Ecommerce Marketing Chats

Charles Travers & Jimmy Dalgleish
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Weekly E-commerce Marketing Chats with Jimmy Dalgleish and Charles Travers, providing the latest up-to-date e-commerce marketing advice to help grow your ecommerce sales.

  1. 6d ago

    EMC #31: Should You Hire a Freelancer or an Agency?

    Both of us are freelancers. So we said that out loud before we started. Welcome to Ecommerce Marketing Chats with Charles Travers (Ecommerce SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Jimmy opens with the complaint he hears most from brands leaving an agency, which is that they had a different account manager every couple of months and someone was always relearning the account. He covers the seniority ladder nobody explains at the pitch, why agencies offering every channel are often strong in none of them, and the setup he rates above both models. Charles is a freelancer too, so this is not a debate. But he ran an agency and used to hire freelancers himself, which means he can name where the freelancer model genuinely falls down. There is a hard capacity ceiling, and he watched contractors he hired take on too much work and quietly get worse. Anyone claiming to do your SEO, ads, development and design is outsourcing part of it. He also explains why genuinely good agencies cost what they do, which comes down to margin and to the fact that the best practitioners leave to work for themselves. They disagree on one thing worth hearing: whether an agency really does give you cover when someone is off sick. Both of us sell one of these models, so take it accordingly. We are bringing an agency owner on for a follow-up episode to argue the other side properly. About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's newsletter "In The Search Trenches" for monthly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ Charles Travers https://www.charlestravers.com https://www.linkedin.com/in/charlestravers https://www.instagram.com/charlesltravers https://www.facebook.com/charlesltravers Jimmy Dalgleish https://www.snapbackmedia.com.au https://www.linkedin.com/in/jimmydalgleish Watch the full episode on YouTube: https://youtu.be/iR1AskfEwms #ecommerce #shopifyseo #googleads #ecommercemarketing #hiringanagency #freelancer #dtc #shopifymarketing

  2. Sep 24

    EMC #30: Black Friday 2026: What We Are Actually Doing for Clients Right Now

    Most ecommerce stores start thinking about Black Friday in November. by which point the planning window has already closed. Welcome to Ecommerce Marketing Chats with Charles Travers (Ecommerce SEO Consultant) and Jimmy Dalgleish (Google Ads Specialist). Jimmy opens with the calendar he runs with his coaching clients: September to plan, October to build, November to go. Then the decision that comes before any tactic, which is what your offer actually is. His argument is that sitting Black Friday out because you do not like discounting is the worst option available, and that you do not have to discount at all to take part. Charles then screen-shares the Black Friday collection page document he has shared with his own clients, and walks through it in three stages: a coming soon page live by late September, the live sale page, and what the page becomes after the sale ends. He covers why the year belongs in the meta title but never in the URL, how to force a re-crawl in Search Console, and when sub-collections are worth building for larger catalogues. Jimmy comes back to the paid side with the point most stores miss, which is that Google does not know you are having a sale unless you tell it. He covers Merchant Center promotions, using branded search ads as a billboard rather than a copy of your organic listing, feed rules for bundles, and why a segmented sale needs its own Performance Max campaign. They close on the channel that should come before either of them, which is email. This is part one of two. A second Black Friday episode follows in mid-October. Tools & Resources Mentioned: - SE Ranking: https://seranking.com - Keyword research and rank tracking. The tool Charles moved to earlier this year and uses for Black Friday keyword research. - Google Search Console: https://search.google.com/search-console - Used to request re-indexing when the collection page metadata changes at each stage. - Google Merchant Center: https://merchants.google.com - Where the Black Friday promotion has to be submitted for it to appear in Shopping ads. About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's newsletter "In The Search Trenches" for monthly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ Charles Travers https://www.charlestravers.com https://www.linkedin.com/in/charlestravers https://www.instagram.com/charlesltravers Jimmy Dalgleish https://www.snapbackmedia.com.au https://www.linkedin.com/in/jimmydalgleish Watch the full episode on YouTube: https://youtu.be/cLBdfdcqZiY #blackfriday #blackfridaymarketing #ecommerce #shopifyseo #googleads #ecommercemarketing #shopifymarketing #collectionpages #merchantcenter

