Exclusive Concepts Free Webinar: Email Campaigns

Merchants who’d like to learn more about running email campaigns for their store may be interested in an upcoming free webinar, Generating New Sales from Old Customers with Email, hosted by Exclusive Concepts. Join them on Wednesday April 9, 2008 from 1-2 p.m. EDT and learn how to:

• Use email to speak directly to the different segments of your marketing database
• Optimize your email success by designing for maximum deliverability and usability
• Refine your email program by analyzing key metrics and testing influential variables

Sign up for the webinar.

Finding the “Seeds for Success”

If you’re a woman who’d like to start or grow a business online, or if you know someone who fits this description, be sure to check out a post made by entrepreneur/television personality Carolyn Kepcher to Yodel Anecdotal, the Yahoo! corporate blog. The post outlines “Seeds for Success: Empowering Women Entrepreneurs,” a new grant program announced yesterday by Yahoo! Small Business and Kepcher, which will award three women entrepreneurs with business grants including cash, mentorship, and technical services valued at more than $25,000 each.

In her post, Kepcher — best known for her appearances as an advisor to Donald Trump on the NBC television show “The Apprentice” in her capacity as executive vice president of Trump Co. — also shares some thoughts about being a woman in business and finding work and life balance. Read Carolyn Kepcher’s post to Yodel Anecdotal.

If you’re interested in applying for the grant, stop by the Seeds for Success website to learn more about the program and submit your application online.

Melissa Chaika Sobel and Jennifer Farwell
Yahoo! Small Business

CNET blog features Yahoo! merchants

Yahoo! merchants Sarah Headrick and Sarah Rivera of Custom Made for Kids, who sell personalized children’s books, were recently featured in a CNET.com blog article that looked at women and online entrepreneurship. The authors and internet retailers shared their thoughts about the benefits of an online store and the ordering process, and how these are well-suited to their business needs. Check it out to learn more about their experience, and the ways in which they’ve used online tools and information to their advantage.

Taking a moment to stop by the Custom Made for Kids site and checking out their product’s virtual tour is also well worth the time, even if you’re not looking for a children’s book. Here, customers can enter a few custom details and then preview the first three pages of The First Adventures of Incredible You, allowing them to see the quality of the book and how it uses their information. Including a virtual tour for one or more of your store’s key products is a great way to give customers an in-depth look at what they’re ordering and can turn store visitors into buyers, by adding value to the shopping experience that goes beyond what even good product images and detailed descriptions can provide.

Jennifer Farwell
Yahoo! Small Business

Looking for Links in all the Right Places

Today’s Y!Store blog is another guest column by long-time Yahoo! Store owner and developer Rob Snell of Snell Brothers, still located in sleepy Starkville, Mississippi. Rob blogs about Yahoo! Store, speaks at search conferences about Yahoo! Store, is the author of a not so new book on Yahoo! Store: Starting a Yahoo! Business For Dummies, and is fixing to go ask for some more links. You should, too!

Howdy! Let’s talk about SEO, specifically links and how to get more of them. It must be that time of the year again, because I’ve started my annual obsession with links. Links to your Yahoo! Store are more important than ever. You need links. Lots and lots of links. Beg, borrow, buy, barter, swap, sponsor — whatever it takes, get ‘em, you need links. Why? I’ll tell you…

Nowadays, quality links are a valuable commodity. Links from other Web sites send shoppers to your online store. Quality links also pass link popularity and PageRank which helps increase your search engine rankings for your best converting keywords, which drives more folks to your store. Good links are hard to get, because lots of Web site owners know the value of a link ($$$), and they don’t want to give you something for nothing.

This post is about using free browser tools (bookmarklets) to save you time and aggravation when you’re hunting links. Less hassle means I’ll have the patience to stay on target and get more links. I didn’t invent search bookmarklets, but I hacked these bookmarklets together from some existing ones to make checking your backlinks so much easier. I have about 20 search bookmarklets I use on a regular basis. If you like this one, comment and I’ll share more…

First, Who Links To Me (And Who Should)

First thing I do when I dive into a Vendors Link project is to take a link inventory. I make a list of all my vendors, and then I make sure they link to me. One of the easiest ways to get free, on-topic, and relevant links to your Yahoo! Store is to ask your vendors for a link. I covered this in great detail in another guest post about link-building strategies.

To see who links to your Yahoo! Store, ask the search engines. Google will show you some of your backlinks (but not all) when you search for link:domain.com, but Yahoo! shows you all the backlinks Y! knows about with Yahoo! Site Explorer. Yahoo! will also let you combine multiple operators into a single search. This rocks! Here are some sample searches. When searching for your own site, replace yourdomain.com with your domain name.

