{"product_id":"9780789739742","title":"Selling Online 2.0: Migrating from eBay to Amazon, craigslist, and Your Own E-Commerce Website","description":"\u003cp\u003e \u003cb\u003eREMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS? \u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eUnfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can’t sell on eBay? Online auctions are the past; fixed-price selling is the future. It’s time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You’ll need to make some new plans, learn some new skills, and change some of the things you do--but you’ll find that there’s more money to be made on your own than relying on traditional eBay online auction sales.\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e \u003cli\u003e Put together a plan to maintain your sales level and profitability--to counteract eBay’s changes \u003c\/li\u003e\n\u003cli\u003e Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace \u003c\/li\u003e\n\u003cli\u003e Find out if running an eBay Store or selling on Half.com makes sense for your business \u003c\/li\u003e\n\u003cli\u003e Learn out how to sell locally on craigslist and other online classifieds sites \u003c\/li\u003e\n\u003cli\u003e Discover how to sell fixed-price merchandise on the Amazon marketplace \u003c\/li\u003e\n\u003cli\u003e Find out how to launch your own e-commerce website--and promote your online store \u003c\/li\u003e\n\u003cli\u003e Learn how to sell products across multiple channels--and manage multichannel conflicts \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003c\/p\u003e\u003cp\u003e \u003cb\u003eIntroduction\u003c\/b\u003e \u003cb\u003e1\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWhat’s in This Book 2\u003c\/p\u003e\u003cp\u003eWho Can Use This Book 3\u003c\/p\u003e\u003cp\u003eHow to Use This Book 3\u003c\/p\u003e\u003cp\u003eThere’s More Online... 4\u003c\/p\u003e\u003cp\u003eMaking the Move 4\u003c\/p\u003e\u003cp\u003e\u003cb\u003eI BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS\u003c\/b\u003e \u003cb\u003e5\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003e1 The Problem with Online Auctions\u003c\/b\u003e \u003cb\u003e7\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWhat eBay \u003ci\u003eUsed \u003c\/i\u003eto Be Like... 7\u003c\/p\u003e\u003cp\u003eWhy Is eBay Abandoning Smaller Sellers? 10\u003c\/p\u003e\u003cp\u003eChanges Are Afoot--and You Probably Won’t Like Them 12\u003c\/p\u003e\u003cp\u003eEmphasizing Fixed-Price Sales over Auction Sales 12\u003c\/p\u003e\u003cp\u003eChanges to the Fee Structure 12\u003c\/p\u003e\u003cp\u003eChanges to the Payment System 14\u003c\/p\u003e\u003cp\u003eChanges to the Feedback System 15\u003c\/p\u003e\u003cp\u003eChanges to Search Results 15\u003c\/p\u003e\u003cp\u003eeBay’s Deal with Buy.com 16\u003c\/p\u003e\u003cp\u003eHow Do eBay’s Changes Affect You? 16\u003c\/p\u003e\u003cp\u003e\u003cb\u003e2 Planning for Selling Success\u003c\/b\u003e \u003cb\u003e19\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003ePlanning for Life Beyond eBay Auctions 19\u003c\/p\u003e\u003cp\u003eAsking--and Answering--Key Questions 20\u003c\/p\u003e\u003cp\u003eWhat Type of Merchandise Do You Want to Sell? 20\u003c\/p\u003e\u003cp\u003eHow Much Money Do You Want to Make? 21\u003c\/p\u003e\u003cp\u003eHow Do You Intend to Manage Your Business? 