Fernando Angulo is Head of Communications at SEMrush. He has been with SEMrush since the beginning of the company’s marketing efforts and has built its all-star marketing team. Being one of the most recognized faces of the brand, Fernando is speaking at 50+ top conferences worldwide each year. Fernando specializes in B2B search marketing, e-commerce, influence marketing and trained marketing teams of companies such as Expedia, T-mobile, Prestashop and Bing.
Transcript of the Conversation
R.J. Martino: Welcome to this week’s podcast. Jordan, how are you?
Jordan Smith: I’m good. How are you?
R.J. Martino: I’m good. I’m excited to jump straight into our featured guests, Fernando Angulo who is head of communications at SEMrush.
Jordan Smith: Yeah. And you guys out there might be thinking about, well, why do I need to listen to Fernando? Do you want to be found? Do you want patients whenever they have some sort of symptom that you can solve? Do you want them picking up the phone and calling you? Okay, good. That’s a good answer. If the answer was no, go take a break. If it was yes, then you have to listen to this. Without further ado, Fernando Angulo.
R.J. Martino: Fernando, welcome to the podcast.
Fernando Angulo: Hi. Hello everybody. Very happy to be here. Happy to share everything that we created for you guys because we recently sent our research to the industry and we have a lot of stuff to talk about.
R.J. Martino: Well, for those physicians or physician managers out there, why don’t you give just a little elevator pitch on what SEMrush does?
Fernando Angulo: Perfect. Well, we at the SEMrush … Let me tell it from my perspective because I’ve been working for this company the last eight years since we were like 10, 15 people and we grow the last only five years to about thousand people in the company. So we are data providers, we are SEO tools providers, content marketing tools providers, social media tools provider. We are doing a lot for your marketing team. So if you are involved in digital marketing we are the solution that you want to have in order to make your website more visible online if you’re looking for online visibility, we are your choice.
R.J. Martino: Well, we’re happy to have you and I’m sure we’re going to talk a lot more about the product. We kind of want to start with telling our listeners and you kind of our framework on how we think about building a profitable practice. Because usually physicians that are listening come to us because they’ve got a symptom and almost always the symptom is they want more patients. That’s kind of what we’re known for. We get a phone call and we say, “Hey, I’ve heard what you’ve done for this clinic and we need to grow just like that. Can we talk?” And that’s whenever Jordan or Jordan and I or me separately, we sit down with the physician and it’s important we sit down with a physician because there’s not a bill of goods we can do. The first thing we have to do is make sure that they’re willing to change.
R.J. Martino: They’re willing to take complete accountability for every problem in their practice. Because if they’re not, then what we deem them as is non coachable. And if they’re not coachable, you can bring any consultant in the world to them but they’re not going to listen. They’re not going to change their way. So step two in our, for lack of better term babysit processes, making sure that they’re coachable. If that’s the case, then we move into triage. You want to tell them what triage means?
Jordan Smith: Yeah. Next is just really identifying the problem, which is why I’m excited for you guys to hear a little bit more about SEMrush because a lot of the time it just comes down to I need to get in front of more people. So then it’s really just stepping back and saying, “All right, well what are issues?” Typically we always say the issue isn’t the issue it’s a symptom of something larger. So if your practice isn’t growing or it probably means that there’s a number of different things that aren’t working effectively. One of those things being what we’re going to talk a lot about today.
R.J. Martino: So as we triage, the first thing we look at baby step four for us is just do you have a business plan? Do you have a vision for what you’re trying to build? Because if you just want to fill your book, we might be able to do that just with an easy tool. But if you’re trying to grow a practice in multiple cities, there’s a lot more that has to be done. And so they have to clarify it in their head on what the future is. After they’ve done that, we then can build strategies and tactics and only then. Once we know where we’re going, then we can build a strategy and tactics. And that’s really, right now where I’m thinking SEMrush fits in.
Jordan Smith: I am too with both, not only the strategic part but also kind of the tactical piece of that. So all of that being said, Fernando, tell me a little bit about the tools that you guys have is so robust. A lot of the times we’ll get questions on “Can you guys do search engine optimization or search engine marketing?” And I’m saying, “Well, that’s a very big question.” So I know you briefly mentioned it, but talk a little bit about SEMrush and how you guys work with folks.
