documentyn

The Easy Non-Technical Approach to Search Engine

Marketing

By Heather Lutze, CEOFindability Consulting & Speaking

MY GIFT TO YOU!

2

• Audio & Kindle Versions of Findability Formula & Thumbonomics

• SEO & Social Tools • Free Diagnostic Reports• TODAYS PRESENTATION • SIGN UP FOR FINDABILITY

UNIVERSITY

Text Message: FINDME to 77948

Natural Horsemanship

y

22,000 searches per month

Horse Trainingy

167,000 searches per month

Parelli Website

8ô“horse training” x

yBefore:

No “horse training”

x

After:Horse Training

Focus

y

Organic Ranking

Videos

Images

38% Clicks

11% Clicks

9% Clicks

=58% Click Share

This is the Findability Formula

Go Incognito

“Alt+x” -> “Safety” -> “InPrivate Browsing”

IE

“File” -> “New Private

Window”

Firefox

Chrome

-> “New Incognito Window”

“Safari” -> “Private

Browsing”

Safari

How Does Google See Your Site?

my business name

Handout:Score Website

& Identify Goals

y

Run Your Findability Score

Handout:Score Website

& Identify Goals

y

Your Findability Strategy

1

2

3

Understand how search engines work.

Understand how your customers search.

Understand how to align your website and keywords to dominate search results.

\

SECTION 1

Understanding Google

Program That Searched

Research Papers on the Web

y nIndexes &

Categorizes

Most

Relevant List of Results

Google Still Works This Way Today.

\

This Is What Google Sees.

y

ó

ó

\

___ _____ ______ _____

ä

HEADLINE 1

TITLE

www.yoursite.com/TITLE

VIDEO

IMAGE IMAGE

LINKS

{ BODY }

ó

Headline

Body

Links

ä

Images

Parelli Horse Training - Natural Horsemanship - Equine Trainer

Title

ó

SECTION 2

\Path to Purchase

Understanding Search Behavior

“Coffee”\

“Starbucks Coffee”\

“Starbucks Non-Fat Pumpkin Latte”

\

.......

.......

Understanding Search Behavior

.......

.......

.......

.......

Information Keywords

\

Shopping Keywords\

Buying Keywords\

$$$$Money Wasted

$$$$Money Made

Source: Hubspot 2012

Findability = Longer Keywords

High Cost & Competition

Low Cost & Risk

Low Probability of Conversion

High Probability of Conversion

1 word phrases = “Shoes”

2-3 word phrases = “Men’s Shoes”

3-4 word phrases = “Nike Men’s Running Shoes”

= 36% Conversion

Rate = 70% All Searches

\Keyword Discovery

Audience Response

Technology

y

Presentation Clickers

Presentation Remotes

Audience Voting

WirelessAudience Response

Handout:Research Tools

Reference Guide

y

Handout:Page 6&7

y

1

23

Your Keyword

List

Targeting Options

Keyword Filters

Homework:Use the

Keyword Tool

y

SECTION 6

\Fix Your Website

___ _____ ______ _____

ä

HEADLINE 1

TITLE

www.yoursite.com/TITLE

VIDEO

IMAGE IMAGE

LINKS

{ BODY }

ó

Updating Your Web

Pages“T H B L I”

THBLI In Action

Keyword: “Dog Groomer Denver”

Title:“Dog Groomer Denver: Haircuts for Your Canine Friend”

a

Finally! A Dog Groomer in Denver Your Canine Will Love!

Headline:

a

Handout:Page 8

y

THBLI In Action

Keyword: “Dog Groomer Denver”

Body:

a

“You may be wondering what Dog Groomer Services to request at your Denver Pet shop this year …”

THBLI In Action

Keyword: “Dog Groomer Denver”

Image Name & Alt Text:

a

Dog Groomer Services Denver.jpg

324_302.jpg

Dog Groomer Services Denver

Handout:THBLI

Practice

y

Holistic SEO

G

Generating The Keywords that connect you with highly qualified

prospects.

PPCDominating

pageone search

results.

SEO Building a

community of followers who

turn to you first as the expert

SOCIAL

G

SECTION 8

\Getting It Done

Findability Self-Study

Your Map to Getting It

Done

Findability Snapshot with Findability Team

On-Site Training With Heather Lutze For Your Team

Handout:Page 11

y

Competitor Research

Keyword Mapping

PersonaModeling

Your Map to Getting It

Done

Findability Snapshot with Findability Team

On-Site Training With Heather Lutze For Your Team

Hire Heather or Stephanie to Speak

9

49

Findability University ACCELERATE

Program!

GROUP SETTING

EXTREMELY AFFORDABLE: 

$297 for all six calls (less than $42 per call)

LIMITED NUMBERS

BEGINS SOON:  

Every other Friday Valentines Day, February 14, 2014. 

GET THE SUPPORT YOU NEED

Session #1:  Path to Purchase and Customer Keywords

Session #2:  Create Your Website's Keyword Road map By Page 

Session #3:  Body Copy that Rocks and is Finda-ble!

Session #4:  Spy on Your Competitors to Know Their Secrets 

Session #5: Fix Your Site Now!

Session #6: One on One Call with Findability Professional ($250 Value)