Power Tools – SEMRush; Search Marketing, keyword & competitor insights

About this tool

Search engines, such as Google and Bing, are predominantly the main source of traffic to your website. When a buyer searches the web for a product/ service that you offer, they are unlikely to type your company name into Google, unless they have purchased from you before or seen advertisements. If your company name is near the top of search results when they search for keywords such as ‘televisions’, ‘books’ or ‘kettles’, you will gain more leads.

SEMrush is a tool that will assist you in your SEO campaigns. It will allow you to gain insight into your competitors’ best keywords and expose detailed information relating to their advertising strategy. Be inspired with over 2 million keyword ideas at the click of a button, including those less competitive keywords. Generate detailed reports that include all of this information and so much more…

This is search engine optimisation tool should be used by any digital marketing team wishing to expand their online footprint.

TRY SEMrush below.

Introduction to the tool by Simon Swan

I am going to introduce you to SEMRush which is an analytics tool to help you better understand the performance of your website.

When you’re focusing on your search engine optimization activity or a paid search, it provides you with the insights that you might need to take to the next level on your SEO performance. There is a number of different tools and techniques that this platform provides. I’m going to run through with you some key areas that you might want to consider.

I’ll use my blog as an example, hopefully, you can take away some of these ideas and thoughts for your own site when you start to use this. So as a kickoff, I’ll put in my domain, my site is focused predominantly on digital marketing, my own personal views and thoughts.

And also it’s a diary of my time, uh, when I did a land’s end to Johnny growth cycle ride few years ago. So there’s, um, a mix-match, you’ve both fish to marketing and cycling, so it’s pretty a niche audience. Um, so what I’ve done here is I put the domain in, and this is going to provide me with a breakdown in current performance. So you can see here, um, the overview on current performance, I’m getting around 59 searches a month. I’m not running any paid search. I’ve received 367 backlinks from 48 domains. And the other two areas paid search, which if I was running page search would appear here and display advertising as well. So it kind of gives you an overview on your search activity, whether it’s paid or organic in one place. It also gives you a breakdown over time in terms of my organic performance and also, um, impact of when there was a change in the Google algorithm. So you can kind of correlate to changes that have impacted your site.

Speaker 2 (04:00):

Potentially. It also gives me, um, a breakdown on my top organic keywords that are driving traffic based on the position in Google. How many of my keywords are ranking in where position on a search engine? So you can see I’ve already got pointed keyword in positions one to three, but then there’s quite a few, um, in positions four to 10 on page one of Google, and then continues that way, a list of main competitors and also your competitor positioning map. So because I have, um, content around S uh, digital marketing and cycling, it’s kind of pulled together some sites that I’m competing against, obviously huge sites in comparison, um, where they’re working well, where they’re performing well. So again, you can go into much more detail here, which we can do later in terms of how competitors are driving traffic to their sites. So let’s start with organic keywords clicking on full report.

Speaker 2 (05:09):

This is going to give me a complete breakdown of the 117 keywords that I’m ranking in the top 100 positions of Google, which is what SEM rush basically reports for you. It breaks it down via, um, the keyword itself, obviously, um, your position in the search engine, the amount of volume search volume on a monthly basis, and then there’s a keyword difficulty. So this is an estimation by our SCM rush as to how difficult it would be to rank for that keyword. So it’s a score out of a hundred, obviously the higher, the number, the more competitive that keyword is, and you can start to break down and see how competitive those keywords I’m ranking for are, or whether there’s any opportunities to expand on that. CPC is a cost per click. So if I was to bid on that keyword, that’s roughly how much it’s going to cost me, and then there’s the URL. So this would take me through to the specific page on my site, um, that there’s keywords associated with. So you can see the job training plan, which is Landon’s genograms training plan that takes you through to my page, um, and the type of content and information that’s on that page itself.

Speaker 2 (06:41):

So it’s quite an interesting, good insightful page here. Um, the opportunity here for this is it kind of fills the gap, um, after Google introduced, not provided, which you can no longer really get from Google analytics. Obviously you can get insights from search console, but the issue of not provided SCM rush does a good job here in terms of filling that gap for you to understand which keywords are performing well and where you can start to expand on that. So it’s a handy tool to have, um, gives you a really good understanding as to what you’re doing and how you’re performing. Just go back to the main page here and we’ll go into competitors. So, as I mentioned, because my site is kind of focusing on two areas, cycling and digital marketing, um, this is going to give me a list of who are my key competitors.

