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How Much Do Google Ads Cost?

How Much Do Google Ads Cost?

Everyone always asks me the same thing whenever I recommend business owners invest in PPC advertising:

How much do Google Ads Cost?

My answer is always the same. It depends.

The truth is the cost of Google ads can vary massively depending on your industry and your strategy. Some businesses can be competitive with a budget as small as a couple of hundred bucks a month. Others need to spend several thousand dollars to see results.

My intention with this article isn’t to give you a definitive answer to how much Google ads will cost your business because there simply isn’t one answer. Instead, my goal is to explain:

how Google calculates the cost of adsthe factors affecting the cost of adshow you can quickly find out how much keywords will costhow to reduce your ad spend while remaining competitive

Ready to get clear on Google ads’ costs and learn how to make the most of your budget? Then let’s begin.

How Does Google Calculate Ad Costs?

Google doesn’t set a cost for each ad. Rather, it uses an auction model where companies bid on each keyword.

That means millions of auctions are happening on Google every minute.

It also means pricing is fluid based on how much competition you have and how much those competitors are willing to pay. Price swings aren’t uncommon as demand rises and falls.

You don’t need a big budget to compete, however. Google offers a reasonably level playing field that may allow the Davids of this world to compete with the Goliaths. The platform’s formula for showing ads (Ad Rank) depends on two factors: your ad’s quality score and your maximum bid.

What Are Your Ad Quality Score and Maximum Bid?

The maximum bid is the highest amount you will pay for each click of your ad. You set this when you create campaigns and can edit it at any time. The maximum amount you are willing to bid may favor big brands, but the quality score allows anyone to compete.

Google uses several factors to calculate an ad’s quality score, including its relevance to the keyword in question, the ad’s click-through-rate (CTR), and how good Google thinks the page is.

How Does Ad Rank Work?

Google uses the following formula to calculate ad ranks:

Ad rank = (Maximum bid) x (Ad QS)

If your maximum bid is $5 and you have a quality score of 6, your ad rank is 30 (5×6). The advertisement with the highest ad rank takes the first spot. The ad with the second-highest rank takes the second spot, and so on.

Google also uses ad rank to calculate how much you pay for each click:

Ad cost = (Ad rank of ad below) / (Your QS) + $0.01

As you can see, it pays to have a very high-quality score.

6 Factors Affecting the Cost of Google Ads

Multiple factors impact how quality scores and ad ranks are calculated and how much you will pay. Here are the key ones you need to know.

1. Ad Type

Google offers several different ad types, each of which has different average CPCs.

Search Ads: The most popular Google ads and the ones with the highest average CPCShopping Ads: Now free for most advertisers. They can be expensive depending on the products you sellDisplay Network Ads: The cheapest and least effective form of Google advertising

2. Schedule

The periods in which you schedule your ads to run can greatly impact how much your ads cost.

If everyone in your industry wants to advertise to consumers during the same period, the competition will be huge, and ad costs will soar.

Advertising out of high-demand hours could stretch your budget further, though you should keep an eye on data about when your consumers are clicking—there’s no point in running ads no one sees.

3. Device Targeting

Some keywords cost more if you target one device over another. B2C keywords will probably cost more if you target mobile devices, and B2B keywords will likely be more expensive for desktops.

4. Bidding Strategy

Advertisers can choose from eight types of automated or smart bidding strategies on Google. Each has different goals and can impact the cost of your ads in different ways.

Smart Bidding

Google uses machine learning to optimize the bidding process, raising and lowering bids automatically to achieve one of four desired outcomes:

enhanced CPC to maximize conversion valuetarget CPA to achieve a pre-set target cost per actiontarget ROAS to achieve a pre-set target return on ad spend figuremaximize conversions to get as many conversions as possible

Choosing to maximize conversions will typically be more expensive than achieving a target CPA or an enhanced CPC.

Maximize Clicks

Google will try to send as many people to your site as possible and charge you more as a result.

Enhanced Cost-Per-Click (ECPC)

Google automatically adjusts manual bids to drive more conversions while keeping the same cost-per-conversion. You could pay more per bid, but your ROI should be consistent.

