If you were interested in this reading, you probably already understand the basics of Content Marketing. I also believe that you have knowledge of SEO and know how this is a vast and information-filled world. But you may face some challenges when putting it all into practice.
If you were interested in this reading, you probably already understand the basics of Content Marketing.
I also believe that you have knowledge of SEO and know how this is a vast and information-filled world.
But you may face some challenges when putting it all into practice.
Questions such as “which keywords to use?”, “Which keywords am I ranking for” or “how can I build a good link building strategy?” are quite common.
SEMrush can help you solve these and other problems.
This tool has features that can be very useful in your Content Marketing strategy.
Okay, it looks wonderful, but how to do it?
In this post, you will find a complete tutorial on how to use SEMrush and how each feature will help.
First of all: what is SEMrush for?
This is a fair doubt.
After all, SEMrush is a paid tool, and what advantages can the investment be worth?
It provides a number of extremely relevant data and is considered one of the best tools for SEO analysis.
SEMrush’s strengths mainly involve thorough analysis for keyword research, global analysis of your site and competitive analysis.
Oops, competition analysis?
Yes! SEMrush data does not refer only to your website, but to any domain you want to search for.
And although there are several great tools for SEO efforts, SEMrush allows you to organize just about everything that matters in one place.
The site is very intuitive and you can find everything very easily, so let’s investigate the possibilities it has to offer.
To start at SEMrush, just make an account on the site.
When you login, you will find a home panel.
In it, you can configure your projects.
At the top is a search bar. There you can enter a domain or password to obtain various information that will be organized in panels according to the search.
In the sidebar, you will find the analysis options, which are also displayed in the generated panels.
The name itself says, right?
Just type the domain you want in the search bar and SEMrush will present you with information related to that specific domain.
This is cool for analyzing both your website and that of your competitors.
You will find information on organic and paid search, backlinks, main keywords and competitors.
Reminder 1: When doing domain analysis, don’t use https: // and www. Their use will lead to the specific page, not the domain as a whole.
Reminder 2: After doing the search, select the country for which you are analyzing. In this case, I put US, because I wanted data from hubspot.com, not from br.hubspot.com.hubspot . com , not br . hubspot . com .
There is the possibility of linking Google Search Console to SEMrush and obtaining the data together in the presented report.
In this part, you will have access to the organic data related to the domain:
- Top organic keywords: These are the top keywords searched on Google that lead to your site. This is useful for understanding what else brings traffic to the domain in question.
- Distribution by organic position: this graph is very cool and shows how many keywords your content ranks in each position.
- Top organic competitors: This part shows the top competitors for the same keywords as yours.
- Competitive positioning map: it ‘s a really cool graph! It shows the main competitors (each competitor is a different ball) on a graph based on the coordinates “organic keywords” and “organic traffic”.
Each such report can be extended to show all results.
To do this, just click on “View full report” or on each desired subtopic in the sidebar.
By extending the organic keyword report, we were able to see details of which posts are ranking for which keywords, their variations and positions.
This is very interesting to analyze variations in ranking.
Let’s assume, for example, that HubSpot ranks for “inbound marketing” first, but for “what does inbound marketing means” third.
This variation can show a possible intertitle, a simple sentence in the text, or can point, depending on the search volume, that it is not a topic worth exploring.
This is a blog about decoration , with tips for the house, life stories related to decoration and that has articles in the style “do it yourself”, the famous DIY (do it yourself).
Look at how small variations typed by users in the search field result in different rankings for the same url:
As we can see, most of them refer to variations in the form of writing: do it yourself, do it yourself, do it yourself, do it yourself, etc.
However, some have the terms “decoration” and “pictures”, and if we continued the list we would see “living room”, “kitchen” and other terms.
This measures what can be worked on, what people are looking for and what your article is doing and helps with ranking.
The analysis of both your domain and your competitors is healthy to understand what are the trends and main subjects of your market, besides having insights of what can be explored.
In this section, you will have access to the same information previously mentioned, but this time for paid media.
Backlinks are essential for the search engine to identify the authority of your website and its content.
Healthy links, that is, coming from an authoritative website and pointing to your domain, bring credibility to your website.
The reverse is also true.
SEMrush brings a report of backlinks that informs how many and which domains are pointing to yours.
