The Marketing Digital It has been one of the most efficient sets of communication actions today. As the public of large companies and educational institutions has spent more and more time online, it makes sense to maintain a presence in this virtual environment.
One of the pillars of this company's communication strategy is SEO (Search Engine Optimization). Respect for good SEO practices is a big differentiator and can put your Educational institution highlighted in search engines (such as Google and Bing) or leave it unknown.
What you will see in the post:
What is the purpose of carrying out an SEO analysis?
Shall we talk about this subject?
What is SEO?
In free translation, SEO means search engine optimization. It is a set of strategies that must be used to improve the positioning of your pages on Google, Bing and any other search engine currently used. In fact, some companies, such as 4RevOps, offer a specialized service focused on this optimization.
In general, the good SEO practices involve a group of rules that must be followed to leave content relevant to search engines. It is in this optimization that we have to pay attention to the factors that help your website gain organic positions.
In short, we can say that SEO is a way of organizing the best marketing strategies User Experience (UX), to make your website relevant to people and, consequently, improve positioning in search engines.
It is important to pay attention to this: UX is always the main factor in SEO, as the behavior of users within your pages is what defines their relevance.
So, optimizing your website for search engines also means optimizing your website for those who are accessing it.
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What is the purpose of carrying out an SEO analysis?
One of the best SEO practices is constantly monitoring how your strategy is being used. Search engines always update their criteria and the content of your search.Educational institution, as well as institutional pages, need to keep up with the changes.
By carrying out a complete analysis it is possible to identify points for improvement and observe opportunities.
To do this, you need to have Marketing technology that makes such an assessment. That's where SEMrush comes in.
How can SEMrush help with this analysis?
A SEMrush is one of the best tools of Marketing analysis currently available on the market. It has several functions that are essential for understanding the SEO strategy and evaluating its efficiency.
See how SEMrush can help analyze your website’s SEO!
Traffic analysis
With SEMrush you can identify several important issues about your website traffic, such as:
- traffic volume;
- traffic sources;
- mobile traffic and mobile traffic (cellular);
- main pages of the website;
- geographic distribution of accesses.
This data not only shows the performance of the site, but also draws attention to issues of lead segmentation (interested people).
It is possible to understand where the main users come from (social networks, ads, organic searches on Google), for example.
This way, your team can direct efforts to focus on the points where capture is most efficient.
The same goes for the geographic distribution of accesses: when identifying that a region has more accesses than others, you can think about creating a specific strategy for that location — for example: if the accesses come from the city of São Paulo, what content does this population prefer to consume?
Another important point is understanding whether access is made via computers or cell phones. If it is the second option (which is very likely) it is important that your team's efforts are focused on optimizing the website's mobile navigation.
Organic search performance
SEMrush has a tool for analyzing research and organic keywords, which identifies the best KW of the competition, points out new organic competitors and analyzes the change in domain positions.
By carrying out this analysis, your team can identify the value of each keyword, in addition to showing the landing pages that the competition has for those KW. This generates ideas for new content.
Your team might, for example, see an increase in organic hits of a given page and observe what it has done. So just create a strategy using similar principles.
Problem identification
The SEMrush tool is also equipped with a complete diagnostics that helps you track your main domain and subdomains.
Thanks to this, your team can monitor the main problems and errors that occur, such as:
- non-indexed pages (registered by search engines);
- broken backlinks (hyperlinks that lead to pages that no longer exist or that have changed URLs);
- amount of content;
- use of related main and semantic keywords;
- between others.
It is still possible to compare your domain with the top 10 in Google rankings to understand the main differences, points for improvement and strengths of your website and blog.
Complete benchmark and observation of new niches
Because SEMrush allows multiple analyzes of other domains and competition to be carried out in ads and organic searches, it is possible to generate enough data for your team to understand:
- main positive points of the competition;
- best strategies being employed;
- ad styles that generate higher conversion;
- types of content that have received the most clicks;
- pages with longer retention time;
- pages with the greatest growth in Google rankings;
- source and geographic relationship of competitors' accesses.
This data not only serves to understand what the competition has done positively or negatively, but also helps to identify new niches and opportunities for your business Educational institution based on the SEO work done.
SEMrush is an excellent quality tool that is constantly updated and always generates great insights for Marketing professionals.
Considering the current importance of SEO, we can say that your team needs to have this resource to do truly efficient work.
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