Speaker 2 (07:35):

So again, you can see the competitive landscape map as from the previous page and also the types of sites that I’m up against. So because, um, we’ll focus around cycling. Um, you can see the, the, the key domains that I’m, um, competing against here. So cycling uk.org cycle, the job.com peak tours, which is a cycling adventure, um, outfit, um, as well. And it’s listed via how many common keywords there are against myself and the other websites. So for cycling uk.org, the reason why it’s a SCM rush is classifying it as a key competitor. It’s because we have 18 common keywords between ourselves that we’re competing against. Um, so if I click on here, I want to see how or where cycling UK is, um, competing against what keywords that I’m also ranking for. It’s going to give me a nice breakdown here. This is based on the top two pages of Google for the sake of this report, but you can see here, the job training plan, which is the page or keyword that we were looking for earlier, I’m ranking third cycling UK is ranking 10th, and the list is ongoing here.

Speaker 2 (08:58):

So these are all the keywords that we’re both competing for. And again, the search volume, the keyword difficulty, and should I want to try and capitalise on the potential search volume by running some care pay-per-click, that’s the potential cost it’s going to cost me for that. So that’s really, really handy guide when it comes to your competitor analysis to better understand, um, how you’re competing against some, some, uh, certain other brands. So just going back to the main page, again, we’ve gone through our organic keyword list. We’ve also gone through your competitors. So that kind of gives you a good starting point as to basically understand in your situation analysis, what’s working, what isn’t working from, a position keyword position, point of view, and who you’re up against from a competitor. And you can dig really, really deeply into a lot more of this, which we’ll go into another helpful page is, um, on this, your emotions, your pages report.

Speaker 2 (10:08):

So this is going to give me a list of all the key pages that are ranking well for, um, for traffic. Um, so you can see if I come up to here and I click on this page here, which is defining your online value proposition. This is a blog post that I, um, I put together a few years ago and the content that I created here, I can go back to the page itself here, and I can see that it’s generating me around 4% of my traffic is coming from organic search. And that page itself is ranking for three keywords. So by clicking on that page there, I can see what are those three keywords that I’m beginning to rank better for? So obviously online value proposition is, um, is ranking well, but I might also want to start to consider for that page. Um, I’m beginning to rank well for online value proposition, examples and brand proposition definition.

Speaker 2 (11:10):

So although the position’s relatively low, I might want to start to consider fleshing out that page here in terms of talking about branding and points of difference within branding. So it’s a good indicator to understand how you can start to expand out your content. What I would say, um, just as a, um, as a starting point with SCM rush is, is to be clear as to how or why you’re using SCM rush. It’s very, very easy to start to, um, crank out keyword research reports, your gaps and opportunities reports, and start to create lots and lots of content. But I would say is trying to assess what are the objectives of your website and your business, and from there, what are the key measures that you’re wanting SCM rush to help you with? Is it just to literally drive more and more content pages? Is it to drive, or when you want to focus on the page that are driving you the most revenue is it lead generation.

Speaker 2 (12:13):

So, so be clear as to why you’re using SEM rush, and then start to focus on the pages that are going to be helping you realise your objectives. Otherwise you can find yourself in SCM rush, it’s fascinating insights, but kind of not coming away with any key actionable results. So that kind of gives you a breakdown in terms of your organic search performance. The other key area that you might want to consider, especially if your site is, or your, your brand is operating in different countries. SCM rush obviously provides you with insights for your performance through, um, Google, us, Google, Germany, Google forensics, et cetera, and I 130 other countries. So you can flick between UK U S and whatever other country, just to better understand where you’re performing, where you’re not performing. So that’s well worth remembering as well.

Speaker 2 (13:11):

Other areas, position changes. So this kind of focuses on, we’ll go back to UK of all my positions in Google in terms of the keywords that are ranking in Google, which ones are new and which ones have I lost, and it’ll give you a breakdown over, um, you can either do it from a month, six months or one year. So if I look at our whole year in terms of my performance, I can see that, um, there’s a number of new keywords that my site is ranking for now, but also there’s a number of lost keywords. So there is a paid tool within CMS, as you can see here. And that will give you an insight into which keyword you’ve lost over the previous months, but if you, um, click and, uh, yeah, and a lot, so you’ll see new lost, improved, and declined. Um, it will give me an understanding as to which keywords I’ve lost.

