We are thrilled to feature an exciting guest / SEO expert on our show today. Brett Snyder is the founder of Knucklepuck, a digital marketing agency that helps businesses leverage the power of organic search to reach a new and expanded audience online. Knucklepuck specializes in SEO, paid media & PPC advertising, content marketing, and web analytics.
As you will pick up on in today’s episode, Brett is super passionate about SEO. Before starting Knucklepuck, He worked at SEO agencies from Philadelphia to Atlanta and gained a lot of experience working with small mom-and-pop shops to Fortune 50 firms.
While working at these agencies, he quickly picked up on a key linchpin to success, which is to focus more on producing results that lead to tangible business outcomes more so than vanity marketing metrics. For when you focus your efforts on the business results and tie your strategies and tactics to achieve these metrics, then you are better equipped to set your business up for long-term ROI success.
Listen to the episode below:
Key Takeaways from Today’s Episode:
- Why SEO is so important in today’s day and age. SEO is a grand experiment in reverse engineering to help your business get found.
- The tactics and strategies involved to help your business get ranked through SEO. There are three (3) primary areas to focus on as Brett discusses the importance of in-page content, on-page content, and off-page content, and how each of these should work when performed effectively.
- Tools and recommended web hosting platforms that help improve SEO optimization. Google Analytics is mentioned throughout the episode and how this free platform can be used. Ahrefs for competitor analysis and keyword research is also mentioned. It’s important to note that SEO is a constant endeavor, and using project management tools such as Trello and Basecamp are critically essential to keep SEO processes organized.
- The differences between Paid and Organic SEO. Paid and organic SEO are entirely different, and each has their own independent algorithms. Having a balanced approach is recommended by Brett on the podcast if your budget can afford it.
- Some of the big SEO no-no’s to avoid. If it sounds too good to be true, then it probably is. If you’re in violation with Google’s guidelines, then you are at risk of not just losing your rankings and visibility, but you are also putting your business in jeopardy. There have been many unfortunate examples of businesses that went down this path, thinking they were outsmarting Google, but eventually, Google caught on, and now many of these businesses are defunct.
- How long it can take for SEO to work. You must always think of SEO as an investment. There is extensive research upfront, and multiple steps involved throughout the implementation phase(s). You must also account for the time it can take for you to see the needle move with all the efforts taking place. Sustained success can take anywhere from 6-12 months or more. Brett uses a metaphor of a flywheel to illustrate how the SEO process (when done right) should work.
- The results businesses can expect as a result of properly executed SEO efforts. First, it is important to look at the state of your website. If your website hasn’t been updated since 2003, then don’t expect overwhelming results as a website redesign may be your first up-front investment. Also gaining an understanding of your current state of content on your website and the competitiveness of your space is key. But once everything is working as planned, then SEO can significantly impact your performance metrics tied to your business outcomes. More leads coming through your website, if lead generation is the metric, can greatly increase as a result of a properly executed SEO engagement.
- The important SEO metrics to look at. Don’t get too hung up on keyword rankings. Analyze the traffic broken down on your landing pages, and pay attention to your engagement metrics. High bounce rates on a blog may be okay, but high bounce rates on a software company page could very well indicate a poor user experience.
- What changes to expect with SEO in the near future. Pretty much the changes to expect will be an extension of the changes already taken place the past five years. SEO is getting harder and harder, and it is becoming more saturated. Also, how SEO can help you in today’s “attention economy” as people are searching for answers to their questions on the search engines will continue to play an important role. Lastly, greater investments in quality content will play an even larger role moving forward. Quality content is and always has been king.
How to Contact Brett and Key Resources:
- Check out Knucklepuck’s website: https://www.knucklepuckmedia.com/
- Also, be sure to check out Knucklepuck’s blog, which is chock-full of valuable info: https://www.knucklepuckmedia.com/blog/
- You can also follow Brett on Twitter: @BrettASnyder
- Regarding key resources, Nate Shivar who was mentioned throughout the episode is a terrific resource to leverage when it comes to SEO. Nate is a published author, and he has put together several valuable resources at Shivarweb.com. Nate breaks down strategies, tactics, and resources that are palatable for beginners all the way to advanced SEO experts.
- Lastly, you can check out The Bamboo Chalupa podcast, a podcast hosted by both Nate and Brett that shares educational tips and strategies businesses can put to use in today’s digital landscape.