Top 13 SEO Insights from SEMrush Summer Jam 2022 with Rafael Rez

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São Paulo, May 2022 – Recently, Semrush, the largest online marketing and SEO analytics platform, held SEMRush Summer Jam 2022 in Playa del Carmen, Mexico. This is a super exclusive, invitation-only event that takes place every two years. The last one took place in 2019, but it was postponed in 2021 due to the Covid-19 pandemic.

This year's event was attended by around 90 people from all over the world, with two to three experts from each country. Rafael Rez , founder and CMO of Web Estratégica , a consultancy specializing in content marketing and SEO , was one of the few Brazilians who attended the event. He listed the 13 main points highlighted at the convention by the biggest global players in the sector.

1. Focus on knowledge exchange : according to the founder of self employed database Estratégica, one of the biggest highlights of the event was the exchange of knowledge and how to bring the tool to a business discussion focused especially on Enterprise SEO, aimed at large companies, and on Global SEO, for global and multi-language strategies.

The main focus of the discussion was on planning, how much SEO implementations cost, the impact they generate, the ROI (Return on Investment) achieved with the metrics and the importance of measuring objectives for the success of the implementation.

2. Success stories : for Rez, one of the main cases presented was that of Netflix, which opened the event with an “out of the ordinary” insight about how they do not measure home page traffic in their SEO account, but rather as a merit of the branding and brand building area.

The case was about how to present and sell the brand's results to the corporate sector, explaining the importance of integrating SEO with several other areas within the company, such as content, technology, growth, attracting new customers, retaining subscribers, support, among others, because this way, when people search on Google for how to do a certain thing on Netflix, for example, they end up on the support content on the company's own website and everything is interconnected.

3. Google Discover : presented as a potential source of traffic and as a very important tool in the area of ​​news, entertainment and in the area of ​​content production and sales.

The tool has a smaller impact on B2B, that is, on relationships between companies, but it is also useful for e-commerce and lead generation, although this is not its focus. It is one of the tactics that can be explored within an organic traffic generation strategy to have your topics selected by the algorithm based on user interests.

4. Focus on e-commerce : As expected, there was a lot of talk about SEO focused on e-commerce. According to the experts at the event, the tool is connected to two fundamental areas: analytics management, to correctly measure the customer journey, and how this type of content optimization is linked to the journey.