Speaker 1G'day there, super quick intro here from me because Pat and I do a little bit of catching up once we press record on the podcast. A lot of great value in this and we've also got a special offer for those listening towards the end of the podcast. Pat and I are off to the APAC Search Awards tonight. I'm up in Sydney so looking forward to a great night. We've been shortlisted for one of the categories. It's our first time entering these sorts of things so who knows what to expect but I'm sure we'll keep you updated on the podcast. Enjoy this one. Welcome to another episode of eCommerce Australia, back by popular demand, marketable digitals, head of SEO, soon to be COO I say but anyway you got to play your cards right for that but a big welcome back to the podcast Patrick Tattal. Thank you mate. Sounded like a boxing intro to be honest. Three or four
Speaker 2time world champion.
Speaker 1Yeah that's right you should be. We're actually up for an award next week so let's see if we get that then we can actually put that onto your title. It's been a big couple of months for you mate. Do you want to let us in onto onto what's been happening in your life?
Speaker 2Yeah so my wife gave birth to our daughter in December which was obviously something that took a lot of my time during that period. Super stoked though. It's been an incredible experience just having a newborn. Definitely challenging in certain ways. Nice.
Speaker 1And I had Ryan
Speaker 2cracking out the whip telling
Speaker 1me mate why aren't you attending these meetings? Get back to work. Just because you've had a baby no excuse to not turn up to an internal meeting. Exactly right mate. Yeah I'm not buying those excuses mate. It can't be that hard surely can it? Nah it's not at all mate. I don't know how anyone operates on less than seven, eight hours good quality sleep. Yeah you get around about
Speaker 2you know three or four sometimes five. Five on a good day. So yeah certain people have different experiences you know. Our child is a little bit more fussy which means a little bit more time but apparently that means they're a little bit more intelligent at least according to what I read.
Speaker 1Good yeah well at least at least she throws to her mum's side I guess. Yeah we're obviously right for yourself and Julia and glad that every you know everything is healthy. Your baby daughter is healthy which is a main priority obviously. So it's very exciting mate. I remember when we first got you on the podcast I asked you what your favorite thing to do was or how to spend a weekend and you left your wife out completely and I know you got in trouble for that. So you've come a long way.
Speaker 2Yeah and you know my answer to that has definitely changed as well. I think particularly with the newborn I don't know if this will change in the future but all I want to really do is just spend time with my wife and my child at the moment. So yeah that's pretty much our weekends at the moment. So yeah at the moment we're just trying to get out the house trying to get back to some sort of routine and yeah that's I love it man. I love it.
Speaker 1Nice yeah well look you know if it's anything to go by a lot of my mates they can't wait to get out of the house on their own play golf. So you know I'm sure I'm sure it ebbs and flows.
Speaker 2That's what I said. That's what I said you know things might change in the future.
Speaker 1Enough about me mate. How was your break? Nah my break was good mate. Yeah a lot of golf. One of my goals this year is to get the handicap down to 15. So I've got a lesson, got plenty of golfing, good amount of training, been to the AO a couple times. So yeah feeling very grateful, very blessed for the opportunity to be able to to do that and you know. Being able to yeah have uh have the health and and the lifestyle and the opportunities to be able to do that. So very appreciative. Ready to go for another big year. By the way mate none of that sounds SEO related to be honest. I don't know exactly. Well it's all you know health is all trends. Health and SEO are very similar. Yeah yeah exactly. You can take it for granted um you know it takes time.
Speaker 2Now you're making me feel bad because I haven't trained for years now. I need to get back into that.
Speaker 1Yeah now we can all tell.
Speaker 2Okay all right.
