Today I have to analyze one of the best known SEO tools in the market. Because it has already rained a lot (it’s been more than 3 years) since I took the first SEMrush tutorial, towards the end of 2015. And since then this suite has been incorporating new features that are worth explaining . In addition, this year I have proposed to analyze the best SEO tools in the market so that you, reader, can decide in which of them you are worth investing.
What is SEMRUSH?
It is a tool of what we call ” all in 1 “, on which your SEO strategy will turn. One of those that makes your life easier because it saves you having to download or install different programs or extensions in the browser for issues such as tracking positions , analyzing OnPage errors , analyzing user search queries (keywords) or reviewing Inbound links of a certain web.
How to use SEMRUSH?
Although the tool has a very powerful knowledge base , it is not easy to find explanations in Spanish, as you can see. That’s why I think this tutorial in Spanish will be very useful to guide you in the process of learning the tool. Do you come with me to give a review of what you can offer?
This is one of the most interesting features and where the difference is made. Since not all SEO tools have access to the same query databases. With this function you can analyze the number of monthly searches (Volume) that have a term in a particular search engine (Google.es, Google.de, Google.co.uk …) and check whether it is profitable or not to bet on it thanks to a series of parameters that I explain to you next.
Keyword Magic Tool by SEMRUSH
If you go to the full report, you will see that now SEMRUSH offers a very similar function to the old Google Keyword Planner (which many miss in a free version), called Keyword Magic . Which was in beta until very recently.
As you see in addition to the approximate searches you will find a trend graph (to see the seasonality of the term) and most interesting the Keyword Difficulty (KD) . That is a value between 0 and 100 where it is estimated the difficulty to overcome the competitors in the top 20 positions of the organic searches (from 60% it starts to be more complicated). And of course you can also see the cost of the word in SEM (CPC) and the level of competition that is a value between 0 and 1 (the closer you get to 1, the stronger you are bidding on paid searches).
In the style of Google Adwords Planner you can filter by groups of keywords, and of course also find new variants of searches made by potential customers or users of your website. As is logical, you can export the data to an Excel file to make it more comfortable to work using filters and to have the data there for the future.
Although if you want to easily find keywords with little competition to rank quickly, I recommend that you follow the recipe of the Keyword Research that I explained in previous articles.
In the Keyword Analysis function group, you can also find an Ad History on a specific term. With it you can see what your competitors have done in Google Adwords and in Bing Ads:
- What has been your monthly budget?
- How many approximate visits have you returned
- The number of keywords included in the campaign
Following the logical order of the process that I recommend you to follow, we will see one of the main sections of the tool, the analysis of domain or how a website behaves as search engine positioning .
Organic research or rankings
To know what are the keywords (the most popular, of course) for which you or your competition are appearing in the organic search rankings, you have to go to the Organic Research section. Where you will find a detailed report of the positions that occupy the terms by which your website appears. Now SEMURSH no longer only shows the results of the first 20 positions but all the top 100 .
Now you will say, because they are not all that they are (although they are all those that are, SEMRUSH has a very precise tracking of positions). But how can you see the evolution of key phrases that are not in your databases or when your project has just started (and is not in the rankings of the tool)? Do not worry, you can see how your page progresses from the last page in another function, Projects, which we will see later.
Changes of position
One of the most interesting issues of this block is the section ” Changes of position “. It shows us on the one hand the keywords that lose positions ( in decline ) and those that stop being in rankings (losses). This is very useful if you enter a domain of your most direct competence, because you can take advantage of the keywords you are losing to work on you and occupy your previous position.
How? It is time to talk about the “Filters”, which are located just above the standings. You can select the data that you want to be shown, with the exclusion and inclusion rules. For example, “Exclude – Volume – Less than 100” so that it only shows you those that have more than 100 monthly searches.
Or “Exclude – Number of words – Less than 3″, so that it only shows you the terms ” long tail “.
Now the next step would be to select the word we are going to work on, and use the functionality we see below ( SEO Content Template ), to extract the characteristics of the content that we are going to create to improve the competition:
- Semantically related words, to be used in the content.
- Incoming from the top 10 competitors , to try to get the links they have, this point is especially important.
- Approximate content length , depending on the search intent will require a longer or shorter text.
Within the Organic Research you can see which domains are competing with yours, by coincidence of keywords positioned in the first 2 pages. Problem, that if we have not positioned any term in top 20, the tool does not throw data in this function. But do not worry, because it does provide them in another function that we will see again later.
As soon as you have at least one keyword in Top 20, you can see which are your main competitors , by level of competence, who are fighting for the same words that you do. The good thing once again, is that if you click on a competitor you will see a more detailed report that includes inbound links (backlinks), anchor texts that you are using and other words that you do not have positioned for which you It could be interesting to bet.
Domain vs. Domain
The analysis of the competition in SEMRush has a fundamental function and it is convenient to explain to get the most out of it, domain vs domain , which allows you to compare yourself with up to 4 competitors at a time.
It shows the keywords in which you agree with other domains, therefore competitors so you can see the evolution of them and attack those that are still below the competition.
But, the real power of this function, are in finding new opportunities, with words that the competition has positioned (and have a high volume of searches) but you are not working. Something that is very evident in the tool Sistrix (one of the main competitors of SEMRUSH), in SEMRush is not so intuitive.
As you can see, the options start to be more interesting with the possibility of entering up to 5 domains , filter the type of words (organic, payment, google shopping), and most interesting the type of intersection, which allows us to discover the words that the competitor has positioned and we do not .
