Craig Rentmeester's Blog

How I Quickly Built an e-commerce Site

As I mentioned in my previous post, the goal of this post is to inspire you to take a calculated risk and build a Web site you've thought about, but ‘haven’t found the time to build’. This post is describing a recent project I took on with my Dad.

Background

We needed a quick and dirty e-commerce site to showcase 50-60 scooter parts that my Dad has available for sale that fit various brands of scooters, primarily made by Dayang, Honda and Yamaha. 

Below you’ll learn about how I got started, the tools I used, and how I influenced search engine rankings by implementing proper on-page SEO items.

Please forgive my grammar, as I am writing this piece for speed as well. I'm hoping to edit it later on.

 

Built for Speed

Since this project wasn’t billable, and it’s not planned to be a long-term business, I tried to cut corners when possible. Also, scooters and mopeds are seasonal by nature, so finishing the site to allow for earlier rankings eased my fears about using shortcuts.

Buying a Good Domain

I bought the domain at the end of March for this site. Before buying it, I used five tools to help me compare search data. 

The five tools I used were:

1. Google’s Traffic Estimator

2. Adwords Keyword Tool

3. Free Keyword Research from Trellian

4. Keyword Difficulty from SEOChat

5. Keyword Difficulty Tool from seologs

To be able to compare the data quick and effectively, I set up an Excel spreadsheet with search data in columns and the corresponding search term in rows from the five data sources. I recommend this for both SEO research and keyword-based campaign research. It allows me to scan quickly for keyword opportunities. 

Using this data, and keeping in mind commonalities of the Web site content I was going to publish, I decided on MopedandScooterParts.com, which I was surprised was available.

Creating Content

To start, I got pictures of each part using a digital camera, with each part featured on a white bed sheet for easy editing in Photoshop. 

With the images, I also received corresponding descriptions and prices for each part.

Once I had this information, I had 80-90 percent of the Web site content. Now, it just need to be coded.

 

Payments

To save time, I decided to use PayPal for the shopping cart function. For this site, the transaction fees are reasonable (1.9% of the sale price + .20 cents per transaction).

 

Hosting

I already had Web hosting through Dreamhost, which is cheap, at $97 per year. (dreamhost affiliate link). Also, since I had the hosting package, Dreamhost allowed me to purchase a domain for free for the first year ($10 savings).

 

Software Used

I used Photoshop for deleting background noise from images of the parts for sale, and Dreamweaver for HTML/CSS coding.

I also used Dreamhost’s built-in HTML editor for minor HTML tweaks along the way.

 

Web site Building tools Used

I used CSSEZ to help me create a base model for the CSS stylesheet. It was tweaked slightly, but about 80% of the work creating the CSS was done in a WYSIWYG environment versus a coding environment, which allowed me to work much faster. (see CSSEZ version and the final version).Contrary to what this site states, these CSS you create can be used without WordPress or MoveableType.

I used HTML Playground for a reference when I forgot some HTML/CSS lingo. 

I used XML Sitemaps to help me create a quick and dirty sitemap in HTML and XML. It took some minor tweaking to the code to make the HTML Sitemap respectable. This tool saved me a ton of time, though.

I used FormLogix web forms since I don’t know MySQL, but wanted to grow an e-mail newsletter subscription list. Now, it seems that FormLogix puts Google Ads on pages where its forms are used, which is lame and a deterrent. When I created mine, they didn't do this.
 

How the site ranks

Right now, the site ranks in positions 1-3 on both Yahoo! and Google for phrases including the word Dayang and the name of a specific part we have for sale, which is roughly 60-70 percent of the content. (sample search 1, sample search 2, sample search 3).

 

How Did I Achieve Strong Search Rankings?

Right now, the site doesn’t have many in-bound links, which certainly is not helping it for difficult keyword phrases. However, one thing working in my favor on this project is that there aren’t many online content providers for after-market Dayang Scooter Parts.
 

Also, each page of the site has a strong focus on targeted keywords. Keywords for each page are included in the: 

• Page Title
• Directory Name (so they appear in the URL)
• Header Tags
• The site description and Domain contain targeted keywords
• Meta Data (descriptions and keywords)
• Anchor Text
• Image File Names, Alternate Tags and Titles

 

Other Tools

Google Analytics – monitor site traffic, usage, referring sites, etc.

Google Webmaster – monitor search rankings, inbound links found by Google, upload a sitemap, etc.

Yahoo! Site Explorer – to check competitor’s links and my links.