Fernando Angulo: Well, actually we have different, different tools for making the website any website even better, even more visible. We have different tools for example, create a list of keywords that people are using to find any website in any search engine and of course, if you want to create a website, you want to people find your website. That’s why you need keywords and that’s why you need to create content. For example, for the healthcare industry, that’s something that people are just looking every single day. I will say that the question for physicians for I don’t know, dental specialists or for any type of symptoms are the most popular on the internet. Symptoms from everything and you were mentioning that people are going to physicians asking for their symptoms.
Fernando Angulo: But I believe the first step for them is to go to any search engine for example Google and they will type the question there on their symptoms and of course, the first results are mostly the most trusted ones. So if you have a website, you want to be in the first page of results. That’s where SEMrush can help you to be there.
Jordan Smith: And I think you mentioned something very important, which are we know that most people whenever there’s an issue, just think about how you search for stuff. You always start with those symptoms. You start with running nose or sore throat or tooth pain or blurry vision, whatever the case is. Very rarely do people start off doctor near me. They’re always starting off with those symptoms first, right Fernando?
Fernando Angulo: Yes. That’s actually something that was happening the latest five, seven years. When people, they just have a symptom and they go directly to Google to find what is to think about and to see, some medication as well, the treatment. So in some cases Google is been acting like the physician, like the doctor for many users and some of them they are just trying to get better from there.
R.J. Martino: I think it’s important to tell our audience, SEMrush published a great healthcare study and Fernando in the show notes, we’ll try to put a link to that somewhere. But this study did a deep dive into healthcare and how people are finding you, what they’re looking for. It also looked at things like what industry spin look like on that advertising side because a lot of people think of SEMrush just a tool for the SEO side. But you’re also providing lots of information on the advertising side. Is that right?
Fernando Angulo: Yes, that’s correct. We created a big, big study based on a research on the top 500, the biggest one players on the healthcare industry, including most of the biggest website by traffic, by trend. So the whole study is been taken from the last year. It started for 2018 until the end of 2019. And we saw lots of interesting stuff there that of course I will want to share today with you guys.
R.J. Martino: Well, kind of starting from the top, think about your most successful clients, the people who are just your cheerleaders and describe their life before they started working with SEMrush and then describe what their life looks like now we kind of want to talk about our audience. What would it look like in a best case scenario? How do they look before and how they look after?
Fernando Angulo: Yes, I can take a similar like samples, but I really love one. For example, this is a dentist in the UK, in Manchester and he had just an office for his practices and just one coworker there, a secretary. So they were only two working every single day he opened a website with his address, phone number and a booking system so you can book his dental services from the website. And that was just it. A few clients per month, 10 clients per month. But when he came up with the idea to optimize for search engine, so SEO search engine optimization, he started using tools like for example, SEMrush.
Fernando Angulo: He was one of our clients the last five years and he started to include some content on his website related to dental services in Manchester, dental services in London or the best dental services or book an appointment with a dentist in Manchester and things like that, that are very clear from a marketing perspective to be number one on the most popular searches on the website. But for most of the specialists, they don’t have the idea to use that kind of terms inside their content. So he had been using this kind of terms inside of the content with the images. Also, he was creating some videos on YouTube, he was creating some social media activities on Instagram and Facebook. So every possible activity that can bring him some visibility help him a lot to be the number one.
Fernando Angulo: So he for the last two years, I believe is number one, not only in Manchester but in the whole UK for the term Dental Services in the UK. So that term only can bring about 500,000 visitors per month. So that’s a completely different change for his life. Why? Because right now he has not only one secretary, but five. He also hired another dentist specialist to his … He moved from his office actually, he’s right now in a new building right now in his company because right now this is a dental care network. He has about 100 people working for him. So you can escalate a lot because you are not just thinking that people from Manchester or from a specific city are going to find your services. You can escalate that for the [inaudible 00:11:46] are next to yours.
Fernando Angulo: For example, if we’re talking about the UK, you can mention cities like London. You can mention cities like Leeds or whatever. In the United States is the same thing you have even more possibilities with because you have different, different cities, you have different locations, you have different States and you can be more, even more popular with your search terms. Why? Because if you’re using search terms that are popular for your needs, I don’t know maybe you are a dentist, maybe you are a pathologist, maybe you are a … Whatever professional you have, you need to use that kind of search terms to optimize your content.
