Executed work with SEO, competitive and keyword research, SEO execution and results, and social content plan.

1. Social Media & SEO Research,
Process & Results:
The Cabin Depot Case Study
Jake Aull | Zen Fires Digital Marketing | Websites & SEO | Social Media & Branding
404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull

2. Success Story for Cabin Depot rustic furniture
— The Cabin Depot was an eCommerce site, with little web traffic (and no
brick-and-mortar store), which had been turned off until sold to a new
website owner.
— Website was 3 years dormant, with eCommerce functionality turned off
and consequently 0 website traffic.
— To rebirth the site, keyword research and competitive research drove
social media content and SEO strategy.
— SEO represented the largest piece of traffic after rebooting the website
and SEO from the ground up.
— Inbound links, another major piece driving traffic, was made of SEO-
relevant channels such as Yelp and YP.
— Social media content strategy was created to generate brand
awareness, interest, website backlinks and traffic.
— Pages most visited included keyword-rich, SEOed page titles, such as:
’rustic lodge furniture, wrought iron furnishings and decor’
— Customer almost immediately began receiving sales and had to adjust
product pricing accordingly.

3. The Research Behind the
Keyword Recommendations

4. Advertising for ‘rustic furnishings’

5. Advertising for ‘rustic furnishings’

6. Similar keyword searches to
‘rustic furnishings’
Keywords, software rank
estimate, Google
searches, Yahoo!/Bing
searches, overall
searches

7. ‘rustic furnishings’ searches

8. Global vs. U.S. searches for
‘natural wood furniture’

9. Competitors Analysis

10. Black Forest analytics

11. Rocky Mountain analytics

12. Keyword Recommendations

13. Keywords
1. PRIMARY: Rustic furniture for cabins and homes
SECONDARY: Cabin rustic furnishings
2. PRIMARY: Hardwood and natural wood furniture
SECONDARY: Quality hardwood furniture
SECONDARY: Rustic wood quality furniture
3. PRIMARY: Natural wood patio furniture
SECONDARY: Wrought iron patio furniture
4. PRIMARY: Wrought iron table
SECONDARY: Wrought iron garden furniture
SECONDARY: Wrought iron patio furnishings
5. PRIMARY: Quality natural wood table and chairs
SECONDARY: Natural wood furniture bar stools
6. PRIMARY: Patio outdoor wrought iron furniture
SECONDARY: Wrought iron garden furniture
7. PRIMARY: Rustic cabin fireplace set
SECONDARY: Flat fireplace screen
SECONDARY: rustic lodge fire place screens
8. PRIMARY: Wrought iron wall décor
SECONDARY: Wrought iron metal wall art
SECONDARY: Wrought iron coffee table

14. Keywords
1. PRIMARY: Rustic furniture for cabins and homes
SECONDARY: Cabin rustic furnishings
2. PRIMARY: Hardwood and natural wood furniture
SECONDARY: Quality hardwood furniture
SECONDARY: Rustic wood quality furniture
3. PRIMARY: Natural wood patio furniture
SECONDARY: Wrought iron patio furniture
4. PRIMARY: Wrought iron table
SECONDARY: Wrought iron garden furniture
SECONDARY: Wrought iron patio furnishings
5. PRIMARY: Quality natural wood table and chairs
SECONDARY: Natural wood furniture bar stools
6. PRIMARY: Patio outdoor wrought iron furniture
SECONDARY: Wrought iron garden furniture
7. PRIMARY: Rustic cabin fireplace set
SECONDARY: Flat fireplace screen
SECONDARY: rustic lodge fire place screens
8. PRIMARY: Wrought iron wall décor
SECONDARY: Wrought iron metal wall art
SECONDARY: Wrought iron coffee table

