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.

1. Digital Discoverability
A Method for Increasing
SEO by 300%
Garrett Mehrguth
#SEJThinktank
@gmehrguth

2. Garrett Mehrguth
#SEJThinktank
@gmehrguth
CEO & Co-founder of Directive
SEO and Demand Generation Expert
B2B SaaS and Enterprise Focused

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. How do you make
yourself discoverable?
#SEJThinktank
@gmehrguth

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. It’s More Effective To
“Supply the Demand”
Than To Generate It.
#SEJThinktank
@gmehrguth

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. The Reality of SERP’s in 2019
#SEJThinktank
@gmehrguth

9. B2B Search “Top ERP Software”
10 of 10 Organic listings are
review sites or paid sites
#SEJThinktank
@gmehrguth

10. B2C Search “DC Therapists”
7 of 10 Organic listings are
review sites or paid sites
#SEJThinktank
@gmehrguth

11. The Reality of SERP’s in 2019
61% of B2B Buyers Look To Third-Party Sources for Reviews
#SEJThinktank
@gmehrguth

12. The Solution
Share of SERP
#SEJThinktank
@gmehrguth

13. #SEJThinktank
@your_twitter_handle
The Process of Becoming
Discoverable
Through Share of SERP

14. Process Overview
#SEJThinktank
@gmehrguth

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. 2. Analyze Competitive Landscape
Would my target customer
shop here?
#SEJThinktank
@gmehrguth

17. 3. Launch and Test
Are paid lists outperforming paid
search or organic
#SEJThinktank
@gmehrguth

18. 4. Measure ROI
When looking at my cost per
sales qualified opportunity does
it make sense to re-allocate
budget?
#SEJThinktank
@gmehrguth

19. 7 Tactics You Can Execute
Next Week to Improve Your
Discoverability
#SEJThinktank
@gmehrguth

20. 1. Analyze Competitive Landscape
Would my target customer
shop here?
#SEJThinktank
@gmehrguth

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. 2. Frictionless Call to Action
We see conversion rate
increase by up to 300%
#SEJThinktank
@gmehrguth

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. 3. Test Ditching Your Brand Name
Title tags and meta
descriptions should not
be primarily focused on brand
#SEJThinktank
@gmehrguth

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. 4. Decrease Click-Through-Rates
You are not everyone’s ideal
solution…that’s 100% okay!
#SEJThinktank
@gmehrguth

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. 5. Double Down on Top Performing Lists
Once you know a directory
is working launch ads on
those terms.
#SEJThinktank
@gmehrguth

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. Master Level Hack
Bonus
OHHH-YEAAA!!
#SEJThinktank
@gmehrguth

31. Bonus: Segment Your Product
If you serve small business
and enterprise, segment your
product and take more
market share.
#SEJThinktank
@gmehrguth

32. And…
Back to Business
#SEJThinktank
@gmehrguth

33. 6. Targeted Placements via GDN
Build custom display ads for
targeted placements on sites
ranking in the top 5.
#SEJThinktank
@gmehrguth

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. 7. Experiment with Ad Networks That Rank
#SEJThinktank
@gmehrguth

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. 8. Use the Wildcard to Expand
#SEJThinktank
@gmehrguth
Ranking Well?
Start talking more-
Share of SERP

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. 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. You Deserve to be
Discovered When Your
Ideal Customer Searches
#SEJThinktank
@gmehrguth

41. #SEJThinktank
@gmehrguth

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