Speaker 1I'll get you back. But yeah in terms of a remarkable digital we had a a really big finish to the year. We we attracted and got the opportunity to partner with some awesome global brands which we're really excited about. We brought on Sanem Tina Bozcan. So Sanem is a e-commerce SEO specialist and um yeah really excited to have her join the team. She joined us settled in and um yeah has a really great skill set. I would say a complementary a different skill set to you. So I feel like that's really rounded out our our SEO services and um yeah it's been fun to work with her and we're looking to again track more of the best talent in 2026 as we continue to build remarkable digital you know off the back of your hard work mate. The achievements that we've been able to generate or the results we've been able to generate from our clients over the last 18 months or two years has been phenomenal. It's all off the back of you know your strategy your hard work your your cares um you know forever thankful for that and now we we need to get some support around you. Yeah yeah not a problem really appreciate it and
Speaker 2love having Sanem on the team as
Speaker 1well. Perfect mate so yeah looking forward to that. I'll say this is a you know this podcast is going to be centered around SEO and what works in 2026. Some of the myths and some of the the um the truths changing so much but um did I mention we're going up for an award next next week?
Speaker 2I think you did mate. I think you already mentioned that.
Speaker 1Yeah yeah right I should have probably put that back then when I was uh complimenting you. But how are you finding 2026 mate as we coming back off the back of a Google core update in December. So some business owners or e-commerce managers listening to this may have been affected positively or negatively or not at all I guess is the three options around the core update. How did you find that and how did you did you navigate that and what's been the results from that?
Speaker 2Yeah interestingly enough we didn't really have to navigate anything. It seems that during this core update basically all of our clients actually saw an improvement in the traffic that they got so I think it's more are you following the correct practices that Google have already set out right particularly when it comes to their content guidelines and you know doing my research to figure out what this core update aimed to target it's usually the same things so it's spammy content content that hasn't complied by the EEAT principles. So just another general update right what Google is wanting to do is to get rid of the AI slop that's out there at the moment. That's not necessarily to say that AI doesn't have a place in people's marketing strategies. It's more to say how can you leverage AI properly while still complying with the guideline.
Speaker 1Yeah yeah spot on and I think always the best way to we tried to record this episode a few days ago but we got a bit technical steer out of that but for the general e-commerce business owner or e-commerce manager listening that has great general knowledge across all range of marketing channels always the best thing to think about when you think about Google and SEO more generally is Google wants the best experience and you can include you know Gemini the AI overviews and with all that within it so Google wants you to use wants people to use their search browser so they need to protect that at all costs. If people don't trust the search results that Google give them that's when they give other platforms let's say chat GPT but Bing be the other one even though it doesn't have a lot of the market share but if you don't trust the results that Google gives you then you're going to go elsewhere to get your information so that at the crux of that that's where the SEO strategy should form and this is where you should be thinking about your SEO from a point of view is we still need to develop good quality content. It doesn't matter if it's AI generated or you have a copywriter or whoever it is. The best interest is to serve the customer with the best search experience and that's always going to be the case so with ever core update any sort of updates they roll out the main thing that they're trying to do is ensure that their search results are the best around for a search engine.
Speaker 2Sure yeah and that's why they have those continuous updates right usually prior to these core updates there can be this sentiment that Google is not providing the best results because they've got a balance between business owners who are trying to get the best results and they're also trying to market their website as well as the actual customer technically not a customer just a regular user that's actually making that search so if you go ahead and you research about core updates only going to be business owners that are looking for that information and they'll be talking about how you know Google systems have changed and it's nothing like what it was and it's so difficult to rank for certain things but I think it is a very sophisticated system and it does produce probably the best results that can be particularly against other engines like Bing and Yahoo and Yandex and so on and so forth but you're absolutely right mate they're trying to provide the best results so it's best for business owners to try and link their content to to the customer not link it to the algorithm if that makes sense.
Speaker 1Yeah and then also you've got you've got the search engine which is probably one of the biggest challenges we we face as a as an SEO business in 2026 is that search engine results page has just changed dramatically because not only does Google try and get the best results but it's also trying to get the best results and it's trying to get the they need to get the the experience right and get the right answers so you trust the the browser but they also need to get paid as well. Exactly. And so you know you're seeing more and more real estate being taken up from the paid positions or more trickier ways to kind of not like show that it's it's an ad but you know not not really show it as an ad so they're really trying to work it out so that's probably the biggest challenge that we see in 2026 is you could be ranked one you might be on the website click. Yeah. So is that still valuable and that and that's that's a legitimate question to ask.
