36_588737 bindex.qxp 2/27/06 11:31 PM Page 389

Index

tips, 283 • Numerics • viral marketing, 348 21 Pay-Per-Click Campaign Secrets Your affiliate programs, 280–281 Competition Doesn’t Know, 2004 Edition Alertbox column (Nielsen), 346 (Goodman), 270 algorithms (for search results order), 302 80/20 rule, 31, 284 alphanumeric ID (of pages), 133, 178–179 404 Error Pages/Page Not Found alternate product shots, 116 Handling, 246 analytics software, 383–384 800 number, 334 anchor text, 103–104, 311 800 x 600 screen resolution, 91 anti-aliasing text, 120 1,040 x 768 screen resolution, 91 asterisk (red asterisk), 72, 234 auctions, 281–282 authors (as online merchants), 13 • A • author’s contact information, 6 Auto–Order Notification e-mail, 59–60 About.com directory, 277 autoresponders, 352 above the fold, 65, 67 Availability variable, 141 abstract, 64 Abstract field, 185 access speed, 343 • B • activating the Checkout Manager, 218 Add button, 366 background colors, 137 Add To Cart button, 65–67 background images, 137 Address-phone variable, 140 Background-color variable, 137 adjusting brightness, contract, color Background-image variable, 137 balance in images, 119 bad design (defined), 91 Adobe Photoshop, 118–119 Banner-font-size variable, 137 Advanced mode (Store Editor), 127–128 Bar-Delimited files (database uploads), 362 Advanced Settings module (Checkout bestselling products, 197–198 Manager), 217, 224–226 Beta test for Checkout Manager, 216 advertising bid amounts, 292–295 affiliate programs, 280–281 Billing Info Checkout page, 339 auctions, 281–282 COPYRIGHTEDBilling MATERIAL Info page, 69–71 blogs, 282–283 bitmap files, 111 content ads, 295 BizRate shopping portal, 278 directory listings, 276–277 Black, Mike, president of Internet e-mail newsletters, 276, 351 Marketing Resources, 303 paid-search advertising, 14, 273, blacklists, 357 275–276, 285–299 blogs, 6, 282–283 referral e-mail marketing, 351 Bock, Brian, Yahoo! Store developer, 133 revenue share programs, 281 Boisvert, Paul, Yahoo! Store Senior sponsorships, 280 Technical Content Producer, 118 text-link ads, 279–280 bookmarking pages, 133–134 borders around product photos, 119 36_588737 bindex.qxp 2/27/06 11:31 PM Page 390

390 Starting a Yahoo! Business For Dummies

BOTW.com directory, 277 home page, 165–166 branding icon buttons, 157–159 Checkout Wrapper, 220–221 Index button, 147 corporate identity, 85 Image button, 129 home page, 162, 166 Info button, 99, 145–147 Yahoo! Store branding, 85 Item button, 129 breadcrumbs, 65, 388 Layout button, 131 browsers of visitors, 344 Link button, 129 bugs in Checkout Manager, 226 Keep Shopping button, 67 building a store Look button, 131 copywriting, 86–87 padding, 156 design elements, 84–86 placement of, 144, 149–151 doing it yourself, 80–81 Mail button, 147 hiring someone to do it, 81–82 Manager button, 129–130 offshore designers, 81 Move button, 129 product data, 83–84 navigation buttons, 152–155 with Store Editor, 41–53, 77–79 New Upload button, 364 with Store Tags, 2, 77, 79–80 Next button, 147 Building Your Business with Google For Order button, 65–67 Dummies (Hill), 299 Place Order button, 70 Bulk Image Upload feature, 116 Privacypolicy button, 147 Burke, David, VisualFuture.com, 383 Publish button, 124–127, 130 Burmeister, Mary (HTML 4 For Dummies, Published button, 126 5th Edition), 386 Rebuild button, 366–367 business e-mail, 14 Red Arrow (left side) button, 131 business model, 17–19, 27–28 Red Arrow (right side) button, 131 Button-edge-color variable, 157 Register button, 147 Button-edge-width variable, 157 Request button, 148 Button-padding variable, 156 resources, 159 buttons Revert button, 367–368 Add button, 366 Section button, 129 Add To Cart button, 65–67 Show-order button, 145–146, 148 Checkout buttons, 225 side buttons, 149–150 Config button, 131 spacers, 146–147 Contents buttons, 130, 148–149 styles, 155–156 Controls button, 131 Templates button, 130 custom buttons, 157–159 top buttons, 149–151 Database Uploads button, 131 Types button, 130–131 Download button, 146 Up button, 131, 148 Edit All button, 129 Update button, 125 Edit button, 129 Update Quantity button, 67 editing, 152–155 variables, 139 E-mail button, 146 Variables button, 94, 125, 129 Empty button, 146–147 workaround for above the fold placement Find button, 130 of Order button, 67 Function buttons, 145–148 Button-style variable, 139, 155–156 Help button, 127, 130, 147 buyers. See customers Hide Help button, 130 buying cycle, 265 Home button, 145–147, 156 36_588737 bindex.qxp 2/27/06 11:31 PM Page 391

Index 391

opening, 216 • C • Page Configuration module, 216, 221–223 CAN-SPAM Act of 2003, 352–354 previewing, 217 Caption field, 65, 67, 185 progress indicator, 225 Cart. See also Checkout Manager publishing Order Settings, 218 Add To Cart button, 65–67 Revert panel, 226 conversion rate, 337–339 single-page checkout, 219 customizing, 175–176 test orders, 218 design, 67–68 Visual Customization module, 216–217 editing, 175–176 Checkout Manager Guide, 228 functionality, 67 Checkout Wrapper, 220–221 Keep Shopping button, 67 child pages, 171 navigation, 99 choosing a domain name, 371 new features, 215 Clay, Bruce, SEO expert, 316, 383 ordering process, 67–68 click trails, 98, 329 Secure-basket variable, 141 clickable ads, 291 Update Quantity button, 67 ClickTracks, 322, 383 cascading style sheets (CSS), 224 Clipboard, 193–194 Catalog Manager, 229–230 Code field, 182 catalog requests, 236 Cole, Dan changing Graphic Downloader tool, 382 colors, 94 Graphic Uploader tool, 382 domain information, 373–375 Order Checker tool, 382 Checkout buttons, 225 Order Processor tool, 382 Checkout Manager RTML Template Transfer Utility, 382, 387 activating, 218 Yahoo! Store Backup & Feed tool, 382–383 Advanced Settings module, 217, 224–226 Yahoo! Store forum, 387 Beta test, 216 Collier, Marsha bugs, 226 eBay For Dummies, 282 Checkout buttons, 225 eBay Timesaving Techniques For cookies, 224 Dummies, 282 CSS (cascading style sheets), 224 Starting an eBay Business For custom fields, 223 Dummies, 282 customer messages, 222 color blindness, 94 Customer Ratings, 221 colors design, 224–225 background colors, 137 disabling, 226 changing, 94 documentation, 216 color schemes, 131 enabling, 226 design, 93–94 fields, 222–223 progress indicator, 225 flow settings, 218–220 RGB (red green blue), 94 “Getting Started Guide for Checkout variables, 137 Manager,” 216 Variables button, 94 Gift Options, 221 Columns variable, 138 Global Settings module, 216, 219–221 Column-width variable, 138 Help files, 216 Commission Junction affiliate Item Option Validation, 226 programs, 281 multiple-page checkout, 219 community of Yahoo! Store owners, 11 new features, 215–216 36_588737 bindex.qxp 2/27/06 11:31 PM Page 392