To do this, in the interesection symbol now allows us to select exclusive keywords from the first domain. Thus we will discover a large number of words that surely have many searches and that we have not worked to enter the first 2 pages. See if the tool is unintuitive that in the function itself include a mini-tutorial to use it.
Come now with another useful function, the one of Backlinks. Whenever we are analyzing the competition it is essential to check their backlinks. SEMRush allows us to see in detail the incoming links, with anchor text, title and URL of the source that is linking, the destination page, and a score that has SEMRush to the authority of the page that is linking.
Beware, they only show the last most powerful backlinks found in the last 3 months . This is something for which SEMRush is not highly recommended to find backlinks and the truth is that if what we want is to see all the links of a domain it is not the best. Ahrefs is probably the best tool for this, but personally I find it very useful to get the most relevant links from an all-in-one tool.
The good thing is that we can also filter by the type of link : nofollow or dofollow, those that go in text, those that go in form, those that go in image … .etc. We can even filter by TLD (.es, .com, .net …) and the location of the server where each domain is located that points to our competition. For me a tremendously useful function, because in the case of my website I am interested in getting links .es located in Spain.
SEO Content Template
One of the innovations of recent years that I liked the most, has been the SEO Content Template , which basically helps you prepare your template with the requirements of your content to rank in search engines . Prepare a SEO-friendly content with words that you might not have thought about using (semantically related), an appropriate extension or certain backlinks that your competitors are already using.
Although it is a tool that has a lot of room for improvement, with a little dedication (and obviously a powerful investment) SEMRUSH could offer here the information given by tools such as SEOLyze (information regarding semantics is very limited) or Keywordtool.io ( especially in regard to inquiries in the form of a question that users ask, for example in voice searches ). So you can know what sections you should include to answer the questions that users ask about a specific topic.
But I think that at this point they are not very clear about what to offer customers that is really profitable. And now it is developing a new function that will probably kill the SEO Content Template: The SEO Writing Assistant .
And the best came! The part that I most wanted to teach you. In the Tools section you have the Projects function, which gives you the true power to work projects in a professional manner following the evolution from scratch.
The 4 functions that it offers you are:
- SEO audit
- Position tracking
- SEO ideas
- Social Media Tool
Perform an OnPage audit of the project you have previously entered by exploring your site with a robot similar to Google’s that allows you to track your page, discovering serious optimization errors, important warnings and relevant notes .
Errors must be corrected immediately because they can be a significant burden. Server response failures, 404 errors, duplicate content, broken links, pages that can not be crawled, robots.txt failures, sitemap.xml failures … etc.
The warnings also should be corrected because they will help us to improve the positioning. Title too short, lack of H1, duplicate H1 tags, text-html ratio better than 10% … .etc. The most important thing is that you do not go crazy trying to correct everything , prioritize changes that you think will have more impact.
The rest are notifications to which I personally do not pay much attention, for example the use of rel = “nofollow” attributes for external links or the fact of having blocked pages for robots.
Follow-up of Keywords
As I said before, you can also see the evolution of your keywords from page 10. To do this, you go to Position Tracking in the Projects section and add the keywords that you want to monitor, which you have selected after the study of phrases key The really juicy thing is that add the words that your competitors are working if you select the option “From SEMRush” and filter by rankings (top 20, 50, 100, 200). You have the option to add up to 500 keywords in total for all your projects. You can even take the keywords from Google Analytics through the visits you have obtained through SEO.
By the way, it is possible that you have identified certain domains as competitors but in reality you move in different spheres. I mean, a law firm located in Palencia, you can look in the mirror of KMPG lawyers without noticing that it is not a direct competitor but is one of the giants in its sector. In this case you should worry about competing with local law firms.
Well, through the “Position Tracking” section, SEMRush allows you to see which your true competitors. They would be those that have already positioned (in this case we extend the rank to top 100) some of the keywords that you focus on. Now you can see it in the “Competitors Discovery” tab of the summary that offers this function:
As you see, a graph appears where each circle represents a competitor , the bigger the number of keywords you have positioned in relation to the ones you have chosen to follow up. I’m going to take for example the one that has 9 in common because it’s an “affordable” competitor.
If you click on it, in the table that appears at the bottom of the control panel, you can see how your website is with respect to the competition for those keywords. Included if your positions have improved or worsened positions in recent days, to see where to attack.
Ideas for improvement with On Page SEO Checker
This is one of my favorites from the Proyectdos section. Basically they are SEO optimization ideas for the contents that you already have in rankings based on 3 pillars:
- Use of keywords in the fundamental elements of the page (title, description, header labels).
- Use of words related to keywords (semantic agreement).
- Incoming links (Backlinks) of the competitors that are in the top 10 positions.
One of the most innovative functions in his day. You do not have to worry about seeing what to optimize on your page with respect to the competition, this function gives you keys to update your content and keep bidding for the top positions.
You do not even have to look for your life with links , because this tool tells you what links have put your competitors where they are. I guarantee you save a lot of time.
You only have to enter the keywords you want to watch and the landing page to offer for those keywords. The tool gives you concrete ideas of improvement with respect to the competition .
- “Your label
does not contain the keyword you are trying to position ”
- “Your label
it does not contain the keyword you’re trying to position “ li>
- ” Compared to your rivals, some related words are not presented in the content of your page. “ li>
- ” Bought with your rivals, you have a very low content in number of words “ li>
- ” Your rivals have backlinks here, here and here “. li> ul>
So far the tutorial! span> h2>
I hope you liked the tutorial. As you have seen, I have not included all the functionalities. The reason is that I only wanted (and could) tell you the most relevant ones, which I use daily in my day to day life. P>
If you are going to buy it, I’ll leave my subscription link . p>