Speaker 2Yeah for sure and I think what Google is trying to do is get people to to utilize that AI overview a little bit more. because you'll notice now even if you're rank one with the organic search results it's not going to be as present as it used to be so you have to scroll down multiple mouse scroll wheels to get to that result even if it's number one so yeah i think the intention for google is for people to utilize whatever response that the gemini system gives you and the different links that are provided as the resources on the right hand
Speaker 1side so yeah i think perfect and just just to touch on that one of the podcast episodes i had last year was with um um that the weird i don't know how to say his name i'm sure i said his name is the weird and then someone in the comments said i love how that aussie bloke said you pronounce your name so i obviously didn't get it right uh the weird david from uh from pathfinder ai i'm incredible guy i definitely give him a follow on linkedin but he made such a great video on how to use the gemini system and how to use the gemini system last year around who's going to win in the race for chat gpt or google and he did mention that i thought it was you know really really well put that i'm gonna i'm gonna go over it again but he said that google owns the data so if you're a restaurant probably not great on an e-commerce podcast but it's the best way i can explain it you know google knows how far in advance you booked it knows what you searched for before you booked it knows where you parked knows how long it took to get there and knows what you paid and knows if you had a good experience or not so google owns all of the data whereas chat gpt is just scraping through as much as it can in terms of blogs and information so google really is um still winning this race and i don't know about you but i find the google gemini browser and experience to be probably better than chat gpt at the moment
Speaker 2oh sure but i think in terms of an ai response agent i think chat gpt is still ahead at the moment as mentioned is absolutely correct google owned the data and i think in the next elevation of ai where you had this agentic experience and things are being purchased on your behalf and all that kind of stuff that's where google will really shine so i think in the next two years potentially even in the next year gemini is going to take over chat gpt you know obviously there's things that i'm hearing about open ai and their balance sheets not looking that great yeah i think definitely gemini is going to take over yeah and
Speaker 1obviously so there's a lot of things that they're keen to run ads across chat gpt as soon as they can but then if i go back to my first point around giving the users the best experience if you log into chat gpt and all you see is sponsored posts and ads you're like this isn't giving me the best experience so they're in a bit of a tricky position which is quite interesting yeah i want to revisit one of the points you mentioned earlier around the first organic listening listing being a little bit further down the page and sometimes a little bit harder to find then if i am listening to this podcast my next question would be what is the relevance of seo anymore
Speaker 2well it goes back to to what i said earlier right now what does show up initially it's the ai overview and what is shown as the resources on that ai overview are the things that are actually ranking organically seo definitely still has a place just always remember one thing with any sort of ai engines it has to go to a search engine first to gather information so regardless of whether you're trying to optimize for search engines or you'll have to rank effectively for ai agents to pick up on it so yeah seo is definitely still i guess the backbone and ai is going to be the next elevation for different marketing strategies i've used the word elevation a bit too much but i've got to use some other
Speaker 1term yeah i think um i think that's right you know seo is still the most efficient form of traffic to your website that you can get outside of direct but it's the most trusted source you can't pay to play and it's it's an earned position so you've got to earn your way there through trust so that's why it's still the most trusted and best converting traffic over time and you can really build a build a really strong brand and get new people who are perhaps not aware of your brand and new people finding your your business through longer tail searches and um good seo seo execution over a long period of time that's correct mate um in terms of like creating content actually let me go another way how do we 2026 right we're seeing we are seeing more searches on chat gpt much more longer tail searches as well how do we position our clients to best attract more clicks and more website traffic through their seo do we need to prioritize is it is it content at scale is it backlinks is it on page where's your head at when we get a new client on board what what's some of the first things that we implement or we can do to actually ensure that they're getting better visibility and better and more traffic through the search
Speaker 2yeah engines yeah so like i think seo is the backbone so the fundamental seo strategy still remain so you still should be producing as much content as possible high quality content that is uh you still should be uh publishing as many backlinks as possible whether that's organic
Speaker 1how much content should we be like what's you say publish more content yeah is it one blog a month or is it 15 blogs a month yeah
