Have you heard about SEMRush Organic Research Tool?
SEMRush is one of the best SEO tools that you can find online and no doubt about it. I know, there are so many free and premium SEO tools online. But, many bloggers prefer to go with SEMRush. The main reason is that SEMRush keeps adding more features that you find its value for the money spent. And, that’s why many bloggers and SEO experts purchase SEMRush memberships. And, one of their recent updates is their Organic Research Tool.
In order to use the SEMRush Organic Research Tool, you need to have an account at SEMRush. If you don’t have a SEMRush account, no worries, we will create a new one.
Update: This Guide on using SEMRush Organic Research Tool was originally published on 29 July 2018 and was last updated on 15 November 2020 with the latest updates.
Table of Contents
- How to create an account at SEMRush?
- How to use SEMRush Organic Research Tool?
- Overview Section:
- Positions Section:
- Position Changes section:
- Competitors section:
- Pages section:
- Subdomains section:
- Clear Strategy to use SEMRush Organic Research Tool
- Wrapping Up:
How to create an account at SEMRush?
SEMRush is a paid SEO tool. However, you can get a 7-day SEMRush trial before you decide if you want to purchase SEMRush or not.
- First, go to SEMRush
- Enter your Email address and password.
- Click “Get Free 7-day Trial”
- Now, you will have to enter your credit card details and your billing details.
- And then, click Place the order to get your trial.
Note: In order to verify your credit card, SEMRush will charge a very small amount and in no time it will be credited back to your account.
Once, you get your SEMRush account, log in to the dashboard.
How to use SEMRush Organic Research Tool?
I do understand, there are so many features available at SEMRush, and you will be easily confused on what to use and how to use each.
In this tutorial, we will be covering up only with SEMRush Organic Research Tool. We will cover up other tools later.
You can visit the SEMRush Organic Research Tool here.
So, this is how the SEMRush Organic Research Tool will look like. It looks so simple and professional with a single search bar.
At the right side of the search bar, you can notice the drop-down with US option being selected. It indicates that the data we are going to use with this tool is for the United States.
If your targeted audience is from a different demographic, say India, then change it to India for more accurate results.
Here are the simple steps to search for your competitor in Organic Research Tool.
- Enter the domain address of your competitor at the Search Bar. For eg. Neilpatel.com
- Choose the demographic location. In this tutorial, I am choosing the US.
- And then click Search
You can refer to my gif to see how I used this tool
Once, you hit the search button, you will see the search results for that domain. In this tutorial, we have used neilpatel.com And hence, all data related to neilpatel.com can be accessed here.
At the top, you can notice that there will be 6 tabs namely,
- Position Changes
Let’s see what data does each section provides.
The first one is the overview section. The purpose of this section is to give an outlook on all the data available about the domain you are analyzing in the subsequent sections. Let me explain in detail, each and every type of data available here.
Estimated Traffic Graph:
The Estimated Traffic graph will show you how the website’s traffic has grown over a period of time. In this example, traffic has grown steadily.
But, if the graph has sudden spikes and an abnormal rise in traffic, then you can clearly identify that the website has unsteady search engine traffic.
The keywords graph plots the time frame vs the number of organic keywords for which the website has been ranked for. If you place your mouse cursor over any of the bars, then it will show you the number of organic keywords at the top 3, 4-10, 11-20, 21-50, and 51-100 positions in the search results.
You can even alter the graph by checking and unchecking the keyword positions.
For example, if you have checked only the top 3 and left the remaining unchecked, then you can identify the growth/drop pattern of keywords ranked in the top 3 positions.
By this way, you can also keep track of the website is losing its top positions or not.
Top Organic Keywords List:
Top Organic Keywords list provides you the top organic keywords for which the website is getting more and more traffic. It also indicates the position changes for these top keywords.
Top Position Changes List:
The top position changes list gives you the volume of the keyword, its change in position and the traffic change due to the position change of the keyword.
There are four tabs to switch namely new, lost, improved, declined.
Under the new tab, you can find out which new keywords are bringing in more and more traffic.
By keeping track of the keywords at the lost tab, you can see the effect of traffic loss due to lost keywords.
The inclined and declined tab shows the performance of keywords for which the website is already ranking for.
SERP Features summary:
This is a pretty cool feature. This SERP features summary will list down the number of keywords for which the website has got featured snippets, site links, featured video etc.
Similarly, you can find, which organic keywords of the website are getting placed in images, knowledge graph, carousel, local pack, news and instant answer?
How can you benefit out of this?
By making use of this, you can find the keyword for which your competitor has got a featured snippet. So, now you have got two things,
- One is the focus Keyword
- And the next is your competitor’s content.
