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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.
