We received a frantic phone call from a client on Wednesday. We had done a site review as a favor a while back and they've been friends of the company for a very long time. The conversation went something like this:

Client: Our web store has been hacked! McAfee Site Advisor says we have malware, spyware, and viruses on our site!

Me: Really? That doesn't seem possible since you've got a Yahoo Store. And you've got the HackerSafe service checking your server every day. It hasn't complained, has it?

Client: No, but our sales have dropped to nothing today. And the warning from McAfee wasn't on our site yesterday.

Have You Been Hacked?

My first thought was "Uh oh, they've been hacked. I hope they have good backups." Then it dawned on me -- McAfee site advisor would be showing their warning on the search engine listing, not on the actual store site. Since we don't have that installed anywhere around here, I had the client email me some screen shots so I could see what was going on

Here's a Google search for Marie Sharp's Hot Sauce, a fairly popular product. The top three results in the product search have a yellow circle with an explanation point to signify a warning for those sites. That's mighty odd that both the client and their competitors results would show a warning. But it gets worse. Clicking on that warning icon shows this bad news:

Who are These People?

Our client explained to me that they had never heard of any of the users that supposedly were reviewing their site. I know they kill themselves over customer service, so the horror stories being told in the McAfee Site Advisor reviews just didn't make sense. I also happen to know that they don't spam, and I was very doubtful that they had been hacked and were distributing malware, spyware, or viruses.

So I clicked on the competitor's link. The same results. Not a different set of bad stories, but the exact results for the competitor as the client. Then the lightbulb went off. McAfee had made a mistake of monumental proportions.

McAfee had rated all of YAHOO.NET as dangerous.

Supreme Incompetence

Yahoo Stores can be hosted on a subdomain of yahoo.net. Their url looks like storename.stores.yahoo.net. I've heard there are over 100K stores using the Yahoo service. It's a lot of stores. And McAfee had taken a few complaints from a couple of specific stores and applied them to every store in the Yahoo store system. A quick google site search on a product category proved my hypothesis:

Yep, 31,000 results for a site search on cameras in the yahoo store system and McAfee marked every single one of them with a warning.

The level of apparent incompetence and recklessness on the part of McAfee is hard to believe. They are wrongly telling their users that these sites are dangerous, when it is completely untrue. The warning shows up right next to the Google result for that store. If you read the fine print you can see that they're talking about yahoo.net, but frankly most potential customers don't read the fine print. It's been 2 days now and our client has seen a dramatic drop off in sales. They're really being hurt by this.

It's the Little Guy That Gets Hurt

The client has contacted Yahoo support, who says they're working on it. The behavior started Tuesday afternoon after the earthquake, so perhaps that's related to it. I can imagine a situation where they rebooted some servers and forgot to apply a patch and now they're giving out wrong information. But frankly, this sure looks like libel by software. They're accusing people in a very public way of being spammers and distributors of malware and adware. And they're wrongly attributing customer complaints to that company.

Interestingly enough, the McAfee Site Advisor software only modified the google search results. Yahoo has a partnership with them to render the results from Yahoo instead of in the browser, and not surprisingly Yahoo isn't telling people that Yahoo.net is a supplier of malware and adware, run by spammers. So it's only killing 80% of the Yahoo Store's business since most of their search traffic comes from Google.

McAfee needs to fix this mistake, and fast. Otherwise they might find themselves with a pretty hefty legal liability from a lot of Yahoo store owners. And Yahoo needs to wake up and push McAfee to do it, because this is impacting the percentage they get from their Yahoo stores.

Yahoo Store SEO Analyzer

What if there was a free tool for your Yahoo Store that:

• Suggests better keywords you could be using in each page in your store?
• Shows your PageRank for every product in your store?
• Shows your backlink counts for every product in your store?
• Shows how well you're using meta tags for every product in your store?

Wouldn't you jump all over that?

Yahoo Stores are a powerful and relatively simple to use ecommerce solution but they certainly don't go out of their way to help merchants improve store and product Search Engine Optimization (SEO).  The only SEO tools that come with the store are the new Search Engines section and the new Keyword Finder. The search engines section allows you to turn on sitemaps and provides a link to Yahoo Site Explorer -- not exactly the pinnacle of SEO analysis for your store.

The Keyword Finder is interesting, but the limitation is that it only shows keywords that people used to come to your site. It can only show you the keywords that you've already been successful with. Wouldn't it be a lot more useful to find out the keywords that you should be using?

