PUBCON 2009 SEO for Online Stores by Rob Snell

1. Real-World SEO for Retailers Rob Snell robsnell.com

3. Yahoo! Store

4. homepage

5. 1) Start fresh

7. Reset Safari

8. 2) Prioritize engines

9. Search engines Google graph here

10. 3) Pick your battles

11. page 1 or bust!

13. top 5 or bust!

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

24. YWA STUFF

26. 2) Show me the money

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

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

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

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