Speaker 2so when it comes to producing content you should there is no number right so i won't be able to say you should be producing 20 blogs it should be as many content pieces that are valuable to the user as possible and just make sure that the keyword keyword research is done properly so that you know the terms that you're targeting actually have some search volume behind it it's more important to to ask the question what type of content should i be producing right and that's where you have to balance between both top of funnel content that's more informational in nature as well as bottom of funnel content that's more transactional in nature and in terms of the split for that i think it should be around 60 should be informational while 40 should be transactional great that's
Speaker 1a really good answer so just to just to elaborate on that you know we want to be doing articles and creating great pieces of content for people that will actually help them in their decision making process so top of funnel yeah if you want to if we want to look at the skincare example then you need to create articles around what what causes acne what causes oily hair oily skin yeah i don't know what causes pimples yeah all these sorts of things because that's that's where their journey would start it can
Speaker 2come in three sort of ways something that's purely informational something that has some sort of opportunity for transactions and then something that's purely transactional so you want something that's in the middle so as an example if you're a hair care brand you can write a piece of content that's like something that would be informational in nature it would be like a hair care brand and then you can write a piece of content that's is what type of hair do I have? So a content piece like that, someone that's reading through that is not looking to purchase anything. They're just looking to learn what type of hair they actually have. Whereas what type of shampoo works best for oily hair, right? Now that is something that is both informational because people can learn a little bit more about what sort of ingredients they need for a good shampoo. And then it also gives you an opportunity to share your product as a solution for this particular problem that they might have, which is oily hair. So you want to kind of follow that rubric. So something that's informational and transactional and something that's completely transactional would be best shampoo products in 2025. Now that is purely transactional because someone that's actually clicked on that is looking for a product specifically. Yeah. Okay.
Speaker 1So I'm going to play devil's advocate because I know the answer, but why would you just not create more content around best shampoos, for 2025? Why could you just, if that's your whole strategy, why would you just not create 10 articles like that?
Speaker 2Because you don't have the topical authority to rank for that term, right? So if you're a company that doesn't have the authority that these other review type websites do, like there's a bunch of product review websites that will always outrank you for that term. So you need to own that pocket. And to own that pocket, you need informational content to tell Google, hey, this is our expertise. This is what we love to talk about. Trust us instead of trusting just a generalized product review website.
Speaker 1Yeah. Fantastic. And I think that's such an important point that I hope the listening audience don't miss because that is also an opportunity of how you as a smaller or mid-sized brand can actually beat some of the giants in the categories. Because if you can really niche down and become an absolute expert in one or two areas, you know, create all your content around building authority. And then obviously you've got the commercial terms as well. But you can also actually outrank some of the, you know, much bigger budget businesses on that SEO strategy. Yep. Exactly right.
Speaker 2Because you've got to think about it this way. If you're versing, not versing, if you're competing against. It's a Sydney thing. If you're competing against brands that are providing generalist advice, where they're covering a whole range of different topics, that's where you have an opportunity to own one of those, I guess, topics that you're a specialist in. So, yeah, that's definitely something that small businesses should focus on, but it's not something that happens overnight. So it goes back to that point about creating as much informational content as possible. And to be able to scale that efficiently while still being able to convert, you should do something that's in the middle, something that's both informational and transactional. So one
Speaker 1of the things that we do, we've got plenty of clients that we work with that we'll deliver, you know, 15 to 20 pieces of content per month for them, right? They don't want 15 blogs appearing on their website. How do you find the balance between good SEO practices and not clogging up their internet? entire website with SEO articles, so to speak.
Speaker 2Yeah. So like, let's just say that you have a bunch of promotional material that's really important for your business. And that's what you want to showcase on the actual header navigation link. And you don't want these SEO articles to be present. All that means is that it's going to be a little bit more difficult in terms of setting up an internal linking structure, right? Because what Google wants to see when you write a piece of content is, A, are there other pages on the website that are linking out to this piece of content? And then B, are there any outgoing links from this article to other semantically relevant articles? So if you have those two things, then Google knows that you've provided as much information as possible, or you have a lot of experience and expertise on this particular subject line. So yeah, I think it's difficult. You can just hide those SEO articles because in the end, you're just creating them for the sole purpose of gathering traffic from Google. So you can hide it, you can get away with it, but it's significantly easier just to have a parent page that are focused around just SEO articles.
