Client workflows and custom GPTs

I sit down with Crystal Waddell, founder of Simple and Smart SEO, a longtime educator-turned-SEO strategist who helps Shopify sellers stop guessing and start getting found. 

Crystal’s story is wild and human. She went from teaching and coaching to building a maker business, and she shares how a major health wake-up call reshaped what “success” even means. 

In this conversation, we unpack how AI is changing search from “keywords and volume” to intent, trust, and semantic alignment. Crystal breaks down her exact podcast and client workflows plus why “context” matters more than content now that anyone can generate content in seconds. 

🔥 Topics We Cover:

• Crystal’s path from teacher and coach to SEO strategist and Shopify seller
• Early AI days: Clubhouse, Jasper, and what changed when ChatGPT hit
• The AI confidence boost: using LLMs as a thinking partner, not a magic answer machine
• Why “semantic alignment” is becoming the real game of discovery
• How to create SOPs + delegate to AI (and eventually agents) without breaking your site
• Why context optimization beats content optimization in 2026 search
• Building a business that supports your life, not just your revenue

Tools & Concepts Mentioned in This Episode:

• AI + LLMs
  • ChatGPT, Claude, OpenClaw ClawBots
  • Gemini (comparison/testing mindset)
  • Custom GPTs (for podcast workflows + client systems)
  • Seer AI Assessment 
• Podcast + Production
  • Descript
  • Buzzsprout
  • Auphonic (audio leveling)
• Platforms + Community
  • Shopify (themes, SOPs, site systems)
  • Skool, YouTube, Clubhouse
  • Surfer SEO

Connect with Crystal

Simple and Smart SEO: https://www.simpleandsmartseo.com/
AI SEO Skool (7 day challenge): https://aiseoskool.com

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"How I AI" is a concept and podcast series created and produced by Brooke Gramer of EmpowerFlow Strategies LLC. All rights reserved.