Podcast With Patryk Wawok

How Can Technical SEO Skyrocket Your E-commerce Sales with Patryk Wawok

Show Notes

Are you ready to unlock the secret to skyrocketing your e-commerce sales? In this episode of the Agency Insider Show, we dive into the transformative power of technical SEO and how it can drive more organic traffic, boost conversions, and help you achieve a #1 ranking on search engines. Patrick Wawok, a leading expert in technical and e-commerce SEO, joins us to share his step-by-step guide to optimizing crawling, indexing, and website structure. Learn how to fix common e-commerce mistakes, optimize category pages, and balance technical SEO with content strategies to rank your website higher.

Discover actionable SEO strategies for 2025, including how to handle product cannibalization, maximize crawl budgets, and leverage schema markup for better visibility. Plus, Patrick shares insights on LinkedIn authority building and how agencies can position themselves as revenue drivers, not just traffic generators.

Whether you're an agency owner, an SEO consultant, or an e-commerce brand looking to improve your search engine rankings, this video is packed with tips to elevate your strategy. Don't miss this opportunity to gain the competitive edge you need!

Subscribe now, share this episode with your network, and leave a comment with your top takeaway. Let us help you transform your SEO game in 2025 and beyond!

Chapters:

00:00 - Intro

00:36 - Patrick’s Journey: What Inspired His SEO Path?

02:17 - The Power of Technical SEO: Why Is It Crucial for Success?

06:47 - How SMBs Can Compete with Enterprises: What Strategies Work Best?

08:22 - Crawl Budget Optimization: How Can You Maximize Your Crawl Efficiency?

12:21 - Balancing Client Needs and Technical SEO: How to Find the Right Balance?

18:00 - Will AI Play a Bigger Role in Technical SEO?: What Does the Future Hold?

20:33 - Money SEO vs Traffic SEO: Which Should You Prioritize?

23:32 - Product Cannibalization: How Can You Avoid This Pitfall?

26:44 - CRO Mistakes in E-commerce SEO: What Common Errors Should You Avoid?

29:44 - How Can Agencies Position Themselves as Revenue Drivers?: What’s the Secret?

31:35 - Should Agencies Focus More on Product Pages, Category Pages, or Blog Content for E-commerce SEO?: What’s the Best Approach?

33:51 - How Important Is Schema Markup for E-commerce Sites?: Why Should You Care?

38:35 - Optimizing Category Pages: What Techniques Yield the Best Results?

42:26 - Google Algorithm Updates: How Can You Stay Ahead of Changes?

45:42 - Scaling E-commerce SEO: What Strategies Are Most Effective?

48:05 - LinkedIn for Personal Branding: How Can You Leverage It?

50:44 - What Is the Biggest Mistake SEO Professionals Make When Posting on LinkedIn?: How Can You Avoid It?

52:50 - How Can SEO Consultants Use LinkedIn to Attract Clients and Build Authority?: What’s the Best Strategy?

56:10 - What Is Your Content Ideation Process?: How Do You Generate Ideas?

59:51 - Quickfire Round: Rapid-Fire SEO Insights

1:00:08 - One Technical SEO Mistake That Even Big Brands Make: What Should You Watch Out For?

1:00:16 - Web Performance Issues That Kill Revenue & Conversion Rates: What Are the Key Factors?

1:00:26 - If You Could Fix One SEO Element on an E-commerce Site: What Would It Be?

1:00:37 - Does Domain Age Matter for Ranking in 2025?: What’s the Truth?

1:00:45 - Site Speed vs Backlinks: What's More Important Today?: How Do They Compare?

1:01:03 - Should Agencies Hire In-house or Use White Label SEO Services?: What’s the Best Option?

1:01:26 - One Underrated Way for SEO Consultants to Get More Clients: What’s the Secret?

1:01:34 - Schema Markup: Essential or Overhyped?: What’s the Verdict?

1:01:55 - Biggest Myth in E-commerce SEO: What Misconceptions Should You Dispel?

1:02:40 - Will LinkedIn Ever Become a Major SEO Ranking Factor?: What Are the Predictions?

1:02:46 - Biggest Ranking Factor People Aren't Talking About: What Should You Know?

1:03:11 - Where to Find & Connect with Patrick: How Can You Reach Him?

1:03:50 - Subscribe to the Agency Insider Show & Book a Free Strategy Call with Page Traffic: How Can You Get Involved?

Transcript

Intro

0:00 welcome to the Agency Insider Show where we dive deep into the world of digital marketing with industry experts i'm your

0:06 host Navnit Koshel and today we have a special guest who is going to share his insights on technical SEO e-commerce SEO

0:13 and the powerful combination of SEO and LinkedIn please join me in welcoming Patrick Weber

0:19 [Music] [Applause]

0:26 [Music] welcome Patrick hello hello nice to nice

0:34 to be here uh let's start with your journey you have built a strong reputation in the

Patrick’s Journey: What Inspired His SEO Path?

0:39 SEO space especially for e-commerce and technical SEO how did you get started and what led you to focus in these areas

0:48 actually I would say I I landed in this in this niches pretty much by mistake uh

0:54 because I was I was 19 and I was uh pretty much dropping out of college and looking for for a job in in a technical

1:01 space because I had some programmatic experience like development experience in my in my teens and uh I

1:09 landed an internship in a technical SEO agency so I worked there for three and a half years focused just purely on

1:16 technical SEO JavaScript SEO rendering stuff web performance structure data all

1:21 of that just purely technical without any any content focused and um then I

1:28 moved to um an agency in UK i worked there for close to three years I would I

1:35 believe and uh there I focus also on on content so I started combining technical

1:41 SEO with content knowledge with uh with a bit of more holistic approach to SEO

1:48 okay uh but still technical was was my bread and butter was my foundation and

1:54 uh in the meantime I started having some side projects that started growing and growing and this year or pretty much

2:01 last year I I started building an agency quote unquote agency with with a couple

2:07 of uh friends from from LinkedIn I met online and pretty much we launched in

2:13 2025 as organic hackers okay now let's talk about the power of

The Power of Technical SEO: Why Is It Crucial for Success?

