SemRush Guide: Review of one of the most powerful tools

SEMRush es una herramienta de marketing en línea que es vital para comprender el rendimiento de su sitio Web, así como el nicho en el que compite el sitio. Desde SEO hasta PPC, esta herramienta es imprescindible para cualquier persona en el mundo del marketing, la cantidad de datos y la información aquí es tan importante para que usted pueda determinar qué es lo mejor. Esta será una guía detallada sobre cómo aprovechar al máximo SEMRush, que con suerte lo colocará en el camino correcto para comercializar su sitio web.

Below is a detailed overview of all the SEMRush tools and exactly what they can do, but I've decided to do individual tutorials on many of SEMRush's main features:

Introduction

Before making the decision on which one suits you best, I will briefly explain what each function is:

Analysis : these are the data that will be shown in the searches you carry out. Each price affects how many results you can receive per report and how many reports you can do per day.

Projects  : un proyecto es esencialmente un nombre de domain que usted elige para que SEMRush realice auditorías del sitio, seguimiento de posición, herramienta de redes sociales, etc.

Reports  : SEMRush can provide you with regular reports on their sites that come in PDF format, some pricing plans have features like personal branding on the reports.

Users Management : cada cuenta comenzará con un Username, según el paquete que elija, puede permitir que hasta otras 9 persons accedan a las cuentas de SEMRush, cada una con su propio nombre de usuario.

Other : el paquete más caro incluirá acceso a la API que puede usar para recibir datos sin tener que realizar las búsquedas usted mismo a través de la interfaz.

Now that you have a little more information about each function, we can start using SEMRush.

Above is a picture of the SEMRush panel. Each of the features are listed on the left side, the main categories are as follows: análisis de dominio, análisis de keywords, proyectos, mis informes. 

Para comenzar, puede escribir una keyword o un nombre de dominio. Ingresar un dominio lo llevará a la sección «Análisis de dominio» y una palabra clave abrirá la página «Análisis de palabras clave».

En este ejemplo, he realizado una búsqueda de «amazon.com « . As you can see in the image above, you can select which location the marketing results are based on. Geographic location is a fairly important feature in SEMRush, whenever you do a search you should always make sure to check the results in the country where the site does its business so you can be sure that you will get the most accurate results.

Draft

Before entering the search functions, it is time to start your first project.

From the dash, you should see a button at the top right called "Projects" with an add (+) button next to it. Clicking on this button will open the box above where you can enter your project's domain and project name. Enter your details and click "create"

Once you've created your project, it's time to start using some of the tools that SEMRush has.

Recommended article >>> SEO On-page vs SEO Off-page

Audit site

The site audit tool will carry out a series of checks on your site, to see where it can make possible changes to improve SEO usability.

Position tracking

El seguimiento de posición le permite ver dónde se ubica su sitio en los search engines para ciertas palabras clave. Aunque esto no será 100 exacto, es una excelente manera de realizar un seguimiento del progreso de sus sitios en línea.

Arriba está el comienzo de la configuración del seguimiento de posición. Lo primero que debe hacer es establecer la ubicación de donde provienen los resultados. Puede hacer esto tan amplio o tan estrecho como desee con la región y la ciudad como opcionales. A continuación, puede elegir desde qué dispositivo desea extraer la búsqueda. Los resultados pueden diferir en una computadora portátil de alguien que realiza una búsqueda en su iPhone por varias razones. Todavía hay bastantes sitios que no son compatibles con dispositivos móviles, lo que ahora Google castiga y dificulta la posibilidad de que el sitio se clasifique en un dispositivo móvil.

The next area is where you can add competitors to your list. This is completely optional, but I would suggest adding some competitors for comparison. This is a very good way of knowing how your site should work and what kind of results you can receive.

Finally, it is time to add keywords to the position tracking. There are a few different ways you can add them: Manualmente, SEMRush, Google analytics, Archivo 

SEO Ideas

This section offers you the option to examine each of the different elements that could improve the SEO of your site. What I suggest is that you first audit some of your pages, then head over to this section so that later you see which areas need improvement

Para comenzar esto, debe elegir las páginas de su sitio que desea optimize. Puede importar esta lista o ingresar cada una de las Url manualmente. Una vez que esté listo, comenzará a analizar las páginas que ha elegido. Después de esto, separará las ideas en categorías separadas, cada una con su propio color.

Ideas de strategy : se sugerirán si tiene varias páginas en su sitio orientadas a la misma palabra clave. Es una pérdida de tiempo intentar clasificar una página si ya tiene otra página en su sitio que ocupa un lugar más alto en el Search Engine.

