If you are an online marketer and want to know how to increase your visibility online, you should take a listen. don’t go away. Our guest on this episode is from the world’s leading competitive research service for online marketing. Fernando Angulo, head of communications at SEMrush talks about its tools and strategies for getting its clients noticed online.
SEMrush was a startup in 2008 with about 12 software and a great idea. Headquartered in the Czech Republic, its first product was a called SEOquake, a free toolbar to use in a browser that measures metrics like website traffic, domain authority, website owner, number of external links and other KPIs for SEO. Today, SEMrush is global with 1,000 employees in four countries and three offices in the U.S., one in Russia and one in Cypress.
According to Fernando, anyone who has a website and wants to earn an exposure online needs tools like SEOquake and the services at SEMrush. The company can help marketing agencies, corporations, brands, small businesses, even freelancers, in developing four strategies: SEO, Social Media Channels, Content Marketing, and knowledge about competitors using the business intelligence that SEMrush offers. Its tools provide added value with more information, easier reporting tools and the ability to implement more campaigns and strategies at the same time daily. Its newest platform, Traffic Analytics, can provide intelligence about a competitor’s every move on every search engine, including traffic sources, social media, paid traffic and more.
While keyword research is still important, it has gotten much more complex. As a leader in competitive research services, SEMrush has a large database of more than 60 billion keywords in 150 countries.
Understanding How People Search Online
If you are just getting started online, Fernando recommends that you look at what topics are more popular in your industry. SEMrush can help by giving you insights into how people are searching for your products or services. For instance, today people are conducting more longtail searches. They are using longer phrases and sentences to find what they want. So, once you’ve picked your topic, choose those longtail keywords and create content for it.
Fernando says Google changed its search features and the way it is working with results two years ago. If you are looking for nearby gas stations, for example, you will usually get a Google map and a list of gas stations.
Google’s search results sometimes show listings where the snippet describing a page comes before a link to a page, not after. Results displayed this way are called “featured snippets.”
Featured snippets are triggered by keywords used with a question, or comparisons like “what is a betters, this or that?” This is, again, because of the popularity of voice search and longtail searches. The third way to trigger a featured snippet is by using prepositions, such as, “like,” “for,” “with” and “without.”
About 80% of the featured snippets typically use Google products, so brands are seeing a dramatic reduction in the number of clicks coming to their websites. Fernando says you can change this by creating original content that follows guidelines. Google is looking for descriptions that are either 42 words or 262 characters in length. There can be an image or video with it or not. Also, adding lists to content can help you in Google search. Booker.com has been successful using lists with content that includes “the top 10 vacations in Spain” or “the most beautiful beaches in Greece.
SEMrush has recently added Content Marketplace, where brands can order content with all the structures required for a featured snippet.
Semrush offers three pricing tiers:
- Pro Package for $99.95/mo. It includes full access to the database and SEMRush tools with the exception of the Traffic Analytics tool.
- Guru Package for $199.95/mo. It includes everything in the Pro Package, plus seven years of historical data of your competitors’ PPC, prices, types of ads, positioning and more.
- Business Package for $399/mo. Full access to the above and the Traffic Analytics tool.
Connect with SEMrush
A very transparent company, SEMRush connects with people on almost every platform. It has Groups for Support, open discussions every week in Chats and offers certification programs with its SEMrush Academy