findability formula for spa owners by keynoter, heather lutze
TRANSCRIPT
By Heather Lutze, CEO Findability Consulting & Speaking
The Easy Non-Technical Approach to Search Engine Marketing
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
THE ORIGINAL HORSE WHISPERER
Natural Horsemanship
y
! ! ! ! ! ! ! ! ! !
22,000 searches per month
Horse Trainingy
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
167,000 searches per month
Parelli Website8ô“horse training” x
yBefore:
No “horse training”
x
After: Horse Training
Focus
y
10
Images @ 9% click share
Videos @ 11% click share
Organic listings above the fold
@ 38% click share
11
= 58% CLICK SHARE
THIS IS THE FINDABILITY FORMULA
rank your website
1 2 3 4 5 6 7 8 9 1 0
“my site stinks”
“my site rocks”
Your Findability Strategy
1
2
3
Understand how search engines work.
Understand how your customers search.
Understand how to align your website pages with keywords to DOMINATE
search results.
\
SECTION 1
Understanding Google
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smart guys.
17
Search & index academic publications.
18
12
3 4 5
Title.
Headline.
Body.
Links.
Images.
19
google still works the same way
today.
20
What kind of professor are you?
this is what
google sees.
Headline
Body! Linksä
Images"
Parelli Horse Training - Natural Horsemanship - Equine Trainer
Title#ó
SECTION 2
\Path to Purchase
WHAT IS YOUR
COFFEE ORDER?
UNDERSTANDING SEARCH BEHAVIOR
“Coffee”\
“Starbucks Coffee”\
“Starbucks Non-Fat Pumpkin Latte”\
! ! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
.......
.......
.......
.......
Information Keywords\ ....... .......
Shopping Keywords\
Buying Keywords\
$$$$ Money Wasted
$$$$ Money Made
UNDERSTANDING SEARCH BEHAVIOR“Starbucks Non-Fat Pumpkin Latte”
“Starbucks Coffee”
“Coffee”
FINDABILITY = LONGER KEYWORDSHigh Cost & Competition
Low Cost & Risk
Low Probability of Conversion
High Probability of Conversion
1 word = “SPA”
2-3 words = “DAY SPA”
3-4 words = “FULL SERVICE
DAY SPA”
Source: Hubspot 2012
= 36% Conversion Rate = 70% of all searches
FINDABILITY = LONGER KEYWORDS
SECTION 3
\Keyword Discovery
Audience Response
Technology
y
Presentation Clickers
Presentation Remotes
Audience Voting
Wireless Audience Response
Luxury Day Spa
y
Skin Spa !
Day Spa
Spa Treatments
Couples Massage
92,200/yr
34,800/yr
79,200/yr
43,200/yr
Stella Chan, Creator Bar Skin & Body
adwords.google.com
SECTION 4
\Fix Your Website Pages
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What kind of professor are you?
38
Use T.H.B.L.I. Method
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12
3 4 5
Title.
Headline.
Body.
Links.
Images.
___ _____ ______ _____
ä
HEADLINE
www.yoursite.com/TITLE
VIDEO
IMAGE IMAGE
LINKS
{ BODY }
#
ó
!
" "
Updating Your
Webpages“T H B L I”
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KEYWORD FOCUS: DAY SPA
SAN DIEGO
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TITLE: DAY SPA SAN DEIGO: Treat Yourself To Luxury!
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party in the back
business in the front
title
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HEADLINE: Finally! A Day Spa that lives Up to Its
Reputation - Five Stars!
45
pic newspaper
headline
key = attention grabbing
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BODY: “You may be
wondering how to select the right day spa packages in the
San Diego Area near you? ”
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body sprinkle keywords throughout.
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IMAGE NAME & ALT TEXT: SanDiegoDaySpa.jpg
324_302.jpg
(not this)
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imagesHow Do I Get Royalty FREE & Open License…
Search.CreativeCommons.org
shareasimage.com
52canva.com
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linksplace LINKS throughout body copy for references or citations.
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www.yoursite.com/THANKYOU-ISPA#
THANK YOU ISPA FOR INVITING ME! ó
So lovely to speak to an community of spa owners committed to the well being of their clients. I hope the tactics get them FOUND FAST! #GETFOUND
äFINDABILITY.COM 888-588-9326
"
!
"
55with Heather Lutze
KEYWORD SECRETS THAT SELL
BUSINESS CARD TO JOIN FOR REGISTER & FREE ebook!
An exclusive, invite-only 1-hour webinar to rock your sales
* Insider Tools for Keyword Research * Decipher Keywords for Leads & Sales * Dominate Search Result One Keyword
register today! Give Biz Card
to Heather
Findability Self-Study
© Findability Group 201058
heather lutze
ceo & founder findability consulting and speaking
[email protected] 303-841-3111 (main)
303-909-6710 (cell) 888-588-9326 (toll free)
twitter: @heatherlutze facebook.com/internetmarketingspeaker
linkedin.com/in/marketingspeakerheatherlutze