This document provides tips for creating compelling content for search engine optimization (SEO). It recommends interviewing experts to generate transcripts for articles, writing unique product descriptions, taking numerous photos, and prioritizing SEO keywords based on their revenue potential. It also suggests liberating content from manufacturers and organizing keywords into buckets to focus SEO efforts.

1. SEO:
Creating
Compelling
Content
Rob Snell
robsnell.com

3. Yahoo! Store

4. homepage

5. Create
compelling
content

6. Steve has
16 dogs

7. pic

9. Example

14. Tell folks
what to buy w/
buyers’ guides

15. Buyers’ guides
50% higher
conversion rate
Visitors entering on
than visitors who enter on a section / category page

16. Quick Picks: Collar Chart

17. Express your
opinions with
product reviews

18. Example Review

19. And this

20. How do you
make all of this
content?

23. Interview folks.
Then transcribe
audio into text.

24. Rob: How do you teach a dog how to sit?
Steve: Well the simple way to do it is to start with a little bitty puppy. And when we are feeding a
little bitty puppy, we don’t just put the food down and let him run up and eat. We start to teach
patience and discipline. The simple way to do it is you set the food bowl down, take the puppy, and
make him sit. You just physically take him by the collar. You put your hand on his back right below
the tail and just force him into a sit. With an eight week old puppy it is a pretty simple thing to do.
They are small and they are wiggly, but they can’t fight you. You make him sit there for about five
seconds tops. All we are trying to do is get him in the position and physically make him understand
that just because he wants to go, he can’t go. You do it real quick, like I said, five seconds, and
then you release him. You release him with whatever command you want it to be. I use, “All right.
OK.” Just be consistent with it.
Rob: How long does it take him to learn?
Steve: Not long. You usually feed puppies two or three times a day, so you are getting in little
short training sessions. Each time you increase it a second or two. Now you have got him sitting
there for 10 seconds or 15 seconds. Three days later he is sitting there for a minute. Pavlov man;
that is all it is.

25. Take best products
and play
“20 Questions”

26. Who ?
What? When?
Where? Why?
How Much?

27. Record
everything

29. Got $60? Get an Olympus VN-6200 PC.

31. (623) 239-2466

32. Turn customer
questions into
product FAQs

33. WORD.doc > 1000 page Warner’s wisdom

34. Write unique
product
descriptions

35. 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.
Manufacturer’s product description:

36. 1-10 of 1770 Lazy And this

37. Provide more info
than anyone

38. Tip: Write one new
paragraph
for every $10
in item price

39. You have this

40. Google loves unique content

41. Take photos of
everything!

46. Provide
more product
photos
than anyone

47. Product shots: LiteStage.com

52. Shoot video of
anything you can
demo

58. “Liberate”
manufacturer
created content

59. *It’s easier to get
forgiveness than
permission:
Nothing contained on this web site should be construed as granting,
by implication, estoppel, or otherwise, any license or right to
distribute, modify, transmit, use, re-use, or re-post any of Innotek®,
Inc. Intellectual Property displayed on this web site without the
express written permission of Innotek®, Inc.

60. Text hidden in FLASH movies

61. Text from PDF owner’s manuals

62. Transcribe DVDs & Videos

63. Text from packaging & POP

64. Find your
Steve

65. Web Sales Actual Lift
1997 2004 2010
$10 million

66. SEO

67. collect

68. Run
SEO-friendly
Analytics

71. 21,358
converting keywords

72. $6,264,243.60
from keywords

73. Prioritize
SEO keywords
based on
revenue

75. Target
popular AND
valuable kwp

76. QUANTITYQUANTITY
versus
quality

77. organize

78. Remove
name/domain
keywords

79. Name | domain CKWP

80. 332
different variations
$1 million

82. multi-session
conversions

83. tag keywords
by category
& brand

84. mfg brands generic terms

85. Wob-L Unicycle Seat
Manufacturer + Generic
Wob-L “Steady Teddy”
Manufacturer + Brand name

86. Organize
buckets
of keywords

87. wordle.net
java

91. $5 Million
21,000+ keywords

92. 5x $1,000,000.00 buckets

93. prioritize
(optimize based on revenue)

94. rank
keywords by
total $$$

95. Top shelf CKWP

96. head
neck
back
looooong tail
rump

97. optimize

98. Bake in
default
SEO elements

99. GDS MRP

100. Original TITLE

101. Original CANON

102. Original METADESC

103. Head

104. Write
Top-Shelf
Content

105. Homepage:
link 40 best pages
using my YWA
40 best keywords

107. Clustered results

108. Find the 2
most relevant
pages

109. MRP for GDS

110. Neck

111. Use
Run-of-site
anchor text

112. Find good
store pages
for embedded
links