Emily Richardson is the founder of KNWN, who offer 2 products for AI, Search KNWN Analytics and Dual Web. Emily’s been deep in marketing, tech, and research since 2019 and via KNWN is now helping over 2,000 brands optimise their websites for AI search results.

In this episode, Emily breaks down exactly how eCommerce brands should be thinking about on-site and off-site optimisation for AI search visibility. From quick structural wins you can implement today to longer-term citation and PR strategies, this is a practical guide to showing up in ChatGPT, Gemini, and beyond.

Dive in:

[04:21] ChatGPT Citations vs. Google SEO

[09:00] "Effective Content Structure Tips"

[13:30] "Optimize FAQs for AI Search"

[15:37] "Optimizing Offsite AI Citations"

[19:24] Optimize Content for Reddit & Wikipedia

[20:32] Insider Tips from Emily!

AI Search Is Fundamentally Different from Traditional SEO—And You Need to Optimise for Both

One of the eye-opening takeaways is that generative engine optimization (GEO) and answer engine optimization (AEO) represent a notable evolution from classic SEO. Emily reveals that 90% of ChatGPT citations for the same queries do not overlap with Google’s top results. This happens because AI search engines crawl and prioritise web content differently, focusing less on backlinks and more on structured, clear, and mathematically-optimised content. The lesson: you need to keep doing traditional SEO but also specifically optimise for AI-driven search engines to ensure your brand is discoverable across the next wave of online discovery.

On-Site Optimisation: Structure and Unique Content Are Non-Negotiable

The episode provides actionable, practical advice for improving your site’s AI visibility—steps you can take immediately. Emily recommends:

• Starting every page with a clear summary: AI bots skim rather than read, so front-load value.
• Chunking your content into short, digestible sections and using bullet points to make parsing easier for AI.
• Including FAQs—especially long-tail, user-driven questions—since AI search queries tend to be much longer and more conversational than those in traditional search.
• Finally, create content only you can create: focus on proprietary data, real-world experience, and unique perspectives—anything that couldn’t simply be generated by an AI prompt.

Off-Site Tactics are Changing: Citations and Mentions Matter More Than Traditional Backlinks

Off-site optimisation for AI no longer revolves solely around backlinks. Emily explains that AI search engines favour brand mentions and citations over links. It’s crucial to get your brand discussed on high-authority sites, in industry listicles, community platforms like Reddit, and on Wikipedia. Also, for Google’s Gemini AI engine, having relevant YouTube content is a significant advantage. Monitoring where your brand is being cited in AI results (using tools or manual checks) will highlight new opportunities for growth. Strategic PR, industry coverage, and “as-seen-on” mentions can have an outsized impact in this new landscape.

Takeaways:

• AI search engines are changing the game! Your site needs clear structure—think summaries up top, FAQ sections at the bottom, and content the AI couldn't have written. Original insights win.
• Offsite matters more than ever. AI bots don’t care about backlinks—your brand just needs to be mentioned in blog posts, listicles, and even Reddit threads. Start boosting your visibility!
• Long-tailed queries are the new norm. With AI search, questions are longer and more specific. Use FAQs and comparison pages to answer what real people are asking and edge into AI results.
• Don’t forget your product pages! Chunk info, add product FAQs, and keep it simple. If AI can’t render your content (looking at you, JavaScript), you’ll be invisible.
• Stay ahead: Watch for ads in ChatGPT and others soon. PR and industry news coverage are key to appearing in AI search answers—the time to act is now.

Find the notes here: https://keepopt.com/295

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

[20:08] AI vs Human Content Creation

[23:25] "Prioritize Key Pages in Menus"

[25:17] "Continuous SEO Is Essential"

[27:22] Insider Tips from Iva!

Bad SEO doesn’t just slow growth — it can wipe out your traffic

Shortcuts in SEO almost always backfire. Tactics like link farming, hidden links, or keyword stuffing can trigger penalties that are hard to recover from. Some sites see traffic disappear overnight after an update. For eCommerce brands, this means lost product visibility and fewer sales. Once trust is damaged, rebuilding rankings takes time, money, and patience. Clean, honest SEO is always cheaper in the long run.

Many SEO problems happen by accident, not intent

Some of the most damaging SEO mistakes are simple oversights. Sites are often launched with “noindex” settings still turned on. Location or category pages get copied with little change, creating duplicate content. Website structures become messy as new products and pages are added. Search engines struggle to understand what matters most. Regular technical checks can prevent months of lost traffic.

SEO is not a one-time project — it’s ongoing infrastructure

SEO works more like store maintenance than a campaign. You cannot “set it and forget it” and expect results to last. Brands that stop investing often see traffic fall six to seven months later. Search engines and AI tools reward sites that keep improving. For eCommerce teams, this means continuous optimisation of content, structure, and user experience. Consistency is what protects revenue over time.

Takeaways:

• Want lasting SEO success? Iva Jovanovic says it’s never a one-time setup. SEO needs consistent attention, just like any relationship that matters for your brand’s future online.
• Linking your sites together in a sneaky way might feel clever, but Iva Jovanovic warns it can lead to long-term damage and a ranking crash. Build links that truly add value instead.
• Mistakes happen—even accidental ones like leaving your new site “noindexed.” Iva Jovanovic highlights that small tech slip-ups can quietly destroy your visibility. Double-check and stay curious!
• AI tools? Use them for inspiration, not as your voice. Iva Jovanovic reminds us quality content is always human at heart. Stand out by sharing your unique story and perspective.
• Culture in the digital world is about ongoing learning and curiosity. Iva Jovanovic encourages exploring, experimenting, and always looking to improve—both for yourself and your brand’s online presence.

Find the notes here: https://keepopt.com/294

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