Semrush's Complete Guide: Everything You Need To Know About The Tool

Semrush's Complete Guide: Everything You Need To Know About The Tool

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Semrush is one of the most important tools when it comes to working with and optimizing a company’s digital visibility, whether you are acting for your own organization or enhancing your customers’ digital presence.
But, after all, do you know what Semrush is? and what it does?

So, before we get into the platform’s features in more detail, let’s clarify what Semrush is, and what its solutions are all about.

What is Semrush?

Semrush is a software whose function is to manage the digital presence and content marketing of companies.

The tool works by optimizing the visibility of organizations in different online channels and helping them create content for their audiences.
With the data offered by the platform, customers can find possibilities for growth, and tracking solutions allow users to constantly test and measure results accurately.
More than 7 million users have already tried Semrush in several countries, helping them to act more effectively and generate more expressive results for their companies and their customers.
For such a large number of users, the volume of data could not be left behind.

As a result, the company manages more than 20 billion keywords, 142 geographic databases and 808 million domains (as of March 2021).

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All this data is managed through different work possibilities, such as:

1. Keyword Magic Tool: the world’s largest keyword database;
2. Traffic analysis: tool to discover various website data, such as audience, traffic sources, geographic information and visitor behavior;
3. Domain analysis: functionality that generates complete data and various reports to help the user generate competitive intelligence and finalize SEO (Search Engine Optimization) and PPC (pay-per-click) activities;
4. Backlinks: allows you to create a detailed overview of the state of your website’s backlinks;
5. Display Media: Resources to help users find advertisers and publishers and discover how other companies use display media ads.
6. Market analysis: tools to make decisions based on competition data and strategies (organic search, SEO, content, social media, among others).

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Plans offered by Semrush

Semrush solutions are offered to the public through different plans: Pro, Guru, and Business.

1. The Pro plan

The Pro plan is ideal for self-employed professionals, startups, and in-house marketing analysts in a company on a tighter budget.

The plan offers SEO, PPC, and SMM (Social Media Marketing) features with more than 40 tools, which allow you to know your traffic sources, classify and obtain results from social media campaigns and analyze the competition, among other possibilities.

2. The Guru plan

The Guru plan is suitable for small and medium-sized businesses, as well as growing marketing agencies.

In addition to offering the functions already mentioned in the Pro plan, it also gives access to a Content Marketing platform (the tools are really interesting), historical data, extended limits, and integration with Google Data Studio.

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3. The Business plan

The business plan is aimed at agencies, e-commerce projects, and companies that already have a greater web presence.

In addition to all the features offered in the Guru plan, Business also provides API (application programming interface) access, extended sharing limits and options, share of voice metrics, and custom reports.
If the user does not feel contemplated by what is offered in the standard ones, there is also the possibility to create a flexible and personalized plan by contacting Semrush.
Finally, it is important to point out that the software is organized by groups of tools: SEO, Local SEO, Advertising, Social Networks, Content Marketing, and Competitive Research, which we will see later.

These groups help to manage the digital marketing strategy in a more logical and organized way.
Now that we’ve introduced Semrush, let’s dive into its features and how it can help improve your entire digital marketing strategy.

Is it worth using Semrush?

With so many features, the advantages of using Semrush within Digital Marketing strategies may seem obvious.

The truth is that the fact that the platform is so complete helps you to concentrate all your marketing actions in one place.

Except, of course, for your email actions, automation, building landing pages and lead management, which you can count on with RD Station Marketing.

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Semrush will also be able to collaborate directly with you to win new customers by differentiating the quality of service that you or your agency can deliver.

When presenting growth opportunities for a prospective client, for example, you can easily include specific data about their competitors and present a complete digital marketing strategy.

This helps to generate impact and value for your work.
In addition, the tool will collaborate to monitor results and make your strategies already in action more efficient.

Through the project management functionality, you can gather valuable information for your main customers and report it directly to them, supporting your strategic argument.

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The free version of Semrush

Are you still wondering whether or not Semrush’s benefits are worth it for your company and for working with your customers?

Semrush surely brings a lot of benefits and the company has a solution designed to help you making that decision: it lets you test some of the functions offered in paid plans as a limited free version.

That’s right: at Semrush, you have the possibility of creating a free account.

Although your ability to extract data and use the functionality is limited, you can still get many benefits from this version – and you can continue using the free account indefinitely.

