Search Engine Strategies NYC Party List -- SES NYC 2007

Just got an email from my cousin, Joe Morin, SEO to the CEOs about the SES NYC Party Schedule. If the TSA guys would let me, I'd bring him a big ole jug of mamaw's mash.

Thanks, Joe! I'm looking forward to SES NYC and having some fun after weeks of dealing with the house fire fallout. :/

See SES NYC 2007 Search Parties

OK - Here it is. This is the thread that I will be updating with all information that I receive regarding parties, events and gatherings for the upcoming Search Engine Strategies Conference in New York City April 10 - April 13, 2007.

If you are a search engine or vendor events coordinator and are planning an official gathering or even an informal one that you would like me to promote, then send me a PM with all of the details that you would like included. If you are an attendee and you've heard of a great event, also feel free to send me a PM and I'll look into adding it to the list.

Yahoo! Store Owners Should Also Pimp Out Their Yahoo! Local Listings, too

Blog reader, Mark, just pointed out that the Yahoo! Local page for Copy Cow is actually better than the Google local page for Copy Cow. He called me on it and he's right! For a college town, Google is even more important than ever, but why turn down free traffic from Yahoo?

ALSO -- Looks like I dropped the ball on optimizing the Copy Cow Copy Shop name on Yahoo!, too.
  I have the flu thing going around (post CHICAGO SES) and am home, so I'm playing on the Net instead of getting caught up on 3 weeks of work (read on...)

Continue reading "Yahoo! Store Owners Should Also Pimp Out Their Yahoo! Local Listings, too" »

Free Yahoo! Store Webinar on Friday

We're already "sold out" but I'll hold a few more slots for blog readers who didn't sign up in time.

Make More with your Yahoo! Store
FRIDAY, DEC. 01, 1pm ET - 1 hour
$97 (FREE for Yahoo! Store Merchants)

CLICK HERE TO SIGN UP - Free to Yahoo! Store Owners

Learn how to drive search engine traffic to your store and then all the way to the bank.

In this free, one-hour Webinar, you'll learn secrets of Store SEO (search engine optimization): How to optimize your Yahoo! Store products and sections to get free search engine traffic.

Also, guest speaker Michael Whitaker of Monitus.Net's Store Tool Set will show you how to measure how you're doing. See what's working and focus your efforts on the marketing that gives you the best bang for the buck. SIGN UP NOW!

EVENT: For Yahoo! Store Owners Only: Make More with your Yahoo! Store

SPEAKERS: Rob Snell, Michael Whitaker

DATE: Friday, December 1, 2006. 1:00 pm, Eastern. (10:00 am Pacific time).

HOMEWORK: Not mandatory, but recommended reading assignment: "Starting a Yahoo! Business For Dummies," CH16 + CH17. Now available in stores nationwide or online at Amazon.com - Just search for Yahoo! Store

CLICK HERE TO SIGN UP - Free to Yahoo! Store Owners

Free Yahoo! Store Training

I'm going to do some free Yahoo! Store training stuff via rich media. Now's the time to tell me what you want. :) I'm getting all my notes ready for my presentation in Las Vegas for Pubcon and there's no way I can cover what I want to cover in 15 minutes, so you get all the material that wouldn't fit!

Have y'all seen the cool Lexus commercial where the car parks itself? I wish I had the online SEO version of a Lexus LS 460L. Holy cow! Parallel parking itself? I'd like an RTML template to do that!

Continue reading "Free Yahoo! Store Training" »

FREE RTML Yahoo! Store Template

Rob3

If you’re a client or friend of mine PLEASE DO NOT DO ANYTHING THAT DELETES YOUR CUSTOM TEMPLATES. If you don’t know what I’m talking about, then relax.

First, what is that RTML all about?

If you’re a retailer, I think that you don’t need to know RTML. I think you need to know what you can get someone to get RTML to do, but unless you want to get into the Yahoo! Store development business, don’t bother.

I’m about to start giving away tons of FREE Yahoo! Store RTML templates, not just because I'm a nice guy, but there are too many people who need these suckers and fast!

Continue reading "FREE RTML Yahoo! Store Template" »

Yahoo! Store QuickBooks friendly Order Management Software

Just got an email heads up from a long-time reader with permission to post to the blog. Thanks, Elliott!

 

How is the OrderMotion going? I have found a great new program. T-Hub from www.atandra.com which is designed to integrate Yahoo! Stores (and some other ecommerce stores) with either Quickbooks or Quickbooks POS. Good pricing and so far support has been great. Check it out IF you use Quickbooks or QB POS but definitely should be in your newsletter.

-- Elliott Raby, Sales Manager, beauticreams.com

 

 

Kansas City Yoga Master Reveals Yahoo! Store PPC Tricks

Kansas City Craig Paddock was telling me something about getting my chakra khans aligned the other day to help increase my Yahoo! Store conversion rate.

Or something like that.

Thanks to Dave over at Visual Future, and his cool trick with pushing the ORDERVALUE of a sale back into GOOGLE ADWORDS, I'm ready to get serious with a new Google Adwords campaign.

Bryan, this is for you, and Tom, and Leigh, too.

For example, let's say I want my ad to show up for the phrase Ultra Smart. As you know from reading my DUMMIES book, when you buy Google Adwords for your Yahoo! Store, you can select three ways for your ads to get triggered by various keyword searches: Broad match, Phrase match, and Exact Match.

BROAD MATCH (the default at Google), triggers your ad any time anyone searches for any keyword phrase containing all the words anywhere in the search phrase in any order.

BROAD MATCH EXAMPLES (queries that would trigger my ad):
ultra smart,
Ultra Dog Smart,
Smart Ultra,
not smart to smoke ultra filtered

PHRASE MATCH (indicated by quotes around a "keyword phrase"), shows my ad any time anyone searches for any keyword phrase containing the PHRASE "Ultra Smart" anywhere in the search phrase.

PHRASE MATCH EXAMPLES:
Ultra Smart
,
cheap ultra smart,
find ultra smart collars,
best prices on ultra smart

EXACT MATCH (indicated by brackets around a [keyword phrase]), triggers my ad ONLY when someone searches for the EXACT keyword phrase Ultra Smart.

EXACT MATCH EXAMPLES:
ultra smart,
ULTRA SMART,
Ultra Smart

Mr. Craig Paddock, Kansas City yoga master and PPC Keyword genius is my "goto guy" for paid search. 

