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

Date post:20-Oct-2014
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  • Instant

  • Real World SEO for Retailers
    Rob Snell
    robsnell.com

  • When folks are searching
    to buy what you sell

    Can they find you?

    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!

  • SEO

    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!

  • Kitchen table

    *

  • 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. Im 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.

  • homepage

  • *

  • Offline Store

    And this is what happens when petsmart opens up across the street

    We didnt 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.

  • Offline Store vs. Yahoo! Store

    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

  • Offline Store vs. Yahoo! Store

    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 doesnt 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.

  • Offline Store vs. Yahoo! Store

    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 doesnt 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.

  • Offline Store vs. Yahoo! Store

    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 doesnt 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.

  • $10,354,767.23
    additional sales

  • *

  • How I do SEO

    Pick an engine (google)

    Know what keywords you want to rank for (ckwp)

  • Pick a keyword:
    Dog House Heaters

  • Pick your store's most relevant page

    For any given CKWP, theres 1 page on YOUR web site that is the MRP

  • Put the keyword
    in the NAME & CAPTION

    For any given CKWP, theres 1 page on YOUR web site that is the MRP

  • NAME field determines
    text in tag

    Dog House Heaters, Kennel Heater Accessories, & Dog Crate Heaters.

    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

  • is the most important
    on-page SEO element

    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

  • The NAME becomes the
    LINK TEXT (on other pages)

    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

  • Dog House Heaters, Kennel Heater Accessories, & Dog Crate Heaters

    LINK TEXT is most important
    off-page SEO element

    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

  • Write a keyword-rich CAPTION

    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.

  • Get MORE
    links with the
    keyword in the
    link text

    For any given CKWP, theres 1 page on YOUR web site that is the MRP

  • Link:URL

  • 222,000 web pages in the whole wide world -- and were number 1 for DOG HOUSE HEATER. Go figure.

  • Let's talk about Search Engines

  • Search enginesGoogle graph here

  • Instant

  • Things change.
    Watch your keywords

    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!

  • dog house heaters

  • Google
    INSTANT

  • Google
    INSTANT =
    more medium tail

  • Google
    INSTANT

  • Only constant?
    Things change

  • dog training collars

  • Example:
    Personalized SERPS
    HEY I'm #1

  • SEO
    Sign 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

    Pick an engine (google)

    Know what keywords you want to rank for (ckwp)

  • more info / free stuff:

    RobSnell.com

    *

  • get on my list:

    info@ystore.com

    *

  • Collect
    converting
    keywords

  • 21,358
    converting keywords

    AND I know from my WEB ANALYTICS software that these phrases have generated

  • $6,264,243.60
    from keywords

    some keywords more than others, and well talk about that in a bit ok?

  • Prioritize
    SEO keywords
    based on
    revenue

  • # 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.

  • Prioritize
    SEO pages
    based 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 TWO
    relevant pages
    for every keyword

  • Clustered results

  • Advanced operator
    site: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 dogs position and shows you exactly where he is, even when you cant 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 youre ready to turn him loose no other setup required.

    Track Dogs in Dense Cover -- As often as every five seconds, your dogs DC 30 transmits his position to your handheld, and you can see his current location and a trail of where hes been on the Map page of your handheld. Switch over to the Dog Tracker page to view a compas

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