About four years ago we made one change in our company philosophy and that decision increased our conversion rate almost instantly by 20%. What did we do? We told folks what to buy. We used to just offer products and let people make their own decisions about what they wanted to buy, but once we actively expressed our opinions online, sales went up. People are busy. They have a lot of choices. They don't want to have to wade through all this information. For example, one of our Yahoo! Stores -- Gun Dog Supply -- is a company that sells training supplies for hunting dogs. My brother actually uses the products that we sell. So if you have got a Pointer and you do field trials in Texas, or if you have got a Springer Spaniel and you hunt upland game in the mountains, we sell what your kind of folks are looking for. And we're REAL retailers. We are not a drop shipper. We are not folks who just put something in a box and ship it out. We actually use the products that we sell. Real retailers can leverage this to your advantage. Here is an example of a product that we sell. [SLIDE: Example Review] This is an online product review that Steve wrote. We sell 1600, 1700 different products. Some products are better than others for specific situations. Once we realized that directing folks to what they actually needed instead of letting them have to wade through all that other stuff, our sales went up. [SLIDE: Thing 2 -- Give folks enough info to decide for themselves] The second part is giving folks enough information to decide for themselves. I am going to recommend that you need a Sport Basic for training your pet to stop jumping up on your kitchen countertops. But if you don't believe me, you can go through the information on our Website and our buyer's guide and actually find out for yourself and make your own decision. [SLIDE: Example Buyer's Guide] This is an example of a buyers' guide. I recommend that anybody with multiple categories of products write a buyers' guide for every single major category on your website. You basically just guide folks through the lay of the land- through that product category. You teach them what they need to know and you say, "If this is your situation, look at this product. If you are in a different situation, then look at this different product." [SLIDE: Buyers' guides = 50% higher conversion] Buyers' Guides work! With buyers' guides we have had a 50% increase in conversions when buyer's guide pages were used as entry pages. When folks would come into our site from a search engine organically, if they come in on the buyer's guide page, they are 50% more likely to convert. Buyers Guides also work with PPC or paid search traffic. In my paid search ads, when I use the content from a buyer's guide as a landing page rather than just a generic section page of manufacturers, I have a 50% increase in conversions over typical landing pages. Show your prospects that you are an authority on what you sell and customers are more likely to buy. [SLIDE: Thing 3 -- Write unique product descriptions] The third thing that I recommend folks do is write unique product descriptions. Google likes unique product descriptions. It is good for your customers to show that you are an expert and you know what you are doing, but Google loves unique product descriptions. [SLIDE: Garmin screenshot] If you notice here, we rank number three and four for one of the best keywords for us, Garmin Astro, a new product that came out last year. We haven't done a lot of link building for these pages -- some links came from the manufacturer, but these rankings are mainly from having page after page of new content on this new product line which draws links. Normally when a company releases a product they take some stock photos and they have their marketing department write up some copy. It is usually the same text in their sales brochure. What most folks do is they take this manufacturer copy and they literall

1. … 17 Tips to Make More with your Online Store Rob Snell [email_address] PUBCON ‘08 Las Vegas

2. gds

3. Yahoo! Store

4. blog

5. Snell Brothers {Yahoo! Store here}

6. book

7. congress

8. 17 Tips to Make More with your Online Store

9. 1 change increased our conversion rate 20%

12. Example Review

13. 2) Give folks enough info to decide for themselves

14. Example

15. Buyers’ guides = 50% higher conversion

16. 3) Write unique product descriptions

17. Google loves unique content

18. Garmin screenshot

19. MANUFACTURER COPY: 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. Attach Collar and Go -- The Astro system includes a bright color-screen handheld GPS device and the rugged, all-weather DC 30 collar. The collar has an integrated GPS transmitter and is specially weighted so the antenna will always point to the sky for optimum signal. To get started, just take Astro outdoors and turn on the handheld and transmitter to acquire GPS satellite signals. Then attach the DC 30 to your dog. Now you’re ready to turn him loose — no other setup required. Track Dogs in Dense Cover -- As often as every five seconds, your dog’s DC 30 transmits his position to your handheld, and you can see his current location and a trail of where he’s been on the Map page of your handheld. Switch over to the Dog Tracker page to view a compass pointing to your dog’s location as well as his current status: whether he’s running, sitting, on point or treeing quarry. Astro can also sound an alarm to let you know instantly when your dog goes on point.Astro boasts a high-sensitivity GPS receiver that can track your dog’s position even in the densest cover. You can track up to ten dogs at one time with Astro, at a distance of up to seven miles away (depending on terrain). The system transmits information by line-of-sight, so it reaches farthest in flat, open territory. Count Your Coveys -- After you’ve captured your quarry, mark the exact spot with Astro’s Covey Counter™, a special waypoint that tells you the exact location, time of day and elevation where you found your prey, as well as the number of birds you flushed and took from that location. Astro lets you save other special waypoints, such as "Truck" and "Lodge," so you can save the location of these places quickly and easily for each hunt. Astro also offers special waypoint icons to represent food plots, tree stands and other hunting-related points. Experience Full-featured GPS -- Astro shines when you’re out on the hunt, but it also excels in getting you back to your truck at the end of the day, or even back home again. In fact, the Astro handheld has all the features of Garmin’s top-line handheld outdoor devices, including a barometric altimeter, electronic compass, microSD™ card slot, celestial information, area calculator and rugged, IPX7 waterproof exterior. With optional detailed city street maps, you can search for over 6 million points of interest and create a route on roads with exact turn-by-turn directions. Due to varying international regulations, the Astro is approved for use only in the United States.