23\u003c\/p\u003e\u003cp\u003eWhere Do You Want to Sell? 25\u003c\/p\u003e\u003cp\u003eConceiving a Business Plan 26\u003c\/p\u003e\u003cp\u003eUnderstanding the Components of a Useful Business Plan 28\u003c\/p\u003e\u003cp\u003eMission 29\u003c\/p\u003e\u003cp\u003eOpportunity 30\u003c\/p\u003e\u003cp\u003eStrategy 30\u003c\/p\u003e\u003cp\u003eOrganization and Operations 31\u003c\/p\u003e\u003cp\u003eStrengths and Weaknesses 31\u003c\/p\u003e\u003cp\u003eFinancials 31\u003c\/p\u003e\u003cp\u003eWriting Your Business Plan 32\u003c\/p\u003e\u003cp\u003eImplementing Your Business Plan 33\u003c\/p\u003e\u003cp\u003e\u003cb\u003eII FIXED-PRICE SELLING ON EBAY\u003c\/b\u003e \u003cb\u003e35\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003e3 \u003c\/b\u003e \u003cb\u003eMigrating to Fixed-Price Listings\u003c\/b\u003e \u003cb\u003e37\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWhy Fixed-Priced Sales Are the Way to Go 37\u003c\/p\u003e\u003cp\u003eComparing Fees 38\u003c\/p\u003e\u003cp\u003eComparing Listing Lengths 40\u003c\/p\u003e\u003cp\u003eFactoring in Customer Demand 41\u003c\/p\u003e\u003cp\u003eDifferent Ways to Sell at a Fixed Pric 42\u003c\/p\u003e\u003cp\u003eUnderstanding eBay’s Fixed-Price Listings 43\u003c\/p\u003e\u003cp\u003eUnderstanding eBay’s Buy It Now Auctions 44\u003c\/p\u003e\u003cp\u003eUnderstanding eBay Stores 46\u003c\/p\u003e\u003cp\u003eUnderstanding Half.com 47\u003c\/p\u003e\u003cp\u003eCreating an eBay Fixed-Price Listing 50\u003c\/p\u003e\u003cp\u003eCreating an Auction Listing with a Buy It Now Price 51\u003c\/p\u003e\u003cp\u003eManaging Fixed-Price Sales 52\u003c\/p\u003e\u003cp\u003eBefore the Sale: Setting the Price 53\u003c\/p\u003e\u003cp\u003eAfter the Sale: Payment and Shipping 53\u003c\/p\u003e\u003cp\u003e\u003cb\u003e4 Fixed-Price Selling in an eBay Store\u003c\/b\u003e \u003cb\u003e57\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWhat Is an eBay Store? 57\u003c\/p\u003e\u003cp\u003eBenefits of Opening Your Own eBay Store 59\u003c\/p\u003e\u003cp\u003eChallenges of eBay Store Selling 60\u003c\/p\u003e\u003cp\u003eUnderstanding eBay Store Subscription Levels 61\u003c\/p\u003e\u003cp\u003eUnderstanding Insertion Fees and FVFs 63\u003c\/p\u003e\u003cp\u003eHow to Open an eBay Store 63\u003c\/p\u003e\u003cp\u003eFurther Customizing Your eBay Store 67\u003c\/p\u003e\u003cp\u003eManaging Your eBay Store 68\u003c\/p\u003e\u003cp\u003eListing Merchandise for Sale in Your eBay Store 70\u003c\/p\u003e\u003cp\u003eHandling eBay Store Sales 71\u003c\/p\u003e\u003cp\u003eMarking Down Your Merchandise 72\u003c\/p\u003e\u003cp\u003eViewing eBay Store Reports 73\u003c\/p\u003e\u003cp\u003e\u003cb\u003e5 Fixed-Price Selling on Half.com\u003c\/b\u003e \u003cb\u003e77\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eGetting to Know Half.com 77\u003c\/p\u003e\u003cp\u003eUnderstanding the Half.com Shopping Experience 79\u003c\/p\u003e\u003cp\u003eUnderstanding Half.com Fees 80\u003c\/p\u003e\u003cp\u003eListing on Half.com 81\u003c\/p\u003e\u003cp\u003ePricing Your Half.com Items 83\u003c\/p\u003e\u003cp\u003eCalculating Shipping and Handling Charges 84\u003c\/p\u003e\u003cp\u003eManaging Half.com Sales 85\u003c\/p\u003e\u003cp\u003e\u003cb\u003e6 Promoting Your Fixed-Price eBay Sales\u003c\/b\u003e \u003cb\u003e87\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003ePromoting Your Fixed-Price Listings on the eBay Site 87\u003c\/p\u003e\u003cp\u003eOptimizing Your Listings for eBay Search 88\u003c\/p\u003e\u003cp\u003eLinking from Other Sites to Your eBay Listings 90\u003c\/p\u003e\u003cp\u003ePromoting Your eBay Store 90\u003c\/p\u003e\u003cp\u003eSeeding Listings into the Traditional eBay Marketplace 91\u003c\/p\u003e\u003cp\u003eEnabling