Show all pages with links to this specific page url
link:http://www.yourdomain.com/page.html

View Yahoo! Site Explorer results

Show all pages with links to your domain (from any site)
linkdomain:yourdomain.com

View Yahoo! Site Explorer results

Show all pages with links to your domain (except from your site)
linkdomain:yourdomain.com -site:yourdomain.com

View Yahoo! Site Explorer results

Typing in these operators every time I want to see if a site links to me can be a pain. This is where Bookmarklets come in.

All About Bookmarklets

Bookmarklets are smart little “links” that you can bookmark and use an itty bitty bit of javascript to do a neat trick on the page when you click it. Almost anything javascript can do, a bookmarklet can do. Bookmarklets work better in some browsers than others, and I recommend Firefox for folks doing SEO.

For example, I stick my favorite bookmarklets on my Firefox Bookmarks Toolbar, so when I’m on a page I can highlight some keywords in the text on the page and search Yahoo! for those words, or see all the pages a domain has in the search engines, or see who owns the domain (WHOIS database) of the page you’re currently on or 100 other things. Check out http://www.bookmarklets.com if you want to learn more.

Firefox

First, you need to make sure your Firefox browser is displaying the Bookmarks Toolbar. Right-click on the green arrow to the right of the address bar. A window appears displaying all your installed toolbars. If a check appears to the left of the Bookmarks Toolbar, you’re fine. If not, click the “Bookmarks Toolbar” and the menu disappears and your browser now displays the Bookmarks Toolbar.

Here are two ways to create a bookmarklet in Firefox: Click and drag a pre-made bookmarklet/link to your Bookmarks toolbar or hand-edit an existing bookmark.

Firefox: Click and drag a link to Bookmarks Toolbar
Click and hold on the link/bookmarklet (below, the text Domain links to me?). Drag the link/bookmarklet to your Bookmarks Toolbar and let go. The name of the link appears on your toolbar.

Domain links to me?

NOTE: The example link uses yourdomainhere.com. To make this link work for your own site, replace yourdomainhere.com with your own domain.

Firefox: Edit existing bookmark
Right-click on an existing bookmark on your Bookmarks Toolbar. A menu appears. Select “Properties.” A little window opens up. Type something short and sweet into the Name field and paste this code in the Location field:

NOTE: Remember to replace yourdomainhere.com with whatever domain you want to search for. You can always edit this later. Click [OK] and you’re done.

Internet Explorer

Adding a bookmarklet or link to the LINKS tool bar in IE is a little different. Internet Explorer calls bookmarks “favorites.”

Internet Explorer: Right-click and add to Favorites:LINKS folder
Right-click on the link/bookmarklet. A menu appears. Select “Add to Favorites.” A warning message appears (because of the javascript in the link). Click “Yes.” The Add to Favorites window appears. Click the LINKS folder. Click OK. The bookmarklet/link now appears on your LINKS Toolbar.

Now surf over to some domain you know you have a link on, for example, the Yahoo! Directory and click the bookmarklet on your browser’s toolbar. The bookmarklet zips you over to Yahoo!, and does a site:dir.yahoo.com linkdomain:yourdomainhere.com query to see if you have any links in the Yahoo! Search index.

Now what? Organizing Your Link Hunting

Now that you’ve got an easy way to check a site for any links on any page to your site, start getting some link love from your vendors:

1) When you already have a link on a vendor’s site, that’s great! Make sure it’s the link you want.

For example, I had a link on the Tri-tronics dealers page, but it went to my home page, when I thought it would be better to visitors and search engines to point that link straight to my Tri-tronics collars section page. I asked the Webmaster and she changed my link the same day. Awesome!

2) Also, when you have a link, you also want make sure you keep that link.

Company Web sites get redesigned all the time, so you want to periodically check your vendor links to make sure you still have them.

3) If you don’t have a link, you need to ask for one!

Collect all the contact information, and ask your vendor for the link you want. Again, I covered this in great detail in a post last year about asking for links from your vendors and suppliers.

In that post, I recommended using an Excel Spreadsheet to keep up with all your links, but I’ve found a Web-based app which is my new, preferred tool for organizing link hunting. High Rise is a contact management system from 37Signals which makes it easy to stay organized. Think of it as your online Trapper Keeper. I keep tabs on Web sites we have links from, the sites we want links from, and all the contact information and detailed notes that are a part of link hunting. What’s cool is that the free version lets you have up to 250 contacts, so that’s enough to see if you’ll actually use it. Take a look!

Wrapping things up, this year’s link audit has been very productive so far. Not only did I come across broken links and sites that linked to all of my competitors but not to me — I also found over 100 new companies, organizations, new manufacturers, and Web sites that we do business with that should link to me.

I found all these link opportunities by flipping through folders of invoices, reading old email, rummaging through rolodexes, looking at who links to the competition, and even asking my non-Web staff for link ideas. Link hunting may not be the most fun part of SEO and online marketing, but it’ll give you the biggest bang for the buck. Happy link hunting!

Rob Snell
Guest blogger for Yahoo! Small Business