Simple and Smart SEO: A podcast for Shopify sellers who want to expand beyond Etsy!

Crystal Waddell
  • 4.9 (49)
  • MARKETING
  • UPDATED WEEKLY

Ready to turn your Etsy shop into a powerhouse brand on Shopify?  The Simple and Smart SEO Show is the go-to podcast for Etsy sellers ready to bridge the gap between a marketplace shop and a powerhouse Shopify brand.  I don't believe in one-size-fits-all roadmaps.  Instead, I provide the high-level SEO insights and strategic shifts you need to interpret for your unique business.  Join me to learn how to master the Shopify ecosystem, own your traffic, and build a brand that thrives on your own terms through smart, data-driven insights.  Whether you’re just opening your Shopify store or looking to optimize an existing one, join us each week to simplify your marketing and grow your business on your own terms.

  1. 3D AGO

    SEO Got Us Traffic… But Not Sales (Here’s the Problem) Part 1 With Aimee Jurenka

    In this episode of The Simple and Smart SEO Show, I sit down with SEO expert Aimee Jurenka to unpack a major shift happening in the industry right now: 👉 The death of inbound marketing as we know it. For over a decade, SEO success was measured by one thing: traffic. But with the rise of AI search and disappearing clicks, that model is breaking fast. We’re talking about:  Why inbound marketing worked for so long  The real reason traffic became the main KPI  What AI search is changing about visibility  Why traffic without conversion is no longer enough  And what SEO professionals and business owners need to focus on next If you’ve ever felt like “more traffic” didn’t equal more sales… this episode will connect the dots. 🔑 Key Takeaways Traffic was the product SEO sold For years, success = clicks, rankings, and traffic growth—not revenue. Inbound marketing created a handoff problem SEO brought visitors… but conversions were someone else’s responsibility. AI search is breaking the traffic model With fewer clicks from search results, the old system can’t deliver the same results anymore. Visibility + conversion are the new priorities SEO is shifting from “get traffic” to “drive outcomes.” This is a scary… but powerful opportunity The industry is being forced to align with what actually matters: sales. ✨ Memorable Moments  “Success was clicks and traffic… that’s what we sold.”  “Inbound marketing was about traffic. AI search is about visibility and conversion.”  “We got you the traffic… and then passed it off.” 🎯 Listener Action Items  Take a look at your current metrics:  👉🏽 Are you tracking traffic… or revenue?  Identify your biggest drop-off point:  👉🏽 Is it clicks → visits, visits → cart, 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 Support the show Book a Shopify Store Strategy Call With Crystal! Want to follow up on what you've heard? Search the podcast! AFFILIATE LINKS: Start your Shopify Store! Get SurferSEO! Metricool (to be everywhere online, you NEED a social media scheduler!) Grid and Pixel Note: If you make a purchase using some of my links, I make a little money.  But I only ever share products, people, & offers I trust & use myself!

    7 min
  2. The SEO & Content Strategy That Actually Drives Growth (Part 2 With Matt Diamante)

    MAR 25

    The SEO & Content Strategy That Actually Drives Growth (Part 2 With Matt Diamante)

    In this episode of The Simple and Smart SEO Show, Crystal Waddell sits down with SEO expert Matt Diamante in part 2 of their conversation to break down what actually moves the needle in your business visibility. Matt shares why most business owners are stuck doing the wrong kind of work... and how shifting from “doing” to “promoting” can unlock real growth.  From building trust through consistent content to turning one idea into multiple marketing assets, this episode simplifies SEO and content strategy into actionable steps anyone can follow. You’ll also learn how to overcome fear of idea theft, why email marketing still dominates conversions, and how accountability, not information! Is the missing piece for most entrepreneurs. Key Takeaways:Work on your business, not just in it: If you’re not serving customers, you should be creating content that attracts them.Consistency builds trust: Showing up regularly online signals credibility and keeps your business top of mind.One idea = multiple pieces of content: Repurpose a single concept across blogs, videos, and emails. Episode Highlights:“People don’t need more information. They need more action.”“99% of people haven’t seen your content—so say it again.” Listener Action Items:Audit your time: Identify where you’re stuck “doing” instead of promoting your business.Start or use your email list: Send one value-driven email to your audience this week.Take action immediately: Don’t just consume—implement one strategy from this episode today.Connect With Us!Matt Diamante HeyTony.caBuy Matt's Book "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 Support the show Book a Shopify Store Strategy Call With Crystal! Want to follow up on what you've heard? Search the podcast! AFFILIATE LINKS: Start your Shopify Store! Get SurferSEO! Metricool (to be everywhere online, you NEED a social media scheduler!) Grid and Pixel Note: If you make a purchase using some of my links, I make a little money.  But I only ever share products, people, & offers I trust & use myself!