Maximize Conversions

Google will maximize the number of conversions your ad budget can generate. This can result in a higher CPC.

Target Cost-Per-Acquisition

Choose a CPA, and Google will aim to drive as many conversions from it as possible. This is an excellent option for controlling your ad spend, but Google may sometimes bid more than your target CPA.

Target Return on Ad Spend

You set a target revenue you want your ads to generate, and Google will adjust bids automatically to meet it. This strategy puts you in greater control of your ROI.

Target Search Page Location

Google will adjust your bids so you may automatically appear on the first page of Google or in one of the top positions. Again, this will cost more.

Target Outranking Share

Choose another advertiser’s site you want to outrank. Google will adjust your bids to potentially make this possible.

Your Industry

If there’s one factor that will determine your Google ads’ cost more than any other, it’s your industry. The more competition there is for high-value clicks, the higher the cost.

Law, insurance, gambling, and finance are infamous for their high CPCs, for instance. Some keywords can cost over $100 per click. But, they tend to result in a ton of income for businesses if they convert.

There isn’t a lot you can do to lower these costs if you’re in one of those high-demand businesses except targeting less in-demand keywords, so ultimately the choice of using PPC on Google is up to you and your budget.

Your ROI

So far, we’ve been assessing ads’ costs by looking at what Google charges you for each click. But, there’s another way to look at it.

Rather than focus on the ad’s cost in isolation, we can consider any revenue generated as a result.

Let’s say your ads direct users to a landing page where they can sign up for a trial of your product. A certain number of people who click on your ad will sign up for a trial, and some will then pay for your product after the trial.

If the amount of revenue generated by people paying for your product is higher than the total cost of your Google ads, then you’ve made a return on your investment. Google ads aren’t costing you anything at all.

There are several things you can do to improve your ROI, including:

lowering your CPCsincreasing the conversion rate of your landing pagecreating new offersimproving your sales process

The more people you convert and the less they cost to acquire, the higher your ROI will be.

Forecasting Costs is Complicated. Use Ubersuggest Instead.

With so many factors to consider, it can feel impossible to get even a rough idea of what a Google ad will cost.

Enter Ubersuggest.

With Ubersuggest, you can quickly get an idea of how much a Google ad will cost for a keyword.

Let’s pretend we’re creating an ad to target the keyword “digital marketing.” We start by entering it into the search bar.

After you click the search button, the next page will show the keyword’s search volume, the difficulty of ranking for it organically, how hard it will be to get your paid ad to appear, and the estimated CPC.

You can find the estimated CPCs of other related keywords by clicking the “Keyword Ideas” button in the left-hand sidebar.

This will show a list of related keywords you can sort by CPC.

You can also download the free Chrome extension to view keyword data directly in Google SERPs.

How to Reduce Ad Spend

Now that you understand how Google determines ad costs, the factors impacting that cost, and how to estimate a keyword’s price, it’s time to look at what you can do to keep ad spend down.

Create a Daily Budget

One of the biggest reasons businesses think Google ads are expensive is because it’s all too easy to blow through your monthly budget in a matter of days. Solve this issue by setting daily budget limits. This will ensure your budget is spread evenly across the whole month.

Geotarget Your Ads

Make sure you are only showing ads to your target audience. While it makes sense for e-commerce stores to advertise to consumers across the country, the same can’t be said for local businesses. Geotargeting ads could make sure you’re not wasting ad spend on people who will never become customers.

Add Negative Keywords

You could be wasting money on irrelevant keywords. That’s why Google offers the Negative Keywords tool so businesses can remove keywords they don’t want their ads to relate to.

Making the most of this tool may help you reduce your overall ad spend and increase the quality of traffic coming through to your landing pages. Read my guide to negative keywords for more information.

Increase Your Quality Score

Your quality score matters. If your score is high, chances are your costs will be lower than your competitor’s.

To put this into perspective, imagine you have a quality score of six, and your competitor has an ad rank of 42.

Ad cost = (42/6) + $0.01 = $7.01

Let’s see what the cost is if you have an ad rank of 8, however.

