MarTech Interview with Eugene Levin, Strategy Director at Semrush

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Eugene Levin, Director of Strategy at Semrush discusses some relevant SEO best practices while giving us the main highlights and updates from Semrush from this year.

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Welcome to this MarTech Eugene chat, tell us more about Semrush’s journey since early 2021 (there have been some exciting updates!); we’d love the key highlights !?

So far 2021 has been an amazing year for Semrush. With the modern marketer in mind, our team have made some important updates to help them succeed in their roles. To start with, we’ve made some important updates to our backlink index and keyword difficulty scoring systems, both of which make working with even more reliable data possible. In May, we launched our brand new Application Center, giving our developer partners access to a number of digital marketing communities around the world. More importantly, Semrush launched its initial public offering in late March, marking a significant milestone for the company. When I look at what the company has accomplished in the last six months alone, it is truly amazing!

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We’d love to hear more of your thoughts on the changing SEO landscape and what today’s marketers need to do to stay on top of the SEO game?

When we look at marketing today, compared to just 10 years ago, marketing teams no longer work in silos. SEO has moved from a stand-alone method to part of a much broader interdisciplinary approach. For example, modern SEO is largely focused on things like:

  • Make websites fast and responsive
  • Improved UX, architecture and internal mesh
  • Create valuable content
  • Present this content to other people to gain high quality links (do digital public relations)

But these things are not exclusive to SEO. They are good for business and marketing in general. Many of them are performed by other teams. For everything to work properly, all teams must work in sync. As such, SEO professionals have become a glue that brings teams together.

Can you share some examples and lessons from top brands that boast a great SEO strategy and process?

I can think of several brands that have an amazing SEO strategy and process. The first that comes to mind is the web development platform, Wix. The Wix digital marketing team has perfected content marketing as an essential part of SEO. Their approach to content localization is quite commendable and continues to serve them well in their SEO efforts.

Moschino, an Italian luxury brand, is another company that has really improved their SEO strategy and process. They have extended their SEO presence on Google beyond their own branded keywords, which in the world of Italian luxury brands is a major step in online visibility. This company leverages the power of competitive intelligence to rank among the most revered brands in the industry.

Back to the story of Semrush’s IPO: what impact does it have on platform users?

Our IPO ultimately allows us to further expand our capabilities and what we can offer our users. With more resources, we are able to build our already extensive dataset. On top of that, marketers will begin to take advantage of more training and development opportunities on our platform to better master the art of digital marketing.

On a larger scale though, Semrush’s IPO helps further highlight Online visibility as an essential effort for businesses large and small. Historically, it tended to be a bit underrated, overshadowed by the email marketing and CRM software industries. But now we are seeing people investing more in online visibility and being more serious about it than ever before.

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We would love to hear about Semrush’s upcoming innovations and how it has helped marketers during the pandemic and now through 2021 as companies resume operations before Covid?

At Semrush, we are constantly innovating and expanding our platform in new directions. For example, we recently acquired a company called Prowly. This acquisition allowed us to add four new product categories in the digital public relations space to our already extensive portfolio. We are also building products for Amazon sellers under our new Sellzone brand. And our goal is to help millions of Amazon sellers make their listing more visible and attract more buyers.

Semrush acknowledged that the pandemic has severely affected marketing teams in various industries. In response, at the height of the pandemic, we made our platform’s social media products free to all users. A year later, we recognized that it had been so well received that we have doubled and are now continuing this effort through 2021.

One thing marketers have learned from the pandemic is how to be disjointed and creative in their marketing approach. By nature, marketers are masters at adapting to a rapidly changing advertising landscape – it’s no surprise that so many people have persevered and weathered the pandemic. We were proud to support them during these tough times, but we’re even more excited to help marketers thrive in the years to come.

Some final thoughts and takeaways for tech leaders looking to go public in the future?

Once tech leaders understand their purpose and goals, the sky is the limit. For Semrush, we have always been and continue to be guided by the dreams and aspirations of marketers. Every move we made was for our customers – if a business follows this type of mindset, it will be doomed for success.

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