SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design Make More With a Yahoo! Store From $15,000 to $1,500,000 in 36 Months Rob Snell Snell Brothers

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design Who are the Snell Brothers? Rob & Steve Snell, Starkville, Mississippi Started comic shop as students Opened Copy Cow First online store – Gun Dog Web development & marketing 1999 – Took over GunDogSupply.com Sold last retail store & y!stores Marketing / revenue share Yahoo! Stores For Dummies

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design (Inspired by Mike & Istvan…) In book stores: January 2006

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design Last 365 days - 100x 2002 revenue From $15,000 to $1,500,000 in 36 Months

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design BEFORE: 2002 Sales ~ $15,000

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design AFTER: 2003 Sales ~ $208,000

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design AFTER: 2004 Sales ~ $980,000

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design AFTER: 2005 Sales ~ $1,300,000

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design That’s great, but how did you do it? Increased the site’s conversion rate –CR is the % of browsers who buy –Most important metric on your site –Shop.org says 1.8% is average Got more traffic to the site –Free traffic from search engines –Paid traffic from PPC ads and links

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design What exactly did you do? Keyword research Complete site redesign w/ RTML Search engine optimization project with weekly maintenance –Got links, added content, tweaked design Conversion rate experiments –Big ole add to cart button, free gift Special offers and promotions –Free shipping, free gift w/ purchase, etc.

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design Converting keywords are the key! Converting keywords are the keywords buyers use to find what you sell.

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design Know converting keywords, then… Optimize for free search engine traffic –Get ranked on Google, Yahoo!, & MSN Buy paid search ads –Sell with Google AdWords & Yahoo! Search Marketing Increase relevant traffic Ignore tire-kickers who don’t buy

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design #1 Keyword research: look inside Harvest converting keywords Store Manager: References Order s PPC conversion data 3 rd party analytics Internal Store searches

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design Keyword research: look outside Wordtracker.com (paid) Overture Search Tool (free) Google Keyword Suggestion (free) Yahoo! “Other searches” Teoma.com Competitor keyword tags / sitemaps Competitors’ PPC buys

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design #2 Complete site redesign w/ RTML Customized RTML templates –Improved product & section pages –Text link navigation in Side-Bar –Added SEO friendly text everywhere Better look and feel –I can’t show you the exact store –RTML examples

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design #3 SEO is all about text and links… Put converting keywords in the text –Name, Caption, Abstract fields –, meta tags, other body copy Have keywords in links to page –Footer site map (all your sections) –Internal cross-links in captions –Up to 100 links on your homepage

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design SEO: Get lots of links Get a Yahoo! Directory listing ($299 a year) Get in DMOZ and other directories Ask related sites for links Buy text link ads on related sites Do reciprocal linking campaigns Start an offsite blog Get links from where your competitors have links

SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759© 2005 Snell Brothers Web Marketing + Design "An Internet Marketing Plan that Works!" “Don't tell me what you have to do to that chicken, just keep the voodoo working! Keep the sales and traffic coming!” – Stuart B., eBodylogic.com