Speaker 1That would be the easy fix. Okay, nice. I want to move on to collections pages because it's something that we see in pretty much every audit we do for every e-commerce business that we worked with. And there's some common themes there. So I want you to explain to our listening audience who perhaps if they're driving, they probably don't have their website open, but come back and listen to this point. Can you talk to us, what's the structure of a perfect collections page? Because we do, one of the things that we do like to do in SEO is get our collections pages ranking well, because products are very specific and they have specific names. It's a little bit harder to, not harder to get them ranked, but there's a lot of variability with outer stocks, or they might stop rating the product, but collections pages are an evergreen page that we continue to work on throughout the years. What would be your structure in terms of the perfect collections page? The way that they should set up their landing, their collections page to have the best chance of ranking that for the specific keyword term.
Speaker 2Yeah, look, in terms of how you structure your collection page, it's the same thing that we've always mentioned in these podcasts earlier, right? So you've got to have a H1 tag that targets the keyword of your choosing. You've got to have some content underneath that. And then. Can we have, can we have multiple H1 tags? Gives us more chances? I wish, I wish. No. So, uh, if you have multiple, H1 tags, it actually dilutes the value of the H1 tag. So you should have a single H1 tag. Think of it as like a Google document, right? You're not going to have multiple titles when you're writing, you know, an essay or something along those lines. So that's how Google actually reads your content. So a primary H1 tag that targets the
Speaker 1keyword of your choosing. So, so the H1, so we can only have one H1 tag because that's the most important signal. If thing you need to know about this page exactly and then we've got the seo copy right yeah and depending on your brand guidelines some brands absolutely hate having any sort of copy above the products yeah where do you see in terms of importance is it uh you know how you're no chance of ranking if you don't have that seo copy above the products can you have it below if you need it to be what where does your thinking come into that the copy
Speaker 2can go anywhere but i think underneath the headline the the primary h1 tag you should have some copy right um so it doesn't need to be something extensive something that takes away from people actually looking at the products themselves but a couple of sentences i think that's important to have um and this is where you can really highlight why your products are considered the best right and it goes back to but going back to the ai engines this is where it can pick up that information really quickly as well right so instead of writing something like these are and this is where you can really highlight why your products are considered the best right and i think instead of including something like that put your the different awards that you've seen these were the best shampoo products as voted per whatever awards ceremony or awards what do you call it award framework what do you call it like a overarching
Speaker 1yeah just like a review
Speaker 2yeah yeah whichever voted as per whatever framework that provided voted best shampoo by pat's mom you know yeah exactly yeah so you need to include that sort of lingo there now after that you'll have a bunch of products right and i'm not going to be talking about this from a cro perspective but you should have like filter and sword and best selling and all those filters set in place as well if we're talking about the perfect collection page but from a purely seo standpoint once you have that product code what you can actually do is nest each of the product titles as heading tags right so let's just say you have a h1 tag you have a range of different products you can nest those as h2 tags right because then what you're telling google is that this page has all of these products that we want to highlight
Speaker 1as being important for this page um and we can have more h2 tags right that's not the same issue as a h1 tag having only
Speaker 2one yeah so you can include as many h2 h3 h4 tags as possible because they're not titles right they're they're basically subheadings so going back to what i said about you know a google document writing a report or writing an essay you'll have one title but you'll have multiple subheadings so that's completely fine so yeah nesting the product titles as heading tags will allow essentially for will allow google to recognize those as keywords but more importantly it also adds keyword density to that page so you have every shampoo product is probably going to have shampoo attached to it which means automatically just nesting it increases the keyword density now once you have that product fault you'll have some section underneath the pagination so you might have a pagination that goes from one to whatever sometimes you'll have an infinite scroller what's the what's the pagination pagination is essentially showcasing what results what products are shown and then going to the next page to see more products so underneath that that's where you can add content now traditionally what is done in seo is you just add a big block of content now you'll know from our clients i don't actually like to do that because i think it kind of takes away from how the page actually looks so what we like to do is we like to add little tab tabinated structures design where people can actually click on different tabs to talk about what this collection shows you know what ingredients are in that collection what are the highlighted products any sort of faqs in a very neat sort of tabinated structure alternatively what you can also do is just add a block of content but just add a read more button as well so you can add a read more button as well so you can add a read more button so you're telling search engines hey i have all of this content underneath if people want to read more and it allows you to get that keyword density as
