Work sample · SEO content strategy
Miele work sample: SEO content strategy, keyword research, and topic planning for vacuum content
This work sample was prepared as part of an assessment process and focused on building an SEO content strategy for Miele around vacuum cleaner topics, customer needs, and search behavior.
This sample was created as part of a hiring or assessment process. It reflects my independent analysis and recommendations based on the information available during the exercise. Unless stated otherwise, this was not a live consulting engagement and the recommendations were not implemented by me directly.
Quick facts
Company
Miele
Company type
Consumer brand / home appliances
Sample type
Interview task / assessment
Focus areas
SEO content strategy, audience research, keyword analysis, topic planning, content ideation, benchmarking, performance measurement
Deliverables
Presentation deck, topic strategy, keyword research framework, content ideas, benchmarking approach, monitoring plan
Market / scope
Vacuum cleaner content strategy with US and UK market research inputs
Strategic angle
Building search-led content opportunities around real customer needs and category-level demand
The assignment
The task was to identify SEO content opportunities for Miele in the vacuum cleaner category, using audience insight, keyword research, and competitor benchmarking to shape a practical content strategy. Rather than focusing only on rankings or only on product pages, the sample approached the problem as a broader editorial and search-opportunity exercise.
The deck shows that the work began with customer understanding and audience analysis, moved into topic and keyword research, then developed multiple content concepts designed to match real search behavior and category questions. It closes with a monitoring framework for crawlability, indexation, keyword visibility, engagement, and conversion-related metrics.
The deliverable covers five major areas:
My approach
I approached this sample by connecting customer understanding with search demand and content planning, moving from audience insight through keyword research into structured editorial strategy.
Audience needs and customer language
Analyzed reviews on Coolblue and Amazon, along with Reddit discussions, to understand how consumers think about bagged and bagless vacuum cleaners and the specific challenges they face.
Keyword discovery and refinement
Used Google Suggest, Google Trends, and SEMrush to identify trending queries, evaluate demand, and explore relevant topics in the US and UK markets.
Content direction and editorial ideation
Developed multiple content concepts — comparison content, sustainability angles, pet-owner guides, premium-feature content, and allergy-focused articles — each with a purpose, unique angle, and engagement plan.
Performance measurement framework
Defined how success should be monitored through Search Console, SEMrush, and Google Analytics, linking content planning to measurable performance outcomes.
Key findings
Audience insight was essential to building useful content strategy
The research focused on reviews and community discussions to surface practical issues and decision drivers around vacuum cleaners, grounding the strategy in real audience needs instead of generic top-of-funnel assumptions.
Search demand could be organized around clear topic clusters
Topic planning was built around recurring themes — especially bagged versus bagless comparisons — then expanded into adjacent angles such as environmental impact, pet-hair cleaning, allergy-friendly features, and premium-vacuum buying criteria.
Competitive benchmarking helped sharpen topic selection
SEMrush was used to benchmark competitors and uncover content and keyword gaps. A second benchmarking layer analyzed top-ranking sites for priority queries, filtering out less relevant categories.
The most effective content ideas balanced education and brand positioning
Content concepts like "How to Choose the Right Vacuum Cleaner," "The Environmental Impact of Your Vacuum," and "Pet Owners' Guide to Vacuum Cleaners" combine user education with brand positioning.
Success measurement was built into the strategy from the start
The monitoring plan includes crawl and index status checks, keyword visibility tracking, and measuring page views, CTR, conversion rate, dwell time, bounce rate, scroll depth, content decay, and more.
Recommendations
Based on the analysis, I proposed a roadmap focused on turning customer insight and keyword research into scalable content opportunities.
Quick wins
Develop content around the clearest search-demand themes and decision-stage questions: comparison content around bagged versus bagless vacuum cleaners, explanatory buying guides, and use-case content for pet owners and allergy-sensitive households.
Mid-term priorities
Focus on richer content experiences and structured editorial execution — comparison charts, videos, quizzes, calculators, testimonials, infographics, and interactive tools to improve both discoverability and on-page engagement.
Strategic initiatives
Treat content as an iterative SEO program with regular crawl and index checks, keyword tracking, custom reporting, conversion measurement, and continuous optimization based on user behavior and content performance.
Presentation preview
This work sample includes a full presentation covering audience research, keyword discovery, competitor benchmarking, topic ideation, content-angle development, and a monitoring framework for SEO performance. The original presentation was designed to show both the thinking behind the strategy and the practical content opportunities that emerged from it.
Highlighted slide areas
Research process and audience understanding
The opening slides explain how the strategy was informed by review analysis, Reddit discussions, and search tools such as Google Suggest, Google Trends, and SEMrush.
Keyword research and refinement
Shows how seed terms were refined using ranking analysis, exclusion criteria, and focus on bagged and bagless vacuum themes grounded in real search behavior.
Topic development and editorial angles
Multiple content concepts are presented with purpose, unique angle, and engagement ideas — the strongest part of the strategy as a content work sample.
Monitoring and success metrics
Defines how content should be measured after launch using Search Console, SEMrush, and Google Analytics, with a focus on visibility, engagement, and conversion indicators.
Full content strategy presentation covering audience research, keyword analysis, topic planning, editorial ideation, and performance measurement
What this sample shows
This Miele work sample demonstrates how I approach SEO content strategy in a structured, research-led way. It shows the ability to turn audience insight into keyword opportunities, convert keyword opportunities into content themes, and define how those content assets should be measured after publishing.
SEO content strategy thinking
Audience and voice-of-customer research
Keyword discovery and refinement
Topical planning and editorial ideation
Competitor benchmarking
Content-performance measurement planning
Stakeholder-ready presentation skills
Why this work sample matters
This page is valuable because it shows how I think before content production begins. Instead of treating SEO content as a list of keywords to insert into articles, it shows a more complete process: understanding the customer, identifying thematic opportunities, choosing the right editorial angle, and building in measurement from the start.
For brands, hiring managers, and teams looking for stronger content strategy, that makes this sample more useful than a standalone deck. It demonstrates structure, judgment, and the ability to align search demand with meaningful content creation.
Related services
This work sample connects most directly to these service areas:
Work sample FAQs
Need this level of SEO content strategy for your brand?
Whether you need stronger topic planning, better keyword targeting, audience-led content strategy, or a clearer framework for measuring SEO content performance, I'd be happy to talk.