392 Starting a Yahoo! Business For Dummies

comparison of Merchant Solutions viewing, 320 Packages, 11 what works, 345–346 competitors converting keywords merchandising secrets, 205 defined, 254 search engine optimization (SEO), sources of, 257–264 314–315 tracking, 269–270 Compound-name variable, 141 cookies, 224 compressed file, 236 copying compressing images, 111 product pages, 195 Config button, 131 section pages, 195 Config page (Store Editor), 134 copywriting, 86–87, 307–310 configuring corporate identity, 85 inventory, 244 costs for a Yahoo! Store, 11 Order Settings, 240–243 creating Store Manager, 54–58 IDs (of pages), 179 confirming orders, 58–59, 70, 248, 348–349 product pages, 190–192 Constant Contact e-mail referral section pages, 190 service, 351 credit cards consumer protection groups, 335 accepting payments from, 10 contact information, 334 automatic processing, 238–239 content ads, 295 CVN (credit-card verification contents number), 237 defined, 171–172 logos, 335 home page, 172 manual processing, 70, 239 product pages, 173 offline processing, 240 section pages, 173 real-time credit-card authorization, Contents buttons, 130, 148–149 69, 237 Contents page (Store Editor), 132–133 Risk Tools, 237 Contents-elements variable, 138 Crockatt, Tor, search marketer, 268 Contents-format variable, 138–139 cropping photos, 119 Controls button, 131 cross-selling Controls page (Store Editor), 134–135 Cross-sell feature, 209–211 conversion rate Cross-sell-text variable, 141 access speed, 343 Family field, 186 customer service, 335–336 free gift with purchase, 211 defined, 331–332 CSS (cascading style sheets), 224 demographic information, 343–344 CSS Web Design For Dummies effect of design on, 89–91 (Mansfield), 310 instilling confidence in customers, CSV text files (database uploads), 362–363 333–335 Currency variable, 141 load speed, 341–343 custom buttons, 157–159 product page design, 336–337 custom fields in Checkout Manager, 223 quality content, 332–333 custom search solutions, 283 resources, 346 Custom Templates NOW! e-book (Siposs), 387 Shopping Cart, 337–339 custom variables, 142 trust symbols, 335 custom-built RTML stores, 388 usability, 339–341 Customer Access link (Store Manager), 246 36_588737 bindex.qxp 2/27/06 11:31 PM Page 393

Index 393

customer messages, 222 Revert button, 367–368 customer ratings, 221, 247 spreadsheet software, 362 customer service step-by-step instructions, 363–368 current state of in retailing, 10 technical support, 368 e-mail, 348–351 text editor, 362 home page, 162 troubleshooting, 368–369 product knowledge, 10 Upload Summary page, 365 tools, 384 Database Uploads button, 131 what to offer, 335–336 Decimal-mark variable, 141 customers Deconstructing Y-Times e-book (Siposs), 387 browsers, 344 deep links, 280, 312–313 click trails, 98, 329 default settings for Store Editor, 127 color blindness, 94 deleting conversion rate, 320, 331–332 product pages, 195–196 cookies, 224 section pages, 195–196 demographic information, 343–344 demographic information, 343–344 design, 91 descriptions of products, 33, 65 free downloads, 356 design how they search, 265 appealing to customers, 91 increasing traffic, 332 bad design, 91 instilling confidence, 333–335 Cart, 67–68 iProspect study on search engine Checkout Manager, 224–225 user attitudes, 288 color schemes, 131 operating systems, 344 colors, 93–94 page views, 322 fonts, 95–96 search terms, 107, 327 good design, 91 targeting, 271–272 home page, 163–167 testimonials, 335 importance of, 89–91 touch points, 58 instilling confidence, 333–335 unique visitors (defined), 337 Internet Explorer, 91 customizing Shopping Cart, 175–176 loading time for pages, 91 Cutts, Matt, Google search quality logos, 92–93, 96 engineer, 304, 316 magazine design, 92 CVN (credit-card verification number), 237 package design, 93 product pages, 66, 181 screen resolution, 91, 94 • D • section pages, 169–170 Database inventory, 244 Shopping Cart, 67–68 database uploads simple versus slick, 90 Add button, 366 stickiness factor, 333 Bar-Delimited files, 362 text, 94–95 CSV text files, 362–363 trust symbols, 85, 335 fields, 363 design elements, 84–86 New Upload button, 364 designers, 81–82 precautions, 360–361 Designing Web Usability (Nielsen), 346 process overview, 361 Developer Network, 11, 82–83 Rebuild button, 366–367 directory listings, 276–277 36_588737 bindex.qxp 2/27/06 11:31 PM Page 394

