How to Determine a Search Marketing Tech Stack That Works — Garrett Mehrguth // Directive (copy)

About the speaker

Garrett Mehrguth

Directive

- Directive

Garrett Mehrguth is the co-founder and Chief Executive Officer of Directive, a leading enterprise search marketing agency headquartered in Austin, TX.nnSince its establishment in 2014, Mehrguth has led Directive in its expansion of five new locations, starting from Orange County, to Los Angeles, San Francisco, New York City, Austin, and London. Directive’s year-over-year growth rate has increased by 300 percent, and in 2019, Directive ranked in the top 500 in the Inc. 5000 fastest-growing companies in the U.S.

Show Notes

  • ? 01:56
    Figuring out the right technology to be an effective SEO
    ? 04:08 -Rule of thumb for what you should be putting in the technology

Quotes

  • “It all depends on your goal. If you have a B2B product, you got a segmented audience and lets say you have sales development what I am going to do with marketing is be different than if I am running a low-cost B2C SaaS company with self-onboarding and really high volume of clients.” -Garrett

  • “So obviously the tech stack is going to change depending on what businesses you are trying to reach. I think there are some categories when youre a startup, an SMB type business, your goals are most of the time, the same.” -Ben

  • “For content, we are using a tool called Content Harmonyand Clearscope. Both of these help you with content briefs and topic analysis and what keywords you need to put in if you want to rank. They do a really good job of natural language processing.” -Garrett

  • “On the technical side, I like Sitebulband Screaming Frog, both are great for crawling yoursite and getting those insights.” -Garret

  • “In other words, none of these software tools do the SEO and so you dont have the time to execute. Youre probably better off getting an agency, so you dont have to have agency, PPC and software because the agency should have the software already included.” -Garrett

  • “To me, thats really the point of differentiation. If youre at an early stage company and youre trying to solve individual problems and youre just getting your strategy up and running, the point solutions are fine. You dont need your data to be all in one platform.” -Ben

  • “When you start to scale and youre doing more sophisticated work and youre really trying to focus on SEO strategies and maybe when you actually have someone on your team who is going to be dedicated towards SEO and marketing, having a platform that has data that can be tracked across all of your efforts is important.” -Ben

  • “When you are looking at some of the enterprise solutions, what you really need is not just a platform. You need a platform and you need some operators to help you manage it and thatis where you get into either the Searchmetrics, Conductor, and Brightedges of the world of you start working with one of the toolkits and you hire an agency to start doing it for you.” -Ben

  • “LinkedIn Sales Navigator is massive for us and its a really helpful way to understand your audience and to do outbound sales. What we like to do is have a central hub to organize that information and were using Hubspot.” -Garrett

  • “You can invest and invest in technology but if you dont have time to optimize what you are doing based on the data that you are collecting, none of that technology actually matters.” -Ben

About the speaker

Garrett Mehrguth

Directive

- Directive

Garrett Mehrguth is the co-founder and Chief Executive Officer of Directive, a leading enterprise search marketing agency headquartered in Austin, TX.nnSince its establishment in 2014, Mehrguth has led Directive in its expansion of five new locations, starting from Orange County, to Los Angeles, San Francisco, New York City, Austin, and London. Directive’s year-over-year growth rate has increased by 300 percent, and in 2019, Directive ranked in the top 500 in the Inc. 5000 fastest-growing companies in the U.S.

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