Store SEO Webinar

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Store SEO Webinar
Make More With Your Yahoo! Store
Yahoo! Store SEO (Search Engine Optimization) Rob
Snell Snell Brothers December 1, 2006
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Heres why I obsess over SEO

• Search Engine Optimization works for free Web
  traffic

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NUTSHELL 60 Second SEO Webinar

• Start with a SE friendly foundation
• Collect converting keyword phrases (CKWP)
• Put CKWP in TITLE tags and body text
• Use internal links (CKWP in anchor text)
• Get off-site links (CKWP in anchor text)
• Write unique content in CAPTION text
• Get more links than the other guy

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FOUNDATION Unlock Parking Brake

• 1) Pick your main domain
• 2) Redirect Yahoo! Store URLS (301)
• 3) Create custom error pages (404)
• 4) Use free search engine tools
• 5) Turn on XML feeds
• 6) Fix the WWW / non WWW problem

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FOUNDATION Pick Your Main Domain

• Use one domain per store
• Use main domain as Store Entry Point
• Link consistently on the site
• Set the Google WWW / non-WWW Switch

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FOUNDATION Redirect Yahoo! URLS

• Yahoo! Domain Redirect Settings
• Use the Y! URL 301 Redirect
• All store URLS to your main domain
• So account.stores.yahoo.net/pagename.html becomes
  www.domain.com/pagename.html
• Consolidates link popularity
• Fixes the CART / SEARCH problem

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FOUNDATION Create custom 404s

• Yahoo Page Not Found Handling (404s)
• YUCK Default error page redirects to your
  homepage
• Make a whoops.html page
• Use Apple.coms 404 as a model
• Turn Custom 404 on under MGR Preferences

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FOUNDATION Turn on XML Feeds

• Free Shopping Engine Traffic
• Googles Froogle, Shopping.com, etc.
• Allows some 3rd party XML export tools to work
• Monitus tools, tools.solidcactus.com,
  visualfuture.com
• YUCK Folks can steal your store
• Client example, scrapers will anyway

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FOUNDATION Search Engine Tools

• MGR Create a Google Sitemap for Your Store
• http//www.google.com/webmasters/
• MGR Authenticate with Yahoo! Site Explorer
• Use SE Advanced operators
• Sitedomain.com to see pages indexed
• Linkdomain.com to see back links

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FOUNDATION Fix the non WWW problem

• One URL for every page
• stores.yahoo.net/account/pagename.html
• I use BASE HREF
• Fixes links off the page
• Consolidates link popularity
• RTML hack for lack of non-www 301 redirect
• Most RTML folks can do this

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Optimize your online store

• Profit from your product knowledge
• Work your most valuable Web pages (MVPs)
• Create a self-optimizing store with templates
• Collect converting keywords

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1) Retailers You are an expert

• Show your expertise
• Write relevant copy
• Tell me what to buy

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Collect your expert content

• Harvest product QA from your sent emails
• Record transcribe customer phone calls
• Ask customers if they have product questions
• Add this product info to your product pages

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Pump up your product pages

• Rewrite manufacturer product descriptions
• Play 20 Questions with each product
• Use competitors ideas (both retailers and
  manufacturers)
• Use other manufacturer content
• Press releases,
• Product sell sheets,
• Owners manuals,
• Catalogs brochures.

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2) Optimize your most valuable pages

• Home page
• Info page
• Top 15 Section pages
• Top 100 Products

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Optimization starts at home

• Branding
• Merchandising
• Navigation
• WISMO?
• Load speed
• SEO

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HOME PAGE SEO Powerhouse

• Title tag - Use 10-12 words
• Meta description - Company info SERPS snippet.
• Body copy - Keyword-loaded. 500 words
• Text link navigation - Keywords in sidebar /
  footer
• Embedded links - 100 votes

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HOME PAGE Merchandising
Manufacturer Page Links
Product SPECIALS
Product shot with text links
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HOME PAGE Navigation
Shop by manufacturer
Search
Featured products
Embedded links
Text link navigation
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HOME PAGE Customer service
Utility links
Contact information
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Get the 411 on INFO Pages

• More than 50 of folks who order view our info
  page

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Use FAQ style links
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Show me how I can contact you

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Who you are where you are
Photos of owner
Show map
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SEO SECTIONS (Category pages)
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PRODUCTS Start with best-sellers
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3) TEMPLATES Self-Optimize

• Create a self-optimizing store by using RTML
  templates
• Build SEO elements right into your store pages
• TITLE tags, META DESC, H1 headlines, links
• Use SMART RTML for better SEO
• Automate marketing messages with RTML
• Free shipping, you save, mfg logos, free gifts

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Create automatic TITLE tags

• CUSTOM TITLE TAG Name price savings

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Create automatic Meta Descriptions
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Add FREE SHIPPING text (detail)
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Show manufacturer logos
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Build in links for good navigation

• Link to PREVIOUS, UP, NEXT produc
• Anchor text gives SEO benefits
• Makes easier browsing / editing

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4) Cash in on Converting Keywords

• COLLECT Converting keywords
• OPTIMIZE Store product and section page
  text/links
• TRACK Search engine rankings
• ADVERTISE Buy paid search ads
• Rinse and repeat

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COLLECT Converting keywords

• Use your Yahoo! Store stats
• Emails. Orders. Reports. History.
• Get third party analytics
• Monitus Google Analytics Indextools,
  ClickTracks
• Use PPC conversion tracking data
• Google Adwords / Yahoo! Search Marketing

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Converting keywords case study

• 200,000 unique keyword phrases
• 194,305 phrases did NOT convert
• 5,695 phrases DID convert
• 4,758 unique terms with one order each
• 1,150 unique terms with 2 1000 orders
• Obsess over the money terms

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OPTIMIZE Product / section pages

• Broad match keywords on page
• Phrase match exact phrase on page
• Find Most Relevant Page on Your Site
• If not, create a Landing Page
• Link to most relevant page in CAPTIONS

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TRACK Search engine rankings

• TRACK Your top 200 converting keywords
• Watch your Top 1000 Converting Keywords
• Dont ignore your more obscure words 1001 - 6000
• ENGINES Google, Yahoo, MSN, Froogle
• TOOLS Bruce Clays SEO Toolset Web Position
  Gold

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ADVERTISE Buy paid search ads

• Google Adwords IMPROVED!
• Yahoo! Search Marketing (Overture) -- NEW!
• MSN AdCenter -- NEW!

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So now you know what to do!

• Pimp your product knowledge and profit
• Work product by product, start with your
  best-sellers
• Build in the basic SEO and conversion elements
• Collect your converting keywords and cash in

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And now, Mr. Michael Whitaker
MONITUS.net tools for Yahoo! Store owners
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THE END
Store SEO Webinar
Make More With Your Yahoo! Store
Yahoo! Store SEO (Search Engine Optimization) Rob
Snell Snell Brothers December 1, 2006