Online Marketing Examples

Please view my online marketing examples that serve as mini case studies. The following provides you with a small view into what I can do for you. Realizing the strategy, creativity, and my vision for results is what I hope you gain from reading.

#1 – Informational Key Term Opportunity

Objective:

Find a relevant informational key term for client to rank on first page of results. An ‘informational key term’ is one that may address a question or assumes the searcher has an informational versus commercial intent. They don’t want to buy. They want to know something.

If you search for an informational term in a search engine like Google, you won’t see ads for services or products as organic results. You’ll find blog posts and web pages that answer the assumed question or informational key term.

So while a potential buyer may eventually search for a commercial term (“black shoes”), their interest in the product may lead to related questions and concerns (“how to break in shoes that rub your heel”) that online marketing views as an informational query or key term.

Strategy and Action:

This client specializes in sales recruiting, so sales managers are among the target audience.

I thought it’s strategic to rank for a term like, “sales team names,” an informational key term. I use “sales team names” to attract sales team managers who are immediately interested in finding sales team names, but more importantly, now know about the client’s sales recruiting services.

I see how many people search for the term, “sales team names.”

 

1,000 to 10,000 search for the term each month. On average, it can bring a lot of attention and sales to the client’s website. After keyword research and analysis, I suggest the client write a piece of content that addresses the informational query, “sales team names.”

Result:

The client’s Comprehensive List post currently ranks at the top spot for “sales team names” despite competitors with more links and a higher domain authority.

#2 – Commercial Key Term Research and Writing

Objective:

Find a commercial key term opportunity and write a piece of content that ranks. As mentioned, a commercial key term is one that inspires a results page with a list of ads for services and products. Every business needs a family of commercial key terms based on keyword research.

Strategy and Action:

The client’s product is found throughout high-end grocery aisles yet its online marketing team struggled with organic search traffic. After considering their target market and viewing search results pages, I came upon a query with a commercial intent, “gifts for yoga teachers.” The client sells flavored water in bulk, so I thought it would make a good gift for a yoga teacher.

As above, I wanted to see the monthly search volume for the term.

 

100 to 1,000 search for the term per month.

The results page for the query is unique in that it features ads (commercial results) as well as blog posts (informational results). Based on the keyword research and considering the client’s target customer base, I write 10 Mindful Gifts for Yoga Teachers, featuring yoga-minded products in addition to mentioning the client’s water shipments.

Result:

It currently ranks on the first results page for our targeted query, “gifts for yoga teachers.”

 

#3 – Key Term Analysis and Creative Layout

Objective:

Find multiple opportunities around key term and propose creative layout for content.

Strategy and Action:

The client has a home security product rising in popularity. I thought it would be wise to target varieties of the term “burglar deterrent,” as to rank for that and similar queries such as “how to deter burglars.”

I took a look at the search volume and found 100 to 1,000 per month.

Being just before March Madness and considering the array of home protection products offered to customers, I suggest the post take the shape of a Final Four grid with an attached voting option.

 

Result:

The post was a hit with readers and ranks on the first results page for the targeted query, “how to deter burglars.”

Bonus:

As hoped, the post ranks for multiple terms (opportunity to be on more results pages and to get greater amounts of traffic).

This shows the client’s blog post getting traffic for related terms.

#4 – Spotting Off-site Opportunity to Rank

Objective:

Get client’s advice, name, and business in front of a high volume of potential buyers by leveraging another website.

Strategy and Action:

When researching informational key term opportunities for a piano client, I realized a Quora answer page kept showing up in results.

Using an online marketing tool, I see the page getting a lot of organic traffic from several search queries (as with the bonus in the above example).

 

Basically, the right column, that reflects the number of people who search for the term on the left, starts to add-up, so literally hundreds to thousands of people visit the page per month. It’s not a guarantee but a sound assumption that such people are at some stage of the piano buying cycle. It would be wise for them to know my client’s brand name.

Result:

I did my best to consult the client on how to answer the query, realizing several factors such as upvotes, images, and recency influence how an answer is ranked on a Quora page. Currently, their answer is not at the top of the Quora page but it has been viewed close to 5k times so far. That’s a lot of exposure they are leveraging from the page.

 

What can I do for you?