Cross-Promotions 91\u003c\/p\u003e\u003cp\u003eCreating an Email Mailing List 92\u003c\/p\u003e\u003cp\u003eLinking to Your eBay Store 94\u003c\/p\u003e\u003cp\u003eAdding a Stores Widget to Your Blog or Website 95\u003c\/p\u003e\u003cp\u003eCreating a Listing Feed 95\u003c\/p\u003e\u003cp\u003eExporting Your Listings to Search Engines and Shopping Sites 96\u003c\/p\u003e\u003cp\u003eAdvertising on the eBay Site with AdCommerce 97\u003c\/p\u003e\u003cp\u003eAdvertising Across the Web with Google AdWords 99\u003c\/p\u003e\u003cp\u003ePromoting Your Store in the Real World 101\u003c\/p\u003e\u003cp\u003ePromoting Your Half.com Listings 102\u003c\/p\u003e\u003cp\u003e\u003cb\u003eIII SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS\u003c\/b\u003e \u003cb\u003e105\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003e7 Online Classifieds: Are They Right for Your Business?\u003c\/b\u003e \u003cb\u003e 107\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eUnderstanding Online Classifieds 107\u003c\/p\u003e\u003cp\u003eExamining Major Online Classifieds Sites 110\u003c\/p\u003e\u003cp\u003ecraigslist 110\u003c\/p\u003e\u003cp\u003eOodle 111\u003c\/p\u003e\u003cp\u003eKijiji 113\u003c\/p\u003e\u003cp\u003ebackpage.com 114\u003c\/p\u003e\u003cp\u003eLiveDea 115\u003c\/p\u003e\u003cp\u003eGoogle Base 116\u003c\/p\u003e\u003cp\u003eThe Pros and Cons of Selling via Online Classifieds 117\u003c\/p\u003e\u003cp\u003ePros of Online Classifieds Selling 117\u003c\/p\u003e\u003cp\u003eCons of Online Classifieds Selling 118\u003c\/p\u003e\u003cp\u003eDo Online Classifieds Make Sense for Your Business? 120\u003c\/p\u003e\u003cp\u003eThe Best Businesses for Migrating to Online Classifieds 120\u003c\/p\u003e\u003cp\u003eThe Worst Businesses for Migrating to Online Classifieds 121\u003c\/p\u003e\u003cp\u003e\u003cb\u003e8 Doing Business on craigslist\u003c\/b\u003e \u003cb\u003e125\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eUnderstanding craigslist 125\u003c\/p\u003e\u003cp\u003eNavigating craigslist Listings 126\u003c\/p\u003e\u003cp\u003eBefore You List... 129\u003c\/p\u003e\u003cp\u003eListing an Item for Sale 130\u003c\/p\u003e\u003cp\u003eFormatting Your Item Description 133\u003c\/p\u003e\u003cp\u003eUsing HTML Formatting 133\u003c\/p\u003e\u003cp\u003eInserting Images into Your Listings 134\u003c\/p\u003e\u003cp\u003eManaging Your Listings 135\u003c\/p\u003e\u003cp\u003eEditing a Listing 135\u003c\/p\u003e\u003cp\u003eDeleting a Listing 136\u003c\/p\u003e\u003cp\u003eMaking a Sale 136\u003c\/p\u003e\u003cp\u003e\u003cb\u003e9 Migrating from Online Auctions to Online Classifieds\u003c\/b\u003e \u003cb\u003e139\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWhat Items Should You Move to craigslist? 139\u003c\/p\u003e\u003cp\u003eChanging Your Business Model 141\u003c\/p\u003e\u003cp\u003eGoing Local 141\u003c\/p\u003e\u003cp\u003ePickups,No Shipping 142\u003c\/p\u003e\u003cp\u003eCash Is King 143\u003c\/p\u003e\u003cp\u003eWe Don’t Need No Stinking Tools 143\u003c\/p\u003e\u003cp\u003eIt’s the Wild West 144\u003c\/p\u003e\u003cp\u003eBusinesses Aren’t Always Accepted 144\u003c\/p\u003e\u003cp\u003eMaking the Move 145\u003c\/p\u003e\u003cp\u003e\u003cb\u003e10 Promoting Your craigslist Business\u003c\/b\u003e \u003cb\u003e147\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eChoosing the Right Community and Category 147\u003c\/p\u003e\u003cp\u003eOptimizing Your Listings for Search 148\u003c\/p\u003e\u003cp\u003eKeeping Your Ad at the Top of the List 148\u003c\/p\u003e\u003cp\u003e\u003cb\u003eIV SELLING ON THE AMAZON MARKETPLACE\u003c\/b\u003e \u003cb\u003e151\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003e11 \u003c\/b\u003e \u003cb\u003eThe Amazon Marketplace: Is It Right for Your Business?