Semrush: Fix Your Content Structure & Win Marketing

Effective content structure is the backbone of any successful marketing strategy. It’s not just about writing great copy; it’s about organizing that copy in a way that resonates with both your audience and search engines. Are you ready to build content that converts?

Step 1: Initial Site Audit with Semrush

Before you even think about creating new content, you need to understand the existing structure of your website. A tool like Semrush can be invaluable here. I’ve seen many clients neglect this step, and it always leads to wasted effort down the line. We’re going to use the Site Audit tool to find any existing issues.

Setting Up Your Project

1. Create a Project: If you don’t already have one, create a new project in Semrush. Enter your website URL when prompted.
2. Access Site Audit: In your project dashboard, navigate to the “On-Page & Tech SEO” section and click on “Site Audit.”
3. Configure Audit Settings: Here’s where you fine-tune the audit. For a general overview, the default settings are fine. However, if you’re focusing on a specific section of your site, you can limit the audit to those URLs. You can also adjust the crawl source to desktop or mobile.

Pro Tip: Schedule regular site audits (weekly or monthly) to catch issues as they arise. This proactive approach saves time and resources in the long run.

Analyzing the Results

1. Review the Overview: Once the audit is complete, start with the “Overview” tab. Pay close attention to the “Site Health” score, “Errors,” “Warnings,” and “Notices.” These give you a quick snapshot of your site’s overall health.
2. Identify Crawlability Issues: Click on the “Crawlability” tab. Look for errors like broken links (404 errors), blocked pages (robots.txt), and crawl depth issues. A high crawl depth (more than 3 clicks from the homepage) can indicate a poor site structure.
3. Examine Internal Linking: The “Internal Linking” tab is crucial for content structure. Are your pages properly linked to each other? Are there any orphaned pages (pages with no internal links)? Are internal links using appropriate anchor text?

Expected Outcome: You should have a clear understanding of your website’s existing structure, identifying any areas that need improvement. For example, you might find that several blog posts are buried deep within your site, making them difficult for both users and search engines to find. I once had a client whose most valuable content was five clicks from the homepage. Fixing that alone boosted their organic traffic by 20%.

Step 2: Keyword Research and User Intent Analysis

Now that you have a baseline understanding of your site’s structure, it’s time to dive into keyword research. Keyword research isn’t just about finding popular terms; it’s about understanding the user intent behind those terms. What are people really looking for when they search for a particular keyword?

Using Semrush for Keyword Research

1. Keyword Overview: In Semrush, use the “Keyword Overview” tool to analyze your target keywords. Enter your keyword and select your target region (e.g., United States).
2. Analyze SERP Features: Pay close attention to the SERP features (search engine results page features) that appear for your target keyword. Are there featured snippets, “People Also Ask” boxes, or image packs? This can give you clues about the type of content that Google prefers for that keyword.
3. Identify Related Keywords: Use the “Keyword Magic Tool” to find related keywords and long-tail variations. These can help you create a more comprehensive and user-friendly content structure.

Common Mistake: Targeting keywords with high search volume but low relevance to your business. Focus on keywords that align with your products or services and have a clear user intent.

Defining User Intent

Based on your keyword research, define the user intent for each keyword. Is the user looking for information (informational intent), trying to buy something (transactional intent), or trying to find a specific website (navigational intent)? This will dictate the type of content you create and how you structure it.

Example: If your target keyword is “best CRM software for small business,” the user intent is likely transactional. They’re looking to compare different CRM options and potentially make a purchase. Therefore, your content should focus on providing a detailed comparison of different CRM solutions, including pricing, features, and user reviews.

Step 3: Creating an SEO Content Template

Semrush offers a fantastic tool called the “SEO Content Template” that can help you create content that is optimized for both search engines and users. This tool analyzes the top-ranking content for your target keywords and provides recommendations for readability, keyword usage, and text length.

Setting Up the Template

1. Access SEO Content Template: In Semrush, navigate to the “SEO” section and click on “SEO Content Template.”
2. Enter Target Keywords: Enter your target keywords and select your target location.
3. Generate Template: Click “Get Recommendations.” Semrush will analyze the top-ranking content and generate a template with recommendations.

Editorial Aside: The “SEO Content Template” is a great starting point, but don’t treat it as gospel. Use your own judgment and creativity to create content that is truly unique and valuable.

Analyzing the Recommendations

1. Key Recommendations: The template will provide recommendations for:
   • Readability: Target readability score (e.g., Flesch Reading Ease).
   • Text Length: Recommended word count.
   • Keywords: Semantically related keywords to include in your content.
   • Backlinks: Potential websites to target for backlinks.
2. Top 10 Content Insights: This section shows you the top-ranking content for your target keywords and highlights their strengths and weaknesses.

Expected Outcome: You should have a clear understanding of the type of content that Google prefers for your target keywords, as well as specific recommendations for optimizing your own content. For instance, the template might suggest using more short paragraphs and bullet points to improve readability, or including specific keywords in your headings and subheadings.