Now, if you write an excellent article on your website for that focus keyword, far better than your competitors, then you have a great chance of listing your website in feature snippets.
Top Pages List:
The top pages list will let you know the top pages which are getting maximum traffic every month from the search engine. Look at the above screenshot. You can notice that a single page has been ranked for 858 keywords and it gets 19,013 traffic from search engine every month. It indicates that the article satisfies the readers and search engine.
So, by analyzing the On-page SEO of that particular link, you can more get SEO ideas to implement on your website.
Top Subdomains list:
Top subdomains list will list down all the subdomains of this particular domain with their traffic and keywords. If a website has multiple subdomains, then you can get to know which subdomain is driving more traffic.
Main Organic Competitors List:
Main organic competitors list will show the organic competitors for the domain you are analyzing. The common keywords indicate the number of common keywords, for which both the analyzed domain and their competitor are ranking within the top 20 organic search results.
And the SE keywords indicate the number of keywords for which the competitor website is ranking within the top 100 search results.
And, there is one more metric called competition level. SEMRush calculates this metric based on the number of keywords of each competitor and the number of common keywords. So, if two websites have a higher number of common keywords, then the competition level will be higher.
Competitive Positioning Map:
The competitive positioning map plots the organic search traffic and number of keywords. So, this is basically an indication of which competitor of yours is receiving the highest traffic from the search engine.
Next, we will move on to the Positions section.
This section will contain all data related to search engine positions. So, if you are looking for the search engine position of each page manually, it is a complicated task. It is a time-consuming task. I will suggest you to use the data available in this section.
Let see that when I come to the Organic Search Positions table a little later.
Traffic & Keywords Trend:
We did already discuss in detail using traffic and keywords trend in the overview section itself. So, I am not repeating it again.
Organic Search Positions Table:
The Organic search Positions table is like a master database. It will provide you all search engine related data of the domain you analyzed. This table has got so many columns. I will explain to you what each column indicates.
- Keyword: It is the organic keyword for which the website has been ranked.
- Position: The position in the search engine result page, at which the website has been ranked at.
- Volume: The total volume of searches, this particular keyword is getting into the search engine.
- KD%: The Keyword Difficulty percentage is a metric that shows how difficult it is to rank high for a particular keyword. The higher the percentage, the more difficult it is to rank high.
- CPC (USD): This indicates the average Cost Per Click for the given keyword. This is taken from Google Adwords.
- URL: The page in the analyzed website, that is ranking for this keyword.
- Traffic: The traffic that the analyzed website receives for this particular keyword. (Note: This is estimated traffic. It differs from the actual.)
- Costs (USD): The total cost of traffic driven to the website due to this particular keyword for a specific period of time.
- Competitive density: It is a metric that indicates how many competitors are competing for this particular keyword in the paid search. Basically, 1 means the highest competition.
- Results: This shows the total number of results displayed in the search engine for this particular keyword.
- Trend: This trend shows you a small bar graph showing interest in searches for this particular keyword in the past 12 months.
- SERP: When you click this SERP, you will be taken to the snapshot of the search engine result for this particular keyword.
- Last Update: It indicates the time when the last keyword was updated.
Since the Organic Search Positions table contains a lot of data, it is difficult to find the data that you are looking for. To simplify this, you are provided with a filters option.
If you know the keyword, then you can directly type it in the search bar. Else you can click the advanced filters option. Here can you include keywords with a particular term or exclude them.
Instead of the condition containing, you can also choose Word Matching, Exactly matching begins with, ends with.
As I already mentioned, the data provided here is huge. So, if you want to do more analysis on them, you need to export it to Excel or CSV.
To do this simply click the Export option available at the top of the table.
Here you can choose, whether you want to export the entire data or only the 100 first results.
Next, we will proceed with the position changes section.
Position Changes section:
To keep it simple, I would say this section is an extension of the previous section. It deals with the changes in the position of the keywords.
At the top of this page, you will see four tabs namely, New, Lost, Improved, and Declined Keywords.
New and Lost Keywords Graph:
New & Lost Keywords graph will be shown if you choose the either the new or lost tab.
This graph indicates how many new keywords the website has been ranked for and how many keywords the website has lost its rankings.
It can be noted that however big the website is, it will lose its search engine rankings for a keyword over the period of time.
Improved & Declined Keywords:
Improved and Declined Keywords graph will be shown if you choose either Improved or Declined tab.
This graph is similar to the new & lost keywords graph that we saw earlier except that improved and declined keywords will be shown instead of new and lost keywords.
Organic Search Positions Table:
Just like in the previous section, we can see a data table here too. Depending upon the tab you selected, this table will sort the data for (new, lost, improved, and declined)
The above screenshot is taken in the lost tab. It shows the keywords for which the website has lost its rankings and the traffic loss that has occurred due to it.
