As the growth in digital marketing acclerates so the number of useful tools available to analysts, marketers and strategists continues to gather pace. Understanding where to focus your time, effort and budgets on the rights tools that will help you deliver the right results is becoming an art in itself, not only to service your clients and meeting objectives, but ensuring you are investing in the tools that help you build both a strategy for your campaigns as well as support your specific digital tactics.
This post introduces you to SEMRush, a market leader in web analytics with a focus on helping you understand your search landscape and more importantly uncovering insights on what and how your competitors are performing.
I caught up with Fernando Angulo is the head of international partnerships at SEMrush
Sell SEMrush to us in a tweet.
Discover your competitors’ search marketing secrets and outrun them! SEMrush will supercharge your SEO/PPC efforts in no time.
Does it work? Are you ready to buy a SEMrush subscription right away?
Well, I hope I’ll be able to describe SEMrush’s service in enough detail to acquire some new customers by the end on the interview. J
By the way – thank you for your interest in our service!
How does SEMrush differentiate its proposition?
SEMrush is a comprehensive service, and the main reason we’re a market leader in web analytics is that all the data, tools and reports we provide can easily cover not not only basic, but deep analytics in various areas of marketing. If you google SEMrush, you’ll see that our service is mentioned in an article about SEO, PPC, content marketing and social media.
Plus, we provide tools that allow you to comparing your own results you’re your competitors’ – and this is important, because your efforts are useless if you are going in the wrong direction.
Another thing that I’m actually proud of—we are constantly developing and growing, and we are very responsive to our users’ requirements. We have huge plans – really, you won’t recognize SEMrush in a year. We are going to add some brand new reports. Even now, we provide data that no one else on the market provides (I’m talking about PLA reports), and I hope we’ll be able to offer more of it.
Differentiating your proposition seems to be a hot topic at the moment. What are your thoughts on this and what are the opportunities for brands?
To answer this question, I want to go back to 2006, when SEMrush had just been launched. The founders of the company, Oleg Shchegolev and Dmitri Melnikov, were looking for a tool that would satisfy his analytic needs. He faced a problem that couldn’t be solved by any other product on the market. So he created SEMrush. Our strongest feature, now and back then – we answer questions that trouble hundreds of thousands of professionals all around the world.
Now, marketers have a lot of questions. Marketing is developing, becoming more and more complicated, and questions become very niche. Answering those questions can be a great selling proposition. Look at BuzzSumo – they started with a single report – a list of the articles pertaining to a certain keyword and the number of social signals. And they nailed it! They found a niche – they answered the right questions and now they are turning into a powerful suite.
Your SEMrush Chat hangouts on Twitter provide some topical and interesting debates on various digital marketing tactics. Do these provide you with a platform to engage in a vibrant digital community?
Of course. The success we’ve had with SEMrush Twitter Chat is based on a bladed latest trends and opinion leaders in the market. This formula means the experience of great professionals is transmitted and shared by hundreds of community members and thousands of users on Twitter.
What type of tools do you provide for digital marketers?
SEMrush is not just a set of tools. Tools themselves won’t put you on the right path if you don’t have the right analytics. So we provide both – data reports and a variety of tools. In general, we can divide all our tools into two categories– those that provide you with certain information and those that help you track your results.
Each tool can provide data not only on a certain domain, but on several domains at once, allowing you to simultaneously monitor your competitors’ results.
Knowing what to monitor and measure for your digital marketing tactics is essential. How does SEMrush help to ensure marketers are using the right metrics?
There is no right or wrong set of metrics. The key is to measure the right mix, which will show you the actual state. That’s the whole idea of a multi-purpose suite – to provide several metrics so you can see not just one piece of the puzzle, but the whole picture, and then how to improve if you need to.
We run a blog and actually there our users can find all the information not just about SEMrush usage, but a tips on improving your marketing flow in general.
How would encourage an organization to consider adding SEMrush to its digital marketing analytics?
Let’s suppose we are plumbers and we are fixing pipes from house to house. Every plumber has their own tools. There are those with old ones, and those with new ones that can make everything much easier. Which do you use? The answer is easy.
With this comparison, I just want to point out that an organization that is using SEMrush, or any other tool like SEMrush, has a broader horizon; web analytics is a modern process, and it requires modern analytical tools. And marketing is actually much more difficult than plumbing (no offence, plumbers!), because it covers a lot of different areas – SEO, advertising, content marketing and so on – and you need to analyze each of these, track your progress and make the correct prognosis.
Going back to our metaphor – a plumber can just say, “Ok, this pipe isn’t leaking – end of the story.” Marketers need to know why it’s not leaking, when it might leak again, and how to fix it in such a way as to prevent any damage if it does. They also need to know how their competitors are doing the same.
Fernando Angulo is the head of international partnerships at SEMrush, an online service that provides competitive intelligence including keyword research, paid research and backlink analysis.
Fernando is actively involved in the search marketing world, and he is a regular speaker at SEO and digital marketing events worldwide. He specializes in B2B search marketing and lead generation programs. As an integral member of the SEMrush team, Fernando uses his knowledge and experience to define development strategies according to new trends and current market requirements.
Fernando received his Master’s degree in world economics from the University of Saint Petersburg in the Russian Federation.