Jeff Oxford is my go-to interview for ecommerce web optimization. The founding father of Oregon-based 180 Advertising, an company, Jeff first appeared on the podcast in 2022 when he addressed web optimization’s “4 buckets.” I invited him again late final yr to clarify AI’s impression on search visitors and the way retailers can adapt.
On this our newest interview, he shared optimization ways for ChatGPT, with a caveat: Google’s AI Mode might ultimately dominate.
All the audio of our dialog is embedded under. The transcript is edited for size and readability.
Eric Bandholz: Welcome again. Please introduce your self.
Jeff Oxford: I’m the founding father of 180 Advertising, an company focusing solely on ecommerce web optimization. An enormous a part of that recently has been serving to manufacturers navigate AI-driven search.
We work with seven- and eight-figure ecommerce corporations, serving to them develop natural visitors and conversions via the basics — search, content material, hyperlink constructing — and now layering in what I name “AI web optimization.” Mainly, optimizing so that you present up in locations like ChatGPT and different massive language fashions.
I’ve labored in ecommerce web optimization for about 15 years. I ran my very own ecommerce websites earlier than then, however I realized I’m higher at advertising than operations. So I shifted into ecommerce web optimization. Over the previous yr, I’ve targeted closely on ChatGPT and AI-driven web optimization as a result of it’s altering how folks uncover merchandise.
There’s confusion round what to name this new self-discipline. Entrepreneurs usually say “AI web optimization.” The web optimization neighborhood prefers “GEO,” which stands for Generative Engine Optimization. I’ve additionally heard “AEO” for Reply Engine Optimization and “LLMO” for Massive Language Mannequin Optimization. I choose the simplicity of AI web optimization. My crew focuses on the place conventional web optimization and AI-powered optimization overlap so manufacturers can profit from each.
Premium ecommerce manufacturers face an uphill battle with Google. Larger costs usually result in increased bounce charges, and Google responds by pushing these websites off web page one, no matter high quality. ChatGPT, nevertheless, focuses on semantic relevance and attracts from a number of sources. Some retailers are actually seeing extra conversions from ChatGPT than from conventional Google search.
Bandholz: Is ChatGPT the Google of AI web optimization?
Oxford: Sure. We work with many ecommerce websites, giving us a broad information set. Once we assessment analytics for AI-driven referrals, about 90% come from ChatGPT. Perplexity is often second, adopted by Claude and Gemini.
However monitoring efficiency is way more durable than with Google. Conventional web optimization is straightforward to measure — Shopify or Google Analytics clearly exhibits natural search visitors and income. ChatGPT works otherwise. Customers ask a query, get suggestions, and will or might not click on via instantly.
Typically, they copy the product or model identify and search it on Google. That habits means ChatGPT hardly ever seems in analytics as a referral supply. As a substitute, its affect exhibits up as branded search visitors, which makes attribution tough.
Bandholz: Are corporations shifting towards direct gross sales inside ChatGPT?
Oxford: Shopify and OpenAI introduced a collaboration for direct checkout via ChatGPT, however I haven’t seen it extensively carried out. Shopify retailers will ultimately enable prospects to buy instantly inside ChatGPT. Stripe retailers could have related choices via new instruments that permit builders allow in-chat transactions.
Nevertheless, I’m unaware of any monitoring instruments — no equal of Google Search Console or Bing Webmaster Instruments. Until ChatGPT introduces promoting, there’s little incentive to construct detailed analytics. If adverts develop into a part of the platform, I might see them including conversion pixels and efficiency monitoring, however that’s speculative.
Trying forward, I believe Google’s AI Mode might in the end dominate. ChatGPT accounts for roughly 90% of AI-driven search referrals, however Google is positioning AI Mode as the long run. It started as a beta characteristic, moved into the principle interface, and now seems as an “AI” tab alongside photos and movies and within the Chrome search bar. If person engagement stays sturdy, Google might ultimately make AI Mode the default over conventional search outcomes.
Regardless of ChatGPT’s development, Google search visitors hasn’t declined. Research present that Google search quantity has elevated barely. ChatGPT holds only one–2% of the search market share — lower than DuckDuckGo. Google nonetheless instructions the overwhelming majority of precise information-seeking queries.
Bandholz: How do I get Beardbrand rating in ChatGPT?
Oxford: All AI search instruments run on LLMs. Simply as conventional web optimization focuses on Google, we concentrate on ChatGPT as a result of it holds the most important share of AI-driven discovery. Enhancements made for ChatGPT often assist throughout the opposite platforms.
The method begins with immediate analysis, just like key phrase analysis. Goal prompts tied to high-volume transactional key phrases — akin to “greatest beard oil” or “the place to purchase beard oil.” Informational prompts like “what’s beard oil” are too top-of-funnel to transform. When you establish the core prompts, optimize your web site round them.
Start along with your About web page. The primary sentence ought to clearly state that Beardbrand is a number one supplier of beard oil. Preserve your model voice afterward, however readability within the opening line helps LLMs perceive your core identification.
Subsequent, optimize class and product pages with conversational FAQs, detailed specification tables, clear distinctive promoting factors, and outlined use instances or goal audiences. These parts assist LLMs parse and match your merchandise to person prompts.
For weblog posts, embody professional quotes, statistics, citations, and easy language. Replace previous items. Recency closely influences whether or not ChatGPT cites a web page. Nevertheless, keep a hyper-focused web site — take away outdated or off-topic content material to enhance your chance of being referenced in AI search outcomes.
Bandholz: What else ought to we all know?
Oxford: The most important takeaway is that AI web optimization depends closely on model mentions, just like how conventional web optimization depends on hyperlink constructing. In AI search, these mentions — usually referred to as citations — strongly correlate with whether or not ChatGPT recommends your merchandise. Your first step is discovering “greatest beard oil” articles throughout the online, particularly these ChatGPT regularly cites. Then work to get your merchandise included.
Ship samples, supply substantial affiliate commissions, and settle for break-even on these gross sales if it will increase your presence in authoritative lists. These citations can meaningfully affect ChatGPT’s product suggestions.
Digital public relations additionally helps. Create information or tales journalists need to reference — for instance, statistics about beard traits, grooming habits, or shopper preferences. Distinctive information tends to get picked up, producing high-value model mentions.
One other useful software is Qwoted. It’s just like Haro however with a paid mannequin that filters out spam, so journalists actively use it. Reporters from Forbes, Inc., HuffPost, and even The Wall Road Journal publish requests for professional quotes. Ecommerce founders can simply reply to matters akin to tariffs, AI adoption, and hiring. These quotes usually generate each model mentions and backlinks, serving to each AI web optimization and conventional web optimization. Paid plans begin round $100 per thirty days, and a single top-tier point out often justifies the price.
Bandholz: The place can folks rent you, observe you, discover you?
Oxford: Our web site is 180marketing.com. I’m on LinkedIn.