Jordan Smith: Absolutely. And you know, that’s a good example of R, J was mentioning earlier finding practitioners and providers that really take ownership of the problem and decide that they need to make a step forward on doing something. That’s a great example of a doctor looking at it and saying, all right, I need to do something to solve this issue. And really dig again and working with a group like you guys to solve that issue. Tell me exactly for somebody in that situation and maybe still using that same doctor as an example. How does the engagement go? What are you guys helping step through that with him? Tell me how an individual like that kind of uses your tool set in your service?
Fernando Angulo: Just as an idea. So in case, for example you are providing different services. You have the top of your services, which is I don’t know, dental whatever service you just put that term in our tools that is called topic research and you just need to press enter. That’s it we will give you tons of ideas of content that you need to use in order to create more visibility for your keywords. So the keywords that you are matching with your main term, it will be there. Just let me do it very quickly. So for example, Dental Services in United States today, it’s really popular, but it’s not only popular as a term, it’s popular because there are different, several other topics that are correlated to this term.
Fernando Angulo: Well, one of them for example. Let me, it will be there. Booking an appointment, which is part of our big research. We have another one here that is just, Dental implants or root canal or for example oral health, oral disease they have several, several visits per month. I can say 24,000, 200,000 visits per month. So just having ideas to create content that’s the first step. If you’re going to have any ideas to create, just go to SEMrush. I will give you the ideas that are working right now for other professionals.
R.J. Martino: You know knowing our audience and just knowing some of my friends that are physicians the first thing they might be thinking is, “Hey, I know root canals are popular search item, but that doesn’t mean they want my services.” And one of the things that you guys spoke about in this research are things called trigger words. Can you help explain to the audience trigger words and why they should care about the popular stuff and how … Just explained to them what trigger rewards are and what that means in your business?
Fernando Angulo: Yes in marketing, in digital marketing world. We have several type of words that can trigger an action that are called to actions. So that’s the other name. We can call them, call to action words or trigger words that make people take a decision and move forward for an action. In the case of the healthcare industry, we have several of them. Let me just give you the top 10 of the least. So for example, the number one is online appointments. So if you are a practitioner, if you have a website, you need to have that keyword of course optimized to be found on Google. The next one is appointment scheduling. Then we have a services emergency, then work insurance, then we have appointment online, skill appointment, flexible financing, money-back warranty, Carl now or world-class services.
Fernando Angulo: This kind of wards are pretty easy, but they’re triggering an action from the user and that’s why you need to use this kind of words. Why? Because the top 500 websites that are the biggest one in the industry are using them. Why they are using them because they are working really good. They are using these type of words in advertisement. That means that they are investing, they have budgets to do ads for this words. And that means that they are taking some advantages of these words as well.
Jordan Smith: When you’re talking to people out in the industry, there are other tools out there other than SEMrush systems overlap. And if we’ve got a physician who’s listening to this and thinks, Yeah, this is what I need to do, I need to figure out what people are looking for and I need to build content around that or build ad campaigns around that or whatever it is they do. Talk about the competitive landscape, just so our viewers or listeners understand what’s happening in that space. What is the future of your space look like?
Fernando Angulo: Sure. The thing with keywords for example, or the words that are triggering most of the action from the user are something that is really basic in our industry. It’s something that experts from a digital marketing world has been talking about I don’t know the last 10 or 15 years. The thing these days are related to question keywords. So Google is giving a lot of attention to question keywords. Why? Because most of the people, when they’re searching for something on Google, they’re searching with question. They’re typing questions.
Fernando Angulo: This is something related to the future of search engine optimization. Why? Because right now, if you type a question on the search engine you will have different type of results, not the classic ones with the ranking number one or number two, you will have a search features, search engine first result features which are mostly images, which are locations, which are a feature snippets with some information based on a paragraph or list or a table, you will have videos. So you will have several types of results that are a result of a question.
Fernando Angulo: So questions are really good, but they are even better when we are talking about the future of marketing because of digital marketing because these days we are using or people are using a lot of mobile devices everywhere. Mobile is the presence is not anymore the future. When we are using our mobile devices, we are using as well not a lot but this is increasing voice search. So voice search is something that will come very interesting in the next upcoming years. When you are searching for something, you are typing questions but if you’re using voice search you will have a better answer. So you only are asking one question and you are receiving one result.
