The Findability Formula: The Easy, Non–Technical Approach to Search Engine Marketing

Get your business noticed—and make more profits!—with world–class search engine marketing
If you′re dissatisfied with your Internet marketing, The Findability Formula will show you how to make your business more visible to customers when they′re ready to buy.
Whether you′re a seasoned search marketer, a paid search advertiser, or a complete novice, this book will help position your business front–and–center when prospects are searching for solutions online. In simple, non–technical language, renowned search engine marketing expert Heather Lutze reveals how to achieve "findability" through the use of the ideal keywords applied to both pay per click campaigns and organic search optimization. She includes a wealth of creative strategies for keeping campaigns fresh and effective, so that you can re–energize stale Web sites or tweak successful ones to make them even more profitable. In addition, Lutze explains how to respond to your customers and understand their issues, wants, and needs so that you can more easily turn prospects into customers. Her step–by–step approach, up–to–date research, and warnings about common pitfalls make this the ultimate practical guide to getting your business noticed on the Internet.
"Getting more attention than your competition is about more than Flash. The Findability Formula shows you how to get to the front of the line and stay there.?We could not have done it without?this book."
—Patrick Cox, President, TaxMasters (txmstr.com)
"Lutze is a true leader and visionary in SEM. Businesses of all types and sizes will benefit from reading her insights and implementing her recommendations."?
—Wendy St. Clair Pearson, Senior Director of Marketing and Communications, Verio, Inc. (verio.com)

Spis treści:
Foreword.
Introduction.
Who This Book Is For.
How This Book Is Different.
The Secret Agent Pen Epiphany.
About The Author.
Chapter 1. The Basics.
Chapter 2. First Things First.
Chapter 3. How People Search, Shop and Buy Online.
Chapter 4. The Art of the Keyword.
Chapter 5. Keyword Alignment on the Path to Purchase.
Chapter 6. The Keyword Discovery Process.
Chapter 7. Grouping & Theming To Complete Your Keyword List.
Chapter 8. Location, Location, Location.
Chapter 9. Seasonality.
Chapter 10. Writing Your Ad Text.
Chapter 11. After The Click.
Chapter 12. Bidding and Budgeting.
Chapter 13. Account Deployment.
Chapter 14. The Care and Feeding of Your Search Marketing Campaign.
Chapter 15. Hiring Help.
Chapter 16. SEO.
Appendix I. The Top Five Errors To Avoid.
Appendix II. PPC Keyword Bidding – The Experts Weigh In.
Appendix III. Launch Checklist.
Appendix IV. Resources.

Nota biograficzna:

Heather Lutze is a nationally recognized Internet marketing speaker and consultant on search strategies. She has more than ten years of hands–on management experience in pay per click, search engine optimization, and landing page testing. She is also the founder of Lutze Consulting, a search marketing agency that helps companies improve their results and increase sales through paid search and organic search optimization.

Okładka tylna:

Get your business noticed—and make more profits!—with world–class search engine marketing
If you′re dissatisfied with your Internet marketing, The Findability Formula will show you how to make your business more visible to customers when they′re ready to buy.
Whether you′re a seasoned search marketer, a paid search advertiser, or a complete novice, this book will help position your business front–and–center when prospects are searching for solutions online. In simple, non–technical language, renowned search engine marketing expert Heather Lutze reveals how to achieve "findability" through the use of the ideal keywords applied to both pay per click campaigns and organic search optimization. She includes a wealth of creative strategies for keeping campaigns fresh and effective, so that you can re–energize stale Web sites or tweak successful ones to make them even more profitable. In addition, Lutze explains how to respond to your customers and understand their issues, wants, and needs so that you can more easily turn prospects into customers. Her step–by–step approach, up–to–date research, and warnings about common pitfalls make this the ultimate practical guide to getting your business noticed on the Internet.
"Getting more attention than your competition is about more than Flash. The Findability Formula shows you how to get to the front of the line and stay there.?We could not have done it without?this book."
—Patrick Cox, President, TaxMasters (txmstr.com)
"Lutze is a true leader and visionary in SEM. Businesses of all types and sizes will benefit from reading her insights and implementing her recommendations."?
—Wendy St. Clair Pearson, Senior Director of Marketing and Communications, Verio, Inc. (verio.com)