Product Description

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

---

Product Details

Publisher	John Wiley & Sons
ISBN	0470420901
Features	ISBN13: 9780470420904 Condition: New Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed
Format	Paperback
Author	Heather F. Lutze
EAN	9780470420904
Label	John Wiley & Sons
Edition	1
Dewey Decimal Number	658.872
Studio	John Wiley & Sons
Number Of Pages	288
Title	The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing
Publication Date	2009-03-09
Manufacturer	John Wiley & Sons

---

Customer Reviews

SEO & SEM Made Simple

Review by SterlingWebmaster, 2010-08-24

This is an excellent read and a must-have for SEOs to get their paid and organic search programs rocking. It provides invaluable help with search engine marketing but while the focus is on understanding search engine marketing, the principals will also do wonders for your organic search campaigns as well.

---

Understanding the SEM for your business

Review by Iraj Partovi, 2010-08-18

I found The Findability Formula a complete easy to follow book for learning SEM. The book is fun to read and learn. I strongly recommend reading this book if you have an online presence for your business. As the author explains in the book even if a professional marketing company is managing your SEM you can still benefit from reading this book. Nobody knows your business as much as you do. You can communicate your business needs and ideas a lot better with the marketing companies after learning the SEM techniques described in this book. The least, you can make sure that they are doing what they must do for you. The book also gives pointers for what to look for in a SEM company when you are selecting one. The coverage of the subject and techniques with examples gives you enough information to try to do your own SEM if you are a little technical and can afford the learning time. I recommend reading this book to anyone who is planning on implementing an online marketing campaign.

---

A must if you want to be found on the Internet

Review by dsher, 2010-08-08

"If you are interested in being found on the Internet, I would highly recommend you grab a copy of Heather's book or CD, "The Findability Formula." Heather may know more about search engine optimization & search engine marketing than anyone I've ever met or read

---

Credibility concerns

Review by Will Golson, 2010-05-18

While not judging the overall content in the book, there are a couple of items that raise credibility questions.

She suggests typing 'search engine marketing book' into Google (page 22) to see the placement of an ad for the book. It's not there. OK, so perhaps the campaign has been turned off -- was it unsuccessful? Low ROI? In addition, the findability website [...] does not appear in the first 100 organic results -- not a real confidence builder.

The examples throughout the book seemed overly simplistic, e.g., chapter 7. To compensate, page 80 states that fully built out examples will appear on the website. Unfortunately I could not find them.

The anomalies above gave me pause, despite the impression that the techniques in the book are no doubt valuable.

---

Incomplete Guide to Search Engine Marketing

Review by W. Ejnes, 2010-04-20

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.

---