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Use of SEMrush for Internet Marketers

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Having a great online marketing tool is as important as creating and implementing a great marketing strategy. As digital marketing professionals, we all understand the significance of great marketing tool which can provide us complete authentic data about the performance of websites on search engine (Paid or Organic).

semrush

SEMrush is one such online marketing tool which let you know the performance of websites (both yours and competitor’s) on search engine by providing comprehensive data about it. It allows you to do research about your competitors’ online marketing strategy. Given below are some of the tasks this tool does:

  1. Perform keyword research relevant to target region and audience.
  2. Provide competitors and their traffic, backlinks, organic and paid rankings.
  3. Perform technical audit of the site and point out the issues which need to be fixed.
  4. Find commercial intent PPC keywords to bid on.
  5. Track the ranking of the site on targeted keywords.
  6. Analyse the performance of display ads.

This tool gives you access to more than 35 tools clustered into 9 sections: Overview, Organic Research, Advertising Research, PLA (Product Listing Ads) Research, Display Advertising, Video Advertising, Backlinks, Tools and Ranks.

In search engine marketing, understanding your niche market, competitors & their marketing strategy is very important and then creating marketing strategy on that understanding, to make presence in the market. SEMrush will help you in this, let us understand how:

1. Analyzing Your Own Website’s Performance:

Before jumping to any kind of marketing plan, you must analyze your website’s performance on search engine and then figure out which part of marketing needs attention or improvement.

When you enter site’s URL in search box of SEMrush and set target area, it fetches an overview of site’s performance on search marketing channels (organic or paid).

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You can also go to individual channels on the left hand side navigation bar for deeper insights. This navigation contains all 9 sections; providing in-depth view to the performance on organic, paid or display marketing channels

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2. Competitors’ Analysis:

After evaluating yours website performance, it time to scrutinize competitors marketing strategy. Here, replace your site’s URL with your competitor URL in search box while keeping the same target region. Again, an overview will be provided by SEMrush. Now it’s up-to you which area you want to analyze like keywords, backlinks, ad copies, CPC of competitor, product listing ads, etc.

I. Keyword Research:

This tool provide you one of the most extensive ways to do keywords research. Let’s understand it one by one,

A. Competitors Keywords Analysis:

You want know the keywords which are common between you and your competitor. After putting site’s URL in search box and setting up the target region, go to competitors under organic research (left navigation).Image1

This section provides all the top competitors ranking for the keywords. If you look at the given below screen shot, you will find competitors on left hand side with Common Keywords, SE Keywords, SE Traffic, SE Traffic Price and Ads Keywords.

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Clicking on any of the competitors will lead you to Domain vs Domain comparison. Here, you can export the file and segregate other keywords from the common keywords. Now, you can use these keywords with respect to your services or products for which your competitor is already ranking but you’re not.

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Similarly, you can do this for paid traffic, studying competitor’s ads keywords.

B. Keywords Analytics Tool:

You can directly put a keyword in search box and set the target. This tool will provide you an overview related to the keyword which includes phase-match keywords, related keywords, URLs ranking for this keyword in organic search results, ad copies of paid search results and much more. However, for us important segments are “Phase-match” and “Related” keywords.

Understanding it with an example – an e-commerce site selling sports shoes in US, so a generic topic to do keyword research can be a “sports shoes”. After doing all the trivial steps, click on “view full report” in phase-match section. It will give you access to a full list of phrase match keywords (more than 1,500 keywords), also providing given below information:

  •  Traffic Volume
  • Average CPC.
  • Competition Density.
  • Of Results.
  • Trend

You can export complete list of keywords in excel from here. Segregate them after assessing which keywords might be worth targeting with your SEO efforts.

Now, do the same for Related Keywords – keywords related to main keyword in one way or other. This will widen your search and help you in develop new content for the site which will eventually attract new visitors.

Note: Repeat this for every other topic which is important to your site.

II. Paid Search:

Running a paid search campaign is very expensive and losing control over it can cost you some money. However, keeping check on competitor’s paid search strategy will always helpful and therefore, SEMrush is one such tool which provides you a comprehensive data about competitor’s paid campaign.

Go to the search box and put your competitor’s URL.

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In no time, it will provide you total number of keywords they are using, traffic generated by ads and estimated investment have been done by your competitor on paid search campaign. One could see the trend of spending done by competitor over course of period.

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It also allows you to see bidding done on keywords, ad copies, ad rankings, landing and destination page URLs, CPC and much more.

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Now it’s up to you, how to use this much of data for the improvement of your paid search campaign.

III. Backlinks:

We as internet marketing professional, always curious about competitor’s inbound or backlinks. SEMrush also enables you to analyze your competitor’s backlinks. It unearth number of backlinks, referring domains & IPs, Follow and NoFollow link (also kind of links i.e. text, image, form and frame), information about Top-Level of Domains (TLDs), regional backlinks distribution, etc.

You just need to put URL in search box and it fetches all the data (mentioned above) needed for backlinks audit.

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SEMrush is far more than just a tool present in the market. It provides you so much actionable data in one place to create “hell of a marketing campaign”.  For more watch the video:

Photo Credit: SEMrush.com

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