\u003c\/b\u003e \u003cb\u003e 153\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eUnderstanding the Amazon Marketplace 153\u003c\/p\u003e\u003cp\u003eWhat the Buyers See 154\u003c\/p\u003e\u003cp\u003eThe Many Ways to Sell on Amazon 156\u003c\/p\u003e\u003cp\u003eSelling Individual Items on the Amazon Marketplace 157\u003c\/p\u003e\u003cp\u003eUnderstanding the Amazon Marketplace 158\u003c\/p\u003e\u003cp\u003eUnderstanding Amazon’s Fees 159\u003c\/p\u003e\u003cp\u003eSelling as a Pro Merchant 161\u003c\/p\u003e\u003cp\u003eSelling on Amazon via Selling on Amazon 162\u003c\/p\u003e\u003cp\u003eSelling in an Amazon WebStore 163\u003c\/p\u003e\u003cp\u003eUsing Amazon to Fulfill Your Orders 163\u003c\/p\u003e\u003cp\u003eHow It Works 164\u003c\/p\u003e\u003cp\u003eUnderstanding Fulfillment Pricing 164\u003c\/p\u003e\u003cp\u003eThe Pros and Cons of Selling on Amazon 166\u003c\/p\u003e\u003cp\u003eSelling on Amazon: Pros 166\u003c\/p\u003e\u003cp\u003eSelling on Amazon: Cons 167\u003c\/p\u003e\u003cp\u003e\u003cb\u003e12 Doing Business in the Amazon Marketplace\u003c\/b\u003e \u003cb\u003e169\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eListing Individual Items in the Amazon Marketplace 169\u003c\/p\u003e\u003cp\u003eListing Your First Item 69\u003c\/p\u003e\u003cp\u003eManaging Your Account and Inventory 173\u003c\/p\u003e\u003cp\u003eSelling an Item 175\u003c\/p\u003e\u003cp\u003eSetting Up Your Amazon Storefront 176\u003c\/p\u003e\u003cp\u003eMoving to the Pro Merchant Program 177\u003c\/p\u003e\u003cp\u003eUpgrading to Pro Merchant Status 177\u003c\/p\u003e\u003cp\u003eUploading Multiple Listings 178\u003c\/p\u003e\u003cp\u003eCreating a Product Detail Page 180\u003c\/p\u003e\u003cp\u003e\u003cb\u003e13 Migrating Your eBay Business to Amazon\u003c\/b\u003e \u003cb\u003e185\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eDoes Migrating to Amazon Make Sense? 85\u003c\/p\u003e\u003cp\u003eComparing Fees 185\u003c\/p\u003e\u003cp\u003eComparing Sales and Effort 187\u003c\/p\u003e\u003cp\u003eWhich Items Should You Migrate? 188\u003c\/p\u003e\u003cp\u003eEvolving Your Business Model 189\u003c\/p\u003e\u003cp\u003eMaking the Move 190\u003c\/p\u003e\u003cp\u003e\u003cb\u003e14 Promoting Your Amazon Business\u003c\/b\u003e \u003cb\u003e193\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eKeeping Your Listings Competitive 193\u003c\/p\u003e\u003cp\u003eCompeting on Feedback 194\u003c\/p\u003e\u003cp\u003ePlacing Product Ads on the Amazon Site 196\u003c\/p\u003e\u003cp\u003eAdvertising Your Business with a Display Ad 197\u003c\/p\u003e\u003cp\u003e\u003cb\u003eV SELLING ON YOUR OWN WEBSITE\u003c\/b\u003e \u003cb\u003e201\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003e15 Establishing Your Own Website: Is It Right for Your Business?\u003c\/b\u003e \u003cb\u003e 203\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eBuilding an Online Store--What’s Involved? 203\u003c\/p\u003e\u003cp\u003eThe Components of an E-Commerce Website 203\u003c\/p\u003e\u003cp\u003eDifferent Ways to Build a Store 206\u003c\/p\u003e\u003cp\u003eHow Much Does It Cost? 207\u003c\/p\u003e\u003cp\u003ePros and Cons of Running Your Own Website 208\u003c\/p\u003e\u003cp\u003ePros of Running Your Own Online Store 208\u003c\/p\u003e\u003cp\u003eCons of Running Your Own Online Store 209\u003c\/p\u003e\u003cp\u003eDoes an Online Store Make Sense for Your Business? 