Analyzing the SERPs helps you to understand your competitive landscape and gives you a list of pages that are ranking well in search engines.
But the fact that some sites may be showing up on the first page of search results doesn’t necessarily mean they’re getting a lot of traffic.
What’s more important is getting access to real user behavior that can reveal hidden SEO opportunities. That’s why you can’t survive without tools that can give you traffic analytics insights.
SimilarWeb helps you learn exactly how a site attracts traffic.
This tool shows you traffic distribution across all channels (Search, Social, Direct, etc.) and also displays the percentage of search traffic that comes from various search engines.
The option of looking up the keywords that bring the most visitors from search engine results is at your disposal.
With the help of this data, you can tell for certain which keywords should be your priority because they have the potential to bring more traffic to your client’s site.
SimilarWeb also shows you the list of competitors based on what kind of sites are ranking in search engines for the same set of keywords:
2. SEMrush Traffic Analytics
SEMrush has some traffic analytics data, but there’s still some work that needs to be done to improve its functionality.
SEMrush offers information about traffic distribution across various search engines but unfortunately provides no keyword data.
Currently, SEMrush Traffic Analytics doesn’t have any data for mobile devices, so for some industries where the volume of online traffic is always high, this data may not be so valuable.
Historically, the biggest complaint against Amazon-owned Alexa has been its inaccurate data. Originally, Alexa’s traffic data was gathered from users of the Alexa toolbar.
That all changed in 2008 when Alexa updated its ranking systems to include more sources. However, it’s really hard to say how much the data has changed, for the better or worse, since that time.
Regardless, Alexa is still a popular service that boasts a lot of (paid) competitive analysis reports that can give you a good representation of demographics and traffic data.
Quantcast used to have a product comparable with SimilarWeb, but about a year ago they’ve decided to get rid of their standard solution and switched to custom-made reports that represent unique datasets based on clients’ needs.
This tool can be a good fit for enterprise-level clients who want to see custom-based datasets to further interpret what’s going on in the industry.
Jumpshot is a promising and overall consistent tool that launched only a couple of years ago.
Its data comes from Avast – and the data quality is high.
Jumpshot can also shed some light on such intricate data like CTR of a specific button located on your rivals landing page. Not bad for competitive intelligence.
Hopefully, this chapter will help you make an informed decision as you’re selecting your competitive analysis tool. There are many great tools available – but ultimately it’s about choosing the tool that is right for you.
The more keywords a software has, the better it can show your competitor’s current ranking positions and their estimated traffic. Also, we can’t ignore the logic behind peeking under a competitor’s hood.
The process is based on matching the keywords for which several domains are ranking: if datasets overlap, chances are these sites are competitors. However, when we try to analyze relatively small sites (i.e., that have less than 1,000 keywords), we come across an issue.
For instance, some of these tools can show that a domain’s competitors are YouTube or Wikipedia even though the real competitors are lurking.