2:21 uh technical SEO i mean technical SEO is of often overlooked but it can make or

2:28 break an e-commerce site you uh recently shared a 60point checklist on LinkedIn covering everything from HF lang to

2:36 server performance so let's break this down and uh so what do you think are the

2:42 biggest technical SEO mistakes e-commerce store makes oh I don't know how much time do we have

2:49 to be honest with you but yeah there are a total top ones yeah I I would say the

2:55 the main one would be understanding crawling and indexing on on e-commerce sites because usually a lot of

3:02 e-commerce sites are large websites they are they have hundreds of thousands millions of pages uh in many cases or

3:10 they can have all those pages because of crawling and indexing issues and just with these issues the is the

3:17 the site structure is getting bloated and Google bot is just pretty much wasting all resources on pages that

3:24 shouldn't be crawled shouldn't be indexed i think my the worst case that I saw was an e-commerce site with close to

3:32 two billion pages created by incorrectly implemented filtering strategy so they

3:39 they had a pretty much I think like couple thousands of categories all each

3:45 of them had couple dozens of filters and Google was able to crawl every filter combinations on every com on every

3:52 category and I think at the highest point it was pretty just Google bot was

3:57 downloading I believe two terabytes of data from um from servers so it it was

4:04 huge and and the bloat was was insane and we had to create a proper filtering

4:09 strategy for the site understand which filters do we want to crawl index and which aren't and just cleaning this up

4:17 was uh was a tough project i would be I would say doing that and especially for

4:23 large sites like with crawling and indexing like this is pretty much a gold mine of of issues you can see you can

4:29 fix so so much stuff and make sure to uh to help Google bot actually crawl and

4:36 index pages that are valuable uh on your on your site and uh yeah I would say

4:41 this would be the main the main issue that I see pretty much everywhere even I

4:47 think one of the projects that I was uh I wasn't even working on it but I was offering it like creating a proposal for

4:53 them they were a very small e-commerce they just had I don't know like 50 products something like that but also

5:00 because of the filtering strategy they had I don't know like 20k 30k pages just bloating the index bloating the crawling

5:07 queue and uh yeah I would say crawling indexing is crucial for for e-commerce

5:15 right and uh I would say as as of other area in terms of technical

5:22 SEO maybe it's a bit more adjacent to content but I would say website

5:28 structure because uh having proper uh uh sorry hierarchical uh structure of

5:35 categories subcategories having actual pages that um have potential in terms of SEO that

5:42 can rank for particular keywords this is huge for for many e-commerce just recently I was working

5:49 on only commerce that was selling shoes they was selling shoes they had huge

5:54 brand because they were doing a lot of social media advertising their brand was very well known here in Poland for

6:01 example and uh but their their website was only focused on like their new

6:07 collection they they had maybe uh like I don't know like high shoe shoes like I don't know like five or six categories

6:13 just for the main the broad keywords nothing going that is going in depth and

6:19 the even just going by I don't know shoe type plus color was like opening up like

6:27 30 40 new categories that could easily rank with their brand recognition with

6:32 their branding with the power power of what they already did in terms of building the site building the awareness

6:38 of this brand uh just fixing the structure was pretty much a game changer for them okay now uh how how do small

How SMBs Can Compete with Enterprises: What Strategies Work Best?

6:48 and midsize businesses SMBs can compete with enterprise level e-commerce brand when it comes to technical SEO when it

6:55 comes to technical SEO um uh I would say it's uh technical SEO

7:02 pretty much touches everybody pretty much cares for like you should care about technical SEO

7:09 uh even if you're not you don't need to be enterprise to do that you you can be mediumsiz SMBs you can be pretty much

7:16 whoever and as you mentioned at the beginning technical SEO can make and or break your your site

7:23 so um I would say with tactical SEO just need to take care of the of the

7:29 foundation so crawling indexing make sure your site is visible for search engines they can render it they can

7:36 index it and making sure like those technical

7:42 issues those technical opportunities are not like slipping through your fingers and uh because just with those missing

7:49 points you can be outrun by enterprises you can be outrun by your other competitors and you need to have

7:55 stronger strong foundation to then maybe outrank them with more niche down content more niche down website

8:01 structure for more longtail keywords but still in terms of technical SEO you

8:06 need to be strong you need to be uh stable you need to be make sure that your site is pretty much bulletproof in

8:13 terms of in terms of technical to be able to grow with with content with structure optimization with all

8:20 everything in between okay now uh how do you approach crawl budget optimization

Crawl Budget Optimization: How Can You Maximize Your Crawl Efficiency?

8:26 for large e-commerce sites with thousand of products thousands of products uh yeah with crawl

8:33 budget optimization is a like as I mentioned like pretty much uh it's a

8:38 it's a gold mine it's u I like to check I like to check like what's the current

8:44 state of the of the crawling so I usually go to uh Google search console

8:50 analyze the coverage report checking what pages are excluded what pages are included also filter those reports by

8:57 XML sitemaps to see uh based on the URLs in the sitemaps how how Google is

9:02 treating the treating the pages that we want to index and then I go to crawl stats of

9:10 course and checking some some of the areas there but at the end I also check

9:16 the server logs because uh checking the server logs in terms of crawl budget optimization is pretty much key and

9:22 you'll be able to better understand how like what kind of resources what kind of pages are actually being searched

9:29 by or like being crawled by by Google bot and uh getting this pretty much full

9:35 view gives me an understanding of where the Google uh Google bot crawl budget is

9:42 uh being used uh correctly and where where is it uh wasted pretty much on

9:48 maybe it's crawling out of stock products maybe it's crawling pretty much like uh I don't know old version of the

9:54 website for some reason uh maybe it's crawling resources I shouldn't do shouldn't be crawling I saw for example

10:00 I think last last year I was fixing one issue because for some reason on one of my e-commerce clients the Google bot was

10:07 crawling um the pagionation on the category pages but it was crawling it

10:14 like from zero below So it was crawling the pagionation number minus one minus two and pretty much going to infinite uh

10:20 with crawling the pagionation for whatever reason because it wasn't present anywhere in

10:25 the in the internal linking but the e-commerce site didn't have a like a

10:32 security against that they by creating this like below zero

10:37 pagionation they pretty much were creating category duplicates and Google decided that okay those are some new

