winning at organic search by taking share of serp

#SMX #XXA @gmehrguth

Winning At Organic Search By Taking SERP Market

Share


Why You Need to Start Thinking About

Share of SERP


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?


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


B2C SERP“DC Therapists”

The Reality of SERP’s in 2017

7 of 10Organic listings are review sites or paid lists


B2B SERP“MES Software”

The Reality of SERP’s in 2017

2 of 10Organic listings are review sites or paid lists


Share of SERP

The Solution


The Process for Taking Organic Share

of SERP


Step 1: Analyze SERP

Is my site the best answer for this query or do I need to think outside the box?


Step 2: Analyze Competitive Landscape

Would my target customer shop here?


Step 3: Launch and Measure ROI

Are paid lists outperforming paid search or organic?


The Reality61% of B2B Buyers Look To Third-Party

Sources for Reviews


6+ Tactics You Can Execute Next Week

to Improve your Share of SERP


Tactic #1: Increase CTR

Ditch your brand name if you aren’t the BIGGEST.


Tactic #2: Custom Landing Pages

User Should Recognize Where They Came From


Tactic #3: Targeted Placements via GDN

Build Custom Display Ads for Targeted Placements


Tactic #4: JSON for Stars

Increasing CTR by 3% Can Improve Ranking By 1 Position@larrykim


Tactic #5: Be Active On Industry Forums

Awareness has value when it’s along the buyer journey


Tactic #6: Early Stage Buyers

Use Answer The Public To Understand The Buyer Journey


Tactic #7: Use the Wildcard _

Ranking well?

Start taking Share of SERP


Tactic #8: Launch a Glossary

Go after featured snippets with definitions and a glossary.

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