394 Starting a Yahoo! Business For Dummies

disabling Checkout Manager, 226 Controls button, 131 discounts, 26 Database Uploads button, 131 display size (images), 112 Edit All button, 129 display text. See text Edit button, 129 Display-font variable, 137 Find button, 130 Display-font-size variable, 137 Help button, 130 Display-text-color variable, 137 Hide Help button, 130 distribution of paid-search advertising, Image button, 129 295–296 Item button, 129 DMOZ (Open Directory Project), 277 Layout button, 131 DNSStuff.com, 384 Link button, 129 Domain Control Panel, 374–375 Look button, 131 domain names, 246, 371–372 Manager button, 129–130 domain tools, 384 Move button, 129 domains moving, 127–129 changing domain information, 373–375 Publish button, 124–127, 130 choosing a domain name, 371 Red Arrow (left side) button, 131 mirror sites, 377–378 Red Arrow (right side) button, 131 non-Yahoo! registered domains, 373–374 Section button, 129 registering, 371–374 Templates button, 130 site entry point, 375–376 Types button, 130–131 Yahoo! Merchant Solutions, 14, 371, 373 Up button, 131, 148 DomainsbyProxy tool, 384 Variables button, 94, 125, 129 Don’t Make Me Think, 2nd Edition editing (Krug), 159 navigation buttons, 152–155 dots per inch (dpi), 111 product pages, 193–194 double opt-in e-mail, 354 section pages, 193–194 Download button, 146 Shopping Cart, 175–176 Download field, 186 Editor access page (Store Manager), 246 downloading 800 number, 334 guides, 228 800 x 600 screen resolution, 91 images, 117 80/20 rule, 31, 284 RTML templates, 387 e-mail dpi (dots per inch), 111 author’s e-mail address, 6 Dragon Naturally Speaking, 384 Auto–Order Notification e-mail, 59–60 drop-shipping, 13, 28–30 autoresponders, 352 business e-mail, 14 CAN-SPAM Act of 2003, 352–354 • E • customer service, 348–351 eBay auctions, 282 Gmail, 384 eBay For Dummies (Collier), 282 HTML e-mails, 357 eBay Timesaving Techniques For Dummies Mailing List database, 355–356 (Collier), 282 mailto: links, 146 Edit All button, 129 order confirmation e-mail, Edit button, 129 59, 70, 248, 348–349 Edit Nav-bar (Store Editor) order notification e-mail, 71, 243 appearance, 125 order status e-mail, 74, 247, 349–350 Config button, 131 personalized replies to customer Contents button, 130 e-mail, 350–351 36_588737 bindex.qxp 2/27/06 11:31 PM Page 395

Index 395

referral e-mail marketing, 351 fields shipment e-mail, 247 Checkout Manager, 222–223 signature file, 350 database uploads, 363 spam, 276, 352–355 product pages, 181–186 “Thanks For Your Order” e-mail, 74 smart fields, 184 UPS tracking number and anticipated file size, 112–113, 345 arrival date, 73 filters for search engines, 382 viral marketing, 348 Final-text variable, 140 when site updates e-mail, 246 Find button, 130 Yahoo! Merchant Solutions, 14 finding E-mail button, 146 orders, 236 e-mail newsletters pages, 133 advertising in, 351 Firefox Screengrab extension, 118–119 appearance of, 357 flow settings (Checkout Manager), 218–220 author’s e-mail newsletter, 6 fonts blacklists, 357 design, 95–96 double opt-in, 354 progress indicator, 225 effectiveness of, 276 variables, 137 free downloads, 356 footer, 99 frequency of, 358 foreign orders, 249–250 GrokDotcom conversion-rate marketing forums newsletter, 346 sponsoring, 280 HTML e-mails, 357 Webmasterworld PPC forums, 299 list management, 355–356 Webmasterworld’s Keyword Research Mile High Comics, 358 Forum, 270 opt-in, 354 Yahoo! Store forum, 387 opt-out, 354 404 Error Pages/Page Not Found spam, 252–255, 276 Handling, 246 subscription drives, 355–356 free downloads, 356 testing, 357 free gift with purchase, 211 Email variable, 136 free search, 273–274, 287 Emphasis-color variable, 137 frequency of e-mail newsletters, 358 Empty button, 146–147 Friedman, Harry, retailing consultant, 213 empty section pages, 171 Froogle shopping portal, 278–279 enabling Checkout Manager, 226 Function buttons, 145–148 EngineReady tool, 322, 384 Excel, 362 exporting • G • images, 120 “Getting Started Guide for Checkout orders, 236 Manager,” 216 store, 383 Getting Started with Yahoo! Merchant Solutions, 228 GIF image format, 111–112 • F • Gift Options, 221 Families variable, 141 Gimpsy.com directory, 277 Family field, 186 Global Settings module (Checkout fax notifications, 72, 243 Manager), 216, 219–221 featuring products across the site, 206–208 global variables. See variables feed services, 279 Gmail, 384 36_588737 bindex.qxp 2/27/06 11:31 PM Page 396

396 Starting a Yahoo! Business For Dummies

GoDaddy.com domain registration Hill, Brad (Building Your Business with services, 373–374 Google For Dummies), 299 Godin, Seth (Permission Marketing), 276 hiring someone to build your store, 81–82 GoGuides.com directory, 277 Home button, 145–147, 156 good design (defined), 91 home page Goodman, Andrew (21 Pay-Per-Click branding, 162, 166 Campaign Secrets Your Competition buttons, 165–166 Doesn’t Know, 2004 Edition), 270 communication goals, 161 Google, 302–303 contents, 172 Google AdWords, 286–287, 299 customer service, 162 Google Alerts, 384 design, 163–167 Google Desktop Search, 384 images, 166 Google Keyword Sandbox tool, 266–267 importance of, 161–162 Google Toolbar, 384 logos, 166 Google Tools, 384 merchandising, 162 Graham, Paul (creator of Viaweb Store prioritizing page elements, 165–166 Builder software), 16 search box, 167 graphic bugs, 85 search engine optimization (SEO), Graphic Downloader tool, 382 162–163 Graphic Uploader tool, 382 specials, 166–167 graphics text, 166 resolution, 111 home page template, 163–164 text inside graphics, 120 hosting, 14 graphics software, 118–119 HTML graphs, 327–328 comparison to RTML, 385 GrokDotcom conversion-rate marketing HTML e-mails, 357 newsletter, 346 HTML 4 For Dummies, 5th Edition (Tittel gross profit margin, 25–26 and Burmeister), 386 grouping pages, 99 hyperlinks. See links guides, 228 • I • • H • ICANN, 372 Harvey, Greg (Microsoft Excel For icon buttons, 157–159 Dummies), 362 Icon field, 185 Head tags, 186–187 ID field, 181 Head-elements variable, 138 IDs Headline field, 184–185 page IDs, 133, 178–179 headlines on product pages, 65, 184–185 Yahoo! ID, 35–37 Head-style variable, 138 illegal file formats, 113 Head-tags variable, 140 Image button, 129 Help button, 127, 130, 147 Image field, 182 Help files image formats, 111–113 Checkout Manager, 216 images. See also graphics; photos Store Manager, 228 adjusting brightness, contract, color hidden version of store, 124 balance, 119 Hide Help button, 130 background images, 137 hiding pages, 108 bitmap files, 111 36_588737 bindex.qxp 2/27/06 11:31 PM Page 397