10:43 pages that we should crawl and I saw it in Google search console and we were fixing uh we were also fixing this issue

10:50 I like to get all this data from Google search console server logs stats pretty

10:55 much everything that I can and uh go by patterns so see what kind of um pattern

11:02 urls can I find in those in those places and uh understand which are which are

11:09 valuable which are which shouldn't be crawled maybe which resources are key to

11:14 render the page or uh to actually see all the necessary content and which

11:20 which aren't so I I would say the key keyword here is is patterns in terms of

11:26 uh the URLs and the um and the areas that you want to uh check and either

11:32 block or make sure that they are being crawled and um the other way around also

11:39 crawl the site on your own uh see uh see what kind of URLs are being um are being

11:46 used internally check the internal linking maybe by combining the data from server logs you can see for example that

11:52 maybe some valuable pages are not crawled effectively maybe some of the most important products or articles were

11:59 crowded I know two months ago last time and you should improve the internal

12:05 linking to those so yeah I would say get the data check the patterns block stuff

12:12 that you don't want to be crawled and uh make it improve the internal linking to stuff that is important in your

12:19 structure okay uh so now when it comes to uh so

Balancing Client Needs and Technical SEO: How to Find the Right Balance?

12:27 how do agencies and consultants balance client needs when technical SEO takes time to show results

12:35 yes I I wouldn't actually say that technical

12:40 SEO like t needs time to show results because it really depends i know that's a like SEO saying stuff but yeah because

12:48 you can have like crucial technical issues that can give you results like left um I think I especially like back

12:57 in the day there were many many such times when we were fixing for example

13:02 one rendering issue because I don't know one animation was pretty much blocking the rendering of the entire website and

13:09 just by removing it or reworking it we are able to uh we are able to pretty much unlock uh unlock the um the

13:18 visibility for for the website right yeah so I would say uh technical SEO is a

13:25 good I like to balance it against content because with especially larger

13:32 businesses usually there are separate development teams and separate content teams because uh like those are totally

13:39 different departments that are working on on the same project on the same website and with technical SEO it's good

13:46 to um have somebody to also take care of

13:51 technical opportunities on the side when content team is already busy with writing new content so I I like

13:58 to I like to have this balance between between content and technical and when

14:04 you mentioned uh that it takes time uh takes technical takes time i would say

14:11 always communicate with with development team and work together with them on on fixes on on stuff that needs to be fixed

14:20 on the website and not not just I know don't throw the audit to them and I know

14:27 hope for the best work together with them find workarounds communicate what needs to be done why it needs to be done

14:33 how how it should be done always verify that stuff how the stuff is implemented

14:39 because It's um it's a I don't know like a volatile area with development like al

14:47 there is something there's always something that can be can go wrong in terms of technicality and the

14:53 implementation and I think having your eyes as a second pair of eyes of verification of each task is is so

15:01 valuable and I caught so many like issues or iterations of the same task as

15:08 long as it because it needs to be implemented correctly at the at the end so I think

15:14 having this high level of communication be working together with uh development

15:19 team is crucial to make the technical SEO go faster make the technical SEO

15:24 project uh actually being implemented not just being something that we just furtherize with with stakeholders to

15:31 maybe do maybe not and u yeah I would say it's uh there are there are ways to

15:38 to make it faster now now you see often the the technical SEO In an enterprise

15:43 SEO the major block is not the issue but the team so the implementation is actually a pain in the ass so how do you

15:52 circumventate or what do you see is a way to get things done because we have seen lot of times the client doesn't is

15:59 not ready to implement 90% of what technical SEO suggestions we give and we end up losing the project because there

16:06 are no ranking movements and nothing happens i mean I see it all the time so what is your take how to go about

16:12 solving this problem yeah that that's a that's a tricky one because I I also had some like

16:19 similar experiences both in my agency life but also is my sometimes freelance

16:25 stuff but yeah currently not not really but um usually I I like to u just understand

16:34 why why those things are are challenging to implement why just ask those

16:40 questions just ask why uh what are their struggles why why are they struggling

16:46 maybe there are technical limitations that they have maybe it's not something that is against like developers because

16:53 developers are super busy and uh finding finding time to do technical SEO is can

17:00 be can be a challenge to them and uh there are many many factors that can impact how the technical SEO projects

17:07 being implemented as I mentioned they can be technical difficulties they can be um um skill difficulties maybe they

17:14 they need to I need to hire help them hire somebody or maybe I need to implement my those things on my own if

17:22 needed um but uh I I tend to uh always

17:28 communicate always always uh communicate why SEO is important why technical SEO

17:34 is important and usually I like to start um technical SEO projects when I already

17:41 know I will have developers ready to ready to implement uh ready to ready to

17:47 go and um and uh I think communication is is

17:52 key here you don't you you cannot have technical as your project without communication

17:59 right now uh when it comes to the do you

Will AI Play a Bigger Role in Technical SEO?: What Does the Future Hold?

18:05 think anything for example AI playing a bigger role in technical SEO auditing and automation or are you using it

18:12 anywhere right now um in terms of technical SEO yes

18:20 in terms of auditing I would say not not that much because a lot of technical SEO

18:25 was already automated you can you have tools like screaming frog sidewall all

18:31 those all cloud crawlers all of this is already automated a lot of

18:37 them so the bulk part I would say is already being done uh uh in uh is

18:45 already automated i would say going next step so using AI for I don't know

18:53 analyzing Excel sheets writing JSON for structured data um using uh I I like to

19:00 use the GPT for what's the for writing reax uh okay um I think I but all of

19:10 this is also related to also development but also just data analysis because data

19:18 analyzes a huge part of uh of technical SEO so that's why I um I don't I

19:25 wouldn't I don't really count using that for for technical SEO because for me it's like going going a bit more a bit

19:32 beyond just technical SEO but uh yeah I I would say using AI for data analyszis

19:39 for especially large uh large data

19:45 um is is beneficial yeah sorry but for for me

19:52 like working on like a website structure or okay understanding I don't know like search intent I think because it's like

19:59 me merging technical SEO with content with AI so I I like to I use AI more in

20:06 the content wise in terms of um in terms of a optimization for for

20:12 content using some tools for like extracting data from Google understanding the consensus or using NLP

20:19 analyzes for the content uh understanding semant semantics right all of this I I can use with with AI but a

20:28 lot of it is not that uh that technical I would All right now uh let's talk a little bit

Money SEO vs Traffic SEO: Which Should You Prioritize?

20:35 about about e-commerce SEO turning clicks into conversions you have been vocal about money SEO versus traffic SEO

20:42 getting visitors is great but if they don't convert what's the point right so let's talk a little bit more about it

20:48 what separates high revenue e-commerce sites from those just chasing traffic

20:55 um in terms of um there are many many things you can um

21:02 you can do and I would say I wouldn't call myself like the adversary of um of

21:10 traffic SEO i I still like generating traffic because this is what usually SEO is about and

21:17 um I like to u like to focus more on on revenue in terms of content it's good to

21:24 focus on uh on bottomfunnel content working on uh comparisons matching the

21:31 topics to like a more commercial transactional intent making sure your your site is doing great in that term

21:38 but um I would say in terms of e-commerce focusing on revenue versus just on traffic I think you

21:46 can you can I I would I would maybe even compare those sorry like talk about

21:51 e-commerces that are focusing only on content and content and technical because with uh technical SEO and

22:00 um with technical SEO you can focus on improving your e-commerce itself and

22:06 working on your website structure creating subcategories that can be that can bring you a lot more transaction

22:11 transactional traffic than just your blog and um and I would say this this can be a

22:19 lot more more beneficial than just writing articles on on your blog section

22:24 but I don't want to disregard writing articles because uh this is like SEO is

22:30 a hybrid beast for and you need we need to understand that writing articles even

22:37 that the top funnel medium funnel uh middlefunnel uh content is is beneficial

22:42 to build the authority in the in the search results to support your

22:47 e-commerce also with uh with those uh topfunnel uh topfunnel articles

22:54 to be uh pretty much the only source of knowledge for uh for a given topic and

23:00 uh and traffic I traffic is also good to um

23:06 to build the authority of of your site because at the end of the day we want to have a user satisfaction coming to your

23:13 site and those positive user signals coming either from your uh articles or

23:18 coming from your from your e-commerce so I think I think you can both chase traffic and

23:26 and revenue at the same time by combining tech and content

23:31 right now uh how do you approach product cannibalization issues in e-commerce SEO

Product Cannibalization: How Can You Avoid This Pitfall?

23:38 are you talking about examples like I know you have the same shirt in multiple colors or so the product cannibalization

23:44 is one of the uh common issues which comes to e-commerce SEO of course when

23:50 you give an example with the filters but otherwise how is there a a specific approach you have towards it yeah yeah

23:57 there are many many approaches you can you can tackle like the same the same

24:02 issue with and um I like to have like this is my

24:08 approach of having usually one page like depending on the search intent and

24:14 search uh search volumes of particular types like particular v varants of a

24:20 given product i like to either have separate pages for them if they have search potential like getting traffic

24:27 potential on their own maybe people are looking for I don't know a given screw in a given size and you can

24:35 have um have it in the as a separate page but uh I think Google recently

24:42 started making started making indexing varants way easier because they

24:47 introduced a new structured data type called product group where you can have just a single product page with

24:55 different variants and in structured data you can mark every variant as a

25:00 separate product so Google will be able to understand that this single product page has for example I know 10 products

25:08 under itself which are not present in the structure but Google can still understand that there are 10 products on

25:15 this page okay uh in in 10 different prices and even show them separately in

25:20 merchant center so I have uh I have pretty much two benefits at

25:27 the same time i don't have the bloated structure with pages that um with pages

25:33 that might cannibalize itself but I also don't have um but I also benefit from

25:39 Merchant Center i also benefit from ranking for those very long tail keywords for I don't know particular

25:45 screw in a given size and a given something uh material and length so you

25:51 you can still benefit from from those in Merchant Center but you don't need to have the bloat uh bloat on their website

25:57 so uh I tend to go with this but if you really have a potential in the search

26:04 and there is a separate uh intent for those very longtail keywords for a given

26:10 product variant I would go with with separate pages but also um with the

26:16 second approach always monitor your crawling your indexing see if those products are actually being indexed

26:23 because uh like with by going with this approach you can from like 500 products

26:28 you can create like 10,000 pages and so so you can bloat it significantly and

26:35 you need to make sure that those pages are actually valuable for search engines and they're not diluting the quality of

26:41 uh of your website okay now uh what is uh what are some of the

CRO Mistakes in E-commerce SEO: What Common Errors Should You Avoid?

26:49 biggest CRO mistakes you see in e-commerce SEO ser conversion CRO mistakes yeah cro

26:57 mistakes mhm um e-commerce SEO yeah yeah i would

27:03 say that there are a lot because uh pretty much just ignoring conversion rate optimization and uh and pretty much

27:11 uh prolonging the like prolonging the user experience and pretty much building the irritation and I would say the the

27:19 largest things are prolonging the customer journey like nec unnecessarily that making users to

27:29 that you they need to go to your category they need to go to subcategory they need to click on your product they need to click on the particular variant

27:36 and then they can add it to cart you you can have like you can probably shorten

27:41 this entire uh entire process like I like give them an

27:48 option to add to cart like at the every step and then help them pick pay a given variant or or something like I would say

27:55 this this is the like like the the killer or the silent killer of of conver

28:00 of conversions on um on um on e-commerce and also I would say

28:09 the positioning of of particular elements that will bring you bring you conversions so for example I I I used to

28:16 I saw many many cases of even in the in like content wise you can have a lot of

28:23 articles where I know the call to action for I don't know testing a demo of your SAS or something is pretty much hidden

28:31 or like it's pretty much I know at the bottom of the article only and nobody is

28:37 uh is clicking on it nobody is uh I know going to a related category of the

28:44 article nobody is uh just seeing it and uh I think the positioning of those

28:50 crucial call to action elements is is another another uh another killer of uh

28:57 of conversions another another step that could improve um CRO and not many

29:04 e-commerces are doing it or like more and more are improving it is building is

29:09 like is sharing the um authority signals on your product pages so having product

29:14 reviews having Q&As about your products actually utilizing product reviews so I

29:21 don't know for example answering to negative product reviews uh making sure like building the trust with any user

29:28 that is coming to a given product right and and seeing that you actually are reactive you you want to make the

29:34 experience good I think just making the the products better can uh can especially like

29:41 benefit you in the long term now how can agencies position themselves as revenue

How Can Agencies Position Themselves as Revenue Drivers?: What’s the Secret?

