Writing Assignment 3

            The first part of the lab this week was to add a Google Page Rank Add-On/Extension for your preferred web browser. SEOquake was added to both Chrome and Firefox, which then showed the SEOquake extension on the right of the URL bar and showed numbers below the URL. The numbers revealed from SEOquake show Google Index (lists all the webpages Google knows about and where your website ranks in popularity) SEMrush backlinks and subdomain backlinks (gives you the ability to study you and your competitors’ backlink profiles and make comparisons between multiple domains side by side) Bing Index (Where you rank on the Bing search engine in popularity) and Alexa rank (another global ranking system that ranks millions of websites in order of popularity). With the SEOquake extension on Chrome it also shows SEMrush rank and SEMrush advertiser display ads while Firefox does not.  All are calculated by looking at the estimated average daily unique visitors and number of pageviews for a given the site over a certain period. The lower your rank, the more popular your website is.

            Visited a few of the author’s favorite web sites and found their rank interesting. Being a sports fan, the author often checks www.cbssports.com and www.espn.com. The CBS site ranked 1.15 mil on Google Index while ESPN ranked 9.8 million. Millions play fantasy sports and in 2019, 3.27 billion in revenue was generated according to www.statista.com (Fantasy Sports Revenue in the United States in 2019, 2020). What would be interesting is to see the number of views on their websites that show them immediately going to check on a fantasy sports team, as opposed to how many visitors are viewing other things on the websites. Fantasy sports is a major factor in driving site visits and usage. Both have play for free options, but both have pay for play leagues also. If you pay for a league, you may also be willing to pay for a service such as ESPN + that includes information not available for free on their website. These would be excellent site conversions and the top goal for the websites.

            My initial thoughts on Semrush that it is an invaluable tool for any digital marketer because it is used to increase online visibility for websites with searches, advertising, social media or content marketing. From assignment 4 this week there was a statement that every major search engine employ web crawler that constantly navigate the Web to find and retrieve as many Web pages as possible. They visit pages previously indexed frequently searching for updates and new content. Setting robots correctly or incorrectly may mean portions of or your whole website will not get read. Semrush has over 450 million domains and clickstream data of over 200 million real users. The keyword tool has over 10 billion keywords over 143 countries with over 100 million ads available. Also, the backlink data base is updated biweekly. Semrush has the tools to enable you to monitor your competition’s sites and social media. The author can tell you from professional experience that the most important issue in business is your competition! The analytics report easy to create, search and see where your competitors are (in many areas of business you do not have this kind of detailed information on your competition). According to Semrush, most digital marketing goals require measuring, improving, and reporting and the tools of Semrush are created to do that. Semrush can measure any website’s online visibility, improve the website’s visibility, and report the results. Noticing statistical trends in any business is of paramount importance because it can show you where you are weak (before you know you are sometimes) and make immediate adjustments before its too late and market share is lost to the competition.

            For this author’s project the Honda Automobile USA page https://automobiles.honda.com/ was selected:

The site audit showed a site health of 72% and 56 pages with issues. 30 pages had 4xx status code, and 46 internal links broken.

The Social Media tracker was unsuccessful with Facebook and Instagram despite having personal accounts with them. After setup and selecting Facebook and connecting to my page nothing occurred as it did with Site Tracker, and it remained unchanged. My YouTube account was accepted and companies to track was added. The YouTube and Facebook pages of Honda were added after adding the domain name. Toyota USA was added, and it added the Facebook and YouTube accounts. Nissan and Mazda were added with the same results. I was also able to add my Twitter account so I can follow all 3 Japanese car makers U.S. divisions on social media. The results showed Nissan with a bigger audience than the other 3 combined. Nissan had over 5100 total engagement and 2.36 engagement rate while Honda had over 1100 total engagement rate but much higher engagement rate at 11.08. After adding track competition on Social Media Tracker showed 5 million for Facebook, 1 million for Twitter and 464k for YouTube.

The Backlink Audit showed 11k in toxic domains and 28k in referral domains. 37% or 10.2 k were considered highly toxic. Semrush says to send removal request to toxic websites, and you can also send toxic links to a Google Disavow Tool to remove them.

The Organic Traffic Insights came in at zero. This may be information Honda does not allow access to.

Nine keywords were added in Position Tracking (every current Honda model) showed 100% visibility and average position in the email report. The same competitors were added as in the Social Media Tracker.

Social Media Poster was unsuccessful. I have more to learn about this in the coming weeks.

Link Building showed 1540 prospects with the highest domain prospects being in competitors at 74.4%, keywords were the other 26.4%.

Under Content Analyzer, URL without sections were selected, giving 32 to audit. Subfolder URL https://www.automobiles.honda.com was also added. The Content Analyzer came back at zero of 33. It show 85.7 backlinks

Page SEO Checker showed zero. I need to learn more about this tool to use it correctly.

Brand Monitoring only allowed Honda to be entered free. To add words beyond Honda demanded an upgraded plan. It did reveal 898 total mentions under Overview. The total estimated reach was 24.3 million.

Under PPC Keyword Tool all 9 Honda model sold in the U.S. were again added under broad match.

The Dashboard for Honda under Semrush is posted below:


            I learned that setting up the Semrush Tool is complex but once you understand it completely, it can yield amazing results. I have much to learn about what keywords to use and how to get a few of the dashboard items to respond with more information. I will attempt to update several items on the dashboard with configuring project tool in the next four weeks per this week’s assignment.

 

References

 

Barysevich, A. (2018, September 6). Semantic Search: What It Is & Why It Matters for SEO Today. Retrieved from: https://www.searchenginejournal.com/semantic-search-seo/264037/

Dame, N. (2017, June 28). Voice search and SEO: Why B2B marketers need to pay attention now. Retrieved from: https://searchengineland.com/voice-search-and-seo-why-b2b-marketers-need-to-pay-attention-now-277459

Fantasy sports revenue in the United States in 2019. (2020). Www.Statista.Com. https://www.statista.com/statistics/820972/revenue-fantasy-sports-segment/#statisticContainer

https://www.semrush.com/academy/courses?spec=ALL&lang=en-US

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