Store SEO Webinar

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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Store SEO Webinar


Yahoo! Store SEO

(Search Engine Optimization)

Rob Snell

Snell Brothers

December 1, 2006

“Make More With
Your Yahoo! Store”

Here’s why I obsess over SEO:

Search Engine Optimization works for free Web traffic

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

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

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

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


FOUNDATION:

Create custom 404’s




Yahoo: Page Not Found Handling (404s)


YUCK: Default error page redirects to your homepage


Make a whoops.html page


Use Apple.com’s 404 as a model


Turn Custom 404 on under MGR: Preferences

FOUNDATION:

Turn on XML Feeds




Free Shopping Engine Traffic


Google’s Froogle, Shopping.com, etc.


Allows some 3
rd

party XML export tools to work


Monitus tools, tools.solidcactus.com, visualfuture.com


YUCK: Folks can steal your store


Client example, scrapers will anyway …

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


Site:domain.com
to see pages indexed


Link:domain.com
to see back links

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

Optimize your online store


Profit from your
product knowledge



Work your
most valuable Web pages
(MVP’s)


Create a
self
-
optimizing store

with templates


Collect
converting keywords


1) Retailers: You
are

an expert


Show your expertise


Write relevant copy


Tell me what to buy

Collect your expert content


Harvest product Q&A from your
sent emails


Record & transcribe
customer phone calls


Ask customers

if they have product questions


Add this product info to your product pages

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.

2) Optimize your most valuable pages


Home

page


Info

page


Top 15
Section

pages


Top 100 $$$
Products

Optimization starts at home


Branding


Merchandising


Navigation


WISMO?


Load speed


SEO

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

HOME PAGE: Merchandising

Product

SPECIALS

Manufacturer

Page Links

Product shot

with text +

links

HOME PAGE: Navigation

Shop by

manufacturer

Featured

products

Text link

navigation

Embedded

links

Search

HOME PAGE: Customer service

Utility links

Contact

information

Get the 411 on INFO Pages

“More than 50% of
folks who order view
our
info

page…”

Use FAQ style links

?

Show me how I can contact you

Who you are & where you are

Photos of owner

Show map

SEO SECTIONS (Category pages)

PRODUCTS: Start with best
-
sellers

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

Create automatic TITLE tags

CUSTOM TITLE TAG = Name + price + savings

Create automatic Meta Descriptions

Add FREE SHIPPING text (detail)

Show manufacturer logos

Build in links for good navigation


Link to
PREVIOUS, UP,
NEXT produc


Anchor text gives
SEO benefits


Makes easier
browsing / editing

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

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

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

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

TRACK: Search engine rankings


TRACK:

Your top 200 $$$ converting keywords


Watch your Top 1000 Converting Keywords


Don’t ignore your more obscure words #1001
-

6000


ENGINES:

Google, Yahoo, MSN, Froogle


TOOLS:

Bruce Clay’s
SEO Toolset
+

Web Position Gold

ADVERTISE:

Buy paid search ads


Google Adwords


IMPROVED!


Yahoo! Search Marketing (Overture)
--

NEW!


MSN AdCenter
--

NEW!

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


And now, Mr. Michael Whitaker…

MONITUS.net

tools for


Yahoo! Store
owners

Store SEO Webinar


Yahoo! Store SEO

(Search Engine Optimization)

Rob Snell

Snell Brothers

December 1, 2006

“Make More With
Your Yahoo! Store”

THE END