Interviewers: Today, we’re speaking with Sonia*, an SEO and digital marketing consultant specializing in the e-commerce sector. She’ll share how automation and artificial intelligence are influencing her operational strategies. Welcome, Sonia! Could you tell us about your work and how you integrate AI into your processes?
This interview is part of a study conducted by Jonathan and Ylenia on the use of new AI tools among professionals and entrepreneurs in various sectors. The names of the interviewees have been changed to protect their privacy.
Sonia: Hi, thank you for having me! I’m an SEO consultant, and while my primary focus is on e-commerce, I also collaborate with companies outside of online retail. My role revolves around SEO, but my approach is much broader—offering holistic digital marketing consultancy. When I begin working with a new client, I typically start with an SEO audit, but I extend my services to include advice on other digital channels to create a more integrated and optimized strategy.
Automation and artificial intelligence have become vital to my work, particularly because they enable me to streamline repetitive tasks and manage large amounts of data more efficiently.
For instance, I leverage automation tools to perform keyword and competitor analyses. These are tasks that would otherwise consume significant time if done manually. With AI, I can access faster, more accurate insights, allowing me to focus on crafting tailored strategies and delivering high-value solutions.
Expanding the Role of an SEO Consultant
Interviewers: So, your role extends beyond just SEO, evolving into a more strategic consultant role, correct?
Sonia: Exactly! My responsibilities go beyond search engine optimization. While I handle operational SEO, I also assist clients in addressing other business challenges, such as customer care, logistics, and internal process optimization. I often recommend tools or software that enhance efficiency and sometimes provide advice on reorganizing workflows, especially for larger e-commerce businesses.
Smart Search: Enhancing User Experience
Interviewers: That’s fascinating. Can you share how you improve user navigation and the overall experience on websites?
Sonia: One example is the use of smart search functionality. On e-commerce sites with thousands of products, users can struggle to locate what they need. I recommend tools like Clerc.io or Cliveo, which use semantic search to suggest products even when the search terms are incomplete or inaccurate—similar to Google. For example, if a user enters a partial or misspelled term, these tools interpret it and still offer relevant product or category suggestions.
Understanding AI vs. Automation
Interviewers: Are these tools powered by artificial intelligence?
Sonia: Yes, but it’s more about advanced automation and semantic data processing rather than true artificial intelligence. For some features, such as natural language processing (NLP), you could classify it as AI. However, in most cases, it’s sophisticated automation based on user data.
Challenges in SEO: Repetitive Tasks and Automation
Interviewers: What are the most time-consuming tasks in your role that you wish could be fully automated?
Sonia: Handling client requests and conducting detailed SEO analyses are the most resource-intensive. There are times when I have multiple audits to deliver, and creating just one comprehensive analysis can take weeks. Tasks like competitor analysis and trend research also consume a lot of time, especially when dealing with large datasets. I’ve started using tools like Perplexity and ChatGPT to accelerate data gathering, but achieving full automation is still a challenge requiring advanced tools and technical expertise.
Automating Market Analysis
Interviewers: Market analysis seems like a complex task. Can it be automated, or does it still require significant manual input?
Sonia: It’s partially automatable. Market analysis covers various activities—statistical data, competitor positioning, industry trends, and more. Tools like SEMrush and SEOZoom help with SEO-specific insights, while platforms like Talkwalker assist with social listening. These tools can streamline data collection, but human analysis is crucial for interpreting and tailoring the results to meet a client’s specific needs.
Automating Keyword Analysis and Reporting
Interviewers: Keyword analysis and reporting seem like repetitive but essential activities. Have you considered automating these tasks?
Sonia: Absolutely. Reporting is one of my most repetitive responsibilities. For example, one client specializing in personalized shoes experiences seasonal sales spikes, requiring frequent updates on keyword performance to assess the impact of SEO efforts. Automating custom reporting would save a lot of time. I currently rely on tools for assistance, but building a fully automated solution would require API integration and advanced programming skills.
Case Study: Increasing Average Cart Value with Recommendations
Interviewers: Have you implemented any specific automation systems for e-commerce optimization?
Sonia: Yes! I integrated a recommendation system for a large e-commerce platform, similar to Amazon’s. These systems suggest complementary or alternative products, and the results were remarkable. Over two years, the average cart value increased by 70%. These recommendations guide users toward additional purchases, significantly boosting overall revenue.
AI in Customer Care: The Role of Chatbots
Interviewers: That’s impressive! What’s your perspective on using chatbots for customer support?
Sonia: It depends on the e-commerce model. In general, customer care is one of the pillars of e-commerce success, and direct contact with human agents often remains a valuable asset. Chatbots are excellent for handling frequently asked questions but fall short in more complex scenarios. For B2B clients managing large catalogs, chatbots can work effectively, but for brands focused on personalized customer relationships, human interaction is irreplaceable.
AI Tools for the Future of Digital Marketing
Interviewers: One last question: Are there AI tools you’d like to use but currently find out of reach?
Sonia: Definitely. For instance, Talkwalker is fantastic for tracking social media sentiment and brand mentions but is costly. Similarly, tools like SimilarWeb for market analysis or advanced SEMrush subscriptions offer incredible features but come with a high price tag.
We thank “Sonia” for giving us insight into how automation and artificial intelligence are influencing e-commerce. This journey will continue with more interviews, exploring innovative solutions and discovering how AI can optimize professional practices in various sectors.
Key Takeaways: Questions and Answers
- Question: How does AI help manage searches on e-commerce platforms?
Answer: By implementing “smart search” to suggest products based on synonyms and associations, improving the user experience. - Question: Where can SEO consulting benefit from automation?
Answer: In keyword analysis and reporting, speeding up tasks that would otherwise be repetitive. - Question: What are the current limitations of AI in customer care?
Answer: In B2C, the added value of human assistance is still indispensable for enhancing the customer experience. - Question: How can AI improve product presentation?
Answer: By integrating explanatory videos into product pages, visually answering FAQs to build trust and improve customer experience.
Conclusions
Now that you’ve read this interview, you can:
- Share your opinion by leaving a comment below!
- Participate in our study by getting interviewed… Contact us!
- Request a consultation on how to integrate AI into your professional activities.
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