Craig says to always buy all three variants of your keywords: broad match, phrase match, and the exact match, because that way you can see which versions of a keyword phrase are actually converting for you.

When I'm setting up my ads, I paste the following in the KEYWORDS box:  
ultra smart
"ultra smart"
[ultra smart]

AND HERE'S HIS BEST TRICK: Craig says watch your log files (Yahoo! Store References, Rev-Share URLS, Google Analytics w/ Monitus Tools, whatever you use) for converting keyword phrases that triggered your ads with broad match and then buy the phrase match and exact match for that keyword, too.

For example, if the phrase ultra smart pet containment converted into a sale, Craig would tell me to also buy "ultra smart pet containment" and [ultra smart pet containment] as well. Always keep buying more and more specific phrases to see what converts better.

Thanks, Craig! And good luck with those yoga classes in Kansas City. If ever go into "downward spamming dog" I don't think I could get out of it!

Rob

P.S. ADDENDUM: Craig just emailed me and said "You might mention that as you uncover these these niche phrases you can incorporate them into your organic campaign as well."

This means SEO (Search Engine Optimization), one of my favorite Yahoo! Store topics. We'll talk Yahoo! Store SEO next episode. I can hear Jay ringing the dinner bell down at one of my favorite Starkville restaurants, the Veranda.

READ SOME ROEBUCK: Integrating PayPal into your Yahoo! Store

Link: Michael Roebuck's Blog.

Integrating PayPal into your Yahoo! Store

If you are a Yahoo! Store owner and are using the new Yahoo Checkout, then you must be accepting payments from PayPal.

Before Yahoo! integrated PayPal with the checkout process, we were using a PayPal hack that inserted a PayPal link on the order thank you page. This was nice because it allowed customers to pay via PayPal and still comply with Yahoo! Terms of Service.


Mike is right! Start taking Paypal. The more ways you have for folks to pay, the more likely they are to give you money!

Pimping ain't easy for Yahoo! Store Book Author

Well, I've been back for over a week from Search Engine Strategies in San Jose, CA and I haven't been in my office for even a half day yet. I've been working on OrderMotion for GDS which rocks when it works and bites when it doesn't. (More on that when I'm done...)

I would have to say that SES2006 was the best week of my career. SES San Jose always sets the tone for the next year or so, but this year was just a little bit more for me, anyway...
Rob_snell_and_matt_cutts

First, I got a last minute invitation to the GooglePlex in Mountainview, CA, to be one of 16 folks at the first Google Webmaster Roundtable. I met some really cool Googlers, gave them blunt feedback about what I liked and didn't like, and I learned a whole bunch of cool stuff I can't blog or write about, but you'll find out REALLY soon!


Next, I ended up with a last minute speaking gig at SES in the P!MP MY SITE session. Holy Cow! Did I mention it was last minute? Like 30 minutes notice. And I got to wear a purple pimp outfit!

Embarrassing pictures of me are available at Mike Whitaker's blog. See his Yahoo! Store Blog - Pimp my Site post. (Thanks Mike & Jean!)

Pimp_panel_blog_thumb

I got to share the SEW stage with fellow pimps including moderator Elisabeth Osmeloski, who is the Managing Editor, Search Engine Watch. Speakers included Jennifer Laycock  of Search Engine Guide, Dax Herrera of WebGuerrillaHeather Lloyd-Martin SuccessWorks, and Todd Friesen, a.k.a Oilman, of Range Online Media.

Featured in our PIMP MY SITE review was a very, very braveYahoo Store Owner  , Peggy Li, who sells handmade jewelry, earrings, necklaces and unique beaded gemstone jewelry "as seen in Lucky Magazine."

My P!MP appearance turned into a stand-up presentation without the benefits of preparation or Powerpoint, but I think I did a good job representing Y! considering we covered Yahoo! Store for almost 30 minutes of the PIMP MY SITE presentation.
Jenny_cu_dev_pix_from_flicker_1


Finally, I had a great time in Sunnyvale, CA at the Yahoo! Store Developers Meeting. Special thanks to Mike & Jenny for accomodating all of us. Again, I signed this NDA so I can't reveal lots of cool, new stuff coming soon, but I think you'll like.

Ultimately, I think the folks at Yahoo understand that retailers need a strong developer base to help them sell more stuff because merchants are too busy selling to do their own development. And everyone wins when Yahoo! Small Business helps us help merchants sell more merchandise.

My take? Store developers need more marketing resources and specific help from Yahoo!, especially those of us out there beating the drum and promoting the Yahoo! Store platform to retailers and marketers on a national level.

I see ten or so folks out there pushing the Store product through DVDs, eBooks, webinars, seminars, speaking engagements, blogs, 3rd party software integration, feed services, (and even Dummies books) and we need help (yes, even more help!) from the big purple 25th letter of the alphabet.

End of rant. Give me a week or so, and I'll be back in full swing blogging, emailing, and calling folks back! Thanks, y'all!

Rob

Word on the Street: Yahoo Store and 301 redirects

Link: Yahoo Store and 301 redirects.

I made this post on Webmasterworld's supporters forum back in January, but with all the questions coming in about 301's and the new "forced" redirect happening, you need to know about this stuff.

I'll post another article in a bit about the SEO implications of using the 301 after I get some more feedback from my SEO friends, but the word on the street is that if Yahoo is going to 301 your store URLs, you might as well refresh them to the WWW version of your domain (IMHO). -- Rob

Continue reading "Word on the Street: Yahoo Store and 301 redirects" »

Yahoo! Store Editor Utility and Why I love RTML

HERE IS MY RTML:

Sale-price-no-price ()

HEAD 
  TITLE "Untitled"
BODY
  FOR-EACH-OBJECT WHOLE-CONTENTS
    WHEN AND
           NOT @price
           @sale-price
      WITH-LINK TO id
        TEXT id
      TEXT " "

HERE IS THE ACTUAL RESULTING PAGE:



These items have a sale-price, but no price, which screws up my SAVINGS template.

