One of my favourite tools to use when it comes to the research part of SEO is SEMrush. Everyone in the online marketing world knows that keyword research for SEO is not an exact science but SEMrush’s mix of search volumes, coupled with commercial value of keywords (derived from Adwords Data) really gives you something tangible to work with. Other strengths of the toolset are in its capability to analyse competitors on both in terms of commercial keyword search engine rankings and Adwords and campaigns activity. Drilling into keywords competitors are bidding on, viewing ad campaign copy, associated CPC rates etc is all very insightful stuff.
Just a few weeks ago SEMrush released an additional tool called SEMrush GEO so being a bit of a fan I was keen to take a look. Essentially as GEO is a tool for locating local businesses who are spending money on Adwords. As can be seen in the screen shot below, the interface is very simple (as with all SEMrush tools). By entering a Zip code and then the radius you want to check, the tool will bring back a list of local businesses who are spending money on Adwords; the report gives you company name, address, contact number along with the total Adwords budget being utilized by the company.
Selecting Categories will bring back very specific results based on the type of businesses you are interested in. The report only contains a small selection of results however it highlights the number of total results available and allows you to order the full report (at a cost obviously).
So how would SEO’s use a tool like this. I guess it is useful for exploring a business sector in a local market, conducting competitor analysis in a local region etc. however I think the main benefits of a tool like this are around helping online marketers find new local clients.
The ability to search and find categories of businesses based on location who are already spending money on Google Adwords has some real benefits in terms of lead generation for an SEO. The fact that these businesses are spending money on online advertising shows they are already open to using the internet as a marketing tool; making them a warmer lead to follow up with an offer to improve their Adwords campaigns or help them earn more organic search traffic.
I guess it makes sense as SEMrush’s customer base is predominantly SEO’s so giving them a tool to help find new clients will no doubt go down well with their audience.