{"id":1504690,"date":"2022-06-17T08:30:04","date_gmt":"2022-06-17T12:30:04","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1504690"},"modified":"2022-08-30T11:54:19","modified_gmt":"2022-08-30T15:54:19","slug":"180-marketing-founder-4-buckets-to-seo","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/180-marketing-founder-4-buckets-to-seo","title":{"rendered":"180 Marketing Founder: 4 Buckets to SEO"},"content":{"rendered":"<p>To Jeff Oxford, the founder of Oregon-based 180 Marketing, search engine optimization boils down to four buckets. Link-building, he stresses, is the priority.<\/p>\n<p>&#8220;The first [bucket] is <a href=\"https:\/\/www.practicalecommerce.com\/15-tools-for-link-building\">l<\/a>ink building from quality sites,&#8221; he told me. &#8220;You might have good content and a fast, mobile-friendly site, but you&#8217;ll likely not rank highly without backlinks.&#8221;<\/p>\n<p>Oxford founded 180 Marketing in 2013. Fast forward to 2022, and the firm consists of project managers, specialists, and link builders.<\/p>\n<p>He and I recently discussed the state of SEO in 2022. The entire audio of our conversation is embedded below. The transcript is condensed and edited for clarity.<\/p>\n<div id=\"buzzsprout-player-10809399\"><\/div>\n\t\t\t\t <script src=\"https:\/\/www.buzzsprout.com\/1995667\/10809399.js?container_id=buzzsprout-player-10809399&amp;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n<p><strong>Eric Bandholz:<\/strong> Should merchants pursue SEO?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Jeff Oxford:<\/strong> Yes, although SEO doesn&#8217;t get the publicity it used to.<\/p>\n<p style=\"padding-left: 30px;\">Google has its official guidelines, which state certain things you should do to optimize organic search rankings. These include creating great content and having a user-friendly and mobile-optimized website.<\/p>\n<p style=\"padding-left: 30px;\">The opposite is so-called black hat SEO, such as keyword stuffing, invisible fonts, self-generated links from forums, comment posts, and similar.<\/p>\n<p style=\"padding-left: 30px;\">I can simplify effective SEO into four buckets. The first is <a href=\"https:\/\/www.practicalecommerce.com\/15-tools-for-link-building\">link building<\/a> from quality sites. You might have good content and a fast, mobile-friendly site, but you&#8217;ll likely not rank highly without backlinks.<\/p>\n<p style=\"padding-left: 30px;\">The next bucket is content. Original, well-written blog posts and product descriptions are essential for merchants looking to rank organically. Never use manufacturers&#8217; descriptions of products.<\/p>\n<p style=\"padding-left: 30px;\">Next is page optimization \u2014 title tag, header tags such as H1 and H2, and image alt tags.<\/p>\n<p style=\"padding-left: 30px;\">The last bucket is technical SEO. A site should be easily crawled by search bots, have no duplicate content, and, importantly, be fast-loading. Organic rankings in Google are now &#8220;mobile-first.&#8221; So a mobile-friendly site is critical.<\/p>\n<p><strong>Bandholz:<\/strong> Say I&#8217;m looking to outsource SEO. What questions should I ask a prospective firm?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Oxford:<\/strong> Inquire about how the firm builds backlinks. Do they have examples? Can they explain their strategies and expectations? Ask about their content capabilities.<\/p>\n<p style=\"padding-left: 30px;\">Link building is the most important. It&#8217;s hard to get other sites to link to you. Changing a site&#8217;s structure or content is relatively easy. Enticing links is not. A newer site with lower domain authority will not rank well without backlinks.<\/p>\n<p style=\"padding-left: 30px;\">As for content creation, an SEO company should research keyword opportunities and provide a list of the top topics to address. The firm should assemble a content brief explaining what questions to answer and what keywords to include.<\/p>\n<p><strong>Bandholz:<\/strong> How can merchants generate backlinks themselves?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Oxford:<\/strong> Offering products that people love will naturally <a href=\"https:\/\/www.practicalecommerce.com\/commerceco-recap-a-process-for-seo-link-building\">attract backlinks<\/a>. So selling quality goods is the first step. Requesting product reviews from bloggers could be effective, too, although exchanging reviews for free samples is technically disallowed by Google.<\/p>\n<p style=\"padding-left: 30px;\">Guest posting is another method. Find a relevant site with a good reputation. Write an article that includes links to your product pages. Then approach the editor for publication. Be careful with guest posting, though. People will buy a blog and turn it into a guest posting farm, where 100% of the articles are just guest posts.<br \/>\n<\/p>\n<p style=\"padding-left: 30px;\">Podcasts are another strategy. Research the notable podcasts in your industry and offer to appear as a guest. Then request a backlink when the episode goes live.<\/p>\n<p style=\"padding-left: 30px;\">You can sometimes turn discount codes into links. Promote the code to related blogs and websites to attract backlinks.<\/p>\n<p><strong>Bandholz:<\/strong> How can merchants learn SEO to <a href=\"https:\/\/www.practicalecommerce.com\/10-do-it-yourself-seo-tips-to-save-money\">do it themselves<\/a>?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Oxford: <\/strong>One of my favorite resources for beginners is Backlinko. It provides easy-to-learn, useful SEO information for beginners \u2014 all free. Another great resource is Ahrefs. They have an excellent blog with actionable content and a good YouTube channel that breaks concepts down step-by-step.<\/p>\n<p><strong>Bandholz:<\/strong> How can listeners reach out to you?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Oxford:<\/strong> Our website is <a href=\"https:\/\/www.180marketing.com\/\">180marketing.com<\/a>. I&#8217;m on <a href=\"https:\/\/www.linkedin.com\/in\/jeffox4d\/\">LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Search engine optimization for ecommerce boils down to four buckets. That&#8217;s according to Jeff Oxford, founder of 180 Marketing, an Oregon-based firm.<\/p>\n","protected":false},"author":718,"featured_media":1504691,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58320],"tags":[30006],"class_list":["post-1504690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-link-building","tag-podcasts",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>180 Marketing Founder: 4 Buckets to SEO - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Search engine optimization for ecommerce boils down to four buckets. 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