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Paying for SEO: A Method for Increasing Lead Volume by 300%

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In the world of digital marketing, it’s essential to do quality work and generate leads at the same time. In every industry, there are plenty of opportunities to “pay to rank” for competitive keywords.

This is not in the sense of buying links or even search ads, but think of placing oneself on paid lists, review sites, and display ads that rank well for your primary keywords.

Learn actionable tips on how to execute a “pay for SEO” strategy that drives qualified leads and delivers results.

In this presentation, learn:
- How to “pay for SEO” and become more discoverable.
- The impact we’ve seen it have on businesses.
- What you can realistically expect when you try it out.

Veröffentlicht in: Marketing
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Paying for SEO: A Method for Increasing Lead Volume by 300%

  1. 1. Digital Discoverability A Method for Increasing SEO by 300% Garrett Mehrguth #SEJThinktank @gmehrguth
  2. 2. Garrett Mehrguth #SEJThinktank @gmehrguth CEO & Co-founder of Directive SEO and Demand Generation Expert B2B SaaS and Enterprise Focused
  3. 3. Poll Which option better describes your situation? a. I work with a search agency- Love them. b. I work with a search agency- Not thrilled with my results. c. I do not work with a search agency- But actively looking d. I represent an agency. e. I am a freelancer. #SEJThinktank @gmehrguth
  4. 4. How do you make yourself discoverable? #SEJThinktank @gmehrguth
  5. 5. Share of SERP Share of SERP in the practice of taking as many positions in Google as possible for your most valuable queries. #SEJThinktank @gmehrguth
  6. 6. It’s More Effective To “Supply the Demand” Than To Generate It. #SEJThinktank @gmehrguth
  7. 7. A New Approach To Search Marketing You have identified the best trade show in your industry. What would happen if you had more than one booth at a trade show? #SEJThinktank @gmehrguth
  8. 8. The Reality of SERP’s in 2019 #SEJThinktank @gmehrguth
  9. 9. B2B Search “Top ERP Software” 10 of 10 Organic listings are review sites or paid sites #SEJThinktank @gmehrguth
  10. 10. B2C Search “DC Therapists” 7 of 10 Organic listings are review sites or paid sites #SEJThinktank @gmehrguth
  11. 11. The Reality of SERP’s in 2019 61% of B2B Buyers Look To Third-Party Sources for Reviews #SEJThinktank @gmehrguth
  12. 12. The Solution Share of SERP #SEJThinktank @gmehrguth
  13. 13. #SEJThinktank @your_twitter_handle The Process of Becoming Discoverable Through Share of SERP
  14. 14. Process Overview #SEJThinktank @gmehrguth
  15. 15. 1. Analyze SERP Is my site the best answer for this query or do I need to think outside the box? #SEJThinktank @gmehrguth
  16. 16. 2. Analyze Competitive Landscape Would my target customer shop here? #SEJThinktank @gmehrguth
  17. 17. 3. Launch and Test Are paid lists outperforming paid search or organic #SEJThinktank @gmehrguth
  18. 18. 4. Measure ROI When looking at my cost per sales qualified opportunity does it make sense to re-allocate budget? #SEJThinktank @gmehrguth
  19. 19. 7 Tactics You Can Execute Next Week to Improve Your Discoverability #SEJThinktank @gmehrguth
  20. 20. 1. Analyze Competitive Landscape Would my target customer shop here? #SEJThinktank @gmehrguth
  21. 21. 1. Analyze Competitive Landscape #SEJThinktank @gmehrguth We like Instapage Split Test Everything Use DKI’s if too many Ad Groups (you should have “too many” ad groups)
  22. 22. 2. Frictionless Call to Action We see conversion rate increase by up to 300% #SEJThinktank @gmehrguth
  23. 23. 2. Frictionless Call to Action #SEJThinktank @gmehrguth Lower psychological friction Helps push prospects down the funnel How can you decrease friction next week?
  24. 24. 3. Test Ditching Your Brand Name Title tags and meta descriptions should not be primarily focused on brand #SEJThinktank @gmehrguth
  25. 25. 3. Test Ditching Your Brand Name #SEJThinktank @gmehrguth Try to get 1 top 5 result Your “brand” is in your URL If you can allude to the value they’ll get on the page you increase CTR
  26. 26. 4. Decrease Click-Through-Rates You are not everyone’s ideal solution…that’s 100% okay! #SEJThinktank @gmehrguth
  27. 27. 4. Decrease Click-Through-Rates #SEJThinktank @gmehrguth Decrease cost + increase opportunities Branded product names mean nothing to new users Clarity almost always wins when testing copy
  28. 28. 5. Double Down on Top Performing Lists Once you know a directory is working launch ads on those terms. #SEJThinktank @gmehrguth
  29. 29. 5. Double Down on Top Performing Lists #SEJThinktank @gmehrguth SEMRush > Organic Research > URL Paste URL Analyze keywords and choose which ones to build Single Keyword Ad Groups (SKAGs) around
  30. 30. Master Level Hack Bonus OHHH-YEAAA!! #SEJThinktank @gmehrguth
  31. 31. Bonus: Segment Your Product If you serve small business and enterprise, segment your product and take more market share. #SEJThinktank @gmehrguth
  32. 32. And… Back to Business #SEJThinktank @gmehrguth
  33. 33. 6. Targeted Placements via GDN Build custom display ads for targeted placements on sites ranking in the top 5. #SEJThinktank @gmehrguth
  34. 34. 6. Targeted Placements via GDN #SEJThinktank @gmehrguth Find all sites with GDN in the top 5 Build GIF ads Place in banner and sidebar for pages that rank for keywords you are targeting
  35. 35. 7. Experiment with Ad Networks That Rank #SEJThinktank @gmehrguth
  36. 36. 7. Experiment with Ad Networks That Rank #SEJThinktank @gmehrguth Add quora to SEMrush Filter by your keywords Launch ads on most relevant topics + answer questions
  37. 37. 8. Use the Wildcard to Expand #SEJThinktank @gmehrguth Ranking Well? Start talking more- Share of SERP
  38. 38. 8. Use the Wildcard to Expand #SEJThinktank @gmehrguth Search primary keywords and ads Copy primary keywords into Answer the Public Export into CSV Prioritize via Moz Keyword Explorer: Volume, Difficulty, Brand fit
  39. 39. 8. Use the Wildcard to Expand #SEJThinktank @gmehrguth The average CPO from 3rd party sites is about $3,293 lower than Adwords, which comes out to be a 230% difference between the two.
  40. 40. You Deserve to be Discovered When Your Ideal Customer Searches #SEJThinktank @gmehrguth
  41. 41. #SEJThinktank @gmehrguth
  42. 42. We focus our efforts on comprehensive search marketing for ROI – driven B2B and enterprise firms. #SEJThinktank @gmehrguth Contact Us Get in touch with our team of search marketing experts to discuss your current efforts. sales@directiveconsulting.com | (949) 214-4024

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