29:48 driver not just traffic generator um that's a good question that's a

29:55 that's a really good like with with the positioning I would say um just show

30:01 your results show show what you can show show what you can do and not only in

30:06 terms of traffic because like the traffic can be vanity but focus on what's what's bringing revenue and uh

30:13 always uh ask for um for partic for

30:19 correct data from from your from your clients I know help them set up their

30:24 Google Analytics properly so you have part the correct reports for uh for

30:30 revenue tracking for um for that and work on work with them on on case

30:37 studies work like on showcasing the work that you did even anonymize it if you if you cannot show the brand just anonymize

30:43 it but still um still help them like should still work

30:49 on still work on uh just showcasing your work and I think this is like highly

30:55 beneficial uh like I think and I think many many other niches are already doing that uh SEO is as as we mentioned

31:03 earlier SEO is highly uh focused on like positions traffic uh visibility all that

31:11 uh all all of those um metrics which are fine which are which are good good

31:17 metrics to look at but the end of the at the end of the day we care like clients care about business and it's good to

31:24 have information about uh what kind of business you can drive with with SEO and

31:30 uh Yeah just just throw it just case studies case studies case studies and and and should agencies focus more on

Should Agencies Focus More on Product Pages, Category Pages, or Blog Content for E-commerce SEO?: What’s the Best Approach?

31:37 product pages category pages or blog content for e-commerce issue

31:43 all of that i would say all of that like creating create do you mean creating new

31:48 or uh optimizing optimizing okay optimizing yeah I would say I'll say all

31:54 of that uh in terms of in terms of technical SEO I like to start with uh with

32:01 categories and products and website structure to make sure that okay here we already have the transactional

32:07 commercial pages that can bring can bring traffic and now I can I have I

32:13 don't know for example with this technical structure optimization I get

32:18 um I create I don't know 50 new categories or subcategories now I have ideas for pretty much 50 new content

32:25 clusters I can bring on the blog or optimize um

32:30 uh I would start with uh categories and products uh working on working on those

32:36 and like pretty much fixing the bread and butter on blog so for example if you

32:42 already have 2,000 articles on the blog section and I don't know 1,900 of those

32:47 are bringing zero impressions just cut them or like remove them from

32:53 your site see if they have traffic potential maybe reintroduce them optimize them in the meantime but uh

33:00 focus on the basics of blog and improve the e-commerce first like the category

33:05 and products then work on work on blog and this is also also like a approach

33:10 that we had in one of my agencies where we were doing only technical SEO and then we were moving the ready to go site

33:17 to another agency that was like a befriended agency and they were doing content

33:24 marketing and link building for them so we were building usually like the strong technical

33:29 foundation for the product for for the project which was bringing like the initial uh some ranking

33:37 improvements and then when they started producing content and improving the content or removing the old content

33:43 updating the stuff that has potential then we saw an actual growth in the in the traffic

How Important Is Schema Markup for E-commerce Sites?: Why Should You Care?

33:51 uh okay and now let's talk a little bit about his schema you also mentioned Google came with a u new schemas for

33:58 product as well now how important is schema markup for e-commerce sites and what type of schemas do you find most

34:05 effective especially in 2025 um I would say schema right now is

34:14 getting a bit more controversial because some like um I like to use it as

34:23 a simplified communication between the website and search engines and AI large

34:30 language models because um with content that you have on your website or like on your

34:37 page you pretty much throw throw this content for this website to bots and

34:42 hope they will understand with JSON this is pretty much just yes or no questions

34:49 so like just giving them clear information what is what what is the price what is the valuability what is

34:55 the policy what is what and they have uh all these details and how important it

35:01 is there are many different opinions on that and I like

35:08 to I like to have a very welldetailed schema on my projects because uh I I see

35:16 that for example in terms of merchant merchant center for example uh using correct product schema with uh all those

35:23 informations and also combining it with setting up the merchant center correctly

35:28 um can can be hugely beneficial for for for your

35:34 site and uh also I recently see more and more carousels coming in to to search

35:41 results so and also this I don't remember right now but I think it's still in beta in in terms of in Google's

35:48 documentation because they introduced the carousels for product pages right so

35:54 with this you can have your transactional category page pretty much having more real estate and search

36:00 results with correct uh with correct carousel data carousel structure data so I would say product and carousels would

36:07 be the most important for for e-commerce also I would I would also add breadcrumbs but breadcrumbs are pretty

36:14 much beneficial for for everybody to help users and search engines better understand the structure and navigate

36:21 through the site m and uh yeah I I would still say that it

36:28 can be beneficial uh but remember to always match the schema to the content

36:34 that you have on your page so don't for example don't add product reviews to

36:39 your schema that you don't have on your page because Google will might catch on that and uh remove all the rich results

36:46 that you have and always make sure that the content correlates with what you what you have in the the markup okay

36:54 yeah I would I would still say it is important i would still say it's it's important and uh but still in terms of

37:02 um for example AI AI search engines it's still in the talks how how much it

37:09 impacts the um the performance in like perplexity or GPT and uh probably still

37:17 content is way more important there but uh schema can be um can be a good good

37:24 add-on to that so so uh in terms of timeline once you implement the schema

37:29 how fast you see the change in results depends on what schema do I implement uh

37:38 uh in terms of uh product and u yeah I try to remember

37:44 right now um last year I had I had a project where

37:49 we implemented uh this complex pretty complex product group schema with

37:54 product varants and we introduced it to uh Google merchant center

38:03 and we pretty much saw an results In a week we started getting conversions just

38:08 from the free listings on on Merchant Center which were really quick and uh

38:14 because because our our offering was already pretty good uh already uh like

38:21 we're getting better and better in terms of like competition against the other

38:26 e-commercees in the in the free listings so yeah it really I would say it really

38:32 really depends okay now uh can you share some

Optimizing Category Pages: What Techniques Yield the Best Results?