Please fix by moving the sale-price amount into the price field. Easiest way to do this is to make a new page. Copy all the IDS into the CONTENTS field. Update. Hit EDIT ALL. Easy peasy. -- Rob
DOG-HOUSE DOEFECOSYWIW GUN-DOG-MAGAZINE-APRIL-MAY-2006 GUN-DOG-MAGAZINE-JUNE-JULY-06 PEWTERKEYRING POINTINGDOGJOURNALMARCHAPRIL2006 REDPLASDUMWI REFOLOLA RESIXLOLA RESIXRIGATO REPHAPJAC SMARTWORK-WATER-FORCE-SWIM TRITSPORHOL1 SPSEWOODUCAR STAINLESSSTEEL3QUARTBOWL DAVE-WALKER-MANUAL REJOVOVINU3M TRACMAXDUOWI TRANFOREDTAN G2-HOLSTER WILDFOWLAPRILMAY2006 WIDOREMAW WISIREMACAW WISIWHW

Edit Section Item Link Image Special Cut Copy Delete Variables Help

pad

Regular Find Contents Files Sale-price-no-price Types Database Upload Config Controls

 

This utility took maybe 5 minutes to code in RTML and fix a 5000 item store. I actually hand code the Instructions into the RTML so I can remember why I wrote it in the first place. I love RTML. -- Rob

Yahoo Store Book Ships! March 31, 2006

Saybfd


Just got my cases of Starting a Yahoo Business For Dummies 2006. Don't know if you can hear me smiling or not. Thanks everybody! Now I'm off to STL and then to LA for the Yahoo! Store seminar next week with Mike and Istvan. -- Rob

P.S. Here's the Amazon link, they should have the books first thing next week (the Web page is wrong and says it'll be a couple of weeks)! http://www.amazon.com/gp/product/0764588737/sr=8-2/qid=1140275737/ref=sr_1_2/103-4498188-6183843?%5Fencoding=UTF8

Ready to cash out? Read this before you sell your Yahoo! Store

Got this cool email from a longtime client and friend about valuing your ecommerce business and he said I could blog it!

I have another client who is actively buying ongoing ecommerce concerns with cashflows of anywhere from $100K a year to $2MM. If y'all are looking to cash out, drop me an email.

Finally got around to pre-ordering my copy of your book today--trying not to hold my breath until it arrives. I wrote the info below on e-commerce business valuation and thought you might find it interesting.  I think this is a subject of great importance to many of your customers. --- Chris, CyberAuto.com

The valuation of e-commerce businesses has been the subject of extensive research and discussion.  My opinion, presented here, is that the valuation of an Internet-based business, once ridiculously high, is now unreasonably low.  While the peculiarities of Internet trade need to be taken into consideration, an e-commerce business can be valuated much as any other type of business.

A website is so much more than a group of files hosted on a server.  Were it just that, its valuation would simply be the cost, in terms of labor and software, to replicate the site with a slightly different domain name.

No, as a minimum, an individual website’s value can be measured in terms of the traffic it is capable of capturing at any given moment.  While a website may be duplicated, at the point of it’s duplication it is of absolutely no value.  Until that website is able to attract customers and generate revenue, it is worthless in terms of valuation.

The newly duplicated site can be worth some amount of value with pay-per-click advertising.  At this point, however, its value as a revenue generating device is reduced by the cost of paying to bring the customers to the site.  The unfortunate truth of pay-per-click advertising is there only has to be a single advertiser willing to pay more than the sale of a product is worth to make competing sites of no value.

Because of the simplicity of e-commerce shopping, one vendor who simultaneously increases their bid on pay-per-click advertising and reduces the cost of their product will effectively eliminate all competition—differences in brand, quality, and customer service notwithstanding.

Therefore, the only way that a website can have any value is to rank well in the results that search engines provide at no cost to the vendor. This is the true measure of the worth of a website.  This includes websites that have no e-commerce, as they have at least as much value as competitive websites are paying to attract customers to their products.

Indeed, this is the foundation of content websites, which offer nothing for sale but succeed financially by attracting customers and then directing them to e-commerce websites who pay for this service.

True, if a website is built from scratch and effective in its design, it will eventually be able to obtain placement in search engine results.  But at what cost in terms of time?  Currently, many large search engines’ algorithms do not even choose to rank a website for as much as 6 months after it is found, since the longevity of a site is a measurable part of the relevance algorithm.

Even then, since the algorithm includes scores for links to the site from other sites, it can take years to see a significant improvement in a site’s placement.  Search engines are very perceptive at attempts to falsify the relevance rating (called “spamming”), and punish the offending site quite harshly.

And yet, while I have asserted that a website has at least the value that other e-commerce sites are willing to pay to attract the same customers, this is not an easy thing to calculate.  No tool exists to identify the keyword phrases that visitors have used to find the site on every search engine and provide the cost being bid for pay-per-click advertising on each of those keyword phrases.

It can be easily calculated manually for a handful of keyword phrases, but to do this exhaustively would be impossible.  The search engine rankings and pay-per-click bids change frequently enough that any data that was obtained would be obsolete by the time it was completed.

While another method would be desirable, we find ourselves gravitating back to revenue generation and profit as a baseline for website valuation. However, if the logic that lead us to this point has held—that websites cannot simply be duplicated, and that the true value of a website is in the traffic that it generates for keywords that bring buyers—then this is a fair method of valuation.

For some reason, we have allowed ourselves to be convinced that while a brick-and-mortar business can be valuated based on revenue and profit, an e-commerce business cannot. This is in due in part, no doubt, to the outrageous valuations placed on e-commerce businesses during the initial boom period of Internet.commerce  After so many of these businesses tanked, taking with them unprecedented amounts of investor funds, public sentiment swung dramatically in the opposite direction, placing valuations where they are today.

In truth, these businesses failed for the same reason that many businesses fail—because of a broken business plan. The failure was simply magnified by the outrageous amounts of cash thrown at the business, cash that allowed the seed of a miserable business plan to germinate into the weed of a miserable business, and then to live far longer than was possible of a brick-and-mortar business because it was tagged as an “Internet Business”.

E-commerce businesses today succeed or fail based on the business principles upon which they are founded and the way they are led.  Just as there is nothing magic about conducting business on the Internet to justify the obscene valuations of the late 90’s, there is nothing boding doom to justify the poor valuations today.

In conclusion, an e-commerce business should be valuated based on the exact same fundamentals as any other business. Proper consideration should be given to both the strengths and weaknesses particular to e-commerce business, but these won’t normally dramatically affect the final valuation. - CM

Thanks, Chris! -- Rob

Good (Yahoo! Store) help is hard to find...

