As marketers, we are judged not only by the quality of our work; but also, the leads we generate. Managers and clients do not like to wait for these leads either. Fortunately, in every industry there are plenty of opportunities to "pay to rank" for competitive keywords. Not in the sense of buying links or even search ads, but in the sense of placing oneself on paid lists, review sites, and GDN placements that rank well for your primary keywords. In this session, we will walk through how to “pay for SEO”, the impact we’ve seen it have on businesses, and what you can realistically expect.

1. “Paying for SEO”:
A Method For Increasing Lead
Volume By Over 300%
Garrett Mehrguth
CEO and Co-Founder at Directive Consulting
@gmehrguth

2. Have You Heard About
Share of SERP Yet?
@gmehrguth

3. Share of SERP?
Share of SERP is the practice of
taking as many positions in
Google as possible for your most
valuable queries.

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

5. 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?

6. The Reality
of SERP’s
in 2018

7. The Reality
of SERP’s
in 2018
B2C Search
“DC Therapists”
7 of 10 Organic
listings are review
sites or paid lists

8. The Reality
of SERP’s
in 2018
B2B Search
“Top ERP
Software”
10 of 10 Organic
listings are review
sites or paid lists

9. The Reality
of SERP’s
in 2018
61% of B2B Buyers Look To Third-Party Sources for
Reviews

10. The Solution
Share of SERP

11. The Process for Taking
Share of SERP
@gmehrguth

12. 1 2 3 4
Process Overview
Analyze SERP Analyze Competitive
Landscape
Launch and Test Measure ROI

13. Analyze SERP
Is my site the best answer
for this query or do I need
to think outside the box?
1

14. Analyze Competitive
Landscape
Would my target customer
shop here?
2

15. 3
Launch and Test
Are paid lists outperforming
paid search or organic?

16. Measure ROI
When looking at my cost
per sales qualified
opportunity does it make
sense to re-allocate
budget?
4

17. 7 Tactics You Can Execute
Next Week to Improve Your
Share of SERP
@gmehrguth

18. Custom Landing
Pages
You need to be able to
control the landing page
experience across every
channel.
1

19. We like
Unbounce
1
Split test everything
Use DKI’s if too many Ad
Groups (you should have
“too many” ad groups)

20. Free Demo Video
We see conversion rate
increases by up to 300%.
2

21. 1
Lower psychological friction
Helps push prospects
down the funnel
How can you decrease
friction next week?

22. Increase CTR
Ditch your brand name if you
aren’t the BIGGEST.
3

23. 1
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

24. Targeted Placements
via GDN
Build custom display ads for
targeted placements
4

25. Find all sites with GDN
1
Build GIF ads
Place in banner and
sidebar for pages that rank
for keywords you are
targeting

26. Experiment with Ad
Networks That Rank
5

27. Add quora to SEMrush
1
Filter by your keywords
Launch ads on most relevant
topics + answer questions

28. Use the Wildcard to
Expand
Ranking Well? Start taking
more Share of SERP
6

29. 1
Export into CSV
Prioritize via Moz Keyword
Explorer: Volume, Difficulty,
Brand Fit
Copy primary keywords into
Answer the Public
Search primary keywords
and add

30. Double Down on
Top Performing Lists
Once you know a
directory is working
launch ads on those terms
7

31. SEMRush > Organic Research > URL
1
Paste URL
Analyze Keywords and choose
which ones to build Single
Keyword Ad Groups (SKAGs)
around

32. The Time for Taking
Share of SERP Is Now
@gmehrguth

33. 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.
**based on the last 6 months (Nov. '17 - Apr. '18)**
3rd Party Sites
Adwords
$1,434
$4,727

34. @gmehrguth
Thank You!