Step by Step

Search Marketing Strategies

Crafting a careful search marketing strategy is a must. Our multi-step process is the only way to ensure performing results. 

Our goal is to not only drive traffic to your website, but to drive the right kind of traffic to your site. This is what we mean by our tag line that “every click counts." Just driving up the numbers is no real benefit to your business; indeed, it can cost you unnecessary dollars and be largely ineffective. You want customers, not visitors; buyers not window shoppers.

Search marketing strategies for each business must be individually crafted to align with company outcomes, budgets, targeted customers, and the nature of the business itself. For example, for some companies, “local search” is a critical element of a search campaign; for others it is meaningless and would be a waste of critical marketing dollars. For some companies the obvious keywords are just too competitive for a Pay Per Click (PPC) campaign and alternative strategies must be devised.


Steps in the Process                   

How do we go about creating and implementing a cost-effective search marketing strategy that produces powerful results for each individual customer? We craft each search marketing strategy through a multi-step process that includes the following:

  • Defining and clarifying your internet marketing goals, outcomes, and budget.

  • Creating a clear model of your "ideal" customer.

  • Analyzing your current search engine rankings and performance.

  • Performing exhaustive research and gathering real-time data on target customers and how they search for your product or service, including a 12-month historical search of keyword data to form a complete and accurate keyword profile.

  • Determining the right keywords, word combinations, phrases and descriptions.

  • Writing compelling ad copy to generate high CTR (Click Through Rates) on your paid ads, utilizing “insider” tips like keyword insertion and display URL methods.

  • Creating a preliminary Pay Per Click (PPC) campaign (Phase I) and analyzing the data gathered.

  • Applying customer search data to the Organic SEO process (Phase II), leveraging your PPC investment by pinpointing "identified interest" verses “window shopping” customers.

  • Making Pay Per Click (PPC) and Paid Inclusion Models work together for you.

  • Adding specific other components to your campaign as Phase III of your strategy. This may involve such elements as local search, paid inclusion, conversion tracking, bid management or other elements to optimize your results and track them from the first click. Additionally, Phase III includes leveraging the power of social media marketing.

  • Utilizing historical CPC data to effectively leverage FREE Search Engine Submissions.

  • Orchestrating the perfect combination of strategy and tactics for both paid and organic search so that you dominate all your major search terms while paying less and less for paid search over time.

The goal, quite simply is that you OWN the pages (search results) for certain highly specific and effective search terms through a combination of paid and organic search working together to exponentially multiply your results so that your company shows up more and more organically in natural (unpaid) searches.

In addition to producing powerful results, the advantage of using the Findability Group (formerly Lutze Consulting) is that we can handle every element of your search marketing — from data gathering to crafting your strategy to implementation to ongoing management — or we can train you or your staff how to do it yourself.

Please view our services page for more information on the range of services we provide.

For more information about any of these categories or to see real-time data on your company’s current viability on the web, contact us today.