Casie Gillette

  • Keyword SWOT analysis: Finding your content opportunities

    If you’ve been working with one client or one site for a long time, you know it can be challenging to keep things fresh, both from an idea perspective and also an interest perspective. After all, it’s no secret that one of the common reasons people love this industry is the constant change. That being said, while change keeps us on our toes, there’s also an element of consistency I love.

    Casie Gillette/ Search Engine Landin SEO Content- 18 readers -
  • The flexibility requirement for SEO agencies

    Tell me if you’ve encountered conversations like these before: “We actually don’t care about conversions; we just want organic traffic growth.” “We’re re-branding and are no longer calling ourselves [insert term].” “We’re launching a new product today. Can you provide us tagging and content?” #facepalm I’d like to tell you these situations are rare, but if you’ve worked in t ...

    Casie Gillette/ Marketing Landin SEO- 19 readers -
  • The flexibility requirement for SEO agencies

    Tell me if you’ve encountered conversations like these before: “We actually don’t care about conversions; we just want organic traffic growth.” “We’re re-branding and are no longer calling ourselves [insert term].” “We’re launching a new product today. Can you provide us tagging and content?” #facepalm I’d like to tell you these situations are rare, but if you’ve worked in t ...

    Casie Gillette/ Search Engine Landin SEO- 17 readers -
  • Long-term SEO: Proving the value now

    Last month, my colleague Derek Edmond wrote a column here on Search Engine Land discussing how to improve your value as a strategic SEO partner. The post included suggestions around reporting dashboards, software knowledge and industry-specific networking. What I liked about the piece was the implication that to show value, we have to do more than just provide recommendations.

    Casie Gillette/ Marketing Landin SEO- 16 readers -
    Earlier about the same topic:
  • Long-term SEO: Proving the value now

    Last month, my colleague Derek Edmond wrote a column here on Search Engine Land discussing how to improve your value as a strategic SEO partner. The post included suggestions around reporting dashboards, software knowledge and industry-specific networking. What I liked about the piece was the implication that to show value, we have to do more than just provide recommendations.

    Casie Gillette/ Search Engine Landin SEO- 19 readers -
  • Moving your SEO program beyond discovery

    With over 3.5 billion searches per day, it’s no secret that search engines like Google have become a key place for consumers to find products and services. It’s the reason people like me have a job! The majority of companies looking to start a new SEO program would like to improve their overall search presence, increase brand visibility and drive new visits.

    Casie Gillette/ Search Engine Landin SEO- 17 readers -
  • How to make SEO a company-wide habit

    A few months ago, the Content Marketing Manager at a client’s organization reached out to me, asking if we could provide his copywriting team with an SEO training session. I was floored! We had been optimizing the majority of their content for years, but they had never shown any interest in doing it on their own.

    Casie Gillette/ Search Engine Landin SEO How To's- 23 readers -
  • SMX West recap: Using search science for keyword research

    We all know how important the customer is to our business. In fact, they are the business, and the only way businesses can be successful is to ensure they give customers and potential customers what they want. In Wednesday’s SMX West session, “Understanding Your Consumer’s Journey – Using Search Science for Keyword Research,” DreamFire Digital Marketing founder Tony Verre ex ...

    Casie Gillette/ Search Engine Landin SEO- 20 readers -
  • 3 Methods For Defining Your Content Needs

    At this point, we all know we need content for our websites to be successful. However, exactly what that content is can often be unclear. As we’ve heard many times, creating content for the sake of creating content is just a bad strategy and a waste of time. So how do we figure out what content we actually need? The answer isn’t simple, but in order to create content your au ...

    Casie Gillette/ Marketing Landin Content- 27 readers -
  • 3 Methods For Defining Your SEO Content Needs

    At this point, we all know we need content for our websites to be successful. However, exactly what that content is can often be unclear. As we’ve heard many times, creating content for the sake of creating content is just a bad strategy and a waste of time. So how do we figure out what content we actually need? The answer isn’t simple, but in order to create content your au ...

    Casie Gillette/ Search Engine Landin SEO Content- 16 readers -
  • What To Do When Traffic Doesn’t Equal Sales

    Attend any SEO conference and the conversation around metrics and KPIs inevitably comes up. What should I measure? How do I calculate ROI? How do I prove my value? These are obviously good questions, and my response is always the same: money. As digital marketers, we have the ability to track our efforts through tools like analytics, and while perhaps we can’t track every s ...

    Casie Gillette/ Search Engine Landin SEO- 16 readers -
  • Looking Ahead: The New Search Landscape

    It’s a question that’s always on our minds: Where is search going? At SMX East Monday, several panelists took to the stage to provide their thoughts on the subject and offer some insights into what they are currently seeing. The panelists included Eli Goodman, comScore; Rebecca Lieb, Conglomotron; Dave Schwartz, Criteo; and Ben Spiegel, MMI Agency.

    Casie Gillette/ Search Engine Landin SEO- 19 readers -
  • What Makes A Good SEO Program “Good”?

    A couple of weeks ago, PayScale released a “Most & Least Meaningful Jobs” report. Search Engine Land founding editor Danny Sullivan covered the report here on Search Engine Land, focusing on the fact that search marketers feel as if their jobs make the world worse. Yikes! In addition to that, I came across a Facebook thread a few days ago, between some fellow industry fr ...

    Casie Gillette/ Search Engine Landin SEO- 34 readers -
  • When Reputation Management Issues Hurt Your SEO Program

    At the most basic level, when we think about SEO, we think about how we can ensure our site (or our client’s site) is found in the search results for specific terms we think our customers are looking for. We work tirelessly to make sure a site meets technical SEO standards and that the right content is created and then optimized — and, of course, we are continuously figuring ...

    Casie Gillette/ Search Engine Landin SEO- 37 readers -
  • What To Do When Your Link Building Campaign Fails

    You spent weeks crafting the perfect link building campaign. The content idea you came up with was researched, drafted, and re-drafted — and the final piece was fantastic! People were identified for outreach, emails were sent, tweets were tweeted, and then… crickets. The piece didn’t get nearly as many shares as you’d hoped; it garnered no links; and many of the people you r ...

    Casie Gillette/ Search Engine Landin SEO- 30 readers -
  • How To Build A Customer-Centric Keyword Strategy

    It’s no secret that keyword research is an integral part of crafting a successful SEO strategy. After all, keywords provide us insights into our users and help drive our content strategy. The challenge is that our keyword strategy must evolve as search evolves. Along with the changes in the search results themselves, we as search marketers must also account for the various w ...

    Casie Gillette/ Search Engine Landin SEO How To's- 25 readers -