Customers are using online search to find solutions to their everyday problems, with 50% of all search being driven by Google. But how does a marketer or content creator capture this traffic? One of the key ways is through optimizing their website for search engine traffic.
Olga Andrienko is the Head of Global Marketing at SEMrush. Together with her team, she has built one of the strongest international communities in the online marketing industry. She currently leads all SEMrush branding across over 50 countries, ensuring marketers all over the world have access to the best software to run effective online marketing campaigns. In this episode, she shares the importance of SEO, how to identify the right keywords and tips to create content that ranks high for Google.
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Key Insights
- SEMRush helps marketers optimize their online presence for search results
- Global practices differ across countries with the US being the most challenging due to the amount of competition
- SEMRush evaluates your competitors, keywords, website and content
- Identify a list of questions and address solutions for their problems
- Google brings 50% of search traffic
- Focus on the questions that people are seeking solutions, not just what you do
- Keyword optimization: Do not “hide” keywords throughout the site, focus on great content
- Google understands the context of related terms so go broader to understand related searches
- Focus on subtitles for additional keywords
- Featured snippets is the shortcut that Google features – example “How to Boil an Egg”
- For companies, social media is not as important as SEO
- Advertising, social media and search should work together
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Bull’s Eye Tips:
Resources:
Apparent Failure:
Planned to provide a book for upgraded subscription, but had no plan for existing upgraded users – created a gamified experience
Most Recommended Book:
Never Split the Difference by Chris Voss
Most Recommended Digital/Mobile Resource:
Slack
Monday
Daily Habit:
Morning exercise
Wish I Knew When I Was Starting Out:
Feeling angry is okay, expressing anger at others is not
Advice for Smart, Driven College Student:
Be ready to work hard and then smart and hard
Current Curiosity:
Psychology
Best Place to Grab a Bite:
Anywhere with oysters in Boston
Burger and Lobster in London
Connect with Olga:
Website: www.semrush.com
Social Media: @OlgaAndrienko
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