211\u003c\/p\u003e\u003cp\u003e\u003cb\u003e16 Planning Your Online Presence\u003c\/b\u003e \u003cb\u003e215\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eStep One: Create Your Plan and Define Your Goals 215\u003c\/p\u003e\u003cp\u003eStep Two:Determine What You’re Selling 216\u003c\/p\u003e\u003cp\u003eStep Three: Choose a Hosting Service 216\u003c\/p\u003e\u003cp\u003eStep Four: Build Your Website 217\u003c\/p\u003e\u003cp\u003eStep Five: Choose an Online Payment Service 218\u003c\/p\u003e\u003cp\u003eStep Six: Plan Your Promotion 219\u003c\/p\u003e\u003cp\u003eStep Seven: Launch Your Site 220\u003c\/p\u003e\u003cp\u003eStep Eight: Evaluate Your Performance 221\u003c\/p\u003e\u003cp\u003e\u003cb\u003e17 Setting Up an E-Commerce Website\u003c\/b\u003e \u003cb\u003e223\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eChoosing a Hosting Service 223\u003c\/p\u003e\u003cp\u003eFeatures to Look For 224\u003c\/p\u003e\u003cp\u003eComparing Prices 226\u003c\/p\u003e\u003cp\u003eUsing eBay ProStores 227\u003c\/p\u003e\u003cp\u003eProStores for eBay Sellers 227\u003c\/p\u003e\u003cp\u003eSubscription Levels 228\u003c\/p\u003e\u003cp\u003eGetting Started with ProStores 229\u003c\/p\u003e\u003cp\u003eBuilding an Amazon WebStore Store 230\u003c\/p\u003e\u003cp\u003eInside an Amazon WebStore Store 230\u003c\/p\u003e\u003cp\u003eCreating Your Own WebStore 231\u003c\/p\u003e\u003cp\u003eBuilding a Yahoo! Merchant Website 233\u003c\/p\u003e\u003cp\u003eSubscription Levels 233\u003c\/p\u003e\u003cp\u003eUnique Features 234\u003c\/p\u003e\u003cp\u003eCreating Your Own Yahoo! Store 235\u003c\/p\u003e\u003cp\u003eExploring Other Pre-Designed Storefronts 236\u003c\/p\u003e\u003cp\u003e\u003cb\u003e18 Managing Online Sales\u003c\/b\u003e \u003cb\u003e241\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eManaging Your Inventory 241\u003c\/p\u003e\u003cp\u003eManaging Your Sales 243\u003c\/p\u003e\u003cp\u003eManaging Your Customers 245\u003c\/p\u003e\u003cp\u003e\u003cb\u003e19 Choosing an Online Payment System\u003c\/b\u003e \u003cb\u003e249\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eAccepting Payments with PayPal 249\u003c\/p\u003e\u003cp\u003ePros and Cons of PayPal 250\u003c\/p\u003e\u003cp\u003eSigning Up for PayPal 251\u003c\/p\u003e\u003cp\u003eUnderstanding PayPal Fees 252\u003c\/p\u003e\u003cp\u003eAdding PayPal to Your Website 253\u003c\/p\u003e\u003cp\u003eCollecting PayPal Payments 254\u003c\/p\u003e\u003cp\u003eAccepting Payments with Google Checkout 255\u003c\/p\u003e\u003cp\u003ePros and Cons of Google Checkout 255\u003c\/p\u003e\u003cp\u003eUnderstanding Google Checkout Fees 256\u003c\/p\u003e\u003cp\u003eSetting Up a Google Checkout Account 257\u003c\/p\u003e\u003cp\u003eChoosing a Google Checkout Service 257\u003c\/p\u003e\u003cp\u003eAdding Google Checkout to Your Website 258\u003c\/p\u003e\u003cp\u003eCollecting Google Checkout Payments 259\u003c\/p\u003e\u003cp\u003eWithdrawing Google Checkout Funds 260\u003c\/p\u003e\u003cp\u003eIntegrating Google Checkout with Google AdWords 260\u003c\/p\u003e\u003cp\u003eAccepting Payments with Checkout by Amazon 261\u003c\/p\u003e\u003cp\u003ePros and Cons of Checkout by Amazon 261\u003c\/p\u003e\u003cp\u003eUnderstanding Checkout by Amazon Fees 262\u003c\/p\u003e\u003cp\u003eSetting Up Checkout by Amazon 262\u003c\/p\u003e\u003cp\u003eEstablishing Your Own Merchant Credit Card Account 263\u003c\/p\u003e\u003cp\u003ePros and Cons of a Merchant Account 