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Let’s Work Together! 
Embracing an Agile Methodology Leveraging SEO & PPC 
Brett Snyder 
Owner, Brett Snyder Consulting 
@...
Brett Snyder 
Owner, Brett Snyder Consulting 
• Integrated digital marketing 
consulting 
• Be Where Your Audience Is! 
• ...
Brett Snyder 
Lover of sports & outdoor activities 
@Bre%ASnyder 
#smxeast
Brett Snyder 
Recently married with a 7-month “fur baby” 
@Bre%ASnyder 
#smxeast
Brett Snyder 
Career agency marketer 
@Bre%ASnyder 
#smxeast
Left Brain – Right Brain 
Logical, Analytical, 
Objective 
Intuitive, Thoughtful, 
Subjective 
@Bre%ASnyder 
#smxeast 
Ima...
Keyword Research 
@Bre%ASnyder 
#smxeast
Means to an End 
• Keywords = Our 
Common Language 
• Foundation for how 
users engage with the 
search engine 
• Fundamen...
Search Terms Report 
@Bre%ASnyder 
http://bit.ly/1qJBVaj #smxeast
Search Query Report 
@Bre%ASnyder 
#smxeast
Search Query Report 
@Bre%ASnyder 
#smxeast
Google Analytics is Still Valuable! 
@Bre%ASnyder 
#smxeast
Google Analytics is Still Valuable! 
@Bre%ASnyder 
#smxeast
Competitive Keyword 
@Bre%ASnyder 
Research 
#smxeast
SEMrush 
@Bre%ASnyder 
#smxeast
SEMrush 
@Bre%ASnyder 
#smxeast
SERP Competitive Analysis 
@Bre%ASnyder 
#smxeast
SERP Competitive Analysis 
@Bre%ASnyder 
#smxeast
Linkclump 
@Bre%ASnyder 
http://bit.ly/linkclump #smxeast
Tagxedo 
@Bre%ASnyder 
http://bit.ly/tagxedo #smxeast
Tagxedo 
@Bre%ASnyder 
http://bit.ly/tagxedo #smxeast
On-Page Optimization 
@Bre%ASnyder 
#smxeast
Optimize Organic CTR 
@Bre%ASnyder 
• Variable ad copy for 
validated learning 
• Non-ranking factors 
(i.e. – meta descri...
Landing Page Optimization 
• SEO visitors take more 
organic conversion path 
than PPC 
• A/B Testing 
• Respect the user!...
Content Network 
@Bre%ASnyder 
• Identify content gaps on 
referring sites 
• Develop content on your 
site to fill those ...
Off-Page Optimization 
@Bre%ASnyder 
#smxeast
Field of Dreams…You Suck! 
@Bre%ASnyder 
Image Source: http://imdb.to/1ryHAoP (via Universal Studios) #smxeast
If you build it, 
they will come... 
@Bre%ASnyder 
#smxeast
If you build it, 
they will come... 
@Bre%ASnyder 
LIES! 
#smxeast
Paid Amplification 
@Bre%ASnyder 
• Social: Facebook, 
Twitter, YouTube 
• Content & Display 
Networks 
• StumbleUpon Paid...
Content Marketing & Retargeting 
• Use content marketing 
to build your 
retargeting audience… 
• …and your retargeting 
a...
@Bre%ASnyder 
Final Thoughts 
#smxeast
Keywords are the means to 
engage your consumers 
@Bre%ASnyder 
#smxeast
Principles of quality and 
relevance remain essential 
@Bre%ASnyder 
#smxeast
Field of Dreams lied to you! 
@Bre%ASnyder 
#smxeast
SEO & PPC are not 
@Bre%ASnyder 
competitors 
#smxeast
Embrace collaboration! 
@Bre%ASnyder
Thank You! 
TO LEARN MORE OR FOR ANY QUESTIONS: 
Brett Snyder 
Owner, Brett Snyder Consulting 
brett.a.snyder@gmail.com 
@...
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Embracing an Agile Methodology Leveraging SEO & PPC By Brett Snyder

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"From the SMX East 2014 Conference in New York City, NY. SESSION: Let'S Work Together: How SEO & SEM Can Help Each Other. PRESENTATION: Embracing an Agile Methodology Leveraging SEO & PPC - Given by Brett Snyder, @BrettASnyder, Owner - Agora Inbound. #SMX #11B"

