Standing out on-line is not any straightforward feat. It’s essential to goal the appropriate key phrases with highly effective content material, construct a aggressive promoting technique, and keep a pretty, user-friendly and well-optimized web site.
That’s the place Annalect Spain is available in. Created greater than a decade in the past by Omnicom, Annalect leverages information and technical know-how to raise their purchasers’ digital advertising. And so they use Semrush to do it. We chatted with Sergio Suarez, website positioning and Martech Supervisor at Annalect Spain, to learn the way.
Inform us about your group at Annalect. Who do you’re employed with, and what do you do?
I lead an interdisciplinary website positioning group. I’m the group’s website positioning and Martech Supervisor. I work with Jorge Saavedra, our Information and Martech Lead; website positioning Workforce Coordinator David Monteiro; website positioning Senior Guide Alejandro Espinosa; and website positioning Guide Alba Cabrera.
What was the largest problem you confronted as a group?
One among our most vital purchasers had a sudden plunge of their key phrase positions. They’d initially ranked within the high three for lots of vital key phrases, however now weren’t even showing on the primary web page. This affected the web site’s natural site visitors.
As a result of we have been utilizing Semrush’s Website Audit, we recognized the foundation explanation for this situation tremendous quick and started correcting these points immediately. Issues like 4XX codes, duplicate meta descriptions, and so on. So we have been in a position to course-correct way more shortly than we’d have in any other case—particularly since we have been engaged on this situation as a group and all trying on the similar information.
Then we did contemporary key phrase analysis utilizing the Key phrase Overview software. We did this as a result of, as time handed, the search intent for some key phrases had modified—that means we must goal them otherwise.
We additionally restructured some elements of the web site. On Web page website positioning Checker was useful for this. It gave us new concepts for the consumer’s website positioning technique, content material, and SERP options to focus on.
How does Semrush assist your group save time and assist your purchasers?
Completely different Semrush instruments assist us obtain completely different targets. However as a result of it’s one platform, it additionally consolidates our workflow, so we will collaborate extra simply by inviting everybody to the group account, sharing all our tasks and information.
That is very useful as a result of it means we will every work on completely different aims concurrently and obtain them extra shortly. And since all of us have entry to the identical information, we’ll nonetheless get the holistic insights we have to set up a singular rating imaginative and prescient for our purchasers.
For instance, the Website Audit software provides us a stable technical basis for each new and established purchasers.
The software supplies an in depth overview of a consumer’s web site well being, exhibiting us the errors, warnings, and notices we have to right if we would like their web site to rank.
This helps us map out our technique and outline how every group member will contribute to our consumer’s success. We additionally use it to research our progress as we enhance that web site over time.
The Key phrase Hole software can also be an vital useful resource. It helps us construct a extra cohesive technique for our purchasers along with a couple of different instruments.
For instance, Key phrase Hole lets us uncover highly effective key phrases, after which we’ll analysis these key phrases extra totally utilizing Key phrase Overview. This helps our content material group plan and write for essentially the most worthwhile key phrases for that consumer.
Oftentimes, these key phrases are fairly troublesome to compete for. Backlink Hole helps us establish which pages want extra backlinks in an effort to rank. Then, we’ll set up a hyperlink constructing technique to assist that content material and assist it rank increased.
Semrush additionally makes our reporting course of much more environment friendly. We began utilizing My Studies to ship computerized Natural Search Positions updates to one in all our purchasers each month.
For comparability, it takes us about half-hour to construct a brand new, full website positioning report in Semrush. To construct the identical report in different instruments, it took us about two days. That’s an unlimited period of time that our group can now dedicate to different vital duties. And since we will collaborate so simply, each group member can add their enter to a report, bettering its high quality earlier than launch.
What does your typical challenge workflow appear to be?
We create and share tasks in Semrush to maintain all of the related consumer info collectively in a single place. This manner, every group member can entry all the data they want, and hand off duties or work collectively extra simply.
We begin by assembly with the consumer to debate their targets and what KPIs they plan to trace. Then, one in all our website positioning specialists will begin including this info to the challenge. Typically, this implies including their goal key phrases to Place Monitoring.
Then we collect information from instruments like Natural Analysis, Area Overview, Site visitors Analytics, and Backlink Analytics to determine benchmarks and hone our website positioning methods. All of this feeds into our month-to-month reviews, which we construct within the My Studies software to replace every consumer about our progress.
From there, the workflow varies relying on the challenge.
Let’s say a consumer desires to develop new content material for his or her web site. With their intent in thoughts (for instance, in the event that they wish to educate their viewers), we’ll use Semrush’s key phrase analysis instruments to be taught extra about what the viewers is searching for.
Then we construct an inventory of essentially the most related and high-volume key phrases to focus on with every bit of content material.
From there, we analyze Semrush’s key phrase information to establish a very powerful phrases to give attention to. Then, we share the website positioning Content material Template with our copywriters and content material specialists, specializing in these key phrases.
On the supervisor stage, we additionally depend on Semrush to current customized information to our purchasers. For this, we’ve got client-specific tasks, after which confer with the suitable software from the website positioning Dashboard—for instance, Place Monitoring—to replace them about their efficiency on ongoing tasks.
How has Semrush helped you obtain your online business targets?
As a result of every consumer’s wants are distinctive, Semrush’s flexibility brings us quite a lot of worth. It permits us to be extra agile in our audits and key phrase analysis. So the precise worth it brings is completely different for every challenge.
Right here’s one instance.
Over the previous yr, one in all our purchasers within the Spanish quick meals business has grown nearly 121% in key phrase rating.
The consumer began with nearly 37,000 key phrases rating. In a single yr, that quantity has grown to nearly 81,500. Each key phrase group—these rating within the high three, between positions 4 and 10, and in different positions—has grown.
We additionally improved the variety of key phrases rating for one more consumer within the UK water provide business. For that consumer, we used a mixture of on-page website positioning and content material adjustments, together with a brand new backlink technique. Semrush supplied the information we would have liked to construct that technique, and enabled us to sync every component.
Work Higher Along with Semrush
Whether or not you’re working together with your inside website positioning group or mapping out a content material technique with a consumer, collaborative website positioning is essential. And Semrush is right here to assist.
So as to add extra customers to your account, go to the Person Administration part of your My Profile menu. Right here, you’ll be able to add new customers or contact us for assist getting began working as a group.
Wish to be taught extra? Take a look at our Information Base article to see the entire course of in motion.