“More key­words lead to more price for your web­site”

Fer­nando An­gulo, Cor­po­rate Speaker, SEMrush ex­plains about the SEO tools and how they can be ben­e­fi­cial for all on­line en­ti­ties

PCQuest - - CONTENTS - Jy­oti Bha­gat jy­otib@cy­ber­me­dia.co.in

What are the SEMrush tools and what are their USPs?

SEMrush is en­ter­ing the In­dian mar­ket with a set of tools that have been de­signed for the Euro­pean, US and UK mar­ket. In th­ese mar­kets, we have win­ners as we have won the search worth in each re­gion and we are work­ing on­ev­ery­thing re­lated to SEO and BPC mar­ket. Lot of suc­cess in re­gards to key­words and com­pet­i­tive re­search, but that’s not enough. In fact, the com­pany needs the con­tent mar­ket­ing be­cause for true con­tent, you have read­ers or fol­low­ers and through so­cial me­dia net­work, you have more com­mu­ni­ties.

So, we have started cre­at­ing more tools, based on con­tent mar­ket­ing with all the ex­pe­ri­ence that we have on SEO and BPC mar­ket­ing. So when we are cre­at­ing some tools like spoke topic re­search tool, we are giv­ing in­for­ma­tion to our users about it. For ex­am­ple, if I want to write some­thing about shoes or bi­cy­cles. Shoes or bi­cy­cles are gen­eral key­words. So, we are giv­ing youth all the tips re­gard­ing users. Users are ask­ing ques­tions like how to ride a bike, where can I find the best

bi­cy­cle, etc in­stead of gen­eral key­words like shoes or bi­cy­cles. If you want to write con­tent based on the bike, you should use th­ese types of key­word ques­tions to make the re­sult in­ter­est­ing.

What dif­fer­en­ti­a­tion is SEMrush pro­vid­ing with its tools?

We have data from more than 150 coun­tries, with all the key­words. For ex­am­ple, for United States we have more than 700 mil­lion key­words. For In­dia, we have about 100 mil­lion key­words. So, we al­ready have all the data. That data we found in the plan­ner. Along­side this, we use all the in­for­ma­tion, which will be help­ful for other re­sources likeSEOquake. SEOquake is our tool and in a cou­ple of clicks, you’ll get to know how well our web­site works.

This is a well-tested for­mula we have been work­ing for the last 9 years, with great amount of suc­cess. There are sev­eral things used in same busi­ness model-For ex­am­ple, Moz and SpyFu on com­pet­i­tive in­tel­li­gence and is a com­peti­tor anal­y­sis tool. It tells you how well your mar­ket com­par­i­son work. It’s a bench mark tool.

Do th­ese tools have some ap­pli­ca­tion and how do you mon­e­tize?

This is the most dif­fi­cult part, be­cause mostly you can­not un­der­stand how well the piece of con­tent is work­ing for you. For­tu­nately, we have fixed ma­trix to un­der­stand that our con­tent is re­ally valu­able and bring users to our com­pany. Th­ese ma­trixes are coined as ac­tions, en­gage­ment and back links. Ac­tions are mostly com­ments, likes, fol­low­ing and re­peat- any kind of ac­tions that you have un­der com­ment. De­pend­ing solely upon ac­tions, would leave the whole process in­com­plete. Some­thing re­ally in­ter­est­ing is back links be­cause when the users are click­ing on a site and they are land­ing on to your site, that’s how back link works. When com­pany ex­poses the cus­tomers to land on a spe­cific page or to your con­tent that means your con­tent is re­ally good. It means their com­pany is not wor­ried about send­ing clients to you. So, back link ac­tiv­ity in your con­tent is a real mea­sure of suc­cess right now.

Can you em­pha­size more on the ac­tiv­i­ties and back links?

Ac­tiv­i­ties can en­com­pass a va­ri­ety of com­po­nents such as com­ment, re-shar­ing, back links and some other ma­tri­ces like page views. It shows how many pages are viewed and for how many times peo­ple are view­ing your page or web­site. Over­all we have 2 mil­lion users. In In­dia, it’s mostly 300,000.

Can you high­light some of the use cases where th­ese tools have been de­ployed?

Our Com­pany caters to any en­tity that owns a web­site. So, if you have a web­site and you want to mon­e­tize, you need to have more traf­fic- some­thing that our ser­vices pro­vide.The perfect client for us is ac­tu­ally the in-house team. For ex­am­ple, the teams work­ing at Ama­zon. They are work­ing for their com­peti­tors. They have a com­pet­i­tive re­search tool, so we have Citibank as a client, be­cause they are us­ing the same strat­egy.

If you own your own web­site, you don’t have that much budget. And if you have a busi­ness, you need more in­for­ma­tion, but if you are an en­ter­prise like Adobe or Ta­boola, they have their own cus­tom, which costs around $30,000 per year or $60,000 per year. In In­dia, it’s very in­ter­est­ing for us, as we have blog­gers. If you are us­ing tools like SEMrush, in 3-4 months you can have a lot of suc­cess in your traf­fic sources.

Is there any train­ing pro­gram from your side or do you have any in­sti­tutes?

Yes. 2 months ago we launched our own academy, which is com­pletely free. They havea SEO cer­ti­fi­ca­tion, con­tent mar­ket­ing cer­ti­fi­ca­tion and the only thing you need to ap­ply for this academy is to have your time. It is on­line and free. For each course, 15 hours is the term of train­ing, which is 3 hours per day in a week.

From which sec­tor you are get­ting mul­ti­ple at­trac­tions?

Most rel­e­vant sec­tor for on­line mar­ket­ing in­dus­try is the news or jour­nal­ism sec­tor be­cause all the changes that are hap­pen­ing right now are re­lated to news or sports in­dus­try or health in­dus­try. Tourism has less at­trac­tion, as it is sea­sonal. There­fore, we are get­ting mul­ti­ple at­trac­tions from news.

What would be ap­prox­i­mately the cost in­volved to de­ploy such tools in terms of budget, that a blog­ger or cor­po­rate or en­ter­prise should al­lo­cate to de­ploy th­ese tools?

For blog­ger, cre­at­ing a blog is free, be­cause there are sev­eral sites like Word Press.You can just ac­cess th­ese sites and can start grow­ing your on­line press or you can start a paid blog, which costs 10 dol­lars, be­cause of the se­cu­rity. When a com­pany gets more traf­fic, the traf­fic is from the key­words. More key­words lead to more price for your web­site.

FER­NANDO AN­GULO, Cor­po­rate Speaker, SEMrush

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