Presents:
The Findability Formula:
The Easy, Non-Technical Approach to
Search Engine Marketing
Meet Heather Lutze
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 (NSA), 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, and will tell you all
about it if you ask!
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. As CEO of Findability Group, Heather
leads a dedicated and slightly obsessed team of fifteen
search marketing pros, whose mission is helping
companies connect with their ideal customers online.
Your F.A.P. - Findability Action Plan
Scan with SmartPhone QR
Code Reader to Get First
Chapter of New Book
FREE!
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Thumbonomics.com
SUCCESS =
WORLD DOMINATION BY _______________ ______________!
Keyword Brainstorm with Partner Next to You:
Keyword Activity
Buddy up with the person next to you. Select 1 Business and Describe To Your Partner
- Write 1-2 “Informational” Keywords
- Write 1-2 “Shopping” Keywords
- Write 1-2 “Buying” Keywords”
You have Five Minutes, so work fast!
The Plan:
Step 1: Understand My Business’ Findability
- Connect with __________________________________________________
- Start with _____________________________________________________
- Don’t Guess – Use_______________________________________________
Step 2: Execute a Plan of Attack
- _____________________________________________________________
- _____________________________________________________________
- _____________________________________________________________
Step 3:____________________________________________________________
Your F.A.P. Score
FINDABILITY ACTION PLAN (FAP)
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Use this quick diagnosis to determine your FAP Score
Instructions – fill in your points below, and then total them for your score.
Any category that is an “I don’t know” is a “0”
(as well as your first step to find out when you return to work!)
______I have a website (30 points)
______My website has a blog (10 points)
______I run Pay Per Click ads for my business
(either in Google Adwords, or Bing AdCenter) (30 points)
Sub Total (rows 1-3)____________
______I have Twitter setup for my brand (10 points)
______I have Facebook setup for my brand (10 points)
______I have LinkedIn setup for my brand (10 points)
______I have YouTube setup for my brand (10 points)
Sub Total (rows 4-7)____________
______I have some sort of tracking on my website, that tells me how much traffic I
get, what that traffic is doing, and if they are filling in a form or buying
something on my website (10 points)
______My website or social media is ranking for at least 10 keyword searches that
don’t include by brand name in them (10 points)
Sub Total (rows 8-9)____________
Your F.A.P. Score
Sub Total 1 (rows 1-3): ____________
Sub Total 2 (rows 4-7): ____________
Sub Total 3 (rows 8-9): ____________
Your Total Score: ________________
Score Levels:
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0-80: You have got your Findability work cut out for you! Follow the action plan to
connect with your keywords and start building your brand & Findability in the key
areas online.
90-110: You are close but not all the way – where are you low on points above? If you
were lower than 70 on Sub Total 1, it’s time to re-check the fundamentals, if you were
lower than 40 on Sub Total , it’s time to get social, and if you were lower than 20 on
Sub Total 3, you’ve got a tracking issue.
120-130: You’ve obviously got a team that knows what they’re doing! You’re ready for
the next step in Search Marketing (ranking for more keyword phrases and starting to
pull market share from you competitors online).
Your FAP Score:______________
Your Action Items:
1.
2.
3.
4.
5.
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WORLD DOMINATION BY KEYWORD PHRASE
NOTES:
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
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The Findability Buying Cycle
Information Keywords
Researching and gathering data
Notes:
Shopping Keywords
Comparing and contrasting brands, features, benefits, and
advantages
Notes:
Purchasing Keywords
Comparing price, locations, product model numbers, and other
specific criteria
Notes:
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Importance:
If you are trying to rank your website under keyword searches that are either 1 or 2
words long, you are missing more than half of your potential traffic.
Real World Application:
One of our clients sells industrial heat guns to
distributors nationwide. For an entire year, they
focused all of their attention on 1 keyword phrase –
“Heat Guns.” At the end of the year, they ranked for
that phrase, but had seen almost no increase in actual sales. We re-focused them on
keywords, such as “industrial heat guns” and “heat blower gun.” As a result, they more
than doubled their leads off of the website in only three months.
Why? Although “heat gun” received good search volume, this client wasn’t getting
much website traffic at all. Most users who typed “heat guns” in the search engine
quickly added another word (or modifier) to the string, before clicking to a website.
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How to Generate Findable Keywords
 Use terms customers would use to describe your products or services
o *Tip: Call your top 3 customers, and ask them how they would
describe what it is you do.
 Keyword Brainstorm with Staff (Chpt.6)
I suggest after your session with me, you go back and conduct a keyword
brainstorming session with your staff. Listen to Chapter Six of your audio
book for full details. Have Fun!
