Abby Herman
Director of Search

Abby has worn many hats since joining the Snap team before settling in as the head of our Search department. She guides her team with an emphasis on delivering results and demonstrating value to clients while executing every marketing strategy with passion at the core.

Abby came to Snap in January of 2014. When she isn’t writing stellar blog posts and telling clients how to improve their business she can be found teaching the ladies of the office how to curl their hair, or trying to get the attention of any dog that happens to be in sight. When Abby first came to Snap, she was known as the quiet social media intern who occasionally had a joke to share. She leads the SEO department to success with passion and an eagerness to learn. The office would be much less colorful without her and her Paper Source inspired workspace.

What was your first concert like?

I was 8 years old and the year was 2000. Britney Spears came through the Kohl Center in Madison on her “Oops!… I did it again” tour. My cousin and I were kindly chaperoned by my older sister, who was not thrilled. All I remember is Britney coming down from the ceiling either on a mattress, or with a piano.

What do you do for Snap?

I’m the lead SEO strategist. I work with our clients through every stage in the process. I’m there from on-boarding and research of their industry and business, to strategy creation, execution, and adjustment. My typical day involves working with other strategists and the production team to determine the best way to meet the goals we’ve worked with our clients to set as benchmarks. We communicate regularly with clients as a team to maximize collaboration. Occasionally we’ll work with other departments like the design, social, and/or paid teams for a more holistic approach to achieving those goals.

What do you like most about your role?

My favorite aspect changes from day to day, but it usually bounces between two things. I insist on asking all potential clients how their business helps people. I love talking with clients about their business and what makes it special. Knowing this means that when I increase their reach, I’m helping them to help more people too is the most rewarding aspect of my job. I’m a very passionate person and I have a position that supports my level of enthusiasm, which I’m grateful for. 

I also love that my strategy role is easy to validate thanks to all the tools we use every day. I’m always able to attribute success to the work the SEO team has done and know when adjustments have to be made. Being able to log into Google Analytics and see how our work has directly increased a clients’ revenue is a pretty amazing thing to witness. 

What do you like most about Snap?

Our commitment to growth can feel like an uphill battle some days, but it is without a doubt my favorite thing about our company. Everyone in the office has the same determination for regular improvement. It holds us all accountable, and we’re all able to empathize well with each other. 

What can you never leave home without?

I have a day planner with me at all times. I keep one at my desk and one in my purse so I can separate my work tasks from personal tasks. The most stress I usually have is when my planner is missing, or I think I left it open on a table somewhere. I cant stand anyone else seeing it because it feels like my diary for how I want my day to go. I write down my priorities, my grocery list, what I’m going to wear, it’s the most neurotic site of me for sure. Rarely does my schedule for a given day work out the way I thought it would, but it always makes me feel better to have a plan.