There are hundreds of different SEO analysis tools available on the market with a range of price tags suitable for all budgets. When it comes to the best SEO analysis tools, price is not always indicative of how useful the tool is. For example, at Toast Inbound we’re huge fans of LSIgraph, a free tool to help find keyword variations. Finding keyword variations, however, is just one small segment of SEO as a topic in general. Wouldn’t it be great to find a tool that helps you monitor your whole SEO campaign? Enter SEMrush.
Although SEMrush does offer a “freemium” version, the business upgrade allows users even more control to really harness information on how well their SEO campaigns are performing. Is it worth it? That depends on what you want. There are features of the base version that are useful to just about anyone, such as the domain and keyword analytics tools.
SEMrush is far from the only tool to offer position tracking. It’s important to use alongside other position trackers (such as Moz), to ensure accuracy and a completely holistic view. Where SEMrush does offer unique value is in giving you a full scope of the landscape by comparing your rankings to competing web pages. Not only is it a more detailed look, but also it gives a nice, goal-driven approach – always showing you who you have to beat next.
If increasing rankings and improving traffic is important to you, the detailed visibility trends and estimated traffic features on the detail graphs are great, especially thanks to the ability to add customised notes to said graphs. This is particularly helpful for noting when you made specific changes, for instance changing metadata, and measuring the results as a result of that change. For those who are all about testing, configuring and optimising; it’s a superb feature. We find it exciting to watch those rankings go up and up!
Anyone delving into digital marketing should know the hugely negative effect that errors can have on your search engine optimisation rankings. A tool that searches through the website, highlighting and categorising errors based on priority is most welcome and SEMrush has one of the intuitive approaches to performing a website SEO audit.
Instead of having to set up a weighty error log every time you want to optimise the site, SEMrush does it for you, detailing errors by page for maximum efficiency. A lot of time is saved, thanks to the prioritisation feature already built into the tool. It’s up to you to still decide which to fix first, whether it’s errors that are lowering organic marketing results, such as duplicate content or missing metadata, or issues that impact visitor interaction, like broken links, images and pages.
Backlinks are validation in the eyes of search engine and they reflect that in just how much they can increase your rankings.
SEMRush recognises that backlinks are big in SEO-land and has dedicated a whole tool to managing them. SEMRush’s backlink audit is still in development, but it’s becoming as valuable as the audit tool that finds broken assets. Just as the site audit searches for broken internal features on the site, the backlink audit finds all of the sites backlinking to your website. Now that Google is taking a hard stance against spammy backlinks from low-authority sites, finding those backlinks and eliminating them could have a very positive impact on your SEO. That’s precisely what the backlink audit does.
There are different approaches to SEO using different skills. The analytical sort of person will love the site audit and position tracking features, but they might need assistance in conjuring up SEO ideas. Keyword position, backlinks, the effects of technical issues – it all matters, and the SEO template for new content lets you look at it all at once. What’s more, it can even sync up with Google Analytics and collect a much wider spectrum of input.
All this data is used to help find backlinks and create and improve existing content, as well as giving you a healthy basis for SEO success on new pages. You will get new keyword suggestions, prompts to link to existing pages that are relevant and much more. Again, if you want to use this feature, make sure you sync up with Google Analytics. It will give you a much more comprehensive picture.
Though not quite as detailed as Google Analytics, SEMrush does have a tool that allows you to get a closer look at organic traffic to your website. It’s enough to give you a quick overview, which could stop you from having to ctrl+tab between Google Analytics and SEMrush quite as often as you do. You’re still going to need the data that Google Analytics provides, just not quite as often.
Where SEMrush excels, however, is in its ability to merge organic traffic metrics with the SEO content analysis tool it already provides. This allows you to directly compare and measure the effects of keyword performance and traffic. If you see a site that has a poor organic traffic performance, then you can look at the keyword metrics and see that it’s explained by a low ranking power. Then, after you make your changes, you can see how a change in ranking impacts a change in traffic. It might not provide all the insights you need to stop using Google Analytics completely, but it does offer more on one dashboard than any other tool on the market.
If you’re a novice just taking a brief look in to your analytics and digital marketing to work out whether you need some professional help, then the free version of SEMrush might be enough for you. However, if you’re looking for search engine optimisation tools to fully optimise your site and if you run an on-going campaign, (tweaking as necessary), then some of the features above might help you do that all the better.
At Toast Inbound, we’re big fans of SEMrush and use it on a daily basis. If you’re not prepared to purchase the SEMrush Business package but like the sound of what SEMrush can help you achieve – please feel free to contact us! We can use these features to analyse your website’s SEO as well help you to translate these findings into actionable tasks to get you found in Google.
Author – Lizzie Griffiths
Lizzie is a digital marketing executive at Toast Inbound. She works with clients to help them achieve their SEO goals and improve their presence in Google’s search results.
Get in touch with Lizzie