What’s a mistake you commonly see people make in SEO?

E-commerce SEO can be tricky, and many businesses make mistakes that hinder their website's visibility and performance. Focusing solely on high-volume keywords without considering what users are actually looking for (their search intent) can lead to irrelevant traffic and low conversion rates. Long-tail keywords (more specific phrases) often have lower competition and higher conversion rates. Neglecting these can limit your reach to a narrower audience. Too often people ignore internal linking. Internal links help search engines understand your website's structure and distribute authority among pages.

What’s a tool, book, or resource you’ve found invaluable recently?

I have really been diving into the application of AI in marketing and trying out new tools. Some are really fun and others are incredible productivity tools. Some of my favorites right now include NotebookLM, uberduck.ai, and napkin.ai, and Adobe Firefly. My kids have gotten a kick out of cloning my voice and making me say ridiculous things.

What’s something people might not know about you?

I really enjoy languages and words that move across cultures. When I was a teenager I would fall asleep listening to listen-and-learn language cassettes from the library. I can speak Spanish, French, Portuguese, Italian and tinker in German and Mandarin. My family does Duolingo in the car for fun. One of my current favorite tiktokers is @superangrygerman who explains German words in a very angry tone.