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One of the benefits of this version is related to domain and keyword analysis: you can do 10 searches a day in the databases.

This limit also applies to other analytics reports, such as backlinks, advertising research, and keyword reports.

You can also use the Keyword Magic tool, although it cannot save your searches.

Another important point is that it is also possible to create and manage a project, with a control panel that shows the most important metrics for each tool.

Each project has 11 individual tools.

Among these tools in projects, the site audit is perhaps one of the most outstanding.

It provides a ranking of your site’s overall health, along with a list of detected issues.

Those who use the free account have access to an audit of 100 pages, including tracking of a certain domain, subdomain, or subdirectory.

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What else is in the free version of Semrush?

Tracking keywords is also possible in the free version, although only 10 tracking can be done per day.

Just enter a domain, list of competitors, put in the list of keywords to be monitored, add a location and a device type.

The tool will show the daily changes in domain and competitor positions.
In the free account, you can use SEO ideas units, which are functions that give suggestions on how to “assemble” content based on a keyword.

There are 3 tools that form these units of ideas:

1. SEO Content Template;
2. SEO Writing Assistant and;
3. On Page SEO Checker

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One more point accessible by the free version: the topic research queries.

With this feature, you can create a list of possible subtopics based on your research.

Free users are limited to two queries per day.
Finally, free users can generate PDF reports that help to clearly communicate the results of website audits, competitive analysis, or indicate the progress made by marketing campaigns.

Free accounts are allowed to generate a PDF report in the ‘My Reports’ section.
Although the free version offers some basic features to get you started with your marketing strategies and campaigns, it is undeniable that its use is limited and that there are many more features from the more complete plans to make the strategies more comprehensive and efficient.
Therefore, below we will analyze what the most complete versions offer and what benefits they can bring to companies.

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Semrush Toolkit

One of Semrush’s great strengths as a marketing platform is the large number of tools it offers – there are more than 40 features for SEO, content, advertising, competitive research, reporting, and social media management.
Thus, the user can manage all aspects of the visibility of their website and other digital channels through Semrush.

This includes gathering SEO insights, researching competitors, using content tools to create new pages, creating and managing link building, advertising and promoting new content on social media. all this using Semrush resources.
Some reports can be generated directly with the Semrush toolbar, while others require the creation of projects.

Later, we will see more of each of them.

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How Semrush can improve your website's and customers' SEO

In terms of SEO, Semrush’s platform offers in-depth and versatile software, you can use to conduct market research and competitive analysis of your competitors’ sites on SERPs (Search Engine Results Pages).

Semrush's SEO toolset is divided into 5 functionalities:

1. Competitive Research;
2. Keyword Research;
3. Link Building;
4. Rank Monitoring and;
5. On Page & Tech SEO.

Following the flow indicated by the tool panel helps the user to cover all aspects of their website’s SEO.

Next, we’ll review some of the most important tools in Semrush’s SEO kit.

Semrush Seo Tools Panel

1. Organic Research

Organic Search reports help the user to analyze their website’s top competitors in organic searches, which keywords drive traffic to them, and many other details. You can search any domain (or any page) in your database, so it’s easy to analyze your competitors’ SEO.

Among some possibilities for this functionality are:

1. Analyze a complete ranking list of your competitor’s keywords and pages;
2. SERP resource analysis to see the keywords related to your website that have results in Google;
3. Flexible filters to enhance specific searches;
4. Identify competitors’ domains in relation to organic traffic;
5. Watch your competitor’s rises and falls in search rankings.

2. Keyword Magic Tool

The Keyword Magic Tool is one of Semrush’s most impressive features.

It offers access to a huge database of more than 20 billion words, from 190 different geographic databases, and has a simple interface to organize searches.

Simply put a word or term in the search bar to receive a responsive table with related search terms broken down into subgroups.

Among the benefits of using this feature are:

1. Automatic grouping of keywords into subgroups by topics;
2. Extensive database with several keyword search possibilities;
3. Creation of filters to facilitate the complete keyword research process;
4. Exclusive filter for questions;
5. Organization of lists for different projects/sites;
6. Total volume and average competition are automatically calculated across your keyword table.

In short, you can check the volume of searches for any term and get tons of questions, suggestions, long-tail keywords, and related terms and still understand how difficult it is to rank for that term, all on the same screen.