264\u003c\/p\u003e\u003cp\u003eChoosing a Credit Card Processor 265\u003c\/p\u003e\u003cp\u003e\u003cb\u003e20 Promoting Your E-Commerce Website\u003c\/b\u003e \u003cb\u003e267\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003ePutting Together a Marketing Plan 267\u003c\/p\u003e\u003cp\u003eOptimizing Your Site for Search Engines 269\u003c\/p\u003e\u003cp\u003eAll About Search Engine Marketing--and SEO 269\u003c\/p\u003e\u003cp\u003eSEO Tip #1: Fine-Tune Your Keywords 269\u003c\/p\u003e\u003cp\u003eSEO Tip #2: Tweak Your \u003cmeta\u003e and \u003c\/p\u003e\u003ctitle\u003e Tags 271\u003cp\u003eSEO Tip #3: Solicit Inbound Links from Other Sites 271\u003c\/p\u003e\n\u003cp\u003eSEO Tip #4: Submit Your Site to the Major Search Engines 272\u003c\/p\u003e\n\u003cp\u003eSEO Tip #5: Use Text Instead of Images 274\u003c\/p\u003e\n\u003cp\u003eSubmitting Your Products to Comparison Shopping Sites 275\u003c\/p\u003e\n\u003cp\u003eHow Comparison Shopping Sites Work 275\u003c\/p\u003e\n\u003cp\u003eExamining the Major Comparison Shopping Sites 276\u003c\/p\u003e\n\u003cp\u003eSubmitting Your Listings to Comparison Shopping Sites 278\u003c\/p\u003e\n\u003cp\u003eCreating and Uploading a Data File 279\u003c\/p\u003e\n\u003cp\u003eBuying PPC Advertising 280\u003c\/p\u003e\n\u003cp\u003eHow Important Is PPC Advertising? 280\u003c\/p\u003e\n\u003cp\u003ePurchasing Keywords 281\u003c\/p\u003e\n\u003cp\u003ePaying by the Click 282\u003c\/p\u003e\n\u003cp\u003eEvaluating the Big PPC Ad Networks 283\u003c\/p\u003e\n\u003cp\u003eCreating a PPC Campaign 285\u003c\/p\u003e\n\u003cp\u003eBuying Display Ads 286\u003c\/p\u003e\n\u003cp\u003eEngaging in Email Marketing 287\u003c\/p\u003e\n\u003cp\u003eMarketing on YouTube 288\u003c\/p\u003e\n\u003cp\u003eMarketing to the Blogosphere 289\u003c\/p\u003e\n\u003cp\u003eConducting Online Public Relations 290\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e21 Migrating Your eBay Business to Your Own Website\u003c\/b\u003e \u003cb\u003e293\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003eDoes Migrating to Your Own Online Store Make Sense? 293\u003c\/p\u003e\n\u003cp\u003eComparing Costs 293\u003c\/p\u003e\n\u003cp\u003eComparing Effort 295\u003c\/p\u003e\n\u003cp\u003eWhich Items Should You Migrate? 295\u003c\/p\u003e\n\u003cp\u003eChanging Your Business Model and Processes 296\u003c\/p\u003e\n\u003cp\u003eMaking the Move 297\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003e22 Selling in Multiple Channels\u003c\/b\u003e \u003cb\u003e301\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003eWhat Is Multichannel Selling--and How Does It Work? 301\u003c\/p\u003e\n\u003cp\u003ePros and Cons of Multichannel Selling 302\u003c\/p\u003e\n\u003cp\u003eBenefits of Multichannel Selling 302\u003c\/p\u003e\n\u003cp\u003eDrawbacks of Multichannel Selling 303\u003c\/p\u003e\n\u003cp\u003eWhen Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster? 305\u003c\/p\u003e\n\u003cp\u003eManaging Inventory Across Channels 306\u003c\/p\u003e\n\u003cp\u003eCreating a Multichannel Marketing Plan 307\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eIndex\u003c\/b\u003e \u003cb\u003e311\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003c\/title\u003e","brand":"Que","offers":[{"title":"Default Title","offer_id":47007521243376,"sku":"9780789739742","price":24.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780789739742_p0.jpg?v=1763667152","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780789739742","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}