The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing [Paperback]

Heather F. Lutze (Author)

Book Description

Publication Date: March 9, 2009

To be successful in business you must be able to attract the right clients and persuade them to buy. However, on the internet, people only see what the search engines direct them to and the competition for those top spots is fierce. So how do you ensure that your business is front-and-center when prospects are searching for solutions? The answer is The Findability Formula. The Findability Formula is for anyone who wants to improve results from Internet marketing. The book is specifically written for business owners who are frustrated with a website that is not showing up in search results and not generating business. The Findability Formula will help readers understand how prospects and customers search for products and services on the Internet, and will show them, step-by-step, how to optimize their findability. The book will be a non-technical guide to effectively building and implementing, from the ground up, an Internet search marketing program that gets results. The reader will learn how paid search works, and how paid and organic search can work together to create optimum web visibility and reduce paid search costs over time. The basic message of the book is that there is a formula for findability and for converting prospects to purchasers.

Readers' Benefits from The Findability Formula:
* A complete step-by-step approach to search engine marketing applicable to any product or service, The Findability Formula will include easy-to-follow instruction from chapter to chapter as well as launch checklists in the appendix.
* The most up-to-date search research and statistics available, including uncommon ways to connect with your online buyer.
* Shows the reader how to avoid common search marketing mistakes that cost big money. How to not be bullied and take control of in-house e-commerce department strategies and SEM agencies.
* A small company can compete successfully in search with larger, well-established competitors. How to work smarter to get even better search engine "findability".
* Maximizes the reader's investment. The reader won't waste money by needlessly paying for "clicks" from customers who have no intention of buying. The investment in this book will be repaid thousands of times over.
* Saves time, money and energy in creating in-house search marketing programs and properly tracking results by keyword. Negates the need to hire outside SEM agencies

Editorial Reviews

Review

"...shows how to position your business front and centre when prospects are searching online for solutions you can provide." (Globe and Mail, April 2009)

From the Back Cover

Get your business noticed—and make more profits!—with world-class search engine marketing

If you're dissatisfied with your Internet marketing, The Findability Formula will show you how to make your business more visible to customers when they're ready to buy.

Whether you're a seasoned search marketer, a paid search advertiser, or a complete novice, this book will help position your business front-and-center when prospects are searching for solutions online. In simple, non-technical language, renowned search engine marketing expert Heather Lutze reveals how to achieve "findability" through the use of the ideal keywords applied to both pay per click campaigns and organic search optimization. She includes a wealth of creative strategies for keeping campaigns fresh and effective, so that you can re-energize stale Web sites or tweak successful ones to make them even more profitable. In addition, Lutze explains how to respond to your customers and understand their issues, wants, and needs so that you can more easily turn prospects into customers. Her step-by-step approach, up-to-date research, and warnings about common pitfalls make this the ultimate practical guide to getting your business noticed on the Internet.

"Getting more attention than your competition is about more than Flash. The Findability Formula shows you how to get to the front of the line and stay there.?We could not have done it without?this book."
—Patrick Cox, President, TaxMasters (txmstr.com)

"Lutze is a true leader and visionary in SEM. Businesses of all types and sizes will benefit from reading her insights and implementing her recommendations."?

—Wendy St. Clair Pearson, Senior Director of Marketing and Communications, Verio, Inc. (verio.com)

See all Editorial Reviews

Product Details

• Paperback: 288 pages
• Publisher: John Wiley & Sons; 1 edition (March 9, 2009)
• Language: English
• ISBN-10: 0470420901
• ISBN-13: 978-0470420904
• Product Dimensions: 9.1 x 7.4 x 0.7 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (35 customer reviews)
• Amazon Best Sellers Rank: #104,633 in Books (See Top 100 in Books)
  • #73 in Books > Computers & Technology > Home Computing > Internet > Online Searching

More About the Author

"Heather Lutze was working with the Internet before many of us even knew what
the Internet was. She's as savvy as they come."
Tom Harper - "The Food Guy"

About Heather
Heather is a nationally recognized Internet marketing speaker, trainer, and consultant in search engine marketing including SEO, Paid Search and Social Media Marketing Findability. Heather Lutze's speaking engagements are conducted in the same easy, understandable style of her bestselling book The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing -- delivering equal parts good information and good entertainment to audiences nationwide.

Heather is a member of the National Speaker's Association (NSA), the Colorado Chapter of the NSA, and the Meeting Industry Council (MIC). She is a Certified Google AdWords Professional and is a Lead Trainer for the prestigious PPC Summit. For more than two years, Yahoo! Search Marketing entrusted Heather to train their advertisers. She is also a Senior Editor for the Search Engine Marketing Journal (SEMJ) and is the author of The Findability Formula: the Easy, Non-Technical Guide to Search Engine Marketing, published by John Wiley and Sons, Inc. Heather has also been a monthly columnist for Web Site Magazine doing her Findability Makeovers for web site business owners.

Background

Heather began her Internet career as a web designer and then became a Paid Search Manager at a large dot com in Denver, Colorado, where she was responsible for a multi-million dollar paid search budget.

Heather's favorite anecdote from the early days of business web sites is this: "If I heard, "If you build it they will come" one more time, I was going to scream, because it wasn't true. People didn't automatically come to a web site; you had to figure out how to get them there."

In July of 2000, Heather founded the Findability Group (formerly Lutze Consulting) in response to all the web site owners who had paid for web sites that weren't performing. Indeed, it was her clients' frustration with getting traffic to their sites that was her inspiration for learning and mastering the art and science of search engine visibility. Her fifteen employee agency specializes in customized Search Marketing Solutions in Pay Per Click, SEO and Social Media Marketing.

Customer Reviews

Most Helpful Customer Reviews

19 of 20 people found the following review helpful:

5.0 out of 5 stars Great Book for the Search Engine Marketing "Newbie", May 31, 2009

By 

Mary T. OBrien "Internet Marketing Institute" (USA) - See all my reviews
(REAL NAME)   

This review is from: The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing (Paperback)

This is a great book for anyone just getting started with Search Engine Marketing as the author gives a great overview of the steps needed to set up pay per click campaigns.

Advanced users might find it a bit basic, but that's not who this book is designed for. This book is designed for the small business owner who knows Search Engine Marketing is an important web traffic driver for his/her business, needs to get up to speed fast, and wants someone to explain it sequentially.

The author does a great job in setting up Search Engine Marketing step-by-step in an easy to follow way that should be very helpful to anyone who has never run a marketing team and needs to learn to do this themselves.

There are more advanced books out there for those who need to delve into the nitty-gritty, but if you are just getting started, and are a non-technical person who wants easy to follow instructions, then this book is a must read.

28 of 32 people found the following review helpful:

5.0 out of 5 stars Good place to start good results., May 20, 2009

By 

Paul Kruger "Web Developer" (SE Florida) - See all my reviews
(REAL NAME)   

This review is from: The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing (Paperback)

I will keep this short and simple. I am a web developer ( stuffdone.com ) but not an SEO expert. I thought I would start to learn more.

I bought the book.
I followed the instructions.
I now have THREE different sites on page one of Yahoo ( without paying them their $299 fee! )
and one on page one of Google. All within two weeks of reading the book.

It works !
The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing

8 of 8 people found the following review helpful:

5.0 out of 5 stars Great book for novices, March 14, 2009

By 

Leann Thieman (COLORADO) - See all my reviews
(REAL NAME)   

This review is from: The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing (Paperback)

As a beginner, I learned so much from this book, with easily understandable language and concepts...even I could do it!
LeAnn Thieman