Semrush
Why use Semrush?
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Identify the best keywords to target for organic search visibility
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Analyse competitors' websites, rankings, and content strategy
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Track changes in keyword performance over time
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Find backlink opportunities to support SEO and web authority
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Audit website health and fix SEO issues using automated reporting
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Build smarter, data-led content for users and search engines
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If you have any questions about Semrush, please get in touch with the MCI Web Team:
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The Platform: What can Semrush track?
Keyword Magic Tool
- What it does: Suggests keywords and search phrases
- How it helps: Helps you plan targeted content around real search demand
Site Audit
- What it does: Reviews your site for SEO and technical issues
- How it helps: Identifies broken links, duplicate content, missing metadata and more
Position Tracking
- What it does: Tracks rankings for selected keywords over time
- How it helps: Useful for measuring performance against goals and competitors
Domain Overview
- What it does: Gives key data about any website’s authority, traffic and keywords
- How it helps: Compare our site with others in the sector
Backlink Analytics
- What it does: Shows the number and quality of referring domains
- How it helps: Spot link-building opportunities to support rankings
Why it matters
Increase Organic Visibility
Improving keyword rankings means more prospective students, researchers, and partners find our content through search engines. Semrush helps us identify high-value keywords and optimise pages so they appear where users are already looking.
Strengthen Content Strategy
Semrush reveals what topics and search terms audiences care about most. This allows content teams to plan and refine pages, articles, and campaigns based on real search demand — not assumptions — leading to more relevant, useful content.
Support Data-Led Decision Making
Instead of guessing what will rank, Semrush provides evidence on what currently works across our own site and competitor sites. This insight helps teams prioritise content improvements, link-building, and technical fixes based on measurable opportunity.
Justify SEO and Content Improvements
Reports and audits from Semrush give clear, visual proof of issues such as broken links, missing metadata, page performance problems, or declining keyword positions. This makes it easier to build a business case for updates, resourcing, or redevelopment.
Understand Competitor Positioning
With sector-wide insight, we can see how other universities perform in search rankings, what keywords they own, and where we can gain ground. This supports more strategic marketing, recruitment, and content planning.
Improve User Experience Through Search Intent
By analysing search intent (informational, navigational, transactional), teams can shape pages around what users expect — leading to clearer journeys, higher engagement, and more satisfied visitors.