SEO and content marketing shouldn’t be an either-or game. Working together, these two strategies become the killer recipe your brand needs to succeed. Using real-life examples from his experience at Grainger, Akin will walk us through how his team implemented a data-driven SEO strategy into their digital content process to give their customers what they want.

2. #SEJSummit
@tosyali
3 Takeaways
1. Show how SEO can listen to customers
2. Quantify the possibility in terms of visits and
revenue
3. Get a seat at the monthly content calendaring
table

3. #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)

4. #SEJSummit
@tosyali
• Grainger
• #11th Largest ecommerce site
• Over $3B in online sales
• B2B, selling industrial supplies (Safety,
Operations, Maintenance)
• 25,000 Employees
• 300 Branches

5. #SEJSummit
@tosyali
Our content strategy
is evolving

6. #SEJSummit
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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

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How the SEO team
approached the
topic

8. #SEJSummit
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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

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Content Audit

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Execute a Content Audit
-Initial study, for benchmarking
-Monthly Updates
Quantify the value and priority:
1. What is the Search Volume
2. Competitiveness
3. Current Rank
4. LOE on current page
Formula: 1x2x3x4 =Value/ Priority

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What we put in place
to move the needle

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1. Content analysis
1. Duplicate/Redundant Content
2. Internal Linking, Cross Linking, Authority
3. Gap analysis
2. Lunch and learn to familiarize content
writers on SEO
1. Actual rankings of a page
2. What can be improved
3. Check List

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3. Quantify
Estimate the $ amount to gain by improving the current rank
from current position to higher position
4. Engage
Seat at the table for the bi-weekly content meeting to
share what our customers are searching for online and
where the gaps are

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Results

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Results:
• ~35% increase of
monthly SEO traffic
on these newly
created article pages
• 50% better bounce
rate
• Significant lift in
revenue

16. #SEJSummit
@tosyali
3 Takeaways
1. Show how SEO can listen to customers
2. Quantify the possibility in terms of visits and
revenue
3. Get a seat at the monthly content calendaring
table

17. #SEJSummit
@tosyali
Thank You!
Akin Tosyali
Director, Digital Marketing , Grainger
@tosyali