Hotmart is a leading digital content platform that enables creators to develop and sell digital products—from online courses and subscriptions to membership sites and virtual events—all in one place. As one of Brazil's largest content marketplaces, Hotmart serves creators of all sizes and hosts signature industry events like Hotmart Fire, a gathering for the digital content community.
Jonathan Silvestre, Technical SEO Specialist at Hotmart "Semrush Traffic & Market stands out for its strategic insights. I see Semrush as a complete platform, providing tools for technical SEO and content, which are essential for our strategies. Traffic & Market specifically complements this by offering detailed insights into user behavior and competitor analysis."
Challenge: Gaps in competitive intelligence hindering strategic growth
Before using Traffic & Market, Hotmart's digital strategy relied heavily on Google Trends. However, Google Trends lacked the competitive analysis capabilities Hotmart needed to make optimal content choices.
The technical SEO team needed a more holistic approach to understanding market behavior and adjusting strategies based on user demand.
In particular, the team wanted more clarity on:
- Real-time market trends
- High-value conversion opportunities
- Competitor strategies across multiple channels.
Solution: Leverage Traffic & Market to close content gaps & drive growth
On the hunt for a tool with deeper market intelligence, Hotmart chose Semrush Traffic & Market. Its real-time competitor analysis and user behavior metrics made it the clear choice.
"Semrush Traffic & Market lets us monitor real-time search and consumption trends, which is essential for understanding market behavior and adjusting our strategies based on user demand," explains Jonathan Silvestre, Technical SEO Specialist at Hotmart.
Their strategy focused on four core areas to drive measurable results.
Step 1: Identify and close content gaps to boost organic traffic
Before turning to Semrush Traffic & Market, Hotmart begins by identifying high-value content opportunities that could drive bottom-of-the-funnel conversions. Without clear visibility into competitor organic search strategies and keyword gaps, their ability to optimize content for commercial intent was limited.
They start with Semrush’s Organic Research and Keyword Gap tools (available in the Semrush core subscription) to identify bottom-of-the-funnel opportunities. By analyzing competitor keyword strategies, they uncover high-volume keyword gaps they can fill.
The Pages dashboard inside the Organic Research tool helps them evaluate competitors’ content performance against traffic metrics and commercial search intent.
Jonathan Silvestre, Technical SEO Specialist at Hotmart "Semrush insights have been crucial for our SEO strategy. For instance, we used their keyword and market research tools to identify a need for bottom-of-funnel pages, which led us to create optimized pages for conversion. Now, for certain targeted keywords, we rank in the top Google results."
With Organic Search and Keyword Gap data, Hotmart can:
- Align content creation with high-demand, bottom-of-the-funnel opportunities
- Improve search rankings for commercial intent keywords
- Drive more targeted organic traffic to key pages
- Strengthen their competitive position by outperforming rivals in content quality and relevance
Step 2: Seize growth opportunities across key marketing channels
Turning to Semrush Traffic & Market tools, Hotmart analyzes competitor performance data across traffic channels and social platforms to understand where to invest marketing resources.
Within the Market Overview, the Market Players dashboard helps them explore broad traffic trends by comparing all market players in a single table.
Comparing market leaders’ traffic strategies per channel reveals which players thrive in specific channels.
Likewise, the Sources & Destinations dashboard has been particularly valuable to uncover:
- How users navigate to and from competitor websites
- The effectiveness of specific channels in driving traffic and engagement
- Shifts in traffic patterns that indicate changes in audience behavior or channel performance
By combining high-level market trends with granular competitor data, Hotmart continually refines its strategies to align with proven traffic dynamics and capitalize on emerging opportunities.
With this data, Hotmart can:
- Optimize resource allocation by prioritizing high-performing channels and social platforms.
- Adapt their strategies to align with competitors' most successful traffic strategies in key channels.
- Respond quickly to market changes and emerging channel opportunities.
Step 3: Adjust campaign timing to maximize seasonal trends and regular market fluctuations
To capture peak user interest, Hotmart needs detailed timing insights and user behavior data to capitalize on seasonal and market-driven opportunities.
The Daily Trends dashboard provides daily and weekly data granularity, enabling the team to track emerging seasonal trends and regular market fluctuations in real time.
By identifying these shifts as they happen, Hotmart can align its campaigns with actual user behavior rather than relying on static seasonal calendars.
With this data, Hotmart can:
- Launch targeted content and campaigns precisely when user interest peaks.
- Outperform competitors by syncing promotions with real-time market demand.
- Maximize seasonal opportunities to drive higher engagement and conversions.
Step 4: Continuously monitor competitors and optimize performance
To stay ahead in a constantly changing market, Hotmart needs a way to track competitor activity and quickly adjust strategies.
EyeOn is a must-have tool for ongoing competitive monitoring, providing continuous insights into paid ad performance, social media engagement, and emerging trends.
With automated alerts, Hotmart receives a steady stream of actionable data, including:
- Paid ad performance and changes in competitor campaigns.
- Social posts that generate the highest engagement from competitor audiences.
- Emerging trends and opportunities across social and paid channels.
Jonathan Silvestre, Technical SEO Specialist at Hotmart "The market changes constantly, especially here in Brazil. Using Traffic & Market helps us keep up with these changes with data, for example, allowing us to identify which social platforms or posts are gaining traction."
With EyeOn, Hotmart can:
- Instantly detect shifts in competitor strategies, such as new ad launches or messaging changes.
- React quickly to capitalize on emerging trends and opportunities.
- Continuously refine their campaigns to maintain strong performance in a fast-moving market.
Results: Massive growth through data-backed optimization
With Semrush Traffic & Market insights, Hotmart has implemented targeted strategies to close competitor content gaps, optimize bottom-of-the-funnel pages, and expand its multi-channel approach.
By aligning their efforts with up-to-date data and competitor performance metrics, they have achieved measurable and impactful growth across key areas.
Key Results:
- 10x increase in new creator engagement
- 80% growth in bottom-of-funnel conversions
- 500K+ monthly new user sessions
By leveraging Semrush Traffic & Market’s powerful data, Hotmart optimizes its content, refines its strategies, and drives consistent organic traffic and engagement growth.