1. 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 rob@ystore.com

2. 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 1989 -- Started comic shop as students 1996 -- Opened Copy Cow 1997 -- First online store – Gun Dog 1998 -- Web development & marketing 1999 – Took over GunDogSupply.com 2001 -- Sold last retail store & y!stores 2003 -- Marketing / revenue share 2006 -- Yahoo! Stores For Dummies

3. 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

4. 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

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

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

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

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

9. 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

10. 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.

11. 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.

12. 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

13. 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 e-mails PPC conversion data 3 rd party analytics Internal Store searches

14. 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

15. 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

16. 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

17. 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

18. 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