Fernando Angulo: We have another result, another research based on voice search that it was telling us that in order to have a voice research result, you need to have a feature of snippet. So if you want to have a feature snippet, you need to have keywords ranking at least in the top five, first results of the first page of Google. That means that, Okay, you need to have key words? Yes. You need to have question keywords? Of course, that’s an investment for the feature, for voice search. But you need to have the right format for those features snippets. So if you want to have the right format, you need to use very simple tone of voice. So if you are a practitioner, you don’t need to put the whole chemical formula for the medicine that you want to provide. You don’t need to use Latin words for the definition of a disease, for example.
Fernando Angulo: You just need to use play language. That’s something that Google was changing a lot the last two years with an algorithm called Medical because there were a lot of companies making a lot of advertisement using different types of words that people were searching. But there that was not correct because if you want to go to find a cure for a symptom, you need to go to the specialist. You need to go to the physician. But if you’re doing an advertisement and you are, I don’t know, a third party company just trying to receive traffic from this industry, that’s the thing that was happening. A lot of companies, they just trying to acquire traffic, people searching for products but not for the solution for their problem.
Fernando Angulo: That’s why right now you have more opportunities because the search results are more clean and the use of this type of results are so low. So this is a part of our research as well. If you’re using for example, features snippets in this industry, the results are that only 0.8% of the whole industry is using these kinds of results. That means that, Oh my God, there’s a lot of opportunities here for any company that will work with questions, questions answers. Questions, answers related to the symptoms, related to the services that you’re providing. So that’s the way you need to start invest in time on the feature for feature results.
Jordan Smith: I love that. Those are all great points. Those snippets especially. So for listeners out there, you guys have searched something and you know, instead of just getting a couple ads and links to websites, there’s Google’s doing a lot better job at just giving you answers and you can click on those little boxes and get more answers to different types of questions that are related to you. And what Fernando is talking about is being really mindful about to get your answer in those snippets is just about answering questions. So just figure out what questions and just like real life experience. Take all the questions that you hear in your waiting rooms, take all the questions that you get whenever people are calling you and start writing about those things.
Jordan Smith: Because the same questions that people are asking whenever they’re sitting in that exam room chair are the same questions that they’re typing in before they pick up the phone to have to schedule an appointment with you. So Fernando, I think that’s a great, really tactical tip is first things first, just get a list of questions that you want to make sure you can provide the answer for and the type of questions that you want to answer for people and start putting those out in the world.
R.J. Martino: Let me make sure that I’m following kind of what we’re saying in my simple mindset. And often the way physicians are thinking to. When we say sell the vision, we’re talking about the before and after. We’re talking about someone that’s wanting to grow their practice, wanting the right kinds of patients. So the before and after, what SEMrush is helping people do is grow their practice and do it in a way utilizing certain tool sets that you guys have. But it sounds to me, and from what I know, you guys provide the tools but it really is up to the physician or the physician’s team, whatever stakeholders they have to go and do this work. Is that right? You guys are like a gym membership. You provide access to the tools, but you can’t force them to go and work out. Is that right?
Fernando Angulo: Yes, that’s correct. We are not the providers. We are software providers. We are not consultants. We are not doing any consultancy. Of course we have a lot of webinars. Actually we have our own Academy which is completely free. If you want to learn more about search engine optimization, content marketing and strategies, social media any type of strategy on the digital marketing world. We can provide you with information about that. But doing consultancy that’s something that we are not doing. We are providing the tools, all the uses that you can have. Sometimes we are really surprised by the type of uses that companies that people are doing with our tools. So that’s where we are creating as well
R.J. Martino: And that that is normal what we see in the space. The people that are great at creating the tools are great because they focus on creating the best tools out there. And so now you have to determine if you’re committed to growing your practice online. Are you willing to learn or have stakeholders learn how to use this tool? And so then I think a lot of our physicians try to look at the lines of, okay, well in a broad stroke tell me about the toolsets? And Fernando, if you don’t mind let me kind of tell what I see and then you color in the blanks because really I see it broken up into four different sections.
R.J. Martino: The first one is you just want to get a state of the union, a 30,000 foot overview. You kind of want to see is my website good? They’ve got a site audit and an on page tool that is second to none that will do a quick 30,000 foot overview of your stuff’s good. I call it, a website fix tool. The second is if you just want to know about ads and what ads you should be running. They provide tools that are great and we can dig into those. But tools that allow you to fix and create ad campaigns. The third is if you’re interested in driving traffic to your website, how are the current people coming to your website? And forth … Again, if you’re interested in driving traffic how can you find the best topics?
