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#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 onlin...
#SMX #12a @casieg
#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
#SMX #12a @casieg
#SMX #12a @casieg
#SMX #12a @casieg
#SMX #12a @casieg
WHERE
#SMX #12a @casieg
#SMX #12a @casieg
#SMX #12a @casieg
#SMX #12a @casieg
#SMX #12a @casieg
TALK TO CUSTOMER
SUPPOR
T
#SMX #12a @casieg
#SMX #12a @casieg
#SMX #12a @casieg
#SMX #12a @casieg
CASE
STUDY
#SMX #12a @casieg
#SMX #12a @casieg
CABINETS
INDUSTRIAL
CABINETS
201520142013
50% INCREASE IN ORGANIC
TRAFFIC
#SMX #12a @casieg
CABINETS
INDUSTRIAL
CABINETS
201520142013
50% INCREASE IN ORGANIC CONVERSIONS
#SMX #12a @casieg
#SMX #12a @casieg
THERE’S A
DISCONNECT
#SMX #12a @casieg
#SMX #12a @casieg
#SMX #12a @casieg
#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, CA
MARCH 1-3, 2016
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Creating a Customer-Centric Keyword Strategy By Casie Gillette

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Content, Keyword Research & The Art Of Audience Engagement - Given by Casie Gillette, @casieg, Director of Online Marketing - KoMarketing. #SMX #12A

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Creating a Customer-Centric Keyword Strategy By Casie Gillette

  1. 1. #SMX #12a @casieg Content, Keyword Research & The Art Of Audience Engagement CREATING A CUSTOMER-CENTRIC KEYWORD STRATEGY
  2. 2. #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:
  3. 3. #SMX #12a @casieg
  4. 4. #SMX #12a @casieg 50% OF SEARCH QUERIES ARE FOUR WORDS OR LONGER
  5. 5. #SMX #12a @casieg 27% OF SEARCH QUERIES ARE QUESTIONS
  6. 6. #SMX #12a @casieg 70% GROWTH IN YOUTUBE HOW-TO SEARCHES
  7. 7. #SMX #12a @casieg AVG VOICE SEARCH QUERY 5-6 KEYWORDS
  8. 8. #SMX #12a @casieg
  9. 9. #SMX #12a @casieg
  10. 10. #SMX #12a @casieg
  11. 11. #SMX #12a @casieg
  12. 12. #SMX #12a @casieg WHERE
  13. 13. #SMX #12a @casieg
  14. 14. #SMX #12a @casieg
  15. 15. #SMX #12a @casieg
  16. 16. #SMX #12a @casieg
  17. 17. #SMX #12a @casieg TALK TO CUSTOMER SUPPOR T
  18. 18. #SMX #12a @casieg
  19. 19. #SMX #12a @casieg
  20. 20. #SMX #12a @casieg
  21. 21. #SMX #12a @casieg CASE STUDY
  22. 22. #SMX #12a @casieg
  23. 23. #SMX #12a @casieg CABINETS INDUSTRIAL CABINETS 201520142013 50% INCREASE IN ORGANIC TRAFFIC
  24. 24. #SMX #12a @casieg CABINETS INDUSTRIAL CABINETS 201520142013 50% INCREASE IN ORGANIC CONVERSIONS
  25. 25. #SMX #12a @casieg
  26. 26. #SMX #12a @casieg THERE’S A DISCONNECT
  27. 27. #SMX #12a @casieg
  28. 28. #SMX #12a @casieg
  29. 29. #SMX #12a @casieg
  30. 30. #SMX #12a @casieg
  31. 31. #SMX #12a @casieg
  32. 32. #SMX #12a @casieg
  33. 33. #SMX #12a @casieg CASE STUDY
  34. 34. #SMX #12a @casieg
  35. 35. #SMX #12a @casieg
  36. 36. #SMX #12a @casieg NEW CONTENT MONTH 3MONTH 2MONTH 1 53% INCREASE IN ORGANIC TRAFFIC
  37. 37. #SMX #12a @casieg * * * KEYWORDS VS. PHRASES KNOW YOUR CUSTOMER GIVE THEM THE ANSWERS
  38. 38. #SMX #12a @casieg THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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