Ad cost = (42/8) + $0.01 = $5.26

That’s almost $2 saved on every click. If you get 100 clicks every day, that’s $200 a day.

Work With an Agency

It may seem counterintuitive to spend money on a digital marketing agency when trying to reduce your Google ad spend, but hear me out.

A digital marketing agency can use all of the tactics I’ve described above (and many more) to reduce costs and significantly improve your ad campaign’s ROI—all while freeing you up to focus on bigger picture issues.

Conclusion

The easiest way to find how much Google ads cost is to use Ubersuggest, which will show the average CPC of a particular keyword.

Keep costs down by creating the most relevant ads and the best landing pages possible. Then use the following strategies to keep a cap on your ad spend:

create a daily budgetimplement geotargetinguse negative keywordsincrease your quality score

Just make sure your ads generate positive ROI, regardless of how much you’re spending on them.

How much are you currently spending on Google ads? Let me know in the comments!

The post How Much Do Google Ads Cost? appeared first on Neil Patel.

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How a Digital Marketer Ranked in Google Featured Snippet in Less Than 48 Hours

How a Digital Marketer Ranked in Google Featured Snippet in Less Than 48 Hours

This is a TRUE SUCCESS story from Rafael Alencar, a Brazilian digital marketer and founder of Imigrar, written and documented by himself, at his initiative. 

 

After using the Content Assistant Tool, in less than 48 hours my post went from 14-16 place in search results straight within the featured snippet. 

 

 

Background

I have good quality content on my site – Imigração para o Canadá e Quebec. For instance, my bounce rate so far this year is 3.30%. All 2019 my bounce rate was 14%, but there’s was still room for improvement. Below you can see a print screen from my Google Analytics account with the results for my website performance.

 

 

It doesn’t matter if the content is good, if the targeted audience doesn’t come to my website.

If they don’t know about the existence of my amazing website and its content… what’s the point?

After reading some of my main competitors’ content I was asking myself: how the hell Google ranks this above my piece? Seriously! And then I realized it must have something else I was missing. And we are of course talking about SEO.

 

I know that SEO is very important and can help any website grow if the principles are correct. The sad part of the story is that I never paid too much attention. So knowing I was behind my foes, I started to sign up for a lot of famous SEO’s websites. (Neil Patel, SemRush, Moz, etc). 

 

They were helpful to give me some advice but to be honest it was too general and vague. I wanted help to move my awesome content to the very top! I have no idea how I came across cognitiveSEO. With all due respect, I’ve never heard about them.

I’ve had tested so many tools that I decided to try this one too. You know what they say, you have to kiss a lot of frogs before finding your prince.

 

The Content Optimization Process

 

When I found cognitiveSEO and looked on the website, I saw a bunch of useful tools, but not what I was looking for, at my first sight (real help to move my content higher in Google). But, that was a mistake which I found out afterward. 

 

I closed the cognitiveSEO’s website and went to look for more options. Then I got an email from the team and I saw a mention about the Keyword Tool & Content Assistant. And that’s how I started using the tool.

 

I already had in mind the keyword I want to rank for (Nova Scotia immigration – the Portuguese version ) and I already had some content, so my main purpose was to improve that content. And it was way easier than expected.

 

Firstly, I imported the URL of my existing content. A few seconds later I got a lot of recommendations and MOST IMPORTANT for me, keywords suggestions.

This was the tool that I was looking for to bring my content higher on the Google search results page.

 

The Content Optimizer Tool told me which keywords I have to use more, those I must include, topics suggestions and more.

 

I will be 100% honest: At first, I was completely skeptical. Some keywords although had some connection to the content it was very weird to use it.

 

But I decided to go ahead. So, I used almost all the keywords recommended by cognitiveSEO. Even some that I would never think about it. I managed to bring the Content Performance score to 97. 

 

 

Right after I finished all the changes, the tool showed me on a yellow box: “This content can rank in the top 10 Google results“. I literally said to myself: “Oh yeah! Really?”. Come on! This tool knows nothing about Brazil, immigration to Halifax, Nova Scotia in Canada (trending right now among Brazilians). And it’s in English! I’m writing in Portuguese.