 

Some More Things to Consider when Building or Redesigning a Web site

1. Information Architecture – This didn’t really apply for this site because there was only going to be around 60 pages. However, breaking content into clear classifications that allow for search engine indexability and navigation is critically important with larger sites (250+ pages).
2. Link structure – This also wasn’t that important due to the limited number of pages. Since no one item is extremely preferable to sell than another, I tried to keep the link architecture as evenly weighted as possible. However, if you want to rank in a competitive market and you don’t emphasize the pages you’re hoping to rank via extra internal links, you’ll have trouble.
3. CSS vs. tables. – If you use a Web design firm and they build your site using nested tables, you’ll have bigger maintenance bills, more search engine concerns and slower load times.  
   

Future Plans

In case you’re interested with how I plan to proceed going forward, I listed a few measures I plan to take below.

I plan to build a Squidoo page about Dayang scooters, because there is not a lot information about them. Squidoo has a high PageRank, and providing relevant content will help us pick up some link juice. Hopefully the lens will pickup and refer some traffic as well.

I hope that we can post PDF versions of various scooter owners’ manuals.

I will be analyzing existing competitors Web sites for opportunities to pick up links from the same sources. 

Depending on the time it takes to implement, I may add a Google Checkout option in combination with an AdWords account. For now, we’ll see how PayPal works out.

If you have any questions about something I left out, please e-mail me.  

For additional site-building and SEO Help

Download my on-page SEO e-book to help you improve your Web site’s rankings.

Coming Soon: How I built a 60+ page E-commerce Web site in under 40 Hours

As you may have noticed, I recently added a sidebar banner advertisement to my blog about a Web site called Moped and Scooter Parts.

It's a project I was working on the past few weeks (which has kept me from blogging).

It's somewhat of a joint venture involving my Dad and me.

I plan to put together a report that outlines:

• what tools and resources I used to built this Web site in under 40 hours
• how it ranks in the top 10 search results for most relevant keyword phrases,
• miscellaneous details about the web hosting service I am using, software used, costs, etc.
• other useful tips about Web site building. 

I'm hoping it will help inspire others that haven't 'found the time' to build a Web site they've thought about.

Look for it next week.

Impressive

37Signals points out this fascinating video. Check it out.

You don't need big budgets to create something entertaining and remarkable.

Contact us pages and the (real) Exit Rate

Here's something I have been wondering about lately as I rework my company's Web site into a more user-friendly, visitor-converting marketing machine.

Why do companies only have a web form on the 'contact us' page?

Yes, it funnels everyone through the same system and allows your database to grow. But, it also turns people away; people that may want to talk with a sales agent before pulling the metaphorical trigger on their next purchase.

If your company only has a form on its 'contact us' page and you're wondering how to monitor its performance correctly, keep reading. Otherwise, I suggest opening the lines of communication and providing options for visitors to get in touch with your company.

One metric that companies should look at is the exit rate from the 'contact us' page. By exit rate, I don't mean people that leave the site after reaching the contact us page. After all, the contact page is a goal or end destination. However, only monitoring entrances to 'contact us' page isn't telling the whole story.

To monitor my version of the exit rate correctly, simply have the form setup so that the input data is sent to an e-mail alias, install an analytics package to monitor 'contact us' page entrances and check for disparity. Another metric worth studying is the amount of time spent on that page. If a form takes the average individual 35 seconds to complete (do a sample with coworkers to determine this), and the average amount of time on the page isn't within 15 percent of that either way, then you're turning people away too often.

Every person that gets to the form and doesn't fill it out is either:

• a lost opportunity.
• someone who called your      competitor, whose communication options better suited their style.
• an unqualified lead --      someone in either the research or interest phase of the search buying      cycle.

Personally, I'd rather have the sales team disqualify an opportunity, rather than a static form.

Tip: If you're going to use forms, make only the bare minimum number of fields required.

Jigsaw Site Review

Recently I learned about, and started using, a great site called Jigsaw.

What is it?

Essentially Jigsaw is a shared database that you can use to find and retrieve contact information.

How it Works?

With Jigsaw, you can get people's contact information either by paying for it, by updating contact information for individuals or by adding your contacts to the database.  When you add or update contacts you get points that can be used to retrieve other contacts from the database.

For signing up they give you two free contacts.  You also get points for referring new members (see below).

Why Would You Use Jigsaw?

Jigsaw comes in handy for me when my company's CRM has out-of-date information for someone.

CRM Integration

Currently Jigsaw is intgerated with Salesforce.com, Oracle and Siebel.

Jim Fowler, CEO of Jigsaw, told me they're in talks with Act about integrating Jigsaw. He also said that Maximizer CRM systems is on Jigsaw's radar. 

(How cool is it that the CEO of Jigsaw monitors Technorati for blog coverage, comments to bloggers and responds to questions from bloggers within 24 hours?)

Sign Up

If you want to become a member, use this Jigsaw referral link so I get some points. :)

SEO E-book Available for Free Download

My SEO e-book is now ready for downloading, viewing and sharing. (see below)

The e-book is 18 pages.