Index 397

borders, 119 Inset field, 185 compressing, 111 instilling confidence in customers, 333–335 cropping, 119 internal links, 311 display size, 112 internal search engine, 105–108 downloading, 117 Internet Explorer, 91 exporting, 120 Internet Marketing Resources, 303 file size, 112–113 Internet search engines getting permission to use images, 117 paid-search advertising, 14 home page, 166 Yahoo! Search, 14 load time, 110–111, 341–343 Internet security companies, 335 navigation, 99–101 inventors, 13 negative space, 119 inventory product pages, 65 configuring, 244 progress indicator, 225 Database inventory, 244 resizing, 113–114 management tools, 384 screen shots, 118 Real-Time inventory, 244 sources of, 117–118 iProspect study on search engine Store Editor, 113–116 user attitudes, 288 text inside images, 120 Item button, 129 thumbnail images, 113–114 Item Option Validation, 226 uploading, 115–116 item pages variables, 137 Add To Cart button, 65–67 watermarks, 117 Caption field, 65, 67 zip file, 116 contents, 173 inbound links, 312–313 copying, 195 increasing sales copywriting, 86–87 access speed, 343 creating, 190–192 conversion rate (defined), 331–332 deleting, 195–196 customer service, 335–336 descriptions (of products), 65 demographic information, 343–344 design, 66, 181 effect of design on, 89–91 editing, 193–194 instilling confidence in customers, elements, 186–190 333–335 fields, 181–186 load speed, 341–343 Head tags, 186–187 product page design, 336–337 headlines, 65, 184–185 quality content, 332–333 ID (of pages), 133, 178–179 resources, 346 images (of products), 65 Shopping Cart, 337–339 increasing sales, 332–333, 336–337 trust symbols, 335 moving, 193–194 usability, 339–341 navigation, 101–103 viewing sales information, 320 Order button, 65–67 what works, 345–346 parent-child relationships, 180–181 increasing traffic, 332 Title tag, 186 Index button, 147 index page, 176 Info button, 99, 145–147 • J • info page, 174–175 jaggy text, 120 Info-text variable, 139 JoeAnt.com directory, 277 inscriptions, 183–184 JPEG image format, 111–112 36_588737 bindex.qxp 2/27/06 11:31 PM Page 398

398 Starting a Yahoo! Business For Dummies

internal links, 311 • K • mailto: links, 146 Karandish, David, FindStuff.com, 294 navigation, 99–101, 103–105 Keep Shopping button, 67 outbound links, 312 keyword density, 302 run-of-site links, 280 Keyword Discovery tool, 381 search engine optimization (SEO), keyword frequency, 302 275, 311–313 Keywordmax, 322 sponsored links, 275 keywords text-link ads, 279–280 converting keywords, 254, Track Links feature (Store Manager), 257–264, 269–270 297–298 defined, 254 load time Google Keyword Sandbox tool, 266–267 effect on sales, 341 Keyword Discovery tool, 381 for images, 110–111, 341–343 meaning elements, 268 for pages, 91 Overture keyword selector tool, 266–267 speed test, 345 paid-search advertising, 290–291, 298–299 load-balancing infrastructure, 12 researching keywords, 265 locked pages (Store Editor), 125 resources, 270 logos search engine optimization (SEO), corporate identity, 85 163, 306–310 credit-card logos, 335 store searches, 327 design, 92–93 where they come from, 254–256 home page, 166 Wordtracker keyword research tool, manufacturer logos, 85–86, 96 268–269, 381 navigation, 98–99 Keywords variable, 140 look and feel. See design Krug, Steve (Don’t Make Me Think, 2nd Look button, 131 Edition), 159 loss leaders, 26 • L • • M • Label field, 185–186 magazine design, mimicking in design, 92 Label-color variable, 137 Mail button, 147 Label-font variable, 137 Mail Order Manager (M.O.M.), 233 Label-font-size variable, 137 Mailing List database, 355–356 landing pages for paid-search ads, 292 mail-order catalogers, 13 Layout button, 131 mailto: links, 146 layout variables, 138 Mall-url variable, 139 leafed section pages, 168–169 Manage My Services page, 124 levels of site, 99 Manager. See Store Manager limited-distribution products, 22–23 Manager button, 129–130 Link button, 129 Mansfield, Richard (CSS Web Design link-building campaigns, 279 For Dummies), 310 Link-color variable, 137 manufacturers links logos, 85–86, 96 anchor text, 103–104, 311 as online merchants, 13 deep links, 280, 312–313 product descriptions, 33 inbound links, 312–313 product photos, 109, 117 MAP (minimum advertising pricing), 23 36_588737 bindex.qxp 2/27/06 11:31 PM Page 399

Index 399

margins, 25–26 Mile High Comics e-mail newsletter, 358 market testing, 30 minimum advertising pricing (MAP), 23 marketing Minimum-order variable, 141 affiliate programs, 280–281 Minimum-quantity variable, 141 auctions, 281–282 mirror sites, 377–378 blogs, 282–283 misspellings (during customer content ads, 295 searches), 106 directory listings, 276–277 M.O.M. (Mail Order Manager), 233 e-mail newsletters, 276, 351 mompreneurs, 12 paid-search advertising, 14, monograms, 183–184 285–291, 293–299 Morris, Robert T., creator of Viaweb Store referral e-mail marketing, 351 Builder software, 16 revenue share programs, 281 “The Mostly Viral Top Traffic Alternatives search-engine marketing (SEM), to Search Engines List” (Tabke), 283 273–274, 288 Move button, 129 sponsorships, 280 moving text-link ads, 279–280 Edit Nav-bar (Store Editor), 127–129 tips, 283 product pages, 193–194 viral marketing, 348 section pages, 193 meaning elements, 268 multiple-page checkout, 219 measuring results musicians (as online merchants), 13 paid-search advertising, 296–297 search engine optimization (SEO), 313–314 • N • merchandising Name field, 181–182 bestselling products, 197–198 Name-image variable, 138 competition, 205 Nav-bar variable, 152 cross-selling, 209–211 Nav-buttons variable, 139 featuring products across the site, navigating 206–208 Store Editor, 44, 132 home page, 162 Store Manager, 229–230 product promotions, 203–206 navigation specials, 166–167, 198–202 breadcrumbs, 65, 388 store navigation, 204–205 Checkout Wrapper, 220–221 merchant accounts click trails, 98 defined, 10 communication goals, 97–98 opening, 10, 38–40 consistency of, 98 Merchant Solutions. See Yahoo! Merchant customer search terms, 107 Solutions footer, 99 Merchant Solutions Getting Started grouping pages, 99 Guide, 2 images, 99–101 messages for customers, 222 importance of, 97, 143 Microbiz retailing inventory program, 231 Info button, 99, 145–147 micro-conversions, 333 internal search engine, 105–108 Microsoft Excel, 362 levels of site, 99 Microsoft Excel For Dummies (Harvey), 362 logos, 98–99 Microsoft Internet Explorer, 91 merchandising, 204–205 migrating to Yahoo! Store from another navigation button bars, 100–101 storefront system, 33–34 navigational elements (defined), 99 36_588737 bindex.qxp 2/27/06 11:31 PM Page 400

