January's organic traffic slump is coming. Thanks, Google Core Update

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Hey Superstar!

Looking forward to some government-approved, pre-2025 reflection time? Today’s newsletter will help make the reflection season more productive.

You might not need it now, but save this/share with your team as it contains an action plan to help your team not panic if your store gets hit in January. I cover:

• Google's (nasty?) December surprise

• Growth hack: How to leverage the entire ecosystem for organic traffic

• Weekly challenge: Your first power move for 2025

• What's trending? ADHD chairs

Already noticed an organic traffic slump?

You probably have Google’s December spam update to thank.

This update came just a week after December’s core update, making it two algorithm shake-ups in quick succession. And some Shopify store owners seem to have taken a hit with this one.

Combined with the historical ‘slowness’ of January, you might notice even less organic traffic in the first few weeks of January.

What to do now: Don’t panic (yet). Assess the damage, optimize what you can (more on this below), and double down on what’s working.

Growth Hack: Leverage the entire ecosystem, not just search

While it would be nice to just break up with Google, it’s an abusive relationship. Google still maintains the leading organic traffic market share, even after all these years.

So the question is: can you leverage other parts of the Google ecosystem to make up for your losses?

Short answer: yes. Here’s how.

Create videos for YouTube. Google shows YouTube videos in its search results. So if your store is denied a position in organic search results, you can reclaim that spot with a YouTube video.

Also, you can take advantage of YouTube’s partnership with Shopify earlier this year, which allows you to tag content creators in your videos.

Even experts believe that ranking on YouTube is faster and easier than on Google (even though Google’s organic search allegedly delivers more consistent traffic in the long run). So, why choose one when you can have both?

So, if you’re not creating videos yet, start now. And it’s not as hard as you think, thanks to AI (more on this below)

Weekly Challenge: Create a powerful Social SEO strategy for 2025.

You will 5 - 10x your organic traffic by gaining traffic from Google, YouTube, and other social media… all at the same time. Here’s your game plan:

1. Open Search Console.

2. Filter for the last 28 days.

3. Export your keyword data.

4. Identify keywords ranking in positions 3–20

5. Use AI to create product demos for these items. (Step-by-step guide here)

6. Livestream these videos on YouTube/TikTok/Insta. (Step by step guide here)

7. Optimize every page for these keywords.

Want to assign this to your VA? Use this free tracking sheet to track progress. (Just make a copy, then paste your store keyword queries. If you need help, just reach out, free)

Trending Product: ADHD Chairs

ADHD chairs are special chairs designed for people with ADD/ADHD. They offer subtle movement to help users stay focused and alert.

They are trending because:

• TikTok loves them: The top ADHD chair video has racked up 18M views.

• Amazon loves them too: One top-selling ADHD chair makes $38K/month.

How to leverage this trend

• Test other ADHD products riding the ADHD wave, such as ADHD planners, ADHD toys

• Create ADHD-friendly versions of your existing products and test with a small ad budget

• Partner with ADHD apps to put these products in front of their users

That’s it for this week’s updates! If you’re enjoying these newsletters, forward this to a friend and let’s grow together. 🚀

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