demystifying seo for business leaders with heather lutze
TRANSCRIPT
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 • [email protected] 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
[email protected] 303-841-3111 (main)
303-909-6710 (cell) 888-588-9326 (toll free)
twitter: @heatherlutze facebook.com/internetmarketingspeaker
linkedin.com/in/marketingspeakerheatherlutze