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TRANSCRIPT
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)