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The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing Paperback – March 9, 2009


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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 (44 customer reviews)
  • Amazon Best Sellers Rank: #805,481 in Books (See Top 100 in Books)

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)


More About the Author

Heather is the widely acclaimed speaker, trainer, and consultant who literally wrote the book on search engine marketing. Two books, in fact--The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing and the brand new Thumbonomics: The Essential Business Roadmap for Social Media & Mobile Marketing. Her writing and in-demand keynotes and workshops are delivered with the same witty, "no-geek-speak" style that has managed to demystify internet marketing for countless business owners.

Breaking free of corporate "cubicle" jobs well over ten years ago with nothing more than a dream of entrepreneurship and a basement computer, Heather has built her business into a multimillion dollar Denver SEM company--the Findability Group.

These days, you will usually find Heather either preparing to leave for a speaking engagement or just getting back from one. (Apparently, jet-lag is not an issue.) As for her "street cred," Heather spent three years training advertisers in Paid Search techniques for Yahoo! Search Marketing. She is a member of the National Speaker's Association, a sought after Vistage International Speaker and has shared the stage with Tony Robbins Business Mastery in Fiji and London. And yes, Heather has even been on Oprah twice.

Heather founded Findability Group in 2000 in response to all the frustrated web site owners who had paid good money for beautiful, high-tech web sites that weren't bringing in business. Heather speaks around the US and Globally, please visit her at www.Findability.com.

Customer Reviews

4.8 out of 5 stars
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See all 44 customer reviews
I recommend this book to anyone who has this same need.
Aymaraman
The Findability Formula not only gives you the Action Plan to get there ... it shows you how to do it without losing you sanity.
Judith Briles
In the first part of the book Lutze starts out with the basic aspects of search engine optimization.
Derry B. Betts

Most Helpful Customer Reviews

20 of 21 people found the following review helpful By Mary T. OBrien on May 31, 2009
Format: 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.
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29 of 33 people found the following review helpful By Paul Kruger on May 20, 2009
Format: 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
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9 of 9 people found the following review helpful By Leann Thieman on March 14, 2009
Format: Paperback
As a beginner, I learned so much from this book, with easily understandable language and concepts...even I could do it!
LeAnn Thieman
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21 of 25 people found the following review helpful By W. Ejnes on April 20, 2010
Format: Paperback Verified Purchase
I found the title of this book and the book description to be a little misleading. I thought I was purchasing a book that described a complete approach to Search Engine Marketing and SEO. This book devotes practically every chapter to Google AdWords and only one brief final chapter on SEO/improving organic search ranking. In fact, the author even states that an entire second book would be needed to cover the topic. I thought I WAS buying that book based on the product description. On a positive note, this book is great for anyone just getting their feet wet with pay-per-click advertising. The author explains that this should be the first step in getting on the first page of a search engine, but I did not expect the entire book to be on this one subject. I just feel mislead by the book title and the way it was marketed.
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9 of 10 people found the following review helpful By Derry B. Betts on October 7, 2009
Format: Paperback
Heather Lutze pours out her knowledge of how to be found on the Internet in the book The Findability Formula. This unique formula is Lutze's guide to search engine marketing. Heather has ten years of management experience in the field and is the owner of Lutze Consulting. The findability Formula is a step-by-step guide to how to maximize a company's pay-per-click marketing. It also is a guide to search engine optimization.
In the first part of the book Lutze starts out with the basic aspects of search engine optimization. She explains some basic definitions like what exactly findability is. Then Heather goes into what search engines are and how they operate. The difference between a natural search and paid placement is gone over in detail. She wants to make sure that the reader really knows what the difference between the two is. Google, Yahoo!, and MSN are all covered as well.

The next couple of chapters dive into what exactly a person needs to do before they start their online marketing. Good clicks and bad clicks are differentiated. Then the meat of what Lutze's book is hit. How people search and what they search for is laid out. She explains what her take on the average persons "buying cycle' is. And it is pretty basic and makes perfect since. There are three stages according to Heather and they are the information, shopping and purchasing stages.

In the fourth chapter Lutze gets into the finer aspects of what she means. She starts off with the "keyword trail". In this chapter, like the book, she has the reader think in the big picture and then narrows it down. She wants the reader to think about what they would type into a search engine to find their product. If the reader sells Nike Air Jordans then they don't want to pay for bees wax as a keyword.
Read more ›
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3 of 3 people found the following review helpful By Lefteris Karafilis on November 10, 2010
Format: Paperback
I bought this book to understand the concepts and methods behind search engine marketing and it is exactly what this book delivers. It explains sufficiently how people search on the web according to their buying phase, how to research your keywords, how to organize and start an ad campaign and how to follow up.

It focuses mostly in Google adwords since it is the most widespread advertising agency on the web. Author refers also to some third party tools for keyword searching, bidding and statistics.

Finally, I felt confortable with book's chapters regarding their order and division.
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2 of 2 people found the following review helpful By Amazon Customer on October 19, 2010
Format: Paperback Verified Purchase
Even to one with only rudimentary knowledge of the internet, it is obvious that there is a gold-mine out there. I imagine billions of customers clamoring for the opportunity to buy what I want to sell--All I have to do is show them where it is and how to buy it. It sounds so easy.

So easy that I quickly went through several thousand dollars and was still no farther ahead than I was when I started. Well, that's not exactly true. I have several festering sores from having been gouged by people who wanted only to help me, and, of course, get nice large chunks of money for that help. But I continued searching for the way to let all of those buyers get to my products.

When I found Heather Lutze's book, "The Findability Formula", it was like having somebody shine a spotlight on the answers to the questions that I didn't even know I'd needed to ask.

Lutze cuts to the chase with her clear, concise instructions, and great resource lists for finding solutions to those questions I didn't know to ask. Happily I am now better informed than many of the "helpers" who held themselves forth as experts.

Although I am yet in the beginning of this new business of internet sales, I know "The Findability Formula" will always be at hand as a quick and easy reference.

This is not simply a book touting "Pay Per Click" word purchasing, but it emphasizes the need for carefully selected "Key-words" to lead customers to the website. Key-words plus well coordinated advertising campaigns using many of the resources Lutze suggests.
Thank you Heather Lutze.
Bob
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