Real-world SEO for Retailers

Rob Snellrobsnell.com

homepage

Web Sales Before

1997 2004 2010

Web Sales Before

1997 2004 2010

Web Sales After

1997 2004 2010

Web Sales Actual Lift

1997 2004 2010

$10 million

$10,354,767.23additional sales

engines

Search enginesGoogle graph here

Reset Safari

Clustered results

&num=1

keywords

Collect converting keywords

21,358converting keywords

$6 Million$6,264,243.60

head

neck

back

looooong tail

rump

mfg brands generic terms

pages

Googleentry pages

links

1,000,000 links

StoreEditor

Home page PAGE-TITLE

Home page INTRO-TEXT

Put keywords in TITLE / TEXT (on most relevant page)

Home page CONTENTS

Home page LINKS

Single URL

Compelling CONTENT

Buyers’ guides

50% higher conversion rate

Visitors entering on

than visitors who enter on a section / category page

Create keyword-rich content

Section page NAMES

Section page CAPTIONS

Section page LEAF=Y

So instead of this NONLEAF

You have this LEAFED

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:

Embedded CKWP links CAPTIONS

Search Yahoo.comsite:yourdomain.com

“converting keyword phrase” -link:URL

Unique Product NAMES

Unique Product

CAPTIONS

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:

1-10 of 1770 Lazy And this

CustomPAGE-TITLE

Top 100

CustomDESCRIPTION

Top 100

Very BriefFINAL-TEXT

$360,000 modifiers

(buy, cheap, best, reviews)

Discount hunting dog vests

Buy hunting dog vests

hunting dog vests online

Google Webmaster

Central

Google products

site:yourdomain.com

Custom RTML

Baked-in SEO

Elements

TITLErecipe

META-DESCrecipe

H1 recipe

SECTION TEMPLATE

Silo-Based Navigation

SPECIALSat top

of page

Text below CONTENTS

(Caption2)

Multiple footers

STUPID SEO STUFF

Override link text

(short-name)

Override alt-text

(alt-text)

Record everything

Better breadcrumbs

How do you make all of this content?

Record everything

Interview folks.Transcribe audio

into text.

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.

Take best products and play

“20 Questions”

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

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

Turn customer questions into product FAQs

WORD.doc > 1000 page Warner’s wisdom

Write unique product

descriptions

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:

1-10 of 1770 Lazy And this

Provide more info than anyone

Tip: Write one new paragraph

for every $10 in item price

You have this

Google loves unique content

Shoot video of anything you can

demo

“Liberate” manufacturer

created content

*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.

Transcribe DVDs & Videos

Text from packaging & POP