Pubcon 2011 PUBCON Ecommerce SEO Updated (shhhh!)
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Pubcon 2011 PUBCON Ecommerce SEO Updated (shhhh!)

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Top to bottom Ecommerce SEO. Audio coming soon

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  • I attribute at least 50% of OUR online growth and sales to understanding how our customers use search engines. Our sites get millions of visitors spending tens of millions of dollars. Just on OUR web sites! 2- THIS IS THE MAIN IDEA: When customers are searching online to buy what you sell, you need to be there!
  • # visits, # orders, revenue figure revenue per visitor then I compare to how I rank on Google See all kinds of stuff I built this in EXCEL.
  • I attribute at least 50% of OUR online growth and sales to understanding how our customers use search engines. Our sites get millions of visitors spending tens of millions of dollars. Just on OUR web sites! 2- THIS IS THE MAIN IDEA: When customers are searching online to buy what you sell, you need to be there!
  • I attribute at least 50% of OUR online growth and sales to understanding how our customers use search engines. Our sites get millions of visitors spending tens of millions of dollars. Just on OUR web sites! 2- THIS IS THE MAIN IDEA: When customers are searching online to buy what you sell, you need to be there!
  • Pick an engine (google) Know what keywords you want to rank for (ckwp)
  • AND I know from my WEB ANALYTICS software that these phrases have generated
  • AND I know from my WEB ANALYTICS software that these phrases have generated
  • AND I know from my WEB ANALYTICS software that these phrases have generated
  • AND I know from my WEB ANALYTICS software that these phrases have generated
  • AND I know from my WEB ANALYTICS software that these phrases have generated
  • I attribute at least 50% of OUR online growth and sales to understanding how our customers use search engines. Our sites get millions of visitors spending tens of millions of dollars. Just on OUR web sites! 2- THIS IS THE MAIN IDEA: When customers are searching online to buy what you sell, you need to be there!
  • I attribute at least 50% of OUR online growth and sales to understanding how our customers use search engines. Our sites get millions of visitors spending tens of millions of dollars. Just on OUR web sites! 2- THIS IS THE MAIN IDEA: When customers are searching online to buy what you sell, you need to be there!
  • Pick an engine (google) Know what keywords you want to rank for (ckwp)
  • I attribute at least 50% of OUR online growth and sales to understanding how our customers use search engines. Our sites get millions of visitors spending tens of millions of dollars. Just on OUR web sites! 2- THIS IS THE MAIN IDEA: When customers are searching online to buy what you sell, you need to be there!
  • Pick an engine (google) Know what keywords you want to rank for (ckwp)
  • Pick an engine (google) Know what keywords you want to rank for (ckwp)
  • I attribute at least 50% of OUR online growth and sales to understanding how our customers use search engines. Our sites get millions of visitors spending tens of millions of dollars. Just on OUR web sites! 2- THIS IS THE MAIN IDEA: When customers are searching online to buy what you sell, you need to be there!

Pubcon 2011 PUBCON Ecommerce SEO Updated (shhhh!) Pubcon 2011 PUBCON Ecommerce SEO Updated (shhhh!) Presentation Transcript