I knew it would help me in some way. But rank in top 10? No way… I was not prepared for what was coming …

 

The Results After Using cognitiveSEO’s Content Assistant

Before using the cognitiveSEO tool, my content was ranking in position 14-16 on the search engines for my targeted keyword – imigração nova scotia.

After all the changes using the Optimize Content Tool in less than 48 hours my post went from 14-16 place in search results for that keyword to the VERY FIRST ONE!

 

Not only that but now my website ranks in Google Answer Box, on position zero in search results. We all know how hard is to win the Answer box. Google is literally telling people: Don’t look any further, it’s here you are going to find all your answers.

 

You can see that I’m ranking higher than the official website of the Nova Scotia Government. You can take a look at the screenshot below with the featured snippet and find my website in Google Featured Snippet. Their Domain authority rate is 60% higher than mine. But the Content Optimizer Tool just made sure that Google knows my content is better.

 

 

I was so amazed that I did two things:

 

First, I searched for that keyword in three different computers making sure to use different networks! I couldn’t believe my eyes.
And second, I took the initiative to contact cognitiveSEO and tell them about my results!

 

I will never publish another post before getting the Optimize Content Tool’s help!

 

Thanks, cognitiveSEO team. You really provided what I was looking for in my content strategy!

 

I hope these kinds of examples can help you understand how to use cognitiveSEO Content Optimizer Tool, how it can help you and see third-party, no-strings-attached results. 

 

Disclosure

This is not a paid post and cognitiveSEO didn’t make any kind of agreement with the author. This is Rafael Alencar’s success story, written and documented by himself. Please feel free to share your thoughts on this story with us.

 

The post How a Digital Marketer Ranked in Google Featured Snippet in Less Than 48 Hours appeared first on SEO Blog | cognitiveSEO Blog on SEO Tactics & Strategies.

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E-A-T LOCAL for SEO

E-A-T LOCAL for SEO

What is E-A-T? Why It’s Important for Local SEO.

“E-A-T” (Expertise, Authoritativeness, and Trustworthiness) has been a trendy topic in SEO for the past few years. I love this AHREFS chart showing how each month hundreds of new articles on the topic are published.

Thanks to Joshua Hardnick for the idea.

A lot of the SEO literature on E-A-T focuses on “serious” YMYL categories like Health & Finance, but a perusal through Google’s Search Quality Evaluator Guidelines (yes, I read them so you don’t ever have to – here’s my GoFundMe link) implies that E-A-T is relevant for pretty much every type of search. After all, who is to say what’s more or less important to anyone else? Maybe we should change “Your Money or Your Life” to just “Your Life?” And if E-A-T applies to everything, then since we at LSG are pretty well convinced that everything, in Search at least, sooner or later is going Local, then it stands to reason that E-A-T should apply to Local SEO, and thus, we all should be applying E-A-T techniques to our Local SEO campaigns. And if so, how?

Historically, LSG’s POV on E-A-T is we don’t talk about it much. It’s far too squishy and it implies that an algorithm is borderline sentient. We prefer to discuss E-A-T-like things as technical terms. Thinking about them this way gives us ideas for how to work with them for our clients. It also helps us avoid super-helpful recommendations like “make good content.” As the master himself said nearly a year ago, E-A-T is not an algorithm, but rather E-A-T signals should align with what the algorithm is looking for:

Our systems aren’t looking for EAT. Our raters are using that to see if our systems are working well to show good information. There are many different signals that, if we get it right, align with what a good human EAT assessment would be. See also: https://t.co/1fs2oJ9Gtl pic.twitter.com/GBbnYEjJUV

— Danny Sullivan (@dannysullivan) February 19, 2020

And a year before that, Google announced that it was applying BERT to local search:

In early November, we began making use of neural matching as part of the process of generating local search results. Neural matching allows us to better understand how words are related to concepts, as explained more here: https://t.co/ShQm7g9CvN

— Google SearchLiaison (@searchliaison) December 2, 2019

And Danny followed up with a little more nuance about how this might work:

It’s about language, not proximity. But to the degree that language might help us understand something is related to a place, it may have an influence.

