In this episode of WP Product Talk, we’re diving into an issue that more and more product owners have been struggling with over the past 9 months: how to tackle declines in your SEO.

It has been a volatile period for SEO, with seemingly-constant Google algorithm updates which have led to unpredictable ups and downs in many website owners' search rankings.

But all is not lost! Join co-hosts Katie Keith and Zack Katz as they talk to WordPress and marketing expert Patrick Rauland about how to diagnose and tackle marketing problems. He'll be sharing real-life examples on how he has done this in his own work, with actionable advice on how WordPress product owners can do the same.

🎯 Key Takeaways — What Product Owners Can Apply Right Now

1. Fix the Real Problems, Not the “SEO Tricks”

What really hit home for me was Patrick Rauland’s story about Xero Shoes — the way his team spent months fixing hundreds of “paper cut” SEO issues (broken links, weird headings, hidden H1s) and saw almost no improvement. The turnaround only came when they stopped obsessing over technical checklists and started thinking like their users.

Patrick’s lightbulb moment came from a simple Google search — realizing that customers searching “barefoot shoes” weren’t looking for a deep guide; they just wanted to see the product: color, shape, price, and a quick sense of what it is. Once Xero Shoes added a product block right on the homepage (with structured product metadata), they instantly jumped back to the #1 ranking.

Takeaway for product owners: Stop treating SEO as a mechanical game of fixes. Step back and ask: “What is the user really trying to accomplish with this search?” Then make it ridiculously easy for them to get that answer — whether that means showing product info sooner, summarizing key features above the fold, or making your calls to action clearer. Google rewards user satisfaction, not just “clean” websites.

2. Diversify Your Marketing Channels Before Google Forces You To

Zack Katz’s segment was a wake-up call — even with years of high-quality, original, human-written content at Gravity Kit, their organic search traffic dropped by over 50%. The message was clear: You can do everything right and still lose visibility when Google’s algorithms shift.

What was smart about Zack’s response — and what Katie Keith backed up with her Barn2 experience — was diversification. Zack started testing PPC again (despite his ethical reservations about Google Ads), explored Pinterest, and doubled down on YouTube. Katie added that her company’s YouTube channel has become a stabilizing force: as blog traffic dipped, video traffic filled the gap.

Takeaway for product owners: Don’t rely on Google alone to feed your business. Every healthy company needs at least two strong, independent channels — one that’s working now, and another that’s being actively built. That could mean video, newsletters, communities, marketplaces, or even affiliate partnerships — anything that keeps your business visible even when search rankings fluctuate.

3. Invest in Credibility: E-E-A-T Is the New SEO Foundation

The conversation about “E-E-A-T” — Expertise, Experience, Authority, and Trust — was another big moment. Katie shared how Barn2 completely reworked their author pages to prove real credibility: bios, author photos, social links, press mentions, and quotes from recognized experts. Patrick reinforced that Google wants to trust the sources it ranks, especially after so much AI-generated content has flooded the web.

Patrick’s advice was super practical: start with your author pages. They’re built into WordPress, they’re easy to improve, and they signal real people behind your content. Link to your real profiles, show credentials, list the tools you use, and reference third-party validation (like Trustpilot or G2). In other words: make it obvious that your content comes from an expert who’s been there.

Takeaway for product owners: SEO today isn’t just about keywords or backlinks — it’s about proving you’re legitimate. Make your authors visible, your brand trustworthy, and your expertise tangible across the web. Google — and your potential customers — will reward that authenticity.

🛠️ Tools, Platforms & Resources Mentioned

Name / LabelURLContext Mentioned InXero Shoeshttps://xeroshoes.comPatrick’s employer and real-world WooCommerce SEO example.WooCommercehttps://woocommerce.comCore eCommerce platform referenced throughout; Patrick’s former employer.Barn2 Pluginshttps://barn2.comKatie’s company; case study in SEO decline.Gravity Kithttps://www.gravitykit.comZack’s company; discussion of long-term SEO changes.Gravity Formshttps://www.gravityforms.comProduct Gravity Kit builds on; used as SEO comparison.YouTubehttps://www.youtube.comHighlighted as a growing organic marketing channel.TikTokhttps://www.tiktok.comExample of short-term “viral” social traffic.Google Ads (AdWords)https://ads.google.comMentioned as costly paid search channel.Google Search Consolehttps://search.google.com/search-consoleZack’s main SEO performance tracking tool.Google Analytics 4 (GA4)https://marketingplatform.google.com/about/analytics/Critiqued as confusing for SEO insights.Ahrefshttps://ahrefs.comPatrick’s preferred SEO tool and model for strong author pages.Surfer SEOhttps://surferseo.comAlternative SEO tool mentioned in comparison to Ahrefs.LinkedIn Learninghttps://www.linkedin.com/learning/Patrick teaches WordPress and WooCommerce courses there.Speaking in Bytes (Patrick’s Blog)https://www.speakinginbytes.comPatrick’s personal site and written version of his SEO case study.Mastering WooCommerce (Book)https://www.packtpub.com/product/mastering-woocommerce-second-edition/9781805129741Patrick’s book — “Mastering WooCommerce” (2nd edition).PostHoghttps://posthog.comAlternative privacy-friendly analytics platform Zack uses.EthicalAdshttps://www.ethicalads.ioDeveloper-friendly, non-creepy ad network Zack tested.DataTableshttps://datatables.netExample site where Zack first saw EthicalAds.WP Mayorhttps://wpmayor.comExample of paid WordPress product reviews.Trustpilothttps://www.trustpilot.comDiscussed as part of E-E-A-T / credibility strategy.G2https://www.g2.comReview platform mentioned alongside Trustpilot.Yelphttps://www.yelp.comExample of third-party listings you should claim.Ellipsis Marketinghttps://getellipsis.comKatie’s marketing agency; researching SEO and E-E-A-T.Freemiushttps://freemius.comMentioned in outro — topic of next episode.Post Statushttps://poststatus.comCredited as WP Product Talk’s community “green room.”

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