With Promote My Site's new Yahoo Store SEO Analyzer there is a solution to help you work through any page or product on your Yahoo Store. You can get an immediate feel for how well each of your pages are doing, and a deep insight into the keywords that are actually present on your page and perhaps some keywords that you could add in order to increase your traffic. At the same time you can see how your individual products are doing with backlink popularity.

In our next article we'll go into the operational details on how to use the Yahoo Store SEO Analyzer but let's start with a high-level first....

How Does it Work?

It all starts with telling the Yahoo Store SEO Analyzer where to find your exported page information (objinfo.xml). If you haven't make your objinfo.xml file public, go ahead and do that right now by going to the Search Engines link in your Yahoo Store manager and clicking "enabled" for objinfo.xml.

Unless, of course, you're trying to keep your store a secret from the search and shopping engines, in which case keep it unpublished. By the way, you really ought to have your sitemap.xml turned on too.

Depending upon the size of your store, it may takea while to load your store into our system. After it is loaded, you'll see your complete product catalog in a scrollable grid. You can sort the grid by clicking on the header fields, and there is a set of filters to allow you to focus on specific parts of your store.

Drill Down Process

For each product in your store, you'll be able to see this data:

• Pagerank
• Count of Yahoo backlinks
• Count Google backlinks
• AltaVista index status
• All The Web status
• Page Title
• Meta Description
• Meta Keywords

Just select the row with the product you're interested in and click "Get Data" and it will load the statistics for that record.

How do you know what pages to look at?

You Know Your Products And Competitors!

Well, of course you do.  You can scroll through your products and examine those which:

• Have strong or weak PR
• Have many or few backlinks
• Have strong titles, meta descriptions, and meta keywords

Yes, there are a million reasons to look at a page - you might want to play offence and go after a juicy niche or play defense and strengthen your core money maker. You could also spot product pages with strong PR that you might want to cross link to products with less PR.

Of course this is super-cool, but what can you do with it?

Review, Improve, Rinse, Repeat

Dive into a page and do some keyword work for any one, two, or three word phrase:

• Google traffic estimator
• Google SERP location
• Yahoo SERP location
• MSN SERP location

One of my favorite features is the ability to click through any keyword or keyphrase and go over to Wordtracker and find out alternative phrases to place on the page for more potential google love.

We had one beta tester notice that they had "rolex watch" (266 google searches max/day) well represented, but when they hit the free keyword search on Wordtracker the found out that "rolex watches" was even better, wtih 847 searches day/max.  That's a five minute change that could triple the traffic on a $5K item.

They also noticed that one of their best moneymaking pages was very effective for "rolex watch repair" (28 hits/day/max) but didn't have the keyphrase "repair rolex watch" (15 hits/day/max).  Again, that may not look like a big deal, but it was potentially 50% greater traffic on an important page for them.

Start With Baby Steps

Go on over to the Yahoo Store SEO Analyzer, plug in your URL, and give it a whirl.  Drill down into your highest traffic and most powerful pages.  Find one thing you can improve on each page and make the changes.  Observe the traffic.  See the effect on the bottom line.

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Google Matrix

We all know that product listings show up in google, but did you ever stop to look at what shows up? And who is NOT playing in that space?

I'll give you a hint: Amazon and Overstock aren't there. Circuit City and Best Buy are.

Did Jeff Bezos bite the red pill or something? (I'm not even going to ask that question about Byrne!)

Huge Opportunity for E-Commerce Friendly Merchants

This is great news for everyone because, god bless the ding dongs at CC/BB, but have you ever tried to actually buy something through their website? As my teenager would say: OMG, WTH?

So this means that if you have an eBay Marketplace or a Yahoo!Store or any non-stinky website then you have a great opportunity to compete against mid-tier e-merchants for a change.

Gunfight On Equal Terms

If you can't beat Amazon or Overstock or any big e-merchant in a heads up fight for Organic SERPS or for buying adwords then you need to go someplace where you're equal. It looks like the big guys are just ignoring Google Products ... for now at least. So suddently you're competing against other merchants without a household name. Other merchants with limited budgets. Other merchants with the same margin and shipping costs.

How cool is that?

Best of All .. It is Free

Well, maybe not free since you have to get your products up into the google database and you have to renew them every 30 days. But after a small initial effort to do your mapping and work through some issues it should take just a few minutes per month. Which is close enough to free for me.