It provides straightforward advice for entrepreneurs new to  search engine optimization. It may also be of great benefit to those in marketing, public relations or advertising as well.

It features an example of a page that is properly optimized for the search term "sore throat". Using the example, I point out certain aspects of search results as well as the underlying code that corresponds to the optimization advice.

The e-book also features resources that will allow for quicker implementation.

While improving on-page SEO items alone does not guarantee higher search rankings, the advice lays the foundation for proper search engine optimization of your site.

The book is free of charge. In return, I just ask that you do one of two things.

1. If you read the book, please provide feedback via e-mail or through this survey.
2. If you learn something new about SEO from the book, pass it on to a friend.

Download

We Have a Web site. Now What? Part 1.    SEO-E-book    PDF (791.4K)

Reminder

I will be working on the second part of the series that will focus on off-page SEO items such as PageRank, inbound and outbound links, and visitor behavior. If you'd like to be notified when it's released, send me an e-mail.

Ad Age - Search Marketing Report

Here is a report I found from Advertising Age related to SEO and search marketing. The report came out in November, 2007, but the information is useful nonetheless.

Some interesting findings from the report:

Web-based Search

• Search Marketing Click Through Rate (CTR) = 11.5 percent in 2007.
• Google accounts for 56.5 % of U.S. searches, compared to 23.3% for Yahoo!.
  
  • Google search share up 9.9% (YOY)
  • Yahoo! search share down 6.5% (YOY)
• The percentage breakdown of the number of Words per Successful Search Phrase:
  1 word      21.68%
  2 words    25.00%
  3 words    22.03%
  4 words    14.33%

Mobile Search

• There are 31.1 million mobile Internet users, 75 percent of whom use mobile search as well (23.3 million).
• 22% of all mobile phone users use mobile search.

Opening Up

At the Consumer Electronics Show (CES), Comcast announced its plans to release a device called "AnyPlay", a portable DVD/CD Player that will allow users to record and playback up to 60 hours of footage from cable TV using DVR technology via a docking station of sorts.

(see right for a picture of the AnyPlay from CNet, click to enlarge)

The device is being co-developed by both Panasonic and Comcast.

More on the AnyPlay device from CNet  and Reuters.   

PC World has Comcast's chief executive Brian Roberts quoted as saying,

"The era of closed cable is over and the era of open cable is here."

Talk about a (great) shift in mindset.

After Verizon announced its plans to open its networks to other cell phones later this year there is a definite shift in thinking taking place amongst executives at cable and cellular companies.

Rethinking your strategy, leveraging your assets and trying to serve your customers better is a great way to get ahead of the competition.

More of the same is usually a losing strategy.

SEO for Presidential Candidates

Search Engine Watch has a great article about Presidential candidates' web sites and how they're not properly configured to maximize search engine rankings.

My Take
Do members of your web team have SEO experience?

Do they get input from people in marketing, public relations, advertising, sales, customer service? If not, you may end up with an aesthetically pleasing Web site that does little to drive business.

Design is only one part of launching a Web site.

Take down the silos and create cross-functional teams. You'll be amazed by the creativity and problem solving that can take place when people with different skill sets get together.

Why get Involved with Online Video

Online video has grown tremendously  in 2007.

Sites are popping up and attracting more and more submissions and visitors each day. Thus, there is a market audience for online videos. But, there are other reasons to incorporate video into your marketing mix.

1. It's cheap. Anyone with a camcorder, Windows Movie Maker and an internet connection can get a video online.
2. It's easy to disseminate. Videos can be embedded on third party sites (YouTube, Kyte.Tv, VideoEgg, etc.). Video can be embedded on your company/personal web site and used in e-mail marketing campaigns.
3. It appeals to more senses. Video includes images, sounds and motion making it more compelling than text, audio and images.
4.  It can help your marketing message break through the clutter and spread virally (if it is interesting, funny and/or relevant within social networks).

But, there is yet another (and bigger) reason to get involved in online video. That is, the rise of mixed search results. Haven't seen it yet. Look here. Or Here. Don't think it applies to anyone except celebrities? Then, look here.

Mixed search results is changing the SEO game.

Example of how mixed search results changes the SEO game.
For the search term "shoes", Steve Madden's web site ranks 23rd.  The YouTube hit video "Shoes" (see below) shows up twice, at the 5th spot and the 11th spot.

One thing to note is that Steve Madden Shoes is a public company (SHOO) with a market cap of 402 million dollars.

All the money that Steve Madden invested its optimized page titles, meta tags, H1 tags, new content, blog and social media-enabled press releases is pushed aside (or off the top 10 in this case) by a video made by a twenty-something guy and his pals.

Have your doubts about how effective it can be for your company? Fine. Me too.