Semantic ideas  : los motores de búsqueda también tienen en cuenta el contents relacionado al clasificar las palabras clave, esta sección semántica le dirá si el contenido de su página puede mejorarse para ayudar a orientar también los términos de búsqueda relacionados.

Content ideas : esta sección lo ayudará con cualquier idea relacionada con el contenido de la página. Sugerirá cosas como mejorar las etiquetas de encabezado (<h1> <h2>), agregar más contenido, etc.

Backlink Ideas - Backlinks are a very important part of SEO, this section will alert you to possible link building opportunities for your niche and help you improve the anchor text found in your links.

Technical ideas - This is where you will be alerted to any technical issues on the site, such as 404 errors, to see any on your site, you will need to set up a site audit.

Ideas for the user experience : hoy en día es cada vez más importante que la user interface de su sitio be fácil de usar y navegar. Esta sección le informa sobre cualquier cosa que pueda causar un poco de confusión y utiliza Google Analytics para obtener estos datos.

Click on one of the ideas on the page and it will expand on the changes you can make. In the example above, some changes are recommended for the page content. On the right, you will see a level of difficulty for each of the recommended changes. Some changes will be more difficult than others, and the difficulty feature is a good indicator of which changes are easiest.

Social media tool

This tool is what you can use to compare your social media accounts with your competitors. At this time of writing you can track:

• Facebook
• Twitter
• Instagram
• Youtube
• Google Plus
• Linkedin

There are a number of features that this tool has to offer, below are the key reasons why this can help improve your presence on social media.

• You can examine the social media activity of multiple competitors, for example. Facebook posts, tweets, etc.
• Puede rastrear el crecimiento y disminuir la cantidad de traffic que obtienen sus cuentas sociales.
• See the best trending hashtags that your competitors use.
• Compare your own social media habits, like how often you post to your competitors and how much interaction there is.
• You can export multiple types of data in pdf format.

Brand monitoring

El monitoreo de marca es una nueva característica para SEMRush, que le permite rastrear ciertas palabras clave para ver con qué frecuencia se mencionan y desde qué ubicación. La mayoría de las personas pegarán su marca aquí, por ejemplo, que es una excelente manera de evaluar cómo las personas mencionan su marca. Luego puede usar esta información para mejorar su estrategia de marketing, por ejemplo, puede comunicarse con sitios que mencionan su marca que no contiene un link a la suya.

Una vez que haya completado la información, verá un tablero que se parece a la imagen de arriba. Desde aquí podrá ver las páginas web que mencionaron sus palabras clave, puede obtener más detalles con estos resultados expandiéndolos en una ventana de mini browser que le muestra exactamente dónde se mostró. Hay bastantes maneras de organizar sus resultados con SEMRush, que le ofrece un montón de opciones de filtro y etiquetas para separarlos.

PPC Keyword Tool

In this example, I am using Fasthosts as my test subject. They are a UK based hosting company that does not do much with their PPC

As you can see in the previous information. The Fasthosts were using fairly heavy PPC in 2010-11 and then stopped until mid-2016, where they started picking it up again.

Compared to this is "godaddy.com". They are one of Fasthosts biggest competitors, and their PPC budget tells a different story.

GoDaddy has had a strong PPC presence since compensation and the budget is many times greater than Fasthosts.

Again, one statistic we can see is the companies' ad history. Here you will see where your ad was for each keyword.

En primer lugar, tenemos Go Daddy. La mayoría de sus anuncios han estado en 1 o 2 en el último año. El volumen de búsqueda y el costo de cada uno de estos clics también se muestran aquí también.

Fasthosts pay per click, on the other hand, has not been as consistent. They haven't been doing much PPC until the end of 2016 and now they are starting to see some keywords hitting the top 3 positions.

Now if I was now tasked with taking on the Fasthosts pay-per-click campaign, of course they couldn't face companies like Go Daddy without a much bigger budget. However, there are better ways to maximize your budget using the SEMRush PPC Keyword Tool.

Esta herramienta le permite importar una lista de palabras clave desde su editor de AdWords directamente a SEMRush. Desde aquí, puede comenzar a construir su campaña de AdWords en SEMRush. Puede crear grupos de anuncios y filtrar palabras clave por volumen y CPC (costo por clic), agregar palabras clave negativas e incluso agregar palabras clave de la competencia a partir de sus resultados orgánicos y publicitarios.

Using SEMRush for your PPC research is an extremely useful way to get the most out of your advertising investment. The data that this tool can extract is an amazing amount that you should really take advantage of. Once you've finished planning your PPC strategy on SEMRush, you can export everything to your AdWords account with the click of a button.