— Danny Sullivan (@dannysullivan) December 2, 2019

So this got us thinking that perhaps we could use E-A-T concepts to increase relevance at the local level.

WHAT IS E-A-T FOR SEO?

Before we can figure out what E-A-T LOCAL is, let’s lay down a baseline as to what E-A-T for SEO overall is. Great SEOs like Marie Haynes and Lily Ray have gone through a lot of time and effort to pick apart how Google might define E-A-T. In reviewing some of the top posts and presentations on the subject, the consensus says E-A-T for SEO can be defined as:

Up to date content
Factually accurate content
Positive reviews
Content created by experts
Content that supports that your experts are in fact experts
Content on 3rd party sites that suggests your experts are experts
Content on 3rd party sites that suggests your experts and/or your site are authorities (e.g having a Wikipedia page, a Knowledge Panel for the author, etc.)
Links from relevant URLs on other sites

There’s nothing mind-blowing here, and you can see how you could start to bake these concepts into a tactical campaign – make sure your content is accurate and up to date, use “known” authors, get positive reviews, and of course, get some links. But Local SEO has always been a slightly different game and so it stands to reason E-A-T for Local should have its own peculiarities as well.

WHAT IS E-A-T FOR LOCAL SEO?

The TL:DR (IMO of course): E-A-T for Local SEO is a collection of attributes a search engine might use to evaluate the prominence, proximity, and relevance of a local business entity in order to rank it for a specific search query.

Now let’s take a shot at breaking E-A-T LOCAL down into “technical” terms.

HOW DO WE DEFINE LOCAL EXPERTISE, AUTHORITATIVENESS, & TRUST?

If I were a Google search engineer, I would think of how a search query might express a request for “local expertise.” In English, that might translate to “A business near me that sells cake.”

I might define “local authoritativeness” as “A businesses near me that sells great cake according to the wisdom of the crowd.”

And I might define “local trust” as “A business near me that sells great cake and is not a Q-Anon front.”

So besides the E-A-T factors listed above, what might be some Local-specific variables that could affect your site’s E-A-T. Let’s start with the obvious ones, using our cake example:

Google My Business Categorization and Services
Local Citations
If Yelp says you bake cakes, who is Google to disagree?
Physical Location
Is the bakery “near me?” A business’ location supports the “local” part of “local expertise” just as much as the fact that it’s a bakery supports the “expertise” part.
Hours of Operation
For some queries you may be more of an expert if you are open now.
Aged GMB Post Content
Post content can show up as “justifications” on your Local Pack results. If you are posting about cake, there’s a good chance you sell cake.
Presence of the Topic on the Bakery’s Website
You may want to use some words on your site that imply you sell cakes. In low competition verticals, this is really one of the keys.
Review Content
According to the Guidelines, not having reviews should not necessarily be a sign of low page quality. That said, having positive reviews with words that map to your target queries definitely supports authoritativeness.
GMB Images
In some verticals, people really want to see images. They absolutely helps sell the clicks. GMB reports on them. Appropriate imagery attached to your GMB can be a good sign of expertise. User photos could be a good sign of authority.
Structured Data
Certainly marking up your business with LocalBusiness schema and your authors with Person schema makes it easier for Google to connect these with other entities in its Knowledge Graph, which helps establish authority. I particularly like the knowsAbout property in schema to underscore expertise.
Links/Citations From Other Local & National E-A-T Sites
The only one thing worse than being talked about is not being talked about. Same goes with links. In our experience once you’ve got your onsite E-A-T going, getting other sites that appear in Google to be relevant for your target queries to link to you or at least just mention you is key to both establishing your site as an authority and just plain ranking better. In fact, you might be able to ignore most of the above and just focus on this for any number of verticals.

FUZZIER E-A-T LOCAL SIGNALS

Now that we have the obvious stuff out of the way, I thought I’d add a few ideas that are definitely on the “fuzzy” side of the SEO theory. What are some more abstract ways that Google could algorithmically get an E-A-T vibe from your brand?

