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damon burton

Damon Burton is an international search engine marketing expert and the founder and president of SEO National, a search engine marketing company that works with everyone from NBA teams to Inc 5000 and Shark Tank featured businesses. Damon also writes for Forbes and has been featured in publications like Entrepreneur Magazine, BuzzFeed, and Us Weekly.

Damon recently wrote a book on search engine optimization titled Outrank, which serves as a guide for those who want to dominate the Google search engine without paying for ads. In full disclosure, Damon has worked on multiple online properties owned by Buy Box Experts.



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Here’s a glimpse of what you’ll learn: 

  • Damon Burton explains the concept of being a hunter versus a fisherman in the context of SEO building
  • Damon’s key to SEO success
  • How new brands can play smart to win against more established brands through SEO
  • The top strategies for building backlinks
  • Damon explains the best ways to use video content on a website and on Amazon
  • Damon’s advice on choosing the right social media platform for your business
  • How brands and their SEO investments were affected by the COVID-19 crisis
  • How Damon realized he was good at helping brands with their SEO needs
  • Damon talks about the lessons he learned from past employers, and how he uses those to be a better employer himself
  • Where to learn more about Damon Burton

In this episode…

For brands that haven’t yet invested in SEO, it may seem like the key to overnight success. However, search engine marketing experts, such as Damon Burton, know that it takes time to successfully build a trustworthy reputation and relationship with Google.

The Google algorithms are intended to send people to websites that provide quality content about their searches. Therefore, for brands to drive traffic to their websites, they need to create content that is helpful and user-friendly for their customers. The same applies when it comes to the Amazon marketplace.

In this episode, James Thomson interviews Damon Burton, founder and president of SEO National, about how to drive traffic to your Amazon pages and website with minimal paid Ads. Damon explains why social media has very little influence on SEO, how backlinks work, and why you should invest in long-term search engine marketing efforts. Stay tuned.

Resources Mentioned in this episode

Sponsor for this episode

Buy Box Experts applies decades of e-commerce experience to successfully manage their clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of their clients’ business fundamentals and their in-depth expertise in the Amazon Marketplace. 

The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload. 

Buy Box prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management

Learn more about Buy Box Experts at

Episode Transcript

Intro 0:09
Welcome to the Buy Box Experts podcast we bring to light the unique opportunities brands face in today’s e commerce world.

James Thomson 0:18
I am James Thomson, one of the hosts of the Buy Box Experts podcast. I’m a partner with Buy Box Experts and the former business head of the selling on Amazon team at Amazon, as well as the first account manager for the Fulfillment by Amazon program. I’m the co author of the book “Controlling Your Brand in the Age of Amazon”, and co-founder of the Prosper Show, one of the largest continuing education conferences for Amazon sellers in North America.

Today’s episode is brought to you by Buy Box Experts. Buy Box Experts takes ambitious brands and makes them unbeatable. When you hire Buy Box Experts, you receive the strategy optimization and marketing performance to succeed on Amazon go to to learn more.

Our guest today is Damon Burton, an international search marketing expert. Over a decade ago, he first beat a billion dollar company by outranking its website on Google. Since then he knew he was onto something and has gone on to build an international search engine marketing company that’s worked with NBA teams as well as Inc 5000 and Shark Tank feature businesses. Since founding his company SEO National in 2007, he writes for Forbes and has been featured in publications including Entrepreneur Magazine, BuzzFeed and Us Weekly. Damon has recently written a book on search engine optimization titled “Outrank”. In the new book, Damon serves up a guide for those who want to dominate Google search engine without paying for ads. In full disclosure to our audience. I’ve worked with Damon and his firm on multiple online properties that we have owned, and I’m very impressed with his skills, and I’m excited to share Damon with our audience today. So welcome, Damon. And thank you for joining us today on the Buy Box Experts podcast.

Damon Burton
Yeah, thanks, James, looking forward to chatting.

James Thomson
In your book, you talk about this concept of being a hunter versus a fisherman. Can you explain what this means in the context of SEO building efforts?