R.J. Martino: So website fix, ads, traffic to the site and how do you find new traffic that doesn’t even know you exist. And those are the kind of four buckets. I’m dropping stuff in. Is that accurate just context moving forward?
Fernando Angulo: Actually it is. I will just add a couple of stuff there. So you can do all of that with your own website, but you can also do the same thing with your competitors website that means that you can include their competitive intelligence. So you just mentioned the ad if you need to do ads, what type of ads you need to do. But you can also check what is the budget of your competitors. How many ads they have, how many copies they have, what is the content of their ads? Where they are delivering those ads if they are using the display advertising network for example. Or if they’re using any type for example, probably seen ads there, for example, Google shopping or if they are doing something else somewhere else.
Fernando Angulo: So we can also analyze their traffic in every single search engine not only Google, we can see if they are, I don’t know publishing their ads on Baidu or on [jam decks 00:28:32] or whatever. So we can analyze actually the competitor’s traffic. It’s like opening a Google analytics England analytics. You will see the sessions, the first payments, you will see everything about your own website. But with SEMrush you can have the same thing of course very similar to Google analytics, but from your competitor which is fantastic I believe.
Jordan Smith: I love it even if you’re not ready to start bringing in dozens and dozens of new patients per month. I know you guys are nosy, so that’s worth it at least.
R.J. Martino: These are some of the most competitive people you will find on planet earth. Healthcare owners are competitive to the bone.
Jordan Smith: That’s awesome. Well, Fernando, that’s a great feature of SEMrush. We talk about starting to create a vision, triaging what your issues are. Finding a tool set like [y’alls 00:29:36], they start to use it a little bit. Talk a little bit about kind of key performance indicators. Obviously new money in the door is the number one thing, but how can people out there who are either using your tool set or using something else or thinking about engaging with you guys? What are some things they can look at just to say like, “You know what, I am on the right track. The money’s not coming in the door yet, but it’s worth me continuing to invest time and money into this because of blank.” What are some of those things you would recommend people look out for?
Fernando Angulo: Well, we saw a lot of clients measuring different staff. It depends a lot on the industry, on the goals of the company because they’re quite different everywhere. But the most popular ones that we saw first are the keywords, the keywords, how many keywords? The best one from the industry you are in the first page or not. So we have a tracking tool to track all those keywords. Let’s say anything has changed on Google algorithm and you lose those positions, we’re going to send you a notice an alert that you lose that positions. And of course we have another tool that is telling you what type of algorithm changes or algorithm notifications appear on Google that you can fix that or you can change a little bit the format of your content to and still have that position on your ranking scoring.
Fernando Angulo: So first are rankings. That’s something that is not changing. The second one is the amount of traffic. So traffic from organic search or traffic from page searches. The traffic from page searches is basically what I’ve been telling you about the budget, how much budget the company is allocating for certain keywords. So if those keywords are working that’s going to be as a result on traffic. The next thing that companies are using as a KPI is the health status of the website. How good is in a technical perspective, how fast is the website, how secure is the website? So security is a trend right now if your website is not HTTPS or is not using the security format of the website right now for your browsers, for any browser.
Fernando Angulo: So for the health industry, I believe this is something really critical because you need to trust your health to a company, to a practitioner you want to go to a beautiful website that has secure pages. So secure is something that you can check as well if you have a mobile version. So all the things that I just mentioned are the health status of your website, which you recently mentioned on the site out lids feature that we have.
Fernando Angulo: The next big thing is the brand impact. So this is I believe the next level of measuring. If you are already a brand, if you have a brand name of Europe, if you have your personal brand as a practitioners, as a physician that’s something that you can measure as well how of course with social media reach we include a lot of social media networks in a tool called social media tracker. So you can track how your social media impacts your social media visibility is working in comparison with your competitors.
Fernando Angulo: So again business intelligence here working with social media to just put the name of your competitors, your own name and we will find all the social media networks that you have a profile created on. For example, Instagram, LinkedIn, YouTube whatever. From there we’re going to track how people are reacting to the content that you are delivering to them. And we will create a beautiful reports based on that. So basically that’s it. You have your rankings, you have your health score and you have your brand impact. We have a lot of stuff more, but those three are just the most popular ones.
R.J. Martino: That’s great. So those are three dashboard items they can look at and using your tool set. Are they numbers? Is it an A, B, C, F kind of score?
