Google INSTANT SEO -- Ecommerce Search Engine Optimization for Yahoo! Stores

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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!
  • 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!
  • We spent hundreds of hours working on this thing: writing descriptions, and taking pictures, and re-designing a completely updated version of our dog-supply catalog. We printed 5000 copies, and mailed a catalog to every single former customer on our mailing list. I’m exhausted. And what happened? Nothing. We got virtually no response — in six months we took in about $5,000 in orders, which was nowhere near enough to offset our lost sales.
  • And this is what happens when petsmart opens up across the street We didn’t just let them take it. We fought back with lower prices, extended hours, a loyalty program, and MUCH more aggressive marketing. our sales are off, but not as much as we feared, but our margins are tighter, our marketing costs are higher.
  • Year 4 of the Store vs. Web Again, notice the SCALE of the graph has changed. WEB is over 6x the Store and at this point we sold the DOG STORE to concentrate on the Web…
  • This shows the last 20 years worth of sales see here how the Web has completely ECLIPSED whatever the DOG STORE was doing. This is the biggest hit of my career. And this is where we are today. Will you look at that? PETSMART doesn’t even show up as a blip on the 20 year graph The worst thing that happened to us turned out to be the best thing EVER.
  • This shows the last 20 years worth of sales see here how the Web has completely ECLIPSED whatever the DOG STORE was doing. This is the biggest hit of my career. And this is where we are today. Will you look at that? PETSMART doesn’t even show up as a blip on the 20 year graph The worst thing that happened to us turned out to be the best thing EVER.
  • This shows the last 20 years worth of sales see here how the Web has completely ECLIPSED whatever the DOG STORE was doing. This is the biggest hit of my career. And this is where we are today. Will you look at that? PETSMART doesn’t even show up as a blip on the 20 year graph The worst thing that happened to us turned out to be the best thing EVER.
  • Pick an engine (google) Know what keywords you want to rank for (ckwp)
  • For any given CKWP, there’s 1 page on YOUR web site that is the MRP
  • For any given CKWP, there’s 1 page on YOUR web site that is the MRP
  • Next when you link to this page, you want to use KEYWORDS you want to rank for in the text links I have this built into the Yahoo Store template LEFT -- NAV RIGHT -- THUMBNAIL
  • Next when you link to this page, you want to use KEYWORDS you want to rank for in the text links I have this built into the Yahoo Store template LEFT -- NAV RIGHT -- THUMBNAIL
  • Next when you link to this page, you want to use KEYWORDS you want to rank for in the text links I have this built into the Yahoo Store template LEFT -- NAV RIGHT -- THUMBNAIL
  • Next when you link to this page, you want to use KEYWORDS you want to rank for in the text links I have this built into the Yahoo Store template LEFT -- NAV RIGHT -- THUMBNAIL
  • Create keyword rich content – talk more about content in a bit This is a STEVE SAYS snppet on the heater page – Steve talks about mild MS winters compared to places more like here. I think I need a dog house heater LAST NIGHT.
  • For any given CKWP, there’s 1 page on YOUR web site that is the MRP
  • 222,000 web pages in the whole wide world -- and we’re number 1 for DOG HOUSE HEATER. Go figure.
  • 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
  • some keywords more than others, and we’ll talk about that in a bit ok?
  • # 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.
  • When customers are searching online to buy what you sell, using the keywords that are relevant to your business, you need to be there!
  • all you do is type in a KEYWORD and you instantly get data … like
  • The keyword you asked for AND Google Suggests keywords you’re missing (shock collar) Google shows you CPC (define) AND advertiser competition Find new ideas for business opportunities (wifi fence) How many searches a month How Seasonal the word is,… And you can even CLICK a link to add the terms you find STRAIGHT into your adwords account
  • Google INSTANT SEO -- Ecommerce Search Engine Optimization for Yahoo! Stores