38:39 strategies for optimizing category pages in an e-commerce website uh yeah yeah of course uh in terms of

38:48 technical SEO or content or both uh both but more towards the content

38:56 yeah yeah of course um in terms of category pages I there are still some

39:02 like experiments that I'm doing and like my my side projects and uh testing stuff

39:07 with my clients i would go I would always analyze the layout of your

39:14 category pages and layout of pages that are ranking on top positions and um I

39:22 saw many cases where for example having a clear definition of the category in

39:28 the above default content uh was pretty much was usually generating

39:34 um feature snippets in many cases so you you could get uh a feature snippet on

39:40 your transactional page uh with a clear definition of the category uh in the in

39:47 the above default content this is a good very good and this is this is a very good tip that I that I saw in like 2022

39:55 and started implementing it and seems to be working really well also it depends on the quality of the definition that

40:02 you have you need to make sure that it's um you you mentioned like all the necessary entities in the in the

40:09 definition related to a given category right always have the add to cardart

40:15 button right on your category pages to your products to make sure like users can can convert as soon as possible use

40:23 the car structured data add FAQs at the bottom to add

40:28 structured data for for FAQs to your category page uh related to your category page uh always have filtering

40:36 terms of e-commerce SEO and e-commerce conversion rate uh helping users um like

40:43 niching down or finding the correct exact product that they are looking for is great because they don't need to

40:49 scroll through your entire site your entire category page to find the product that they are looking for they can just

40:54 use the filters get to the right product right away and and just click on it and and just buy it um what else

41:05 um yeah I would say I would say uh that's that's pretty much it always have

41:11 uh like the definition carousels structure data add to cardart filtering right correct content uh correct content

41:18 like always enhance your content uh below the fold uh with with more details

41:24 about about the category yeah yeah i would say I would

41:32 say that's it i see this is something that I might test sooner or later I see

41:37 more and more especially B2B e-commercises uh like having like dedicated experts

41:44 for categories so for example they have they treat category pages as content

41:49 pages somewhat and they have for example like the what's the um what's the word

41:55 in English for that uh subject they have for example like this is the expert that

42:00 is dedicated to this category and they have like this his biography and his his knowledge and more like an for an E8

42:08 type things yes and they they try to communicate this expertise that they have on the category pages and this is

42:15 still that's something I I see more and more but I still want to like experiment on my own uh to to see how it how it

42:22 actually impacts now uh of course there has been quite a few

Google Algorithm Updates: How Can You Stay Ahead of Changes?

42:29 Google updates uh in last couple of years so do you where do you see Google

42:35 algorithm update shifting in terms of e-commerce rankings

42:40 uh I would say it's all over the place uh with pretty much every update like

42:45 since I don't know 2022 maybe 2023 uh I don't remember which year

42:53 exactly which year exactly I saw like so many intent shifts in terms of

43:00 particular queries so I I had an e-commerce ranking for many

43:05 transactional commercial queries and after one update

43:11 those queries are now informational for some reason and there are articles ranking for those and uh yeah the those

43:19 intents are were shifting a lot now it's a bit more stable and uh some of the uh some of the

43:27 examples I I can still see many many um

43:32 issues with the current current rankings in in Google some of the some of the not

43:38 not clients but some of the sites I was checking in for example were outranked by an empty category just because just

43:44 because Google prefers to rank an empty category without any products instead of particular e-commerces um I would say

43:53 the always always monitor what's going on in terms of like the intent that's

44:00 going on and also in terms of rich results uh and the enhancements in terms

44:06 of um e-commerce and I saw it uh it's not that visible still in Europe because

44:12 we don't uh we don't have this e-commerce shift in search results but it's very visible in the US market where

44:20 pretty search results are pretty much looking like an e-commerce category page when

44:26 you type in a transactional commercial commercial query and I saw it in many

44:31 clients where for example we were still ranking on position one or position two like the position didn't change at all

44:38 but we lost like 40% of the traffic and when I was checking the um the search

44:45 results in in the US market for example that now we had I don't know like feature products products people also

44:51 ask future to snippet a review and our first organic was like under like six or

44:57 seven six or seven reach rich reach snippets so just with uh just analyzing

45:03 this traffic data or the position data wasn't enough anymore because because of

45:09 this shift in in search results and because of the fact that okay now now

45:14 your site is still number one but we care more about products and we care

45:20 about showing showing something else so um yeah I would I would look at like

45:25 what those features are how they are introduced and how you can also show in them show show in uh future products how

45:33 to optimize for AI overviews how to optimize for merchant center and to be

45:39 able to actually be be present there right now uh many agencies struggle to

Scaling E-commerce SEO: What Strategies Are Most Effective?

45:46 scale e-commerce SEO because it requires a highly specialized skill set managing

45:51 technical SEO O CRO content and backlink it's a lot I mean u uh that's why some

45:58 of the top agencies partner with white label providers as well like uh page traffic to handle executions while they

46:04 focus on strategies do you think more agencies should leverage partnerships to scale faster

46:11 agencies or e-commerces agencies which are dealing with the e-commerce uh

46:16 companies yeah yeah I think Uh I think

46:22 yes because uh you cannot grow every service on your own

46:28 and even in our case we have we we mostly focus on technical SEO and content and this are this is our uh our

46:37 key uh key service that we that we are offering and we are working on but we are also looking into working on like AI

46:44 automation building tools on our own um and and introducing think all of that

46:52 but a lot of it pretty much um like requires a lot of time and resources to

46:59 to build out on their own and you can have a separate agency focused for

47:04 example uh just on for example digital PR and they are really good at it and you can just work with them and and

47:11 collaborate with them on on exchanging ideas or exchanging exchanging clients

47:16 um between you and between you and Um and uh yeah and just uh just enhancing

47:24 and and helping your client as much as possible without this um weight of

47:30 creating this those services on your own and uh yeah I think I think it's uh it's

47:35 the future and many agencies are either like expanding their services or

47:40 creating partnerships right and u yeah I would say I would say

47:46 it's like one of those pick one of those and you you're good yeah now we have

47:52 seen agencies triple their SEO revenue by partnering with white label providers and of course it's a win-win for

47:57 everyone so if you are an agency owner struggling with with let's chat I mean we can help you scale profitability

48:03 without hiring in house now let's talk a little bit about SEO plus LinkedIn

LinkedIn for Personal Branding: How Can You Leverage It?

