Key to a successful search engine marketing strategy is understanding the keywords that search engine visitors are utilizing to find your company. You would be surprised at how many companies I speak to that have not done any keyword research.
The result of not doing research in an online marketing strategy is that your company winds up being identified for irrelevant terms – attracting the wrong visitors to your website or blog. Google has a simple search-based keyword tool that analyzes your site and provides you with feedback on the keywords and phrases found… a good start to see if you’re on the right path.
As you continue to monitor your keywords and your site, Google Search Console provides a history of the terms you’ve been found in search engines for, as well as the terms that searchers are clicking through to your website with.
Surprisingly, though, none of Google’s tools put the entire strategy all together in a comprehensive toolset for companies to analyze keywords, compare them to the competition, and track weekly rankings. That’s where Semrush comes into the picture.
Semrush is an incredibly robust toolset for Keyword and Search analysis. Here’s a short list of the features:
- Discover competitors’ sites with common Google keywords
- Get list of Google keywords for any site
- Get list of AdWords keywords for any site
- Check your competitors landing-pages for SE and AdWords traffic
- Investigate long-tail keywords for any domain
- Get estimated SE and AdWords traffic for any domain
- See sites’ spending for AdWords
- Get hidden related (and low-cost) keywords to optimize your AdWords campaign
- Find potential advertisers for any site
- Find potential traffic sellers for your site
And now with the launch of Google’s algorithm changes to ensure mobile search results only have mobile optimized sites, Semrush has launched mobile search monitoring as well!
- To check a website’s mobile friendliness, go to Semrush Overview, and enter the website’s name. At the top of the report, you will notice a selector that allows you to switch from desktop data to mobile data. Click the appropriate icon to view mobile analytics data and display a website’s visibility on mobile devices.
- The Mobile Performance widget shows the ratio of your website’s URLs that appeared in SERPs with the label “mobile-friendly,” to those without it.
- The Search Performance graph shows the number of keywords a website is ranking for in Google’s top 20 mobile organic and paid search results.
- The Position Distribution chart shows the distribution of keywords that a website is ranking for in Google’s top 20 mobile search results.
- The results are grouped by mobile-friendly and mobile-unfriendly criteria. You can see your top keywords.
- You can also view your top competitors in mobile search.
- You can see similar data for paid search results.
- To see how a website is ranking in mobile organic search results, go to Semrush → Organic Research → Positions. This report lists keywords for which a website is ranking in Google’s top 20 mobile search results, and the domain’s position for each of them.
- URLs that are labeled mobile-friendly in search results will be marked with the mobile phone icon
The high number of webpages without this icon should be considered as a warning, because your website can be penalized. To avoid penalization from Google’s and improve users’ mobile search experience on your website, you should optimize your webpages according to mobile-friendly practices. We recommend responsive web design.
Recognizing the keywords your prospects and clients are utilizing to find you through search engines is imperative to your success. Developing a beautiful, informative, world-class web site is useless if it can’t be found with a relevant search! My blog is actually a great example… I grew the site organically and just continued to add content as I found it interesting. Now I monitor keyword rank on an ongoing basis!
The result is that much of my relevant traffic has been acquired through organic search engine rankings. Had I executed a comprehensive keyword analysis 1,600 blog posts ago and ensured that I utilized those keywords effectively, I have no doubt that I’d be leading the pack on most marketing technology topics.