Speaker 1well okay nice so yeah that's um so that um have we mentioned faqs yet on
Speaker 2this yeah yeah so faqs at least for us we nest that in that tabinated structure so people can click on each one of those tabs and then one of the tabs will be faqs alternatively you can just add an accordion element underneath the product fold and then that's where you can add the faqs now on shopify so it's difficult to set up for each individual collection page because assuming that you're a brand that has you know let's just say 50 different collection pages it might mean that you'd have to create 50 different collection templates with each of those collection templates having different faqs now what we do is we set up meta fields and i'm not going to go into that in this podcast here but if you need a hand with that just just let
Speaker 1us know yeah yeah no i don't know how much work you put into those meta fields and creating them up and creating them in the back end so yeah but i think that gives people a good structure to be able to follow especially if there's some key collections pages that they're not ranking for yep one thing and that was kind of a very long segue for me because i wanted to get back to something you mentioned around you know when we're creating authority we're creating informational topics and we're creating you know more uh more sort of bottom of funnel articles and transaction content one of the things that you mentioned and i just want to touch on this a little bit further is the internal link that's right so on those collections pages like do we include or should they all have internal links
Speaker 2yeah they should they should and this is where that i guess that content underneath the product file this is where you traditionally add that in right you wouldn't where are you linking to yeah so you just link out to whatever semantically relevant pieces of content that you have on the website right particularly if you're looking to improve a certain page or if you're looking to index and get certain pages right you're looking to improve a certain page or if you're looking to rank quickly that's where you add those internal links so you tradition most seo agencies will just add a bunch of internal links right but you should be very careful about how many internal links that you're also adding in because each internal link that you add on that page actually dilutes the value of other internal links now it's not by a significant margin there's actually a paper that's written by google not sorry am i going too technical no no okay there's actually a paper that's written um somewhere on the web i remember reading it and there's all these different mathematical formulas that showcase how much value an internal link actually holds but generally as you put more internal links it reduces the value of it so don't just you know willy-nilly add as many internal links as possible just think about what are the major pieces of work that i have on the website that i want ranked well and link out to those if it's semantically relevant yeah yeah
Speaker 1that's the key and that's why you need a good content bank of different pieces of content so you can link link out there and it makes sense it's all going to make sense to the user and to google as well another thing that we see and I've had this conversation with some clients already this year, when you look at your collection page, let's talk about cologne as an example, right? Now, I want people to imagine if they're driving their car or they're walking along or they're going for a run here, I want you to imagine the same, you know, one scenario where you're walking into a retail store and you go to the cologne section versus going to an e-commerce or a Shopify website and going to the cologne collections. You go into that retail store, if they're any good as a retailer, someone's going to come up and ask you if you need help. There's going to be some signs, there's going to be some ways that they display the product that help you understand what's the most popular or what do they recommend? And this is where retail in-store has such a unique, has such a higher rate of conversion because the attendant, the retail staff member there can explain to you the differences, what they recommend, the nuances of all that, because you're just staring at a wall of colognes and you don't know what they're looking for. So what you're going to be guilty of in e-com is just sending them to the collections page and just showing them a wall of products. That's right. So yes, they may have done some research and they may know what they're looking for, but I think if you want to improve your conversion rate, you need to really think about where are we steering them here? That's why, you know, the best sellers or the feature product or the highest discount, all those filters are important, but is there, can you go a step further? Can you add more authority, you know, by putting an author, bio here and saying, you know, here's our, here's our pick. If you're a small to medium business and the chances are that you're a hands-on founder and you have some experience or knowledge in this space. So can you put an author bio there with saying, Hey, this is what we recommend. And this is what's hot right now in 2026. These are the reasons why. And it just steers them to converting, but they feel a bit more confident in what they're looking at, knowing that the owner of this store actually recommends. These three products take for consideration. So I think that helps with conversion.
