Competitive Traffic Filters

The Keywords and Keywords Phrases page in the Research module surfaces all the keywords that drive traffic to the analyzed website(s). Gaining a comprehensive view of all the search terms helps you understand market share and discover ways 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 strategy and understand what's working (and what's not!). 

In this article, we'll cover these questions:

Where can I find the Competitive Filters?

Location: Website Analysis > Search Traffic > Keyword/Keyword Phrases

With the competitive traffic filter, you can discover keyword opportunities based on competitive traffic share.

To filter by competitive traffic:

  1. From the table, select the Competitive Traffic filter.
  2. From the dropdown list, select from the following:
    - Keyword Opportunities: Find the keywords the competitors are getting traffic for, that the analyzed site is not.
    - Keyword Losses: Find the keywords the analyzed site is losing out to its competitors.
    - Keyword Wins: Find the keywords driving the majority of traffic to the analyzed site compared to its competitors.
    - Highly Competitive Keywords: Find the keywords both the analyzed site and its competitors are competing for.
  3. If you want to create a custom filter, select Custom Competitive Traffic Filter.
  4. Add competitors and slide to the percentages you would like to analyze.
  5. When finished, click Apply.
⭐ What is the value?

The competitive traffic filter enables SEO, Paid Search, and Content Managers to optimize the right keywords, landing pages, and content. It allows you to extract more insights from the keyword phrases table and quickly gain a firmer understanding of strengths and weaknesses in your search strategy.

What insights can I extract from the Keyword table? 

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. 

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

Compare apples to apples. To effectively gather 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. 

Let's try out the different Competitive Traffic filters and review them.
Don't forget to click "Apply" to trigger the filter in the keyword results in the table. 

  • Keyword Opportunities 
    Great to track down the keywords your competitors are getting traffic for, but you are not. In the table, you'll see non-branded keywords your website is receiving 0-1% traffic from in comparison to the competitors you defined. 

    In this example, you can see the keywords that Target and Costco are receiving traffic from. Walmart could start targeting the search term "gift ideas" to bring in new traffic, and grow traffic share. 

  • Keyword Losses
    Offers direct insight into the keywords you are pursuing to drive traffic to your website but are losing to your competitors.  In the table, you'll see keywords your website is receiving 1-20% of traffic from, compared to the competitors you defined.

    In this example, you can see the keywords driving significantly more traffic to CNN than the NY Times. The NY Times is pursuing these keywords, but not aggressively enough- and so they're losing this traffic to CNN.  

  • Keyword Wins
    Helps you gain a bird's eye view of the keywords that drive traffic to your website. This means you own a certain segment of traffic. In the table, you'll see keywords your website is receiving 80-99% of traffic from, compared to the competitors you defined.

    In this example, you can see Zara owns most of the traffic coming "faux fur coat" and "puffer jacket". They should make sure to keep their traffic for these keywords and keep an eye out for any competitor trying to gain traffic share.  

  • Highly Competitive Keywords
    Monitor the keywords you and your competitors are trying to get traffic from. In the table, you'll see the keywords all the analyzed websites are gaining significant traffic from.  

    In the example below, you can see a full list of keywords (in this case, these represent mostly courses) that Coursera, EdX and Udacity are gaining traffic from. If you're another online learning institution looking to break into this market, these are the keywords you should be creating content around. 

  • Custom Competitive Traffic Filter
    If you want to track specific traffic share percentages, you can fine-tune the traffic share distribution amongst the analyzed websites and build your own competitive traffic filter. 

    For example, Alibaba might have a specific use case in mind whereby they want to see the keywords bringing in some traffic (0-65% traffic share) to Alibaba but Aliexpress brings in more (65-99% traffic share). And it turns out, Alibaba Express is keyword sending more traffic to Ali Express! 


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 
  • Instantly view keywords that can bring in new traffic (Keyword Opportunities filter)
  • Understand where you're losing traffic to your competitors (Keyword Losses filter)
  • Develop keyword and topic lists with keywords to target 
  • Monitor your share of voice (Keyword Wins filter)
  • Optimize the content on your website, marketing collateral (think video, social media, email marketing) and landing pages accordingly

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

  • Analyze competitor paid campaign strategies 
  • Understand which keywords to bid on for maximum ROI (Keyword Opportunities filter)
  • Develop keyword and topic lists with keywords to target 
  • Monitor your share of voice (Keyword Wins filter)
  • Optimize the copy on your landing pages

Log in to the SimilarWeb platform to try it out!  

Next steps in SimilarWeb:

  • Create or add the Keywords you found to a Keyword Group 
  • Add the table to a Dashboard to monitor and receive alerts if something changes
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