The Ecommerce Revolution Podcast #51 | With Jairo Guerrero, Co-founder of Growth Hackers
As we close out the year, panic continues to prevail in marketing.
People are asking:
Is SEO dead?
Do keywords still matter?
Should I be optimizing for ChatGPT instead of Google?
In this episode of The Ecommerce Revolution Podcast, I sat down with Jairo Guerrero, co-founder of Organic Hackers, to unpack what’s really happening in the world of AI-powered search and what ecommerce founders should actually do about it.
This conversation wasn’t theoretical. It was practical, opinionated, and grounded in real experiments Jairo is running with clients right now.
Here are the biggest takeaways and where to hear them in the episode.
Welcome to episode #51 of The Ecommerce Revolution Podcast. Each week, we feature a guest who’s an expert in their field to share real strategies to help you launch, grow, and win in commerce. If you want support on your journey, join our community of hundreds of entrepreneurs and get access to content, coaching, workshops, and a private network of fellow ecommerce entrepreneurs.
1. GEO is not a replacement for SEO. It’s an expansion.
(00:09:53 – 00:14:31)
Jairo is very clear on this point:
If you stop doing traditional SEO because “AI search is the future,” you’re making a mistake.
GEO, AEO, AI search… whatever acronym wins, they all still rely on the same foundation:
Good content
Clear intent
Strong brand signals
A site that actually helps people
The difference is not what you do, but where your content shows up and how fast relevance matters now.
“It’s not a new set of tasks. It’s the same work, but the market just got a lot bigger.”
2. AI tools break long prompts into simple search queries
(00:06:19 – 00:08:44)
One of the most misunderstood ideas about AI search is how “smart” it really is behind the scenes.
You might type a massive prompt into ChatGPT.
But the model:
Breaks it into smaller queries
Runs search behind the scenes
Pulls from Google, Bing, and other sources
Reassembles the answer
Which means if your content doesn’t answer real search intent, AI won’t magically save you.
This is why SEO fundamentals still matter.
3. Evergreen content matters less than relevance right now
(00:10:38 – 00:12:16)
This is a big shift.
Traditional SEO rewarded evergreen, long-lasting content.
AI search favors:
Recent insights
Timely commentary
Fresh perspectives
Jairo explains how publishing content tied to what’s happening now increases your chances of being quoted in tools like ChatGPT and Perplexity.
Speed and relevance are now competitive advantages.
4. “Content-market fit” beats volume every time
(00:20:44 – 00:24:54)
This was one of the most actionable moments in the episode.
Jairo shared a story of a company that published 300 articles with no results.
After refocusing on:
Who their ICP (ideal client profile) actually was
What problems those people were trying to solve
Where search demand actually existed
They saw growth after just five to ten pieces of content.
He calls this content-market fit.
And if you skip it, no amount of AI tools will help you.
5. Keywords still matter, but intent matters more
(00:26:21 – 00:33:38)
Keyword research is not dead.
It’s just misunderstood.
One page can rank for thousands of related queries if:
The intent is clear
The topic is clustered properly
The content actually answers questions
Tools mentioned:
AnswerThePublic – for understanding how people phrase questions
People Also Ask – for uncovering related intent
Keywords are just the starting point. Intent is the strategy.
6. Google is still the most transactional platform
(00:34:17 – 00:37:16)
This insight got our attention.
Jairo ran tests where:
His client ranked well on Google
But did not appear at all in ChatGPT
Why?
Because ChatGPT avoided content with clear commercial intent in sensitive industries.
The takeaway for ecommerce founders:
AI tools are great for discovery and research
Google still drives buying behavior
If you sell products, abandoning Google would be a costly mistake.
7. Backlinks without context are losing value
(00:38:24 – 00:40:56)
AI models don’t just count links.
They read context.
Mentions in:
Podcasts
News articles
Newsletters
Social platforms
Create stronger signals than a random link buried in a paragraph.
This episode itself is an example of contextual authority building.
8. Multi-channel visibility beats single-site publishing
(00:43:54 – 00:45:36)
Publishing only on your website is no longer enough.
Jairo’s recommendation:
Publish once
Repurpose everywhere
Leave a footprint across platforms
Social posts, podcasts, newsletters, and video all feed the AI ecosystem.
Visibility compounds.
9. Ecommerce sites should fix three things immediately
(00:46:37 – 00:50:33)
If you sell products online, Jairo recommends starting here:
Navigation that mirrors how people search
Customer reviews as on-page content
Frictionless conversion experience, especially on mobile
These changes help both humans and machines understand your store.
10. The future is agent-driven commerce
(01:01:45 – 01:03:48)
Jairo believes the next major shift is not humans searching at all.
It’s AI agents:
Searching
Comparing
Buying
Transacting on our behalf
When that happens, simplicity wins.
Clean data, clear structure, and machine-readable experiences will matter more than flashy design.
Where to find Jairo
Organic Hackers:
https://organichackers.com
Newsletter:
https://the.organichackers.com
If you’ve been wondering whether AI search changes everything or just changes the rules, this episode will give you clarity and a plan. Please share it with a friend.
