#SEJSummit@tosyali

3 Takeaways1. Show how SEO can listen to customers2. Quantify the possibility in terms of visits and

revenue3. Get a seat at the monthly content calendaring

table

#SEJSummit@tosyali

• 17 years in Digital Marketing• Managing PPC, Display, SEO, Email, Affiliate

channels• Team of 22• Previously in Agency side (DSW, Comcast, Penske, Office

Depot, Sanofi)

#SEJSummit@tosyali

• Grainger• #11th Largest ecommerce site• Over $3B in online sales• B2B, selling industrial supplies (Safety,

Operations, Maintenance)• 25,000 Employees• 300 Branches

#SEJSummit@tosyali

Our content strategy is evolving

#SEJSummit@tosyali

In the past: Articles tend to be created by folks that made the most number of requests

To: articles created based on what customers we searching on

#SEJSummit@tosyali

How the SEO team approached the topic

#SEJSummit@tosyali

Customer

Google Search Grainger Site

Found what they are looking for

Did NOT what they are looking for

Create a list of queries that seem like they do not have a matching content

#SEJSummit@tosyali

Content Audit

#SEJSummit@tosyali

Execute a Content Audit -Initial study, for benchmarking-Monthly Updates

Quantify the value and priority:1. What is the Search Volume2. Competitiveness3. Current Rank4. LOE on current page

Formula: 1x2x3x4 =Value/ Priority

#SEJSummit@tosyali

What we put in place to move the needle

#SEJSummit@tosyali

1. Content analysis1. Duplicate/Redundant Content2. Internal Linking, Cross Linking, Authority3. Gap analysis

2. Lunch and learn to familiarize content writers on SEO1. Actual rankings of a page2. What can be improved 3. Check List

#SEJSummit@tosyali

3. Quantify Estimate the $ amount to gain by improving the current

rank from current position to higher position

4. EngageSeat at the table for the bi-weekly content meeting to share what our customers are searching for online

and where the gaps are

#SEJSummit@tosyali

Results

#SEJSummit@tosyali

Results:• ~35% increase of

monthly SEO traffic on these newly created article pages

• 50% better bounce rate

• Significant lift in revenue

#SEJSummit@tosyali

3 Takeaways1. Show how SEO can listen to customers2. Quantify the possibility in terms of visits and

revenue3. Get a seat at the monthly content calendaring

table

#SEJSummit@tosyali

Thank You!Akin Tosyali

Director, Digital Marketing , Grainger

@tosyali