15. Social Media Content Plan

16. CONTENT MARKETING PLAN
CLIENT: THE CABIN DEPOT
— TACTICAL APPROACH
— Below are various content concept themes for writing on Cabin Depot’s blog, social channels and article publishing.
— OBJECTIVES: Build consumer readership and following and engagement/commenting (and eventual purchasing). Build content participation and re-posting
by B2B content partners, such as vendors, tourist establishments, interior decorators, cabin rentals, etc.
— EXECUTION: The goal would be to have a new content theme started twice a month or so. Each content theme centers around primary and secondary
keyword phrases. For each content theme, here are the ideal specific tactical channels for publishing over the duration:
— 3 different blog posts
— Each re-spun and posted on separate Tumblr blog and TheCabinDepot.com blog
— Each re-spun on content sites such as ezinearticles.com, goarticles.com and/or articlesbase.com
— Each blog post/article should provide a link to an applicable page on the website (e.g., with that furniture product or brand or even just About Us)
— Publish 2 (from all above) in the same week
— Imagery/photos/video (if available) included for above from Appalachian tourist and Convention and Visitors Bureau websites and Creative
Commons/GoogleImages/Flickr (or any sites that allow copyright-free usage of their images and/or video).
— Photos/video of actual Cabin Depot products included
— 1 post, for each above blog post and article, in each Cabin Depot social media channel; maximum of 3 posts (on this theme) on each social channel
within week days of the same week, and 2 on weekends.
— Paper.li collections built for each theme based on external content (e.g. from vendors and/or tourist destinations, etc.)
— Collaborate on others’ relevant social media communities, blogs, forums (e.g., vendors’ or tourist towns’ social sites; comment on their sites, promote
them via your own blog/posts, pull visitor traffic back to TheCabinDepot.com blog)
— And/or comment on consumer/tourist social site posts of these topics (e.g., their posts in Pinterest)
— FUTURE CONSIDERATIONS:
— Partner (vendor) link sharing/link building
— PPC advertising (tie into below campaigns/imagery/CTAs)
— Tourist news/directories article/ad placement

17. CONTENT MARKETING PLAN
CLIENT: THE CABIN DEPOT
— THEME 1: WHAT WAS YOUR FAVORITE MOUNTAIN VACATION?
— CONTENT CONCEPT:
Write about touring/driving the Blue Ridge Parkway, cabin styles, sites and towns along the way, etc.
Also, request followers’ stories or suggestions on their favorite vacations or places to visit in the mountains. And/or find other online forums/blogs on this
topic, pull ideas, blog and collaborate on these social communities.
— Actual events can include: West Virginia Bridge Day, The Apple Festival, North Georgia Fall Festival, etc.
— Common CTA for external commenting, articles and posts: “What was your favorite mountain vacation? Please comment, and submit stories and
photos, on Facebook.com/TheCabinDepot”
— TARGET AUDIENCE: Appalachian vacationers, and tourist agencies who will interact with or re-post this content.
— KEYWORDS TO FOCUS ON (PATIOS/OUTDOOR LIVING):
— PRIMARY: Natural wood patio furniture
SECONDARY: Wrought iron patio furniture
— PRIMARY: Wrought iron table
SECONDARY: Wrought iron garden furniture
SECONDARY: Wrought iron patio furnishings
— PRIMARY: Patio outdoor wrought iron furniture
SECONDARY: Wrought iron garden furniture

18. CONTENT MARKETING PLAN
CLIENT: THE CABIN DEPOT
— THEME 2: VENDOR SPOTLIGHTS
— CONTENT CONCEPT:
This week is a spotlight on the extraordinary craftsmanship and quality of TheCabinDepot.com furniture maker…
— Collaborate on vendor’s social media sites (comment on their sites, promote them via your own blog/posts, pull visitor traffic back to
TheCabinDepot.com blog)
— And/or collaborate on consumer social site posts of these furniture brands (e.g., their posts in Pinterest)
— Common CTA for external commenting, articles and posts: “Do you like Flat Rock Furniture? To see more of their work please visit
www.thecabindepot.com/furnishings ”
— TARGET AUDIENCE: Fans of Cabin Depot vendor brands, and the vendors themselves (for re-posting your content)
— KEYWORDS TO FOCUS ON:
— Vendor brand names and products
— THEME 3: APPALACHIAN HOLIDAYS
— CONTENT CONCEPT:
Winter in Appalachia is beautiful: snow on the evergreens, rolling hills, white Christmas lights on small town streets and homes. From Blue Ridge, GA,
to the Tennessee Smokies to West Virginia – the spirit of winter in Appalachia is strong…
Makes us think of hot cocoa by the fire, chesnuts and warm knitted quilts…
That crisp, family home-town spirit is hand-crafted into Appalachian natural hard-wood furniture…
— Common CTA for external commenting, articles and posts: “What’s your favorite style furniture for winter and the holidays? To see more furniture:
www.thecabindepot.com/furnishings ”
— TARGET AUDIENCE: Appalachian vacationers, and tourist agencies who will interact with or re-post this content.
— KEYWORDS TO FOCUS ON:
— PRIMARY: Rustic cabin fireplace set
SECONDARY: Flat fireplace screen
SECONDARY: rustic lodge fire place screens

