1. The Easy Non-Technical
Approach to Search Engine
Marketing
By Heather Lutze, CEO
Findability Consulting
& Speaking

2. 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

5. Natural
Horsemanship
y
  

  
22,000 searches per
month

6. Horse Training
y
   
   
   
   
   
167,000 searches
per month

7. Parelli Website
8ô“horse training”
x

8. yBefore:
No “horse training”
x

9. After:
Horse Training
Focus
y

10. Organic
Ranking
Videos
Images
38%
Clicks
11%
Clicks
9% Clicks
=58%
Click Share

11. This is the
Findabili
ty
Formula

12. Go Incognito
“Alt+x” ->
“Safety” ->
“InPrivate
Browsing”
IE
“File” -> “New
Private
Window”
Firefox
Chrome
-> “New
Incognito
Window”
“Safari” ->
“Private
Browsing”
Safari

13. How Does Google See Your Site?
my business name

14. Handout:
Score Website &
Identify Goals
y

15. Run Your Findability Score

16. Handout:
Score Website &
Identify Goals
y

17. 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.

18. SECTION
1
Understanding Google

19. Program That
Searched Research
Papers on the Web
y n
Indexes &
Categorizes
Most Relevant
List of Results
Google Still Works
This Way Today.

20. This Is What
Google Sees.
y

21. ó




22. ___ _____ ______ _____
ä
HEADLINE 1
TITLE
www.yoursite.com/TITLE
VIDEO
IMAGE IMAGE
LINKS
{ BODY
}


ó

 

23. Headline
Body Links ä
Images

Parelli Horse Training - Natural Horsemanship - Equine Trainer
Title 
ó

24. SECTION
2
Path to Purchase

26. Understanding Search Behavior
“Coffee”
“Starbucks Coffee”
“Starbucks Non-Fat Pumpkin Latte”
       
 
              
  
                
     

27. .......
.......
Understanding Search Behavior
.......
.......
.......
.......
Information Keywords
Shopping Keywords
Buying Keywords
$$$$
Money
Wasted
$$$$
Money
Made

28. 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

29. Keyword Discovery

30. Audience
Response
Technology
y
Presentation
Clickers
Presentation
Remotes
Audience
Voting
Wireless
Audience
Response

31. Handout:
Research Tools
Reference Guide
y

33. Handout:
Page 6&7
y

34. 1
23

35. Your
Keyword
List
Targeting
Options
Keyword
Filters

36. Homework:
Use the
Keyword Tool
y

37. SECTION
6
Fix Your Website

38. ___ _____ ______ _____
ä
HEADLINE 1
TITLE
www.yoursite.com/TITLE
VIDEO
IMAGE IMAGE
LINKS
{ BODY
}


ó

 
Updating
Your Web
Pages
“T H B L I”

39. 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

40. 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 …”

41. THBLI In Action
Keyword: “Dog Groomer Denver”
Image Name &
Alt Text:
a
Dog Groomer Services
Denver.jpg
324_302.jpg
Dog Groomer Services Denver


42. Handout:
THBLI
Practice
y

43. 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

44. SECTION
8
Getting It Done

45. Findability
Self-Study

46. Your Map to
Getting It
Done
Findability Snapshot with
Findability Team
On-Site Training With
Heather Lutze For
Your Team

Handout:
Page 11
y

47. Competitor
Research
Keyword
Mapping
Persona
Modeling

48. 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. 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)