THE LIBRARY / BRAND CAMPAIGN

Generac SEO Editorial Program

Built an editorial content program that earned featured search placements, improved rankings for high-value commercial keywords, and contributed to an ~8% increase in online generator sales.

MY ROLE

Content
Strategy

Editorial
Planning

SME
Interviews

Performance
Analysis

Creative
Direction

SEO
Collaboration

Image of a Generac Home Standby Generator

THE CHALLENGE

As CES's largest co-op marketing partner, Generac needed educational content that delivered value to contractors while also supporting business objectives for both brands. the challenge wasn't simply publishing another product page. It was creating content that customers trusted enough to engage with and search engines trusted enough to rank.

THE INSIGHT

Contractors rarely search for products first. They search for problems they're trying to solve.

The brands that answer those questions earn trust long before a purchase is made.

THE STRATEGY

Develop contractor-first educational content rooted in real field experience. Every recommendation needed to solve a real customer problem first, with the product serving as the solution rather than the focus.

KEY TAKEAWAY

This campaign reinforced that the strongest SEO strategy starts with customer understanding, not keywords. By prioritizing contractor questions and structuring content around genuine user intent, we created assets that performed for both search engines and business.

THE EXECUTION

Content Strategy
Owned editorial strategy from research through publication.

Research & Interviews
Synthesized insights from contractors, internal SMEs, and Generac to develop a content angle grounded in real customer questions.

Content Development
Designed the article for both human readers and search engines using clear information hierarchy, scannable formatting, comparison tables, and visual storytelling.

SEO Collaboration
Collaborated with SEO to identify high-value search opportunities while maintaining natural, reader-first writing.

Creative Direction
Directed supporting visuals, charts, photography, and page layout to reinforce key concepts and improve engagement.

BUSINESS IMPACT

+8%

ONLINE SALES

Online generator sales following campaign deployment.

Top 3

17 high-value commercial search terms.

RANKINGS

FEATURED SNIPPET

Captured Google's featured answer for a competitive search query.