Let’s Work Together!

Brett Snyder Owner, Brett Snyder Consulting

@BrettASnyder

Embracing an Agile Methodology Leveraging SEO & PPC

Brett Snyder Owner, Brett Snyder Consulting

• Integrated digital marketing consulting • Be Where Your Audience Is! • Twitter: @BrettASnyder • Download the deck:

@Bre%ASnyder   #smxeast  

Brett Snyder Lover of sports & outdoor activities

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Brett Snyder Recently married with a 6-month “fur baby”

@Bre%ASnyder   #smxeast  

Brett Snyder Career agency marketer

@Bre%ASnyder   #smxeast  

What is SEO?

“Think of [SEO] as a ‘collection of best practices.’ It’s doing website

development well, social media well, online advertising well, content

creation well, conversion optimization well, and so on.”

~@SamuelJScott

@Bre%ASnyder   http://bit.ly/UxMtB7 #smxeast  

Left Brain – Right Brain

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Logical, Analytical, Objective

Intuitive, Thoughtful, Subjective

Image Source: Kimberrywood (http://bit.ly/YwCQ7M)

Medium is the Message

@Bre%ASnyder  

• How human beings interact in communities

•  Internet is our common ground

• Strategy > Tactics

#smxeast  Image Source: http://bit.ly/1oonNnj

@Bre%ASnyder  

Keyword Research

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Means to an End

@Bre%ASnyder  

• Keywords = Our Common Language

• Foundation for how users engage with the search engine

• Fundamental difference between SEO & PPC

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Validated Learning

@Bre%ASnyder  

• “A rigorous method for demonstrating progress when one is embedded in the soil of uncertainty”

• Build – Measure – Learn

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Search Terms Report

@Bre%ASnyder   http://bit.ly/1qJBVaj #smxeast  

Search Query Report

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Search Query Report

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Google Analytics is Still Valuable!

@Bre%ASnyder   #smxeast  

Google Analytics is Still Valuable!

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Leverage YOUR Data

@Bre%ASnyder  

• Identify Negative Keywords • Budget Allocation • Customer Segmentation

#smxeast  

• User Engagement • Content Gap Analysis

@Bre%ASnyder  

Competitive Keyword Research

#smxeast  

SEMrush

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SEMrush

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Linkclump

@Bre%ASnyder   http://bit.ly/linkclump #smxeast  

Tagxedo

@Bre%ASnyder   http://bit.ly/tagxedo #smxeast  

Tagxedo

@Bre%ASnyder   http://bit.ly/tagxedo #smxeast  

@Bre%ASnyder  

Hummingbird

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Hummingbird: Good for Users or just Google?

@Bre%ASnyder  

Image: http://bit.ly/1qJKW3g

• “Conversational Search”

• Still about INTENT

• Long-tail search opportunities for commercial PPC

#smxeast  

PPC Post-Hummingbird

@Bre%ASnyder   #smxeast  

PPC Post-Hummingbird

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PPC Post-Hummingbird

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Optimize Organic CTR

@Bre%ASnyder  

• Variable ad copy for validated learning

• Non-ranking factors (i.e. – meta description) are still very powerful

#smxeast  

Image Source: http://bit.ly/1wPAtJ8

Landing Page Optimization

@Bre%ASnyder  

• SEO visitors take more organic conversion path than PPC

• A/B Testing

• Respect the user!

#smxeast  Image Source: http://bit.ly/1vpFdF3

Content Network

@Bre%ASnyder  

• Identify content gaps on referring sites

• Develop content on your site to fill those gaps

• Promote new content within same content network!

#smxeast  

Image Source: http://bit.ly/YwImqU

@Bre%ASnyder  

Off-Page Optimization

#smxeast  

Field of Dreams…You Suck!

@Bre%ASnyder   #smxeast  Image Source: http://bit.ly/1vkGq1v (via Universal Studios)

@Bre%ASnyder  

If you build it, they will come...

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@Bre%ASnyder  

If you build it, they will come... LIES!

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Paid Amplification

@Bre%ASnyder  

• Social: Facebook, Twitter, YouTube

• Content & Display Networks

• StumbleUpon Paid Discovery

• Reddit Advertising #smxeast  

Image Source: http://bit.ly/1qKp2Nj

Content Marketing & Retargeting

@Bre%ASnyder  

• Use content marketing to build your retargeting audience…

• …and your retargeting audience to promote your content!

#smxeast  

Image Source: http://bit.ly/1qKpMC5

@Bre%ASnyder  

Final Thoughts

#smxeast  

@Bre%ASnyder  

Keywords are the means to engage your consumers

#smxeast  

@Bre%ASnyder  

Principles of quality and relevance remain essential

#smxeast  

@Bre%ASnyder  

Field of Dreams lied to you!

#smxeast  

@Bre%ASnyder  

SEO & PPC are not competitors

#smxeast  

@Bre%ASnyder  

Embrace collaboration!

Thank You!

Brett Snyder

Owner, Brett Snyder Consulting brett.a.snyder@gmail.com

@BrettASnyder

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