GEEK ALERT! Last night at dinner, I sat between Andy Crestodina and Jeannie Walters and we talked about content. Yes, we are a bunch of geeks who find this interesting dinner talk.

You see, like anyone else, we all have trouble coming up with ideas. And, she was lamenting how she doesn’t come up in search results around certain terms.

Andy whipped out his phone, brought up the Google Keyword Tool, and asked Jeannie what she thought the keywords were that she should appear for in search results.

She said customer experience. Andy typed in that phrase and then showed her the results.

He explained the global monthly searches means 135,00 people search for that term around the world and 49,500 people search for it in the U.S.

That gives her a pretty good idea of what she has to do, in terms of educating potential clients on the term so the searches increase. But also that the competition for the term is medium, which means she’s probably competing with deeper pockets and resources for the term.

But that’s okay. She knows a few things now: She should create a page on her site called “customer experience” (with navigation in the home page to it).

(BTW, when I’m logged into my Google account and search “customer experience” her new Google+ community pops up on the first page. So she’s already ranking and doesn’t even know it. Google already loves that she has that community.)

Then, Andy took it a step further. He scrolled down so she could see what Google suggests she should rank for when people search the term.

You can see there are lots of suggestions. But he recommended she focus only on the ones with low local monthly searches to start.

For instance, on her newly created customer experience page, she should have examples, case studies, testimonials, white papers, or other content that talk about customer experience strategy, customer experience research, and customer experience improvement.

Jeannie walked away from dinner with a full belly and some great ideas for content that will keep her busy for at least a few weeks.

And I walked away with a really good reminder (and a blog post) on how easy it is to create content when you’re stumped.

Now it’s your turn. How can you use this advice to create your own content?

(Ignore this, I’m testing something with SEO. Connect with Gini on .)

Gini Dietrich

Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model and has crafted a certification for it in partnership with Syracuse University. She has run and grown an agency for the past 15 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.

View all posts by Gini Dietrich