Simple and Smart SEO: A podcast for Shopify sellers who want to expand beyond Etsy! Beyond Google: Redefining SEO in LLMs and an AI-First World with Heather Physioc of VML (Part 1)
In this episode of The Simple and Smart SEO Show, host Crystal Waddell welcomes Heather Physioc, Chief Discoverability Officer at VML, for a deep dive into the evolving world of search and digital strategy.
Heather shares her insights on why Google isn't the only search engine that matters, how AI is reshaping the search journey, and why content needs to serve users at every stage—from discovery to post-purchase.
From structured data to customer retention via social media, this episode is packed with practical takeaways for marketers, SEOs, and business owners.
Key Takeaways:
- SEO Isn’t Just About Google Anymore: Platforms like TikTok, Pinterest, Reddit, and in-platform AI search tools are becoming vital in the discoverability ecosystem.
- AI Should Enhance, Not Replace Creativity: Use AI to eliminate repetitive tasks and streamline workflows—not to substitute authentic human communication.
- Brand Experience Matters Across the Entire Journey: From awareness to post-purchase content, every touchpoint contributes to discoverability and trust.
- Structured Data Is Critical for E-commerce SEO: Schema and well-organized product feeds prepare brands for AI-powered commerce search.
- Jobs to Be Done Framework is More Relevant Than Ever: SEO should be rooted in solving real user problems, especially in the age of contextual, compound queries.
Episode Highlights:
- "Google is not the only platform out there where people are engaging in search activities." – Heather Physioc
- "Jobs to be done isn't just a theory—it's a way to make your brand truly useful across all channels."
Listener Action Items:
- Reevaluate Your SEO Strategy Beyond Google: Identify where your audience is searching and tailor your content accordingly.
- Use AI Thoughtfully: Let AI
Text me your questions or comments!
Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)
Here's a quick question: Are people actually finding your products on Google?
If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.
I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.
No tech headaches, no fluff. Join us at
Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)
Here's a quick question: Are people actually finding your products on Google?
If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.
I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.
No tech headaches, no fluff. Join us at
Book a Shopify Store Strategy Call With Crystal!
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AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!
Metricool (to be everywhere online, you NEED a social media scheduler!)
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