Instant

Real World SEO for Retailers

Rob Snellrobsnell.com

When folks are searching

to buy what you sell…

Can they find you?

SEO

Kitchen table

homepage

Offline Store

Offline Store vs. Yahoo! Store

Offline Store vs. Yahoo! Store

Offline Store vs. Yahoo! Store

Offline Store vs. Yahoo! Store

$10,354,767.23additional sales

How I do SEO

Pick a keyword:Dog House Heaters

Pick your store's most relevant page

Put the keyword in the NAME &

CAPTION

NAME field determines text in <TITLE> tag

<title>Dog House Heaters, Kennel Heater Accessories, & Dog Crate Heaters.</title>

<TITLE> is the most important on-page SEO element

The NAME becomes the LINK TEXT (on other pages)

<a href="cranddoghohe.html"> Dog House Heaters, Kennel Heater Accessories, & Dog Crate Heaters </a>

LINK TEXT is most important off-page SEO element

Write a keyword-rich CAPTION

Get MORE links with the

keyword in thelink text

Link:URL

Let's talk about Search Engines

Search enginesGoogle graph here

Instant

Things change. Watch your keywords

dog house heaters

Google INSTANT

Google INSTANT =

more medium tail

Google INSTANT

Only constant? Things change

dog training collars

Example:Personalized

SERPSHEY I'm #1

SEOSign out from

Google accounts

Safari for Mac or Windows

Reset Safari

dog training collars

Clean browser

90% clicks from Page 1

top 5

Windows 83%, IE 62%

You are the expert

(now what?)

Yahoo! Store SEO Tips & Tricks

more info / free stuff: RobSnell.com

get on my list:info@ystore.com

Collect convertingkeywords

21,358converting keywords

$6,264,243.60from keywords

Prioritize SEO keywords

based on revenue

Prioritize SEO pagesbased on revenue

Optimize buckets of keywords

mfg brands generic terms

Settings: 1 URL

per page

Pimp your Home Page

Home page PAGE-TITLE

Home page INTRO-TEXT

Link 40 best pages using my YWA

40 best keywords

Home page CONTENTS

Auto-optimize: Use RTML to pimp TITLES and Meta

Descriptions

Hand-tweak Top 100 Pages

Write Top-Shelf Content

Buyers’ guides

50% higher conversion rate

Visitors entering on

than visitors who enter on a section / category page

Find TWOrelevant pages

for every keyword

Clustered results

Advanced operatorsite:domain.com

MRP for GDS

Embed links in CAPTION fields

… Woolybooger RTML template

All the text from all my CAPTION fields on 1 page.

Write unique product

descriptions

write 1 new paragraph for every $10 in item price

$99 =10 para

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

Google loves unique content

NON-unique content kills e-commerce sites

built solely on datafeeds and cloned MFG text…

Use run-of-site anchor text

wisely

De-Templify Your Store

homepage

section

product

Example Review

Add buy modifiers

to text on your pages

$360,000

modifiers (buy, cheap, best, reviews)

Discount hunting dog vests

Buy hunting dog vests

hunting dog vests online

Optimize long tail phrases

on pagesindexed in Google

Yahoo Web Analytics

top terms = 75% sales

top terms = 75% sales

tuf foot 38%

tuff foot 32%

tuff foot for dogs 5%

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

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

after

Show snippets on

section pages

So instead of this NONLEAF

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:

You have this LEAFED

Google now sees this:

great content gets

traffic & links from

opinion leaders

NYT article

NYT Web article with link

Keywords (the key to search engines)

“dog beds” HIGH traffic

40,000

“large dog beds” MEDIUM traffic

8,000

“dog beds” HIGH traffic

40,000“large dog beds”

MEDIUM traffic

8,000REVENUE PER VISITOR

$1.00REVENUE PER VISITOR

$11.00INVENTORY VALUE

$40KINVENTORY VALUE

$88K

Keyword Tool

Remove your name/domain

(brand / navigational)

Name | domain CKWP

$5 Million21,000+ keywords

5 Million $$$ buckets

Top shelf CKWP

Head

20 ckwp$1 million

(6,500 orders)

Neck

180 ckwp$1 million

(10,000 orders)

Back

800 ckwp$1 million

(9000 orders)

Rump

2500 ckwp$1 million

(8000 orders)

Tail …

16,500 keywords$1 million

(16,500 orders)

Don't neglect the rump

more info / free stuff: RobSnell.com

get on my list:info@ystore.com