400 Starting a Yahoo! Business For Dummies

navigation (continued) 1,040 x 768 screen resolution, 91 page titles, 100 Open Directory Project (DMOZ), 277 product pages, 101–103 Open Directory Project: Online Keyword RTML, 388 Tools, 270 section pages, 101–103 Open for Business Checklist, 228 Shopping Cart, 99 Open For Business link, 60–61 Store Editor, 99–101 opening text links, 99–101, 103–105 Checkout Manager, 216 word choice, 99 merchant accounts, 10, 38, 39–40 navigation buttons Store Editor, 124–125 Checkout buttons, 225 operating systems of visitors, 344 Contents buttons, 148–149 opt-in e-mail, 354 custom buttons, 157–159 Options field, 183–184 editing, 152–155 opt-out e-mail, 354 Function buttons, 145–148 Order button, 65–67 home page, 165–166 Order Checker tool, 382 icon buttons, 157–159 order confirmation e-mail, 59, 70, padding, 156 248, 348–349 placement of, 144, 149–151 Order Confirmation page, 58–59, 70–72 resources, 159 Order Form link, 241–243 side buttons, 149–150 Order Lookup feature (Store Manager), 236 spacers, 146–147 order management styles, 155–156 Store Manager, 230–232 top buttons, 149–151 third-party solutions, 233 variables, 139 Order Manager page (Store Manager), Need-bill variable, 142 234–236 Need-payment variable, 142 order notification by fax or e-mail, 71, 243 Need-ship variable, 142 order numbers, 237 negative space (photos), 119 order processing, 72–73, 230–232 New Upload button, 364 Order Processing Guide, 228 newsletters. See e-mail newsletters Order Processor tool, 382 Next button, 147 Order Settings Nielsen, Jakob configuring, 240–243 Alertbox column, 346 publishing, 60, 218 Designing Web Usability, 346 order status e-mail, 74, 247, 349–350 guidelines on page load time, 111 Orderable field, 182 NIL templates, 181 ordering process nonprofit businesses, 13 Billing Info page, 69–71 norder page, 175–176 confirmation e-mail, 70 Nosearch tag, 108 Order Confirmation page, 70–72 Notepad, 362 order notification e-mail, 71 notification of order/order status Place Order button, 70 by e-mail, 71, 243 product pages, 65–66 by fax, 72, 243 search engine optimization, 64–65 section pages, 65–66 secure servers, 68–69 • O • Shipping Info page, 69–70 obtaining permission to use images, 117 Shopping Cart, 67–68 offshore designers, 81 36_588737 bindex.qxp 2/27/06 11:31 PM Page 401

Index 401

“Thanks For Your Order” e-mail, 74 landing pages, 292 timeline, 63–64 measuring results, 296–297 OrderMotion, 233 planning your campaign, 289 Order-style variable, 141 resources, 299 Order-text variable, 141 tips for a successful campaign, 298–299 organizing products, 211–213 traffic, 273, 289–290 orphaned pages, 132, 194 Webmasterworld PPC forums, 299 outbound links, 312 Yahoo! Search Marketing, 14, 275–276, outsourcing 286–287, 299 search engine optimization (SEO), 315 Paint Shop Pro, 118–119 store building, 81–82 parent pages, 171 Overture keyword selector tool, 266–267 parent-child relationships, 180–181 Pareto Principle, 31, 284 payment methods, 10 • P • credit-card payments, 10, 339 package design, 93 PayPal, 10, 244–245, 339 padding around buttons, 156 setting, 57–58 Paddock, Craig, Internet marketing pay-per-click (PPC) advertising. See paid- consultant, 92 search advertising Page Configuration module (Checkout Permission Marketing (Godin), 276 Manager), 216, 221–223 permission to use images, 117 page IDs, 133 personalization of items, 183–184 Page, Larry, Google founder, 302 Personalization-charge variable, 142 page layout variables, 138 personalized replies to customer Page Not Found Handling, 246 e-mail, 350–351 page properties, 140 photo-editing software, 118–119 page titles photos navigation, 100 adjusting brightness, contract, progress indicator, 225 color balance, 119 search engine optimization (SEO), alternate product shots, 116 308–309 bitmap files, 111 page views, 322 borders, 119 Page Views report (Store Manager), 322 compressing, 111 Page-format variable, 138, 149 cropping, 119 pagelet, 186 display size, 112 Page-width variable, 138 downloading, 117 paid-search advertising exporting, 120 benefits of, 287–288 file size, 112–113 bid amounts, 292–295 getting permission to use photos, 117 buying, 286–287 GIFs, 111–112 clickable ads, 291 illegal file formats, 113 content ads, 295 importance of, 109 distribution, 295–296 JPEGs, 111–112 free search, 287–289 load time, 110–111 global spending on, 285–286 manufacturers’ product photos, 109, 117 Google AdWords, 275–276, 286–287, 299 negative space, 119 how it works, 275–276 resizing, 113–114 keyword matching, 290 sources of, 117–118 keywords, 290–291, 298–299 Store Editor, 113–116 36_588737 bindex.qxp 2/27/06 11:31 PM Page 402

