Semrush：市场上最大的关键字数据库，但这也同样准确吗？

当涉及关键字研究时，我个人喜欢Google搜索控制台（GSC）。但是，作为SEO专家，您可能知道您不能完全依靠Google工具的统计数据。为什么？

Because Google Search Console comes with a lot of limitations.

首先，它仅具有印象 - 就像看到链接的频率一样。这意味着当您的页面已经在前10个Google搜索结果中排名时，您可以依靠GSC Intel。如果没有，您必须转向搜索量的概念。

Secondly, GSC shows keywords you are already ranking for—which means that it can be perfect for analyzing your own site’s stance in terms of keywords. But if you want to expand your keyword portfolio and reveal any keyword gaps between you and your competition, it’s third-party tools that come to save the day.

有鉴于此,我决定给你一个ttention my absolute favorite external tool for keyword research—Semrush。

在过去的几年中，他们一直在扩展关键字数据库，现在被考虑the largest on the market。

但是，尽管在这种情况下，数据库大小很重要，但我们都知道，关键字统计信息超出了纯度规模，因为关键字研究确实归结为您手头上的数据质量。

现在，让我们看看Semrush是否设法将数量转化为质量以及对此的研究。

为什么不使用Google关键字计划器？

Before I move on to discussing the ins and outs of Semrush’s keyword database, I can anticipate one question — why not take keyword search volume data from another Google-native tool, Keyword Planner (GKP)?

Well, first and foremost, it’s a tool for managing your paid campaigns, so it’s not always best for SEO purposes. For instance, as it has to follow certain Google advertorial policies, medicine-related keyword data is just missing.

Plus, GKP can be simply confusing as it doesn’t always offer the cleanest data. For instance, its search volume stats combine numbers for search queries that have a similar meaning or plurals, so you can’t always check specific stats for specific queries.

为什么选择第三方工具？

这一切都使我们解决了为什么我会谈论Semrush的原因，因为它并不是唯一在关键字上提供英特尔的平台。

The thing is, third-party tools all take their insights from clickstream data topped with proprietary AI algos. This means that the more data suppliers they have and the smarter machine learning algos, the more accurate insights you receive.

That’s why analyzing and benchmarking each tool individually is the only way to actually assess the data accuracy and quality of all the estimations.

Why Semrush?

正如我提到的，Semrush有the largest keyword databasecompared to all the other solutions. But while numbers don’t lie, quality assessment is a different story.

Semrush recentlyannouncedthat they made enormous improvements to their algo for search volume predictions. How so?

• They grew the number of data sources by 5X (and if you know how machine learning works, you’ll know that the more data you have, the smarter your algo).
• They added a few more algo types to their overall AI ecosystem, enriching it with Natural Language Processing (NLP)—it’s what Google itself uses within itssearch algo— and Anomaly Detection algo that helps to exclude all the exceptional data to avoid inaccurate assessments.

另外，我根据自己的经验知道这一点，Semrush在摆脱其关键字数据库中的过时数据方面做得很好。

许多其他解决方案并没有从数据库中删除旧的和不必要的数据（想想FIFA 2016相关的关键字），只是为了展示规模，但实际上并没有加起来质量。

Third-Party Tool Comparison for Keyword Data Quality

Well, now that you have all the background, let’s get to hard numbers. While Semrush may be claiming a lot of cool features about its database, we can’t just rely on their word.

That’s why I’d like to show you the results of onestudythat stacked Semrush’s keyword data stats up against that of other solutions—Google Keyword Planner, Moz, Mangools, Ahrefs, Serpstat, and Sistrix.

The key benchmark was impressions data from Google Search Console as in some cases—and this is what the study took as a reference—impressions can depict the real search volume data. You can read up on the fullmethodologyhere.

搜索量质量比较

Initially, we see a more simple pure number comparison when all the keyword search volume data from various solutions was stacked up against that of GKP.

How to read the graph below: The higher the percentage, the more match between Google Search Console’s impressions and the tool.

Semrush在这里显然赢得了巨大的“竞争者”是Google关键字计划者，但是您可以忽略它，如所述，它仅具有价值范围，这就是为什么它的数字看起来不准确的原因。

Now sinceSemrushcame out as a clear winner, we also see a tool-by-tool comparison with Semrush—just to see the extent of the accuracy difference.

Almost in all cases,Semrushreturned at least 30% more accurate search volume data, which in terms of building an SEO strategy can be that fine line between success and failure.

Apparently, the biggest cause of this data difference has to do with the way solutions reflect search volume data for the so-called trendy keywords‚ or search queries that are just gaining their momentum across search and we don’t yet have years-long data to analyze them.