Fernando Angulo: Yeah numbers. The health scoring is going from one to 100, so if you have 98, you can sleep really well tonight. For the tracking system as well you have the number of people that you have reached with your post on social media. And of course with your rankings, you have the numbers. You are in the position one position, two position and position three. All are numbers we are numbers lovers.
Jordan Smith: So out of that two because you can’t manage what you can’t measure. And looking at those numbers on a regular basis are important. And for those listeners or physicians out there that are using the tool set or thinking about it and at least have tried a whole bunch of different stuff and it doesn’t work. Some of the things that Fernando is talking about it’s being consistent and it’s being deliberate.
Jordan Smith: If you’re an office manager or practice manager out there and you’re saying, man, my doctor’s on me all the time because I’ve been doing this for six months and we’re not bringing in any money. Those are some measurable that you can show or at least look at to figure out if you’re on the right track or not before you go to your boss as well. Because there’s no silver bullets. It’s just a bunch of led ones.
R.J. Martino: Well and as people know, we talk about our framework, our next step after you develop the strategy and tactics, you’ve got to do the work. And the step after that is holding them accountable. And so you hold people accountable by just looking at numbers. And in fact, once you actually put a scorecard in front of somebody, they start holding themselves accountable to those numbers. So it’s very good that you guys have some way to keep the entire team or the vendors accountable for the results.
Jordan Smith: Yeah, the rankings, how good the website’s performing from a technical standpoint with things like security and also brand impact and how you stack up against the competition. All of those are really good from an organic standpoint. I know we also have some listeners out there that are right now are screaming into their phone or at a red light saying all this stuff is great, but I know there’s also social media. I know there’s also paid advertising. Fernando, if you could talk a little bit and maybe it’s specific, maybe it’s just more broad. But people have a certain amount allocated that they want to spend towards marketing.
Jordan Smith: What’s your perception of how to split that up? How should they spend those dollars if we’ve got $1 for marketing and advertising, what’s the mindset they should be in and about how to split that dollar up?
Fernando Angulo: So if you have your extra dollars, for example the thing we did with this company is at least 50% of their revenue. If you have profit of course of your profit needs to go to marketing because marketing is a big thing. You will have more customers in the next month, the next year you will secure your brand awareness over there. If you’re not doing marketing, you are kind of in the past. You are kind of not aware that the new technologies are already here for the last 20 years. Internet is here to stay and you need to advertise. Advertising is the next level of visibility. If you want to be more visible and really fast, you need to expand that on advertising.
Fernando Angulo: If you want to secure your position on the search engines you need to do [SEM 00:34:45], search engine optimization that we’ll take a few months, a couple of months to be there and you need to create content. So 50% of your profit, if you are a newcomer that will be of course like a sacrifice. Oh my God, that’s the money that I’m making. But that’s an investment if you want to escalate, I will say 50% of the profit that you’re having is a good number to escalate the thing that you want to achieve.
Jordan Smith: And R, J is alluded to the health care industry studies that will link into this podcast too. But there’s a section in there that even breaks down the average advertising spend per State in the US so if you’re listening to this in the United States and you want to know what’s the average amount that in paid advertising digitally in my State, they’ve got a really nice chart there for that too.
R.J. Martino: Hey Fernando, I know people are wondering now, especially as we get into money, can you talk about the pricing model for SEMrush?
Fernando Angulo: Sure. We have a very comprehensive pricing model because we are a software as a service company. And in regards to the price, for example for beginners, for people that they only own a one website, we have a subscription started from $99 per month. And you can have access to all the tools except the corporate tools because those kinds of tools, they require branding reports for their founders for their marketing directors that small companies or just beginners, they just don’t need. The next level is the guru type of account which is 199 per month, which will give you this kind of sea level custom reports, run the reports. And of course historical data he wants to know happened with the advertising from your competitors in the last three, four years, five years. And of course we have more data there.
Fernando Angulo: With every single plan with SEMrush, you have access to all the tools except for one that is only in the last type of the accounts that we have, which is the business account. This account is mostly for agencies, e-Commerce businesses with extensive web presence. That means with more than a 500,000 business per month, 1 million business per month. That means that you can have APA access to build your own dashboards if you have those senior company or to be included integrated to your system. And of course we have the Google data studio integration. We have another type of integrations, for example with Adobe and more, more information related to the traffic sources as well on the [Alagin 00:40:44] suite because we have Alagin research as well.