But instead of doubting, test it out. Or, ask your best customers what they'd think if you e-mailed them a video about your upcoming event/promotion/sweepstake.

Take some risks. Have some fun. Enjoy the ride.

* Below is the video that I mentioned earlier. *

Hilarious

Ryan, thanks for sending me this.

I just added BlogRush to my blog. I plan to do areview of how much traffic it actually generates in a few months.

See the right-hand column of this blog to view the widget in action.

If you want to see a video overview, watch the video below.

 

Here is my initial overview of what it is and how it works.

What is BlogRush?
Is is a widget that is placed on a blog that displays five headlines from other BlogRush user's blogs.

How BlogRush Works?
Every time someone visit your blog, you receive a credit. The credits are used by BlogRush to syndicate your blog headlines on other blogs with a similar focus, that are also using the BlogRush widget.

Each person that you refer that signs up for BlogRush counts as a credit as well. Then, each visitor that view their BlogRush widget counts as a credit to the initial referrer as well.

It's basically a pyramid scheme that rewards people using the widget who enroll more people to use the widget.

Why Use BlogRush?
It is supposed to drive targeted traffic to your site. It does this because you select a category for your blog that helps  Blog  Rush determine where to display your headlines. 

How to Add BlogRush?
Cut and Paste script, generated by Blog Rush, into your blog.

Easy of Implementation - 9 out of 10. It was functioning within 24 hours.

I'll do a follow up post in January about whether or not it is effective.

Here is a link to a great post I just read from Marketing Pilgrim, called Ten Ways to Avoid a Google Reputation Management Nightmare.

One of the big news items of today is that Microsoft's mashup utility, Popfly, is now open to the public.
About two months back, I was able to get access to Popfly. There wasn't much capability at the time and the interface was quite confusing.

In case you haven't heard of it, Popfly allows people to create applications, mashups and webpages with having to know html.

Right now, Popfly serves as a third-party application and uses existing resources that users have on sites like Facebook and Flickr.

To create mashups on Popfly, and even view certain tutorials, you need to download Silverlight.

Admittedly, I am on a SEO kick, because of a project that I am working on. As such, here is another  resource that will help your SEO efforts.

Optimize PDFs for search engines 

Before this week, I assumed that PDFs weren't very good at communicating with search engines because of the format and how it functions similar to an image.

Wrong.

The person that posts a PDF can stack the deck to allow search engines to perform better in terms of searchability.

Here is a great resource produced by Search Engine Land that outlines how to do this.

Blog Rush - Trial Run and Overview

I just added BlogRush to my blog. I plan to do areview of how much traffic it actually generates in a few months.

See the right-hand column of this blog to view the widget in action.

If you want to see a video overview, watch the video below.

 

Here is my initial overview of what it is and how it works.

What is BlogRush?
Is is a widget that is placed on a blog that displays five headlines from other BlogRush user's blogs.

How BlogRush Works?
Every time someone visit your blog, you receive a credit. The credits are used by BlogRush to syndicate your blog headlines on other blogs with a similar focus, that are also using the BlogRush widget.

Each person that you refer that signs up for BlogRush counts as a credit as well. Then, each visitor that view their BlogRush widget counts as a credit to the initial referrer as well.

It's basically a pyramid scheme that rewards people using the widget who enroll more people to use the widget.

Why Use BlogRush?
It is supposed to drive targeted traffic to your site. It does this because you select a category for your blog that helps  Blog  Rush determine where to display your headlines. 

How to Add BlogRush?
Cut and Paste script, generated by Blog Rush, into your blog.

Easy of Implementation - 9 out of 10. It was functioning within 24 hours.

I'll do a follow up post in January about whether or not it is effective.

Article on Marketing Pilgrim

Here is a link to a great post I just read from Marketing Pilgrim, called Ten Ways to Avoid a Google Reputation Management Nightmare.

Popfly now open to the public

One of the big news items of today is that Microsoft's mashup utility, Popfly, is now open to the public.
About two months back, I was able to get access to Popfly. There wasn't much capability at the time and the interface was quite confusing.

In case you haven't heard of it, Popfly allows people to create applications, mashups and webpages with having to know html.

Right now, Popfly serves as a third-party application and uses existing resources that users have on sites like Facebook and Flickr.

To create mashups on Popfly, and even view certain tutorials, you need to download Silverlight.

SEO Tip - Optimize PDFs

Admittedly, I am on a SEO kick, because of a project that I am working on. As such, here is another  resource that will help your SEO efforts.

Optimize PDFs for search engines 

Before this week, I assumed that PDFs weren't very good at communicating with search engines because of the format and how it functions similar to an image.

Wrong.

The person that posts a PDF can stack the deck to allow search engines to perform better in terms of searchability.

Here is a great resource produced by Search Engine Land that outlines how to do this.