SERP Clicks for Non-Brand Queries
Click behavior affect rankings has been oft reported. We saw it have a dramatic effect in the early COVID days as online retailers ran out of hand sanitizer, searchers pogo sticked down the results to find who had it in stock, and Google re-ordered the search results on a minute-by-minute basis. Certainly these clicks are signal of Authority.
Search Demand for Brand + Service/Product
We see similar behavior when people en masse search for a brand plus a topic. It’s another signal that the brand/domain is an Authority on that topic.
Foot Traffic
There’s a reason Android is tracking the crap out of you.
Local Business License
This one is sketchy. If it were important, then how could so many spammy sites rank well in the Pack? But it should be relatively trivial for Google to know that you are in a fact a legit business in the state, and perhaps it is a minor signal of “Local” Expertise.
Responses to GMB Q&A/Reviews
This could definitely help with both Expertise and Authority. Whether it does or not is another story of course.
Social Media Activity
I have seen some people say this is absolutely critical to E-A-T. I could see Google mining Twitter data and perhaps some other social nets, but I’d limit this to something like if you’re a baker, then share stuff about cakes on social media and make sure your accounts link together.
Participation in Relevant Local & Industry Communities
Not just participation, “expert” participation. Google’s patent on Search Result Ranking Based on Trust states “Some vertical knowledge sites now provide various types of indicators or proxies for the trustworthiness of particular individuals who participate at the site.” So being active on community sites that rank well in Google for relevant terms and being acknowledged on those sites as an expert, seems like a pretty solid way to establish your Local E-A-T-tiness.

ISN’T E-A-T LOCAL JUST BASICALLY DOING GOOD LOCAL SEO?

Relevant content, clear location and categorization, good reviews, and relevant links pretty much align with E-A-T concepts. So maybe you have all been doing E-A-T LOCAL all along and didn’t even know it. Well congratulations, now you have a brand new acronym to put in your presentations like this one I just gave at SEMpdx:

E-A-T LOCAL SEO SEMpdx 2021 from Andrew Shotland

The post E-A-T LOCAL for SEO appeared first on Local SEO Guide.

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10 Free White Subscribe Buttons for YouTube

Download All White Subscribe Buttons *Includes .ai, transparent .png, and .svg versions of each button We also have sets of yellow, red, purple, pink, green, blue, and black YouTube subscribe buttons.

The post 10 Free White Subscribe Buttons for YouTube first appeared on Gotch SEO.

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10 Free Yellow Subscribe Buttons for YouTube

Download All Yellow Subscribe Buttons *Includes .ai, transparent .png, and .svg versions of each button We also have sets of white, red, purple, pink, green, blue, and black YouTube subscribe buttons.

The post 10 Free Yellow Subscribe Buttons for YouTube first appeared on Gotch SEO.

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The SEMRush IPO #SEOSTONK!

Yesterday afternoon, SEO Twitter was abuzz with the news that SEMRush had filed to go public. Some great initial analysis on the numbers in this thread by Dan Barker:

SEMrush, the SEO tool, has filed to go public. Here’s the S-1: https://t.co/i1meSHts4Y

They spent $54 million on marketing last year, for revenue of $125 million.

(gross profit $95m, net loss $7m) pic.twitter.com/iz5nybcwfA

— dan barker (@danbarker) March 1, 2021

With some interesting competitor guesstimates by Mr. Rand Fishkin:

Really impressive what they’ve done the last 6 years.

SEMRush went from 3rd/4th place in SEO software, to a clear #1 in revenue & growth rate.

Ahrefs is #2 at ~$55-75M, with Moz in 3rd (~$45M)* at a slower growth rate (after leading for years prior).

*those are guesses, BTW https://t.co/87ieR3RvW8

— Rand Fishkin (@randfish) March 2, 2021

I know all of you are girding your loins for the Page Experience Update, but the SEMRush IPO will perhaps have a much bigger impact on many SEO lives than yet another algorithmic belch from Google.