402 Starting a Yahoo! Business For Dummies

photos (continued) product photos text inside photos, 120 adjusting brightness, contract, thumbnail images, 113–114 color balance, 119 uploading, 115–116 alternate product shots, 116 watermarks, 117 bitmap files, 111 zip file, 116 borders, 119 Photoshop, 118–119 compressing, 111 pixels, 94 cropping, 119 Place Order button, 70 display size, 112 placement of navigation buttons, downloading, 117 144, 149–151 exporting, 120 Pokémon cards, 23 file size, 112–113 PPC (pay-per-click) advertising. See paid- getting permission to use photos, 117 search advertising GIFs, 111–112 premium listings, 294 illegal file formats, 113 previewing Checkout Manager, 217 importance of, 109 Price field, 182 JPEGs, 111–112 price points, 25–26 load time, 110–111 Price-style variable, 140 manufacturers’ product photos, 109, 117 privacy policy page, 175 negative space, 119 Privacypolicy button, 147 resizing, 113–114 Privacypolicy-text variable, 139 sources of, 117–118 processing orders, 72–73, 230–232 Store Editor, 113–116 product data, 83–84 text inside photos, 120 product knowledge, 10, 26–27 thumbnail images, 113–114 product pages uploading, 115–116 Add To Cart button, 65–67 watermarks, 117 Caption field, 65, 67 zip file, 116 contents, 173 product promotions, 203–206 copying, 195 product quality, 24 copywriting, 86–87 product selection, 19–22 creating, 190–192 product specials, 166–167 deleting, 195–196 Product URL field, 186 descriptions (of products), 33, 65 products with limited distribution, 22–23 design, 66, 181 progress indicator, 225 editing, 193–194 properties. See variables elements, 186–190 public (published) version of store, 124 fields, 181–186 Publish button, 124–127, 130 Head tags, 186–187 Publish Status page (Store Editor), 125–126 headlines, 65, 184–185 Published button, 126 ID (of pages), 133, 178–179 publishing images (of products), 65 Order Settings, 60, 218 increasing sales, 332–333, 336–337 store changes, 53–54, 126–127 moving, 193–194 navigation, 101–103 Order button, 65–67 • Q • organizing products, 211–213 quality content, 332–333 parent-child relationships, 180–181 quality products, 24 Title tag, 186 36_588737 bindex.qxp 2/27/06 11:31 PM Page 403

Index 403

Quantity-text variable, 141 revenue share programs, 281 queries for search engines, 382 Revert button, 367–368 QuickBooks, 233 Revert panel (Checkout Manager), 226 RGB (red green blue), 94 Risk Tools, 237 • R • Rosanski, Chuck, Mile High Comics e-mail ratings from customers, 247 newsletter, 358 real-time credit-card authorization, 69, 237 Row-pad variable, 138 Real-Time inventory, 244 RTML (remote telescope markup language) Rebuild button, 366–367 breadcrumbs, 388 Red Arrow (left side) button, 131 comparison to HTML, 385 Red Arrow (right side) button, 131 custom-built RTML stores, 388 red asterisk, 72, 234 navigation, 388 red green blue (RGB), 94 search engine optimization (SEO), 388 redirecting URLs, 377–378 tips for learning, 386 References report (Store Manager), Yahoo! Store forum, 387 324–326 RTML 101: The Unofficial Guide To Yahoo! referral e-mail marketing, 351 Store Templates (Siposs), 387 Register button, 147 RTML for Yahoo! Store — A visual quick-start registering domains, 371–374 tutorial to modifying templates registering with Yahoo!, 35–36 (Whitaker), 386 Regular mode (Store Editor), 128 RTML Template Transfer Utility, 382, 387 Regular-price-text variable, 140 RTML templates relative URLs, 104 downloading, 387 remote telescope markup language search engine optimization (SEO), (RTML). See RTML (remote telescope 305–306, 388 markup language) Templates button, 130 repeat orders, 25 uploading, 387 reports run-of-site links, 280 Page Views report (Store Manager), 322 References report (Store Manager), 324–326 • S • Sales report (Store Manager), Sale-price field, 182 320, 323–324 Sale-price-text variable, 140 types of, 328–329 sales Yahoo! Shopping’s top 100 searches, 327 access speed, 343 reputation analysis, 104, 302 conversion rate (defined), 331–332 Request button, 148 customer service, 335–336 Request-text variable, 139 demographic information, 343–344 researching keywords, 265 effect of design on, 89–91 resizing photos, 113–114 instilling confidence in customers, resolution 333–335 dots per inch (dpi), 111 load speed, 341–343 screen resolution, 91, 94, 344 product page design, 336–337 Web graphics, 111 quality content, 332–333 retailing, 10 resources, 346 returns policy, 24 Shopping Cart, 337–339 revenue share fee, 235 36_588737 bindex.qxp 2/27/06 11:31 PM Page 404

404 Starting a Yahoo! Business For Dummies

sales (continued) spam detection, 304 trust symbols, 335 spiders, 303 usability, 339–341 store searches, 327 viewing sales information, 320 Yahoo! Search, 14 what works, 345–346 search page, 176 Sales report (Store Manager), 320, 323–324 search terms, 327 sales tax rate, 55, 245 search-engine marketing (SEM), screen resolution, 91, 94, 344 273–274, 288 screen shots, 118 SearchEngineWatch.com, 299, 316 Screengrab extension (Firefox), 118–119 Section button, 129 search box, 167 section pages search engine filters, 382 contents, 173 search engine optimization (SEO) copying, 195 algorithms (for search results order), 302 copywriting, 86–87 competitors, 314–315 creating, 190–192 copywriting, 307–310 defined, 65–66, 168 defined, 64–65 deleting, 195–196 Google Alerts, 384 design, 169–170 home page, 162–163 editing, 193–194 keywords, 163, 306–310 empty section pages, 171 links, 275, 311–313 leafed, 168–169 measuring results, 313–314 moving, 193 outsourcing, 315 navigation, 101–103 resources, 316 parent-child relationships, 180–181 RTML templates, 305–306, 388 subsections, 170–171 SEOToolSet, 383 top-level, 168 text, 274 secure servers, 68–69 Webposition tool, 383 Secure Socket Layer (SSL), 335 Yahoo! Stores, 304–305 Secure-basket variable, 141 search engine queries, 382 security companies, 335 search engines security key, 37–38 custom search solutions, 283 selecting products, 19–22 customer search terms, 107 SEM (search-engine marketing), Google, 302–303 273–274, 288 Google Desktop Search, 384 SEO Research Labs, 270 hiding pages, 108 SEO (search engine optimization). See internal search engine, 105–108 search engine optimization (SEO) iProspect study on search engine SEOToolSet, 383 user attitudes, 288 setting keyword density, 302 payment methods, 57 keyword frequency, 302 shipping rates, 56–57 mirror sites, 377–378 tax rate, 55, 245 misspellings (during customer variables, 135 searches), 106 shipping ordering process, 64–65 foreign orders, 249–250 paid-search advertising, 14, 273, order confirmation e-mail, 248 275–276, 285–291, 293–299 order status e-mail, 74, 247 premium listings, 294 shipment e-mail, 247–248 reputation analysis, 104 shipment tracking, 248 36_588737 bindex.qxp 2/27/06 11:31 PM Page 405

