#SMX  #12a @casieg

Content,  Keyword  Research  &  The  Art  Of  Audience  Engagement

CREATING  A  CUSTOMER-­CENTRIC  KEYWORD  STRATEGY

#SMX  #12a @casieg

• Director of Online Marketing at KoMarketing, a B2B Online Marketing firm in Boston, MA.

• In the online marketing industry for over 10 years, working on both the agency side and in-house.

• Responsible for developing and implementing strategies for both small businesses and Fortune 500 companies.

• Connect with her on Twitter @casieg.

ABOUT CASIE:

#SMX  #12a @casieg

Sometimes it feels as if this has become search….

#SMX  #12a @casieg

50% OF SEARCH QUERIES ARE FOUR WORDS OR LONGER

#SMX  #12a @casieg

27% OF SEARCH QUERIES ARE

QUESTIONS

#SMX  #12a @casieg

70% GROWTH IN YOUTUBE

HOW-TO SEARCHES

#SMX  #12a @casieg

AVG VOICE SEARCH QUERY

5-6 KEYWORDS

#SMX  #12a @casieg

People are also searching other places…they are asking their networks for advice.

#SMX  #12a @casieg

This also applies to B2B. People are looking for services and solutions via social.

#SMX  #12a @casieg

They are looking at forums. These forums are showing up in search results.

#SMX  #12a @casieg

Why are these people so happy? We gave them what they’re looking for.

#SMX  #12a @casieg

? WHERE

#SMX  #12a @casieg

Your referral data can be invaluable in learning how people talk about you. See what these references are saying and what keywords they’re using to describe you.

#SMX  #12a @casieg

Unbiased reviews offer another view into your products and industry. How are these sites and the actual reviewers describing you?

#SMX  #12a @casieg

The same thing applies to forums. These are a direct look at what customers are asking.

#SMX  #12a @casieg

How many people actually look at social media when doing keyword research? Start now. This is a real-time look into your brand, industry, competitors and more.

#SMX  #12a @casieg

TALK TO CUSTOMER

SUPPORT

#SMX  #12a @casieg

FAQFox will show you questions people are actually asking in search & on reddit.

#SMX  #12a @casieg

SERPStat is another tool that will give you suggested search queries.

#SMX  #12a @casieg

#SMX  #12a @casieg

* CASE STUDY

#SMX  #12a @casieg

#SMX  #12a @casieg

CABINETS

INDUSTRIALCABINETS

201520142013

50% INCREASE IN ORGANIC TRAFFIC

#SMX  #12a @casieg

CABINETS

INDUSTRIALCABINETS

201520142013

50% INCREASE IN ORGANIC CONVERSIONS

#SMX  #12a @casieg

#SMX  #12a @casieg

THERE’S A DISCONNECT

#SMX  #12a @casieg

Before we start creating our content, we have to understand the search result.

#SMX  #12a @casieg

SEMRush can give you a live look at search results and help you understand search intent.

#SMX  #12a @casieg

Look at what’s already working for you. Use your own data!

#SMX  #12a @casieg

#SMX  #12a @casieg

#SMX  #12a @casieg

#SMX  #12a @casieg

* CASE STUDY

#SMX  #12a @casieg

#SMX  #12a @casieg

#SMX  #12a @casieg

NEW CONTENT

MONTH 3MONTH 2MONTH 1

53% INCREASE IN ORGANIC TRAFFIC

#SMX  #12a @casieg

***

KEYWORDS VS. PHRASES

KNOW YOUR CUSTOMER

GIVE THEM THE ANSWERS

#SMX  #12a @casieg

THANK  YOU!SEE  YOU  @SMX  WEST

SAN  JOSE,  CAMARCH  1-­3,  2016