Speaker 2Yeah, it definitely would. But like you said, that example that you gave is bang on, right? When you walk into a store, the products are categorized, right? So if you walk into a cologne store, there'll be things for floral scents, there'll be things for warm scents. So that's what you can do with the collection page, right? Instead of a big wall of products, just set up sort of categories, right? And then show the whole range of products underneath that. So what you're doing is you're highlighting the most popular, the best floral scents, the best warm scents, the best scents for summer, right? And what this will allow for is two things. First of all, it'll allow you, allow the customer to find the products that they want really quickly, which increases the conversion chances. But also at the same time, it allows you to rank for related keywords. Now, there might be a question of, I already have a collection page for floral scents. I already have a collection page for scents for summer. So in that sort of might not be the best idea to add that in on the parent page. But yeah, anything that you add in that highlights a specific range of products will definitely increase your chances of conversion.
Speaker 1Yeah, perfect. And I think this podcast has been very, very valuable for a lot of people. I'm just going to say that. I think we've gone over some really key elements to help you with your SEO strategy in 2026. Obviously, if you're too busy and you want to focus on other things and SEO bores you, just give us a call. And we'll see you in the next video. Bye. And we can help you out. A couple more things. I want to chat about the use of AI. And we can actually go through, we've got a bit of an offer. If someone wants five free articles through our AI workflow, so they can test it out and see the level of quality for their articles. I want you to go into that, but don't go into it in too much detail because we start to get a bit too technical. But I just want you to share your screen in a second. Yep. But I just thought I'd mention, because I've just seen it come out recently, but the UCP. So the Universal Commerce Protocol, Google have ruled out. It's similar to what ChatGPT and Shopify are doing with their integration in the US. The UCP is now rolling out in the US. At the moment, it's not available in Australia. But if you start to hear that term a little bit more, essentially what it's doing is it enables AI agents to be able to pick up and purchase products in Gemini AI or in the AI overviews. It can also identify current customers once it's set up correctly. And then that makes it or that makes the reason they could do that or the case for doing so is all more around like loyalty points. So, you know, loyalty discounts or existing kind of points or VIP offers as well. If you have your, that the UCP set up correctly, as I said, it's not in Australia yet, but just as a general thought going forward, if you have everything set up well in the merchant center, then that's going to give you the best chance of being set up for success once this does roll out to Australia, whenever that may be. So if you have your, if you have your if you're having any issues with your Google merchant center, it's something that we see a lot getting in touch with us. We'd happy to do a Google merchant center audit for you free of charge as well. And we can identify some areas of optimizations, what that might look like. I just wanted to mention that, that UCP, cause that's probably a thing that'll be mentioned in the first half of this year. Again, who knows when it's going to be rolled out to Australia. That's exactly right.
Speaker 2Yeah. I think we're a bit far away from, from anything being, I guess, implemented from an AI perspective. I think there will be some government regulations around how AI is used, particularly for purchases. So I think we're still a bit away, but like you said, it's definitely something that people should stay ahead of, particularly if you're a business owner.
Speaker 1You made a good point in the podcast that we canned around, you know, people are more likely to buy milk and bread through AI first, rather than jewelry, cologne, shampoos or whatever. So, but you know, things are happening pretty quickly. So. And it goes back to the example
Speaker 2that you gave earlier about how Google owns the data or the example that Dawid gave you, right? They own the data, so they know what you've purchased before. So imagine just being able to say to something like a Google home system, Hey, can you please purchase the same groceries that I bought last week? Right. And getting a delivery from whether, whether that's from Costco, whether that's from Woolies, whether that's from Coles, that just makes it so much easier. And think about it from another perspective, people that don't have the time or don't have the time to get out to drive or to walk for them to make those purchases and get everything delivered to their house. That's where AI is going to be huge. Right. Um, and, and that's not a business, like a business sort of thing. It's more so how is AI improving people's quality of lives? So that's also an interesting conversation to think about as well.
