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Published on March 20, 2014

Author: InternetMarketingSpeaker

Source: slideshare.net

The Easy Non-Technical Approach to Search Engine Marketing By Heather Lutze, CEO Findability 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 Training y                     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 Findabili ty 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 n Indexes & Categorizes Most Relevant List of Results Google Still Works This Way Today.

This Is What Google Sees. y

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 Wireless Audience 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. PP CDominating page one search results. SE O Building a community of followers who turn to you first as the expert SOCIA L 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 Persona Modeling

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 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)

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