  3. Sep 17

    EMC #29: Why Ecommerce Store Owners Are Sleeping on Podcasts as a Marketing Channel

    Most ecommerce brands are investing heavily in Meta and Google. and completely ignoring one of the best content channels available to them. Welcome to Ecommerce Marketing Chats with Charles Travers (Ecommerce SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Charles and Jimmy open by sharing why the show is evolving. moving from weekly ad-hoc chats to specific deep-dive topics that are more likely to get discovered, shared, and cited across AI search platforms. They then make the case for why ecommerce store owners should seriously consider podcasting as a marketing channel, covering two practical strategies: documenting your founder journey in public, or building a podcast for the audience that buys your products rather than about your business itself. They also cover how podcast syndication creates natural backlinks without any extra effort, how one recording can be repurposed into reels, clips, and ads, and how to get started with the tools they use to run the show. Tools & Resources Mentioned: - Riverside: https://riverside.fm - Recording, hosting, and syndication platform used to publish across Apple Podcasts, Spotify, YouTube, and more. Affiliate link available for those wanting to support the show. About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's newsletter "In The Search Trenches" for monthly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ Watch the full episode on YouTube: https://youtu.be/fG3KEmz3Pho?si=7sc8sp_jJQtijmBh #ecommercepodcast #ecommerce #shopifymarketing #contentmarketing #ecommercemarketing #podcastingstrategy

  4. Sep 4

    EMC #28: If You Don't Know Your Numbers, You're Probably Losing Money. Here's What to Fix First

    If you can't tell your Google Ads manager what return on ad spend you need to be profitable, you're probably already losing money. Welcome to Ecommerce Marketing Chats with Charles Travers (Ecommerce SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Jimmy opens with a pattern he's seeing on new client calls. ecommerce store owners who can't define their margin targets or profitability thresholds, even when their ad account looks healthy on the surface. It's become a red flag he screens for before taking on new clients. Charles then shares the Claude Code workflows he's built to automate weekly site audits, monitor redirects across large stores, manage blog content schedules via Google Sheets and Slack, and pull everything into a single SEO command centre. They also cover Black Friday preparation as a preview of dedicated episodes coming soon, including Charles's three-stage Black Friday SEO collection page strategy, Jimmy's coupon code vs automatic discount insight, push notification list building, and a couple of apps worth adding to your Black Friday stack. About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's newsletter "In The Search Trenches" for monthly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ Watch the full episode on YouTube: https://youtu.be/8qr7cih157o?si=gHNyOhBX2oIHVa2w #ecommerce #shopify #blackfriday #shopifyseo #googleads #ecommercemarketing #claudecode

  5. Aug 13

    EMC #27: Why Going After Broad Niches Is Killing Your Ecommerce Store Before It Starts

    Going after broad competitive niches too early is one of the most common ways ecommerce stores struggle to get traction. here's a better approach... Welcome to Ecommerce Marketing Chats with Charles Travers (Ecommerce SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Jimmy opens with a practical win from a student who used the Google Merchant Center price benchmark report to spot a pricing gap, adjusted a $2,000 product, and made a sale within 5 minutes of the call ending. Charles then shares an audit finding from a large store where expired sale collection pages were still live, indexed, and ranking on Google long after the discounts had ended. The bulk of the episode is a deep dive into niche targeting strategy. why going after broad categories too early puts you up against brands with massive audiences and budgets, how targeting specific demographics with the same product dramatically improves conversion rates, and how to use niche content and landing pages to build authority before attacking the broader category. About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's newsletter "In The Search Trenches" for monthly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ Watch the full episode on YouTube: https://youtu.be/rBNuuSyvszY

  6. Aug 7

    EMC #26: Why Relying on One Traffic Channel Is a Risky Way to Run an Ecommerce Business

