The Findability Formula (PDF)

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