What is SEMRush?
To find a keyword that is relevant to your site and your business, you can use SEMRush. It is a keyword analysis tool. It allows you to track your keyword positions and do multilingual searches. With it, you can get ideas for keywords to position yourself on.
SEMrush also offers you the possibility to analyse your competitors' strategy. It gives you access to your competitors' rankings on specific keywords.
Keyword research
The first step towards relevant keyword research is to brainstorm your keywords. You need to identify all the key phrases associated with your brand and your sector of activity. Think about your target audience: who they are and what they might be looking for on search engines.
You also need to think about location. Depending on your sector of activity, some of your keywords will be linked to a geographical area (for example: "Hotel in Paris", "Restaurant in Montmartre"...). You can therefore have several types of keywords that you list in an Excel table.
Furthermore, by combining Google Search Console and SEMRush, you can select words with high added value for your business. When you go to the Google tool, you will see the key phrases that people enter the search engines and that allow you to be found. These are keywords on which you are already positioned, since they generate traffic. This will give you an additional list of keywords to work with.
Then you need to add all your keywords outside your brand name into SEMrush. The tool will give you similar key phrases to rank for.
Competitor analysis
SEMRush is a tool that gives you an overview of your competitors' SEO strategy. To do this, simply enter the URL of the competitor's site you wish to analyse. The tool gives a global view of its metrics. You can thus analyse :
Organic traffic
Paid search
The number of backlinks
The number of ads on display
In its report, SEMRush gives you access to the keywords that generate the most traffic to that site. The tool displays several data about the competitors' keywords:
the organic traffic generated by these keywords,
the positioning of the site on these keywords,
and the cost per click in case of an Adwords campaign.
You can export this data to Excel to analyze it in detail.
SEMrush allows you to find keywords for your business by taking inspiration from your competitors.
In addition, to select your keywords, you must analyze whether they are competitive. This will allow you to determine your chances of appearing in the top 10 of the SERPs. Indeed, the more you see authority sites positioned on this keyword, the more difficult it will be to beat them on the SERP. The use of long tail keywords can therefore be a profitable strategy for generating traffic.