Fernando Angulo: So these three type of pro of products that we are offering are very simple. You have access to every single tool, but just in the limits are a little bit different.
Jordan Smith: Well, in your business you can see how this is a low cost tool set for the most part.
Fernando Angulo: It is.
R.J. Martino: It means a lot of money over the year. You’re talking a $200, that’s $2,400 a year. But for the tools that we use day in, day out this is not an inexpensive tool in any since the word. So your most successful clients obviously the whole team gets engaged around the tool set or maybe not. Can you talk about how previous successful customers, how they’ve gotten buy in from their team? Is it even important for a team mentality for the whole organization to be focused on this or could have a doctor alone just use this tool without engaging his entire team?
Fernando Angulo: Well, actually, if you’re using one single account, you’re checking everything, you’re going to be really fine with that. You just need to learn some features, how to use them, how to make the more efficient planning with the tool. But if you’re with a team, that’s even better. Why? Because sometimes in companies, in big agencies, in enterprise level companies they have several a group of people that are in their silos and they are not connected with the other teams. We have the SEO team here, we have the designer’s team here, we have the content creation team over there.
Fernando Angulo: With this type of tools you are breaking those silos because they all have the same information. They all can see what the other teams are doing. We can share the projects with every single team member. And also you can create tasks for other teams from this tool. So in a team level is brilliant because you will break those silos that they are very common in our industry. If you are just one person, that’s going to be easy because you can create your own atmosphere around the tools that you will be using.
R.J. Martino: Very cool. Jordan, the last thing we do is this final round. Do you have any closing questions before we kind of move into the final round of questions?
Jordan Smith: Yeah. And you’ve given lots of tips here but is there kind of one summation kind of a recipe of success that you would give advice if I was a provider, I was somebody in healthcare that called you and said, “Fernando, just tell me what I need to do exactly.” Do you have that recipe for success? And I know it differs for everybody. So just broadly speaking.
Fernando Angulo: Yes, actually something that is working for my personal projects as well. Because when you are in this industry, you need to test a lot of things that are working for others. You can see the leaders of some industries and you can say, okay, I see this blank here. Maybe I can feel this space with my own projects. And this is something that is helpful helping me a lot. So I see some searches, some keywords related to, for example big popular search queries like just, let’s say, a disease or something or a solution for a problem. I create content based on that just 600 or 800 awards based on that. Sometimes I just publish that content and I create a list of keywords from that or I just put on an image with a description of the image and I just create different several websites based on that.
Fernando Angulo: I saw that Google is indexing very fast. Every single new topic the positioning, the search engine optimization that is happening is really, really fast for those key words that are not so popular. For the popular keywords of course you have a lot of competitions. You have the keyword difficulty score there. But for new terms, I mean new terms, terms that are not so popular that we call the long tail keywords that are basically in the health industry that I was checking our questions. So people are asking so many questions. If you ask the question of if you have, I don’t know, a customer care surveys or just a survey, you can use that information from those people or from the survey to create content based on those questions. Because I believe you already have, as a practitioner, the question that people are asking you several times, maybe the same question one hundred times.
Fernando Angulo: Just create a question based on that. The solved of that question will be of course a rank on Google, but you need to publish that. And something that is really useful is to create a video really small video based on that question to publish that on YouTube or on Vimeo, wherever you like the most. If it’s in Instagram or if it is on Facebook just to have that video embed to that website, that will be perfect. Most for the people in the healthcare industry are using images. So images is the most popular result on the search industry. So just take a look on the research that we created and you will see that most of the companies are using images, videos and questions for attracting more people. Just use the thing that is working in your industry.
Jordan Smith: Yeah, I love that. That’s really good advice. Images, video, answer questions and even thinking about kind of what the process is whenever somebody has one of these issues is you’ll search three or four times for specific symptoms then you get a name, Hey, maybe I have mono, what are mono symptoms? And then you start stacking your symptoms up against there. So even compounding onto that. But that’s great advice because I know a lot of people look at this and say, man, all this stuff is just too big. It’s just search engine optimization. I’ve got to do social, I’ve got to write stuff. I’ve got to do … I would tell you SEMrush is a great tool set to kind of quell those fears because I know that’s one of them is I’m not even going to get into it because I don’t know what I’m doing.
