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The Ultimate Playbook to SEO

On this episode, Eugene tailors marketing to small businesses, his GTM strategy, and shares SEO insight and best practices for your content.

Semrush began in 2008 as a small group of SEO and IT specialists united by one mission—to make online competition fair and transparent, with equal opportunities for everyone. Twelve years later, it evolved into a powerful platform that helps marketers all over the world grow their online visibility. Today, their software helps companies of all sizes and industries to optimize their visibility across key channels and create engaging content for their users, and it’s proved by recognition by its users as the best SEO software at a number of international awards. Semrush has been used by over 7 million users in 143 countries.

Industry
Internet Marketing
Founded
2008
Eugene Levin

Guest Bio

Eugene Levin is the Chief Strategy and Corporate Development Officer at Semrush, an online visibility management and content marketing SaaS platform. Levin joined Semrush over five years ago. Previously, he was Investment Director and a partner at Target Global, an international venture capital firm that focuses on fast-growing tech companies. In 2013, Levin co-founded Aggro Studios, a leading European game development and outsourcing studio. Prior to that he was a senior associate and partner at Foresight Ventures for three years. Levin began his post graduate career as a Senior Systems Analyst at Cloudmatch in 2011.

Episode Summary


This episode features Eugene Levin, the Chief Strategy and Corporate Development Officer at Semrush, an online visibility management and content marketing SaaS platform. Previously, Eugene was the Investment Director and a partner at Target Global, and before that - co-founded one of Europe’s leading game development and outsourcing studios.

In this episode, Eugene discusses tailoring your marketing approach for small business owners, his GTM strategy (and why it doesn’t involve looking at channels), and shares valuable SEO best practices to help your content get more clicks.

Key Takeaways

  • Distribute marketing across several channels, even if targeting a very specific audience.
  • Utilize product calls to help reach small business owners, and focus the messaging on growing their business and generating new customers.
  • Use continuous content creation as a demand gen strategy to increase website traffic.

Quotes

“Sometimes [ranking higher] requires you to go deeper. Sometimes it means you have to use more authoritative sources and work with materials that may be not as easy to analyze as a blog post. And then once you publish content, it's important to work on the distribution.” Eugene Levin

Episode Highlights

*(2:48) - Eugene’s role at Semrush

*(4:55) - Segment: Trust Tree

*(6:24) - Tailoring your marketing approach for small businesses

*(9:20)  - Semrush’s overall marketing strategy

*(12:10) - Semrush’s GTM Strategy 

*(13:50) - Segment: The Playbook 

*(17:34) - Best practices for writing articles and blog posts
*(23:39) - Uncuttable budget items
*(29:18) - Investing in content creation for your website 

*(32:41) - Segment: The Dust-Up

*(34:44) - Segment: Quick Hits


Episodes Transcript

  • Distribute marketing across several channels, even if targeting a very specific audience.
  • Utilize product calls to help reach small business owners, and focus the messaging on growing their business and generating new customers.
  • Use continuous content creation as a demand gen strategy to increase website traffic.
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