sales-skills/sales-semrush

Semrush Platform Help

Helps with everything related to using Semrush — the leading SEO and online visibility platform with 27B keywords, 43T backlinks, and 808M domain profiles across 142 geo databases. Public company (NYSE: SEMR).

Step 1 — Gather context

If references/learnings.md exists, read it first for accumulated knowledge.

Ask the user:

1. What are you trying to do in Semrush?

   • A) Keyword research — finding or analyzing keywords
   • B) Site audit — running or interpreting technical SEO audits
   • C) Rank tracking — monitoring positions for keywords
   • D) Backlink analysis — analyzing link profiles or finding opportunities
   • E) Competitive analysis — benchmarking against competitors
   • F) Content marketing — topic research, content optimization
   • G) AI visibility — tracking LLM citations, AI search presence
   • H) Local SEO — Google Business Profile, directory management
   • I) Advertising — PPC research, ad intelligence
   • J) API integration — building automations with Semrush data
   • K) Something else — describe it

2. What Semrush plan are you on?

   • A) Pro ($139.95/mo) — keyword research, site audits, competitor analysis
   • B) Guru ($249.95/mo) — + historical data, Content Marketing Toolkit
   • C) Business ($499.95/mo) — + API access, Share of Voice, extended limits
   • D) Free trial / not subscribed yet
   • E) Not sure

3. What's your experience level with Semrush?

   • A) New — just getting started
   • B) Intermediate — use it regularly but have specific questions
   • C) Advanced — building automations or custom workflows

If the user's request already provides most of this context, skip directly to the relevant step. Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end.

Step 2 — Route or answer directly

If the request maps to another skill, route:

• General SEO audit strategy → /seo-audit (third-party)
• AI search optimization strategy → /ai-seo or /seo-geo (third-party)
• Link building campaigns → /build-links (third-party)
• Backlink profile analysis → /backlink-analyzer (third-party)
• Landing page CRO → /page-cro (third-party)
• Programmatic SEO → /programmatic-seo (third-party)
• Content management for sales teams → /sales-content

Otherwise, answer directly from the Semrush knowledge below.

Step 3 — Semrush platform reference

Read references/platform-guide.md for detailed module documentation, pricing, integrations, and data model.

You no longer need the platform guide details — focus on the user's specific situation.

Step 4 — Actionable guidance

Based on the user's situation, provide specific Semrush workflows:

For keyword research: Use Keyword Magic Tool with seed keyword → filter by KD% (under 30 for easy wins), intent type (commercial/transactional for sales pages), and volume. Export to spreadsheet or use Keyword Manager to organize.

For site audits: Run Site Audit → sort issues by category (Errors > Warnings > Notices). Prioritize: crawlability errors first, then HTTPS issues, then Core Web Vitals, then internal linking. Re-crawl weekly to track progress.

For rank tracking: Set up Position Tracking project → add target keywords → set device (mobile/desktop) and location. Check Visibility % trend (more useful than individual positions). Set up alerts for position drops > 5 spots.

For backlink analysis: Backlink Analytics → compare your domain vs top 3 competitors. Look at referring domains growth rate, not total count. Use Backlink Gap to find domains linking to competitors but not you.

For AI visibility: AI Visibility Toolkit → check which LLM prompts mention your brand. Focus on prompts with commercial intent. Cross-reference with traditional SEO keywords to find gaps where you rank in Google but not in AI answers.

For API integration: Start with Domain Overview endpoint (lowest unit cost). Build keyword tracking automations with Position Tracking API. Use Zapier Site Audit connector for alert workflows (no API key needed).

Gotchas

Best-effort from research — review these, especially items about plan-gated features and pricing that may be outdated.

• Standard SEO/Projects API is a Business add-on. The core SEO + Projects API is "available as an add-on to a Business subscription" ($499.95/mo) and you buy API units separately. But not every API is gated this way: the Listing Management API is available on Local Pro + Business, and the Map Rank Tracker API is free for all Semrush users (no API units, no special subscription). The Zapier Site Audit connector also works on all plans without API keys — use it for basic automations.

• Traffic estimates are estimates. Semrush traffic numbers for competitor domains are modeled, not measured. They can be significantly off for niche sites or sites with unusual traffic patterns. Use them for directional comparison, not absolute numbers.

• Keyword difficulty (KD%) is relative. A KD of 30 means different things depending on your domain's authority. New sites should target KD < 20; established sites can go higher.

• Content Marketing Toolkit requires Guru ($249.95/mo). If you're on Pro and need content features, consider whether the upgrade is worth it vs using a dedicated content tool.

• Historical data requires Guru+. Pro plan only shows current data. For trend analysis or competitive historical research, you need at least Guru.

• Unit costs vary widely by API endpoint. Some endpoints cost 10 units, others cost 1,000+. Budget carefully and test with small queries first.