Jordan Smith: I would say open up the tool set. Look at it. Is there a trial or anything where people can kind of test drive this before they make a commitment?
Fernando Angulo: Yes, of course. We a seven trial promo code at the beginning. You just leave us your email there and we will give you seven days to try the tool for free.
Jordan Smith: Very cool.
R.J. Martino: Hey, Fernando this has been awesome. Amazing. If someone is interested in learning more, obviously you can go to the website if they’re interested in talking to someone. Is there a communication methods that you recommend?
Fernando Angulo: Well, first of all, we are on social media. Everything that you want to ask, you can do it via Twitter, Facebook, LinkedIn, wherever you are, you can find us and we’ll reply to you. Or you can go through our mail. That is firstname.lastname@example.org we are there as well. Any questions that you have, we are really happy to answer it to you.
Jordan Smith: Well I would tell you, even if you guys out there listening to this, even if you’re kind of on the fence about, well I don’t know if I need a tool set like this or I’m not sure if I’m ready jumping off point. I would tell you at the very least start following these guys. I mean Fernando and his team, they do a great job at practicing what they preach. Any question that you have about any of this chances are they’ve written a content or done a webinar or shot a video or written an eBook or a white paper about one of your questions. So they’re just a wealth of knowledge. So no matter what you do, I would encourage you to give them a follow-up.
R.J. Martino: Fernando, this has been great. Thank you so much for your time and effort. And I know speaking for our audience, we just love that people are pouring into our audience and they’ll thank you loud and clear as well. Any closing thoughts?
Fernando Angulo: Thank you very much. Yes, it has been a really great hour. The final thoughts I just wanted to share with you that I have four brothers. All of them are practitioners or physicist. I know their problems and I know that for them it’s kind of difficult to start using these kind of tools. But with this type of research that we recently launched, they can see how the industry is moving. So with a big perspective, they see the landscape and they say, “Okay, companies are doing that. It’s so obvious that companies are doing that. Why I’m not there, what I’m not doing there because I believe I can do it better.” So when I share this research with them, they were telling me, “Oh, these are the words that people are using for finding services. Oh my God, I need to use this.”
Fernando Angulo: So if you have the big landscape of what’s happening in your industry, you can follow the leaders and you can be better than the leaders. Just try to start from there. Research are really great and the next step of course is doing by yourself using these type of tools.
Jordan Smith: Very cool. Well Fernando, we appreciate your time so much and look forward to following you all success.
Fernando Angulo: Thank you very much. Have a great day. Thank you for the invitation.
Jordan Smith: RJ, what do you think of Fernando and SEMrush?
R.J. Martino: It is such a huge tool. He talked about so many of the things that can be, it really could be an all-inclusive marketing suite. The only thing you buy for your marketing director is SEMrush and it does the reporting for you and in fact it has a University component to where they can do all of their education there too.
Jordan Smith: Yeah, I think that’s important because again, I just keep going back to … I know you guys that are listening to this are super busy. If all of this seems too big for you turn it over to a marketing director, have somebody on your staff look at it or start reaching out to agencies, whether it’s iProv or anyone else and just start eliciting their help. They’ll all meet with you the first time for free and give you valuable advice like the stuff that Fernando is talking about. The second key takeaway I would say is don’t lose hope. If you do it and you try it for a few months and nothing happens. I mean, he had some really great points and some real life things that you can look at to see if you’re on the right track or wrong track.
R.J. Martino: Yeah, the accountability piece, seeing those numbers and if they’re moving in the right direction, you know you’re doing the right stuff, the results follow with the right activities.
Jordan Smith: So if you guys want more information, SEMrush, semrush.com. If you have specific questions for Fernando and his team, mail at semrush.com. We talked about a couple things. We’ll include some links. So follow along there. The big document that we talked about, the healthcare marketing industry study is a great PDF. It’s 41 pages, but it’s all graphics. I mean, it’s all charts. It’s really digestible. Also like, subscribe, comment. If you know of anybody who wants to listen to this podcast forward it along, if you know of anybody who want it might be a really great guest. We’re always looking and beating the streets for people that you guys want to listen to. And your feedback’s important as well.
R.J. Martino: Would love your feedback, whether it’s good, bad or ugly. We’re creating this for the audience of you. So tell us what you want to hear. Tell us what you want to dig into and we’ll make it happen.
Jordan Smith: All right, guys, go forth and be found. Have a good one.