3. Keyword gap analysis

This is perhaps one of Semrush’s most fantastic tools for anyone working with SEO and content marketing.

Keyword Gap Analysis allows you to perform a keyword comparison from the profile of up to 5 competitors.
You just need to put their domains and choose the keyword ranking types (organic, paid, and product listing ads – Google Shopping) to be analyzed, and the report will show which are the main opportunities for each site.
This type of information is especially beneficial for planning an SEO campaign, as you can assess exactly where the best opportunities are in your niche.

Semrush keyword comparison tools include:

1. SEO analysis of your main competitors;
2. Organic, paid, and product listing ads analysis;
3. Keyword overlay graphics between sites;
4. Possibility to compare keywords on different devices;
5. Possibility to compare subdomains and URLs (not available for pro plans);
6. See the unique keywords your competitors are ranking for and which you are not;
7. Applying filters for specific terms or placements.

4. Backlinks analysis

We know how important managing and building backlinks to your website is for SEO strategies.

Backlink analysis on Semrush allows you to study your backlinks and those of your competitors and make comparisons.

This way, you can monitor new and old links from your competitors, even those that have already been removed.
Semrush’s link building features will ensure that you can create quality backlinks and also prevent harmful backlinks from harming your site’s performance. avoiding, for example, penalties or traffic drop.

The benefits of this functionality are:

1. Analysis of referring domains, IPs, and anchor texts;
2. Ease of seeing the best performing competitor in terms of backlinks;
3. Advanced backlink filters;
4. Possibility to create reports on competitors to discover domains that share similar backlinks to yours;
5. Optimization of advertising and paid media campaigns.

Semrush’s advertising toolkit helps you plan and execute your Google Ads campaigns.

These features allow you to research information about your niche, analyze your competitors’ campaigns, and set up your own advertising strategies based on keywords and ad lists.


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Semrush SEO tools Kits helps in the following processes:

1. Competitor analysis

One of the first steps to a successful campaign is to analyze the competition.

For this, Semrush’s tools help you understand your competitors’ campaigns, from the keywords they are using to the content of the ads they serve. You can see the exact text used for the ads, for example.

2. Search by keywords

Once your competitors’ strategies have been identified, it is necessary to analyze your own keywords and identify the terms that bring the best return, whether to create new ads or optimize campaigns that are already running.

3. Ad creation and research

The last step is the creation of the ads themselves.

The tools in this kit allow you to visualize the main points of your competitors’ strategies.

If you’ve already created campaigns in Google Ads, you can import them and restructure your keyword list within the Semrush platform.
Ads that can engage the audience are the perfect bait for your main objective: conversion during a campaign can be a daunting task. These tools will help you overcome these challenges and reap the rewards of an optimized strategy.
Paid ads are one of the main digital marketing strategies for a company, making it possible to identify the keywords with the highest ROI and, in this way, increase your company’s competitiveness in the market.

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On Semrush’s content marketing platform, you can manage tasks and create content aimed at your audience.

This toolkit helps you improve your content planning by researching, creating, and selecting it.

1. Topic Research

The right content can be the missing piece for you to stand out from the competition and gain visibility.

Within the Content Marketing platform is Topic Research.
This tool assists in the process of brainstorming new content.

From searches for terms, cards are generated with related topics and ideas for their next content.

With these features, you gain insights into new texts, including what topics they cover.

Topic research allows you to identify:

1. Gaps in your content planning;
2. Relevant topics with good SEO potential;
3. Hundreds of content ideas;
4. Frequently asked questions for your content.

2. SEO Content Template

This tool is aimed at content producers looking for SEO-optimized texts, also functioning as an ideal content briefing for agencies that want to scale production.

To do this, it offers a template with recommendations based on the keywords you want to rank for, including:

1. SEO tips according to the content of the first 10 competitors for the same keyword on Google;
2. Where and how your competitors have used this keyword on their website;
3. Related keywords to be added to the text;
4. Recommended size for text;
5. List of sites to work with backlinks;
6. Integration with Google Docs for real-time SEO assessment.

The purpose of the SEO Content Template is to allow your content to rank better than your competitors’ texts for a given keyword. That is, the tool helps you produce content optimized for search engines

3. SEO Writing Assistant

This tool allows you to check the SEO potential and originality of the content in real time, in addition to determining the readability of the text.

