Tiffany Pullin leads the SEO team at 360Partners, an Austin-based digital marketing agency. Tiffany develops and consults on strategy for all levels of SEO, from top-level goal alignment to implementation recommendations. She specializes in complex SEO challenges, including developing user journeys for long buying cycles and breaking into competitive markets.
Please introduce yourself and where you work.
My name is Tiffany Pullin, and I am the senior SEO analyst at 360Partners. 360Partners is a digital marketing agency which focuses on SEO, PPC, CRO, and Digital Business Intelligence. Our clients are in a number of verticals from consumer/eCommerce to B2b high-tech and education. We are data-driven, and focus on finding strategies which help our clients gain more revenue. At 360Partners, my responsibilities include providing strategic guidance for improving organic traffic and conversions through tactics like technical optimization, result-oriented content development, and backlink outreach.
How do you think SEO has changed over the last 10 years?
SEO has changed based on the sophistication of search engines, and is focused on the user now more than ever. It is continuing to evolve to be more contextual, hyper-specific in search result relevance, and personalized to each user. It’s a big advancement over initial SEO tactics like keyword insertion!
How did you get introduced to digital marketing, more specifically SEO?
I come from a public relations background, where mass communication through earned media is also a focus. However, I was drawn to the measurability and ubiquitous nature of digital, with SEO being the “earned” side of the coin, so to speak.
What are the services you provide to your clients?
Our agency provides SEO, PPC, CRO, and Digital Business Intelligence services to our clients. Within our SEO offering, we offer strategic recommendations in 5 primary areas:
i. Technical
ii. Architectural
iii. Content
iv. Backlinks
v. Online Identity
What strategy according to you will prevail in 2017 for SEO?
For many of our clients, the primary goal in 2017 is to gain a broader audience for high to mid-funnel terms. Because of this, we are developing and optimizing content for answer box visibility. Based on recent industry studies, it appears that this search result component will only continue to increase in frequency of appearance in the coming year(s).
What would your advice be to people who are looking to take up digital marketing as a career choice?
I would say that curiosity is key in this industry. Many are self-taught, and the industry changes constantly, so you must be curious and hungry for more knowledge in order to succeed.