Search Traffic & Keywords: Understanding The Organic Traffic To Any Website

How to use Similarweb to understand search traffic and keywords for any website?

Similarweb enables you to discover the keywords driving the most search traffic (not just the search volume) to your competitors, providing the foundations of good SEO & PPC campaigns. When done right, this fundamental activity can help rank your pages for more keywords and consequently get you more traffic. Below we describe how you can find and choose keywords and topics that will produce the most organic and paid search traffic for your website.

The Keywords and Keyword Phrases pages in the Research module surfaces all the keywords or phrases that drive traffic to your analyzed website(s). Gaining a comprehensive view of all the search terms helps you understand market share and discover ways to optimize the content on your website, landing pages, and ad campaigns.

What's more, the filters on this page allow you to extract deeper insights on your SEO and PPC strategy to understand what's working (and what's not!).

In this article, we'll cover these questions:

Where can I find the Keywords page?

Under Research → Search Traffic, you can find the Keywords page.


What data can I see on the Keywords page?

The Keywords page offers a list of all the keywords driving traffic to any website. By adding competitors in your market, you can discover the best keywords for your site, for example, find the keywords that are driving your competitors' search traffic and use them to drive traffic to your own site!

This is an integral step in the process of uncovering keywords to use for SEO and PPC campaigns.

Can I see weekly data?

If you have access to our premium feature, you can see weekly keyword data for a specific week or the past 7 days. This helps with real-time campaign optimization - no need to wait a month to see how keyword traffic shares change. This new metric enables you to view data, week over week to see changes. In addition, users can easily uncover more long-tail keyword opportunities because with this feature we can provide many more keyword results.

What insights can I extract from the Keyword table?

The filters on the Keywords page can help you slice and dice the keyword data to offer a sharper understanding of the keywords driving search traffic to you and your competitors.

Once you select a filter, don't forget to click "Apply".


Filter by:

  • Organic and Paid KeywordsOrganic Keywords help you understand search intent that should inform your SEO and content strategy while Paid Keywords allow you to see what keywords your competitors are bidding on

  • Branded and Non-Branded KeywordsBranded keywords give you insight into how strong your brand is, and help you understand how well your competitors' brands are doing.

  • Search EnginesDepending on your market, you might want to filter by the search engine most popular with that user segment.

  • Search TypeIf you receive a lot of traffic from specific search channels (i.e. images, news, maps, etc.), you'll want to understand what is the research intent.

  • Competitive Traffic filtersIf you add a competitor to the mix, you'll see an additional filter "Competitive Traffic". This filter helps you discover the keyword opportunities and highly competitive keywords for a defined group of websites you chose to analyze.

    Once you add a competitor, you'll see several filters that help you surface the most effective search terms to target based on traffic share.

    Deep dive into Competitive Traffic filters here. This feature offers a lot of great insights that are indispensable to boost your SEO strategy.


PRO TIP: Are you a small or medium-sized business?

Compare apples to apples. To effectively discover the keywords larger competitors gain traffic from, compare them to one another. This way you can surface keywords from your competitors that you can use to grow your market share.

How can I use these insights in my daily work?

If you're an SEO manager, use the filters to

  • Instantly conduct competitive analysis for your search engine optimization and marketing efforts (Competitive Traffic filters)

  • Learn who your rivals are in organic and paid search results (Organic & Paid Keyword filter)

  • Instantly view keywords that can bring in new traffic (Competitive Traffic filter)

  • Understand where you're losing traffic to your competitors (Competitive Traffic filter)

  • Develop keyword and topic lists with keywords to target

  • Monitor your share of voice

  • Optimize the content on your website, marketing collateral (video, social media, email marketing) and landing pages accordingly

If you're a PPC manager, use the filters to

  • Analyze competitor paid campaign strategies (Competitive Traffic filters)

  • Understand which keywords to bid on for maximum ROI (Competitive Traffic filter)

  • Develop keyword and topic lists with keywords to target

  • Monitor your share of voice

  • Optimize the copy on your landing pages

Next step on Similarweb?

Create a keyword group to save your keyword findings and monitor the keywords you're most interested in!

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