If memory serves, the last B2B business that went public that came even close to serving the SEO industry was Yext in 2017. And Yext’s SEOness was tangential to its core offerings at best. There have been plenty of businesses that have gone public lately that rely on SEO – DoorDash, AirBnB, etc. But it’s odd that given how dominant Google is in our economy, that SEO is seen by the investor community as a mere pitiful remora, sucking up an endless discharge of crumbs from Google’s over-stuffed mouth.

About a year ago, an old friend, a Wall Street big shot, called because SEMRush was talking to him about potentially becoming their new CFO. He asked what I thought of the company. My take back then was that they seemed pretty focused on becoming the biggest thing in Search and he should take a serious look at the job. He responded that the whole thing seemed kind of “low rent”. I enjoyed DM’ing him a link to their S-1. Maybe now SEO-related businesses will finally get some damn respect from the investing public?

At a minimum, I’d wager SEMRush is finally getting some respect from the other SEO tool co’s. The Slack channels at Bright Edge, Conductor, Ahrefs, Moz, Botify, On Crawl, Deep Crawl, Sistrix, Majestic, etc. are all likely on fire at the moment. Actually what am I saying?  Majestic is for sure using Microsoft Teams.

This is going to be the popcorn event of the SEO world.

— Andrew Shotland (@localseoguide) March 1, 2021

We SEO types have an overdeveloped sense of our importance in the Internet economy. If not for us, none of these fucking businesses would make it right? We’re just like doctors, always complaining about the patient who won’t lay off the Cheez-Its, and always responsible for extending said patient’s life so he can spend it eating more Cheez-Its. We are Unicorn shepherds, yet we often watch them ride off into the public markets without us. Yet as a group we all feel like one of these days we are going to hit it Justin-Timberlake-as-Sean-Parker big, maybe by osmosis or something.

So imagine all of these “Big Data” SEO Tool co’s, whose likely primary focus has been to achieve Unicorn trajectory, watching the first one make it over the wall. The question is will SEMRush make it out bathed in glory or in pig shit?

I don’t know about you, but I sense some panic among this group. They have had a great ride sucking YUGE dollars out of corporate buyers, but lately I have noticed corporate buyers getting a bit stingy with their big tool budgets. Yet everyone of them seems to have an SEMRush account on their company credit card.

So let’s say SEMRush pops out of the gate. If you’re one of the other guys, I think you’ll want to scale up as quickly as possible so you can take your shot. And that could mean M&A with one of the other guys.

Out of the co’s I’ve listed, like Rand I’d guess that Ahrefs is in the strongest position and its product is the most similar to SEMRush’s. But none of the other guys other than Moz or Sistrix have a model that would make a good fit IMO. And if Moz’ growth has stalled out (no idea if it has), then it might make a tempting target, just to acquire the customer base, and its storied brand of course.

But then I think about the tools with bigger price tags like Bright Edge and Botify. I wouldn’t be surprised if they are being forced to go down market. There are only so many eight-figure SEO budgets to go around after all. Those sales forces are expensive, and no one is taking anyone out for a steak dinner these days, unless, of course, Gavin Newsom is in the market for an SEO tool. So perhaps some consolidation occurs in this tier too.

And what if SEMRush tanks? Well let’s just say the race to profitability will have a “hair on fire” kind of quality to it.

Perhaps the most interesting part of this whole scenario is what SEMRush’s IPO will do to our collective SEO psyche. If it hits it big, we will all be buoyed by the temporary high of knowing someday that could be us. The even better news is that if it screws the pooch (and I certainly hope it doesn’t), most of us will all be fine lighting our cigarettes off its smoldering remains and getting back to work saving our client’s collective asses with a few well chosen Keyword Magic reports.

Editor’s Note:
This news is so fresh that there currently are no PAAs in the SERPs for the query “SEMRush IPO” so check back here next week when I add some Q&A like “When Is The SEMRush IPO?” and “What Is The SEMRush IPO Price” and maybe even “How Do You Pronounce SEMRush?” for the semantic entity je ne sais quoi.

The post The SEMRush IPO #SEOSTONK! appeared first on Local SEO Guide.

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