SEO Writing Assistant benefits are:

1. Ensure that the text is optimized;
2. Improve the content before publishing it;
3. Make the text easier to read;
4. Check the quality of content optimization.

By connecting the SEO Content Template to Google Docs or WordPress, the SEO Writing Assistant will analyze the SEO of your content based on the first 10 Google results for each keyword and location.

There is still the possibility of checking for possible plagiarism and verifying the originality of the text.

Social Media Management with Semrush

The Semrush platform has several social media tools to facilitate the day-to-day of professionals in the area and make analysis more practical.

These features make it possible to create posts and monitor different profiles, make comparisons with your competitors, and create your own ads.

1. Social Media Poster

Social media is an indispensable resource for businesses that want to grow and attract new customers.

However, it is normal that many companies are not sure what to do when planning their campaigns and posts.
In this sense, Social Media Poster provides users with the ability to create, schedule, and post content on Facebook, LinkedIn, Instagram, Pinterest, Google My Business and Twitter.

By integrating it with the Social Media Tracker tool, you will have access to a complete set of functionality to manage and analyze your posts and campaigns on social networks.

2. Social Media Tracker

Another common problem on social media is knowing how to engage the audience and increase the number of followers.

When you post content on your profiles, you should keep in mind that you are competing for the same space and basically the same audience as your competitors.

Now, if your posts aren’t getting the same engagement as your competition, that means something needs to change.
Figuring out the right type of content for your audience and how often posts should be posted is critical.

In this sense, Social Media Tracker makes it possible to follow the profiles of your competitors on social networks and compare them with your own accounts.
Through reports, you can identify the content that performs best, thus helping to recognize your audience’s preferences, whether in relation to the type of content, tone of voice, or the best days and times to post.
Integration with Social Media Poster is quite powerful. While Tracker lets you follow everything that happens on your competitors’ social networks, Poster makes it easy to manage and schedule posts.

Competitive and market analysis

As we could see, all Semrush tools help, in one way or another, to carry out an analysis of its competitors.

Even so, the platform has specific tools for market and competition analysis: Traffic Analysis and Market Explorer.

1. Traffic Analysis

Traffic Analysis is one of Semrush’s most powerful tools.

Through technologies such as Artificial Intelligence, Machine Learning, and Big Data, it generates data that helps in the analysis of the competition and the market as a whole.
This research tool provides information about the traffic of any website on the internet, whether on its desktop or mobile version.

It is possible to visualize the source of a website’s traffic, how visitors interact with the page, which devices are used to access it, and the landing pages, among other relevant information that may be relevant to your strategies.
With this, you can benchmark, evaluate new markets or niches, and develop paid media strategies.

Semrush competitive and market analysis main features are:

1. Traffic analysis by geolocation;
2. Data such as visits, unique visitors, average session time, and bounce rate;
3. Traffic estimation of any domain;
4. Landing pages visited from hyperlinks;
5. Audience overlay;
6. Traffic from the desktop and mobile versions of the site;
7. Comparison between up to five domains.

2. Market Explorer

With this tool, it is possible to compare your customers’ websites with those of your competitors, which allows you to better understand the market in which the company operates, the audience it should focus on, as well as the trends in the sector.
In addition, Market Explorer allows you to see which pages on a site are attracting the most traffic, information that can be used to re-evaluate your strategies and restructure areas of the site that are not performing well.

We highlight the following features:

1. Analyze audience demographics and psychographics, such as age, gender, and interests;
2. Apply filters by region and history;
3. Assess the size of the market and make comparisons with the competition;
4. Check the channels that drive the most traffic to your competitors’ websites.

With this information in hand, it is possible to explore new market niches, close strategic partnerships and analyze the market more assertively and accurately.
Another advantage of Market Explorer is the possibility of using it to create more qualified personas, since the tool helps in exploring the public in the sector in which the company operates and in identifying the interests of consumers in the market.
Both Market Explorer and Traffic Analysis are part of the Competitive Intelligence (CI) Add-on suite, available on all paid plans on the Semrush platform. With this feature, you have access to the general report, with up to 10 requests per day.

Project management and technical details

The Semrush platform also has a series of tools for project management.

The goal is to provide suggestions on how you can improve a website’s visibility and track the progress of your strategies over time.

1. Site Audit

Site Audit is a website scanning tool that allows you to analyze the health of a website, especially when it comes to SEO.

