The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing
Getting your business in a prominent position on the search engines is
becoming increasingly complex, but no less essential for success. And it’s
not just a challenge for those new to the Web; veteran SEOs often encounter
issues at times. Website MagazineSEO contributor Dante Monteverde interviewed
Heather Lutze of Lutze Consulting on her new book, “The Findability
Formula: The Easy, Non-Technical Approach to Search Engine Marketing.”
Discussed is the importance of findability, common search marketing mistakes,
the viability of in-house SEM, and search-engine marketing expectations.
WM:What is “findability” and why has it taken so
long for businesses to realize its importance to the
success of a business?
Lutze: “Findability” refers to the ability of a user to find you online.
Many business owners believe that just having a website is sufficient,
and that search engines will do the work for them. Of course, that’s not
true. They don’t realize that the engines have a very specific method of
ranking websites and that the vast majority of consumers do not look
past the first page of search engine results. Simply put, if companies
are not on the first page, they don’t exist. Successful companies understand
what it takes to have the search engines put them there.
Unfortunately, training in these areas has been very limited, very
expensive and extremely high-level. I wrote “The Findability
Formula” to provide an easy, non-technical guide to business owners
on how to conduct a successful campaign to get their websites better
rankings and start drawing more buying customers.
WM:You show readers how to avoid common
search marketing mistakes. What are some of the
more glaring issues for small business owners?
Lutze: Two major marketing mistakes that are easy for small business
owners to fix are (1) doing a little background research and (2)
taking the time to define their paid search accounts.
Most business owners have a keen understanding of their target
audience. However, many owners don’t have the time or resources to
know all the ways customers might be searching for them. Luckily, the
research is already done for them; all they have to do is access available
online tools. I recommend several great resources in my book, but
a free resource that business owners can take a look at today is the
Google External Keyword Tool. With this tool, users can type in a
potential keyword and Google will show the number of searches in the
past month, as well as generate other potential keywords. This can
help business owners understand how their audience searches for
their products or services.
A little time and effort upfront in a paid advertising account can
save capital in the long run. For example, a company that only serves
a small location can ensure its paid advertising only reaches its geographic
market, preventing unwanted clicks from consumers who
won’t buy their products or services. In addition, all companies
should pay close attention to negative keyword lists on their
accounts. So, if you sell televisions, you probably do not want consumers
who are searching for free televisions or television repair, so
the words “free” and “repair” should be on your negative keyword
list. This will prevent you from paying for wasted clicks, and lower
the cost of qualified clicks.
WM:Is starting an in-house search marketing
campaign a reasonable undertaking for a small
Lutze: Search marketing isn’t rocket science. Anyone who reads
my book should be able to start a campaign, if they have the time.
If you have a small budget it makes sense to take the time to do it
yourself. If you outsource, use my book as a reference and don’t be
afraid to ask questions. Also, remember to always check references,
which may seem like common sense but is often overlooked in the
WM:What are some reasonable expectations from
an increased focus on findability?
Lutze: Increased findability means more traffic to your site, more
phone calls, more leads and more sales. Never underestimate the
power of being found on the first page of search results using the right
keyword. If you can identify your keyword findability, you will connect
with searchers who are ready to take action, not just window
shopping. First, use paid clicks through paid search to find keywords,
and then transfer real customers to your SEO campaigns. This formula
will get you the results you deserve.
Purchase The Findability Formula at Amazon