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https://www.ylsseo.com/semrush-tutorial/
Updated 2026-05-30 03:00 HKT, compared with the previous snapshot from 2026-05-29 03:00 HKT.

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@seoyls → @https://x.com/seoyls

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Semrush是目前最主流的SEO综合工具之一，覆盖竞争对手分析、关键词研究、外链分析、网站技术审计、排名追踪和内容优化。本文按常用功能顺序讲解。如果你同时在用Ahrefs，两个工具功能有大量重叠。Semrush的优势在于竞品分析维度更丰富（含付费广告、流量渠道拆解），Ahrefs的优势在于外链数据更新更快、关键词难度评分更准。具体差异可以看《Ahrefs教程》。竞品分析域名概览（Domain Overview）在搜索框输入任意域名，选择目标国家，点击搜索。一屏内展示一个网站的整体SEO表现： - Authority Score（AS）： Semrush的域名权威评分，0-100。参考用，不等于Google的判断。 - 自然流量：基于关键词排名和搜索量的预估月流量。是估算值，和实际GA数据会有出入。 - 付费流量：通过Google Ads获取的预估流量。 - 外链数量：外部链接总数和引荐域名数。 - 出词量：在Google搜索结果前100名中有排名的关键词总数。 - 流量成本（Traffic Cost）：如果用Google Ads买同等流量需要花多少钱。流量成本高说明网站占据了高商业价值的关键词，这个指标比单纯看流量更有价值。怎么用：输入竞争对手域名，快速了解对方SEO整体水平。重点看出词量趋势（涨还是跌）和流量分布国家（对方主攻哪些市场）。自然排名（Organic Research）展示目标域名当前有排名的所有关键词，以及对应的排名位置、搜索量、流量占比、关键词难度、SERP特性。筛选竞品的高价值关键词：过滤器设置 Position ≤ 10（只看首页词），按Traffic%降序排列，找出给竞争对手带来最多流量的词。筛选你能抢的词： KD ≤ 40，Position 11-20，这些是竞品排在第二页、难度不高的词。排名变化追踪：切换到Position Changes tab，看哪些词排名上升了（竞品最近在优化什么）、哪些词排名下降了（可能是你的机会）。导出：右上角Export，选CSV或Excel。主要页面（Pages）按页面维度展示流量分布。看竞争对手哪些页面贡献了最多流量，这些页面各自排了哪些词。用法：找到竞品流量最大的5-10个页面，逐个分析内容结构、标题写法、内链布局。比较域名（Domain vs Domain）最多5个域名同时对比，展示自然流量、付费流量、出词量、AS等维度的横向对比图表。适合快速评估多个竞争对手的相对实力。关键词差异（Keyword Gap）最多输入5个域名，展示关键词重叠和差异： - Missing：竞品有排名但你完全没有的词。这是你的内容缺口。 - Weak：双方都有排名但你排名低的词。需要优化现有内容。 - Strong：你的排名高于竞品的词。保持就好。 - Untapped：只有一个竞品有排名，其他都没有。可能是蓝海机会。实操： Missing列表按搜索量降序，筛选KD ≤ 50，就是你最应该优先创建内容的目标词。反向链接差异（Backlink Gap）最多5个域名对比引荐域名的差异。重点看哪些高AS域名链接了竞品但没链接你，这些就是outreach目标。按AS降序排列逐个分析。外链建设教程关键词研究关键词概览（Keyword Overview）输入单个或批量关键词（最多100个），查看每个词的详细数据： - 搜索量和趋势：月均搜索量和过去12个月的变化。有些词有明显季节性。 - KD（关键词难度）： 0-100，越高竞争越激烈。 - 搜索意图：自动标注——I（信息型）、C（商业型）、N（导航型）、T（交易型）。 - CPC： Google Ads中每次点击费用。CPC高的词商业价值通常也高。 - SERP分析：当前排名前10的页面列表、AS、外链数、流量。看清楚要打败的是什么级别的对手。关键词魔法工具（Keyword Magic Tool）输入种子关键词，生成所有相关长尾词、问题词和变体词。左侧自动按话题分组，右侧可以切换匹配类型： - Broad Match（广泛匹配）：包含种子词的所有变体，默认模式。 - Phrase Match（短语匹配）：按顺序包含种子词。 - Exact Match（精确匹配）：完全精确匹配。 - Related（相关）：语义相关但不一定包含种子词。高级筛选： - 搜索量范围：比如只看100-1000，避免大词和零流量词。 - KD：新站选0-30，中等权重站做30-60。 - 单词数量：设2-5个，筛选中长尾词，更容易排名。 - SERP Features：筛选有Featured Snippet、PAA等特性的词。 - Include/Exclude：包含或排除特定词，比如排除品牌词。筛选完后导出Excel，按搜索意图分类规划到对应页面。关键词策略构建器（Keyword Strategy Builder）输入种子关键词后，Semrush自动生成关键词分组和对应的页面建议。两种视图：Topics and Pages（话题+页面推荐）和Table（表格，数据更直观）。这个工具适合做内容规划——输入你的核心业务词，看Semrush建议你应该创建哪些页面来覆盖这些关键词集群。但建议仅供参考，不要无脑按它的分组来规划网站结构。内容创意 SEO写作助手（SEO Writing Assistant）在线写作编辑器，输入目标关键词后，实时给你的内容打分：SEO友好度、可读性、原创性、语气一致性。支持Google Docs和WordPress插件集成。