It has a checklist with more than 120 possible problems (duplicate pages, broken links, use of HTTPS, among others), pointing out exactly which ones are harming the site’s performance and must be corrected to improve the page ranking.
The tool can analyze both desktop and mobile versions of websites and has the ability to browse up to 20,000 pages in each audit in just a few minutes. In addition, it is possible to schedule new automatic scans to be performed daily or weekly.
Site Audit also has thematic reports, which provide more detailed data according to different factors that impact the performance and ranking of the site, such as the implementation of the HTTPS protocol, SEO performance, internal links, among others.

2. Position Tracking

Regardless of the amount of SEO work that is done on the site, it is essential to measure the results of these efforts and track the ranking of pages in the main internet search engines.
As its name suggests, Position Tracking allows you to track the daily ranking of the website according to a group of predefined keywords, specific geographic locations, and device type.
The tool has a series of features that facilitate the analysis of the site’s SEO and PPC performance.

This way, you can identify, for example, which pages attract the most traffic from your keywords, whether there has been an improvement or a worsening in the ranking in the SERPs, which areas of the site need to be optimized, and which snippet opportunities you can take advantage of.
With Position Tracking, it is also possible to monitor the performance of competitors, in addition to receiving daily and weekly reports in your email and exporting them to PDF.

All this with a focus on the terms you have organized and selected as the most important to you. In all, you can monitor up to 5000 keywords.

3. My Reports

My Reports is a tool aimed at creating PDF reports, whether they are about website auditing, competitor analysis, or marketing campaigns.

My report tool can be integrated with several Semrush tools, in addition to Google Analytics, Search Console, and Google Ads.

With this, it is possible to create highly accurate reports that have the most complete and relevant information for your strategies.

How does My Reports and Google integration work?

Integrations with Google tools work through widgets.

Just locate them in the platform’s left menu and drag them to your report.

Then you need to connect to your Google account and configure the widget.
Once the widgets are integrated, it is possible to import all the information that you consider relevant for the elaboration of your report.

My Reports can be integrated with Google Analytics, Google Search Console, Google My Business, and Google Ads.

Semrush extra tools

The Semrush platform also has a number of other tools to assist in your marketing strategies.

We will highlight two of them: the Content Marketplace and the Agency Growth Kit.

1. Content Marketplace

The production of content is one of the priorities of digital marketing and, therefore, Semrush has a tool aimed at creating high quality content, with a focus on audience engagement.
The Content Marketplace is a platform where you can outsource your text to be written by content producers with experience in the role.

The feature is available in both the free version and the Semrush subscription plans, and has both free and premium services.

Just login to the platform, add your content order details, and select the best offer.

2. Agency Growth Kit

It is a set of tailor-made tools for agencies, focused on increasing team productivity and helping the company to grow.

With the Agency Growth Kit, your agency becomes a Semrush partner and, as a result, receives a partnership seal on its website.

Some of the main advantages that the Agency Growth Kit offers are:

1. Create your own account on the Semrush partner platform;
2. Generate Leads;
3. Delegate projects;
4. Develop a sales pitch;
5. Strengthen the brand and highlight the agency’s expertise in the market;
6. Automate the generation of custom reports with your own brand;
7. Organize the profiles of your customers;
8. Optimize your customers’ workflow.

Semrush support and study resources

Having excellent tools and resources is not enough to become a reference in the market.

Therefore, Semrush also offers all the necessary support to its customers and partners through a complete service.
From specialized salespeople to the customer and his team, you can count on us, for all the assistance you need.

Service is offered during business hours by email or WhatsApp.

Whenever necessary, product demonstrations are also conducted with customers.
Whether on its blog or YouTube channel, Semrush also offers high quality content for anyone interested in digital marketing.

Those who have access to the tool can even put into practice the recommendations found in this article.
Finally, if you want to deepen your knowledge even more, Semrush Academy offers courses on the main features of the platform and also free and high-quality content on digital marketing, covering topics such as SEO, Content Marketing, Paid Media, and social networks, among others.
With this guide, you learned about Semrush’s main tools and discovered how they can help improve your end-to-end digital marketing strategy.

If you want to know more about Semrush, access the platform and start working with even more data in your digital marketing strategies.


Well, that’s it. We’ve got to the end of our article: Semrush’s Complete Guide: Everything You Need To Know About The Tool.

We hope that you enjoyed reading this article and got some helpful advice from it.

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