Get my Free Digital Marketing Jumpstart Kit!<\/a><\/div>\n<\/div>\n\n\n\nDigging into Gem’s blog section<\/h2>\n\n\n\n
So let’s go ahead and take a look at Gem’s blog and see how they might be positioning their blog in order to further their digital marketing reach. So in this situation, when I go into the Gem blog, you can see that most of their materials are actually around things like product updates, as well as company news and things like that. So it seems like just based off of the right hand side, as I look at the category section, that what they’re focused on is positioning themselves as an authoritative posts, talking about what it’s like to work at their company, and then potentially sometimes releasing some thought leadership pieces as well.<\/p>\n\n\n\n
A big piece of advice I’d give you in terms of, if you are positioning your company’s blog for the first time is try to isolate for exactly what you want to cover. Sometimes I see this exact approach in which companies are trying to cover everything under the sun, in their blog when it might actually be better to find a different place for putting these different things.<\/p>\n\n\n\n
So in this situation, Gem’s kind of taking a broad based approach towards their blog. But if I were to imagine this blog is not necessarily a major traffic driver for their website. Right off the bat, what I can tell from looking at the Gem blog is that that’s more of a authoritative positioning piece in which they’re not necessarily going for long to SEO phrases, like some other blogs that might be going after, if you were to look at examples like Zapier or other companies, I’ve covered on this channel and past.<\/p>\n\n\n\n
As I start digging in a little bit further, I can also see this forecast calculator in which what they’re doing is they’re creating tools and widgets for their ideal customer profile. So this is a really great tactic that I’ve gone over a few times on my channel. So be be sure to check that out. This is just a helpful tool that the Gem team is coming up with, that they can then share with their customers or with prospects or anybody that might be looking for a forecast calculator when it comes to their recruiting and hiring.<\/p>\n\n\n\n
So, typically speaking, if you’re going to apply this sort of digital marketing approach, what I would think about is I would think about specifically what sort of tools, calculators or templates can you come up with that would be super useful for your customers. All right, so now that we’ve gone over Gem’s high-level pages and the key initiatives that their team seems to be focused on, I want to take a look at the digital marketing end of things, from a SEMRush standpoint, which is going to be an SEO tool that’s going to let us actually see whether or not our assumptions or hypotheses around what Gem’s focusing on are actually true.<\/p>\n\n\n\n
Jumping into Gem’s SEMRush profile<\/h2>\n\n\n\n
Let’s go ahead and jump into SEMRush and type in gem.com to see what comes out. And what you can see is that right off the bat they actually are getting a lot of new organic traffic. And it looks like they actually may have had a penalty that happened in about February or so, but for the most part, organic has played a role in Gem’s rankings. You also see that they’re putting a lot of emphasis in terms of paid search traffic as well. And that’s something that I may not have picked up on when I just went on Gem’s website.<\/p>\n\n\n\n
So as I go into the organic research section, what I can do is I can take a look at what sort of keywords that Gem is ranking for. You can tell that a lot of the initial keywords that they’re ranking really well for that are giving them a lot of their organic traffic are actually just things around there product. So let’s try to, to exclude keywords that contain Gem, just so that we can potentially isolate from more of the long tail keywords that they might actually be ranking for.<\/p>\n\n\n\n
Okay, so what I’m doing here is I’m going ahead and excluding some common Gem keywords. That way we don’t have as many of the branded phrases. And what you can tell is that they’re actually not doing all that great in terms of long tail organic searches, it’s not a big part of their SEO strategy, or just in general, their lead gen strategy So, what you can tell is that they are ring for just a couple long-tail phrases. It’s doesn’t amount for much though, the traffic here is 2.1K and it still includes some Gem general traffic. And so what you can see is that there are things around, like, what is the pipeline problem values, interviews, tracking diversity and things like that.<\/p>\n\n\n\n
So what this tells me, when I dig into a SEMRush and I isolate for the blog pages or for just in general, what pages are giving them the most traffic. And I see that there isn’t all that much traffic. It means that they’re not relying all that much on a long tail SEO strategy in order to focus their digital marketing efforts.<\/p>\n\n\n\n
What this really does is it affirms for me that most people likely are figuring out Gem from another channel where it’s probably more direct marketing or some sort of other method to getting people to their website. What’s also really telling to me, is that so much of the traffic came from long-tail phrases around there brand. So, if I were to guess what’s happening is Gem is using a lot more of a boots on the ground approach, or they’re taking some sort of approach where they are doing outbound emails in order to get initial traction around people that are interested in their potential product.<\/p>\n\n\n\n
That said, though it doesn’t hurt to go into the paid side of things, so I’m going to go back into the domain overview section and then I’m going to go into the paid search to figure out exactly what is Gem bidding on when it comes to their paid strategy. So in this situation, you can tell that they are bidding on their own term, but you’ll also see that they are bidding on some recruiter terms.<\/p>\n\n\n\n
Digging into Gem’s competitor’s website<\/h2>\n\n\n\n
So SimplyHired I believe is a competitor. I can double check this, but you can see that SimplyHired is a job search engine. They’re clearly going after people that are looking for, either posting jobs or listing jobs and things like that. And that makes sense because they are a recruiting platform and you can also see that they’re going after things like jobs online, recruiting, CRM, talent agent near me.<\/p>\n\n\n\n
Because if you think about it, if somebody is going on Google and searching for talent agent near me, it probably means they’re looking for help around the recruiting. So these are the sorts of ways that Gem is approaching things. It’s both from a defensive standpoint in which they’re bidding on a lot of their own keyword terms while they’re also going over some of the auxiliary phrases that might relate to somebody who might be having recruiting problems.<\/p>\n\n\n\n
So what can we do from here? Well, at this point, we have a general understanding of how Gem is approaching their strategy. And if we were in a comparable space to Gem, what we might realize is that content marketing in the traditional sense of creating a blog creating long form posts and things like that may not necessarily be a great use of our time as opposed to a more direct strategy.<\/p>\n\n\n\n
What we’ve also learned is that in this particular space, it seems like it’s really important for us to have some product pages as well as a resource center or some sort of way to position ourselves as an authoritative source of white papers and, or of data. You also saw that there were some helpful tools and templates as well as calculators that the Gem team has created all around that idea of building themselves up as the authority in their space around recruiting.<\/p>\n\n\n\n
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