Paid Search: Shelf Space Theory

Hey folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. Today we’re going to talk about shelf space theory.

Ken Robbins, the president of Response Mine, where I used to work, used to always say this: “It’s like you walk into a grocery store. You go down the cereal isle, and there you have all these different cereals. Unbeknownst to you, yes, they look like all these different cereals, but half of them are owned by General Mills.” That’s Shelf Space Theory in the grocery store.

Now let’s talk about that as it relates to the search page. So, the anatomy of the search page, as you know, is that on the left hand side you have all these natural search listings. Across the top and on the right you have the paid listings. The simplest form of shelf spacing is when you know the particular term is very profitable for you, and you’ve been running it in paid search. Now you’re going to optimize for it in SEO, so you have two spaces there on the page. What we’re talking about is taking up more and more screen real estate.

There are more things you can do to improve and get more and more shelf space. Things like down lining deals to affiliates. There’s a whole variety of different ways.

So shelf space theory is that if you have a particularly good pot of gold, mine it more aggressively.

Again, my name is Charles Lumpkin, and you can find more of me at Thank you.

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