EMC #18: Why Building Your Own Claude Skills Beats Anything You'll Find on LinkedIn

EMC #20: Google's Biggest AI Search Update Yet. Agentic Shopping Is Here!

Google just held their biggest AI keynote yet. and the implications for ecommerce stores are significant. Welcome to Ecommerce Marketing Chats with Charles Travers (Shopify SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Charles breaks down the key takeaways from Google's two-hour keynote, including the full integration of AI overviews and AI mode, the launch of agentic commerce features, and why search queries are at an all-time high even as organic clicks trend downward. Jimmy covers the new Shopify agentic sales channel connecting product catalogues to ChatGPT and Copilot, and shares an important warning about making Claude Code changes on live themes after a student's site went down for eight hours. They also get into blog strategy, why a well-targeted post should generate clicks within its first week of being indexed, and how to build a content flywheel that turns one good blog into email, social, and paid traffic assets. Tools & Resources Mentioned: - Claude: https://claude.ai [https://claude.ai] - Connected to Shopify via MCP connector for bulk metadata management - Claude Code: https://claude.ai/code [https://claude.ai/code] - Used for theme edits and custom tool building. draft themes only - Shopify: https://www.shopify.com [https://www.shopify.com] - New agentic sales channel for ChatGPT and Copilot integration - Google Merchant Center: https://merchants.google.com [https://merchants.google.com] - Agentic commerce features available in beta - ChatGPT: https://chat.openai.com [https://chat.openai.com] - Now integrated into Shopify's agentic sales channel - SEMrush: https://www.semrush.com [https://www.semrush.com] - Connected to Claude via MCP for keyword research - Screaming Frog: https://www.screamingfrog.co.uk/seo-spider [https://www.screamingfrog.co.uk/seo-spider] - Integrated into Claude via MCP for site auditing About the Hosts: Charles Travers specializes in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's FREE newsletter "In The Search Trenches" for monthly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter [https://www.charlestravers.com/in-the-search-trenches-newsletter] Connect With Us: Join our FREE Facebook community: Shopify Marketing Secrets: https://www.facebook.com/groups/ecommarketingcommunity/ [https://www.facebook.com/groups/ecommarketingcommunity/] Watch the full episode on YouTube: https://youtu.be/fKJg02QDb-Q [https://youtu.be/fKJg02QDb-Q] #ecommerce #shopify #googleai #agenticcommerce #claudeai #shopifyseo #ecommercemarketing #blogstrategy

EMC #19: Google's Official AI Search Documentation Is Out! Here's What Stores Need to Know.

Google just released their first official AI search documentation. and what they said will either reassure you or make you question what you've been paying for. Welcome to Ecommerce Marketing Chats with Charles Travers (Shopify SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Charles breaks down Google's first official guidance on generative AI search, which confirms that good SEO is still the foundation for showing up in AI results. AEO and GEO are industry-coined terms Google itself uses interchangeably, and from their perspective it is all still SEO. Charles adds a practical caveat: what Google says and what actually works are not always the same thing, and experience still matters. Jimmy shares a client with 14 blog posts that generated zero organic clicks over 12 months, and what that tells you about strategy versus output. They also get into real referral data showing ChatGPT converting at 12% for one ecommerce store, nearly double the rate of Google Ads, and why the quality of AI-driven traffic is unlike any other channel. Plus Charles shares how an AI email bot closed his own purchase of an air purifier and what that means for ecommerce customer experience. Tools & Resources Mentioned: - Google Search Documentation: https://developers.google.com/search/docs/fundamentals/ai-optimization-guide [https://developers.google.com/search/docs/fundamentals/ai-optimization-guide] Official guidance confirming SEO fundamentals apply to AI search About the Hosts: Charles Travers specializes in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ [https://www.facebook.com/groups/ecommarketingcommunity/] Watch the full episode on YouTube: https://www.youtube.com/@EcommerceMarketingChats [https://www.youtube.com/@EcommerceMarketingChats] #ecommerce #shopify #aisearch #GEO #AEO #chatgpt #googleai #shopifyseo #ecommercemarketing

EMC #18: Why Building Your Own Claude Skills Beats Anything You'll Find on LinkedIn