Step 4: Structuring Your Content with Headings and Subheadings

Now it’s time to build the actual content. The proper use of headings (H2, H3, H4, etc.) is critical for content structure. Headings not only improve readability for users but also help search engines understand the topic of your content. Think of it like an outline for your article.

Creating a Clear Hierarchy

1. Use H2 Headings for Main Topics: Each H2 heading should represent a major section of your content. Make sure each H2 directly addresses a specific user intent related to your target keyword.
2. Use H3 Headings for Subtopics: H3 headings should be used to break down each H2 section into smaller, more manageable chunks.
3. Use H4 Headings (and Lower) Sparingly: H4 headings (and lower) can be useful for very detailed content, but overuse can make your content feel cluttered.

Pro Tip: Use keywords in your headings, but don’t stuff them. Focus on creating natural-sounding headings that accurately reflect the content of each section.

Example Structure

Here’s an example of how you might structure a blog post about “best CRM software for small business”:

<h2>What is CRM Software and Why Do Small Businesses Need It?</h2>
<p>[Content explaining the benefits of CRM software for small businesses]</p>

<h2>Top 5 CRM Software Options for Small Businesses in 2026</h2>

<h3>1. SalesForce Essentials</h3>
<p>[Content describing Salesforce Essentials, including pricing, features, and user reviews]</p>

<h3>2. HubSpot CRM</h3>
<p>[Content describing HubSpot CRM, including pricing, features, and user reviews]</p>

<h3>3. Zoho CRM</h3>
<p>[Content describing Zoho CRM, including pricing, features, and user reviews]</p>

<h3>4. Pipedrive</h3>
<p>[Content describing Pipedrive, including pricing, features, and user reviews]</p>

<h3>5. Freshsales</h3>
<p>[Content describing Freshsales, including pricing, features, and user reviews]</p>

<h2>How to Choose the Right CRM Software for Your Small Business</h2>
<p>[Content providing guidance on how to choose the right CRM software, including factors to consider such as budget, features, and integrations]</p>

<h2>Conclusion</h2>
<p>[Concluding remarks summarizing the key takeaways]</p>

Common Mistake: Neglecting to use headings altogether, or using them inconsistently. Make sure every section of your content has a clear heading that accurately reflects its content. I had a client last year who had a beautiful, well-written blog, but the entire thing was just walls of text, no headings in sight. It was a nightmare to read, and unsurprisingly, it wasn’t ranking well.

Step 5: Internal Linking Strategy

Internal linking is the practice of linking from one page on your website to another. It’s a powerful way to improve your website’s content structure, distribute link juice, and guide users through your site. A [Nielsen Norman Group](https://www.nngroup.com/articles/internal-link-strategy/) article found that well-executed internal linking improves user experience and search engine rankings.

Remember that semantic SEO is key to ranking in 2026.

Implementing Internal Links

1. Link to Relevant Content: Only link to pages that are relevant to the current content. Don’t force links just for the sake of it.
2. Use Descriptive Anchor Text: Use anchor text (the clickable text of the link) that accurately describes the destination page. Avoid generic anchor text like “click here.”
3. Link Deeply: Don’t just link to your homepage. Link to internal pages that provide additional information or context.

Example: In the “best CRM software for small business” blog post, you might link to a case study about how a specific small business used CRM software to improve its sales process. Or, you might link to a page that provides a more detailed explanation of a particular CRM feature.

To further improve your site’s visibility, consider FAQ optimization to capture more answer-based search traffic.

Monitoring Internal Links

Use Semrush’s Site Audit tool to monitor your internal links and identify any broken links or orphaned pages. Regularly review your internal linking strategy to ensure that it is still effective.

Case Study: We recently worked with a local Marietta-based e-commerce company selling custom-printed t-shirts. Their website had hundreds of product pages, but very little internal linking. Using Semrush, we identified several orphaned product pages and implemented a comprehensive internal linking strategy, linking related products to each other. Within three months, their organic traffic increased by 35%, and their conversion rate improved by 15%. The key was linking from popular product pages to less popular ones, giving them a much-needed boost. We focused on internal links with keyword-rich anchor text, using terms like “custom Atlanta Braves t-shirt” when linking to relevant product pages.

By following these steps and consistently monitoring your website’s structure, you can create content that is both user-friendly and search engine-friendly. You’ll not only attract more organic traffic but also improve your website’s overall user experience and conversion rate.

Effective content structure is an ongoing process, not a one-time fix. Regularly review your website’s structure, update your content, and adapt to changes in search engine algorithms. The reward is a website that consistently delivers value to your audience and achieves your marketing goals.

And in 2026, that might mean focusing on search visibility more than ever.

Don’t overthink it. Start with a solid keyword strategy, map out your content with clear headings, and focus on providing real value to your audience. Implement these steps today, and watch your search rankings climb.