20. 1-10 of 1770 Lazy competitors

21. You have this

22. And this

23. Write one new paragraph for every $10 in item price

24. 4) Play “ 20 Questions” with every product

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

28. 5) Capture killer content any which way you can!

29. Photograph everything

30. Record everything

31. 6) Convert audio assets into text

32. Transcribe videos

33. 7) Leverage ALL manufacturer content *

34. * 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.

35. Make manufacturer images your own Stock images

36. > your product image

37. > Box copy Packaging / POS

38. > owners manuals Owner’s Manuals

39. > Press releases Press Releases

40. > Extract flash Text in Flash

41. Link building SUCKS

42. 8) Promote your new content for traffic & links

43. NYT Web article with link

44. 9) Blog to build content and links

46. 10) Support the orgs that your customers do

47. Sponsor ads

48. 11) Make vendors link to you!

49. Garmin Blog Garmin Blog

50. 12) Collect Converting Keywords

51. Yahoo Web Analytics

52. 13) Optimize for transction-assisting keywords, too!

53. Monitus.com

54. hunting dog vests

55. 14) Put ALL converting keywords on the page (including long tail)

56. Take a page

58. 39 Long Tail $ Keywords tuff pad for dogs, bonaseptic, tough foot for dogs, tuf foot for dogs, tuf foot ingredients, tuf foot treatment, tuff feet, blisters on dogs feet, buy tuffoot online, canine pads sore, discount tuf foot, dog sore foot pads, dogs feet, dogs with tender feet, hunting dog pad tuf, pad tuf, pad tuf for dogs, protect a pad tuff foot, protect dog feet, protect dogs feet, sore feet on dogs, tender paws treatment, tough foot bonaseptic, tough pad dogs feet, toughen dog foot pads, toughfoot, tuf foot bonaseptic, tuf foot dog, tuf foot for animals, tuf foot for humans, tuf foot free shipping, tuf foot liquid, tuff feet for dogs, tuff foot dogs, tuff foot bonaseptic, tuff pads dogs, tufffoot, where can i buy tuf foot, where to buy tuf foot

59. Remove: tuff, tuf, foot for dogs pad, bonaseptic, tough, ingredients, treatment, feet, blisters on feet, buy online, canine pads sore, discount, sore pads, feet, with tender feet, hunting pad, pad, pad, protect a pad, protect feet, protect feet, sore feet on, tender paws treatment, tough bonaseptic, tough pad feet, toughen pads, tough, bonaseptic, animals, humans, free shipping, liquid, feet, bonaseptic, pads, where can i buy, where to buy

60. Alphabetize & de-dupe long tail animals, blisters, bonaseptic, buy, can, canine, discount, feet, free, humans, hunting, i, ingredients, liquid, on, online, pad, pads, paws, protect, shipping, sore, tender, to, tough, toughen, treatment, where, with

61. Write & edit some new copy Dog paw and pad care. Protect your dog's feet. Whether your dog needs to assist in the hunt, pull a sled, search through rubble, or just hang out in the yard, TUF-FOOT can keep his sensitive paws and pads in excellent condition. TUF-FOOT is guaranteed to toughen and protect soft, sore and tender paws and pads on your dog. TUF-FOOT has been shown to aid in the healing of sore paws and pads, cut pads, and bruises often having remarkable results within a few days. TUF-FOOT also prevents cracking and bleeding of of your dog's pads "For the last two years I have been training a Shepard for urban search and rescue. Within two weeks of using your product she didn't have a crack left in her paws and has not cut her feet since." -- Janet from Auburn, WA TUF-FOOT's pad toughening formula contains no harmful chemicals and is safe for your dog to lick his foot. "I want you to know how much I've come to rely on Tuf-Foot for keeping my bird dogs pads and tails in good shape. There is nothing like it when it comes to toughening up a dog's feet prior to and during the hunting season. It's the only remedy I use for cut and briar wounds, and to treat those bloody tails on my English Setters." -- Jim, Peyton Ferry Farm, Bowman, GA. What to do when your bird dog has a cut in his foot, your canine feet tender cracks pads, foot pad medicine for hunting dogs. Lookinf for a remedy for dogs tender feet, tuf foot bonaseptic company. What is used to make sled dogs feet tough? What prevents dogs feet from cracking and bleeding, treatment?

62. Tuff foot end…

63. 15) Add keyword modifiers to page text

64. Look at unique words list again: animals, blisters, bonaseptic, buy , can, canine, discount , feet, free , humans, hunting, i, ingredients, liquid, on, online , pad, pads, paws, protect, shipping , sore, tender, to, tough, toughen, treatment, where , with

65. Discount hunting dog vests

66. Buy hunting dog vests

67. hunting dog vests online

68. 16) Show product text snippets on category pages

69. So instead of this NONLEAF

70. 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:

71. You have this LEAFED

72. Google now sees this:

73. Most converting keywords now on the category page

74. 17) Survey your customers