Speaker 1Yeah. Yeah. Perfect. Right. Well, once people start buying milk and bread, we'll get you back on the podcast and then we'll start talking about how we can get our, uh, our listening audiences into the, um, into the, you know, being able to check out straight through Gemini. So mate, just quickly conscious of time, but I do want to, I do want to show the audience this quick workflow that we've done and, and you've kind of, you've generously offered five free articles through your new N8N or your new work, your new AI workflow. We use this for current clients, but also for ourselves as well around creating good quality content that helps you be a little bit efficient and can help you scale. These are, you can see the, you know, the reason we're giving five free articles is you can see the quality of work that comes out of utilizing AI in the correct manner and putting some real thought behind it. So do you want to give us a real high level overview of this mate? So I'm just going to share my screen. Give me a
Speaker 2second. Yeah. So, uh, yeah, this is an example of a workflow that we've created for one of our clients. We've created something similar for multiple others as well. But generally this workflow is designed to tackle all, all of Google's EEA, EAT guidelines, as well as give some sort of original thought that the client has around that particular article piece. So there's a whole bunch of stuff that it actually does. It's connected to the also asked API. It's connected to Reddit APIs. It's connected to perplexity. It's connected to Claude for the actual article generation as well as infographic generation as well. So it isn't something that's, you know, just plug and play. In fact, it actually takes quite a long time for an article to be generated, but for high quality articles to be produced, it will require time. It requires research, right? Um, so yeah, we do want to build something like this for all of our clients. And for those that are listening, this is definitely something that we can build for you as well.
Speaker 1Yeah. Perfect. Let's do this because obviously it does take a little bit of time. I'd love to offer it to everyone, but for the first 20 people that inquire, we're happy to generate five free premium articles for your business that you can actually use. You can publish them and see how they rank themselves in terms of your, your SEO capabilities, but also you get to see the level of quality that AI and workflows like this can produce. So just enter your details in to get my, get my free articles. And, um, if you're one of the first 20 people to, to inquire, then we can absolutely generate those for you and yeah, you can use them for your business. Yep. For sure. Yeah. Cool. No, that sounds good. Um, I didn't know what else
Speaker 2you wanted me to say. No, fair enough.
Speaker 1Yeah. So, uh, I, uh, I think we've covered a lot of ground without boring too many people today, but, um, yeah, let's, uh, let's have a big year.
Speaker 2If the last podcast went through, I think we would have put everyone asleep, to be honest.
Speaker 1That's it. Maybe get your, your new daughter to listen to it. She might sleep better. But no, look, appreciate your time as always, mate. As I said, we, you know, we've had a huge last 12 months at Remarkable Digital and we're set for another big year this year. And in terms of the podcast. I want to make this year the biggest and best podcast year that we've ever had. So I'm actually going to Sydney, Brisbane, Adelaide, Perth, and then here in Melbourne. And I'm going to do one or two day sort of in-person podcast shoot. So if you're listening to this episode and you'd like to be featured or you've got a story worth telling, I'm open to anyone, whether you're a small, medium or large business or an e-commerce specialist, e-commerce manager, great founder stories are always good. Essentially, all we're after in terms of a podcast episode is, can someone learn something from it? Have you got a great story to tell? Because we do want to highlight all sorts of businesses in the e-commerce space here in Australia. So if that's you, there'll be a link in the show notes to request it to join us. And then we can work out some dates and have a quick chat to make sure that we're all aligned and you have your feature on the podcast this year. So looking forward to coming to each city and meeting some great founders and some great e-commerce businesses. Yeah, absolutely. Cool. All right, Pat, thanks for your time, mate. Appreciate sharing all your wisdom and
Speaker 2yeah, let's crack on. Yeah, looking forward to clients that reach out. So for those that are interested in, you know, building out these different workflows and working on your collection pages, just give us a yell. We're always going to be around. So we're here for the long term and to generate results for our clients. We'll probably be an award-winning agency after this.
Speaker 1Tell me about it. Thank you, mate. No worries. Cheers.
PodcastTranscript AI