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Usually ships in 1 business days | | | | | | To be successful in business you must be able to attract the right clients and persuade them to buy. However, on the internet, people only see what the search engines direct them to and the competition for those top spots is fierce. So how do you ensure that your business is front-and-center when prospects are searching for solutions? The answer is The Findability Formula. The Findability Formula is for anyone who wants to improve results from Internet marketing. The book is specifically written for business owners who are frustrated with a website that is not showing up in search results and not generating business. The Findability Formula will help readers understand how prospects and customers search for products and services on the Internet, and will show them, step-by-step, how to optimize their findability. The book will be a non-technical guide to effectively building and implementing, from the ground up, an Internet search marketing program that gets results. The reader will learn how paid search works, and how paid and organic search can work together to create optimum web visibility and reduce paid search costs over time. The basic message of the book is that there is a formula for findability and for converting prospects to purchasers.
Readers' Benefits from The Findability Formula:
* A complete step-by-step approach to search engine marketing applicable to any product or service, The Findability Formula will include easy-to-follow instruction from chapter to chapter as well as launch checklists in the appendix.
* The most up-to-date search research and statistics available, including uncommon ways to connect with your online buyer.
* Shows the reader how to avoid common search marketing mistakes that cost big money. How to not be bullied and take control of in-house e-commerce department strategies and SEM agencies.
* A small company can compete successfully in search with larger, well-established competitors. How to work smarter to get even better search engine "findability".
* Maximizes the reader's investment. The reader won't waste money by needlessly paying for "clicks" from customers who have no intention of buying. The investment in this book will be repaid thousands of times over.
* Saves time, money and energy in creating in-house search marketing programs and properly tracking results by keyword. Negates the need to hire outside SEM agencies | | | |
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| | Product Details | | Author: | Heather F. Lutze | | Paperback: | 288 pages | | Publisher: | John Wiley & Sons | | Publication Date: | March 09, 2009 | | Language: | English | | ISBN: | 0470420901 | | Product Length: | 9.1 inches | | Product Width: | 7.4 inches | | Product Height: | 0.7 inches | | Product Weight: | 1.1 pounds | | Package Length: | 9.1 inches | | Package Width: | 7.4 inches | | Package Height: | 0.7 inches | | Package Weight: | 1.1 pounds | | Average Customer Rating: |  based on 35 reviews |
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| | Customer Reviews | Average Customer Review: ( 35 customer reviews )
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Most Helpful Customer Reviews
19 of 20 found the following review helpful:
Great Book for the Search Engine Marketing "Newbie" May 31, 2009
By Mary T. OBrien
"Internet Marketing Institute"
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.
28 of 32 found the following review helpful:
Good place to start good results. May 20, 2009
By Paul Kruger
"Web Developer"
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
8 of 8 found the following review helpful:
Great book for novices Mar 14, 2009
By Leann Thieman
As a beginner, I learned so much from this book, with easily understandable language and concepts...even I could do it!
LeAnn Thieman
9 of 10 found the following review helpful:
Good Starter Book Oct 07, 2009
By Derry B. Betts
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. Shoes are even too broad for Lutze. Heather explains that the keywords get more expensive the broader the keyword and with less turnover rate. She suggests using the keyword Nike Air Jordans, because it is narrow and will cost less with a bonus of a high turnover rate.
Throughout the chapters Lutze is constantly tying her three stages of purchasing into the book. The three stages of information, shopping and purchasing require three very different ways to go about the keywords. The information stage is the stage where broad words are needed. This stage is where the customer is just gathering information about what product they want and the perks and flaws it has. The shopping stage is where the customer will use about three words and it is a little more specific, like Nike Air Jordans. The customer knows what they want and are just looking around for the best price or service. Then in the purchasing stage the customer has their credit card out and is just looking for exactly what they want, at what price and what service they want with it.
Lutze goes into a lot of detail about what exactly the reader can do to get the most out of the three stages. She dives into geographic modifiers, time restraints, how to get the most out the keywords and what to do after the marketing is up and going. Heather even goes into step-by-step ways of how to do things on her favorite web site.
I thought that this book was a great starter. Lutze goes into great detail and takes the reader through the whole process. It was nice that she didn't assume that the reader knew anything. She also did a great job of explaining exactly why she is telling you to do something. Her main goal is to let the reader have a good overview so they can do it themselves or at least have a good idea so that they can have input into their search engine campaign. Lutze also emphasizes knowing your customer and what they are going through.
The only downside of the book is that it is a little repetitious. She will explain things over and over a bit to remind you how the aspect is relevant to the new subject. But this is the pain that is minimal and bearable to learn Lutze's style. But all and all a good book that I recommend for beginners.
15 of 19 found the following review helpful:
 Incomplete Guide to Search Engine Marketing Apr 20, 2010
By W. Ejnes
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.
See all 35 customer reviews on Amazon.com
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