Spencer Millerberg is the Founding Partner of DetailPage, which helps brands optimize traffic and gain Amazon market share. He founded OneClickRetail, the original provider of Amazon market share data that was sold to Ascential. As an eCommerce and data analytics expert, Spencer has helped over 650 brands improve sales, margins, and search positions on eCommerce sites.

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

• [1:54] Spencer Millerberg shares his background at Amazon and Walmart and how he founded OneClick Retail before DetailPage
• [4:11] The rise of AI-driven shopping and ChatGPT’s influence on product discoverability
• [8:48] How brands can improve visibility through detailed website content and ChatGPT product feeds
• [14:30] Why most brands fail at SEO by prioritizing internal product language over customer terms
• [18:22] How adding context to product content improves discoverability
• [25:19] Using ROI dashboards to identify and optimize overlooked B SKUs
• [31:13] How DetailPage helps brands sustain organic growth and outperform competitors

In this episode…

In today’s digital marketplace, visibility is everything. With AI tools like ChatGPT shaping how shoppers discover products, brands are facing a new kind of competition — one where search optimization meets machine learning. How can companies ensure their products are recommended when customers ask AI what to buy?

According to eCommerce and data analytics expert Spencer Millerberg, the key lies in mastering both traditional and generative optimization. He urges brands to speak the customer’s language, not their internal catalog terms, and to keep content fresh to trigger algorithmic boosts. By understanding how AI prioritizes retailer and brand content, and by revisiting SEO regularly, brands can secure lasting visibility and growth.

In this episode of The Digital Deep Dive, Aaron Conant welcomes Spencer Millerberg, Founding Partner of DetailPage, back to the show to discuss AI-driven discoverability. Spencer explains why retailer content dominates AI recommendations, how quarterly content updates improve search ranking, and why optimizing neglected B SKUs drives major growth.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Spencer Millerberg on LinkedIn
• DetailPage

Quotable Moments:

• “About 61% of customers are using AI to shop now.”
• “Retailer content actually has become the highest weighted source for these AI recommendations that you have.”
• “You got to have the why in order to match up.”
• “If you're going to remodel your kitchen, don't just take care of the sink.”
• “We're seeing about a 17% average lift on organic search when customers optimize for GEO and SEO.”

Action Steps:

1. Audit and update your SEO content quarterly: Regular updates keep your listings aligned with changing search algorithms and customer behavior. Fresh content also earns a temporary bump in visibility from major retailer platforms.
2. Optimize for both SEO and GEO (Generative Engine Optimization): Balancing search engine keywords with generative AI context ensures your products are discoverable across Google, Amazon, and ChatGPT. This dual strategy strengthens visibility in traditional and AI-driven recommendations.
3. Focus on your B SKUs: Mid-performing products often have untapped potential and can drive major growth when optimized. Prioritizing these SKUs boosts sales without relying solely on top sellers.
4. Use customer language, not internal product terms: Writing listings the way customers actually search bridges the knowledge gap. This shift improves discoverability and aligns your brand with search intent.
5. Leverage retailer and brand site content strategically: Ensure both your retailer listings and brand pages contain rich, structured product data. These are the highest-weighted sources AI tools and LLMs use for product recommendations.

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.