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  • Writer's pictureMark A Preston

From E-commerce SEO to Google Discover Audits

Updated: Mar 14

In the ever-changing landscape of SEO, professionals often find their areas of interest and expertise evolving alongside industry trends and updates. My recent conversation with Lily Ray shed light on this dynamic journey, highlighting how shifts in focus can lead to new specialisations and challenges within the field of SEO. This blog post delves into Lily's experiences, from her early days working on e-commerce sites to her current focus on Google Discover audits, offering insights into the fluid nature of SEO work.


Google E-Commerce SEO

The E-commerce Beginnings


Lily's SEO career initially thrived in the realm of e-commerce, particularly within the fashion and beauty sectors. This niche offered a unique set of challenges and opportunities, allowing her to hone her skills in a highly competitive market. The appeal of working with fashion and beauty brands lies in the direct impact of SEO strategies on sales and brand visibility, making it a rewarding area for SEO professionals.


The Amazon SEO Detour


As the industry evolved, so did the platforms requiring optimisation. Lily's journey took a turn towards Amazon SEO, a testament to the platform's growing influence in the retail space. Building a team dedicated to Amazon search strategies, she navigated the distinct challenges presented by this "different animal." Despite the valuable experience gained, Lily notes her preference for more traditional SEO landscapes over the peculiarities of Amazon.


Shifting Focus to Health and Financial Sectors


The introduction of Google's Medic update, which aimed to prioritise high-quality information for health-related searches, marked another shift in Lily's focus. Working with health and financial clients, often referred to as "Your Money, Your Life" (YMYL) sectors, required a deep understanding of the nuances in delivering trustworthy and authoritative content. These projects underscored the importance of SEO in guiding users to reliable information in critical areas of their lives.


The Current Chapter: Google Discover Audits


Recently, Lily has been immersed in the world of Google Discover audits, primarily for publishers and news sites. As part of the SEO Speed wagon audit team, she explores the intricacies of ensuring content visibility in Google Discover, a feed that presents users with personalised news and articles. This niche area, focusing on how content is curated and ranked outside traditional search queries, highlights the expanding scope of SEO into new and emerging platforms.


Actionable Insights for Aspiring SEO Professionals


  1. Embrace the Journey: Be open to exploring various sectors within SEO. Each niche offers unique challenges and learning opportunities.

  2. Specialise Wisely: While it's beneficial to have a broad understanding of SEO, deep diving into specific areas can set you apart as an expert.

  3. Stay Informed: Keep up with industry updates and shifts in search engine algorithms. Tools like Google's Medic update can drastically change the SEO landscape for certain sectors.

  4. Explore Emerging Platforms: Don't limit your SEO efforts to traditional search engines. Platforms like Amazon and Google Discover are becoming increasingly relevant for diverse SEO strategies.

  5. Build a Supportive Team: Whether it's starting an Amazon SEO team or forming a group like SEO Speed wagon, collaboration and knowledge sharing are key to navigating the complexities of SEO.



Lily Ray's journey through the SEO industry exemplifies the importance of adaptability and continuous learning. From the competitive world of e-commerce to the cutting-edge field of Google Discover audits, her experiences offer valuable lessons for those looking to carve their path in SEO. As the industry continues to evolve, so too will the opportunities for SEO professionals to grow, specialise, and impact the digital world.

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