Howdy! A fellow Yahoo! Store owner emailed me this and said it was okay to post in my blog:

Do you know where the best place might be for me to find a webmaster for my yahoo store? I need someone adding products 40 hours a week. I have one on staff but we need another. I can't seem to find qualified people. I am located in NY. Starting salary is around 40K with medical, dental, vacation, sick days & 401K.

Email me at rob at ystore dot com and I'll hook you up.

I wonder if this could be a virtual opportunity for the right person, like a student or at stay at home mom or dad? Good Yahoo Store help is hard to find.

-- Rob

Yahoo Storefront Design Tips - Part 1

Link: Yahoo Storefront Design Tips - Part 1.

By James Maguire March 20, 2006 -- In many cases, Yahoo merchants look for an outside designer to take their store to the next level. Enhancing the template takes technical expertise that many storeowners lack — they're merchants, not techies.

There are so many Yahoo storeowners, and such large demand for enhanced Yahoo store design, that a community of Web designers who focus on Yahoo has grown up. Type "yahoo store design" into Google — or, better yet, into Yahoo — and you'll see a legion of design firms geared for merchants on the Yahoo platform. None of these firms are officially part of Yahoo, they merely re-design the company's default e-commerce platform.

This is a VERY good overview of what you can get done to your store by various RTML developers. For what it's worth I have a list of RTML folks I recommend if y'all want it. Email rob at ystore dot com and just ask for the GOOD list. ;)  -- Rob

Why I hate shopping on eBay and love my Yahoo! Store...

I just got sniped on a $7.00 auction because I was outbid and was busy on the phone when bidding ended. I got the email saying I was outbid, and then by the time I logged in the auction was over. Dang it!

Honestly, I'm a "buy it now" kinda guy. I hate shopping on eBay because of the way auctions end at the most inconvenient times. Unless I'm bidding on something I REALLY, REALLY must have, I can't always remember to be there when the auction ends.

Here's my suggestion: Allow all bidders (or just interested parties) to be notified by e-mail or SMS 10 minutes before an auction ends. I know this will increase the price of the average auction, but I just want a shot at the last second without having to bid $100 on everything I think I may want!

I guess I can set up a Yahoo! reminder, but it would be so much nicer to not have to do it... -- Rob

The Man Who Said No to Wal-Mart

Link: The Man Who Said No to Wal-Mart.

Every year, thousands of executives venture to Bentonville, Arkansas, hoping to get their products onto the shelves of the world's biggest retailer. But Jim Wier wanted Wal-Mart to stop selling his Snapper mowers. Excerpted from The Wal-Mart Effect, to be published by the Penguin Press, by Charles Fishman.

I really enjoyed this article. Makes me want to buy a Snapper and I don't even cut my own grass (Steve won't let me after I, uh, broke another mower).

If we could get about 100,000 more business owners like Jim Wier, I don't think we would have this massive trade deficit.

-- Rob

Why you should right align form labels

Link: Swapnonil Mukherjee's Weblog : Weblog.

Why you should right align form labels? Posted on Sunday January 01, 2006 Most web sites or desktop applications that we use, generally make us fill in a set of data entry forms. These forms show up,either in the registration page of websites or in task oriented dialogs,wizards or message boxes of desktop applications. Depending upon the size of task at hand, these forms can have anything between 3 to 30 fields, and require you to diligently answer every question being asked. Some even span multiple pages. No wonder an entire industry has emerged, selling just auto form fill products.

Mike & Istvan's New Yahoo! Store Book Only $31.95

Yahoo Store Tips & Tricks  Yahoo Store Tips & Tricks Intro

"When Mike and Istvan asked me to write the introduction to this book, I was very excited for two reasons: First, I just wanted to read the dang book and get the good stuff for my own stores before everyone else did. Second, I wanted to steal the really good stuff for my forthcoming "Yahoo! Small Business / Yahoo! Store For Dummies" book!

All teasing aside, you really need to buy this book if you are serious about making more with your Yahoo! Store. It shows you over 100 tips, tricks, tweaks, and templates to jazz up your store. You can do something with this info almost immediately, too! I was editing templates after about 30 minutes of diving into the book.

Buy this book if you are a Yahoo! Store owner. Improve the look and feel of your Yahoo! Store without touching custom programming or RTML. This book shows you specific store features you can add or enhance with RTML template tweaks. It also shows you exactly how to do it!

Not a programmer? Me either! If you don't want to wade into the thick stuff, read the overviews, skip the code, and buy a copy for your favorite geek. You can always outsource this stuff, too. Open up your wallet or your Paypal account and hire a Yahoo! Store developer. There are dozens of RTML guys (and gals) who can implement RTML template changes for you.

Buy this book if you are an RTML developer. You'll learn enough from one or two little tricks to more than pay for the price of this book. I think they should charge fellow developers $500 or $1000 for the tips and tricks alone, much less the template examples. $31.95 is a bargain!

Mike & Istvan have forgotten more RTML than I'll ever know. I was playing with RTML back in the good ole days, but I didn't know what I was really doing until their books came out. I am NOT a programmer. I'm a retailer turned internet marketing consultant who had to learn to hack RTML to be able to make my Yahoo! Store pages look the way I wanted to increase conversion rates and to make the pages as search engine friendly as possible.

Mike's book ("RTML for Yahoo! Store - A visual quick-start tutorial to modifying templates") got me deeper into modifying RTML templates. I could already do cool design stuff with RTML with tables, but I was afraid to actually do any programming until I read his book.

Istvan literally wrote the book on RTML with "RTML 101." I re-read Istvan's RTML 101 book for the 17th time on the flight out to their latest training seminar. Wow! I'm still amazed at how Istvan was able to reverse engineer all of this stuff with almost no documentation from Yahoo!

Mike & Istvan's "Yahoo! Store Tips & Tricks" shows Yahoo! Store owners how to do two very important things: 1) save time by speeding up daily store editing and maintainence tasks and 2) make more money by creating a faster and easier shopping experience for customers. Highly recommended." 

     -- Rob Snell

Trellian Competitive Intelligence - Business Intelligence Tool

Link: Trellian Competitive Intelligence - Business Intelligence Tool.

"Competitive Intelligence Trellian compiles and analyzes internet usage statistics to create a powerful Competitive Intelligence tool that no business should be without. ... Competitive Intelligence provides the means to monitor your competitor's web sites to identify their major traffic sources. You can find out which sites are responsible for sending traffic to their pages, including search engines and the search keywords used."