In this way, it is possible to identify in a timely manner the origin and destination of these backlinks, that is, where they come from and to which page they point.
The report also indicates the main anchors used, that is, what text your link is being linked to.
In addition to indicating the type of backlink: whether it is linked to text or image, for example, and whether it is follow or no-follow.
This is useful to understand what your business has been related to and by whom.
It is also possible to understand the quality of the domain based on the backlink through Domain Score and Trust Score.
The Domain Score is related to the authority and quality of the domain. The Trust Score refers to the quality of the backlinks that point to that domain, that is, links from sites with a good Domain Score.
Remembering that this information can be accessed for any domain.
Therefore, all of these possibilities that I just mentioned for your website also apply to your competitors’ websites.
This is useful for identifying what is possible to improve in your backlink strategy, which links to improve to rank better, which anchors to explore and even who is relevant to your area.
You can still get multiple graphics. The first one points out the backlinks gained and lost over time.
Below, other graphics will point out the type of backlinks received from different criteria.
All graphs can be enlarged to receive a complete report.
It is possible to obtain detailed information about each backlink, please note:
Each information of each backlink is presented in detail according to the domain coming from.
Assessing the quality of this backlink, there is also the possibility to exclude unwanted backlinks, just for that, SEMrush is linked to Google Search Console.
Domain X Domain
In this part, it is possible to analyze two (or more) domains side by side.
The analysis makes a comparison according to the domains you chose based on keywords.
With this tool it is possible to analyze a keyword and evaluate its difficulty, AdWords cost, ranking difficulty, among other variables.
Choose a keyword and type in the search field.
Remember to do the research always based on your persona , your context and demands, and make the choice according to the stage of the funnel in which it is.
A report will be generated as shown below:
The report will present data from organic and paid search, CPC by country, phrase matched keywords and related keywords and SERP results by position.
Let us better clarify each aspect of the report:
Organic Search and Paid Search
These are the first two aspects presented when searching for a keyword.
Its importance is to briefly present the search volume and number of results for the keyword (organic search) and CPC and competition (paid search).
In this case, I searched for the word “inbound marketing” and selected the results for the United States. We see that:
- the search volume is 9.9k;
- there are almost 9 million organic search results;
- the CPC for AdWords is $ 21.78;
- the competition is 0.61.
All of these values are high for a keyword, and from this we can conclude that it is an extremely difficult word and requires a lot of efforts to rank.
Likewise, it is possible to conclude that, being among the first results, the return will be great.
Therefore, this first basic result is a preview for you to understand the profile and difficulty of that word, which can be better understood based on the complete reports.
The phrase match will point out keywords related to the one you are looking for, bringing variations of it.
The results are related to what users click most when searching for the word chosen by you in the search engine.
This is useful for you to search for long tails, intertitles or even variations of SEO Titles for your content. Which results, of course, in its ranking.
In addition, SEMrush will point out the data related to that keyword.
Although it looks the same as phrase match, it is not!
In fact, this section is related to variations in what the user types to find the results of the keyword they are looking for.
In other words, each person can enter different keywords to find the same result, and SEMrush will show you what those words are.
Therefore, it is very common to find variations of singular and plural in this report, differences in spacing and typing errors.
Organic search results
This part will show organic search results for the keyword you are looking for.
For “inbound marketing”, we can see that the first result is from HubSpot, even before Wikipedia!
It is possible to analyze the domains in different positions, just change the tab between “1-20”, “21-40” and so on.
This allows you to analyze what the top finishers are doing well and gain insights into your strategy.
That way, you discover what works, what goes wrong and what should be well explored in your content.
It is very interesting to analyze the results between 10 and 30 to understand what they are not exploring and how that puts them on the second pages of SERP.
So, when planning your content, you already have a structure and its importance in mind.
This section is useful for anyone who invests in GoogleAds.
It will show the most engaged ads and their content.
That way, it is possible to have insights on how to design your ads, which texts engage and generate more clicks.
Keyword Magic Tool
This is a feature still being tested in SEMrush and that can bring good insights to your keyword strategy.
Thus, it is easier to make a choice based on factors such as search volume, percentage of difficulty and competitive density.