Damon Burton 2:17
So you think of hunter versus fisherman, and you know, one is always on the move. You know, the hunter always having to chase the leads, always having to chase the cells. And then there’s the fisherman where you kind of establish a process, and then your leads come to you. So it’s interesting, you know, a lot of what you do, I often think of you and your partner, Joe, we do things parallel. So you are on Amazon and attracting sales is kind of like I am in the Google world. And so, you know, there’s that there’s all these opportunities now with paid ads. There’s nothing wrong with paid ads. But I think a lot of times people get caught up in like, what’s the latest shiny object? And so whether that’s ClickFunnels, or paid Facebook ads, and if those drive return, that’s fine, do those. But I think the distraction of those newer shiny objects kind of detracts from the long term things that have always been there, you know, probably to kind of tie up this answer is relative to today everybody’s, you know, talking about the virus and how it’s impacting business. And what about those businesses that have historically driven cells by paid ads? What are you going to do now when you have to tighten your budget, then you’re gonna have to decrease your leads. So organic search engine marketing, without using paid ads is always like a really good safety net, you know, you can still do those other things, or it can be the core of your sales. But as the fisherman you know, your leads and your sales come to you without always having to set the bait and pay the ads.

James Thomson 3:53
That being said, if I if I extend this anecdote a little bit further, being a fisherman to require With more patients or requires you to be prepared to have to wait longer for the fish to start finding you and coming to you talk to me a little bit about, you know, when I work with companies that are saying, Oh, yeah, we need an SEO strategy. One of the first things that’s pretty obvious, by the way they talk about SEO, is this concept that somehow there’s a lever that we go over, we flip it on, and now it’s running fully functionally. And you know, isn’t that great? Yeah. How do you help companies understand, hey, listen, you’re hiring me. And by the way, it’s gonna take a long time for this to fully bake, and for you to realize all those fish that you’re pulling out of the water. How do you help people think about this as being a long term investment, versus something that they can turn on and off just like a short term advertising budget?

Damon Burton 4:48
Yeah. You know, you had mentioned that I wrote a book and I think on page one in the book, it says, you know, the key to success and I know we’re only on page one of the book, but I’m gonna give you the answer right now and that what you need to be successful is patience. And so you’re exactly right. The reason why it takes time and to answer your question directly, you know, how I establish to communicate this to clients is I kind of give them examples because SEO and search engine marketing a lot of times some of the other guys, it’s a lot of smoke and mirrors. And so it’s like, well, we’re going to do these proprietary things and blah, blah, blah, and they don’t actually do. So I really make a strong effort to set expectations and communicate what we are going to do. So I don’t just say this takes time. What I do is I say this takes time, and here’s why. And so some of those examples are you’re basically building a reputation and a relationship built on trust with Google. So Google wants, they want to look good, right? They don’t want to send people to a website that has an irrelevant answer or a bad user experience. And so to accommodate those things, you have to build good content, which means you have to do a lot of research right? Have to do Good copywriting. And then likewise, they don’t want to send people to a slow website or one that’s not user friendly. So you have to build those things to have a good website, a mobile friendly website, and just the logistics behind checking each of those things off of the list. It just takes time. And so that’s why, you know, I don’t think I don’t think you have to muddy the waters in explaining why it takes time. I think a lot of these other guys kind of dodged the question and they just want the long term contract. But if you help the client, if you educate them, you better help them to be able to help you drive better results.

James Thomson 6:39
So tell me a little bit more about your firm SEO National. There are thousands of SEO firms out there. So how should brands be thinking about finding the right agency that meets their needs for SEO?

Damon Burton 6:52
Well, that’s largely what you kind of touched on in the question before is, you know, are they promising speed like instant gratis vacation like you can’t rank quickly on Google, just because the logistics we talked about, the things you want to look out for are the ones that offer guarantees. Obviously, I’d love to guarantee, but it’s just not realistic. And so what you do instead is set realistic expectations. So look for the agency that communicates clearly and transparently sets expectations and is willing to educate you through the process. If they offer guarantees, if they offer instant results, or, you know, one of my favorites is if they say, what we do is proprietary, right, and just run because at the end of the day, we’re all doing generally the same concepts. Just some of us are doing it more efficiently.

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