    1. 1. Instant
    2. 2. Real World SEO for Retailers Rob Snell robsnell.com
    3. 3. When folks are searching to buy what you sell … Can they find you?
    4. 4. SEO
    5. 5. Kitchen table
    6. 8. homepage
    7. 10. Offline Store
    8. 11. Offline Store vs. Yahoo! Store
    9. 12. Offline Store vs. Yahoo! Store
    10. 13. Offline Store vs. Yahoo! Store
    11. 14. Offline Store vs. Yahoo! Store
    12. 15. $10,354,767.23 additional sales
    13. 17. How I do SEO
    14. 18. Pick a keyword: Dog House Heaters
    15. 19. Pick your store's most relevant page
    16. 21. Put the keyword in the NAME & CAPTION
    17. 22. NAME field determines text in <TITLE> tag <title> Dog House Heaters, Kennel Heater Accessories, & Dog Crate Heaters. </title>
    18. 23. <TITLE> is the most important on-page SEO element
    19. 24. The NAME becomes the LINK TEXT (on other pages)
    20. 25. <a href=&quot;cranddoghohe.html&quot;> Dog House Heaters, Kennel Heater Accessories, & Dog Crate Heaters </a> LINK TEXT is most important off-page SEO element
    21. 26. Write a keyword-rich CAPTION
    22. 27. Get MORE links with the keyword in the link text
    23. 28. Link: URL
    24. 31. Let's talk about Search Engines
    25. 32. Search engines Google graph here
    26. 33. Instant
    27. 35. Things change. Watch your keywords
    28. 36. dog house heaters
    29. 44. Google INSTANT
    30. 48. Google INSTANT = more medium tail
    31. 49. Google INSTANT
    32. 50. Only constant? Things change
    33. 51. dog training collars
    34. 52. Example: Personalized SERPS HEY I'm #1
    35. 54. SEO Sign out from Google accounts
    36. 55. Safari for Mac or Windows
    37. 56. Reset Safari
    38. 57. dog training collars
    39. 58. Clean browser
    40. 59. 90% clicks from Page 1
    41. 61. top 5
    42. 62. Windows 83%, IE 62%
    43. 63. You are the expert (now what?)
    44. 64. Yahoo! Store SEO Tips & Tricks
    45. 65. more info / free stuff: RobSnell.com
    46. 66. get on my list: [email_address]
    47. 67. Collect converting keywords
    48. 70. 21,358 converting keywords
    49. 71. $6,264,243.60 from keywords
    50. 72. Prioritize SEO keywords based on revenue
    51. 74. Prioritize SEO pages based on revenue
    52. 76. Optimize buckets of keywords
    53. 77. mfg brands generic terms
    54. 81. Settings: 1 URL per page
    55. 82. Pimp your Home Page
    56. 83. Home page PAGE-TITLE
    57. 84. Home page INTRO-TEXT
    58. 86. Link 40 best pages using my YWA 40 best keywords
    59. 87. Home page CONTENTS
    60. 88. Auto-optimize: Use RTML to pimp TITLES and Meta Descriptions
    61. 90. Hand-tweak Top 100 Pages
    62. 93. Write Top-Shelf Content
    63. 95. Buyers’ guides 50% higher conversion rate Visitors entering on than visitors who enter on a section / category page
    64. 96. Find TWO relevant pages for every keyword
    65. 97. Clustered results
    66. 98. Advanced operator site:domain.com
    67. 99. MRP for GDS
    68. 100. Embed links in CAPTION fields
    69. 102. <ul><li>… </li></ul>Woolybooger RTML template All the text from all my CAPTION fields on 1 page.
    70. 103. Write unique product descriptions
    71. 104. write 1 new paragraph for every $10 in item price $99 =10 para
    72. 105. 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 &quot;Truck&quot; and &quot;Lodge,&quot; 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:
    73. 106. 1-10 of 1770 Lazy And this
    74. 107. Google loves unique content
    75. 108. NON-unique content kills e-commerce sites built solely on datafeeds and cloned MFG text…
    76. 109. Use run-of-site anchor text wisely
    77. 111. De-Templify Your Store
    78. 112. homepage
    79. 113. section
    80. 114. product
    81. 115. Example Review
    82. 116. Add buy modifiers to text on your pages
    83. 117. $360,000 modifiers (buy, cheap, best, reviews)
    84. 118. Discount hunting dog vests
    85. 119. Buy hunting dog vests
    86. 120. hunting dog vests online
    87. 121. Optimize long tail phrases on pages indexed in Google
    88. 122. Yahoo Web Analytics
    89. 123. top terms = 75% sales top terms = 75% sales tuf foot 38% tuff foot 32% tuff foot for dogs 5%
    90. 124. 39 terms = 25% sales 39 terms = 25% sales 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
    91. 125. Pull out unique 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
    92. 126. after
    93. 127. Show snippets on section pages
    94. 128. So instead of this NONLEAF
    95. 129. 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:
    96. 130. You have this LEAFED
    97. 131. Google now sees this:
    98. 132. great content gets traffic & links from opinion leaders
    99. 133. NYT article
    100. 134. NYT Web article with link
    101. 136. Keywords (the key to search engines)
    102. 138. “ dog beds” HIGH traffic 40,000
    103. 139. “ large dog beds” MEDIUM traffic 8,000
    104. 140. “ dog beds” HIGH traffic 40,000 “ large dog beds” MEDIUM traffic 8,000 REVENUE PER VISITOR $ 1.00 REVENUE PER VISITOR $11.00 INVENTORY VALUE $40K INVENTORY VALUE $88K
    105. 141. Keyword Tool
    106. 143. Remove your name/domain (brand / navigational)
    107. 144. Name | domain CKWP
    108. 145. $ 5 Million 21,000+ keywords
    109. 146. 5 Million $$$ buckets
    110. 147. Top shelf CKWP
    111. 149. Head
    112. 150. 20 ckwp $1 million (6,500 orders)
    113. 151. Neck
    114. 152. 180 ckwp $1 million (10,000 orders)
    115. 153. Back
    116. 154. 800 ckwp $1 million (9000 orders)
    117. 155. Rump
    118. 156. 2500 ckwp $1 million (8000 orders)
    119. 157. Tail …
    120. 158. 16,500 keywords $1 million (16,500 orders)
    121. 159. Don't neglect the rump
    122. 160. more info / free stuff: RobSnell.com
    123. 161. get on my list: [email_address]

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