In this week of working with SEMrush, I was able to pull my data on my employer, UT Federal Credit Union. As I have said in multiple discussion boards, UTFCU is actually in the process of creating a new website to roll out in the new year. Throughout most of 2020, I have only listened to the complaints of members and co-workers about our website and ways to make it better. However, working with SEMrush this week has allowed me to gain some additional insights into these complaints and their validity.
SEMrush is an all-in-one tool suite to improve online visibility and discover marketing insights. (SEMrush, 2020) Through the SEMrush tool, users have access to SEO, PPC, SMM, keyword research, competitive research, PR, content marketing, marketing insights, and campaign management. (SEMrush, 2020) Due to employee policies, I was unable to link UTFCU’s social media to the SEMrush for more in-depth insights, but I still was able to see a lot of quantitative data on my own for the first time instead of data provided for me.
Diving into the results, the first major result on the project dashboard was the site audit. I was pleasantly surprised to have the results come back to say 71% health. With the number of complaints and crashes the site has had in the last year, I thought this number would be much lower.
Similarly, I was surprised by the backlink audit results. As background information, UT Federal Credit Union is at $350 million in assets, making it a smaller mid-sized credit union. Typically, credit unions between $400 million and $800 million are the true mid-sized credit unions. I give you this information because UTFCU is fast approaching the $400 million mark. In this mid-size range, many credit unions have to begin outsourcing things and products to be able to keep up with the demand of members, but not keep so many things in house. Additionally, all credit unions like to have unique benefits available for members. With both outsourcing for internal work and benefits that members want to reach from the UTFCU site, I was surprised to find only 38 toxic domains. With so many vendors and sources, I was sure that the number would be higher.
Lastly, I was interested to see the position tracking results. With this tool, it is easy to track both in Knoxville, Martin, and Memphis, Tennessee. While Knoxville is UTFCU’s biggest supply of members, there is still a loyal following in Martin and Memphis that UTFCU needs to still recognize in its marketing strategy. This portion of the SEMrush tool kit makes the tracking process easier to watch with multiple locations. (SEMrush, 2020) This portion of the tool kit also allows for tracking of local competitors in each area UTFCU serves. (SEMrush, 2020)
With all of these tools, I can see very easily how this product could be beneficial to a company. I wish I could have logged into the social media portions to better observe its working and how it connected to other areas of the audit. I think it could have helped me find areas of improvement that might not currently be thought about in the new website building project in my daily work life. Would anyone be willing to share their thoughts on how the social media portion of the audit provided insights elsewhere?
Reference:
SEMrush. (2020). Position Tracking - SEMrush Toolkits | SEMrush. Retrieved November 09, 2020, from https://www.semrush.com/kb/32-position-tracking
SEMrush. (2020). What is SEMrush? | SEMrush. Retrieved November 08, 2020, from https://www.semrush.com/kb/995-what-is-semrush
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