What Would You Do to Tackle the Opportunity that is AI Chat and GEO? – with Miracle Inameti-Archibong (episode 578)
Miracle Inameti-Archibong is an online marketer who’s been deep in SEO since 2010. Now working at a very large UK retailer, after stints in other verticals and agency side.
In this WWYD episode, Miracle tackles one of the biggest questions facing eCommerce right now: what would you do as AI search reshapes visibility, traffic, and growth? She shares a clear, practical view on where brands should focus, what still works, and how to move forward with confidence.
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Dive in:
[05:59] GEO-Focused Retail Search Strategy
[08:58] “Focus on Brand, Not Algorithms”
[11:08] “Focus Content Where Value Exists”
[14:48] Cohesive Content Strategy Focus
[18:48] “Trust and Quality Over Quantity”
[22:50] Preparing for Agentic AI Integration
[23:57] SEO, Accessibility, and AI Efficiency
[29:04] “eCommerce Success Through Clicks”
[30:49] Listen to Miracle’s Top Tips!
Good SEO is Good GEO (AI Search)
The foundational principles of SEO and technical optimization still matter, even as AI and GEO search evolve. Mira emphasizes that making your site accessible, fast, and properly structured (using schema and high-quality content) helps both traditional search engines and the new generation of AI-driven search models find and trust your brand. You don’t need separate teams for each platform; focus on doing SEO right and you’ll naturally be included in AI search results. This means investing time in technical basics pays off now more than ever. If your SEO is solid, GEO will follow.
Brand and Trust Are More Important Than Ever
Gone are the days of chasing every random keyword. Search engines and AI models now value brand reputation, authority, and consistency across platforms. Building a coherent message and strong presence where your customers spend time, and investing in PR and citations, will help AI models recognize and recommend your business. All teams—including PR, brand, and SEO—need to collaborate to ensure unified messaging. Focusing on your core audience makes your brand more trusted and visible in AI search results.
Content Strategy Needs to Shift to Value and Specificity
Random, fluffy content won’t help your business anymore. Mira notes that AI answers many queries directly, so focus your content creation on real customer needs and the information that influences decisions and purchases. Long-tail, niche details and helpful, brand-relevant content are now more valuable than broad coverage. The goal is to stand out as a true authority, not just provide surface-level information. This sharper focus will make your brand more visible and increase the likelihood of conversion.
Prepare for Agentic AI and Evolving Search Technology
AI search models and functionalities like agentic shopping are advancing fast. As a retailer, you should start preparing technical solutions, like optimizing product feeds and considering API exposures. Accessibility and crawlability are crucial because AI “agents” may interact with your site like real users. You don’t need to double your SEO budget yet, but investing in efficiency tools and speaking to your dev team about future-proofing is wise. Being ready for these shifts puts your business ahead and keeps you competitive as search habits change.
Track the Right Metrics and Expect Shifts in Traffic Quality
Traditional ranking reports are losing relevance with AI-driven search. Mira recommends focusing on tracking your brand’s visibility in topic clusters and where you show up in relevant discussions, rather than just simple keyword rankings. Expect that your overall site traffic may go down as AI answers more queries, but conversion rates could go up because visitors who do arrive are better qualified. Use new tracking tools and stay on top of developments to understand how changes in search impact your business. This helps you report clearly to stakeholders and adapt your strategy quickly.
eCommerce Book Top Tip
- Give and Take: Why Helping Others Drives Our Success by Adam Grant
eCommerce Traffic Top Tip
- Build brand and community first. Be genuinely helpful, not sales-led, so people choose to come to you regardless of platform changes.
Tool Top Tip
- Google Gemini
Carbon Top Tip
- Switch off all non-essential devices from the socket when not in use. Even things like microwaves or computers still draw electricity when idle, so forming a habit of unplugging helps reduce your carbon footprint.
Interview links
Related Episodes
- WWYD? Ian Leslie on Achieving Hockey Stick Growth in a $10–25M eCommerce Brand (episode 561)
- What Would You Do if growth at your eCommerce brand has stalled? – with Janis Thomas (episode 566)
- What Would You Do as Head of eCommerce tasked with massively improving operational efficiency? – with Jaime Hill (episode 570)
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