Top 5 Profitable Strategies To Improve Search Engine Marketing Results on Google and More! 
Discover Your Company’s Findability Formula




“The secret to Search Engine Marketing success is using the right keywords at the right time so that searchers (your potential customers) can easily find your products/services — I call it the Findability Formula.”

 

Heather Lutze
—Heather Lutze, the Findability Group (formerly Lutze Consulting) CEO, Expert Search Engine Marketing Consultant, Trainer,
Speaker and Author of the forthcoming book “Findability Formula”

This free report provides proven strategies for creating successful paid search marketing campaigns on Google and other search engines by using the Findability Formula. The overall goal is to ensure your company’s FindAbility and ultimate exposure on the first page of Google and other search engine results pages. Learn how to gain prominent search engine exposure—above your competitors, and start realizing immediate sales results!


1. Understand Your Customer/Prospect Buying Patterns and Search Habits

To begin your Search Engine Marketing Campaign, you must gain a complete understanding of your customers/prospects and their buying patterns and search habits. You can conduct a quick customer research analysis by answering the following questions:

  • Who are your prospects or customers?
  • How are they going to search for your product or service?
  • How are they going to find you in the search engines?
  • What do you need to give users at every stage in their search process to get them to say “yes” to you?

2. Determine Relevant Keywords To Reach Your Target Audience

Focusing on your customer’s wants and needs will provide greater sales and better search engine rankings. The keyword search is the window to your customer’s thinking process and understanding the fundamentals of the search process is vital for success. Try to pinpoint the specific intent of your customers and their search terms. It’s important to hone in on the right keywords and your customers keyword choices. Always consider the customers’ view point, and know the words they use when they are ready to buy. By choosing to appear under very specific keyword searches, the odds are good that your message will appear in front of a qualified, interested, prospective customer.

3. Understand Your Customers Purchase Path

Online purchasing is a process that involves customers returning to the Internet multiple times as they go through a buying cycle before making decision to buy. At each phase of the journey, customers use different keywords to get more and more relevant search results. Understanding the “keyword trail” ensures that you stay with your customers throughout their journey. Answering these questions will help you develop your “keyword trail”:

  • What are the customers’ pain factors that my product/service addresses?
  • What do my customers type into the search box when they’re looking for information on my product/service?
  • What do they type in as they’re narrowing their search and honing in on what they want?
  • What are the keywords they’re using when their credit cards are out and they’re ready to buy?


4. Determine The Art of Your Keywords

The most important part of the Art of the Keyword is what I call “narrowing the field.” Narrowing the field is about targeting your users and your keywords in a specific and results-oriented manner to the satisfaction of your customer, you and your bottom line. The most successful PPC campaigns choose highly-targeted and specific keywords to get the desired results. It’s the path that is the most productive and highest-converting road to a customer purchase. Your customers’ keyword searches and clicks are what tell you what keywords you should use, and what to give them at each search query. Using the correct keywords in alignment with the searcher’s intent is the essential ingredient for a successful PPC campaign.


5. Mapping Out Your Keyword Strategy

Your keyword strategy should consist of the following four important steps:

  • Define Your Positioning Statement: This is how you will talk about your business on the Internet. All keywords, ads and landing pages will communicate this to your search engine customers.
  • Brainstorm Possible Keywords: Try to figure out your customers’ behavior by bringing everyone in your company together, from sales to customer service to the IT group, and have a brainstorming session. Answer this one question: “How would you search for our company on the web?”
  • Use a Keyword Discovery Tool: A keyword research tool will give you all the possible related terms and term combinations for your main broad search term, also called the root term or core term. These tools show you data for a number of searches preformed under each term. This will help you prioritize and pick your terms for the greatest performance over a period of time. Your keyword research tool is one of your most important resources, so look at what the different providers offer and choose the one that gives you the best information for your particular business.
  • Use a Keyword Research Tool

The above strategies are a few of many successful search marketing steps that are covered in full in my forthcoming book, “The Findability Formula,” which will be released in Spring 2009. The book is for businesses that market themselves on the Internet and aren’t satisfied with the results they’re getting. It helps crack the formula of connecting with your customers through their search process all the way through the buying phase. This is the Must-Have formula online business promoters want to know and understand in order to achieve search marketing success.

The book is already making an impact with raving early manuscript reviews. "The Findability Formula™ book is literally worth its weight in gold! After following Heather's advice, traffic on our site is up and our sales have increased dramatically," according to the Co-Founder of Guerrilla Marketing and Guerrilla Selling, Orvel Ray Wilson. "Heather has definitely 'cracked the code' and de-mystified search marketing for the rest of us." says Wilson.

Download PDF HERE!



Heather F. Lutze
the Findability Group (formerly Lutze Consulting)
14 Inverness Drive East #A212
Englewood CO 80112
303-841-3111
Toll Free 888-588-9326
http://www.findabilitygroup.com