    19 min
  3. How Simple SEO Really Works (and Why Most Advice Is Wrong) with Matt Diamante

    MAR 18

    How Simple SEO Really Works (and Why Most Advice Is Wrong) with Matt Diamante

    In this episode of The Simple and Smart SEO Show, Crystal welcomes back SEO educator and entrepreneur Matt Diamante to unpack what’s really driving his explosive growth. Plus, why most SEO advice is overcomplicated or outdated. Matt breaks down SEO into its simplest form: solving problems for your audience.  He shares why consistency beats complexity, how topical authority actually works, and why chasing trends or “gaming the algorithm” is a losing strategy.  The conversation also dives into content creation, programmatic SEO debates, AI’s impact on search behavior, and how small business owners can win without massive budgets. If you’ve ever felt overwhelmed by SEO, this episode will reset your mindset and give you a practical, sustainable approach to growing your visibility online. Key Takeaways SEO is just problem-solving: If you answer real questions your audience has, you’re already doing SEO right.AI is changing search behavior: People are asking more direct questions—so clarity and usefulness matter more than ever.Repurpose content across platforms: One piece of content can (and should) work everywhere.Episode Highlights “SEO is just providing solutions to problems.”“If you can outlast your competition, you can beat them.”“You don’t need to do a lot of SEO—you just need to do it consistently.”“Help people. That’s it. That’s SEO.”Listener Action Items Identify 10 customer questions: Use tools like AnswerThePublic or your own client conversations to find real problems to solve.Repurpose your content: Post the same short-form video across Instagram, TikTok, YouTube Shorts, and Facebook.Add conversion pathways: Include clear calls-to-action in your content to turn traffic into leads or customers.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 Support the show Book a Shopify Store Strategy Call With Crystal! Want to follow up on what you've heard? Search the podcast! AFFILIATE LINKS: Start your Shopify Store! Get SurferSEO! Metricool (to be everywhere online, you NEED a social media scheduler!) Grid and Pixel Note: If you make a purchase using some of my links, I make a little money.  But I only ever share products, people, & offers I trust & use myself!

    22 min
  4. Agentic Commerce and the Future of Search: How AI Will Change Online Shopping (Part 2 With Brooke Gramer)

    MAR 11

    Agentic Commerce and the Future of Search: How AI Will Change Online Shopping (Part 2 With Brooke Gramer)

    In Part 2 of my conversation with Brooke Gramer, we shift from voice and branding into something even bigger — the future of search and AI-driven commerce. What happens when AI starts shopping for your customers? We explore agentic commerce, GPT updates, model selection, and where AI should never replace human judgment. We also talk about the guardrails business owners need as AI becomes more embedded in workflows. If you sell online — especially on Shopify — this episode will stretch your thinking. Because the future of SEO isn’t just rankings. It’s recommendations. ✨ Key Takeaways: Use AI After You’ve Learned the Skill — Not Instead of ItAI should accelerate mastery, not replace it.Always Keep a Human in the LoopFrom legal citations to ecommerce workflows, oversight matters.Agentic Commerce Is Emerging — Not Fully AutonomousAI agents still require permission checkpoints and clarification.Model Settings MatterDeep research mode, updated models, and custom GPT guardrails change output quality dramatically.Voice Search Is Coming Faster Than You ThinkThe future of search may be conversational and voice-first.💬 Memorable Moments: “AI is your intern — not your CEO.”“Check your work.”“Friction doesn’t mean failure — sometimes it means personalization.”“In five years, search will be completely voice-generated.”🛠 Practical Action Steps: Review your AI tool settings — are you using deep research and updated models?Add explicit guardrails to any public-facing custom GPTs.Identify where AI supports your workflow — and where human judgment must stay central.Prepare your ecommerce product data for AI-driven recommendations (clear descriptions, structured data, strong positioning. 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 Support the show Book a Shopify Store Strategy Call With Crystal! Want to follow up on what you've heard? Search the podcast! AFFILIATE LINKS: Start your Shopify Store! Get SurferSEO! Metricool (to be everywhere online, you NEED a social media scheduler!) Grid and Pixel Note: If you make a purchase using some of my links, I make a little money.  But I only ever share products, people, & offers I trust & use myself!