I just signed up for the Trellian Competitive Intelligence tool. It's $65 a month per domain. At first, there was virtually no info about my domain, but 24 hours later I got my money's worth. Take a gander... -- Rob

Yahoo Store Book Writing For Dummies

Mybook
So I've been up writing (again) for something like  36 hours on this last Yahoo! Store Book deadline (soon, soon!) , and I have the TiVo running at the house. About 8:00 last night I start getting all the SPOILER emails.

Nooooooooooooooo! I haven't seen it yet! Don't tell me...

<<< I printed out the book at the Copy Cow and Nikki couldn't bind it with a single coil! It's a two-volume monster sized e-commerce tome and I have 84 pages to go and 84 pages to cut. Ack!

Out comes the chainsaw! -- ZZZ ROB

Just got back from Webmasterworld.com

Just got back from the New Orleans PUBCON Webmasterworld event. Nothing but good fun, good friends, and great search engine marketing ideas.

I'll post tidbits as I decode my notebook.

Pubcon SEO Tip #1: Outbound links to authority sites don't hurt, do help, and can actually help your readers. For example: Here is a link to the Search Conference page on WMW. Sign up. Go to the next in Vegas or London.

Rob

Yahoo Store Review on Paper

BUSINESS MODEL REVIEW
    examine business model (repeat orders, mailing list collection, lifetime value of a customer)
    create customer profile -- demographics
    review product families
    review manufacturer overview   
    review industry issues
    compile competitor list
    history of site + business

    what do they KNOW they need to do but haven't done yet

INITIAL SITE ANALYSIS (STATS)
    daily revenue graph
    daily traffic graph
    qty orders graph
    average sale / # of items
    repeat orders

    uniques / carts / completions MATRIX

    sales / unique visitor
    CONVERSION RATE chart
        ? Dropped Carts protocol

   


INITIAL MARKETING ANALYSIS -- what are they doing?

    SEO - esp. top 10 referrers
        Channel partners
        content creation / what do they have

    PPC  -- average daily traffic, spend, # of keys, history, etc.
    Affiliate-wise
    Email newsletter
    Ezine advertising
    Offline marketing

-- -- START DIGGING -- --

START WITH KEYWORDS
    begin keyword harvesting from logfiles
    collect converting keywords
    perform offsite keyword research
        WORDTRACKER / OVERTURE / GAW
    perform keyword value matrix based upon bids / traffic

    compile list of top 200 keywords (traffic/conversion) by value
    create BULK list of keywords
    create position report --  repeat monthly  (200 KEYS)
        within this list:
        top 20 competitor analysis
            ALEXA report on position / other pages they visit
            their backlinks > OLES2000

-- -- START FIXING -- --

USABILITY DESIGN -- make site easier to use
    complete useability checklist JN1999
    examine log files for paths
    improve navigation
    decrease load speed / make load faster
    get ADD TO CART above fold
    prominently feature CART + checkout

DESIGN  Improve look & feel
    balance pretty w/ fast
    add manufacturer logos for trust factor
    clean up product photos for best-sellers

CONVERSION WORK   
    do CONVERSION CHECKLIST (JN207)

    examine conversion rate by product

    do an abandoned cart report   

    begin testing CART VARIABLES weekly to optimize cart

-- -- -- NOW THAT THE MACHINE IS FIXED, GET MORE TRAFFIC -- --

GET MORE FREE TRAFFIC via SEARCH ENGINE OPTIMIZATION
    optimize on-page factors
        Product / section names
        TITLE TAGS (w/benefit / call to action)
        on page text (DETAILS / CAPTIONS)
        META DESC to match desired ABSTRACT on SERPS

    optimize site wide factors  --
        global text navigation
              consider smart anchor text on 1000+ page sites
        create 5-7 theme pyramids based upon sections

 

  optimize off page factors  --
        get more links
        directory listings
        content site resources pages
        check PR & backlinks of competitors
        run an OLes2000 Scan

    create blocks of info pages

GET CHEAP TRAFFIC from PPC
    begin bulk keyword harvesting
    create variant bulk ads
    drive traffic to landing pages a la search results page

GET EXPENSIVE TRAFFIC from PPC
    consider premium ads <<< danger!
    write various ads <<< this is scary!

CONSIDER OTHER METHODS OF TRAFFIC

-- -- -- MORE DETAILED -- -- --

CUSTOMER FRIENDLY CONTENT
    create useful BUYERS' GUIDE
    create FAQ
    create GLOSSARY
    examine AIDA on top sellers

    create solutions from problems their customers have
        (ex. stop dog barking)

MAKE THE SITE SELL
    make sure site has positive language
    stress benefits
    remove risk / all impediments to buying

    products: show features & benefits
    ask for the sale / call to action
    have specials / feature certain items

CREDIBILITY
    customer testimonials
    trade organizations
    about the company / our story
    photos of location / principals
    complete contact info
    consider 100% satifaction guarantee

MAKE THE SITE UPSELL & CROSS SELL
    cross sell related products
    upsell options

-- -- -- ONGOING MAINTENANCE -- -- --

EDIT and/or CREATE NEW PRODUCTS
     daily product maintenance - who does this?
     bulk product uploads  - how often NEW data?

Last month was CONVERSION RATE MONTH.

Here's an old email I ran across that seemed pretty interesting after a night of working on the Yahoo! Store Book:

Thanks, ___. I pay attention! Probably not "stalker-like-freak-out-the-guru" paying attention, but more like reading anything I can get my hands on to get better ROI on my PPC. I'm seeing these patterns all over the net. Your name is one of them.

Last month was CONVERSION RATE MONTH. Tracking CR, Click Trails, Dropped Carts & Orders on a daily basis on this Month at a Glance calendar for 4 or 5 Yahoo! Stores has lead to some pretty cool discoveries.

Currently I have access to 225-some-odd Yahoo! Stores (Client sites & my sites) , so I pay attention to the good, big ones; sites with traffic of 1000+ folks a day sites with 3 or 4% or higher CR.

Some days I don't think there's anything scientific about improving CR. It's a BLACK ART. I try something on STORE 1, works great, get up to a 4.5% conversion rate. Try it on STORE 2... nada.

Nowadays I just remove "all impediments to buying," remove all negative cart language, put 800#'s and real street addresses and money back guarantees everywhere, and then start changing things to see if something has a major effect.