-Include:
 Management
 Marketing Team
 Anyone in contact with customers (sales, customer service)
 Scour Website Statistics
o Great Tool: If you don’t have it installed already, get Google Analytics
on your site – it’s totally free.
o Google.com/Analytics
 Spy On Your Competitors…The Right Way!
See what others are doing. Is it working?
o *Tip: Follow these steps to see if your competitors have optimized
their site:
 Step 1: Visit their homepage
 Step 2: Right click your mouse on the background of the web site
and select “view source”
 Step 3: Hit “control” & “F” and the same time, and type in the word
“meta”. You will fine a line of HTML code that says
meta=keywords, then lists the keywords they are optimizing that
page for, for example:
<meta name="keywords" content="Internet Marketing Denver, SEO Denver, PPC
Denver"> - A By evaluating your competitors keywords phrases in META date, you
can determine where you have the same competitive advantage or different.
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Although not a huge factor in SEO, it’s interesting to position your company
differently then how your competitors do.
 Seasonality: Know your companies seasonality for your keywords
o Ex: Are you an accountant who wants to be found at tax time? Private
Ski Instructor during the ski season?
Notes:
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
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Keyword Activity
Buddy up with the person next to you. You have Five Minutes, so work fast!
1.
2.
3.
4.
Select 1 Business and Describe To Your Partner
Write 1-2 “Informational” Keywords
Write 1-2 “Shopping” Keywords
Write 1-2 “Buying” Keywords”
Informational
(Example: “Television”)
1.
2.
Shopping
(Example: “Sony Television”)
1.
2.
Buying
(Example: “Sony Plasma Television Repair”)
1.
2.
Findability Formula Keyword Tools
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Google Adwords Keyword Tool
Pop up the hood on Google and see all the searches by volume by month for any
keyword phrase for the last year! This is cool stuff!
Don’t forget to bookmark this!
https://adwords.google.com/select/KeywordToolExternal
or Search for “Keyword Tool” in Google, it’s the first natural listings in search results.
How to use the Google Keyword Tool:
Step 1: Type in a shopping-level keyword phrase, for example “business coaching”
Step 2: Use advanced options if you want to see data other than U.S. searches
Step 3: Fill in the CAPTCHA and click “Search”
Step 4: Click the title “Global Monthly Searches” 1 time to sort the list
The Columns:
Keyword – This is the search that a user has made in Google’s search box
Competition – Graph of how competitive this keyword is in paid search (PPC), This
gives you an idea of how competitive it is in organic rankings. The more green the box,
the more competitive.
Global Monthly Searches – Monthly average of U.S. searches over the past year.
Local Monthly Searches – The number of searches this keyword received last month.
Findability Formula Keyword Tools
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Latent Semantic Indexing tool
Take a look at how Searchers and Google are thinking about a keyword phrase. This
tool will generate a list of “related” terms to be thinking about when doing keyword
research.
www.lsikeywords.com
How to use LSI Keyword Tool:
Step 1: Put your keyword phrase into the box labeled “keyword”
Step 2: Choose “top ten” results (this will give you an analysis of the top 10 ranking
results in Google)
Step 3: Our recommended setting is to include words with 3 letters or more, so put
the number “3” in the next field. Then hit “submit query”
Step 4: For this research, pay attention to the “two word phrases column” – these give
a good direction for more information to put into the Google Keyword Tool
You can see that around the topic of
“Business Coaching” other searches
like “life coaching” and “executive
coaches” should be tried in the
Google Keyword Tool.
Three Tenants of Findability Success:
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1. Pay Per Click (PPC):
Paid search is sometimes referred to as pay per click (PPC) or cost per click (CPC).
With paid search, an advertiser is paying the search engines to display its ad on a
particular search result page. Each time a searcher clicks on that ad, the search
engine charges the advertiser’s account a certain amount for each click.
2. Search Engine Optimization (SEO):
Search Engine Optimization, most commonly called SEO, is the way in which a
search marketer attempts to influence the search engines in making the
determinations about what constitutes a relevant result for a search. When people
refer to SEO, they are talking about the manipulation of content to improve the
chances that the search engines will recognize a web site or web page as a
pertinent result – and the tendency to include it on a result page.
3. Social Media Marketing (SMM):
Social Media Marketing, also known as Social Networking, describes the collection
of user-driven web platforms that have risen over the internet. Popular examples of
this include Facebook, LinkedIn Twitter and YouTube. These platforms have
established new rules on the internet of how consumers want to be interacted
with. From a Findability standpoint, you can also leverage these platforms as “miniwebsites” and apply SEO best practices to influence how they rank in Search
Engines.
