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Tip: Keywords and meta tags are just two of many ways that search engines
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rank their results Higher search result ranking also comes from factors such as the number of inbound links (the more the better) and stickiness (how long users stay and browse) for any given Web page For more information about how search engines work and ways to optimize your store s searchability, go to http://wwwsearchenginescom It explains the ways that search engines work in clear, understandable terms
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Register Your eBay Store Name as a Domain Name
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If you don t have an existing Web site, consider registering your eBay Store name as a domain name on the Internet Even if you don t build your own Web site right away, you can still set the domain to redirect browsers automatically to your eBay Store Although you can register your domain name with any Web-hosting company, eBay has partnered with several companies to help you with this process As part of their domain registration, these companies offer services such as automatically setting up your redirect to your eBay Store For a link to these services, go to your Manage Your Store page and Click Domain Registration from the left menu Registering your domain helps ensure that if and when the time comes to create your own Web site, the domain name of your choosing will be
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available You will also have a built-in base of customers who have already bookmarked your URL
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Note: If your business name is longer than a couple of short words or
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could be difficult to spell, it makes sense to get two domain names: one reflecting your exact store name, and a second one with a shortened version of the store name that will be easier for customers to remember Both domains can be set up to redirect to your store Companies such as Hewlett-Packard use this technique so that those typing in their full name as the URL will find their site (http://wwwhewlett-packardcom), as well as those who know the shortcut (http://wwwhpcom)
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Use Regular eBay Listings to Drive Traffic to Your Store
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Once your store is up, running, and full of Store inventory listings, you can use some of the more expensive eBay auction-format listings as a means of advertising and propelling customers to your eBay Store With the auctionformat listings, your goods will come up in core eBay searches, and once your customers have found you, they ll be provided with plenty of clickable links to enter your eBay Store (including the custom listing header discussed earlier) Naturally, you ll want to continue to use auction-format listings for scarce goods that have the potential for bidding wars But for goods with predicable prices, you can all but abandon the regular format listing except to drive traffic to your eBay Store 5 discusses this strategy further and gives you HTML codes to create clickable links
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Tip: Use the 10-day listing option for your listings that you create to pro-
mote your store goods For an extra 40 cents, you ll get three more days of eBay core search visibility
Place Your Store URL Everywhere
Include your store URL anywhere and everywhere you can You can create potential for new customers in even the most unlikely places Add it to every e-mail you send out 6 discusses customizing e-mail templates and creating e-mail signatures that include your URL Include it on every invoice and on every package you send out Stamp it on your bills or your kids homework, print it on t-shirts, or put it on the side of your car Saturate the world with your URL You never know who will see it
eBay Stores Reporting Features
The final perk to an eBay Store is the complimentary reporting tools provided to store subscribers These include basic and advanced traffic reporting tools, as well as accounting tools that export reports directly to Intuit QuickBooks accounting software
Traffic Reporting
Offered free to all store subscription levels, the traffic report is a powerful reporting tool available on the Manage Your Store page It s offered through an eBay partner, Omniture, so you ll need to sign Omniture s user agreement to access the report The report provides information about traffic to all pages in your eBay Store, including all item listings (in any format) and all custom pages in your store The traffic report tells you what days of the week see the heaviest customer traffic, which pages were visited most often, and which outside Web sites and search words brought visitors to those pages This information can help you determine the best days and times to start and end your auction format listings It can help you focus in on the most effective keywords for your goods Featured and Anchor Store subscriptions are privy to advanced reporting functions like Path Reports and Bidding & Buying Reports: Path Reports Show how buyers enter your store, and the progression of pages they click when they browse your store It also reports at which page they exit your store This will help you determine whether you need to adjust the custom pages to keep your buyers lingering longer and purchasing more goods Bidding & Buying Reports Delve deeper into how your buyers are responding to your listings These reports measure listing success rates and which keywords led to the most bidding and sales
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