demystifying seo for business leaders with heather lutze

with Heather Lutze

Presenter: Heather Lutze, CEO & Founder Findability University findability.com

We have a mission at D Bar - We want to create a culinary

sanctuary where you can relive old memories and create new ones.

We need social media to convey that D Bar is Special and here’s how and

here’s why.

“

“

I didn’t understand how much people pay attention to what I

do and say. I had to re-calibrate what I think about

my opinion. I didn’t realize people do care about it. I’ve

discovered posting our experiences helps them, it’s

important.

““

KEYWORD DATA

7th position, under local!

RESULTS

1st position, under local!

3rd position, under local!

Task #1KNOW YOUR KEYWORDS

Your Keyword Tool Kit

T✓ the sweet spot (1,000-5,000 searches/mo.

with low-medium competition) ✓ long tail keywords with intent to shop or

buy ✓ good neighborhood

our keyword checklist:

also keep an eye out for: long tail keywords that teach or solve (ex. how-to’s, questions)

Less search volume but they do two things: 1. Build a warm keyword list list 2. Contribute to the cumulative traffic to

your site

Tbut wait!check the neighborhood

INTENT of the keyword matters.

ask yourself: is this person researching, shopping or ready to buy?

wait again!

It is less important how individual each keyword scores

and more important how

they cumulatively score together

One More Thing!

google keyword plannerADWORDS.GOOGLE.COM

KEYWORDSPY.COM

ispionage.com

Task #2SPY ON YOUR COMPETITORS

let the spying begin

example:Parelli Horse Training - Parelli.com

Google your keyword.

Identify one competitor from your search results.

example:Parelli’s Competitor’s Website

task:Identify THBLI on the competitor website.

TH

BL

I

Let’s dig deeper!

semrush.com

example:Parelli Competitor:

HorseWhisperer.com

Focus on the top organic

keywords

a closer

look

SPYFU.COM

Task #3Create Your Website’s

Keyword Map

© Findability Group 201039

What is a website keyword map?

Q:

A KEYWORD MAP is an organizational

strategy for your website to maximize its

FINDABILITY.

Think of this organization strategy like a corporation’s org chart.

CEO

VP of SALES

VP of MARKETING

SALES MANAGER

CEO

VP of SALES

VP of MARKETING

SALES MANAGER

your webpages should be ranked in a

similar hierarchy.

Also, each page of your website has its own keyword focus,

just like each position in a corporation has its own focus.

© Findability Group 201045

example:Mike’s Pet Shop

© Findability Group 201046

Pet Food Pet Supplies Dog Food Dog Collars Fish Canine Help Dog Grooming Cat Litter Bird Cages Bird Feed Pet Shampoo Leashes Grooming Supplies Dog Guides Cat Playhouses Pet Food Pet Supplies Dog Food Dog Collars Fish Canine Help Dog Grooming Cat Litter Bird Cages Bird Feed Pet Shampoo Leashes Grooming Supplies Dog Guides Cat Playhouses Pet Food Pet Supplies Dog Food Dog Collars Fish Canine Help Dog Grooming Cat Litter Bird Cages Bird Feed Pet Shampoo Leashes Grooming Supplies Dog Guides Cat Playhouses Pet Food Pet Supplies Dog Food Dog Collars Fish Canine Help Dog Grooming Cat Litter Bird Cages Bird Feed Pet Shampoo Leashes Grooming Supplies Dog Guides Cat Playhouses

Mike’s website has all different kinds of pages

Pet FoodDog Food

Special Diet Cat Food

Cat Food

Mike’s Pet Shop can OUTRANK other pet shops in the region.

With the right keywords organized in the right way,

© Findability Group 2010

© Findability Group 2010

Strong Shopping Keyword

© Findability Group 2010

winnerPet Stores Denver

Monthly search Volume: 720 Yearly Search Volume: 8,640

© Findability Group 201051

Other keywords:

dog training Denver

dog grooming Denver

pet store Denver

210 mo. 2520 yr.

590 mo. 7080 yr.

480 mo. 5760 yr.

© Findability Group 2010

it adds up.

52

210 mo. 2520 yr.

590 mo. 7080 yr.

480 mo. 5760 yr.

1,280 mo./15,360 yr.

+ +

© Findability Group 201053

What would 15,360 searches per year do for your business?

\Findability In Action

NEED A BIT MORE HELP? • FREE 15 Page SEO AUDIT with

30 Minute LASER COACHING • Heather@Findability.com OR • Give me a call 888-588-9326

• FINDABILITY HOME STUDY COURSE - FINDABILITY.COM

FINDABILITY SNAPSHOT

© Findability Group 201061

heather lutze

ceo & founder findability consulting and speaking

Heather@Findability.com 303-841-3111 (main)

303-909-6710 (cell) 888-588-9326 (toll free)

twitter: @heatherlutze facebook.com/internetmarketingspeaker

linkedin.com/in/marketingspeakerheatherlutze