Why Your Website Won’t Rank This Year
Today, 79% of bottom-of-funnel queries in the top 3 results on the search engine results page are third-party review sites. There has been a seismic shift in how websites can be discovered that performance marketers must be aware of.
The reality is, at the bottom of the funnel, if you search a popular keyword like “top ERP software” you’ll find that even billion-dollar companies struggle to rank their actual website.
For UnGagged NYC 2020, I’d like to tactically break down how you can better position your brand to be discovered on the modern-day search engine.
Enter the Yelp and Amazon effect. Third-party review sites are taking a large portion of real estate on the first page of Google for your purchase-related keywords. In fact, about 80% of all results pages are review or comparison sites compared to 10% of which are now individually-branded websites. Google is understanding that users want to look at peer insights that they can trust (review sites) over company websites and blog articles.
So, how can you, as innovative performance marketers, recognize these factors and position your brand to be discovered to drive leads, opportunities, deals, and revenue?
When a potential customer comes to you from one of these third-party review sites (Capterra, G2, etc.), especially in the SaaS space, you have a 230% lower cost-per-demo than anywhere else, especially Google Ads.
Google Ads has a 3-5% click-through-rate (CTR), but the number one organic result on the search engine results page has a 30-40% CTR. In other words, you can get more volume as a marketer by leveraging your brand to be discovered by going to these third-party review sites.
I’m going to give you various tactics to position your brand first, not your website, to receive the most growth.
- Learn how to use third-party sources at the bottom of the funnel to ensure your customers find you as they search the web.
- Comprehend what to measure when focusing on brand discoverability and why.
- Understand specific tactics to earn 5 million impressions every month, for less than one 1k.
Where is it?
UnGagged New York 2020 is taking place at Convene at 32 Old Slip. The space is state of the art and fitted for every amenity imaginable for a couple of days of learning. And if that wasn’t enough, Convene 32 Old Slip has a first class team ready to assist your every need. See you in the heart of New York!
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