Serge Bezborodov and I ran a workshop together at EcomExpo in Vilnius, called The Anatomy of an E-commerce Engine. He is CEO of EdgeComet in Greece, I came at it from Comerix in the UK.
The premise: every ecommerce website serves several audiences at once. Search engines need to crawl it. AI systems need structured, trustworthy information. Customers expect something obvious to use. Your own team needs a platform they can manage. Most stores optimise for one of those and quietly break the others.
So we took a site apart layer by layer. Serge covered whether AI can even open and read your pages. I covered what the customer actually does once they land, and what to test at each step.
I also spoke on the main stage and sat on the jury for the Baltic E-Commerce Awards. Good day, good room, and a country I was glad to be back in.
We Are Doing It Again
Serge and I are running a masterclass at BrightonSEO on 8 October. Same territory: where SEO meets the platform, and what breaks when the two are handled by people who never speak to each other.
A fuller write-up of the Vilnius sessions, with the slides and the talk recording, will follow on the event page.