Get a comprehensive understanding of the best-performing organic or paid landing pages for any website. The Landing Pages tool allows you to drill down and unveil the traffic trends over time, the keywords driving that traffic, and the estimated clicks sent from each keyword to the respective landing page URL.
What is the value of Landing Pages?
Using the Landing Pages tool, you can evaluate the performance of your competitor’s website pages. It helps you to find out what new content a domain has created and they're gaining clicks from, and this isn’t readily available in established SEO tools.
The Landing Pages tool helps you pinpoint which pages are performing best in terms of organic and paid search. You’ll be able to examine metrics and insights for those pages, such as traffic share, click trends, SERP attributes, URL spend, and the keywords driving traffic via the clicks sent to the respective URL. All this enables you to:
- Understand which pages are bringing the most organic or paid traffic
- Reveal trends in landing page click activity
- analyze why that page content is performing well
- give you a direct view of your competitor's content strategy
Did you know? Landing Pages now uses our Search 3.0 data set. This dataset has vastly expanded coverage of keywords, domains, and covered countries. It allows us to add more filters, metrics and insights to the tool, delivering a more granular and focused analysis, ensuring you always see the most recent and relevant perspective on any website’s organic or paid landing pages.
How to use Landing Pages
The Landing Pages tool is found in the Acquisition Research > Search > Search 3.0 module. To get started follow these steps:
- Enter the primary website. Either view and analyze the landing page results for this website individually, or click "+ Add" to compare up to four more sites
- Using the filters in the upper right, change the time frame so that you can view a specific month, or the last 28 days to to get the most recent perspective on keyword performance. You can also view period-over-period change to track performance trends over different time frames.
- Select a specific country filter and device type to analyze. Device types include Desktop, Mobile, and All Traffic. The All Traffic view provides the combined keyword coverage across both desktop and mobile, giving you a holistic understanding of the keyword landscape for the selected website(s).
- You can also input any longer form URL and select the type of URL structure you want to see specific landing pages under - allowing you to really disect a competitors website, understand where their traffic is going and what drives it there:
- Domain: If user enters url with domain ending (e.g. https://www.nike.com/ ), input type will be set as Domain
- Exact URL
- Prefix: If the user inputs a url that continues after the domain, input type will be set to Prefix
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Subdomain: If the user inputs a url that includes a subdomain, but ends in a domain ending (e.g. fr.nike.com/ or http://support.website.org), input type will be set to subdomain
This also works when comparing websites, so you could compare 5 specific blog pages, product pages or pricing pages of your closest 5 competitors to reveal which are getting the most search volume and clicks, as well as SERP exposure
Using the Filters
- Include/Exclude Keywords, Keyword Lists and URLs: Fine-tune your research with filters to include/exclude specific keywords or URLs, enabling you to pinpoint the SEO entities you want to prioritize and analyze in more detail.
- Clicks Change: The clicks change filter delivers in-depth insights into the conversion of each keyword, including: Trending, Detrending, Lost clicks, and New clicks.
These filters allow you to properly understand the keyword efficacy of the selected websites by identifying keyword trends, anticipating keyword shifts, recovering lost keyword opportunities, and seizing new keyword possibilities.
Note: The methodology for our Clicks Change metrics works as follows:
- Trending: Clicks change >10% and current clicks > 100
- De-Trending: Clicks change <-10% and current clicks > 100
- Lost Clicks: Clicks current month = 0, Clicks previous month is >0
- New Clicks: Clicks current month is >0, Clicks previous month= 0
Key Metrics & Insights - Organic Pages
| URL: | The landing page URL that drove clicks and traffic to the analyzed website |
| Clicks: | The estimated number of clicks the URL has received and the percentage share of clicks amongst the other URLs from the parent website |
| Change: | The month-over-month change of clicks from the most recent month compared to the previous month |
| Clicks Trend: | The daily, weekly, and monthly trend of clicks for the URL in the last 90 days. The last 90 days are taken from the last day in the selected month |
| Desktop/Mobile: | The percentage of clicks that were attributed to desktop or mobile devices for the keywords |
| Average Position: | The weighted average blended position. This takes the blended position (including the organic position of all SERP features) of the URL on each keyword, and gives each keyword a weighting based on monthly search volume. |
| Keywords: | The number of keywords the URL ranked for on the SERP in the selected month |
| Top Keyword: | Keyword which drives the most clicks to the URL |
| SERP Features: | Search Engine Results Page (SERP) features identified for the keyword, broken down by those the website did and did not rank for |
Keywords Table Expansion
By clicking the Clicks Trend button, you can analyze the daily, weekly, or monthly clicks within the last 90 days to understand how URLs are performing for all traffic-generating keywords of that URL.
You can switch the view to show the keywords that have driven the clicks to the chosen landing page URL and what their performance looks like.
Clicking the “See full view” button redirects you to the Website Keywords page and automatically applies the chosen URL in the include/exclude filter to view only the keywords sending traffic to that page.
Paid Landing Pages
See the best-performing landing pages being visited through Paid Search campaigns for any website, and drill down further to reveal the ads and keywords driving traffic, and the estimated spend on the paid activities from within the Paid Landing Pages tab
Using insights from competitors' Paid Landing Pages, Performance Marketing and PPC Managers can strategically and tactically make decisions that will drive maximum ROI from their own campaigns.
Get an upfront view of:
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Using the insights from top paid landing pages, you can:
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To reveal which of your competitors' pages get the most paid traffic, follow these steps:
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Navigate to the Keyword Research section in the Search Intelligence module and go to Website Explorer > Landing Pages.
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Select a website to analyze.
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The page displays a list of the top URLs for the chosen sites and key metrics and insights:
- Clicks, Clicks Share and Clicks Trend: total number of clicks for the url, the share of clicks amongst the compared websites and a trend view of clicks driving traffic to the url
- URL Spend: Spend estimation for the URL calculated using CPC and paid visits per month
- Top Keyword and # of Keywords driving traffic to the site
- Ads: the total number of search Ads driving traffic to the site and the type of ad that it is e.g. Text Ad, Sitelink
- Average Position: The average Position on the SERP of the ad generated.
- SERP Features: highlights the SERP features that generated clicks for the ads
Tip
Get an estimation of how much a competitor has invested in a specific campaign through the URL Spend metric, incredibly useful for budgeting and analyzing ROI.
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Click All Keywords to see the paid keywords driving traffic to the selected landing page.
Tip
Select desired keywords to add your keyword groups for use in your own campaigns. Or, download the complete list of keywords by selecting the Excel icon. Then, upload the list to your campaign.
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Click the Ads drop down to see the text ads and messaging that have been used to drive traffic to the Landing Page as well as their page positions, clicks and click percentage
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