As SEOs, we all know that keyword analysis can be a significant difficulty. Using existing information to develop a content strategy has actually ended up being significantly hard because Google started concealing the majority of the keyword details in Analytics behind “not provided.” Another obstacle is that Google Analytics just supplies statistics on your own search referrals, telling you nothing about rivals.
That’s where SimilarWeb is available in. As my understanding of internet search engine algorithms has improved, I have actually learned that it’s not adequate to depend on Google Analytics alone. Understanding is power, so I have actually relied on SimilarWeb’s PRO variation to get thorough analysis for my clients’ websites and rivals. (Prior to you commit to the PRO version, there is a totally free version you can kick the tires with, to get a feel how the app works and the powerful understandings it provides.) SimilarWeb will reveal you the “not supplied” keywords therefore far more. You can see paid vs. organic social referrals, affiliate referrals, stickiness metrics, contrast charts for several sites, industry category-wide information, advertisement creative and a lot more. This is the tool that addresses the age old concern of “where is my competitor getting their web traffic from?”, a concern commonly asked to us marketing experts.
Below is the very first screen you see when going into a website in the platform’s search box. It’s called “Audience Summary,” and it consists of the general traffic stats for the site in question. For this example I selected Asos.com’s stats to demonstrate SimilarWeb’s functions and benefits. You can see Asos’s desktop check outs for the last 6 months (or change the date range to your taste), you can see the average time users invested in the site, the typical page views per see and the bounce rate. So far, this is all information that you would see for your very own site in Google Analytics, however here it’s offered for your competitors’ sites too.
The SimilarWeb module I’ve been using the most, though, and the one I’m going to concentrate on for this short article, is the “Search” section, where I can see just how much traffic each website is getting based upon any specific keyword.
Below is an example of the leading keywords for Asos.com over of the last 6 months. As you can see, there are a lot of fascinating directions of keywords you can discover just by looking in the top 20 keywords:
I personally prefer downloading the data to Excel and evaluate the keywords making use of various Excel solutions such as “LEN,” which checks the length of a string, making it easier for me to quickly find those valuable long tail keyword opportunities.
I can compare my website with my competition– and get a list of keywords that are driving traffic to any of the sites. In this example you can see that Asos.com is taking the lead on “prom gowns” and “brand-new balance,” however Boohoo.com is giving fairly the battle on “Christmas jumpers” and “maxi gowns.” Topshop.com lags in just about all keywords, as you can see in the screenshot below:
It holds true that there are some complimentary tools like Open Site Explorer that will do a great deal of this also, but they cannot offer me with information on the quantity of traffic. Rankings and incoming links are excellent, but seeing how lots of gos to they refer is even better. This is what I get with the information under “Referrals” and “Traffic Destination.” These are both parts of the SimilarWeb PRO app that I rely on extensively in my SEO method, on top of the “Search” area (I’ll get into that in my next post).
There’s so much that SEOs can do with a tool like this. When I see that my rival has 100 % of the traffic share on particular keywords, it translates into content concepts I need to press. SimilarWeb makes it easy to discover and organize keywords into containers (themes) for natural or paid search campaigns. If I see that I am sharing the traffic for a keyword with a particular rival, I can work to improve my SEO for that keyword and its semantic derivatives, and ideally gain some market share benefit. I can also search for long tail keyword chances, where I can quickly get an edge in regards to the volume of keywords driving traffic to my page.
Considering that SimilarWeb shows the traffic distribution among various kinds of search sources, I can check things such as my image search stats and compare them against competitors. In the retail niche I work with the most, images are extremely popular, so this information is crucial to the success of our overall search method. Other sources you can explore include video and news search, which can be particularly pertinent in particular niches.
Of course, there’s likewise a breakdown by online search engine, which may be available in handy if you’re attempting to get traffic from internet search engine such as Yandex or Bing. Going over these statistics for various websites I’m dealing with, the data shows that for most Western countries the lion’s share of traffic is from Google– no surprises there. However, I’ve recently discovered an uptick on my competitor’s website in Yahoo, which must certainly be examined even more.
The only caveat I found about SimilarWeb is that it does not reveal information for little sites which do not have much traffic. The in-depth statistics for medium and huge sized sites is extraordinary, but if you handle a fairly low-traffic website it won’t offer you much details.
Stay tuned for my next post where I’ll provide a case research on making use of SimilarWeb for enhancing search results page.
This guest post is sponsored by SimilarWeb. Take a look at their competitor analytics reports here.
Author: Steve Wiideman
Although he is best understood for his rank in search engine results, SEO Expert Steve Wiideman (@SEOSteve) is a trainer, speaker and consultant to many search marketing firms, charities and a handful of Fortune 500 business. He holds a Bachelor’s Degree in E-business management and has actually been featured in numerous publications, consisting of Business owner Magazine, CNN, and National Journal.
Wiideman recently started distributing his SEO Audit Checklist at www.DigitalMarketingCheckup.com, where he likewise provides manual website evaluations and customized SEO technique. Based in Los Angeles, Wiideman’s firm can be reached at -LRB-562-RRB- 732-4417 or by emailing info@seosteve.com!.?.! Marketing Pilgrim
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