A great feature of this tool is its ability to take keywords from its competitors. This means that you can see the affordable keywords that your competition is getting traffic from and start earning some business.

So I entered the Go Daddy domain name and took 1000 of its keywords. These keywords will now be saved in the next section, where we can start narrowing down exactly which keywords will benefit us.

So I have my keywords saved in a default group. At the top, you will see the option "Remove duplicates", which helps to remove any unnecessary words in your campaign.

Another feature is to remove group cross negatives. Now what this means is that you can remove words that are going to conflict with any of your other ad groups so that you don't have the problem of Google showing the wrong ad.

Supongamos, por ejemplo, que tiene un grupo de anuncios configurado para una venta con la palabra clave «Oferta de alojamiento en la nube» y otro grupo de anuncios configurado con solo «alojamiento en la nube». Los negativos entre grupos le permiten agregar la palabra «venta» como negativo para este grupo específico para que no tenga ningún conflicto.

You can also go to the 'negatives' tab and add any negative words at campaign level for which you don't want any of your ads to show. They can often be words like "free" and "cheap" if that doesn't want your offer.

Perspectivas de organic traffic

Para usar información de tráfico orgánica, debe tener una cuenta de Google Analytics existente vinculada a su sitio web. Una vez que tenga esto, es hora de conectarle SEMRush. Con google analytics, puede tener varias cuentas vinculadas a una dirección de correo electrónico, SEMRush le permitirá elegir cuál desea usar y puede comenzar a obtener resultados de forma instantánea. Además de esto, también puede sincronizar SEM con la consola de búsqueda de Google para obtener más información sobre el rendimiento de su sitio web.

Domain analytics

This area is where you can analyze everything there is to know about domain names. There are a number of tools here that will help you gather a wealth of information about your competitors and your own domain. Let go more in depth with the following aspects:

Domain Summary

To see an overview of any domain name, all you need to do is enter the URL in the search bar at the top. This will show all the data that SEM Rush has on that particular domain name. You can click on some of the data again to expand the information.

The "Overview" section shows 4 main data systems: Organic search, of paid search, vínculos de retroceso and Display Advertising each of which are color coordinated.

Organic search

This shows the monthly organic traffic your site receives.

You can see above that there are various charts showing statistics like brand and unbranded traffic, trends in organic and paid keywords, and more. With each of these results, you can click the "View Full Report" button to show you all the results, and the "Export" option allows you to take your own copy of the report.

Paid Search 

El área de búsqueda paga muestra cuánto tráfico se obtiene de la advertising de pago por clic.

Paid search statistics again are very similar to organic search statistics, except that these are the results of pay per click advertising. SEM Rush can show you how competitive certain keywords and phrases are, and what type of CPC you can expect to see.

Backlinks

This box shows the number of backlinks that SEM Rush has found. Expanding this will show you where the backlinks come from.

Aquí puede ver información más detallada sobre sus vínculos de retroceso, como los principales dominios de referencia, la relación seguimiento / nofollow y el texto de anclaje superior que se encuentra en los dominios.

Show ad

Aquí es donde puede ver la cantidad de anuncios que tiene en su sitio a través de Google Adsense. Al hacer clic en esto, se ampliará el comportamiento de sus anuncios.

One thing you should know about the displayed advertising is the difference between publishers and advertisers:

Editors These are the websites that offer space on your website through AdSense to allow other companies to advertise on the website. You can allow a large amount of ad space to be allocated for your web space.

Advertiser - These are the sites that will be advertised on the publisher's website.

The list of publishers or advertisers. This is determined by whether the domain has more than one or the other. If your site advertises on other sites more than it publishes, you will see the last list of publishers and vice versa. You can also see the main landing pages to which these ads are directed. SEM Rush also provides you with a preview of how some of your ads are displayed.

Video advertising

This feature is available if your site has a video that shows video ads on YouTube.

Este informe le dará la cantidad de espectadores que han visto su video y cuándo fue publicado. Al hacer clic en cualquiera de estos videos, se mostrarán las páginas de destino de los videos y en qué channel de YouTube está.

Traffic analytics

La página de análisis de tráfico funciona de manera muy similar a Google Analytics, mostrará su tráfico mensual con las distintas fuentes, cada una separada por color. Puede obtener una gran cantidad de información sobre el comportamiento del client a partir de estos datos con opciones como el país de donde provino la búsqueda y hacia dónde se dirigen los usuarios después de visitar el sitio web. Puede ampliar aún más cada uno de estos informes y ver los sitios de referencia exactos, qué motores de búsqueda se utilizaron y qué plataformas de redes sociales fueron las más populares.