Index 405

Shipping Info Checkout page, 338–339 speed test for page load time, 345 Shipping Info page, 69–70 spiders, 303 Shipping Manager, 11, 248 sponsored links, 275 shipping methods, 55–56 sponsorships, 280 shipping rates, 56–57 spreadsheet software, 362 UPS WorldShip, 73, 248–249, 349 SSL (Secure Socket Layer), 335 UPSOnline Tools, 249 Starting an eBay Business For Dummies Ship-weight field, 186 (Collier), 282 shoppers. See customers statistics Shopping Cart. See also Checkout Manager click trails, 98, 329 Add To Cart button, 65–67 ClickTracks, 322, 383 conversion rate, 337–339 conversion rate, 320 customizing, 175–176 EngineReady tool, 322, 384 editing, 175–176 graphs, 327–328 functionality, 67 Keywordmax, 322 info page, 174 page views, 322 Keep Shopping button, 67 Yahoo! Statistics, 320–322, 383 look and feel, 67–68 stickiness factor, 333 navigation, 99 StoneEdge Order Management new features, 215 Software, 233 ordering process, 67–68 store building. See building a store Secure-basket variable, 141 store design. See design Update Quantity button, 67 Store Editor shopping portals, 14, 278–279 Add button, 366 Shopping.com, 278 Advanced mode, 127–128 Shopping-url variable, 142 bookmarking pages, 133–134 Show-order button, 145–146, 148 building a store, 41–53, 77–79 Show-order-text variable, 141 capabilities, 123–124 side buttons, 149–150 Clipboard, 193–194 signature file, 350 Config page, 134 single-page checkout, 219 Contents page, 132–133 Siposs, Istvan Controls page, 134–135 Custom Templates NOW! e-book, 387 copying pages, 195 Deconstructing Y-Times e-book, 387 creating pages, 190–192 RTML 101: The Unofficial Guide To Yahoo! database uploads, 360–369 Store Templates, 387 default settings, 127 Yahoo! Store Template Reference defined, 15 e-book, 387 deleting pages, 195–196 Yahoo! Store Tips & Tricks, 386 development history, 15–16 Site Builder For Dummies (Wagner), 2 Edit Nav-bar, 125, 127–131 site entry point, 375–376 editing pages, 193–194 site map, 132–133, 176 fonts, 96 SLI Systems, 283 Help button, 127, 130, 147 small businesses, 9–10 hidden version of store, 124 smart fields, 184 ID (of pages), 133, 178–179 spacers, 146–147 images, 113–116 spam, 276, 304, 352–355 locked pages, 125 specials, 166–167, 198–202 moving pages, 193–194 36_588737 bindex.qxp 2/27/06 11:31 PM Page 406

406 Starting a Yahoo! Business For Dummies

Store Editor (continued) statistics, 320–322 multiple users, 125 Track Links feature, 297–298 navigation, 44, 99–101, 132 Store (Merchant Solutions), 14–15 New Upload button, 364 store properties, 140–142 opening, 124–125 store publishing, 53–54, 126–127 orphaned pages, 132 store searches, 327 photos, 113–116 Store Tags, 2, 77, 79–80 public (published) version of store, 124 stores Publish button, 124–127 exporting, 383 Publish Status page, 125–126 migrating from another storefront Published button, 126 system, 33–34 publishing protocols, 127 site entry point, 375–376 publishing store changes, 53–54, 126–127 styles of buttons, 155–156 Rebuild button, 366–367 subscription drives for e-mail, 355–356 Regular mode, 128 subsection pages, 170–171 Revert button, 367–368 Sullivan, Danny, SearchEngineWatch.com, site map, 132–133 299, 316 Update button, 125 supplier relationships, 31–32 Upload Summary page, 365 Swivel online marketing tools, 282 Variables button, 125 System Status page, 228 Variables page, 136–142 Store Editor Variables Guide, 228 Store Manager • T • catalog requests, 236 Tabke, Brett configuring, 54–58 “The Mostly Viral Top Traffic Alternatives Customer Access link, 246 to Search Engines List,” 283 customer ratings, 247 WebmasterWorld.com, 316 defined, 15 tags domain names, 246 Head tags, 186–187 Editor access page, 246 Nosearch tag, 108 e-mail when site updates, 246 Store Tags, 2, 77, 79–80 404 Error Pages/Page Not Found Title tag, 64, 186 Handling, 246 vw-img text tag, 94–95 Help files, 228 taking an existing business online, 30–32 navigating, 229–230 tar file, 236 Order Form link, 241–243 targeting customers, 271–272 Order Lookup feature, 236 tax rate, 55, 245 Order Manager page, 234–236 Taxable field, 186 order numbers, 237 technical support, 237, 368 order processing, 72–73, 230–232 Template field, 181 Order Settings, 218, 240–243 templates Page Views report, 322 downloading, 387 red asterisk, 72, 234 home page template, 163–164 References report, 324–326 NIL templates, 181 Sales report, 320, 323–324 search engine optimization (SEO), shipping features, 247–248 305–306, 388 uploading, 387 36_588737 bindex.qxp 2/27/06 11:31 PM Page 407

Index 407

Templates button, 130 Open Directory Project: Online 1,040 x 768 screen resolution, 91 Keyword Tools, 270 Terms of Service (Yahoo!), 355 Order Checker tool, 382 testimonials from customers, 335 Order Processor tool, 382 testing Overture keyword selector tool, 266–267 e-mail newsletters, 357 RTML Template Transfer Utility, 382, 387 load time, 345 SEOToolSet, 383 markets, 30 Shipping Manager tool, 11 ordering process, 218 Webposition tool, 383 text Whois.sc, 384 anchor text, 103–104, 311 Wordtracker keyword research tool, anti-aliasing, 120 268–269, 381 design, 94–95 Yahoo! Store Backup & Feed tool, 382–383 home page, 166 Yahoo! Store Export Tool, 383 inside photos or graphics, 120 YstoreTools.com software site, 382–383 jaggy text, 120 top buttons, 149–151 navigation, 99–101, 103–105 top-level section pages, 168 search engine optimization (SEO), 274 touch points, 58 variables, 137 Track Links feature (Store Manager), vw-img text tag, 94–95 297–298 Text-color variable, 137 tracking Text-font variable, 137 converting keywords, 269–270 text-link ads, 279–280 shipments, 248 text-link brokers, 279 traffic Text-Link-Ads.com, 279 inbound links, 312–313 Text-size variable, 137 increasing, 332 Thanks For Your Order e-mail, 74 load-balancing infrastructure, 12 Thousands-mark variable, 141 paid-search advertising, 273, 289–290 thumbnail images, 113–114 Trellian Keyword Discovery tool, 381 timeline for an order, 63–64 troubleshooting Title tag, 64, 186 database uploads, 368–369 Title variable, 136 specials, 202 Tittel, Ed (HTML 4 For Dummies, trust symbols, 85, 335 5th Edition), 386 21 Pay-Per-Click Campaign Secrets Your tools Competition Doesn’t Know, 2004 ClickTracks, 322, 383 Edition (Goodman), 270 customer service, 384 Type field, 181 DNSStuff.com, 384 Types button, 130–131 DomainsbyProxy tool, 384 Dragon Naturally Speaking, 384 EngineReady tool, 322, 384 • U • Google Keyword Sandbox tool, 266–267 UltraEdit-32, 362 Google Tools, 384 Uniform Resource Locator (URL) Graphic Downloader tool, 382 domain names, 372 Graphic Uploader tool, 382 Product URL field, 186 inventory management, 384 redirecting URLs, 377–378 Keyword Discovery tool, 381 relative URLs, 104 36_588737 bindex.qxp 2/27/06 11:31 PM Page 408

