Description
Book SynopsisTo 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 le
Trade Review"...shows how to position your business front and centre when prospects are searching online for solutions you can provide." (Globe and Mail, April 2009)
Table of ContentsForeword.
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.
