Heather Lutze pours out her knowledge of how to be found on the Internet in the book The Findability Formula. This unique formula is Lutze’s guide to search engine marketing. Heather has ten years of management experience in the field and is the owner of Lutze Consulting. The findability Formula is a step-by-step guide to how to maximize a company’s pay-per-click marketing. It also is a guide to search engine optimization.
In the first part of the book Lutze starts out with the basic aspects of search engine optimization. She explains some basic definitions like what exactly findability is. Then Heather goes into what search engines are and how they operate. The difference between a natural search and paid placement is gone over in detail. She wants to make sure that the reader really knows what the difference between the two is. Google, Yahoo!, and MSN are all covered as well.
The next couple of chapters dive into what exactly a person needs to do before they start their online marketing. Good clicks and bad clicks are differentiated. Then the meat of what Lutze’s book is hit. How people search and what they search for is laid out. She explains what her take on the average persons “buying cycle’ is. And it is pretty basic and makes perfect since. There are three stages according to Heather and they are the information, shopping and purchasing stages.
In the fourth chapter Lutze gets into the finer aspects of what she means. She starts off with the “keyword trail”. In this chapter, like the book, she has the reader think in the big picture and then narrows it down. She wants the reader to think about what they would type into a search engine to find their product. If the reader sells Nike Air Jordans then they don’t want to pay for bees wax as a keyword. Shoes are even too broad for Lutze. Heather explains that the keywords get more expensive the broader the keyword and with less turnover rate. She suggests using the keyword Nike Air Jordans, because it is narrow and will cost less with a bonus of a high turnover rate.
Throughout the chapters Lutze is constantly tying her three stages of purchasing into the book. The three stages of information, shopping and purchasing require three very different ways to go about the keywords. The information stage is the stage where broad words are needed. This stage is where the customer is just gathering information about what product they want and the perks and flaws it has. The shopping stage is where the customer will use about three words and it is a little more specific, like Nike Air Jordans. The customer knows what they want and are just looking around for the best price or service. Then in the purchasing stage the customer has their credit card out and is just looking for exactly what they want, at what price and what service they want with it.
Lutze goes into a lot of detail about what exactly the reader can do to get the most out of the three stages. She dives into geographic modifiers, time restraints, how to get the most out the keywords and what to do after the marketing is up and going. Heather even goes into step-by-step ways of how to do things on her favorite web site.
I thought that this book was a great starter. Lutze goes into great detail and takes the reader through the whole process. It was nice that she didn’t assume that the reader knew anything. She also did a great job of explaining exactly why she is telling you to do something. Her main goal is to let the reader have a good overview so they can do it themselves or at least have a good idea so that they can have input into their search engine campaign. Lutze also emphasizes knowing your customer and what they are going through.
The only downside of the book is that it is a little repetitious. She will explain things over and over a bit to remind you how the aspect is relevant to the new subject. But this is the pain that is minimal and bearable to learn Lutze’s style. But all and all a good book that I recommend for beginners.