Findability Formula - About The Book

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

Hundreds of millions of online searches happen every day. Indeed, the Internet offers unprecedented access to a whole new world of customers. BUT… If they can’t find you, they can’t buy from you!
 
The Findability Formula is Search Engine Marketing Demystified
 
If…

• You have an amazing website but low sales… WHAT CAN YOU DO?
• You don’t know which keywords drive sales…HOW CAN YOU FIND OUT?
• You don’t show up on the 1st page results… YOU DON’T EXIST!
• You can’t afford to hire an agency…HELP IS AT HAND!

 
Introducing…
 
The Findability Formula—The Easy Non-Technical Approach to Search Engine Marketing
 
This easy to understand, irreverent and wildly-informative book is not just for your IT staff! It is for anyone responsible for attracting customers and driving sales—whether a marketing department or a solo-preneur. Written in plain English that anyone can understand, the Findability Formula leaves you with PUT TO WORK strategies that take you step-by-step into implementing a successful online marketing effort.
 
“After many failed attempts at search engine marketing, we are now back on track and on the top of search results—thanks to The Findability Formula, a must-read!”
 ---Michael A. DeMayo,
Law Offices of Michael A. DeMayo LLP
Charlotte, NC

Buy the Findability Formula online

The Findability Formula, chapter by chapter:

Chapter 1. The Basics of Search Engine Marketing

•  The overall strategy of Search Engine Marketing
• Clear and understandable definitions of key industry terms including
• Outlines the market share of each of the major Search Engine players
•  Debunks some common myths regarding Search Engine Marketing.

 Listen to an Excerpt from the Findability Formula: Chapter 1
 
Chapter 2. First Things First- Conducting your Paid Search Campaign

• Running a Pay-Per-Click campaign-the basics.
•  Before conducting a Paid Search campaign—what you need to know.
• How to tighten your focus.
•  Strategies to target good clicks and prevent bad clicks. (Yes—you will understand it. We promise!)

 Link Listen to an Excerpt from the Findability Formula: Chapter 2
 
Chapter 3. How People Search, Shop and Buy Online

•  A shopper’s Path To Purchase—Information Gathering, Shopping/Comparing, Purchasing.
•  Which of these three categories your business should target.
•  Tools and tactics to target those key customers.

 Listen to an Excerpt from the Findability Formula: Chapter 3
 
Chapter 4. The Art of the Keyword

•  A scientific process for selecting the right keywords. (Worth the entire cost of the book!)
•  Identifying your specific consumer’s path to purchase.
• Discovering the best keyword strings.
•  •What you should be giving customers at each step (as they keep adding variables to their search).

 Listen to an Excerpt from the Findability Formula: Chapter 4
 
Chapter 5. Keyword Alignment on the Path to Purchase

•  Clearly identify your customers’ intent at each stage of the buying cycle.
•  Information Gathering, Shopping and Purchasing keyword trails.
• The significance of these keyword trails for your Search Engine Marketing efforts.

Listen to an Excerpt from the Findability Formula: Chapter 5
 
Chapter 6. The Keyword Discovery Process

• Tools and tactics for researching and developing solid keyword lists.
• Mapping your keyword strategy.
• Refining your positioning statement for an online audience.
• Conducting a successful keyword brainstorming session. Links to free and low-cost keyword research tools
•  Building a negative keyword list.

Listen to an Excerpt from the Findability Formula: Chapter 6
 
Chapter 7. Grouping and Themeing to Complete the Keyword List

•  Grouping your keywords
•  Organizing and refining your keywords based on customer experience.
• Why grouping and themeing is critical to a successful campaign.
• Combining keywords to focus on your customers’ buying cycle.

Listen to an Excerpt from the Findability Formula: Chapter 7
 
Chapter 8. Location, Location, Location—Targeting a Geographic Audience

•  Taking an in-depth look at your target audience.
• Tactics which could save a company thousands of dollars each year.
• Geographically targeting consumers.
• The difference between Geo-targeting and Geographic Modifiers.
•  Selecting a targeting method based on your business model.

Listen to an Excerpt from the Findability Formula: Chapter 8
 
Chapter 9. Seasonality

•  Adjusting your paid search campaign for seasonal searches.
• Surprising insights for businesses that don’t consider themselves seasonal.

Listen to an Excerpt from the Findability Formula: Chapter 9
 
Chapter 10. Writing your Ad Text

•  Writing compelling and successful ad text.
• Rules and regulations for ad text in each different search engine.
• Step-by-step instructions for developing ad text.
• Little-known tips to improve your click rate.

Listen to an Excerpt from the Findability Formula: Chapter 10
 
Chapter 11. After the Click

•  The Google Quality Score—a make-or-break element.
• Strategies to improve your quality score.
•  Designing a landing page to dramatically improve the user’s experience.

Listen to an Excerpt from the Findability Formula: Chapter 11
 
Chapter 12. Bidding and Budgeting

•  Bidding on the right keywords—simplified.
•  Setting your PPC budget to succeed without wasting money.
• Tools to research the costs of potential keywords.
•  Tools to measure traffic for each keyword
•  Ongoing bid strategies.

Listen to an Excerpt from the Findability Formula: Chapter 12
 
Chapter 13. Account Deployment

•  9 step checklist for launching your PPC campaign.
• Selecting which search engines to begin with.
•  Avoiding common mistakes such as account defaults.

Listen to an Excerpt from the Findability Formula: Chapter 13
 
Chapter 14. The Care and Feeding of Your Search Engine Marketing Campaign

•  Managing your paid advertising campaign.
• Timelines for campaign adjustments.
• Keyword patterns to watch for.
•  Negative keyword list management tactics.

 Listen to an Excerpt from the Findability Formula: Chapter 14
 
Chapter 15. Hiring Help

•  Hire an agency or keep your Internet Marketing in-house?
•  Guidelines for selecting an agency.
•  Experience, certifications and credentials to expect from an agency.

 Listen to an Excerpt from the Findability Formula: Chapter 15
 
Chapter 16. Search Engine Optimization (SEO)

•  Transfer the information you learned from your Paid Search campaign to your website.
• How PPC and SEO work together.
•  Tools to make the transition from PPC to Natural Search easy and seamless.
• 7-step roadmap—optimize your website for natural listings.
• Linking strategies and why you need them.
•  The difference between good and bad links and why that matters to Search Engines.

 Listen to an Excerpt from the Findability Formula: Chapter 16
 
“The Findability Formula simplifies the complex world of Internet Marketing. Every business will benefit from understanding simple to advanced techniques for finding new customers online.”
--- Brad Geddes,
Google AdWords Trainer and BG theory consultant
 
“In this book Heather has taken complicated paid marketing concepts and translated them into real business strategies that every business owner should pay attention to if they want to grow their online presence.”
 ---Sean A. Golliher, Founder/Publisher
Search Engine Marketing Journal
 
 Click here to order your copy of the Findability Formula now.