In This Episode You’ll Learn:
- How to utilize featured snippets to improve SEO ranking
- The importance of communication
- Fernando’s best advice for building the perfect marketing team
Worldwide Marketing Wizard
Fernando Angulo has been with SEMrush since the beginning of the company’s marketing efforts (claiming the title “Head of Communications” for the brand), helping people and companies alike drive traffic, measure and track results and fix problems that may be stopping them from reaching their full potential.
Being one of the most recognized faces of the company, Fernando is speaking at 50+ top conferences worldwide each year, sometimes averaging a total of three countries travelled to per week.
Specializing in B2B search marketing, e-commerce and influence marketing (just to name a few), he realized early on in his career his passion for data, explaining that most things within business and marketing simply revolve around numbers.
Fernando has used his unique and cultural background to positively influence his work, becoming more patient with every country’s culture and gauging how they may react to certain content.
Creating & Utilizing Featured Snippets
Fernando knows the importance of a search feature to increase brand exposure, the most useful of which are featured snippets. When Google is asked a question, it provides a summary of the answer and usually provides a featured snippet on the SERP (Search Engine Results Page).
Using featured snippets can increase traffic to your website, which is something most businesses do not make use of. So how can you optimize this under-utilized feature? Fernando shares the easiest way to do so: Create content that answers your customers questions in a clear, concise way.
“[To dominate in Google search results] you need to create understandable content for people, have a fast web page and of course, have a lot of links.”
Of course, you must first determine what questions it is that Google users are asking. Longer keywords tend to have a higher probability of Featured Snippets, so considering the length of the target question may be beneficial.
Building a Powerhouse Marketing Team
Fernando knows a thing or two about building an all-star marketing team. He has trained some of the best marketing teams around.
“The people that really care about your company, they have a passion in their eyes. They know they want to work for this company. They’ve already made a decision that they want to work with you.”
When hiring people for his company, Fernando always checks to make sure they know about the business before considering them for the role. He believes building a team is like building a family.
Communicating and connecting with other team members is the only way to create a steady work flow.