Jordan Brannon is the Co-founder and President of Coalition Technologies, a full-service digital marketing agency specializing in eCommerce, SEO, paid search, and web development. He leads teams that develop strategies to help brands improve search visibility, attract customers, and grow online revenue. With expertise in AI-powered search and emerging shopping experiences, Jordan helps businesses navigate changes in consumer discovery and digital commerce. A frequent industry speaker, he shares insights on SEO and the future of digital marketing.

Here’s a glimpse of what you’ll learn:

• [1:45] Jordan Brannon’s role at Coalition Technologies and the agency’s expertise in SEO, paid search, and eCommerce
• [6:32] How AI search intercepts traditional traffic, complicating SEO performance metrics and click-through rates
• [11:22] Jordan’s strategies for boosting holiday search visibility through fresh content and realistic performance expectations
• [14:46] Why traditional SEO remains essential for AI search rankings and brand visibility
• [19:06] The rise of ChatGPT-focused marketing and Jordan’s approach to increasing AI-driven referrals and revenue
• [23:11] How AI compresses the customer journey and reshapes product discovery and purchasing decisions
• [28:10] Jordan’s insights into agentic commerce, unified AI shopping carts, and purchases without website visits

In this episode…

AI is transforming how consumers discover and purchase products, challenging traditional eCommerce search strategies. With AI-powered recommendations and shopping experiences increasingly bypassing brand websites, how can businesses maintain visibility and drive sales?

Jordan Brannon, an expert in eCommerce SEO and AI-driven search, explains that brands must look beyond traditional rankings to understand how AI is intercepting search traffic and influencing sales. Even strong SEO performance can result in fewer clicks as AI Overviews and chat platforms answer questions directly. Jordan recommends maintaining traditional SEO fundamentals, refreshing valuable content, and strengthening brand reputation to improve AI search visibility. As shopping journeys become shorter and more automated, businesses must focus on reaching customers wherever product discovery and purchasing happen.

In this episode of The Digital Deep Dive, Aaron Conant talks with Jordan Brannon, Co-founder and President of Coalition Technologies, about AI’s impact on eCommerce search and shopping. Jordan explains how AI affects search traffic, why traditional SEO still matters, and strategies for improving brand visibility. He also explores ChatGPT marketing, evolving customer journeys, and the rise of agentic commerce.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Jordan Brannon on LinkedIn 
• Coalition Technologies

Quotable Moments:

• “You won't even know that some of these visits are coming from ChatGPT.”
• “The main reason you're running ads is probably just to try and own some more real estate.”
• “I think you can do well and rank consistently in a prompt response and make some money from it.”
• “We were focused really on bottom of funnel up, like, where is that transaction happening?”
• “We've already got transactions where they have never touched that consumer except through a product feed.”

Action Steps:

1. Audit search performance beyond rankings: Comparing impressions, click-through rates, and revenue helps identify where AI search experiences may be intercepting organic traffic.
2. Refresh high-performing content: Updating valuable content with timely information can improve AI search visibility during key eCommerce shopping periods.
3. Strengthen traditional SEO strategies: Maintaining strong search rankings and building brand reputation helps businesses stay visible across traditional and AI-powered search platforms.
4. Monitor AI-driven product discovery: Testing how ChatGPT, Gemini, and other AI platforms recommend products helps brands identify visibility gaps and improve their positioning.
5. Prepare for website-free purchases: Optimizing product feeds, checkout processes, and attribution tracking helps brands capture sales as AI increasingly handles the shopping journey.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

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