SEMrush is a key tool in my arsenal, and one of the best tools for SEOs and content marketers. It allows me to quickly find out which channels - organic, paid, referral, social, direct - drive the most organic traffic across different devices. With that knowledge, I'm able to then quickly focus my analysis on the highest-growth areas. For example, SEMrush allows me to quickly drill in to see which keywords, URLs and/or subfolders drive the most search engine traffic. I can use these insights to build out a strategic content roadmap.
Similarly, if I find out that paid channels are driving a lot of traffic, I can see how much a competitor is spending, how that budget has trended over time, and then drill in to see which specific terms and ad copy have been rotation the longest. A good directional cue for high-converting terms. Then, I can see the landing pages they use to convert the paid traffic. It eliminates all the foundational guesswork.