Creating a Customer Centric Keyword Strategy | SMX East 2015
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Transcript of Creating a Customer Centric Keyword Strategy | SMX East 2015
#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….
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50% OF SEARCH QUERIES ARE FOUR WORDS OR LONGER
#SMX #12a @casieg
27% OF SEARCH QUERIES ARE
QUESTIONS
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70% GROWTH IN YOUTUBE
HOW-TO SEARCHES
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AVG VOICE SEARCH QUERY
5-6 KEYWORDS
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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
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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.
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TALK TO CUSTOMER
SUPPORT
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FAQFox will show you questions people are actually asking in search & on reddit.
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SERPStat is another tool that will give you suggested search queries.
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* CASE STUDY
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CABINETS
INDUSTRIALCABINETS
201520142013
50% INCREASE IN ORGANIC TRAFFIC
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CABINETS
INDUSTRIALCABINETS
201520142013
50% INCREASE IN ORGANIC CONVERSIONS
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#SMX #12a @casieg
THERE’S A DISCONNECT
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Before we start creating our content, we have to understand the search result.
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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
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#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