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Pay Per Click (PPC)
Three Rules of PPC to get MAXIMUM Return for the least amount of investment:
1. Always set a budget

Tip: If you aren’t sure what to start at, start with $500 & adjust from
there.
2. Set Match Types
 Broad – This setting means that any word can be added in front of,
behind, or in between at least one of your keywords. For example, if you
are running the keyword “Pet Store Dayton” Google can show your add
for the search “free store front signs”. Any search that has “Store”, “Pet”,
or “Dayton” will show your ad. Not good.
 Phrase – This means that Google can run any word in front of, or behind a
keyword phrase. For example, “Pet Store Dayton”, Google can show your
ad for the search “Pet Store Dayton California”

Exact – This is the most specific setting, and it means that Google can only
run your keyword if that is exactly what is searched. So, using the example
above, only the search “Pet Store Dayton” would show your ad.
3. Negative Keywords
 Negative or Excluded keywords are the list of search terms under which
you do NOT want to show up in search results. This option is important
because search engines make matching decisions on your behalf,
and if you don’t have a list of negative keywords or way you don’t want to
be found in your PPC accounts, you could end up paying for wasted clicks.
Additional Free PPC Tools:
1. Adwords Learning Center http://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.
cs&rd=1
2. SpyFu – www.spyfu.com
3. Keyword Discovery – www.KeywordDiscovery.com
Notes
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Search Engine Optimization (SEO)
Three steps to optimize a page of website content
For the keyword “Dog Groomer Services”
Step 1: Include a Keyword Phrase at the beginning of the Title
 For Example- “Dog Groomer Services Denver: 5 Haircuts to consider for
your canine friend”
Step 2: Include your Keyword Phrase throughout the text in the body
 For Example- “You may be wondering what Dog Groomer Services to
request at your Denver Pet shop this year …”
Step 3: Include your Keyword in how you name your images
 For Example: Dog-Groomer-Services-Denver.jpg
Additional Free SEO Tools:
1. Google Webmaster tools - google.com/webmasters/tools
2. Hubspot’s Website Grader – website.grader.com
3. SEOMoz’s Toolset – SEOMoz.org
4. Free Ranking Reports - http://www.mikes-marketing-tools.com/rankingreports/
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Notes
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Social Media Marketing (SMM)
Five “Must-Have” Platforms
Twitter – Micro-Blogging Site, 140 Character Communications
Blog – Daily Web Log, Similar to Journaling
LinkedIn – Networking Profile Site for Business Professionals
YouTube – Video Sharing Website
Facebook – Personal Profile & Networking Site, Business Fan Pgs.
How to Optimize
Optimize your social media platforms just like a website page. Include a keyword in the
title, throughout the text, and in any images you include.
Free Resource: Download a free copy of Findability Groups Social Media Corporate
Policy at www.FindabilityGroup.com/CorporatePolicy
Free Social Media Productivity Tools
- www.Hootsuite.com - Manage all your SMM from one location online
- www.tweetdeck.com - Another Dashboard management tool
- www.wefollow.com - Automate Your Tweets and Follow Followers
- www.hashtags.org - Search for the Perfect Hash Tag like #GetFound
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Notes
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Findability
Findability is a search marketing term that is all about “getting found” online and
driving your target audience to your site and delivering a user experience that converts
those prospects into customers.
Essentially, Findability is all about connecting your company with your customers
online.
The Findability Group’s approach to Search Engine Marketing has been crafted around
two proven fundamental principles:
(1) The secret to Internet Marketing success is using the right keywords at the right
time, so that searchers can easily find you.
(2) You must also appropriately connect with your prospects at all time by providing
a relevant result in response to their search (delivering a good user experience).
Main Tenants of Findability
Search Engine Marketing - Marketing activities designed to increase the visibility, or
Findability of a company, product, service, activity, organization or web site in search
engine results.
Pay Per Click (PPC) Advertising – Advertisers pay the search engines to display its ad
on a particular search result page (selected by keyword).
Search Engine Optimization (SEO) – The way in which a search marketer influences
the search engines in making a determination about what constitutes a relevant result
for a search.
Social Media Marketing - Using social networks, online communities, blogs, wikis or
any other collaborative Internet form of media for marketing, sales, public relations
and customer service.
“The Key to Findability is WORLD DOMINATION BY
KEYWORD PHRASE” – Heather Lutze
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What We Do Best!
FINDABILITY CONSULTING
Professional Guidance in one
on-one consultations on Search
Engine Marketing
EXECUTIVE COACHING
CIRCLE
TRAINING
Custom training programs
(either ½ day or full day) to
educate your team on the
basics of Search Engine
Marketing
Website and Search Marketing
analysis and monthly coaching
with CEO Heather Lutze on
aligning your team with a
successful Search Marketing
Strategy! WE HAVE FUN!