因此，如果您从事可能必须使用的业务，最重要的是，出现了最新的时尚搜索，则无法依靠不准确的关键字数据。

Keyword Data Coverage Compared

Another aspect of keyword volumes that point to data quality is coverage. While a tool can report that it has a billion-, or even trillion-keyword large database, you need to know how many keywords it actually does not cover.

That’s where you analyze the number of keywords for which there’s no data (typically keywords that come with a “not found” label).

The study analyzed this, too.

How to read the graph below: The smaller the number, the fewer “not found” keywords you see.

看来，当涉及关键字数据覆盖范围时，Semrush再次获胜。

And in this case, the margins are even larger. The second-closest competitor in this regard (if we exclude Google Keyword Planner’s free version) was missing data for twice as many keywords as Semrush.

Why Keyword Search Volume Is the Most Important Metric For Your Keyword Research

Now that you have a good understanding of the keyword tool landscape and know how each tool compares to another, you might be wondering why focus on search volumes?

Every post I have onkeyword researchoutlines the general logic of the process:

1.创建您要排名的相关主题列表并确定种子关键字

I always suggest narrowing things down to 5-10 generic topics. The pages that cover these topics are the ones that you set up for specific keywords.

At this stage—very early on—search volumes already come in.

Every topic you’ve picked implies a list of seed keywords.

Say, you’ve pinpointed that you want to rank for “cleaning services”, well, your seed keywords would often repeat these words. Your seed keyword list could look like this: “cleaning services”, “home cleaning”, “pool cleaning”, and so on.

但是捕获的是，您不能只选择任何关键字，因为您不能一次创建数百页。您必须对关键字选择进行聪明，因此您必须通过几个指标过滤列表，而搜索量是关键因素。

在搜索量之上，您还需要查看：

• Keyword difficulty- 一个指标，反映出如果您想排名给定关键字，您可能会与之竞争的竞争对手，
• 竞争密度(shows the level of paid search competition), and
• Keyword intent那非覆盖搜索您正在处理阶段: informational keywords are perfect for targeting users at the awareness stage, and transactional keywords tackle users who want to complete a target action (purchase your product, order your services, etc).

所有这些指标不仅可以帮助您专注于可能引入流量的关键字，还可以使您可以使用可以实际排名的关键字。因为如果您尝试针对竞争激烈的术语，那么您可能会发现几乎没有结果。至少最初。

2. Explore related keywords for additional value

Once you have your list of seed keywords, you can start expanding it with similar target terms you better also use across your content.

Because keywords are what you’d call an ecosystem—if your page is targeting “pool services”, you can’t simply place that keyword across the entire page and expect high rankings.

Google knows that a high-quality page that talks about pool cleaning services, should also include words like “swimming,” “acid-wash,” “pebblecrete pool,” etc.

And once again, you cannot squeeze in all possible related keywords into one page. Search volume will often define your choice because you should try to target keywords that have the widest reach in terms of monthly searches.

3. Go long-tail

With that expanded keyword list, you should try to turn some of the generic keywords you have picked into long-tails as they typically imply a more commercial nature.

If someone looking for “pool cleaning services” might simply want to find out how to start a pool cleaning company, a person searching for “pool cleaning company in San Jose” is more likely to want to hire a company for cleaning their pool.

另外，长尾通常不如较短的搜索查询竞争力，因此您可能会看到结果更快。

If you manage to come up with a large list of long-tails, you can once again turn to search volumes to pick the most impactful search terms. But at this stage, you might not have a wide range of keywords so don’t completely disregard terms that imply lower user interest.

4. Finesse your final keyword list

在这一点上，您应该在网站上集成的关键字列表相当大且令人印象深刻的列表。

But I always suggest taking another look at your entire list—if you have more than 500 search terms in there, save your time and effort by prioritizing your keyword implementation. How? Search volumes will help you once again.

Simply sort your fina master list by search volume and take the first 50 keywords with higher counts for this particular metric. Because at the end of the day, your pages should generate traffic.

What’s next? You create or rewrite your existing content with these keywords in mind.

I have an entire指南揭示了如何编写内容的人会喜欢和分享的内容。因为虽然智能关键字研究是您内容策略的基础，但您仍然应该专注于读者并投资创建引起观众共鸣的引人入胜的内容。

Is Semrush Right for You?

As you know, I don’t like to take anyone’s word for granted. That’s why we’ve gone through all the ins and outs of keyword data quality and reviewed search volume stats of the most major solutions on the market.

As you can see, Semrush had an uncontested win in each category, making it themost reliable solution for keyword research。

And you know what makes me vouch for Semrush on top of quality data? They are actually constantly working on improving it despite moving further and further from the competition each year.

只是娱乐ently, they announced that their keyword coverage for the US grew by 19%, which brings it up to 98% coverage of actively searched queries in the US.

That’s almost complete coverage we’re talking about!