Creating content that targets high Volume Keywords — Autumn Micketti // 1-800-FLOWERS.COM
Autumn Micketti
1-800-FLOWERS.COM
- Part 1 Creating content that targets high Volume Keywords — Autumn Micketti // 1-800-FLOWERS.COM
Show Notes
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02:18Assessing high volume keywordsAt 1-800-Flowers, they identify high-volume keywords by prioritizing traffic and relevance, carefully balancing eCommerce and content targeting to prevent keyword cannibalization. Their content creation adheres to E-E-A-T standards, to ensure credibility, value, and engagement.
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05:56Leveraging data to identify seasonal trends for keyword targeting1-800-Flowers analyzes keyword data, including 12-month averages and monthly breakdowns, to identify high-volume keywords. Considering seasonal trends, they time content publication strategically to capture peak interest, ensuring they target high-value trends effectively.
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07:45How 1 800 Flowers reaches a team consensus on target keywordsThe process includes team discussions, data-backed insights and examples from competitors. Collaboration with the social team ensures content alignment, and tools like Google Trends and Pinterest help identify and capitalize on emerging trends.
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10:50Predicting future consumer trends for content creation1-800-Flowers is an occasion-based gifting company, so these recurring events like the holidays provide a predictable framework for content planning. In addition, following the social team's feeds and attending industry conferences helps them stay aware of trends.
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13:24Cross functional collaboration for SEO content successLast year, 1-800-Flowers got a Christmas recipes page to number one and outranked Food Network and New York Times. To amplify its success and sustain momentum, SEO collaborated with email, paid search, and social teams.
Quotes
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"We have to find a balance between what is ecomm targeting and what is content targeting because we don't want to be cannibalising against ourselves." - Autumn Micketti
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"We want to make sure that we are creating content that is valuable, that's following E-E-A-T standards so it's valuable, engaging, interesting, and has expert advice." - Autumn Micketti
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"Tools like Google Trends and Pinterest are helpful in showing what is on trend so you can hop on the bus as soon as possible, or even get ahead of it so that youre already there when people are searching for it." - Autumn Micketti
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"To anticipate future consumer trends, being engaged in culture is crucial. It doesn't always come with the data, but if you do the research later, you might find something." - Autumn Micketti
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"Last year, our Christmas recipes page got to number one, outranking big names like Food Network and New York Times. Then we collaborated with email, paid, and social teams to maintain traction." - Autumn Micketti
Up Next:
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Part 1Creating content that targets high Volume Keywords — Autumn Micketti // 1-800-FLOWERS.COM
Autumn Micketti, SEO and Content Coordinator at 1-800-Flowers.com, delves into optimizing content creation for SEO success. As an occasion-based gifting company, 1-800-Flowers.com benefits from the predictability of annual holidays to plan and create content ahead of time. Yet, they must strike a balance between eCommerce and content keyword targeting to prevent self-cannibalization. Today, Autumn discusses targeting high-volume keywords.
