Semrush
Data & TrackingAlso: SEMrush
Quick definition
Semrush is a paid research platform used for search engine optimisation (SEO), competitor analysis and paid media research. It estimates keyword rankings, search volume, backlinks and ad spend for any website, including competitors who haven't given you access to their data.
What it actually means
Semrush is one of the two dominant tools (alongside Ahrefs) for reverse-engineering how a website performs in search without needing access to that website's own Search Console or analytics.
It crawls the web constantly, tracks millions of keywords across markets including Australia, and estimates organic traffic, keyword rankings, backlink profiles and even paid ad spend for any domain you plug in. That makes it useful for competitor research, content gap analysis and technical SEO audits.
The estimates are built from sampled search data and modelling, not from a direct feed of Google's actual numbers. Search volume figures, traffic estimates and keyword difficulty scores are all approximations. They're directionally useful and consistently biased in predictable ways, which matters more than the absolute number.
Most agencies run Semrush alongside Google Search Console and Google Analytics 4 (GA4), using it for the data those tools can't give you: what your competitors are doing.
Semrush doesn't tell you the truth about a website. It tells you a well-informed guess, and most Australian marketers forget the difference.
The Australian context
Semrush's Australian keyword volume data has thinner sample sizes than its United States data, simply because there's less search volume to sample from in a smaller market. Long-tail and niche Australian queries especially can show volume as zero or wildly under-reported when real demand exists. Cross-check with Google Keyword Planner for anything commercially important before committing budget.
Where people get this wrong
Semrush vs Ahrefs
| Semrush | Ahrefs | |
|---|---|---|
| Backlink index | Large, broad crawl | Often considered stronger link freshness |
| Keyword and volume tools | Very strong, broader keyword database | Strong, slightly smaller database |
| Paid ads research | Included, tracks competitor ad copy and spend | Limited compared to Semrush |
| Interface | More features, steeper learning curve | Generally considered simpler |
| Best for | Full-funnel research including paid media | Deep technical SEO and backlink work |
Related terms
Common questions
Is Semrush accurate for Australian search data?
It's directionally useful but built on sampled data, so smaller and niche Australian queries can be understated or missing. Treat Semrush numbers as estimates to guide strategy, and confirm anything budget-critical against Google Keyword Planner or your own Search Console data.
Is Semrush better than Ahrefs?
Neither is universally better. Semrush includes paid media and advertising research alongside SEO, which Ahrefs doesn't match. Ahrefs is often preferred for backlink freshness and simpler workflows. Most agencies pick one based on which feature set matters more to their work.
Can Semrush replace Google Analytics?
No. Semrush estimates traffic and rankings for any website including competitors you don't have access to. Google Analytics 4 (GA4) and Search Console give exact data for your own site. Use Semrush for competitor and market research, and your own analytics for ground truth.
What is Semrush mainly used for?
Keyword research, competitor traffic and ranking estimates, backlink analysis, technical SEO audits and tracking paid advertising activity across competitor domains. It's a research and intelligence tool rather than a measurement tool for your own site.
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About New Rebellion
New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.
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