In the case of the keyword we use in the example, “inbound marketing”, the KeyWord Magic Tool provides more than 41 thousand views.
With such a large number, the analysis becomes difficult.
So there are filtering features to narrow the list and get to the keywords that really matter in your strategy.
Filters include, for example, number of words, word difficulty and desired and unwanted words.
In the following example, I did the filtering so that the list had only keywords with 3 to 5 words, level of difficulty between 30 and 70% and excludes the term “sales”.
From configuring your website as a SEMrush project, you will have access to some useful resources:
In general, Site Audit is a resource that will give you data about the health of your site through a note.
It will search for and identify various SEO-related errors on your sites, such as unwanted links and broken pages.
In this part, it is possible to compare your domain and that of your competitors based on SERP results.
The comparison is made based on the variety of keywords and the ranking for those words.
The information is presented in general for a more visual and less detailed analysis.
The generated graphics can be of visibility, traffic and average position.
There is also the option to analyze each keyword in more detail and see the position of each domain, which has snippets or videos in the SERP, among other characteristics.
In this report, it is possible to identify all backlinks and details about them.
SEMrush gives an overview of backlinks, which can be extended.
You may be wondering the difference between Backlink Audit and the domain analysis backlink report.
The basic difference is that, in Backlink Audit, SEMrush itself will point out toxic links, starting from a note (Toxic Score).
That is, it already makes an automatic analysis for you and indicates what needs to be changed.
Of course, however, this is not a substitute for good human analysis.
Like everything in Content Marketing, it is essential that you understand the process and everything that is happening.
Organic Traffic Insights
The great advantage of this tool is to gather relevant data from Search Console and Analytics in a single panel, making analysis easier.
SEO Content Template
For those who are starting to produce content or are uninspired, or even for those who already produce content and need to streamline the process, this can be a good alternative.
It allows you to create SEO-optimized content from the keywords you want, offering a template based on the best Google results.
For that, just choose the keyword, select region and language and SEMrush will generate a template from the data provided.
Always remember, however, to check that what he offers is consistent and meets your strategy.
Social Media Tool
This tool allows the comparison of your social networks with that of your competitors.
Thus, you can understand what is working on your social media strategy, what needs to be improved and what trends to follow in relation to the market.
Most importantly, you can understand what your audience is looking for and what they are engaging with in the best way.
The channels that can be analyzed are Facebook, Instagram, Youtube, LinkedIn, Twitter and Google +.
For each channel, it is possible to obtain a specific report of posts, audience, activity, engagement and hashtags.
In the posts report it is possible to identify the main posts of the selected period organized by engagement.
In addition to the numerical value, there is an engagement note given by SEMrush itself, in addition to data for each engagement (in the case of Facebook, reactions, comments and sharing).
In addition, you can compare the performance of your channels with those of other companies.
At the bottom of the page, you will find a general comparison chart of audience, activity and engagement for each of the selected blogs.
The bars are organized in order to indicate all channels and the social result generated by all, and are divided by color to indicate the participation of each channel in the total.
It is possible to obtain more detailed data in relation to your competitors.
To do this, just click on the tab of each analyzed channel and select the aspect you want to analyze.
For example: selecting Facebook -> Audience, we have this graph that indicates the evolution of likes for each selected competitor. The analysis can be done by days, weeks or months.
This chart may seem a bit boring (and it is), but there are others.
If you select, for example, Facebook -> Engagement, look at how the graph looks for each competitor:
Lead Generation Tool
This is a widget to encourage your visitors to provide their data.
It can be very useful to assist in the conversion, by obtaining data from the leads.
With this feature, it is possible to issue reports with different data from SEMrush in relation to a given domain in a synthesized form in a PDF or receive it via email.
SEMrush, even being a paid tool, brings several benefits that can help a lot in an SEO strategy.
Keyword analysis, details on organic positioning and competition analysis at different levels are the main ones.
In addition, it has the great advantage of gathering different information in easy-to-navigate panels and the possibility of linking different projects in the same account.
Therefore, if there is a possibility, this investment can be extremely useful for your business.
I recommend that if you don’t have a planned budget to fund such advantageous tools, start thinking about it now!
Did you like the article? Still have questions about SEMrush and other SEO tools? Leave your doubts in the comments!