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SNELL BROTHERS 500 Russell Street, Suite 30, Starkville, MS 39759 © 2005 Snell Brothers Web Marketing + Design
Make More With a Yahoo! StoreFrom $15,000 to $1,500,000 in 36 Months
Rob SnellSnell 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• 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
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 e-mails• PPC conversion data• 3rd 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– <h1>, 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