FINDABILITY WORKSHOPS
FULL SERVICE AGENCY
Full day workshop with you &
your team, including a training
on Search Engine Marketing &
a custom-built Search
Marketing strategy for your
business
Custom search marketing
campaigns, which include a
combination of PPC, SEO,
Social Media and website
project management. This is the
best, brightest group of people I
have ever found. They love what
they do and it shows!
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Recommended Reading
As you continue taking a look at your online search marketing campaign, we wanted to
recommend some reading that will help you get a better handle on a few tools and
practices in order to improve your impact and ranking in search engines.
The Findability Formula: The Easy, Non-Technical Approach
to Search Engine Marketing, by Heather Lutze
 Written by our CEO, Heather Lutze, this book
will reveal how to achieve “Findability” through the use of
the ideal keywords applied to both pay per click campaigns
and organic search optimization. Available on Amazon.com
in print and kindle editions. Audio book also available.
Thumbonomics: The Essential Business Roadmap to Social
Media & Mobile Marketing by Heather Lutze
 A “No Geek Speak” Approach to Social Media
and Mobile Marketing for REAL Business Results.
Interviews with leading edge CEO’s including Tony Hseih,
CEO of Zappos.com, Bill Gerth, Head of ComCast Twitter
Team, Charlie Cole, VP of Online for Lucky Brand jeans and
Keegan Gerhard, CEO & Celebrity Judge on Food Network.
Available on Amazon.com in print and Kindle editions.
Audio book also available.
Twitter Power, by Joel Comm
 The author explores the latest trends in how businesses and marketers
can integrate Twitter into their existing marketing strategies through a
multifaceted plan.
6 Pixels of Separation, by Mitch Joel
 By integrating several platforms in new media, this book offers a
complete set of the latest tactics, insights, and tools that will empower
you to reach a global audience and consumer base and finally get your
company connected.
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Internet Marketing Glossary of Terms
Findability – The quality of being locatable or navigable online.
Keyword – Any word or series of words entered into a search box on a search engine.
Keyword Research/Keyword Tool – Tools which aggregate the search volume
(consumers typing a keyword search into a search engine) for certain keywords, as
well as recommend additional keywords.
Search Engine Marketing - Marketing activities designed to increase the visibility , or
Findability of a company, product, service, activity, organization or web site in search
engine results.
Search Engines- The aggregators and classifiers of all information available on the web,
similar to a librarian. The main search engines include Google, Yahoo, Bing and
Ask.com.
Search Engine Results- The options you get back when doing a search in an engine.
There are two different groups of results: sponsored (pay per click) and organic results
(in the main section of the results).
Pay Per Click Terms
Pay Per Click (PPC) Advertising – Advertisers pay the search engines to display its ad
on a particular search result page (selected by keyword).
Ad Text – The display of text that advertisers show on the search engine to entice
consumers to “click” on their website listing. In Google this is 3 lines of text and a link.
Landing Page – This is the website page a user is taken to once they click on a pay per
click ad.
Quality Score – This is a score assigned to each keyword in your account, based on
how many people see & click on your ad, as well as how long they stay on your site. A
better quality score gives you higher ranking in PPC and lower costs per click.
Search Engine Optimization & Website Terms
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Search Engine Optimization (SEO) – The way in which a search marketer influences
the search engines in making a determination about what constitutes a relevant result
for a search.
Website Conversion - Web traffic that fulfills a pre-established goal, such as
purchasing of a specific product or filling out a registration form, etc.
Website Traffic – The number of website visitors you receive in a given time period.
Website Unique Visitor- Any one visitor coming to your site any number of times in a
time period. If I come to your web site 30 times in a month, I still only count as one
unique visitor.
Domain Name – the address of your website, such as “www.FindabilityGroup.com”
Inbound Links – Links originating from one website or webpage and point to your
website.
Outbound Links – Links originating from your website and pointing to another website
or webpage.
Internal Links – Links on your website that point to other pages on your website.
Social Media Marketing Terms
Social Media Marketing - Using social networks, online communities, blogs, wikis or
any other collaborative internet form of media for marketing, sales, public relations,
and customer service.
Twitter - Micro-blogging site that gives 140 characters of communication for each
update (approximately two sentences).
Facebook – Personal profile and networking site.
Blog - Short for 'web log,' a blog is a web site where you publish short entries on a
regular basis and let visitors post comments about those entries.
LinkedIn – Networking profile site for business professionals.
YouTube – Video sharing website.
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