Published in: Marketing

Embracing an Agile Methodology Leveraging SEO & PPC By Brett Snyder

  1. 1. Let’s Work Together! Embracing an Agile Methodology Leveraging SEO & PPC Brett Snyder Owner, Brett Snyder Consulting @BrettASnyder
  2. 2. Brett Snyder Owner, Brett Snyder Consulting • Integrated digital marketing consulting • Be Where Your Audience Is! • Twitter: @BrettASnyder • Download the deck: http://bit.ly/LetsWorkTogetherSMX @Bre%ASnyder #smxeast
  3. 3. Brett Snyder Lover of sports & outdoor activities @Bre%ASnyder #smxeast
  4. 4. Brett Snyder Recently married with a 7-month “fur baby” @Bre%ASnyder #smxeast
  5. 5. Brett Snyder Career agency marketer @Bre%ASnyder #smxeast
  6. 6. Left Brain – Right Brain Logical, Analytical, Objective Intuitive, Thoughtful, Subjective @Bre%ASnyder #smxeast Image Source: Kimberrywood (http://bit.ly/YwCQ7M)
  7. 7. Keyword Research @Bre%ASnyder #smxeast
  8. 8. Means to an End • Keywords = Our Common Language • Foundation for how users engage with the search engine • Fundamental difference between SEO & PPC @Bre%ASnyder #smxeast
  9. 9. Search Terms Report @Bre%ASnyder http://bit.ly/1qJBVaj #smxeast
  10. 10. Search Query Report @Bre%ASnyder #smxeast
  11. 11. Search Query Report @Bre%ASnyder #smxeast
  12. 12. Google Analytics is Still Valuable! @Bre%ASnyder #smxeast
  13. 13. Google Analytics is Still Valuable! @Bre%ASnyder #smxeast
  14. 14. Competitive Keyword @Bre%ASnyder Research #smxeast
  15. 15. SEMrush @Bre%ASnyder #smxeast
  16. 16. SEMrush @Bre%ASnyder #smxeast
  17. 17. SERP Competitive Analysis @Bre%ASnyder #smxeast
  18. 18. SERP Competitive Analysis @Bre%ASnyder #smxeast
  19. 19. Linkclump @Bre%ASnyder http://bit.ly/linkclump #smxeast
  20. 20. Tagxedo @Bre%ASnyder http://bit.ly/tagxedo #smxeast
  21. 21. Tagxedo @Bre%ASnyder http://bit.ly/tagxedo #smxeast
  22. 22. On-Page Optimization @Bre%ASnyder #smxeast
  23. 23. 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
  24. 24. Landing Page Optimization • SEO visitors take more organic conversion path than PPC • A/B Testing • Respect the user! @Bre%ASnyder #smxeast
  25. 25. 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
  26. 26. Off-Page Optimization @Bre%ASnyder #smxeast
  27. 27. Field of Dreams…You Suck! @Bre%ASnyder Image Source: http://imdb.to/1ryHAoP (via Universal Studios) #smxeast
  28. 28. If you build it, they will come... @Bre%ASnyder #smxeast
  29. 29. If you build it, they will come... @Bre%ASnyder LIES! #smxeast
  30. 30. Paid Amplification @Bre%ASnyder • Social: Facebook, Twitter, YouTube • Content & Display Networks • StumbleUpon Paid Discovery • Reddit Advertising #smxeast Image Source: http://bit.ly/1qKp2Nj
  31. 31. Content Marketing & Retargeting • Use content marketing to build your retargeting audience… • …and your retargeting audience to promote your content! @Bre%ASnyder Image Source: http://bit.ly/1qKpMC5 #smxeast
  32. 32. @Bre%ASnyder Final Thoughts #smxeast
  33. 33. Keywords are the means to engage your consumers @Bre%ASnyder #smxeast
  34. 34. Principles of quality and relevance remain essential @Bre%ASnyder #smxeast
  35. 35. Field of Dreams lied to you! @Bre%ASnyder #smxeast
  36. 36. SEO & PPC are not @Bre%ASnyder competitors #smxeast
  37. 37. Embrace collaboration! @Bre%ASnyder
  38. 38. Thank You! TO LEARN MORE OR FOR ANY QUESTIONS: Brett Snyder Owner, Brett Snyder Consulting brett.a.snyder@gmail.com @BrettASnyder

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