    21 min
  5. Why AI Content All Sounds the Same (And How to Stand Out With Smarter SEO) Part 1 With Brooke Gramer

    MAR 4

    Why AI Content All Sounds the Same (And How to Stand Out With Smarter SEO) Part 1 With Brooke Gramer

    In this episode of The Simple and Smart SEO Show, I’m joined by Brooke Grammer, host of the How I AI podcast, for a powerful conversation about what’s really happening to content in the age of AI. If you’ve noticed that websites are starting to feel polished… but completely forgettable… you’re not imagining it. This episode is a must-listen for creative entrepreneurs, Shopify sellers, service providers, and marketers who want to stay visible, (without sounding generic.) ✨ Key Takeaways: Customer Language Beats Industry Jargon The words your customers use matter more than the technical terms you’re trained in.SEO Is About Clarity, Not Cleverness Search engines (and AI models) reward content that clearly answers real questions in natural language.Voice Is Your Competitive Advantage In a world of AI-generated sameness, distinct brand voice becomes your strongest visibility asset.💬 Memorable Moments: “If you sound like everyone else, you’ll be forgotten like everyone else.”“People don’t search in professional jargon ... they search in frustration.”“Train your AI on your voice. Don’t let AI replace it.”🛠 Practical Action Steps: Pull 5 real phrases your customers have actually used in emails, DMs, or discovery calls.Compare your website copy to that language: does it match?Create voice rules for your AI tools (words to use, words to avoid, tone guidelines).Connect with Us! Brooke Gramer: Website       Podcast Crystal Waddell: Website      AI SEO Skool 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 Support the show Book a Shopify Store Strategy Call With Crystal! Want to follow up on what you've heard? Search the podcast! AFFILIATE LINKS: Start your Shopify Store! Get SurferSEO! Metricool (to be everywhere online, you NEED a social media scheduler!) Grid and Pixel Note: If you make a purchase using some of my links, I make a little money.  But I only ever share products, people, & offers I trust & use myself!

    23 min
  6. SEO Isn’t Dead — It’s Evolving: AI Search, Revenue & the New Rules of Success (Crystal Ortiz Part 3)

    FEB 25

    SEO Isn’t Dead — It’s Evolving: AI Search, Revenue & the New Rules of Success (Crystal Ortiz Part 3)

    Is SEO dead? Not even close. In part 3 of this Crystal Squared episode of The Simple & Smart SEO Show, Crystal Waddell sits down with Crystal Ortiz to unpack what’s really happening in the world of AI-powered search. AND SPOILER: SEO is actually in a strong position right now. They dive into how to define success beyond traffic metrics, how to use AI without wasting hours going down a rabbit hole, and why business goals [not shiny tools] should drive your SEO strategy.  From product page optimization to redefining KPIs in an AI-heavy world, this episode is a practical and refreshing take on what modern SEO really looks like. Key Takeaways 1. SEO Is Not Dead — It’s Shifting The myth that “SEO is dead” needs to go. Search is becoming more AI-heavy, but the need to understand user intent, answer questions, and drive revenue hasn’t changed.2. Stop Defining Success by Traffic Alone Traffic is no longer the main KPI. Revenue impact, conversion shifts, and overall business growth are better indicators of SEO success.3. Start With Business Goals, Not AI Tools Before using AI, clarify your objective. Are you increasing product page conversions? Growing SEO-attributed revenue by 20%? Your inputs should roll up to that goal.4. Use AI With Restraint AI can save five minutes — or waste three hours. Create a clear plan, stay in your lane, and use AI tactically instead of chasing every suggested output. 5. Human Ideas First, AI Second If you want AI-assisted content to feel human, start in your own brain. Develop the idea first — then use AI to expand, refine, or structure it. Episode Highlights Why traffic drops don’t automatically equal SEO failureHText 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 Support the show Book a Shopify Store Strategy Call With Crystal! Want to follow up on what you've heard? Search the podcast! AFFILIATE LINKS: Start your Shopify Store! Get SurferSEO! Metricool (to be everywhere online, you NEED a social media scheduler!) Grid and Pixel Note: If you make a purchase using some of my links, I make a little money.  But I only ever share products, people, & offers I trust & use myself!