• Free trial auto-renews. Cancel before the 7-day trial ends to avoid charges. This is the #1 user complaint about Semrush on review sites.

• Semrush One vs traditional plans. Semrush One is a newer unified offering combining SEO + AI visibility. Pricing and feature sets may differ from the traditional Pro/Guru/Business tiers listed above.

• Self-improving: If you discover something not covered here, append it to references/learnings.md with today's date.

Related skills

• /sales-seo — SEO strategy (tool selection, keyword research, technical audits, link building, WordPress plugin comparison). Install: npx skills add sales-skills/sales --skill sales-seo -a claude-code
• /seo-audit — General SEO audit strategy (third-party). Install: npx skills add resciencelab/opc-skills --skill seo-audit
• /ai-seo — AI search optimization strategy (third-party). Install: npx skills add resciencelab/opc-skills --skill ai-seo
• /build-links — Link building campaigns and outreach (third-party). Install: npx skills add calm-north/seojuice-skills --skill build-links
• /backlink-analyzer — Backlink profile analysis (third-party). Install: npx skills add aaron-he-zhu/seo-geo-claude-skills --skill backlink-analyzer
• /page-cro — Landing page conversion optimization (third-party)
• /programmatic-seo — Generate SEO pages at scale (third-party)
• /sales-content — Sales content management (Seismic, Allego, Highspot)
• /sales-do — Not sure which skill to use? The router matches any sales objective to the right skill. Install: npx skills add sales-skills/sales --skill sales-do -a claude-code

Examples

Example 1: Find easy-win keywords for a new SaaS product

User says: "I just launched an AI scheduling tool. How do I find keywords I can actually rank for in Semrush?" Skill does:

1. Opens Keyword Magic Tool with seed keyword "AI scheduling tool"
2. Filters by KD% < 30, volume > 100, commercial or transactional intent
3. Recommends looking at "Questions" tab for content opportunities
4. Suggests using Keyword Gap tool to compare against competitors
5. Advises organizing winners into Keyword Manager lists by topic cluster Result: Actionable keyword list filtered for realistic ranking difficulty

Example 2: Interpret a site audit and prioritize fixes

User says: "My Semrush site audit shows a health score of 62 with 847 issues. Where do I start?" Skill does:

1. Explains the issue hierarchy: Errors (fix first) > Warnings > Notices
2. Recommends sorting by category: crawlability, HTTPS, performance, internal linking
3. Identifies the highest-impact fixes (e.g., broken internal links, redirect chains, missing meta descriptions)
4. Advises re-crawling weekly and tracking health score trend
5. Notes which issues affect Core Web Vitals (Google ranking factor) Result: Prioritized fix list starting with highest-impact technical issues

Example 3: Set up Semrush API integration for automated reporting

User says: "I want to build a weekly SEO report using the Semrush API. Where do I start?" Skill does:

1. Confirms user has Business plan (required for API access)
2. Points to API key location (Subscription info > API units)
3. Recommends starting with Domain Overview endpoint (low unit cost)
4. Suggests Position Tracking API for keyword rankings
5. Warns about unit costs and recommends testing with small queries
6. Mentions MCP server as alternative for Claude Code users Result: API integration plan with endpoint selection and cost management

Troubleshooting

Site audit shows different results than Google Search Console

Symptom: Semrush site audit flags issues that GSC doesn't, or vice versa Cause: Semrush uses its own crawler (SemrushBot), which crawls differently than Googlebot. Crawl settings (depth, pages/crawl, JavaScript rendering) affect results. Solution: In Site Audit settings, increase crawl depth and enable JavaScript rendering. Compare specific URLs, not aggregate numbers. GSC is ground truth for Google — use Semrush for broader technical issues GSC doesn't flag (broken internal links, redirect chains, image optimization).

Keyword difficulty seems wrong — easy keywords are actually hard to rank for

Symptom: Targeted KD < 20 keywords but can't rank Cause: KD% is based on the backlink profiles of current top-10 results, not your domain's authority. A new domain with DA 10 will struggle even with "easy" keywords if the top results have DA 50+. Solution: Factor in your own domain authority. For new sites (DA < 20), target KD < 10 and long-tail keywords with 4+ words. Use Keyword Gap to find terms where weaker competitors rank — those are your realistic targets.

API returning "limit exceeded" errors

Symptom: API requests fail with quota or unit errors Cause: Each API endpoint consumes a different number of units. High-cost endpoints (backlink reports, bulk keyword data) can drain units quickly. Solution: Check unit costs per endpoint in the API docs before building automations. Start with low-cost endpoints (Domain Overview = 10 units, Organic Positions = 10 units per row). Set up unit consumption alerts in your Semrush dashboard. Consider the Zapier Site Audit connector for workflows that don't need the full API.