    Three out of four students who used AI inside their Google Ads accounts tanked their tracking. here's what happened. Welcome to Ecommerce Marketing Chats with Charles Travers (Ecommerce SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Jimmy opens with a cautionary story about students in his coaching community who followed AI recommendations inside their Google Ads accounts without the knowledge to push back, with three out of four seeing significant damage to their tracking and results. The core lesson: Google's goal is to sell you clicks. your goal is to buy profit. Those two things don't always align. Charles then covers a new Google Search Console feature that lets you add social media profiles as properties and see exactly which search queries are driving traffic to your YouTube, TikTok, Instagram, and X content. They also dig into why most ecommerce stores are dangerously over-reliant on Meta and Google as their only traffic levers, covering the full range of channels worth exploring including Reddit ads, Bing shopping listings, push notifications, email marketing, digital PR, and why brand consistency across platforms is becoming critical for AI search visibility. About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's newsletter "In The Search Trenches" for monthly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ Watch the full episode on YouTube: https://www.youtube.com/@EcommerceMarketingChats #ecommerce #shopify #shopifyseo #googleads #ecommercemarketing #trafficsources #aisearch

  7. Jul 30

    EMC #25: From 30K to 150K a Month. What One Ecommerce Founder Did Differently

    One student. 30K to 150K a month. since February. what made the difference? Welcome to Ecommerce Marketing Chats with Charles Travers (Ecommerce SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Jimmy shares the story of a student in his coaching community who has gone from 30K to 150K a month since joining in February, and what separates that level of execution from everyone else. They get into the concept of level 10 skills on a level 2 opportunity, why AI is widening the gap between fast and slow executors, and what happens when a founder with exceptional execution finally finds the right product. Charles also shares how he automated 35 Instagram reels from the podcast archive using Claude Code, with the system now running weekly without any manual input. About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's newsletter "In The Search Trenches" for monthly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ Watch the full episode on YouTube: https://youtu.be/p6aXVbf3xpk #ecommerce #shopify #ecommercemarketing #claudecode #ecommercegrowth #shopifyseo #aitools

  8. Jul 16

    EMC #24: AI Is Making Everyone Busier. Here's Why That's a Problem...

    AI was supposed to give you your time back. so why is everyone busier than ever? Welcome to Ecommerce Marketing Chats with Charles Travers (Ecommerce SEO Consultant) and Jimmy Dalgleish (Google Ads specialist). Jimmy opens with something a lot of people aren't saying out loud: AI hasn't freed up anyone's time. it's just made everyone do more. Charles adds a cautionary note on quality, from guest pitch emails that are word for word identical to blog content uploaded without any formatting check. The lesson: AI gets you 80% there fast. the last 20% is where most brands are cutting corners. They also dig into why large SKU store owners shouldn't envy dropshippers, how one supplement brand doubled revenue by lifting conversion rate from 3% to 6.5% without touching the ad budget, and why organic social might be the most underused growth channel for ecommerce right now. About the Hosts: Charles Travers specialises in Ecommerce SEO & AI Search for DTC brands, while Jimmy Dalgleish is a Google Ads expert with 12+ years scaling ecommerce businesses. Free Resources: Subscribe to Charles's newsletter "In The Search Trenches" for monthly SEO and AI Search insights: https://www.charlestravers.com/in-the-search-trenches-newsletter Connect With Us: Join our Facebook community: Shopify Marketing Secrets - https://www.facebook.com/groups/ecommarketingcommunity/ Watch the full episode on YouTube: https://youtu.be/GZPNN4osVNc #ecommerce #shopify #conversionrate #shopifyseo #organicsocial #ecommercemarketing

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About

Weekly E-commerce Marketing Chats with Jimmy Dalgleish and Charles Travers, providing the latest up-to-date e-commerce marketing advice to help grow your ecommerce sales.

Information

  • Creator
    Charles Travers & Jimmy Dalgleish
  • Years Active
    2025 - 2026
  • Episodes
    31
  • Rating
    Clean
  • Copyright
    © 2026 Charles Travers & Jimmy Dalgleish
  • Show Website
    Ecommerce Marketing Chats