SEO for
Retailers
Rob Snell
robsnell.com
SEO
When folks are searching
to buy what you sell…
Can they find you?
Kitchen table
homepage
Yahoo! Store: Before & After
Yahoo! Store: Before & After
Yahoo! Store: Before & After
Yahoo! Store: Before & After
$10,354,767.23
additional sales
MAYDAY
Prioritize
seo pages
based on
REVENUE
20,000
store pages
yesterday
4500site:mydomain.com
yesterday or there ‘bouts
2800
entry pages
last 30 days from GOOG
575
pageswith $$$
last 30 days from GOOG
100
71% of $$$$$
last 30 days from GOOG
serps
Search enginesGoogle graph here
Search enginesGoogle graph here
90%
organic traffic
from PAGE 1
google.com/products
site:yourdomain.com
November 3
November 4
Instant
dog house heater
Keywords
are changing
2009
2010
Google
INSTANT
Now
what?
See what
everyone else
sees…
dog training collars
Example:
Personalized
SERPS
HEY I'm #1
Safari for Mac or Windows
Reset Safari
dog training collars
Clean browser
You are the
expert
Redneck
SEO 101
Pick a
KEYWORD
Dog House
Heater
Pick your store's
most relevant
PAGE
Put the keyword
in the TITLE
<title>
Dog House Heaters,
Kennel Heater
Accessories, & Dog Crate
Heaters.
</title>
<TITLE> is the most important
on-page SEO element
Put keyword
in BODY TEXT
Put keyword
in LINKS
to page
<a href="heaters.html">Dog House
Heaters, Kennel Heater Accessories, &
Dog Crate Heaters </a>
LINK TEXT is most important
...
Get MORE
links!
Link:URL
Check your
RANKINGS
You are the
expert
A D V E R T I S E M E N T
Come to my solo session
E-commerce SEO
WEDNESDAY
11:30
2011 ecommerce seminars
get on my list:
info@ystore.com
more info / free stuff:
RobSnell.com
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
What's New in Ecommerce SEO -- Pubcon Vegas 2010
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What's New in Ecommerce SEO -- Pubcon Vegas 2010

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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.
  • 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.
  • 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.
  • 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!
  • 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)
  • 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
  • For any given CKWP, there’s 1 page on YOUR web site that is the MRP
  • 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
  • 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
  • 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
  • 222,000 web pages in the whole wide world -- and we’re number 1 for DOG HOUSE HEATER. Go figure.
  • What's New in Ecommerce SEO -- Pubcon Vegas 2010

    1. 1. SEO for Retailers Rob Snell robsnell.com
    2. 2. SEO
    3. 3. When folks are searching to buy what you sell… Can they find you?
    4. 4. Kitchen table
    5. 5. homepage
    6. 6. Yahoo! Store: Before & After
    7. 7. Yahoo! Store: Before & After
    8. 8. Yahoo! Store: Before & After
    9. 9. Yahoo! Store: Before & After
    10. 10. $10,354,767.23 additional sales
    11. 11. MAYDAY
    12. 12. Prioritize seo pages based on REVENUE
    13. 13. 20,000 store pages yesterday
    14. 14. 4500site:mydomain.com yesterday or there ‘bouts
    15. 15. 2800 entry pages last 30 days from GOOG
    16. 16. 575 pageswith $$$ last 30 days from GOOG
    17. 17. 100 71% of $$$$$ last 30 days from GOOG
    18. 18. serps
    19. 19. Search enginesGoogle graph here
    20. 20. Search enginesGoogle graph here
    21. 21. 90% organic traffic from PAGE 1
    22. 22. google.com/products site:yourdomain.com
    23. 23. November 3
    24. 24. November 4
    25. 25. Instant
    26. 26. dog house heater
    27. 27. Keywords are changing
    28. 28. 2009 2010
    29. 29. Google INSTANT
    30. 30. Now what?
    31. 31. See what everyone else sees…
    32. 32. dog training collars
    33. 33. Example: Personalized SERPS HEY I'm #1
    34. 34. Safari for Mac or Windows
    35. 35. Reset Safari
    36. 36. dog training collars
    37. 37. Clean browser
    38. 38. You are the expert
    39. 39. Redneck SEO 101
    40. 40. Pick a KEYWORD
    41. 41. Dog House Heater
    42. 42. Pick your store's most relevant PAGE
    43. 43. Put the keyword in the TITLE
    44. 44. <title> Dog House Heaters, Kennel Heater Accessories, & Dog Crate Heaters. </title>
    45. 45. <TITLE> is the most important on-page SEO element
    46. 46. Put keyword in BODY TEXT
    47. 47. Put keyword in LINKS to page
    48. 48. <a href="heaters.html">Dog House Heaters, Kennel Heater Accessories, & Dog Crate Heaters </a> LINK TEXT is most important off-page SEO element
    49. 49. Get MORE links!
    50. 50. Link:URL
    51. 51. Check your RANKINGS
    52. 52. You are the expert
    53. 53. A D V E R T I S E M E N T Come to my solo session E-commerce SEO WEDNESDAY 11:30
    54. 54. 2011 ecommerce seminars get on my list: info@ystore.com
    55. 55. more info / free stuff: RobSnell.com

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