  • When folks are searching to buy what you sell … Can they find you?
  • Collect converting keywords
  •  
  • $ 5 Million 21,000+ keywords
  • Prioritize SEO keywords based on revenue
  • 27,000 visitors / $180K 24,000 visitors / $20K Top 25 Keywords by Traffic
  • 800 orders = $180K 650 orders = $10K Top 25 Keywords by # Orders
  • $180K $20K Top 25 Keywords by Revenue
  • Top shelf CKWP
  •  
  • 5 Million $$$ buckets
  • 20 keywords $1 million (6,500 orders)
  • Head
  • 180 keywords $1 million (10,000 orders)
  • Neck
  • 800 keywords $1 million (9000 orders)
  • Back
  • 2500 keywords $1 million (8000 orders)
  • Rump
  • 16,500 keywords $1 million (16,500 orders)
  • Tail …
  • HOMEWORK: What are your TOP 100 Keywords by REVENUE?
  • Organize buckets of keywords
  •  
  • mfg brands generic terms
  •  
  •  
  • $360,000 modifiers (buy, cheap, best, reviews)
  • Discount hunting dog vests
  • Buy hunting dog vests
  • hunting dog vests online
  • HOMEWORK: Collect “BUY” Modifiers and add to your pages!
  • You are the expert (now what?)
  • Pages
  • Prioritize seo pages based on REVENUE
  • 20,000 store pages yesterday
  • 17,700 site:mydomain.com yesterday or there ‘bouts
  • 6572 entry pages last 365 days from GOOG
  • 2004 pages with $$$ last 365 days from GOOG
  • 100 75% of $$$$$ last 365 days from GOOG
  • HOMEWORK: What are your TOP 100 Google SEO Entry Pages?
  • most relevant page
  • Advanced operator site:domain.com
  • MRP for GDS
  • Find TWO relevant pages for every keyword
  • Clustered results
  • HOMEWORK: Find the 2 Most Relevant Pages for TOP 100 keywords
  • Structure
  • Settings: 1 URL per page
  • 301’s & canonical URLS
  • HOME PAGE: Link 40 best pages using my YWA 40 best keywords
  • HOMEWORK: Optimize Home Page: Both Keyword Anchors and TOP 100 URLS
  • Site Pyramid
  • Best-Sellers: Top 100
  • Revenue-based Navigation
  • De-Templify Your Store
  • homepage
  • section
  • product
  • Cross link: Product Pages
  • Links
  • 1,000,000 links
  • BAD: Redundant links
  • BAD: Bad link text
  • Use run-of-site anchor text wisely
  •  
  • Embed links in CAPTION fields
  •  
  • Killer trick to get easy, easy links…
  • goto uk.yahoo.com
  • search for site: yourdomain.com
  • site: yourdomain.com + “keyword phrase”
  • site: yourdomain.com + “keyword phrase” + link: http://….
  • site: yourdomain.com + “keyword phrase” + - link: http://….
  • Text
  • NON-unique content kills e-commerce sites built solely on datafeeds and cloned MFG text…
  • Write unique product descriptions
  • Tired of searching for your hunting dog in tall grass or dense cover? Now you can leave the hunting entirely to him. Introducing Astro, the first high sensitivity GPS-enabled dog tracking system for hunters and sportsmen. This unique system pinpoints your dog ’s position and shows you exactly where he is, even when you can’t see or hear him. Attach Collar and Go -- The Astro system includes a bright color-screen handheld GPS device and the rugged, all-weather DC 30 collar. The collar has an integrated GPS transmitter and is specially weighted so the antenna will always point to the sky for optimum signal. To get started, just take Astro outdoors and turn on the handheld and transmitter to acquire GPS satellite signals. Then attach the DC 30 to your dog. Now you’re ready to turn him loose — no other setup required. Track Dogs in Dense Cover -- As often as every five seconds, your dog’s DC 30 transmits his position to your handheld, and you can see his current location and a trail of where he’s been on the Map page of your handheld. Switch over to the Dog Tracker page to view a compass pointing to your dog’s location as well as his current status: whether he’s running, sitting, on point or treeing quarry. Astro can also sound an alarm to let you know instantly when your dog goes on point.Astro boasts a high-sensitivity GPS receiver that can track your dog’s position even in the densest cover. You can track up to ten dogs at one time with Astro, at a distance of up to seven miles away (depending on terrain). The system transmits information by line-of-sight, so it reaches farthest in flat, open territory. Count Your Coveys -- After you’ve captured your quarry, mark the exact spot with Astro’s Covey Counter™, a special waypoint that tells you the exact location, time of day and elevation where you found your prey, as well as the number of birds you flushed and took from that location. Astro lets you save other special waypoints, such as "Truck" and "Lodge," so you can save the location of these places quickly and easily for each hunt. Astro also offers special waypoint icons to represent food plots, tree stands and other hunting-related points. Experience Full-featured GPS -- Astro shines when you’re out on the hunt, but it also excels in getting you back to your truck at the end of the day, or even back home again. In fact, the Astro handheld has all the features of Garmin’s top-line handheld outdoor devices, including a barometric altimeter, electronic compass, microSD™ card slot, celestial information, area calculator and rugged, IPX7 waterproof exterior. With optional detailed city street maps, you can search for over 6 million points of interest and create a route on roads with exact turn-by-turn directions. Due to varying international regulations, the Astro is approved for use only in the United States. Manufacturer ’s product description:
  • 1-10 of 1770 Lazy And this
  •  
  • Write Top-Shelf Content
  •  
  • Buyers ’ guides 50% higher conversion rate Visitors entering on than visitors who enter on a section / category page
  • Home page INTRO-TEXT
  •  
  • 3 Sentences on category pages
  • So instead of this NONLEAF
  • Hand-tweak Top 100 Pages
  •  
  •  
  • When folks are searching to buy what you sell … Can they find you?
  • get on my list: [email_address]
  • more info / free stuff: RobSnell.com