PRETTY COOL EXAMPLE: FREE SHIPPING works wonders. Client site has an average sale around $400. Conversion rate is .6%

Just did a redesign to clean up the site and move to a more Google friendly page design. Converted everything to text links, pyramid style linking design to maximize link, added more content, better product images, etc.) PUBLISHED the site and 4 days later, we got NOTHING. Same as before the redesign. No increase.

Now the site looks beautiful. Clean. It loads pretty fast. Same sales copy. Not as generic Yahoo Store-looking. No increase. About a sale a day. Same as before.

Ugh. Four days of this and my stomach hurts.

So I start looking at click trails and this guy has 80% +/-  dropped carts. Maybe his shipping seems high? Nothing really in the cart that looks wacky. Client is SUPER laid-back, loves the way site looks, and agrees to a FREE SHIPPING test. It costs him $16 per order. One extra order pays for 12.5 FREE SHIPPING orders, so what the heck, right?

Back in the saddle again. By eating the shipping cost as a marketing cost we can use a Yahoo! Store feature which allows a 1-page checkout.

Daily Orders right after facelift: 1, 1, 1, 0, 2, 2

Daily Orders AFTER FREE SHIPPING: 2, 5, 4, 1, 2, 3, ...

Client is happy.

FINDING KEYWORDS THAT CONVERT

So after figuring I've tightened up my stores as much as possible, I start looking for which KEYWORDS convert better.

Yahoo! Store will let me see REFERENCES for sales and traffic by search engine for the past 6 months, but I can export SALES from the dawn of time (Viaweb ~1997 B.C.) and the ORDERS.CSV has a field that stores the CONVERTING KEYWORD. Some 40% of my orders have a keyword phrase that matches up.

I export 6 years of orders. S-L-O-W. Two hours later I pull a report on CONVERTING KEYWORDS which gives me a list of 3500 unique phrases *AND* how many orders / how many dollars they've generated. Top phrase has generated $50,000+ in sales. Pretty cool. There's some chaff in there. I have to delete some 500+/- junk phrases.

That's when I started buying Google Adwords and started looking for my copy of your book.

By the way, GAW! (Google Adwords) converts well on the WEIRDEST of phrases. I have this one phrase that has NO traffic (almost), but when they type it in, they buy something. It's a butchered version of a manufacturer name. It's converted mostly on AOL and some on DEALTIME (which my Keywordmax.com software tells me!) but I would NEVER have these sales without your methodology.

I make 5 or 6 KEYWORD BUCKETS. Then I break out the expensive words like you say so I can REALLY tweak those ads. Got a 10% conversion rate on my 50K BUCKET. MAX bid is $1.00, but I'm getting a hell of a discount. 71-cents is my average bid.

I log into yet ANOTHER GAW!account and see that $2.34 is the recommended MAX on the same keyword for the #1. I'm getting it for 71-cents thanks to you!

Rob

Should Yahoo! Store Owners Blog? Peerless Plasma Table Stand

I'm trying to get a friend of mine to see the power of blogging about his experiences with products in his Yahoo! Store.

Example: Here is a converting keyword phrase.  What if you have a plasma tv and you don't want to mount your new plasma to the wall? Doug says you need a stand for your plasma tv. He just sold a Peerless Plasma Table Stand  to a guy in Palo Alto. The reason Doug carries these is because they are really sturdy and look cool, too.

In my opinion, Doug should blog about who buys what and why.

Rob

Yahoo! Store Cookies Dropped Cookie Issue

Here's a good article that says people say they delete cookies more than they actually do delete cookies.

"... Atlas's own study showed that people who reported deleting cookies every seven days typically had cookies lasting greater than 45 days. "

This is a good thing.  Almost all of the Yahoo! Store ROI tracking software, Google and Overture free PPC conversion tracking, and third party analytics I use are cookie-based. People dropping cookies skews my numbers!

Having trouble tracking all of your Yahoo! Store traffic? "Where did all these folks come from?" It's easy to get spoiled with all the data we have about where the folks who buy our stuff come from...

I've always wondered how many people/orders/customers Yahoo! Store Stats can't track because of cookies getting nuked.  Cookies get dropped because surfers either don't accept cookies, delete their cookies by hand, or have some sort of "cookie cruncher" software like Ad-aware that thinks cookies are evil.

When I was out at Search Engine Tools School in beautiful Simi Valley, CA, last month,  Bruce Clay said that there were more problems with the firewall issue where certain very popular firewalls were blocking browsers sending REFERRER data . These Yahoo! Store visitors will show in your stats as direct URL type-ins when they could be traffic from your link campaigns, SEO efforts, PPC ads, or other very expensive sources of sales.

Anecdotally, about 40% of my Yahoo! Store orders have specific referrer data that shows the source. When the source of the sale is a search engine, the Yahoo! Store Merchant Order shows me the converting keyword. I obssess over converting keywords.

IDEA -- How about a PPC-only Yahoo! Store where the only way you could get a sale was from your PPC clicks? That way you would KNOW your sales were coming from your PPC.

You could use a NOFOLLOW, NO INDEX tag to keep the duplicate content out of the search engines. You could use the branding from your main site so if folks searched at work but bought at home you would still get the sale. You could also use one of your alternate domains (like yourDASHcompanyDASHname.com) so if folks bookmarked you, later sales would show as PPC sales.

Back in the days when I was trying to learn all about affiliate marketing, I stayed away from retailers with affiliate programs who had short cookies that only tracked  sales for 1 or 2 days. If a retailer only gave affiliates credit for a sale they delivered in the first 48 hours of the visit, how many of "my" sales were happening on day 3, 13, 33 or further on out?

Then I went to Commission Junction University and Todd Crawford told me that something like 95% of CJ sales happened within the first 48 hours, so not to worry about the affiliates with short cookies.

-- Rob (Every Day I Write the Book) Snell

. . . . . . . . .
Rob Snell
http://www.robsnell.com
read my blog: http://ystore.blogs.com
email robsnell@robsnell.com
662.320.9196

Yahoo! Store and Dam Beavers

Just got back in the office from fighting some beavers. Seriously! My mom has some land out about 8 miles out from Starkville, but when you're there you would swear you're 100 miles from anywhere.

Steve has this cool U-shaped duck hunting lake out there, and the beavers dam it up every winter, so we have to go unclog the water control valve. Actually, Steve has to unclog the water control valve while I sit in the boat and hand him tools and paddle around.

