PUBCON 2009 SEO for Online Stores by Rob Snell

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PUBCON 2009 SEO for Online Stores by Rob Snell

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PUBCON 2009 SEO for Online Stores by Rob Snell

  1. Real-World SEO for Retailers Rob Snell robsnell.com
  2.  
  3. Yahoo! Store
  4. homepage
  5. 1) Start fresh
  6.  
  7. Reset Safari
  8. 2) Prioritize engines
  9. Search engines Google graph here
  10. 3) Pick your battles
  11. page 1 or bust!
  12.  
  13. top 5 or bust!
  14.  
  15. 40% 15% 10% 8% 6%
  16. 4) Target popular AND valuable kwp
  17. QUANTITY versus quality
  18. “ unicycle seats” HIGH traffic 40,000
  19. “ unicycle seats” HIGH traffic 40,000 “ klutzo seats” MEDIUM traffic 8,000 REVENUE PER VISITOR $ 1.00 REVENUE PER VISITOR $11.00 INVENTORY VALUE $40K INVENTORY VALUE $88K
  20. “ unicycle seats” HIGH traffic “ klutzo seats” MEDIUM traffic REVENUE PER VISITOR $ 1.00 REVENUE PER VISITOR $11.00 Google Est. Cost/Click .95 Google Est. Cost/Click .60 Google CPC Upside .05 Google CPC Upside $10.40
  21. G Keyword Tool
  22. collect
  23. <ul><li>Run SEO-friendly Analytitcs </li></ul>
  24. YWA STUFF
  25.  
  26. 2) Show me the money
  27.  
  28. 21,358 converting keywords
  29. $ 6 Million $6,264,243.60
  30. organize
  31. 1) Remove name/domain keywords
  32. Name | domain CKWP
  33. 332 different variations $1 million
  34.  
  35. multi-session conversions
  36. 2) tag keywords by category & brand
  37. mfg brands generic terms
  38. optimize groups of keywords
  39. Wob-L Unicycle Seat Manufacturer + Generic Wob-L “Steady Teddy” Manufacturer + Brand name
  40.  
  41.  
  42. $ 5 Million 21,000+ keywords
  43. prioritize (optimize based on revenue)
  44. 1) rank keywords by total $$$
  45. Top shelf CKWP
  46. 5x $1,000,000.00 buckets
  47. head neck back looooong tail rump
  48. optimize
  49. 1) Bake in default SEO elements
  50. GDS MRP
  51. Original TITLE
  52. Original CANON
  53. Original METADESC
  54. Head
  55. 1-20 $1 million (6,500 orders)
  56. 2) Write Top-Shelf Content
  57. 3) Homepage: link 40 best pages using my YWA 40 best keywords
  58.  
  59. Clustered results
  60. 4) Find the 2 most relevant pages
  61. MRP for GDS
  62. Neck
  63. 21-200 $1 million (10,000 orders)
  64. 5) Use Run-of-site anchor text
  65. 6) Find good store pages for embedded links
  66. QUERY ON YAHOO: site:yourdomain.com -link:URL “converting keyword phrase”
  67. Back
  68. 201-1000 $1 million (9000 orders)
  69. 7) Write Unique Product Descriptions
  70. 8) Show snippets on section pages
  71. So instead of this NONLEAF
  72. And where once Google would see this: Dokken's Dead Fowl Trainers / Retriever Training Dummies(7)Dummy Launchers(9)SportDOG Original Lucky Dog Regular Plastic Dummy (4)Zinger Winger Dummy Launchers(6)Retriever Training DummiesSave on Retriever Training Dummies & Dog Bumpers. Shop 100+ Dummy Styles & Colors. SPECIAL PRICING ON DUMMIES! We just lowered our dummy prices to the lowest Volume Pricing / Quantity Discount price. When you buy ANY size / type of retriever training dummy you get the quantity discount price. -- Steve Plastic & Rubber Dummies / Bumpers for Retriever TrainingDokken's Dead Fowl Trainers / Retriever Training DummiesCanvas Dummies > Retriever Training Dummies / BumpersForce Breaking Dummies and BucksSpecialty Training Dummies & SuppliesPlastic & Rubber Dummies / Bumpers for Retriever Training (25)Dokken's Dead Fowl Trainers / Retriever Training Dummies(7)Canvas Dummies > Retriever Training Dummies / Bumpers (19)Force Breaking Dummies and Bucks(7)Specialty Training Dummies & Supplies(14)Dummy(10)Dummy Launcher Dummies(16)Wings -- Game Birds (Grouse, Pheasant, Quail)(9)Training Dummy/Accessory Bags(4) Google sees this:
  73. You have this LEAFED
  74. Google now sees this:
  75. Rump
  76. 1001-3500 $1 million (8000 orders)
  77. 9) De-Templify Your Store
  78. 10) Add Buy Modifiers to Footers
  79. Long tail words: animals, blisters, bonaseptic, buy , can, canine, discount , feet, free , humans, hunting, i, ingredients, liquid, on, online , pad, pads, paws, protect, shipping , sore, tender, to, tough, toughen, treatment, where , with
  80. Discount hunting dog vests
  81. Buy hunting dog vests
  82. hunting dog vests online
  83. Tail …
  84. 16,500 keywords $1 million (16,500 orders)
  85. 11) Put Long Tail phrases ON PAGES THAT SHOW UP IN GOOGLE
  86. Take a page
  87. --- sample report ----
  88. 39 Long Tail $ Keywords tuff pad for dogs, bonaseptic, tough foot for dogs, tuf foot for dogs, tuf foot ingredients, tuf foot treatment, tuff feet, blisters on dogs feet, buy tuffoot online, canine pads sore, discount tuf foot, dog sore foot pads, dogs feet, dogs with tender feet, hunting dog pad tuf, pad tuf, pad tuf for dogs, protect a pad tuff foot, protect dog feet, protect dogs feet, sore feet on dogs, tender paws treatment, tough foot bonaseptic, tough pad dogs feet, toughen dog foot pads, toughfoot, tuf foot bonaseptic, tuf foot dog, tuf foot for animals, tuf foot for humans, tuf foot free shipping, tuf foot liquid, tuff feet for dogs, tuff foot dogs, tuff foot bonaseptic, tuff pads dogs, tufffoot, where can i buy tuf foot, where to buy tuf foot
  89. Remove: tuff, tuf, foot for dogs pad, bonaseptic, tough, ingredients, treatment, feet, blisters on feet, buy online, canine pads sore, discount, sore pads, feet, with tender feet, hunting pad, pad, pad, protect a pad, protect feet, protect feet, sore feet on, tender paws treatment, tough bonaseptic, tough pad feet, toughen pads, tough, bonaseptic, animals, humans, free shipping, liquid, feet, bonaseptic, pads, where can i buy, where to buy
  90. Alphabetize & de-dupe long tail animals, blisters, bonaseptic, buy, can, canine, discount, feet, free, humans, hunting, i, ingredients, liquid, on, online, pad, pads, paws, protect, shipping, sore, tender, to, tough, toughen, treatment, where, with
  91. Collect, Organize, Prioritize, Optimize
  92. Real-world SEO for Retailers Rob Snell robsnell.com

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