Speaker 2 (14:11):

So I can see the jog itself. London’s journal grades, its position has declined by 20, and that’s a key term. That’s a key search volume if I’m really keen to try and drive traffic to that page or for that word. Cause, you know, there’s nearly 2000 searches for that on a monthly basis. So again, you can start to audit your performance of your site based on where you’ve improved. I, what content is driving your new keywords or which kind of which keywords have you lost in terms of rankings and where you might want to consider better optimising that content. Like I mentioned, I’m looking here at improved keywords. So, um, again, you can see where I’ve improved over the months or perhaps declined. So again, lots of insights here, lots of things that you can take away, um, when you start to focus on your keyword research, another really decent, um, tool that SCM rush has is when you started to look at your keyword rankings and you’re keen to expand on the key words or phrases that you’re wanting to focus on is there’s a number of different, um, opportunities to build on that.

Speaker 2 (15:29):

So for example, one of the keywords that I’m ranking for is live joke roots, which is the land’s end to John grade’s route. And although it’s pretty niche, cause I’m targeting a certain route cycling route, it has around 500, um, searches for that a month. And as you can see, it’s very seasonal. So again, the trend here is by a month, which are the key months of the year, that would be cyclist. So looking for that type of information. So it’s very seasonal. And so for me, I’m quite keen to better understand how do I optimise for this term on a seasonal basis and the types of search terms that users are looking for to basically wanting to map out their lands in Shawnee grows root. So what you can do under SEM rush is they have a tool called the keyword magic tool. So if I click on there, this is going to give me a breakdown of the numbers of different things I can be considering for the search term.

Speaker 2 (16:29):

Um, the, um, the joke route. So I put the search term in here. So your seed keyword, you were put in here, and if I scroll down, it’s going to give me a number of keywords that I might want to consider as a bit. If you think about keyword planner for Google, similar to that, although it’s giving you a lot more insight here, huge amount of insight, um, it can be divided by a broad match phrase, match, exact match, and all the keywords are listed here. So if I start to look at, um, phrase match curriculum, so this is praises associated with the geography. It’s going to give me a list of all the different phrases. I might want to start to consider it for that page, or I might want to have a logistic route page, but then have associated pages linking to that main ledger group page based on key subject areas.

Speaker 2 (17:28):

So for example, the best route or logistic route in 12 days or the 10 day routes. So you can start to not just focus on a certain keyword, but start to create content associated with the geo group within the same page, but also sub pages with the geo group. Another key one, especially for content marketing is questions. So are there any questions associated with the geo group in this case there isn’t and if I can just, if I just change this to jog itself, so questions that people are asking for about landlords to integrate, you’ve got some really, really easy stuff to start working on. Um, around key words, do I need mud cards for the joke? How hard is legit? How much could you do the joke for what time of year is best for the joke? So you can start to really, really create content associated with this subject area around that.

Speaker 2 (18:31):

Um, let’s just put in here what we were looking at and the job group just moved back to that. So it’s a really handy tool to use and to come up with some more creative thoughts and ideas as to, um, well content for that search term that you’re looking at on the left hand side, if you, if you don’t want to scroll down all the different types of keywords, cause depending on how, um, niche or not niche your keyword is, you could be getting pages and pages, um, SCM rush, nicely categorises it into, um, keywords as well. So you can very quickly pull out certain keyword groupings that you can automatically use for keyword opportunities to build out your content. That way another keyword research tool that SCM rush have is something that’s relatively new. It’s called topic research. And this is, um, focusing on what we’re talking about earlier, but helping you better understand the wider topics associated with the keyword.

Speaker 2 (19:49):

So we’re kind of moving away from just creating content or pages targeting a keyword, but creating topics associated with the keyword. So you’re kind of more semantically building together, a story from your sites, that’s answering the types of questions that users are looking for. So if I stay with led great, I’ve you put that into topic research and there’s going to give me a whole list of subject areas I might want to consider in and around content for, um, planning your, your route. What you can do is click on mind map. And it’s a bit similar to answer the public if you’ve used that keyword tool. So the, the key to a keyword is obviously a liberal group, but what SEM rush is putting out here are the common or most popular subjects associated or semantically linked to. Ligero great. So very quickly I can start to think about mapping out when I sit down at my little group page, but then also what other content do I want to associate it with?

Speaker 2 (20:59):

So I could be creating, um, the jog group in 12 days and then perhaps create a diary or, or, um, places to stay, um, for that 12 day route or perhaps, um, I’m looking to, uh, build a page around records. So how fast has the jog been cycled, um, methods of doing the job? So there’s a walking route here that people have used. Do I want to focus on using main roads? How difficult is Devon and Cornwall in New Jersey in terms of its Hills and things to consider? Um, so you can very, very quickly start to break out wider and wider opportunities, um, in terms of creating that content around that key term that you’re starting to focus on.

Speaker 1 (21:48):

Well, thank you for listening. As you can see, this tool provides information that is vital for any business’s success. So give it a go. This is Jack signing off.