48:08 building authority in the industry which is something which you have done uh you have built a strong LinkedIn presence

48:14 with highly engaging posts on SEO strategies now how has LinkedIn helped you grow your personal brand and

48:20 business um yeah I think just by consistency and

48:28 uh just uh I I like I wanted to um show like what I know uh in terms of

48:36 SEO and because I I I was struggling with um like sharing my knowledge and u

48:44 I didn't know what what I can tell what what is correct and what is not and just by going to LinkedIn I I saw But okay

48:52 many people are already like sharing stuff that they know sharing sharing their knowledge sharing their processes

48:58 and I I think my first post was about just my personal stuff about like

49:05 actually under underestimating my knowledge under estimating what I what I know and I just started posting like day

49:13 in day out five days a week like all the carousels all the I don't know I posted

49:19 like I don't know over 100 carousels um in a year and uh just uh just building

49:26 uh building it from from ground up i think I had like 700 followers at the beginning now I have over 25K 26k

49:34 something like that so I think uh it's very good very good to to work on your

49:40 personal brand both by um just being more confident in what you know and in

49:47 what you what you have building a community around you getting to know people and um and yeah I think LinkedIn

49:54 opens so many opportunities just for me just to get to know people from pretty much all over the world like for example

50:00 even us we are just talking about it because you probably saw me on LinkedIn Right and uh and I think this is a very

50:07 good very good approach and many people are just not doing it and I understand that they nobody like is required to do

50:14 it but for me it was very very beneficial to okay to build to build

50:21 something on on my own and uh yeah that's also how I got to know my my business partners right now so we we met

50:28 I believe in 2023 both of them and started working

50:33 together in 2024 on some stuff and uh yeah the rest is history and uh yeah I I I cannot

50:42 recommend it enough okay now what's the biggest mistake SEO professionals make

What Is the Biggest Mistake SEO Professionals Make When Posting on LinkedIn?: How Can You Avoid It?

50:48 when posting on LinkedIn uh not posting enough uh um yeah I I

50:56 would say like the more you post and the most the more you iterate and analyze what's working what's not um I think the

51:04 more you you'll learn like my first posts were like from my perspective right now they weren't great they were

51:10 they were mech they they were awful sometimes they were like I and I think

51:16 just because I spent this first year just posting almost daily and and

51:22 understanding what's working what's not how to reach out to people how to comment how to like just from learning

51:29 all those skills i um I I learned so

51:34 much and I think uh you need to post more to like just get get it out and

51:42 also it will help you not to be scared anymore of like the publish button

51:49 because it helps me a lot just uh publishing a lot uh helps me help me

51:54 like being more confident in in what I post and u I think I don't I don't

52:00 remember right now the statistics uh I think 1% of people on LinkedIn is

52:06 posting at all and even less than 1% is posting more than once a week so like

52:14 there are so many uh like the the number of uh possibilities or like the

52:20 opportunities that you can have on LinkedIn there's still a lot a lot of room for everybody and uh I saw in the

52:27 last I post on LinkedIn for the close to two years now in just in those two two

52:32 years there are there are so many people that appeared that there are new people on on LinkedIn in SEO for example but

52:40 I'm sure in other other other niches too so the scene is

52:46 still growing so there's place I would say for everybody now now uh how can SEO

How Can SEO Consultants Use LinkedIn to Attract Clients and Build Authority?: What’s the Best Strategy?

52:52 consultants use LinkedIn to attract clients and build authority

52:57 I would say do it similarly to your website or to your agency agency

53:03 business um in terms of uh positioning

53:09 uh you can always talk about uh what like you first first of all you need to understand who do you want to target uh

53:17 what's what's your positioning who who is your target client is it e-commerce is it SAS how large is it what uh do

53:25 they already have like a marketing team on their own that maybe they don't have it do you target their I don't know head

53:31 of departments CEOs those okay uh CMOS who who exactly you want to target and

53:37 try to understand what are they struggling with what uh what are they looking for how you can help them and

53:44 try to try to focus your content on on that how you how this content can um can

53:52 res resonate with them how what what are their thoughts about like like they they

53:58 come to the job uh every day they need to fix an issue that they struggle with

54:04 maybe they want to grow uh more conversions they they maybe they are wasting money somewhere maybe they are

54:11 um they are just uh they just don't know what to do and uh try to communicate

54:18 that in your content try to communicate how you can help them or how you already help somebody else do something similar

54:25 and uh yeah this is pretty much bottom funnel content on LinkedIn in many cases

54:31 but also um but also being able to pretty much

54:36 read their minds read what they are what they are thinking about what uh what are their struggles and try to resonate with

54:43 that and uh yeah I would also say build relationships uh you mentioned like

54:51 building relationships between agencies white label agencies i would say on LinkedIn it's even better because you

54:57 can have uh um you can have relationships with other SEO professionals that for

55:05 example are not offering the same services as you are for example you can

55:11 um for example I am doing a lot of technical SEO this is my my primary focus but also do content but uh just

55:19 from the relationships that I built over over time that I that I can call those people's friends I would say and just

55:27 from those referrals I I got a couple of clients just for just just to uh just by

55:33 like getting to know people that's how that's just just by I know recommending somebody else to a friend I can I also

55:40 recommended like some of my clients to I don't know build links with somebody that I know or work on work on something

55:47 else um or like uh maybe they need SEO in a given market I can um I can

55:54 recommend them somebody that I know for example from from the Balkans or from um from I don't know Spain so I think it's

56:03 very very beneficial just by getting to know people okay now uh what exactly is

What Is Your Content Ideation Process?: How Do You Generate Ideas?

