akin tosyali of grainger #sejsummit: integrating seo & content marketing
TRANSCRIPT
#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