Rob Snell is such a great presenter, I had to go to his next panel too: Bottom to Top SEO on an Ecommerce Website.

Rob started out by talking about how you can create compelling content. In the case of Rob’s site (Gun Dog Supply), the site talks a lot about Rob’s brother Steve and his hunting dogs. Steve’s dogs are all over the website with pictures and more. Steve has a blog and blogs from the field and blogs about the products they sell. One of the best things they ever did was create a buyer’s guide. Tell them what to buy… walk through feature sets. People who enter through a buyer’s guide page are 50% more likely to convert on the Gun Dog Supply site.

Express your opinions with product reviews. For instance, Steve talk all about the product — what’s good, not so good, etc.

Creating content is hard work. They started as a catalog business, and the catalog was content-rich. They interview folks then transcribe the audio into text to create textual content. Rob also will do the same with Steve, interviewing him. Rob says take your best products and play “20 Questions”. For instance:

  • what problems does it solve
  • what is its primary purpose
  • what else is it used for
  • is it a need or a want
  • would it be a good gift
  • is it seasonal
  • is it tax-deductible as a business expense
  • does it have a warranty
  • how good is it

Rob records everything. They use several camcorders, including a Flip camcorder. Google loves this content.

Rob also has experimented with Google Voice. You can record a phone conversation of people who contact you, then you have an MP3 of it. Cool!

He also said to turn customer questions into FAQs. Also write unique product descriptions and provide new information. His tip is to write a paragraph of content for every $10 in product price. He also says you should take photos of everything! Provide more product photos than anyone. Make a short video of anything you can demonstrate. Transcribe your videos into text for Google to read.

Find YOUR Steve. Who is your expert?

Some of Rob’s tips for SEO:

  • Run SEO friendly analytics
  • Find which keywords drive the most revenue, conversion rate by keyword
  • Target popular AND valuable keyword phrases
  • Wordle.net visualizes your converting keywords for you
  • On your homepage, link to the top 40 pages (by revenue) using the 40 best keywords in the anchor text

To download the presentation, go to robsnell.com.

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