Rank

Esta área es una lista de los principales 100,000 dominios en SEMRush. Para cualquier persona en digital marketing, esta es una información bastante interesante que lo ayudará a buscar el mejor sitio web posible. Puede evaluar desde aquí qué sitios debe buscar para obtener enlaces. También hay una sección de ganadores y perdedores:

This area shows you a list of websites similar to the top 100,000, but gives you details on how your marketing is going. The results shown in parentheses are the overall numbers for the month, while the results in green and red are increases and decreases in areas such as organic search engine traffic, ad traffic, keywords, and search costs. AdWords every month. The sites that are listed at the top of the search are those that are considered winners, with a regular increase in traffic, while the others near the bottom are ranked as losers with a decrease in their traffic. By clicking on any of these sites, you will access the overview page for your domain, which you can then further analyze.

Domain vs. Domain

With domain vs. domain, you can compare up to 5 websites (when using advanced mode), each of which shows you both a graph and a table. Above is an example of the simple mode that allows you to compare 3 domains. In this I have used amazon.com, ebay.com, netflix.com. The graph shows which site has a higher search volume is Amazon in blue. Netflix has considerably less traffic than the others depicted in the screenshot above.

If you choose to use advanced mode, you can add two other sites to compare the results. In the image above, you will see the 5 sites I have compared in a table format that shows you the most popular keywords compiled from all the sites. In advanced mode, you can also compare different types of keywords to each other. For example, you might want to see Facebook's organic search, while comparing it to Amazon's paid keywords. Again, this is effective in finding which type of marketing is most effective in certain industries.

Keyword analysis

The keyword analysis section is what will be displayed when you type a keyword in the search bar instead of a domain. The keywords are bread and butter from someone who searches the web. No matter what people are searching for, they will use keywords to carry out the search.

This is where keyword analysis comes in handy, with SEMRush you can get all the detailed information you need on any keyword you can think of.

Keyword Summary

The keyword overview is similar to domain search, you can see a graph showing the CPC (cost per click) for the keyword. Above is the list of data you will get with each search term.

Volume - This is the number of times the keywords were searched during a period of one month. This is a great way to determine how popular a particular keyword is. The "short tail" keywords are generally the ones that generate the most traffic due to the breadth of the term, while the "long tail" keywords are more likely to be niche specific. Depending on what type of services you are trying to target

Number of results  - You will see the number of results appearing on Google for that keyword, this is a good indication of how competitive the niche is.

Trend - You can see how popular the keyword has been in the last 12 months. It's good to keep an eye on the latest trends so you can really understand which areas of a market you can get the best results from.

CPC (costo por clic): podrá ver el precio de costo en dólares estadounidenses de cada una de las palabras clave en Google adwords. Si planea comenzar una campaña de PPC, definitivamente vale la pena usar esta herramienta para investigar qué palabras clave son las mejores para ofertar.

Competition - There is a metric that indicates how competitive a keyword is in Google Adwords.

Link volatility

Occasionally, a website can lose its ranking for a short period of time. This is solely due to changes that may occur within search engines and will affect rankings for a short period of time.

As you can see from the chart above, these are the last 30 days of site volatility. There is a score indicated at the top that ranges between 0.0 and 10, a medium of high volatility could lead to changes in the classification that do not really represent the position of the classification. This tool can show you the volatility of any type of industry, as well as the performance of your own website.

SEMRush also provides a widget that you can place on your website to easily access this statistic.

This is a very beneficial tool if you have a customer contacting you to get a rating note. These data may prove that a change in Google has caused the slide to take effect, hoping to save you headaches by trying to justify the ranking slip.

SEMrush sensor

The SEMRush sensor scans your website to see what type of content activity is taking place. In this example, we have scanned a site called "agriturismo.it". They are competitors with companies like Airbnb and Travel Direct, which can be quite a feasible option for those looking to travel outside the UK to more rural areas.

The above scan shows that most of the activities taking place on this particular website are "Reviews". This makes sense since properties and destinations are regularly reviewed.

Other industries may show different results, since Wikipedia has more activity in the knowledge panel and YouTube with videos.

conclusion

So overall, you can probably see by now that SEMRush does a wide range of different things, from keyword research to site auditing, gaining insight into its competitors, and more. It is a tool that is constantly improving and I am sure that in the coming years there will be many more improvements. If you have any SEO questions please don't hesitate get in touch with us.

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