As B2B search marketers, we are judged not only by the quality of our work; but also, the MQLs we generate. It's no longer enough to be one of 10 results (or even in the top 3!). In the PPT, I discuss Share of SERP, why you need to be aware of it, and how it is critical for your B2B search success in 2017. It is time to think about how many SERP positions one can take to maximize organic reach and drive leads throughout Google's entire search engine results page.

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Winning At Organic Search By
Taking SERP Market Share

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Why You Need to Start
Thinking About Share of
SERP

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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?

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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

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B2C SERP
“DC Therapists”
The Reality of SERP’s in 2017
7 of 10
Organic listings
are review sites
or paid lists

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B2B SERP
“MES Software”
The Reality of SERP’s in 2017
2 of 10
Organic listings
are review sites
or paid lists

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Share of
SERP
The Solution

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The Process for Taking
Organic Share of SERP

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

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Step 2: Analyze Competitive Landscape
Would my target
customer shop here?

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Step 3: Launch and Measure ROI
Are paid lists
outperforming paid
search or organic?

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The Reality
61% of B2B Buyers Look To Third-Party
Sources for Reviews

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6+ Tactics You Can
Execute Next Week to
Improve your Share of
SERP

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Tactic #1: Increase CTR
Ditch your
brand name if
you aren’t the
BIGGEST.

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Tactic #2: Custom Landing Pages
User Should
Recognize
Where They
Came From

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Tactic #3: Targeted Placements via GDN
Build Custom
Display Ads for
Targeted
Placements

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Tactic #4: JSON for Stars
Increasing CTR
by 3% Can
Improve
Ranking By 1
Position
@larrykim

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Tactic #5: Be Active On Industry Forums
Awareness has
value when it’s
along the buyer
journey

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Tactic #6: Early Stage Buyers
Use Answer
The Public To
Understand The
Buyer Journey

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Tactic #7: Use the Wildcard _
Ranking well?
Start taking
Share of SERP

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Tactic #8: Launch a Glossary
Go after
featured
snippets with
definitions and
a glossary.

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THANK YOU!
SEE YOU AT THE NEXT #SMX