Rob Snell Iceland Keynote

How E-commerce Saved Our Family Business

Rob Snell, Co-ownerGun Dog Supplyrob@ystore.com

homepage

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Speaker: PUBCON / SES / SMX / IRCE / Y!Summit

2008 Congress

How E-commerce Saved Our

Family Business

homepage

Pictures

catalog

Classified ads

magazine

Old catalog

1972 Family business > Mail Order

Friday the

13th, April 1979

Flood house pic

Dog Store

DOG STORE

1989-1996: Dog Store Sales

March 20, 1996

CUSTOMERS

1989-Mar 1997: Dog Store

B&w catalogPlan B

Get online Now!

April 1997: www.gundogsupply.com

Letter from the Snells

GDS Products & Services

FREE CATALOG request form

Online Store Builder:

Build the store in your browser

Built-in Shopping Cart

Secure Checkout

Back End: Order Manager

Now you have an online store:

May-Dec.’97 Visitors

E-commerce makes it easy for folks to give you

money.

June 5, 1997: First Online Order

May-Dec.’97 Graph: Number of Orders

May-Dec.’97 Revenue $$$

More, please…

Bought Banner Ads

1989-1996: Dog Store Sales

1989-1997: Dog Store

Year 1: Store vs. Web

Year 2: Store vs. Web

Year 3: Store vs. Web

But that was 1997…

Cashing in on Search Engines

When customers are looking to buy

what you sell,

Show Up.

Search enginesGoogle graph here

Keywords (the key to search engines)

How I found search engines

Referrer example

Web Analytics

Software

GA

Where come from

Where traffic comes from:

What pages customers visit:

What looking for

What keywords searching for:

Collect convertingkeywords

21,358converting keywords

$6,264,243.60from keywords

Examples?

gun dog supply

Your company / domain

leather dog collars

Generic product category:

Garmin GPS

Specific manufacturer:

Garmin Astro 220 Antenna

Specific brand / model / product

How can I stop my dog from barking?

Query Question:

What about new projects?

Keyword Tool

Keyword Tool

G Keyword Tool

It’s not a choice:

Quantity or

Quality?

“dog beds” HIGH traffic

40,000

“dog beds” HIGH traffic

40,000“large dog beds”

MEDIUM traffic

8,000REVENUE PER VISITOR

$1.00REVENUE PER VISITOR

$11.00INVENTORY VALUE

$40KINVENTORY VALUE

$88K

Prioritize keywords

on revenue

What do you do with all these keywords?!!

Optimize for FREE traffic

(for best keywords)

Advertise with PPC ads

(for keywords where you make money)

SEO

How I do SEO:

Pick a keyword:Dog House Heaters

Pick the most relevant page

Put keywords in TITLE / TEXT (on most relevant page)

Put keywords in LINK TEXT (on other pages)

Create keyword-rich content

PPC(paid search ads)

How I do PPC:

Pick keyword:Automatic Dog

Waterers

(and figure out how much you can pay!)

Write a good ad:

Create a relevant landing page

… and monitor results

SEO vs. PPC

Lots more here:Buy yours now!

So what happens when you maximize

SEO and PPC?

Year 4: Store vs. Web

Things ALWAYSchange

September

2003

Year 7: Store vs. Web

More & morecompetition…

But we had a secret weapon…

Selling Stuff & Self-Proclaimed

Experts

How to capture content

People buy from people

“Why don’t we put ALL this on the Web?”

write buyers guides

Example

Example Review

The results?

Year 12: Store vs. Web

7 things:

Get online Now!

E-commerce makes it easy for folks to give you

money.

When customers are looking to buy

what you sell,

Show Up.

Collect your Convertingkeywords with web analytics.

Optimize for free Google traffic with SEO.

Advertise with paid search ads on Google.

You are your own best

Secret Weapon.

Conclusion:

Sometimes the worst thing is theBest Thing

Ever.

How E-commerce Saved Our Family Business

Rob Snell, Co-ownerGun Dog Supplyrob@ystore.com