56:12 your content i mean you you posted so many so much of content and so many

56:17 castles so what exactly is your content browser how do you get all these ideas from is there a is there a standard

56:23 specific process you have mastered or something that you would like to share with our audience

56:30 i I would love if there was any process in that uh like many like significant

56:37 portion of my content was just like from my head like what I what I was thinking

56:42 about i I tested so many like different ideation processes and some of them are

56:49 like very simple just picking an area of um of SEO and talking about it uh like I

56:57 think one week I was just taking for example I I listen to a lot of music and

57:02 I I just took like a music album that I was listening to and picked like the

57:08 song titles that they had on the on the album and tried to match the song title

57:14 like use the song title as an inspiration for a Google post not Google post LinkedIn the post and I I I was

57:21 doing pretty much like anything that I I could possibly think about and uh from

57:27 that I think I created this process in my head that okay what works what doesn't uh find try to find inspiration

57:34 pretty much everywhere and uh I think this is also from my experience because I also perform as an improve comedian

57:42 and I I I have this uh I know I trained the skill of like getting inspiration

57:48 from pretty much everything and that's why I like to I like to just shoot my

57:53 head into anything and see how I can spin it from uh from anything into into LinkedIn post

58:01 i use for example like YouTube see what's working on YouTube and trying to

58:07 translate it to to LinkedIn post i also checked other LinkedIn creators see how

58:13 they inspire my content what what types of content I still didn't I still didn't

58:18 use so yeah there are a lot a lot more and you use any tool

58:25 uh for ideiation for ideiation just and also for example

58:32 you mentioned you check other LinkedIn creators so do you use any tool for these analysis or it just all manual

58:41 uh I tested right now I don't use any tools I believe let me just think I used

58:48 outdo quite a time i used cleo for a time i used um what

58:55 else i would say that's that's pretty much it i I tested easy gen from um from

59:01 Hassid uh from Ruben Hassid um yeah but a lot of it is just my own

59:08 like thinking and my own brain coming with those ideas coming with uh with all

59:14 of this and uh I prefer it this way because uh I know it's my own I know

59:20 it's my um my my own strategy and uh yeah I

59:27 think like I I think it's the same as in music there's nothing that you can find

59:33 that is new that's original there's every everything was already done so I like to combine everything that I find

59:40 myself all of my approaches into like one strategy which in some way is my own

59:49 okay okay now as we wrap up this is just the final segment which is a quickfire

Quickfire Round: Rapid-Fire SEO Insights

59:55 round uh we are going to do a quickfire round short punchy answers only are you ready yeah go ahead okay uh favorite SEO

1:00:03 tool you can't live without uh screwing frog

One Technical SEO Mistake That Even Big Brands Make: What Should You Watch Out For?

1:00:08 okay one technical SEO mistake that even big brands make

Web Performance Issues That Kill Revenue & Conversion Rates: What Are the Key Factors?

1:00:17 uh uh web performance issues that uh that pretty much kill their revenue and

1:00:24 conversion rates okay if you have to fix just one SEO elements on an e-commerce

If You Could Fix One SEO Element on an E-commerce Site: What Would It Be?

1:00:30 site what would it be uh crawling especially in terms of

1:00:35 filtering strategy okay uh does domain age matters for ranking in 2025

Does Domain Age Matter for Ranking in 2025?: What’s the Truth?

1:00:42 uh not really okay site speed versus backlink what's

Site Speed vs Backlinks: What's More Important Today?: How Do They Compare?

1:00:47 more important today uh you both i I am biased to towards

1:00:56 sight speed uh of course in terms of conversion rate uh backlinks uh still

1:01:01 good okay should agencies hire in-house or use white label SEO services

Should Agencies Hire In-house or Use White Label SEO Services?: What’s the Best Option?

1:01:09 uh whatever works for you uh I just a

1:01:15 quick tangent i I had a client that used white label and I helped them build in-house teams so there are so many like

1:01:23 you can combine everything one underrated way for SEO consultants

One Underrated Way for SEO Consultants to Get More Clients: What’s the Secret?

1:01:28 to get more SEO clients uh post on LinkedIn

Schema Markup: Essential or Overhyped?: What’s the Verdict?

1:01:34 okay schema markup essentially essential or overhyped

1:01:39 uh I would say still essential now I have you on the record you said it's little hyped

1:01:47 yeah i would I would still go with uh with essential in in many cases but uh

1:01:53 in some cases overhyped right uh biggest myth in e-commerce

Biggest Myth in E-commerce SEO: What Misconceptions Should You Dispel?

1:01:59 SEO biggest myth in e-commerce SEO biggest what sorry mytht biggest

1:02:06 myth like biggest wrong belief okay sorry uh myth biggest myth in in

1:02:14 e-commerce SEO Um damn

1:02:20 um damn i I need to think about it um biggest myth biggest myth and tech

1:02:27 e-commerce SEO uh I would say like technical doesn't

1:02:35 matter that's a that's a myth will LinkedIn ever become a major SEO

Will LinkedIn Ever Become a Major SEO Ranking Factor?: What Are the Predictions?

1:02:41 ranking factor uh yes uh I would say so

Biggest Ranking Factor People Aren't Talking About: What Should You Know?

1:02:46 okay what's the biggest ranking factor people aren't talking about

1:02:52 biggest ranking factor people aren't talking about are not talking yeah uh I

1:02:58 would say content simplification content simplification like having Got

1:03:05 it right right that was fire patrick you crushed it of course and thanks for

Where to Find & Connect with Patrick: How Can You Reach Him?

1:03:11 playing along uh Patrick this has been an absolute master class where can our listeners find you and connect with you

1:03:18 uh on LinkedIn for sure just type in what you what you can see here right uh

1:03:25 and you can see uh you can go go to my LinkedIn invite me and go to

1:03:30 organichackers.com which is our our site on of our agency and see uh what we what

1:03:36 we can do and uh those two are uh are the main channels i also have like a

1:03:41 newsletter somewhere uh but you can probably also find it on on the site so yeah that's that's it from my end and

Subscribe to the Agency Insider Show & Book a Free Strategy Call with Page Traffic: How Can You Get Involved?

1:03:50 guys if you find value in this episode subscribe to the Agency Insider Show leave a review and share this with

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1:04:01 website and book a free strategy call patrick thanks again for being here and you're welcome thank you very much thank

1:04:08 you thank you thank you that's a wrap folks catch you in the next episode