    15 min

  7. FEB 11

    The Art of Relationship Building in SEO: Timing, Trust, and AI Tools (Crystal Ortiz Part 2)

    In this episode of the Simple and Smart SEO Show, Crystal Waddell and Crystal Ortiz dive deep into the psychology behind consumer decision-making and how that translates into smarter, more effective SEO strategies.  They explore the importance of relationship-building over time, understanding customer buying cycles, and using AI as a strategic assistant, not a shortcut.  Whether you're an e-commerce owner, SaaS marketer, or small business strategist, this episode is packed with insights on creating meaningful customer connections and leveraging AI without losing your voice. 🔑 Key Takeaways: SEO is About Trust, Not Just Traffic: Success comes from building long-term relationships, not chasing instant conversions.Buying Cycles Vary—Be Patient: Whether it's sunscreen or a Tesla, decision-making takes time. Good SEO supports this journey.Little Details = Big Impact: Understand what truly matters to your customer (e.g. car doors opening 90°) and use that in messaging.Price Isn’t Always the Problem: Barriers to purchase may be logistical or emotional, not financial.AI Works Best With Clear Prompts: Use AI to assist, not replace. Be specific, and let your creativity bring it to life.💬 Memorable Quotes: "Lots of people give up before the rhythm starts to kick in." – Crystal Ortiz "AI is more like an assistant than it is a creator." – Crystal Ortiz ✅ Listener Action Items: Audit Your Buying Cycle: Reflect on your own purchases and compare them to how you expect customers to behave. Are your expectations realistic?Listen for the Right Signals: Use social media and platforms like Reddit for customer voice insights—and apply them to your content and SEO.Refine Your Prompts: Get better at telling AI what you need. Use it to organize thoughts and outline content, notText 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 Support the show Book a Shopify Store Strategy Call With Crystal! Want to follow up on what you've heard? Search the podcast! AFFILIATE LINKS: Start your Shopify Store! Get SurferSEO! Metricool (to be everywhere online, you NEED a social media scheduler!) Grid and Pixel Note: If you make a purchase using some of my links, I make a little money.  But I only ever share products, people, & offers I trust & use myself!

    14 min

  8. JAN 28

    From SEO to CX: Crystal Ortiz on Why Customer Connection Is the Ultimate Ranking Factor (Part 1)

    In this thoughtful episode of The Simple and Smart SEO Show, Crystal chats with fellow SEO expert Crystal Ortiz, founder of Socialhart.  With over a decade of experience in digital marketing and a background in education, Crystal O. shares her journey from retail to SEO consulting and why connecting with customers is more powerful than any ranking algorithm.  They explore the intersection of SEO, AI, customer experience, and basic business fundamentals, revealing why treating SEO like a tool—not a strategy—is key to sustainable online success. 💡 Key Takeaways: SEO is a tool, not the goal: Use it to support real human connection, not replace it.Customer experience is SEO: Every part of the customer journey—from checkout flow to customer service—impacts your rankings.AI shouldn't replace authenticity: AI can support content creation, but genuine insight and audience relevance must come first.Creative SEO wins: SEO isn’t robotic; it's an opportunity to solve real problems creatively.Basic business practices matter: A broken checkout page can undo all your SEO efforts.🔥 Episode Highlights: "If your business isn’t making customers happy, then it doesn’t matter how much SEO you do." - Crystal Ortiz"SEO isn’t the value. Customer connection is." - Crystal Ortiz✅ Listener Action Items: Audit Your Website Experience: Go through your checkout and browsing process like a real customer. Where's the friction?Review Your Content Strategy: Ask yourself—does this content truly serve my ideal audience?Balance AI with Authenticity: Use tools to support your voice, not replace it.Emphasize Customer Connection: Rethink SEO through the lens of helping people, not pleasing bots.Fix the Fundamentals: Before your next content sprint, fix slow 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 Support the show Book a Shopify Store Strategy Call With Crystal! Want to follow up on what you've heard? Search the podcast! AFFILIATE LINKS: Start your Shopify Store! Get SurferSEO! Metricool (to be everywhere online, you NEED a social media scheduler!) Grid and Pixel Note: If you make a purchase using some of my links, I make a little money.  But I only ever share products, people, & offers I trust & use myself!

    19 min
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4.9
out of 5
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About

Ready to turn your Etsy shop into a powerhouse brand on Shopify?  The Simple and Smart SEO Show is the go-to podcast for Etsy sellers ready to bridge the gap between a marketplace shop and a powerhouse Shopify brand.  I don't believe in one-size-fits-all roadmaps.  Instead, I provide the high-level SEO insights and strategic shifts you need to interpret for your unique business.  Join me to learn how to master the Shopify ecosystem, own your traffic, and build a brand that thrives on your own terms through smart, data-driven insights.  Whether you’re just opening your Shopify store or looking to optimize an existing one, join us each week to simplify your marketing and grow your business on your own terms.

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