Program given for Keynote speech for ISPA Convention. This program covers the intricacies of the SPA industry and online marketing. How do you connect with the warm spa customers online.

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

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. THE
ORIGINAL
HORSE
WHISPERER

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. 10
Images @ 9% click share
Videos @ 11% click share
Organic listings
above the fold
@ 38% click share

11. 11
= 58%
CLICK
SHARE

12. THIS IS THE
FINDABILITY
FORMULA

13. rank your
website
1 2 3 4 5 6 7 8 9 1 0
“my site stinks”
“my site rocks”

14. 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.

15. SECTION1
Understanding Google

16. 16
smart guys.

17. 17
Search & indexacademic publications.

18. 18
1
2
3
4 5
Title.
Headline.
Body.
Links.
Images.

19. 19
google still
works the
same way
today.

20. 20
What kind of
professor are
you?

21. this is
what
google
sees.

22. Headline
Body! Linksä
Images
"
Parelli Horse Training - Natural Horsemanship - Equine Trainer
Title #
ó

23. SECTION2
Path to Purchase

24. WHAT IS
YOUR
COFFEE
ORDER?

25. UNDERSTANDINGSEARCHBEHAVIOR
“Coffee”
“Starbucks Coffee”
“Starbucks Non-Fat Pumpkin Latte”
!!!!!!!!!!
!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!
!!!!

26. .......
.......
.......
.......
Information Keywords .......
.......
Shopping Keywords
Buying Keywords
$$$$
Money
Wasted
$$$$
Money
Made
UNDERSTANDINGSEARCHBEHAVIOR
“Starbucks Non-Fat Pumpkin Latte”
“Starbucks Coffee”
“Coffee”

27. FINDABILITY = LONGER KEYWORDS
High 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”

28. Source: Hubspot 2012
= 36% Conversion Rate
= 70% of all searches
FINDABILITY = LONGER KEYWORDS

29. SECTION3
Keyword Discovery

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

31. Luxury
Day Spa
y
Skin Spa
!
Day
Spa
Spa
Treatments
Couples
Massage
92,200/yr
34,800/yr
79,200/yr
43,200/yr

33. Stella Chan,
Creator Bar
Skin & Body

34. adwords.google.com

36. SECTION4
Fix Your Website Pages

37. 37
What kind of
professor are
you?

38. 38
Use T.H.B.L.I.
Method

39. 39
1
2
3
4 5
Title.
Headline.
Body.
Links.
Images.

40. ___ _____ ______ _____
ä
HEADLINE
www.yoursite.com/TITLE
VIDEO
IMAGE IMAGE
LINKS
{ BODY }
#
ó
!
" "
Updating
Your
Webpages
“T H B L I”

41. 41
KEYWORD
FOCUS:
DAY SPA
SAN DIEGO

42. 42
TITLE:
DAY SPA
SAN DEIGO:
Treat Yourself To
Luxury!

43. 43
party in the back
business in the
front
title

44. 44
HEADLINE:
Finally! A Day Spa
that lives Up to Its
Reputation - Five
Stars!

45. 45
pic newspaper
headline
key = attention
grabbing

46. 46
BODY:
“You may be
wondering how to
select the right day
spa packages in the
San Diego Area
near you? ”

47. 47
body sprinkle
keywords
throughout.

48. 48
IMAGE NAME
& ALT TEXT:
SanDiegoDaySpa.jpg
324_302.jpg
(not this)

49. 49
images
How Do I Get
Royalty FREE &
Open License…

50. Search.CreativeCommons.org

51. shareasimage.com

52. 52
canva.com

53. 53
linksplace LINKS throughout
body copy for references
or citations.

54. 54
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
"
!
"

55. 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

57. Findability
Self-Study

58. © Findability Group 2010
58
heather
lutzeceo & founder
findability consulting and speaking
Heather@Findability.com
303-841-3111 (main)
303-909-6710 (cell)
888-588-9326 (toll free)
twitter: @heatherlutze
facebook.com/internetmarketingspeaker
linkedin.com/in/marketingspeakerheatherlutze