In this workflow, we will show you how Semrush can help increase your online visibility and bring more traffic to your website by optimizing your existing content and creating new articles for your website.

On Page SEO Checker - SEO recommendations to outrank your competitors

For ideas on how to improve your content, use On Page SEO Checker. This tool will provide you with SEO optimization recommendations to get and stay ahead of your competition. 

When setting up the tool, choose the URL address of your new article and several targeted keywords.

Tip: If you want to discover keywords, use Keyword Gap to compare your current keyword profile against your main competitor’s and find if they rank for any keywords related to your topic. Or use Keyword Magic tool to discover related high-volume keywords. For more information, check out our Keyword research and optimization article.

On Page SEO Checker gives many recommendations, including technical Issues from our Site Audit tool and UX ideas from Google Analytics. Fix any issues the tool discovered and follow its recommendations on the Optimization Ideas tab to improve the ranks of your content.

Learn more about On Page SEO Checker.

Set up On Page SEO Checker

Now after you’ve learned how to optimize your existing content with Semrush, let’s see how our tools can help you create new SEO-optimized content for your website.

Please note: the Content Marketing toolkit on Semrush (which includes Topic Research, SEO Content Template, and SEO Writing Assistant) is only available with a Guru subscription level or higher.

Topic Research - get ideas for your article

To start, choose a trending topic for your future article. Go to the Topic Research tool, enter your topic, and then select the database to know what topics interest people in your specific country (or you can even choose to gather ideas on a local level).

Hit the Get Content Ideas button, and after a few minutes, you will receive a list of cards with different subtopics that are popular in your chosen location. We recommend prioritizing them by topic efficiency (high-volume topics that are relatively easy to rank for). Writing an article on a popular subtopic can be a great opportunity to attract a new audience.

Inside these cards, you will find subtopics highlighted in green. This means that they already have a lot of backlinks. 

Go to the Explorer tab for a different view of the subtopics, adding more information about the number of backlinks, Facebook engagement, and total shares. These will give you a good idea about the audience's reactions to subtopics.

You can also go to the overview tab and see the top 10 headlines by backlinks and the top 10 questions users ask regarding the topic.

If you are a visual person, head to the Mind Map view. This view is essentially a more visual presentation of the same topic cards. It can help you to quickly assess a topic’s potential.

You can save any of these ideas to your favorites for future reference. 

When you feel ready to start writing, you can create an SEO Content Template from a subtopic. Click on the Create SEO template button in the Favourite Ideas tab.

Learn more about Topic Research.

Start Topic Research

SEO Content Template - baseline recommendations for your future content

SEO Content Template works by giving us the best SEO recommendations to sketch out our content. To create a template, you’ll need to enter your target keywords and select a location.

Here you can use subtopic ideas that you picked as favorites - the more keywords you provide, the better recommendations the tool will offer. 

It’ll take a few minutes to form a template. But once it is ready, you will get recommendations for your future article based on the top-performing competitors. You can use this outline as a reference for pitching your content if needed.

Key recommendations cover related words (to use in your article), backlinks (to get for your article), recommended readability, and text length.

You will also get Basic recommendations for the Title, Meta Description, and H1.

After a close examination, we can go to the next tool to start writing.

Create SEO Content Template

SEO Writing Assistant - optimize your content

SEO Writing Assistant will check the text you are working on in real-time to help you create SEO-friendly content. You can write and check your text directly from the tool by going to the Real-time Content Check inside SEO Content Template.

Switch between Readability, SEO, Originality, and Tone of voice to check the overall quality of your content.

Readability includes the metrics that affect the quality of reading ease: readability score, word count, title, and content issues. 

SEO will expand to show you the different metrics that will make up the SEO scale: target and recommended keywords, link, and alt attributes issues.

The Tone of voice can be very casual, somewhat casual, neutral, somewhat formal, and very formal. Not only can you see where your text lies on this scale, but you can also see your document’s most casual and most formal sentences. You can set or change your target tone of voice by clicking the pencil icon in the top right corner.

At the moment, this functionality works with English Language only. 

Also, the Tone of voice highlights the usage of filler words and phrases in a text – an AI-based feature allows you to rewrite sentences identified with such phrases.



Originality metrics look for signs of plagiarism in the text. It can determine the total percentage and number of copied words for an article based on other articles found on the web. The plagiarized piece of content will be highlighted right in the document.

By following these checks, you will be able to create relevant SEO-optimized content.

You can stay in the Quick Checker to analyze your article or use plug-ins to analyze your text directly in Google Docs and WordPress. For example, with Google Docs, you can share it with other people in your team. Even if they do not have a Semrush subscription, they can download the plug-in and see recommendations created by you. 

Tip. You can send recommendations to Google Docs with the Share Document button:

Learn more about SEO Content Template and SEO Writing Assistant.

Analyze your text

Content is one of the main pillars when working in digital marketing, and it’s closely linked to the rest of SEO activities. Semrush offers a complete content-building and optimization process.

Even if you don’t exactly know what you want to write about, the tools covered in this workflow will surely help you start and create top-notch content for great results!