408 Starting a Yahoo! Business For Dummies

unique visitors (defined), 337 Emphasis-color, 137 Up button, 131, 148 Families, 141 Update button, 125 Final-text, 140 Update Quantity button, 67 fonts, 137 Upload Summary page (Store Editor), 365 Head-elements, 138 uploading Head-style, 138 images, 115–116 Head-tags, 140 manufacturer logos, 96 home button, 156 RTML templates, 387 images, 137 UPS WorldShip, 73, 248–249, 349 Info-text, 139 UPSOnline Tools, 249 Keywords, 140 uptime record (for Yahoo! Store), 12 Label-color, 137 URL (Uniform Resource Locator) Label-font, 137 domain names, 372 Label-font-size, 137 Product URL field, 186 layout, 138 redirecting URLs, 377–378 Link-color, 137 relative URLs, 104 Mall-url, 139 usability, 332, 339–341 Minimum-order, 141 users. See visitors Minimum-quantity, 141 utilities. See tools Name-image, 138 Nav-bar, 152 Nav-buttons, 139 • V • Need-bill, 142 variables Need-payment, 142 Address-phone, 140 Need-ship, 142 Availability, 141 Order-style, 141 Background-color, 137 Order-text, 141 Background-image, 137 page layout, 138 Banner-font-size, 137 Page-format, 138, 149 Button-edge-color, 157 Page-width, 138 Button-edge-width, 157 Personalization-charge, 142 Button-padding, 156 Price-style, 140 buttons, 139 Privacypolicy-text, 139 Button-style, 139, 155–156 Quantity-text, 141 colors, 137 Regular-price-text, 140 Columns, 138 Request-text, 139 Column-width, 138 Row-pad, 138 Compound-name, 141 Sale-price-text, 140 Contents-elements, 138 Secure-basket, 141 Contents-format, 138–139 setting, 135 Cross-sell-text, 141 Shopping-url, 142 Currency, 141 Show-order-text, 141 custom variables, 142 Store Editor Variables Guide, 228 Decimal-mark, 141 text, 137 Display-font, 137 Text-color, 137 Display-font-size, 137 Text-font, 137 Display-text-color, 137 Text-size, 137 Email, 136 Thousands-mark, 141 36_588737 bindex.qxp 2/27/06 11:31 PM Page 409

Index 409

Title, 136 text, 94–95 Visited-link-color, 137 trust symbols, 85 Ypath, 142 VisualFuture.com, 383 Variables button, 94, 125, 129 vw-img text tag, 94–95 Variables page (Store Editor), 136–142 Viaweb, 15–16 viral marketing, 348 • W • Visited-link-color variable, 137 Wagner, Richard (Site Builder visitors For Dummies), 2 browsers, 344 watermarking product photos, 117 click trails, 98, 329 Web graphics color blindness, 94 resolution, 111 conversion rate, 320, 331–332 text inside graphics, 120 cookies, 224 Web hosting, 14 demographic information, 343–344 Web usability, 332, 339–341 design, 91 weblogs, 282–283 free downloads, 356 Webmasterworld PPC forums, 299 how they search, 265 Webmasterworld.com, 316 increasing traffic, 332 Webmasterworld’s Keyword instilling confidence, 333–335 Research Forum, 270 iProspect study on search engine Webposition tool, 383 user attitudes, 288 Whelan, Jill, SEO expert, 316 operating systems, 344 Whitaker, Michael page views, 322 CSS recommendations, 224 search terms, 107, 327 RTML for Yahoo! Store — A visual quick- targeting, 271–272 start tutorial to modifying templates, 386 unique visitors (defined), 337 Yahoo! Store Tips & Tricks, 386 Visual Customization module (Checkout who uses Yahoo! Store, 12–13 Manager), 216–217 Whois.sc tool, 384 visual design WinZip, 236 appealing to customers, 91 word choice in navigation system, 99 bad design, 91 Wordtracker keyword research tool, Checkout Manager, 224–225 268–269, 381 color schemes, 131 workaround for above the fold placement colors, 93–94 of Order button, 67 fonts, 95–96 writing good design, 91 copywriting, 86–87, 307–310 home page, 163–167 IDs (of pages), 179 importance of, 89–91 privacy policy, 175 instilling confidence, 333–335 Internet Explorer, 91 loading time for pages, 91 • Y • logos, 92–93, 96 Yahoo! Directory, 276–277 magazine design, 92 Yahoo! ID, 35–37 package design, 93 Yahoo! Merchant Solutions screen resolution, 91, 94 accounts, 10, 38–40 section pages, 169–170 domains, 14, 371, 373 simple versus slick, 90 e-mail, 14 36_588737 bindex.qxp 2/27/06 11:31 PM Page 410

410 Starting a Yahoo! Business For Dummies

Yahoo! Merchant Solutions (continued) Marketing and Development Web site, 6 Merchant Solutions Getting Merchant Solutions Packages, 11 Started Guide, 2 migrating a store from another package comparison, 11 storefront system, 33–34 Store, 14–15 search engine optimization (SEO), Web hosting, 14 304–305 Yahoo! Search, 14 uptime record, 12 Yahoo! Search Marketing, 14, 286–287, 299 who uses it, 12–13 Yahoo! Shopping, 14, 278–279, 327 Yahoo! Store Template Reference e-book Yahoo! Small Business, 13 (Siposs), 387 Yahoo! Statistics, 320–322, 383 Yahoo! Store Tips & Tricks (Whitaker Yahoo! Store and Siposs), 386 Backup & Feed tool, 382–383 Yahoo! Technical Support, 237, 368 branding, 85 Ypath variable, 142 community, 11 YstoreTools.com software site, 382–383 costs, 11 defined, 10 Developer Network, 11, 82–83 • Z • Export Tool, 383 Zeal.com directory, 277 features and tools, 11 zipped file, 116, 236 forum, 387 load-balancing infrastructure, 12