Joseph introduces the topic of today’s episode, Semrush to create content, as well as share a news story relating to Google Stories. Google Stories allows for content creators to embed their stories into their webpage, through their WordPress plugin they created. Joseph explains how this will help with organic searching, and how even though the plugin is only available right now in the United States and Brazil, but will be expanded globally very soon. Joseph also discusses the Google page update that was originally supposed to come out in May, it is now going to be rolled out over time from June 2021 until August 2021. Joseph introduces his guest for today’s episode Tyler Wilson, who is currently a Senior Account Executive at Semrush, who before Semrush worked for several Philadelphia based marketing companies. The two discuss Tyler’s passion for Search Engine Optimization (SEO), and Tyler explains how he was always interested in all things digital, and when he found out he could make a career out of it, he was excited to do just that. Joseph and Tyler discussed Tyler’s journey to working for Semrush, and how he originally started out as a customer of Semrush. Tyler explains Semrush’s unique selling strategy, which works with technical SEO, social media, and other data all in one place, in a user-friendly way, that expands past the data available from Google Analytics. He also explains how Semrush is known for their data, but how they are also expanding into AI, and how their database is expanding more and more each day, as well as the countries and languages they use.
Tyler explains what Semrush defines as content marketing, as writing content so that it ranks for a specific keyword on Google, as well as what they do to help that. He explains the variety of tools provided by Semrush, specifically research-based ones that can be separated by location and language, that can help with content marketing. The two discuss how Semrush’s research tools make use of AI, and how it searches for keywords common in the first ten pages when something is googled, as well as the backlinks linked in all of the web pages within the first ten pages. He also explains what he believes is one of the coolest parts of Semrush, which is Semrush’s analysis of the keywords for content marketing the same way that Google sees it, with just plain text without any graphics. Tyler explains how someone doesn’t need a lot of experience in SEO and Content Marketing to use and make use of Semrush, as they provide modules for their customers that explains how it works and how to use it. The two discuss the differences between Semrush and Yoast, a WordPress plugin.
Tyler explains an AI tool within Semrush, Impact Hero, that is a web analytics platform, that’s purpose is to help enhance one’s analytics platform, to help them understand which content needs to be updated. The two discuss how Impact Hero works and operates, and how it utilizes SEO and AI to help in pruning content for the purpose of SEO rank. Tyler explains how intent is one of the most important aspects in using Impact Hero, as it helps in deciding how best to write and create your content, as Joseph brings up the point of search volume, which Tyler doesn’t believe is as important as intent. The two continue on to discuss Google ranking, and the experiments that Semrush goes into to have a better understanding of how Google engages in their ranking, specifically whenever Google adjusts how they rank keywords and webpages. The two discuss updating data sources, and when and how often is the best method for updating data sources. They also discuss how current events affect Google ranking and keyword ranking and data, and Tyler brings up the example of Covid-19 keywords, and how Semrush takes these current events into consideration for their analyses. Tyler explains that he believes that traffic and conversions are what display successful content marketing.
Joseph and Tyler discuss a tool from Semrush, Traffic Jet, that has since been discontinued from when Joseph had first heard about it. Tyler explains how this happens from time to time at Semrush, as they tend to experiment often with different tools, but not all tools work out in the end and need to be discontinued. The two also discuss the newest search engine that has been growing in prominence relating to people’s lives, Amazon’s search engine, and how Semrush works with this search engine as well. Tyler explains in the future it will be more and more difficult for new websites to break through to popularity through SEO keywords, as many of the most used and popular search keywords are already in use, and unless new trends come through with new keywords, it will be difficult for new webpages. The two discuss how accessible Semrush is financially, and how it offers three different membership tiers, and how each of the tiers can be customized to the customers’ needs. Tyler gives Joseph and the audience insight on the future of Semrush and what they plan on rolling out in the future.