Using SEO principles to optimize product feed visibility
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
42 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the background of Katie Morrill and how did she become a product‑feed expert?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney. I'm Jordan Cooney and joining me today is Katie Morrill, Director of Managed Services at Products Up.
Katie, welcome to the Voices Search podcast.
Thanks so much, Jordan. It's great to be here.
Thrilled to have you here. Mainly because we don't get to talk about this level of detail in e-commerce often. We're we're just kind of coming off the holiday shopping season. And really, I think this is the time of year where brands and companies are truly thinking about how to invest in a more structured way to scale their reach and and their capabilities. Um As as we get into the show, how how about how about you tell us a little bit more about yourself? Tell us a little bit about products up and what you guys do and and how you guys support the the commerce market.
Absolutely. Um well Products Up uh supports two point two trillion products a month worldwide, in and out of the platform, out to search, social, affiliate, email, text message, uh agentic commerce platforms, uh order management, order sync, and we absolutely drive product data uh for the the largest retailers, brands, and manufacturers in the world. And we optimize it, normalize it, structure it for each of those individual channels. Um and uh I've been doing this uh for fifteen years. Uh so I got my start uh at an agency that did bid management and feed management, channel intelligence, um located in Celebration, Florida. And back then it was a celebration, right? To really understand product data.
um, what it looked like and then to spend a lot of money on behalf of these large retailers to achieve return on ad spend goals, to understand clicks, conversions. Um, people were still kind of getting used to what does it look like to place pixels and to really follow the journey of those products and to identify what was working and what wasn't. So our responsibility was to do that, right? And to do that at a granular level by the SKU, by the category, and then by the channel. So did Bing drive more traffic than Google or get more revenue? We needed to know that on behalf of those retailers. Since then, uh yeah, since then I had the opportunity to be a shopping specialist at Google through the acquisition of channel intelligence.
Um and uh that then helped drive and make decisions about the Google Merchant Center and what quite what business rules they would put in there for small to medium businesses. Um and uh then I found this German software that said we can do it better. Um we can do it so you visually see it, low code, no code. Um, launched net new channels in a day and not a month. And I was sold. So I've been with products up eleven years. This is my eleven year anniversary month. So um uh, you know, self self uh proclaimed data diva.
Love it, love it, love it. Thank you for for the intro to Prox Up, yourself. And I think I really want to start our conversation around the concept of agents because AI agents is one of the hot conversations right now across all kinds of work, whether it be content production, whether it be um fulfilling engineering tasks or development tasks. It it's basically a universal conversation right now. And I wanna I wanna understand your perspective on how agents are reshaping product discovery and then connecting that to what that means for shopping personas.
Yeah, I mean it's an extension of the sphere of influence over us as individual consumers. Um, and so when you look at that, it's it's a whole new discovery phase that maybe those that didn't know the questions to ask are being given the keys to understanding how they're going to make decisions in the future.
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Chapters
8 chapters
1
What is the background of Katie Morrill and how did she become a product‑feed expert?
0:00–6:01
2
How are AI agents reshaping product discovery and what does that mean for shopping personas?
6:01–11:09
3
Why is household‑level persona targeting crucial for modern e‑commerce?
11:09–15:59
4
What are the risks of sending every SKU to AI platforms and how can brands avoid the “send‑everything” trap?
15:59–20:35
5
How should marketers prioritize product data (brand vs. category vs. informational content) for LLM‑driven commerce?
20:35–26:05
6
What KPI‑driven catalog segmentation strategies work best for AI‑powered discovery?
26:05–31:00
7
How do speed and completeness trade‑off when launching product feeds to agentic platforms?
31:00–36:21
8
What quick test can prove that a feed‑driven AI approach drives revenue?
36:21–41:54