To get to the lake on the back of the farm, we walk a quarter mile to the creek, hop in a johnboat and cross this extremely rain-swollen creek (think:river). Then we port the boat 20' up a bluff to the other lake, and then go out to this little 8-foot diameter mud island.  The beavers have made this island from sticks and mud and trees. Steve gets out of the boat and starts digging. Four or five hours later, the lake is draining properly.

I learned something new which actually applies to Yahoo! Stores and internet marketing. Beavers believe in diminishing returns. If something they do doesn't get results anymore, they just quit doing it, even only after one or two failed attempts.

Tonight the beavers will freak out and repair the damage Steve did to their handiwork. Steve has learned that if he just comes back and does a little bit more work tomorrow, the beavers will give up and figure he'll show up every day.

How does this apply to you and your Yahoo! Store and Merchant Solutions? If you show up and do your thing, most of your competitors (the beavers) will still be there tomorrow. However, if you show up again tomorrow and keep at it (think SEO or PPC campaigns or more and better content), lots of time the fly-by-nights will simply give up and not match your 110% efforts.

Reminds of that joke about two campers in the woods when a hungry man-eating grizzly bear walks up. First camper starts lacing up his running shoes. Second camper says," You gotta be kidding. You can't outrun a hungry, man-eating grizzly bear. "

First camper replies, "I don't have to outrun the bear, I just have to outrun YOU."

Rob

P.S. I'm going to Bruce Clay's Search Engine School all next next week. Nothing but SEO for a whole week.

How to customize the html of your Yahoo! Store Shopping Cart NORDER template when using Merchant Solutions by doing simple RTML modifications...

Thanks, Josh. If you want to customize the shopping cart part of a Merchant Solutions store, there are two ways to do it if you don't like the look of the SIMPLE CART.

The first way is to modify the VARIABLES so the look and feel of the page is similar to your site's look and feel. The second way is to make an easy custom template, change the shopping cart to use that template, and then copy your site's html template into that template.

Here's how I did on gringoscalendar.com for my friend Greg. THIS WAY KEEPS YOU OUT OF THE VARIABLES.

By the way, if you are going to do much in the way of RTML, you need Michael Whitaker's and Istvan Siposs's books on RTML.


FIRST, GET YOUR HTML

Get the HTML that you want to wrap around your CUSTOM-CART. 

-- Cut it in half where the INSIDE or meat of the cart will be, it's usually 550-650 pixels wide. The top half goes in the TOP field and the bottom half goes in the BOTTOM field

-- Remember, you'll need absolute or full path URLS for images and links like http://www.mydomain.com/images/image.jpg rather than relative URLS like /images/image.jpg because the NORDER / shopping cart is on the STORE EDITOR side of Yahoo! Store.

-- Remove quotes and apostrophes because the CGI-BIN used in rendering the NSEARCH and NORDER pages seems to give you wonky html when it has to deal with quotes and apostrophes. I simply find and replace in a text editor. The worst case is pieces of your html look like they disappear. Symptoms include text not formatted properly.

NEXT, GO TO THE YAHOO STORE EDITOR. MAKE NECESSARY YAHOO STORE EDITOR TWEAKS

I went to the STORE EDITOR, and changed the EDITOR to the ADVANCED version by clicking on the little red arrow to the right of all the EDITOR NAVBUTTONS. I also turned the "FIND" on under CONTROLS and I did my usual Store Editor tweaks.

Default Editor Mode -- Advanced
Site Buttons -- Show Publish and Manager buttons on every page
Look and Layout -- No
Editor Entry Page -- CONTENTS
Show Find Button -- YES
Color Code Input -- Decimal
Use Java -- NO
Help On -- NO
Show Uncalled Templates -- NO
Index Page Size -- 100
Use S-Key Authentication NO

-- -- --

NEXT, LOOK AT THE NORDER or SHOPPING CART PAGE

Use FIND to go to the page/object NORDER. You can't really see the "meat" of the cart part until you are on the published site. It's called by the subtemplate: ORDER-PAGE which calls ORDER-BODY which uses the ORDER-FORM command which calls the "meat" of the shopping cart.

Click EDIT. See the ID is "norder," the Type is "norder." with a period, and the TEMPLATE is "page." Click CANCEL.

-- -- --

NOW COPY AN EXISTING TEMPLATE AND CUSTOMIZE IT.

It's easier than it sounds. Go to TEMPLATES. Find the "ORDER-BODY." template and click on it. On the second row of buttons click the COPY TEMPLATE button. Name it CUSTOM-CART and click COPY.

Now let's modify it. We need to make the TOP field above the table, and the BOTTOM field below the table.

Click on the word TABLE to use the STACK EDITOR. Click NEW. Under COMPLEX, scroll down to TEXT. Click CREATE. Click REPLACE. Click EDIT. In the ARG field, type @TOP and hit UPDATE. Click on TEXT. Click PASTE AFTER. Click NEW. Under COMPLEX, scroll down to TEXT. Click CREATE. Click PASTE AFTER. Click EDIT. In the ARG field, type @BOTTOM and hit UPDATE. Click on TEXT. Click PASTE AFTER.

Your new template should look like this:

    CUSTOM-CART (wid)

    TEXT @top
    TABLE border 0
          cellspacing 0
          cellpadding 0
          width wid
      TABLE-ROW valign :top
        TABLE-CELL
          ORDER-FORM
    TEXT @bottom

-- -- --

NOW MAKE THE NORDER USE THE NEW "CUSTOM-CART" TEMPLATE INSTEAD OF "PAGE."

    goto NORDER. Click EDIT. Change the TEMPLATE from "page." to CUSTOM-CART. Click UPDATE.

-- -- --

NOW CREATE CUSTOM TOP & BOTTOM FIELDS

    This will make a place for your HTML to go in the new shopping cart.

    On the NORDER page click EDIT. Click the NEW PROPERTY button. Create a property named TOP that is a BIG-TEXT field. Now create a property called BOTTOM that is a BIG-TEXT field. In the TOP field, type this is the top. In the BOTTOM field, type this is the bottom." Click UPDATE.

Now you see how it works. Click EDIT and replace what you just typed with your HTML. Most of the HTML will be in the TOP field. Depending on your html code, the BOTTOM field will be most likely be lots of close table tages like </td></tr></table>.

