Understand the quantity and quality of search traffic to any analyzed website(s). View comprehensive breakdowns of organic, paid, branded and non-branded traffic, PPC Spend and cost per visit all in one place, so you can better understand your competitors’ search tactics with the Search Overview page.
What is the Value?
Easily understand your competitor's search strategy with a unified search performance view.
- Provides a comprehensive, easy to digest summary of a website’s search performance.
- View paid and organic search data on one page so you can connect the dots the between traffic types.
- Understand and benchmark your competitor's search strategy faster.
- Easily review top KPIs, analyze year over year search performance, identify opportunities and quickly find the source of change in performance over time.
Search Overview can help to answer key strategic questions like:
- What is my competitor's search strategy?
- How effective is their strategy across organic and paid?
- How has their performance evolved over time?
- Where have they been investing more?
- Where are my competitors getting success from?
- What keywords represent an opportunity for me?
- What competitors represent the biggest threat?
Who Is This Valuable For?
Anyone responsible for defining the digital marketing strategy AND cascading insights down to in-house or external teams that are responsible for executing tactics
- Head of Digital Marketing / Demand Gen
- CMO or Marketing Manager
- Head of E-commerce
- SEO/PPC Managers and Teams
How to Use Search Overview
- Under Website Research module, go to Website Analysis > Search > Overview
- Enter a website
- Click +Compare to add up to four more sites.
Use the filters in the top right to set the Geographic Region, Country Filter or Time Frame.
Note: All Traffic (Desktop & Mobile) is the only option you can view on the page.
When in Compare mode, you can get even more insights into how you stack up against the competition on your Search performance, across all the available insights and metrics.
This allows you to easily see who:
- Wins across organic, paid, branded and non-branded traffic
- Ranks highest on the SERP and for how many keywords
- Spends the most budget on PPC campaigns
- Trends over time in terms of Search Performance
Key Metrics and Insights
The Search Overview page contains several widgets and graphs with valuable metrics and insights, whether for one website or whilst comparing websites.
Overview Bar
When viewing a single website, you will see the Overview Insights.
The Overview Bar provides a powerful snapshot of key search performance metrics for the selected website, as well as much more:
- Search Traffic: Monthly organic and Paid visits combined. Year over year comparison, % channel share out of total traffic and search traffic trend
- Organic Traffic: Monthly organic visits, Year over Year comparison, % share of search traffic vs paid traffic and total keywords driving organic traffic
- Paid Traffic: Monthly paid visits, Year over Year comparison, % share of search traffic vs organic traffic and total keywords driving paid traffic
- Rank 1-3: Number of keywords for which the sites rank in the top 3 positions on the SERP for the most recent month, Month on Month change, % of total keywords.
- PPC Spend: estimation of the spend made on paid search ads, year on year change in spend and average cost per paid visit
- Branded Traffic: Monthly share of search traffic from branded vs non-branded keywords
Search Performance over Time
The Search Performance Over Time graph shows the trend in traffic generated to the website, the trend in PPC Spend and the efficiency of that spend over time in terms of cost per visit.
These insights surface significant spikes, drops, and trends for
-
Search Traffic: which can be broken down by
- Organic and Paid Search traffic - view a breakdown of the organic vs paid search traffic over time.
- Branded vs Non-branded traffic: Understand a company’s overall marketing strategy.
Tip! If the focus is on branded keywords, this would indicate a company is strengthening its brand with its existing customer base. If a company is trying to broaden its audience, it will focus on non-branded keywords.
- PPC Spend: Understand a website’s PPC spend over time
- Cost per Visit: View the cost per visit over time from your paid traffic so you can understand campaign and PPC spend efficiency.
If you want to view the spend or cost per visit data in different currencies, you can convert straight on the graph to USD, GBP, EUR, JPY & AUD
Top Paid Landing Pages
Understand which paid landing pages are performing best for any website. The Top Paid Landing Pages widget provides a glance at the paid landing pages with the most clicks, highest traffic share, their MoM change in traffic and the keywords driving that traffic, as well as the estimated spend on driving clicks and visitors to the specific landing page URL.
Top Paid Landing Pages gives a quick understanding of:
- Which pages are bringing the most paid traffic
- Where businesses are investing and intentionally trying to bring paid traffic to their websites
- Reveal trends in landing page click activity and traffic share
- Why that pages content is performing well
Top Non-Branded Keywords
Understanding the non-branded keywords driving traffic to a website allows you to understand more about the keyword strategy that is being used by the website. Non-Branded Keywords, are keywords that do not include the name of the company, business, or brand.
*Single View
*Compare View
Top Non-branded keywords highlights keywords of interest in 3 ways:
- Highly Competitive - Shows a sample of keywords that you compete heavily for with your chosen competitor websites. Keywords displayed have a traffic share between 20% and 60% and volume > 10
- Opportunities - Shows a sample of non-branded keywords where your website has a smaller amount of traffic share. Keywords displayed here have a traffic share of between 1% to 20% and volume > 10
- Wins - Shows a sample of non-branded keywordswhere your website traffic share is winning the traffic share over your chosen competitors. For keyword displayed here you have 100% of traffic share and they have a volume > 10
Under these categories, you can access the following metrics:
- Non branded keywords / search terms - are keywords that do not include the name of the company, business, or brand.
- Clicks - The estimated number of clicks the keyword is sending to the analyzed website.
- YOY change - % change in clicks year over year (YoY) for highlighted keywords
- Competitive keyword traffic share - represents the share traffic across specific competing websites from a specific keyword
Search Competitors
Reveal your top search competitors by analyzing the degree to which their keywords and rankings overlap with yours.
We give each competitor found a Search Overlap Score with a points scale between 1-100, so you can understand just how much competition and overlap there is for your organic traffic with each of those competitor websites.
Quickly view Rising or New Competitors that might be gaining more traction in your search landscape so you can investigate their traffic and what keywords or landing pages are more prominent for them in driving users to their sites.
You can also switch views between Organic and Paid search competitors too.
FAQs
Q: Search Overview used to be split with separate Paid and Organic feature pages. Can I keep using this experience?
A: No, this will be the default experience for all customers moving forward and the separate paid and organic pages will be sunset.
Q: I can’t see the Overview Insights when I am comparing more than one site. Why not?
A: The insights and data are still available but with a different view. When switching to compare mode (comparing +2 more sites), every Overview Insight a user sees when looking at a single site becomes a ‘widget’ (it's still there, just looks different).
Q: Does the ‘1-3 pages rank’ have desktop-only data?
A: Yes. The Rank 1-3 widget shows users the efficiency of the competitor's organic search strategy. This metric is currently only for desktop use, in line with the Ranking Distribution page in Search Intelligence.
Q: What are the sources of data I see in the new page overview?
A: It uses a mix of data from Marketing Channels and Search 3.0 data.
Q: Does the new page support Year over Year or Period over Period analysis?
A: No, however, we show YoY as the default change where possible. We cannot display the YoY change whenever a period longer than 6 months is selected.
Q: How much history do we have on the Paid Search insights?
A: We provide Paid Search data from January 2023, 12 month at a time.
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