写完初稿后用来检查有没有遗漏的语义关键词、可读性是否达标，但不要为了凑分数而堆词。如何创作能排名的SEO文章主题研究（Topic Research）输入一个话题，Semrush展示相关的子话题、热门标题、常见问题。帮助你找到内容创作的切入角度。适合不知道写什么的时候用来找灵感，但生成的标题建议质量参差不齐，需要自己判断。 SEO内容模板（SEO Content Template）输入目标关键词，Semrush分析当前排名前10的页面，生成一份内容模板：建议的文章长度、需要包含的语义关键词、建议的外链源、可读性评分参考。和SEO Writing Assistant配合使用：先用Content Template生成写作框架，再用Writing Assistant边写边检查。注意：以上三个工具都需要Guru及以上版本。外链建设反向链接（Backlink Analytics）输入任意域名，查看完整外链数据。 Overview（概览）：外链总数、引荐域名数、AS分布、dofollow/nofollow比例、外链增长趋势。重点看引荐域名数，不是外链总数。 100个域名各给1条链接，比1个域名给100条有价值得多。 Backlinks（外链详情）：每条外链的来源URL、锚文本、AS、dofollow/nofollow、首次发现时间。输入竞争对手域名，按AS降序，找出对方的高质量外链来源。 Anchors（锚文本）：查看锚文本分布。正常应该以品牌词、URL和自然描述为主。大量精准匹配商业关键词锚文本可能是人为操控的信号。这边提示危险不用管它。引荐域名（Referring Domains）按域名维度聚合外链数据。看每个引荐域名给了多少条链接、AS多少、是否dofollow。用法：分析自己网站的外链质量分布，识别有没有大量来自垃圾站的链接。如果有，可能需要用Google的Disavow工具处理。反向链接检测（Backlink Audit）需要创建项目。Semrush会分析你的外链，标记出可能有害的链接（来自垃圾站、PBN、不相关站点等），给出Toxicity Score（毒性评分）。你可以在这里直接生成Disavow文件提交给Google，不需要手动编辑txt文件。定期检查这个报告，特别是在遭受负面SEO攻击的时候。其他工具页面SEO检查器（On Page SEO Checker）输入域名和目标关键词，Semrush分析你的页面并给出具体优化建议： - 内容建议：目标字数、需要覆盖的语义关键词、内容结构改进。 - 技术建议： Title长度、Meta Description、H1标签、图片优化。 - 外链建议：这个页面需要多少外链才能竞争目标词，推荐的外链来源。 - 用户体验建议：页面速度、Core Web Vitals指标。这些建议是算法自动生成的，参考就好。特别是字数建议，不要为了凑字数破坏内容质量。自然流量洞察（Organic Traffic Insights）关联GSC后，把GSC数据、GA数据和Semrush自己的数据合并展示。最大的价值是补全GSC中”(not provided)”的关键词数据——GSC有些关键词不显示，Semrush用自己的数据库做了补充。外链建设工具（Link Building Tool）输入你的域名、目标关键词和竞争对手域名，Semrush自动生成一份外链目标列表。每个目标网站附带联系方式（邮箱），可以在Semrush里管理outreach流程。适合批量找外链目标，但outreach邮件需要自己写个性化内容。用工具自带的模板发出去基本会被忽略。日志文件分析器（Log File Analyzer）上传你的服务器日志文件，Semrush分析Googlebot的实际爬取行为：爬了哪些页面、爬取频率、响应状态码、爬取预算分配。这个功能对大型网站（几千个页面以上）有价值，小站基本用不到。需要从服务器导出access log文件才能使用。 Sensor Semrush的算法波动监测工具。展示Google搜索结果每天的波动程度，按行业分类。波动分值高的日子通常意味着Google在做算法调整。用法：当你的排名突然波动时，先来Sensor看看是不是Google全局性的算法变化，而不是你网站自身的问题。 SEOquake Semrush的浏览器插件。安装后在Google搜索结果页面直接显示每个结果的AS、外链数、索引页面数等数据，不需要打开Semrush后台。做SERP分析的时候很方便。 Semrush排名展示全球网站流量排名，类似于以前的Alexa排名。可以按国家、行业筛选。参考意义有限，了解即可。付费搜索研究（Advertising Research）在域名概览下方或单独入口进入。输入竞争对手域名，查看Google Ads投放情况： - 付费关键词：对方在竞价哪些词，出价多少。 - 广告文案：实际投放的广告标题和描述。 - 落地页：每个广告关键词对应的落地页URL。对SEO也有用：竞品愿意花钱投广告的词，说明有真实商业转化价值。把这些词纳入SEO关键词目标列表，用自然排名获取这些高价值流量。数据导出 Semrush每个功能模块都支持数据导出（CSV/Excel/PDF），点右上角Export按钮。导出前先设置好过滤条件，导出的是当前筛选后的数据。 My Reports：可以创建自定义报告模板，合并多个模块数据，设置定期自动发送邮件。适合给客户定期汇报。版本和价格 - Pro（约$139/月）：适合个人和小型网站。基本功能都有，5个项目，500个排名追踪词。 - Guru（约$249/月）：适合中型企业和SEO服务商。多了内容营销工具、历史数据，15个项目，1500个追踪词。 - Business（约$499/月）：适合大型企业和代理商。API访问、更大限额，40个项目，5000个追踪词。免费账号可以注册，但每天查询次数非常有限（约10次），只能体验界面。如果你不想自己折腾工具，也可以直接了解我的搜索引擎优化服务。独立Google SEO专家，ylsseo.com创始人，基于Google专利、IR与API Leak解读排名机制，中文SEO启蒙第一人。曾服务wps.com

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