This interview with Michael Stricker of SEMrush is part of our Webinar Series.To view the transcript of Michael’s entire presentation visit our webinar library. A transcript of the Q&A portion is available below.
McKay: Great. Great. Great. Great. A couple quick questions here.
First, what would you say the biggest mistake companies make when interpreting this data? They get in this system, they look at all this data. Are there common mistakes in terms of interpretation of it? Are they reading certain actions into data that isn’t there? Because you and I both know that most of us have biases going into something before we see the data, right? What are some of those biases that you see and how does that impact the decision-making?
Michael: Some of the biases that we might expect, depending on our audience today, might be that we tend to put a lot of weight in digital marketing and concentrate on that solely and that’s where a lot of money and research, and concentration goes and yet there are, there’s the brick stores out there. And there are people, the moms and pops and the rest of it who may not, even to this date, have a website.
There is sort of an underbelly to U.S. commerce that you could miss if you have things to sell to them. You still may have to employ some really traditional and old-fashioned methods of getting at some of those businesses. For the most part, we’re working with people who are cognizant of the power of digital marketing. They appreciate how much of a reach it gives them at such a low cost. I expect that that’s certainly most of the people that we have online with us today.
McKay: We have several people asking specifically about international competitive analysis. Can you just speak to that, in terms of SEMrush’s capabilities, as well as some of the data that you can pull. I’m guessing that in some international markets, the data sets are less complete than in the U.S. and perhaps in Western Europe. Am I right there?
Michael: Yes. So in the U.S., you’re probably talking about 46 million domains, most popular domains in the U.S.. We’re also talking about 105 million keywords that are part of the database. Again, the most popular out there. If you’re a niche, you may actually find that you want to go in and set up what we call the Position Tracker that we mentioned that gets you the ability to add your own particular keywords. What you’re basically doing is telling the SEMrush crawler to find niche websites and maybe more esoteric products and things online that might have been neglected otherwise and you’re really focusing it on that.
As far as the international side, the databases for some of these other nations, UK and such, rather than 45 million, might go down to 10 million or 6 million, in some other cases. As far as the availability, if you can see the screen, you got the U.S., you’ve got UK, Deutch, France. We’ve just added in addition, Japan, which is great and India which is kind of a challenging market but if you wanted to sell into some of these markets, you’re going to find some great information to work with and this data can be pretty hard to come by otherwise.
McKay: Right. Absolutely. Okay. One more question for you. And then I’ll make a final comment and we’ll close. Give us the typical profile of the person who uses your system. This is obviously someone who’s running the AdWords efforts for example, of their company. Is that the typical use case? Or do you see Directors and VP’s using this data as well?
Michael: We get everybody from the kitchen table SEO to the “in the trenches” Adwords or SEO manager who’s got 25 accounts going at once. People who run their own brands will have SEMrush in-house and apply it to their competitors. When we’re talking about the lead-gen, the custom reports, we’re talking about people who are international VP’s of marketing at very large companies.
I don’t really necessarily want to name them but people who sell for instance, hosting and web domains and such worldwide and they will grab a custom report and they will want 20 million results or something at a time. They’re smart enough and they have a big enough sales team that they need to feed leads to. They recognize the value in having that big data and they’ll get a bunch of it and they may go away. It’s so much data that it takes them six months to exhaust the opportunity and then they’ll come back for a fresh result.
McKay: Great info. Well, Michael, thanks for doing this. We appreciated it. A final thought from me. The only thing I would throw into this mix, is if you have this competitive data, you’re going to be able to make significantly better decisions. That much is obvious. The question is, which decisions do you make and how do you use the data? That’s really where the rubber meets the road. Very, very good stuff, Michael. We appreciate it. Any final thoughts from you before we close?
Michael: No. Thanks, McKay, for having us. Very happy to be here and get in front of the people that know you. We’re looking forward to seeing if people are interested in trying these techniques out and any questions that are perhaps unaswered at this point, we could make it a point to follow up with people more directly. I’d be happy to do that.
McKay: Great. Michael, thank you, sir. We appreciate it.
Michael: Thank you very much.