9| How Retail SEO Strategy Became a Customer Experience Question.
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9| How Retail SEO Strategy Became a Customer Experience Question.
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In this episode, I talk with Paul Culshaw, a strategist with over 25 years in SEO who's worked with major UK retailers, including Littlewoods and N Brown. Paul reveals why retail SEO strategy isn't really about search engines anymore. It's about understanding how people make decisions, where they go for information, and what builds their trust.
We explore:
- How customer discovery has fragmented across platforms (and why that matters for category managers) - The multi-visit buyer journey and what content you need at each stage - Why SEO is actually customer experience, not just a technical marketing channel - Category page optimisation as a practical starting point - EE-A-T principles (Experience, Expertise, Authority, Trust) and why reviews matter more than ever - How to get buy-in from teams who don't care about search - The four biggest mistakes retailers make with SEO - Why AI-driven discovery is the opportunity right now (think October 1998 for the internet)
If you've been treating SEO as someone else's problem, this conversation will change how you think about customers and product discovery.
Guest: Paul Culshaw
Paul Shaw is a certified business strategist and AI integration specialist who's spent 25 years in online marketing. He's worked in-house with Littlewoods Shop Direct, N Brown (JD Williams, Simply Be), and agency-side with clients across retail. He now helps businesses prepare for AI-driven discovery through his Authority Engine framework.
Connect with Paul: - Website: https://www.paulculshaw.com/ - Instagram: @CoachPaulCulshaw
Thanks for Listening!
Did anything resonate with you from today's conversation about retail SEO strategy? I'd love to know. Get the full show notes with all the links and resources at https://wheresyourcustomer.com/9 Let's connect – Find me on Linkedinlinkedin.com/in/jo-williams-ccxp Never miss an episode – Subscribe to Where's Your Customer? on Apple Podcasts, Spotify, or wherever you get your podcasts. Found this valuable? Please leave a review. It helps other retail professionals discover these conversations. Share the knowledge – If someone in your network could benefit from rethinking their approach to search, please share this episode with them.
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