Even this table has got a filter and export options.
Next is the Competitors section.
This section contains the data related to competitors of the domain you are analyzing. If you are analyzing your own domain, then this section is about your own competitors.
Competitive Positioning Map:
This competitive Positioning map is just a wider view of the competitive positioning map that we saw in the overview section. So, I will quickly skip this.
Organic Competitors Table:
This Organic Competitors table is a brief view of the main organic competitor’s list that we saw in the overview section. This table has the following columns.
- Domain: It is the domain address of your competitor.
- Com. Level: As I mentioned earlier, Competition Level is a metric that is calculated by SEMRush depending upon the number of keywords your analyzed domain has and the number of common keywords, its competitor has.
- Common Keywords: The common keywords for which the domain you analyzed and its competitors are ranking for.
- SE Keywords: The total number of keywords the competitor domain is ranking within the top 100 search results.
- Traffic: The total traffic the competitor domain is receiving from the search engine.
- Costs (USD): The total cost of traffic, the competitor domain is receiving from the search engine.
- Paid Keywords: The number of keywords, the competitor domain is buying in Google Adwords.
To perform more analysis on this data, you can export it into CSV or Excel format.
Let’s move on to the Pages section.
Unlike the other sections, where keywords were the first priority, in this section, the pages of the analyzed domain are the first priority.
Organic Pages Table:
The Organic Traffic table list down the pages that get the highest traffic in the analyzed domain from the search engine. This is again an extension of the Top Pages list that we saw in the Overview section.
This table has got the following columns:
- URL: The URL in the analyzed domain that is receiving search engine traffic.
- Traffic: It shows the estimated amount of organic traffic that the page receives for the specified period of time
- Traffic,%: It is traffic share which indicates the amount of organic traffic that a particular page is receiving in search engines.
- Keywords: The number of keywords, the given page has been ranked within the top 100 search results
- Ads Keywords: The number of keywords for which the page has been listed using ads.
- Info: When you click the info button, you can see the number of backlinks this page has got.
Filters and export options are also available for this table.
And the last one is the Subdomains section
Websites can have more than one subdomain, with each subdomain serving a different purpose.
Organic Subdomains table:
This Organic subdomains table is exactly the same as we saw in the Top subdomains list in the Overview section. Since the screenshot I shared with you in the overview section has got only 1 subdomain, I thought of showing you one more example.
The above screenshot is for the OnlineRockersHub domain. It shows the four subdomains that we got with the traffic share and keywords the subdomain has ranked for.
Clear Strategy to use SEMRush Organic Research Tool
Now, we have seen what data available in the SEMRush Organic Research Tool. Now, the next thing is how can you get benefit from this SEMRush Organic Research Tool?
I will share one simple case.
Assume you have a website ranking for a keyword. But, you are ranking only at the 8th position for this keyword. But, your competitor is ranking at one. And, it is not a brand-related keyword. So, you have a chance for ranking in the first position, but how can you?
Try these steps:
- Analyze your competitor domain in the Organic Research Tool
- Check their traffic and Keywords Trend
- If the graph is declining, then it means that they are not taking the necessary steps to maintain their backlinks. It means that you have a chance to outrank them
- Next, go to the Pages section, and filter the URL for which the competitor domain is ranking for the keyword.
- Click the info to see the number of backlinks it has got. If it is low, then it is good for you. Now, you need to find out the source of the backlinks and try to get backlinks from the same source.
- Next, In the same Page section click on the keywords, for this URL
- Now, you have got the huge list of long-tail keywords for which the page is ranking for.
- Then compare these keywords with your content. Just check if your page answers all these queries. If not, they update your page for these queries too.
Try this technique of updating content to answer more keywords and getting more backlinks than your competitor. I guess, this technique will definitely help you outrank your competitor for the particular keyword.
The above case that I mentioned was just one use of this SEMRush Organic Research Tool. I do know there are many situations, where this tool could be used. It is up to you to use this tool correctly for your website.
To summarize in short,
SEMRush Organic Research Tool will give you complete organic data about the domain you analyzed.
This tool is not an automatic tool to boost the traffic of your website.
Because the Organic Research Tool can only provide you organic data. It’s up to you to research this Organic data to outrank your competitors.
Related SEMRush resources you might like:
- SEMRush Free Trial 2020: Free Access to Pro Plan for 7 Days
- 101 Best SEMRush Features that Competitor SEO Tools cannot offer
- 9 SEMRush Courses to help you learn and Master SEO
- 7 Amazing SEMRush Tools you can use for earning Passive Income
- Why is SEMRush so effective?