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SEO is changing. Shopify brands that want to grow need more than keywords — they need search engines and AI platforms to understand, trust and recommend their products.In this episode, Nick is joined by Alex Moss from Yoast to break down everything Shopify brands need to know about SEO, from the foundations of technical SEO to creating content that drives qualified organic traffic.Alex explains why successful ecommerce SEO is no longer just about rankings, and why data quality, structured information and trust signals are becoming increasingly important as search continues to evolve.You’ll learn:The SEO fundamentals every Shopify brand needs to get rightWhy technical SEO and data integrity are becoming more importantHow Shopify stores can help search engines better understand their productsWhy content strategy and topical authority matter for ecommerce growthThe biggest SEO mistakes holding Shopify brands backHow SEO is evolving alongside AI search and changing customer behaviourAlex also shares practical advice on building a stronger SEO foundation, improving website trust signals and creating a Shopify store that is easier for both customers and search engines to understand.In this episode:(00:00) - Shopify SEO mistakes and content neglect(03:45) - Fixing Shopify site structure and product discovery(06:08) - Why you need to keep updating old content(09:48) - How customer search behaviour is changing(12:01) - Word of mouth, reviews and AI search(13:48) - Links vs mentions and citations in the LLM era(16:21) - Forums, communities and building brand authority(22:21) - Is Shopify ready for AI and agentic commerce?(25:12) - How to structure product content for AI(27:51) - Brand perception in the AI era(30:52) - How to write content AI can actually useUseful reso