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  • Meet Pat & Linda Parelli
    Pat is the original Horse Whisperer
    They’ve built a loyal following by teaching others humane horse training methods
  • Parelli property: 300k acres in Pagosa Springs
  • too much navigation, too few words, no focus--confusing user experience
    instead of horse training, we have horsenality, horsemanship experience, horse lover’s magazine
    nowhere is horsetraining
    trying to make everyone happy at the same time; market creep
  • These outcomes are a result of domination by keyword
    they are the go-to resource b/c they are the only ones to see
    86% never scroll down and 92% never scroll down
    insert real estate analogy: location, location, location
  • add web site address
  • yn

    1. 1. The Easy Non-Technical Approach to Search Engine Marketing By Heather Lutze, CEO Findability Consulting & Speaking
    2. 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
    3. 3. Natural Horsemanship y        22,000 searches per month
    4. 4. Horse Training y                     167,000 searches per month
    5. 5. Parelli Website 8ô“horse training” x
    6. 6. yBefore: No “horse training” x
    7. 7. After: Horse Training Focus y
    8. 8. Organic Ranking Videos Images 38% Clicks 11% Clicks 9% Clicks =58% Click Share
    9. 9. This is the Findabili ty Formula
    10. 10. Go Incognito “Alt+x” -> “Safety” -> “InPrivate Browsing” IE “File” -> “New Private Window” Firefox Chrome -> “New Incognito Window” “Safari” -> “Private Browsing” Safari
    11. 11. How Does Google See Your Site? my business name
    12. 12. Handout: Score Website & Identify Goals y
    13. 13. Run Your Findability Score
    14. 14. Handout: Score Website & Identify Goals y
    15. 15. 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.
    16. 16. SECTION 1 Understanding Google
    17. 17. Program That Searched Research Papers on the Web y n Indexes & Categorizes Most Relevant List of Results Google Still Works This Way Today.
    18. 18. This Is What Google Sees. y
    19. 19. ó   
    20. 20. ___ _____ ______ _____ ä HEADLINE 1 TITLE www.yoursite.com/TITLE VIDEO IMAGE IMAGE LINKS { BODY }   ó   
    21. 21. Headline Body Links ä Images  Parelli Horse Training - Natural Horsemanship - Equine Trainer Title  ó
    22. 22. SECTION 2 Path to Purchase
    23. 23. Understanding Search Behavior “Coffee” “Starbucks Coffee” “Starbucks Non-Fat Pumpkin Latte”                                                   
    24. 24. ....... ....... Understanding Search Behavior ....... ....... ....... ....... Information Keywords Shopping Keywords Buying Keywords $$$$ Money Wasted $$$$ Money Made
    25. 25. 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
    26. 26. Keyword Discovery
    27. 27. Audience Response Technology y Presentation Clickers Presentation Remotes Audience Voting Wireless Audience Response
    28. 28. Handout: Research Tools Reference Guide y
    29. 29. Handout: Page 6&7 y
    30. 30. 1 23
    31. 31. Your Keyword List Targeting Options Keyword Filters
    32. 32. Homework: Use the Keyword Tool y
    33. 33. SECTION 6 Fix Your Website
    34. 34. ___ _____ ______ _____ ä HEADLINE 1 TITLE www.yoursite.com/TITLE VIDEO IMAGE IMAGE LINKS { BODY }   ó    Updating Your Web Pages “T H B L I”
    35. 35. 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
    36. 36. 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 …”
    37. 37. THBLI In Action Keyword: “Dog Groomer Denver” Image Name & Alt Text: a Dog Groomer Services Denver.jpg 324_302.jpg Dog Groomer Services Denver 
    38. 38. Handout: THBLI Practice y
    39. 39. 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
    40. 40. SECTION 8 Getting It Done
    41. 41. Findability Self-Study
    42. 42. Your Map to Getting It Done Findability Snapshot with Findability Team On-Site Training With Heather Lutze For Your Team  Handout: Page 11 y
    43. 43. Competitor Research Keyword Mapping Persona Modeling
    44. 44. 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
    45. 45. 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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