Semrush: Better Content Structure, Better Marketing ROI

Effective content structure is the backbone of any successful marketing strategy. Without a clear, logical framework, even the most compelling content can get lost in the noise. Can you afford to let your brilliant ideas vanish into the digital void?

Step 1: Project Setup in Semrush

Creating a New Project

First, you need to create a project in Semrush. If you’re already a user, this will be familiar. Click on the “Projects” tab on the left-hand navigation. Then, in the top right corner, you’ll see a bright green button that says “+ Create project.” Click that. You’ll be prompted to enter your domain name and project name. I recommend using a name that clearly identifies the client or campaign. For example, “Acme Corp – Q3 Content Strategy.”

Adding the Content Structure Builder

Once your project is set up, you’ll see a dashboard with various tools available. Look for the “Content Marketing” section. If you don’t see “Content Structure Builder” immediately, click “Show more” to reveal all available tools. Click the “+ Add” button next to “Content Structure Builder.” This will add the tool to your project dashboard for easy access. A recent IAB report found that projects using structured content see a 23% higher engagement rate.

Pro Tip: Project Organization is Key

Keep your projects organized from the start. Use a consistent naming convention and add relevant tags to easily filter and find them later. This will save you time and frustration as you build more projects.

Step 2: Keyword Research and Topic Selection

Using Semrush’s Keyword Magic Tool

Before diving into the Content Structure Builder, it’s essential to identify relevant keywords. Navigate to the “SEO” section on the left sidebar and select “Keyword Magic Tool.” Enter your primary keyword. For this example, let’s use “marketing automation.” Semrush will generate a list of related keywords, questions, and variations. Pay attention to the “Volume” and “Keyword Difficulty” metrics. Aim for keywords with a decent search volume and manageable difficulty. A Semrush blog post recommends focusing on long-tail keywords to capture specific user intent.

Identifying Content Gaps

Analyze the top-ranking content for your target keywords. Semrush’s “SEO Content Template” tool (found within the “Content Marketing” section) can help with this. Enter your target keywords, and Semrush will analyze the top 10 results on Google, providing recommendations for keyword usage, readability, and content length. This tool highlights content gaps – areas where your competitors are lacking – allowing you to create more comprehensive and valuable content. We had a client last year who was struggling to rank for “email marketing tips.” By using the SEO Content Template, we identified a lack of in-depth guides on specific email automation platforms. We created a series of articles addressing this gap, and their organic traffic increased by 45% in three months.

Pro Tip: Focus on User Intent

Don’t just stuff your content with keywords. Focus on understanding the user’s intent behind each keyword. What are they hoping to learn or achieve? Create content that directly addresses their needs and provides valuable solutions.

Step 3: Building Your Content Structure in Semrush

Accessing the Content Structure Builder

Now, navigate back to your project dashboard and click on “Content Structure Builder.” You’ll see a clean interface with a “+” button to create a new content structure. Click that button and give your structure a descriptive name, such as “Marketing Automation – Ultimate Guide.”

Creating the Main Sections (H2 Tags)

Start by outlining the main sections of your content. These will become your H2 tags. Click the “Add Section” button. For our “Marketing Automation” guide, potential H2 tags could include: “What is Marketing Automation?”, “Benefits of Marketing Automation,” “Choosing the Right Marketing Automation Platform,” “Implementing Marketing Automation,” and “Measuring Marketing Automation Success.” Add each of these as separate sections. You can drag and drop the sections to rearrange them as needed.

Adding Subsections (H3 Tags)

Within each main section, add subsections using the “Add Subsection” button. These will become your H3 tags. For example, under “Benefits of Marketing Automation,” you might add subsections like: “Increased Efficiency,” “Improved Lead Generation,” “Enhanced Customer Engagement,” and “Better ROI.” Continue adding subsections to each main section, creating a detailed hierarchical structure. A Nielsen study shows that readers scan content, so clear headings are vital.

