More often than not, marketers jump into SEO without being fully prepared. Although it is easy to do, it could eventually have harmful effects on the business. In this interview with WebProNews, Heather Lutze, the Director/Owner of the Findability Group and the author of The Findability Formula, explains how marketers need to understand the foundation for setting up an effective search marketing plan in order to have maximum findability.

As she discusses, there are many dangers with jumping into search. For starters, the technicalities can quickly overwhelm people. Search efforts are also often isolated to one division, such as PPC. As a result, businesses could end up missing out on a lot of benefits they could be receiving from search. Another danger is that many marketers think they know what their searchers want, when they actually do not.

“Don’t stand in judgment of your own search, let your searchers tell you what they want,” says Lutze.

She goes on to point out that marketers need to focus on all 3 areas of search. These areas are PPC, SEO, and Social Media. She says if a business really wants to be findable, it needs to be where users expect it to be. Since it’s difficult to know where the users are, she advises being present in all 3 areas.

By utilizing these 3 components, businesses can develop a consistent message across all its channels, which will increase their chances of being findable.

Are you getting the maximum findability out of search?