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TikTok Shop Is Not Just Bottom of Funnel Content

There is a growing idea that bottom-of-funnel content is the only content worth making for TikTok Shop. I think that completely misunderstands how people actually discover and buy products on TikTok.

I Think I Just Watched the Future of Search Happen

I’ve been building content around the idea that people will increasingly discover websites through AI rather than traditional search. Today, I watched it actually happen.

Answer Engine Optimization: Why AI Search Feels Like the Early Web Again

AI search is changing how people discover products, and for the first time in years I feel like technical affiliates have an opportunity to get ahead of much bigger retailers.

TikTok Views Suddenly Down? 5 Things to Do Before You Panic

If your TikTok views have suddenly dropped, you are not the only creator asking what is going on. Here are five sensible things to do before deleting videos, changing your strategy or assuming your account is broken.

Why I Use B-Roll Instead of Random Distractions

Some TikTok Shop affiliates cut fruit or make coffee to hold attention. I think relevant B-roll can do the same job while also helping sell the product.

The Scroll-Stopping Power of Contrast: Why Colour Matters on TikTok

Before anyone hears your hook, they’ve already judged your video. Here’s why contrast and colour can make the difference between a scroll and a view.

The Simple Reason Most TikTok Videos Fail

Why I Think Most People Are Looking at TikTok the Wrong Way

From Google Traffic to Business Value: The Evolution of "Website Visitors"

For years, website traffic was the main goal. But I learned that not all visitors are equal. My journey showed me the crucial difference between traffic numbers and true business value.

What Building Ecommerce Sites Taught Me About Product-Market Fit, Not Just Traffic

Building ecommerce websites for clients taught me early on that traffic and rankings were only half the battle. The real lesson was understanding product-market fit and customer retention.

Turning InPlay’s Market Data Into Useful AEO Content

InPlay.finance collects an enormous amount of stock market information every trading day. I’ve been building a new layer in Control Room that can understand that historical data, find genuinely interesting questions within it and use it as the evidence behind useful AEO articles.

InPlay Has Outgrown WordPress. So I’m Bringing It Into Control Room

InPlay.finance started life inside WordPress, but over the years it became a product in its own right. I’ve finally moved it into my own Control Room ecosystem, giving me a much better foundation for the next stage: turning live stock market data into genuinely useful AEO content.

TikTok Shop Affiliates Need to Stop Blaming TikTok

TikTok Shop gives affiliates access to traffic before they understand it, and that makes it very easy to blame the platform when the numbers change.

What Paying for Every Click Taught Me About True Customer Intent

My years managing Google Ads taught me that clicks don't equal sales. The real lesson was understanding true customer intent and the value of every interaction.

More Videos = More Sales? TikTok Shop Data Isn’t That Simple

When a creator posts more videos and earns more money, it is tempting to assume one caused the other. But TikTok Shop performance is affected by sales events, existing content, traffic, conversion and product demand. Numbers are useful. Understanding what caused them is far more useful.

Your TikTok Shop Sales Are Down. But Is Your Content Actually Failing?

TikTok Shop sales can fall even when your content is performing well. I track my traffic throughout every day, and August has shown me why impressions, clicks and conversion need to be looked at separately before deciding something has gone wrong.

I Spent 20 Years Chasing Google Rankings. Here’s What Actually Mattered.

After more than 20 years building and ranking websites, I’ve learned that lasting SEO success comes less from tricks and more from useful content, strong websites and understanding what people actually want.

GMV Max Is Hungry for New Videos: 5 Things TikTok Shop Affiliates Should Be Doing

GMV Max is constantly testing fresh TikTok Shop creatives. For affiliates, the opportunity is not just finding one viral winner. It is becoming the creator who consistently gives sellers strong new videos to test.

Hooking Viewers: Why Price Curiosity Caught My Eye on TikTok Shop

I've been looking at my TikTok Shop affiliate journey, and one thing that really stood out was how different video hooks performed. Specifically, hooks that played on 'price curiosity' seemed to make a significant difference.

Stop Choosing One TikTok Shop Funnel: Your Videos Should Work Together

Top-of-funnel and bottom-of-funnel TikTok Shop videos should not compete. Used together, they can move viewers from discovery to purchase.

Your TikTok Shop Video Hasn’t Failed: Sales Can Arrive Days After the Views

TikTok Shop sales do not always arrive on the same day as the views. Learn why patience matters and why daily results rarely tell the whole story.

Don’t Scale Chaos: Build a Strategy Before You Chase More Videos

Forget arbitrary upload targets. Before you try to make more TikTok Shop videos, build a strategy that’s actually worth repeating.

Demonstrate Before You Explain: The TikTok Affiliate Principle That’s Driving More Sales

The best TikTok Shop videos don’t start by explaining a product. They start by demonstrating the outcome. Here’s why “demonstrate before you explain” has become one of my biggest content principles.

My TikTok Shop Videos Are Becoming a Compounding Asset

I've been noticing that older TikTok Shop videos are continuing to generate views and sales, turning them into a valuable, compounding asset.

From Google Rankings to TikTok Algorithms

The platforms have changed dramatically, but the challenge is still the same: getting in front of the right people at the right time.

My TikTok Shop Videos Are Becoming Long-Term Assets

I've discovered that older TikTok Shop content can continue to generate views and sales long after it's first posted, turning individual videos into compounding assets.

What May Taught Me About TikTok Shop

What April Taught Me About TikTok Shop

A personal retrospective on a month of intense growth and unexpected challenges on TikTok Shop, highlighting key lessons learned through direct experience.

The More AI Can Write, the More Your Own Experience Matters

Google’s latest guidance for AI search has made me think differently about AEO. If AI can generate perfectly acceptable content about almost anything, the valuable bit is increasingly the knowledge, experience and context that only your website can provide.

What Building Websites for Local Businesses Taught Me About True Business Needs

Building websites for local businesses taught me that the site itself was rarely the whole answer. The real value was in understanding their deeper business needs.

How I Make TikTok Shop Videos: My Full Formula

Understanding the deliberate decisions behind a creator's strategy provides the strongest explanation for performance shifts on TikTok Shop, rather than relying solely on raw data.

The Printed Catalogue That Became My First Exit

How I turned a printed wholesale T-shirt catalogue into an online business, reached the top of Google and eventually sold the website to a larger competitor.