Are you installing Claude skills from LinkedIn without knowing what they're actually doing? Welcome to Ecommerce Marketing Chats with Charles Travers (Shopify SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Jimmy shares how a LinkedIn Claude skill for negative keyword analysis flagged competitor terms running at a 15.5x return on ad spend for removal. for a store generating around $70,000 from those terms in a single month. The lesson: don't install skills you don't fully understand. Charles explains how to build your own Claude skills from scratch in minutes, and walks through how he's using Claude Cowork with scheduled tasks to automate metadata optimization, competitor intelligence reports, and Monday morning blog ideas for clients. They also cover a simple change log habit that every Shopify store and agency should be running to track every page edit, why it was made, and what happened after. Plus real CRO wins from a client test, a smart blog strategy for slower economic periods using thought leaders in your niche, and why focusing on what you can control beats blaming the economy every time. Tools & Resources Mentioned: - Claude Cowork: https://claude.ai [https://claude.ai] - AI agent tool for automating metadata, competitor research, and scheduled reports - Claude Code: https://claude.ai/code [https://claude.ai/code] - Used to build internal tools and automate Shopify workflows - Claude Skills: https://claude.ai [https://claude.ai] - Custom instruction sets that train Claude on your specific processes - SEMrush: https://www.semrush.com [https://www.semrush.com] - Connected to Claude Cowork for keyword research and search intent analysis - Shopify: https://www.shopify.com [https://www.shopify.com] - Referenced for bulk metadata management and CRO testing - OpenAI Codex: https://openai.com [https://openai.com] - Emerging alternative to Claude Code with voice input features About the Hosts: Charles Travers specializes in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's FREE newsletter "In The Search Trenches" for weekly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter [https://www.charlestravers.com/in-the-search-trenches-newsletter] Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ [https://www.facebook.com/groups/ecommarketingcommunity/] Watch the full episode on YouTube: https://www.youtube.com/@EcommerceMarketingChats [https://www.youtube.com/@EcommerceMarketingChats] #ecommerce #shopify #claudeai #claudeskills #claudecowork #shopifyseo #ecommercemarketing #aitools

EMC #17: Stop Guessing Which AI to Use. This Resource Ranks Every Model by Task

Stop guessing which AI to use. there's a resource that ranks every model by task and it's free. Welcome to Ecommerce Marketing Chats with Charles Travers (Shopify SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Jimmy opens with the launch of ChatGPT Image 2.0, which has taken the top spot for image generation and editing overnight, and shares a free resource called Arena.ai/leaderboard [http://Arena.ai/leaderboard] that ranks every AI model by task so you always know what to use and when. Charles flags that Google AI overview click-through rates have climbed from 0.57% in July 2025 to 2.4% now, a sign that organic search still has plenty of life in it. They also get into blog strategy, specifically how to use Google Search Console to filter your blog URLs and quickly identify which articles are driving clicks and revenue, and which ones aren't worth the effort. Plus, Jimmy shares data from a client generating close to 100 orders from ChatGPT in a single month, with traffic from Claude and Perplexity starting to show up in the numbers too. Tools & Resources Mentioned: - Arena.ai [http://Arena.ai] Leaderboard: https://arena.ai/leaderboard [https://arena.ai/leaderboard] - Ranks AI models by task and performance, updated regularly - Higgsfield: https://higgsfield.ai [https://higgsfield.ai] - AI creative platform for Meta ad image and video creation - ChatGPT: https://chat.openai.com [https://chat.openai.com] - Image 2.0 now leading for image generation. also driving measurable ecommerce sales About the Hosts: Charles Travers specializes in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ [https://www.facebook.com/groups/ecommarketingcommunity/] Watch the full episode on YouTube: https://www.youtube.com/@EcommerceMarketingChats [https://www.youtube.com/@EcommerceMarketingChats] #ecommerce #shopify #chatgpt #claudeai #aitools #shopifyseo #blogstrategy #ecommercemarketing

EMC #16: $12,000 Spent on a New Website. Here's what it actually cost them.

$12,000 spent on a new website. here's what it actually cost them. Welcome to Ecommerce Marketing Chats with Charles Travers (Shopify SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Jimmy opens with a client who invested $12,000 in a website redesign and lost over $13,000 in revenue the following month. GA4 tracking was stripped, organic rankings dropped, and spam traffic ballooned to 8,000 to 9,000 sessions a day. Charles shares his own migration horror stories and both break down what should be in place before any site goes live. They also cover the launch of Claude Design, why treating AI like a well-trained employee produces far better results than broad prompts, and some encouraging data from Shopify on the rise of new ecommerce entrepreneurs. Tools & Resources Mentioned: - Claude Design: https://claude.ai [https://claude.ai] - New design tool for branded documents, emails, and visual assets - Claude Code: https://claude.ai/code [https://claude.ai/code] - Used for building internal tools and Shopify theme integrations - Claude Cowork: https://claude.ai [https://claude.ai] - Autonomous task and AI agent management - Klaviyo: https://www.klaviyo.com [https://www.klaviyo.com] - Email platform being tested with Claude Design - Google Analytics 4: https://analytics.google.com [https://analytics.google.com] - Tracking removed during client site migration - Google Merchant Center: https://merchants.google.com [https://merchants.google.com] - Referenced in product title optimization discussion - Shopify: Cited in new data showing 7x growth in first-time merchants since 2018: https://www.shopify.com/news/future-proof-job [https://www.shopify.com/news/future-proof-job] About the Hosts: Charles Travers specializes in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's FREE newsletter "In The Search Trenches" for weekly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter [https://www.charlestravers.com/in-the-search-trenches-newsletter] Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ [https://www.facebook.com/groups/ecommarketingcommunity/] Watch the full episode on YouTube: https://www.youtube.com/@EcommerceMarketingChats [https://www.youtube.com/@EcommerceMarketingChats] #ecommerce #shopify #websitemigration #claudedesign #aitools #shopifyseo #ecommercemarketing