I chat with Naomi Davis, an expert in the field, who shares actionable insights on the types of campaigns to send and the importance of messaging that provides real value.

Integrating SMS into your email marketing strategy is essential for enhancing customer...

Building customer loyalty isn’t just a nice-to-have; it’s essential for any brand looking to thrive. We dive deep into the heart of loyalty programs in this episode, emphasizing that true engagement stems from a genuine understanding of your customers. Anna Frapwell shares her expertise on how to personalize communications and enhance customer relationships by asking the right questions.

Establishing customer loyalty in today’s competitive market hinges on one critical aspect: understanding your customers deeply. It's important to engage customers through direct communication and gather insights to inform marketing strategies. Anna highlights that without this founda...

Samantha Burmeister joins us to dive into the world of email welcome campaigns, emphasizing that the key takeaway is to gather valuable data about your audience. Understanding not just who buys, but also who doesn't, allows us to make informed marketing decisions moving forward. Samantha shares insights on how to start these campaigns right, the balance between gaining insights and making sales, and the significance of personalization in today’s marketing landscape.

The dialogue begins with a crucial insight: the primary aim of a welcome sequence should be to gather data about new subscribers, which can inform fu...