In this presentation, I discuss the 14 tactics on how to increase your leads from search engines. I cover tactics related to SEO, Content, PPC, and CRO.

1. 10+ Tactics to Increase
Your B2B Leads from
Search Engines
WWW.DIRECTIVECONSULTING.COM TWITTER: @ANDREWJCHOCO

2. 88.60% more hours on your account
52.33% average increase in YoY traffic
32% average decrease in cost per acquisition
84% increase in overall lead volume
97% retention rate

3. We value thought leadership and sharing our insight and expertise with the B2B industry. As the market leader, it’s
been our passion to educate and empower the next generation of B2B search marketers.

4. Hardware
Software as a
Service (SaaS)
Location as a
Service (LaaS)
eCommerce
Cyber
Security
Manufacturing
Professional
Services
...and more!
eLearning
We have experience working specifically with
firms like yours, across multiple industries.

5. How to identify your biggest opportunities from search
Tactics for increasing your B2B leads
Case studies from our portfolio

7. Competitor Audits
● Establish top 3 competitors
● Analyze their “money pages”
● Utilize tools like SEMrush and
Moz to gain insights
● Filter keywords by
sub-domain or # of words for
content ideas
How to Identify Your Biggest
Opportunities from Search

9. Establishing Core Keywords
● 5-10 keywords driving buyer
intent
● Audit competitors to help
establish important keywords
● Perform SERP analysis to
understand the landscape
Example SERP Analysis
Sample SERP Analysis Sheet
How to Identify Your Biggest
Opportunities from Search

10. Bubble Keywords
● Low-hanging fruits
● Use SEMrush to sort by
position ranking
How to Identify Your Biggest
Opportunities from Search

11. Wildcard Tactic
● Use an underscore to find
long-tail opportunities
● You can’t make more people
search for “PPC Agency” but
you can take up more SERP
market share for related
keywords
How to Identify Your Biggest
Opportunities from Search

12. High Traffic/Low Conversion
Pages
● Utilize Google Analytics
behavior data to find content
conversion opportunities
● Google Analytics > Behavior >
Site Content > Landing Pages
How to Identify Your Biggest
Opportunities from Search

15. Ditch Brand Name - Add
CTAs on Meta Titles
● Unless you’re a huge brand,
ditch that in your meta-titles.
● Advertise something enticing:
○ Click for case studies
○ Watch free demo video
○ Start a free trial today!
● Align page to match CTA
Organic Tactics to Increase Leads

16. Add Star Schema to Display
on Organic SERP
● Social proof is HUGE in SaaS
(and B2B in general)
● Disrupt the searcher and
stand out in the SERP
Organic Tactics to Increase Leads

17. Understand Buyer’s Journey
Using AnswerThePublic
● Ranking for BOFU queries is
ideal, but sometimes is too
difficult for small DAs.
● Use AnswerThePublic to
understand questions people
are asking in the early buying
stages.
● Create content/guides and
gate or add retargeting pixels
Organic Tactics to Increase Leads

19. Gate Industry Reports / Long
Form Internal Research
● Gartner, Deloitte, etc.
● Create content aimed directly
at your target market
○ This can be industry, role,
etc.
● Gartner = 22% conversion
rate
● B2B Guide = 10.4%
conversion rate
Content Tactics to Increase Leads

20. Add CTAs To Your Content
● Use heatmap data to find the
average scroll length
● Add CTAs to all content
● Differ offer depending on
where content is in funnel
Content Tactics to Increase Leads

22. 3rd Party Directories
● Pay for rankings
● Google’s algorithm now favors
directory and 3rd party sites
○ Capterra, G2 Crowd,
Software Advice, Clutch, etc.
● Double down by advertising on
the keywords that the
directories are ranking highly
for
Paid Tactics to Increase Leads

23. Targeted Display Campaigns
● Identify websites where your
target market hangs out.
● You can target URLs, interests,
keywords (and more!) to get
your ads in front of the right
audience.
● Target influencers on YouTube
and run video ads
● Test test test!
Paid Tactics to Increase Leads

24. Funnel Adjusted Remarketing
Campaigns
● Build remarketing lists based on
pages visited
● Advertise on display and search
based on funnel warmth
● Change offering depending on
where users are in funnel
TOFU - ATS Buyer’s Guide and 40 HR Metrics to Track
MOFU - First Light Case Study and Care Mountain Case Study
BOFU: Request Demo LP
Paid Tactics to Increase Leads

25. Custom, Dedicated Landing
Pages
● Control experience from ad to
conversions
● Limited distractions
● Built to convert
● Let the user know exactly what
they’re getting (make sure it’s
worth their information!)
Paid Tactics to Increase Leads

26. Paid Campaigns for
Conferences or Trade Shows
● Specific targeting on social for a
mile radius around event
location
● Highlight your booth or room (if
you’re speaking)
● Include low friction CTA or
offering (i.e. grab a free pint
glass!)
Paid Tactics to Increase Leads

27. Low Friction Offerings
● Having a hard time converting
BOFU leads? Or not enough
volume?
● Change up your offering to
something with a little less
friction
○ Watch demo video, Get
estimate, white paper or
report
Paid Tactics to Increase Leads

29. Utilize Heat Map Data to
Understand UX
● Identify low performing core
pages (Anything under 7-8%
conversion rate)
● Add tracking software to
analyze heat maps
● See how far people are scrolling
and the average fold, and make
sure important information and
CTAs are above that.
CRO Tactics to Increase Leads

30. Pre CTA - Conversion Rate = 4.45%
Post CTA - Conversion Rate = 8.42%

31. Consistent Testing With Google
Optimize
● Google Optimize allows for A/B
testing by allowing you to edit
small things on the front end of
your site
● You can test CTA copy, images,
colors, etc.
● Send percentages of traffic to
each variant you create
● Don’t test more than one thing
at a time
CRO Tactics to Increase Leads

32. Examples of A/B testing
● Multi-step forms
● Directional cues
● Videos on page
● Forms in lightbox
● Form above the fold
● Carousels
● Testimonials vs. case studies
CRO Tactics to Increase Leads