Click UPDATE and see if your NORDER looks like an empty shopping cart. I usually have to tweak my html several times to get everything just right.

-- -- --

Now PUBLISH your changes and go to the real site and see if it works. If it doesn't, you can change the TEMPLATE back to PAGE. and PUBLISH, or change to the SIMPLE CART under STORE MANAGER > ORDER FORM SETTINGS to use the dumbed down version of the cart until you get your html fixed.

-- -- --

If this makes no sense, or I missed something, please give me a holler! -- Rob

Yahoo Store School?

A former Yahoo Store owner wrote me a great email. I thought my reply would be a good post here.

Thanks for your note. I'm at a weird spot in my career.

I have more work than I can ever do, and my phone is still ringing off the hook. It's almost impossible to hire folks to do what I do, and I'm not that great a manager. It's all so intuitive. I'm a "feel" player.

These days I'm doing these revenue share projects where I get a % of sales from the Yahoo Stores I work with, and spend the rest of the time working on our Yahoo Stores.

Design is pretty easy to outsource, as is development, but marketing is tough. Lots of folks SAY they're good at conversion rate improvement or SEO, or media buying, or even traditional marketing like copywriting, branding, or PR, but I just haven't had any luck outsourcing that stuff. All my "Search Engine School" friends are swamped, too, with the explosion in Search Marketing.

My question to you is "What should I do?" What do you need? What are you looking for with marketing help? Could you do stuff yourself if I gave you step-by-step ways to do stuff? And showed you what I track? And how I tweak stuff?

I want to keep helping folks to pay back the folks who helped me along the way the past 15 years or so. I love teaching this stuff. Maybe I need to develop an online course.

I post on my blog when I can, and I'm actually working on finishing up my book which will probably turn into a collections of PDF's with specific things folks can do to make more with their Yahoo Store.

Honestly, I don't really have any "magic bullets" or "secret sauce" for this stuff. Most of it is common sense. All of it is out there on the web for folks to get at no charge. A lot has been learned by trial and error on my part the last 8 years online. Yahoo Store has just been the format I've used.

Any ideas?

Rob

Yahoo Store Conversion Rate Obsession

A numbers guy from Amazon interviewed with a friend of mine. He said the secret to online success was the programming. Nope. It's in the SELLING. Old technology that sells will beat better technology that just shows up and expects to take orders. Selling = More Conversions.

A fellow conversion rate obsessed marketer and I were comparing notes last night.

I was bitching about how ALL ecommerce providers just didn't get the fact on the atomic level, deep, deep in their bones that if their retailers could convert more, that would add more value to their overall business than any partnership deal, or revshare program or integration or feature or anything, really.

The internet is quickly becoming a PPC Playground. If your site converts, you can afford to play. If not, I hope you have a PLAN B.

CONVERSION 101 -- I've had more success simply:

  • decreasing the load time of pages by slimming up the graphics,
  • renaming ORDER or BUY to ADD TO CART,
  • moving the ADD TO CART button above the fold so folks don't have to scroll,
  • pushing the fact that you have a 1-800 number, and
  • making the CHECKOUT link the 3rd or 4th most prominent item.

  • Then I link to PRIVACY,
  • throw up a few TRUST SYMBOLS, and
  • push whatever SATISFACTION GUARANTEE I can get the retailer to stand behind.

    IMHO Visual hierachy, in order of importance on a product page: your small logo, product photo, add to cart button, checkout link/button.

    Take your monthly bandwidth usage. Divide that by your monthly pageviews. That's your AVERAGE PAGE WEIGHT. If it's more than 40K, it's FAT. Start streamlining your graphics. Compress your product JPEGS and THUMBNAILS. Think if you REALLY need all those graphics. Remove ANY graphics below the fold. 50% of people don't scroll anyway.

    BROADBAND -- 50% of people have broadband at home. That's great, but 50% don't. I want ALL the money my customers want to give me. Fast loading pages work even better on broadband. Put the super-heavy graphics on other pages or use pop-ups (ugh!) but tell people 15Megabyte .WAV file.

    METRIC MAN SAYS If you can't measure it, you can't know how you are doing. What's your CONVERSION RATE (% of visitors who buy)? What's your CARTING RATE? (How many folks use the cart on your site?) What's your CART ABANDONMENT RATE? (Folks who start the checkout process, but bail at some point?)

    Here's a great, short article on how some folks are tracking their customers: http://www.internetretailer.com/dailyNews.asp?id=12686

    Rob

  • Should I have multiple Yahoo Stores or focus on a single, big store?

    (adapted from an email from a prospective client)

    From 1997 through last year I would have said have multiple web stores. I guess it's about time for diminishing returns.

    Now the search engines seem to know that a "network" of sites is really all one big site (if you cross link 'em) and interlinked sites get nuked all the time. So anytime I develop a spin-off store, I treat it as a separate business.

    I still believe in "if it's good for the user, do it..."

    I would rather have 1 website with x links rather than 8 websites with x/8 links. I have one client with 5 Yahoo Stores and the sales breakdown ~80%, 16%, 2%, 1%, <1%.

    The smaller stores were focused on micro niches or used to segregate PPC buys from the big store, but the last 12-18 months have been spent almost 100% on the "big site." It has been a much better return on my time. Better to build one or two brands than to have five hooks in the SERPS with no brands.

    Even without knowing you or your situation any better, I think the SEO angle is the least of your concerns right now. 40% of traffic from the big 4 is now Pay Per Click. It'll be more than that by the time you get up and running full steam. You'll have to be able to pay .25 to 1.00 a prospect and convert them into profitable sales.

    Having a useable website that converts shoppers into buyers would be my #1 priority. Then customer service issues / fulfillment issues. After that, SEO / SEM moves up, but the commerce part of Ecommerce is the tough part. And not just the "business" issues, but all the little things that have to be taken care of after the PLACE ORDER button is pressed.

    I agree about starting from scratch being better than buying someone's cashflow. If it's worth anything, why would they sell in the first place?

    Personally? I would open up a Yahoo Store because it's SO easy to open and update, and when sales hit $1,000,000 a year, then think about migrating to another platform, but I'm biased based upon 8 years of Yahooing.

    I would also focus on a niche within all these areas. Something with a price point ~$100-200 where shipping doesn't kill you and you have decent margins (30%+).

    I'm headed to ST LOUIS and then out to San Jose for Search Engine School. Call me when I get back!

    Rob