Adding Keywords to Sections and Subsections

Here’s where the keyword research comes into play. As you add sections and subsections, integrate your target keywords naturally. Semrush provides keyword suggestions within the Content Structure Builder based on your initial keyword research. Click on the “Keywords” tab within each section to see these suggestions. Don’t force keywords where they don’t fit. Prioritize readability and user experience. Nobody wants to read robotic, keyword-stuffed content. (Do you?) Instead, focus on providing valuable information while subtly incorporating your target keywords.

Pro Tip: Use Semrush’s AI-Powered Suggestions

Semrush’s AI-powered features analyze your content structure and provide suggestions for improving keyword usage, readability, and overall SEO performance. Pay attention to these suggestions and make adjustments as needed. However, don’t blindly follow the AI – always use your judgment and prioritize creating high-quality, engaging content.

Step 4: Refining and Optimizing Your Content Structure

Reviewing and Editing

Once you’ve created your initial content structure, take a step back and review it critically. Does the structure flow logically? Are all the main topics covered? Are the keywords integrated naturally? Use the drag-and-drop functionality to rearrange sections and subsections as needed. Click the “Edit” button on each section to modify the title or add more details.

Checking Readability

Semrush integrates with readability tools to assess the readability of your content structure. Look for the “Readability Score” within the Content Structure Builder. Aim for a score that’s appropriate for your target audience. Generally, a score of 60-70 is considered good. If your score is too low, simplify your language and sentence structure. If it’s too high, consider adding more technical details or jargon. I’ve found that aiming for a slightly higher readability score (closer to 70) tends to perform better in search results.

Exporting Your Content Structure

Once you’re satisfied with your content structure, you can export it in various formats. Click the “Export” button in the top right corner. You can export as a Word document, PDF, or even directly to Google Docs. This allows you to easily share your content structure with your team or use it as a starting point for writing your actual content. We ran into this exact issue at my previous firm where the content writer was just creating content without any direction, that is not the way to do things.

Pro Tip: Iterate and Improve

Your content structure isn’t set in stone. As you start writing your content, you may find that you need to make adjustments. Don’t be afraid to iterate and improve your structure as you go. The goal is to create a clear, logical, and engaging framework that supports your content and helps you achieve your marketing goals.

Step 5: Content Creation and Implementation

Writing Your Content

With your optimized content structure in hand, you can now start writing your actual content. Use your H2 and H3 tags as a guide, expanding on each section and subsection with relevant information, examples, and data. Remember to write for your audience, using clear and concise language. Don’t just regurgitate information; add your own unique perspective and insights.

Formatting and Styling

Proper formatting is essential for readability. Use bullet points, numbered lists, and images to break up large blocks of text. Use bold text to highlight important keywords and phrases. Choose a font that’s easy to read and a color scheme that’s visually appealing. Semrush’s “SEO Writing Assistant” (another tool within the “Content Marketing” section) can help you with formatting and styling recommendations.

Publishing and Promoting

Once your content is written and formatted, it’s time to publish it on your website or blog. Use a content management system (CMS) like WordPress to easily manage your content. Once published, promote your content on social media, email, and other marketing channels. A HubSpot report indicates that consistent content promotion can increase website traffic by up to 40%.

Pro Tip: Track Your Results

Monitor your content’s performance using Semrush’s “Position Tracking” tool. Track your keyword rankings, organic traffic, and engagement metrics. Use this data to identify what’s working and what’s not, and make adjustments to your content strategy accordingly. Topic authority is an ongoing process, so continuous monitoring and optimization are essential for long-term success.

By following these steps and leveraging the power of Semrush’s Content Structure Builder, you can create a content strategy that drives traffic, engages your audience, and achieves your marketing goals. Forget guessing; build with precision.

Mastering content structure with tools like Semrush isn’t just about SEO; it’s about creating a seamless, valuable experience for your audience. By focusing on clarity, organization, and user intent, you can transform your content from a mere collection of words into a powerful marketing asset that drives results.