Host: Sean Barber - https://www.linkedin.com/in/seanrbarber/ - He & Him

In this episode of Chat With Sean, I’m joined once again by Emina Demiri, Head of Digital Marketing at Vixen Digital and a speaker at events including BrightonSEO.

We look at how e-commerce SEO is changing in the age of AI search, why SEOs need to understand product feeds and Merchant Center, and why breaking down silos between SEO, paid, UX and other marketing teams is becoming increasingly important.

Emina shares Vixen Digital’s approach to AI search - focusing on being discovered, cited, mentioned and ultimately purchasable and explains why consistent data across websites, schema, product feeds and marketplaces can have a direct impact on visibility and revenue.

We also discuss agentic commerce, where AI genuinely adds value to e-commerce experiences, the danger of using LLMs for the wrong use cases, and how better audience research can help marketers understand not only what people search for, but their needs, behaviours and emotional state.

Emina discusses:

- Why SEO and paid teams need to work more closely together

- The growing importance of Merchant Center and product feeds for SEO

- Being discovered, cited, mentioned and purchasable in AI search

- Breaking down silos across digital marketing teams

- Why consistent product data matters across different platforms

- How feed and schema errors can directly impact revenue

- Building e-commerce experiences around real user needs

- Where AI should and shouldn't be used in the buying journey

- Preparing e-commerce websites for agentic commerce

- Using audience research to improve marketing strategy

Topics covered:

- E-commerce SEO and AI search

- Merchant Center, product feeds and structured data

- Schema and feed alignment

- SEO and PPC collaboration

- Full-stack marketing vs specialisation

- AI, redundancies and the changing marketing job market

- Product category and product detail page UX

- Faceted navigation and customer journeys

- AI-powered product recommendations and hallucinations

- Agentic commerce and emerging AI standards

- Audience research, personas and search behaviour

- GA4, Google Search Console and qualitative data

- Reddit, reviews and social listening

- Using LLMs for audience and sentiment analysis

Related Link - https://www.searchenginejournal.com/why-your-product-feed-is-an-seo-asset-and-who-should-own-it/575543/

Connect With Emina - https://www.linkedin.com/in/emina-demiri/

Our partners:

SEO Gets, the easy-to-use analytics and reporting tool for your GSC & GA4 data.

Use code search10 for 10% off: https://seogets.com/

Linkavista — A backlink marketplace offering thousands of websites and real traffic insights through Google Search Console connections.

Use code SEAN10 for 10% extra credit on your first order:https://linkavista.com/