19. CONTENT MARKETING PLAN
CLIENT: THE CABIN DEPOT
— THEME 4: CONSUMER RUSTIC DECORATING IDEAS
— CONTENT CONCEPT:
Request followers’ posts, photos and/or videos of their cabin decorating ideas. And/or find others’ blogs about their decorating approaches, and ask them if
you can post their pictures on TheCabinDepot.com
— Common CTA for external commenting, articles and posts: “What are your favorite furnishings or decoration ideas? Please send us your ideas and
photos on Facebook.com/TheCabinDepot, or to see more furniture: www.thecabindepot.com ”
— TARGET AUDIENCE: Amateur decorators, cabin owners and pro decorators or furniture vendors
— KEYWORDS TO FOCUS ON:
— PRIMARY: Wrought iron wall décor
SECONDARY: Wrought iron metal wall art
SECONDARY: Wrought iron coffee table

20. CONTENT MARKETING PLAN
CLIENT: THE CABIN DEPOT
— THEME 5: CONSUMER PHOTOS OF THEIR VACATION CABINS
— CONTENT CONCEPT:
Request followers’ photos and/or videos of their vacation homes or cabins they visit. And/or find others’ blogs about their vacations and pictures of their
vacation lodges, and ask them if you can post their pictures on TheCabinDepot.com
— Common CTA for external commenting, articles and posts: “Do you love your vacation cabin? Please comment, and submit stories and photos on
Facebook.com/TheCabinDepot ”
— TARGET AUDIENCE: Appalachian vacationers, and tourist agencies who will interact with or re-post this content.
— KEYWORDS TO FOCUS ON:
— PRIMARY: Quality natural wood table and chairs
SECONDARY: Natural wood furniture bar stools
— PRIMARY: Hardwood and natural wood furniture
SECONDARY: Quality hardwood furniture
SECONDARY: Rustic wood quality furniture
— THEME 6: CONSUMER CONTENT RESEARCH TOPICS
— CONTENT CONCEPT:
What are the hot buttons on the web? What are consumers, tourists, décor hobbyists and buyers blogging about or commenting on? Take these hot buttons
and generate content on these – and go back to the aforementioned social communities and actively engage and comment on these topics (and if the
opportunity arises in commenting, mention you have more on the topic on your blog).
— Common CTA for external commenting, articles and posts: “What do you like about rustic cabin vacations and furniture? Please comment or submit
stories on our blog www.thecabindepot.com/blog ”
— TARGET AUDIENCE: Appalachian vacationers, tourist agencies, decorators, etc.
— KEYWORDS TO FOCUS ON:
— Driven by content theme research

21. Mon Tues Wed Thurs Fri Sat Sun
ACTIVITIES: Start concept
Theme 1
Write blog post 1 Publish blog post
1
Write blog post 2 Publish blog post
2
Research
communities for
commenting
Collect/place
imagery/vids
Re-spin & publish
blog post 1 as e-
article
place imagery/vids Re-spin & publish
blog post 2 as e-
article
Research license-
free imagery
Promote blog post
1 in all social
channels via
HootSuite
Promote blog post
2 in all social
channels via
HootSuite
Recycle old theme
in ½ social channel
(from old blog
promotions) via
HootSuite
Share/re-post
vendor social posts
Recycle old theme
in ½ social
channel (from old
blog promotions)
via HootSuite
Share/re-post
mountain festivals
& events
Recycle old theme
in ½ social
channel (from old
blog promotions)
via HootSuite
Share/re-post
tourist town
social posts
Share/re-post
vendor social
posts
NOTES: Twitter & Facebook
can all be
managed, weeks in
advance, via
HootSuite.
However Twitter
requires its own
unique style (due to
140 characters),
And Facebook
gives highest
ranking/ value to
posts from inside
(as opposed to
posting externally
from HootSuite).
TOTAL SOCIAL
POSTS:
3 Facebook, 3
Tweets, 2 external
comments
3 Facebook, 3
Tweets, 2 external
comments, 1
YouTube vid re-post
3 Facebook, 3
Tweets, 2 external
comments, build
personal LinkedIn
relations with
vendors.
3 Facebook, 3
Tweets, 2 external
comments, 1
Paper.li generated
& Tweeted
3 Facebook, 3
Tweets, 1
Pinterest, 2
external comments
3 Facebook, 3
Tweets, 2
external
comments, 1
YouTube vid re-
post
3 Facebook, 3
Tweets (include
Paper.li)
POST SATURATION Staggered, 2/3 by
day, 1/3 by night
Staggered, 2/3 by
day, 1/3 by night
Staggered, 2/3 by
day, 1/3 by night
Staggered, 2/3 by
day, 1/3 by night
Staggered, 2/3 by
day, 1/3 by night
Staggered, 2/3
by day, 1/3 by
night
Staggered, 2/3
by day, 1/3 by
night

22. Analytics Restults

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28. Some Sample SEO First-Page
Achieved Results based on
Recommended Keywords
Implementations

33. Thank You
Jake Aull | Zen Fires Web Marketing | Websites & SEO | Social Media & Branding
404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull