Post on 21-Apr-2017
transcript
#SMX #33A2 @gmehrguth
Winning At Organic Search By Taking SERP Market
Share
#SMX #33A2 @gmehrguth
Why You Need to Start Thinking About
Share of SERP
#SMX #33A2 @gmehrguth
Share of SERP is the practice of taking as many positions in Google’s SERP as possible for your most valuable queries because it’s more cost effective to “supply the demand” than to generate it.
Share of SERP?
#SMX #33A2 @gmehrguth
You have identified the best trade show in your industry.
What would happen if you had more than one booth at a trade show?
A New Approach To Search Marketing
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B2C SERP“DC Therapists”
The Reality of SERP’s in 2017
7 of 10Organic listings are review sites or paid lists
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B2B SERP“MES Software”
The Reality of SERP’s in 2017
2 of 10Organic listings are review sites or paid lists
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Share of SERP
The Solution
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The Process for Taking Organic Share
of SERP
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Step 1: Analyze SERP
Is my site the best answer for this query or do I need to think outside the box?
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Step 2: Analyze Competitive Landscape
Would my target customer shop here?
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Step 3: Launch and Measure ROI
Are paid lists outperforming paid search or organic?
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The Reality61% of B2B Buyers Look To Third-Party
Sources for Reviews
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6+ Tactics You Can Execute Next Week
to Improve your Share of SERP
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Tactic #1: Increase CTR
Ditch your brand name if you aren’t the BIGGEST.
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Tactic #2: Custom Landing Pages
User Should Recognize Where They Came From
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Tactic #3: Targeted Placements via GDN
Build Custom Display Ads for Targeted Placements
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Tactic #4: JSON for Stars
Increasing CTR by 3% Can Improve Ranking By 1 Position@larrykim
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Tactic #5: Be Active On Industry Forums
Awareness has value when it’s along the buyer journey
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Tactic #6: Early Stage Buyers
Use Answer The Public To Understand The Buyer Journey
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Tactic #7: Use the Wildcard _
Ranking well?
Start taking Share of SERP
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Tactic #8: Launch a Glossary
Go after featured snippets with definitions and a glossary.
#SMX #33A2 @gmehrguthLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX