How to Conduct Organic Research | Lesson 1/14 | SEMrush Academy

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You will learn how to do initial research for your SEO campaign with the help of SEMrush.
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0:29 Organic Research section
1:41 Top organic keywords and Top position changes
2:01 Organic search position
2:59 All changes of organic positions
3:16 Improved organic positions
3:25 Competitive positioning map and Organic competitors
4:49 Summary

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SEMrush Organic Research: Overview
Hi there! Welcome to the first lesson of the SEMrush course for SEO specialists! This is the beginning of the ‘LEARN’ module, in which we will learn how to conduct organic research, do keyword, backlink and traffic analysis and much more.

We’ll start our journey from learning how to use the Organic Research section. It will help you to perform competitive research and to find the gaps in your competitors’ strategies. This knowledge you can use to create a better campaign and outperform your competition.

There are lots of benefits to using these reports – analyzing your competitors’ keywords helps you get higher rankings, or you can see where your competitors lose positions that you can aim at. Of course, there are many other functions that you may want to explore on your own.

SEMrush Organic Research Functionality
Now, let’s take a look at how it works. All webmasters use Google Search Console and Google Analytics to see their own top performing pages. But when it comes to analyzing your competitors, our Domain Analytics is definitely a good choice. Click the Domain Analytics dropdown arrow on the very top of the left-side menu and then click Overview. Enter your competitor’s domain and click the Search button. Then choose your target country.

Overview Report: Your Competitors’ SEO Performance
First of all, you’ll see the estimated traffic and the keywords trends. The month-to-month dynamics of the traffic volume and the number of keywords over the last 12 months are shown by default. Google updates take place almost every month, and all of them are logged in notes below the trend graphs.

Then, there are the following lists:

Top organic keywords
Top position changes
SERP features
Top pages
Top subdomains
Main organic competitors
All these lists lead to specific reports.

Positions Report: A List of Your Competitors’ Keywords
We’ll start with the Positions report. Scroll down until you see the Top Organic Keywords list and click View full report.

Now let’s analyze the Organic Search Positions table. These are the keywords your competitor is ranking for, sorted by traffic share by default.

You can sort and filter keywords by any parameter you want. Pay attention to such metrics as Volume and Keyword difficulty.

Volume is the monthly average number of searches for a given term.

Keyword difficulty is an estimation of how hard it is to outrank your competitors when targeting for a certain organic keyword.

You can apply more than one filter at once.

For your convenience, we’ve made the list customizable: you can change the order of the columns and remove them, so that you can focus on the data important to you. This way, you will find the most realistic keywords to rank for, with the highest traffic they could possibly bring.

Position Changes Report: Recent Changes in Your Competitors’ Keyword Profiles
If you’d like to dive deeper into your competitor’s strategy, take a look at our Position Changes report. It shows your competitor’s new keywords as well as those they have lost over time.

You will also be able to see their keyword dynamics, meaning the keywords that they have improved their positions for as well as those keywords that weren’t doing a good job.

NB: by sorting the improved or declined keywords list by the ‘diff.’ metric, you’ll be able to see keywords that improved or decreased their rankings within a given month, accordingly.

Competitors Report: Determining a Domain’s Competitors
Let’s take a look at the report called Competitors.

There’s a list of competitors of the analyzed website based on their common keywords and their overall number of keywords.

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