Use the Competitive Traffic Filters to discover keyword opportunities, wins, and losses. You can also find highly competitive keywords and the keyword overlapping with the competition. The filters are available on the Keywords report within the Search Intelligence module.
When conducting competitive analysis of search traffic, it's important to understand everything you can about the keywords driving traffic to your competitive set.
By applying these competitive filters to the keyword results, Content Managers, Paid Search teams and SEO can gain insights to help them optimize keywords, landing pages, and site contents.
Competitive Traffic Filter Options:
-
- Opportunities: Identify keywords where your site (or the primary site) is getting some traffic, but the competitors are receiving more.
- Losses: See the keywords where your site (or the primary site) is receiving minimal to no traffic, but the competitors are getting traffic for them.
- Wins: Highlights the keywords where the primary site is getting the majority of the traffic share out of the competitive set.
- Highly Competitive: Identify the terms that are driving a fair amount of traffic to the primary site, while also driving a fair amount of traffic to at least one of the other competitor sites.
- Overlapping: Shows all the keywords driving traffic to the primary site and at least one of the other competitors.
With these filters, discover the opportunities, wins, and losses in keywords search traffic.
Tip: To effectively compare and capture keyword search traffic, compare similar-sized sites to surface keywords from your competitors that you can use to grow your market share.
-
In the Search Intelligence > Website Keywords > Keywords report, enter a website. Click +Add site for keyword gap and add up to 4 competitors.
-
From the left navigation menu, go to the Keywords or Keyword Phrases page.
-
The Keywords table has several filters to help derive a variety of insights. The competitive filters are in large boxes below the parameter drop down menus, and they immediately provide insight into how many opportunities, losses, etc. that there are for the primary site chosen.
TIP: If you're comparing your own site to competitors, make sure you select your site first. The insight from the competitive traffic filters are based on the primary site selected.
-
Keyword Opportunities
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 the below example, you can see the keywords driving significantly more traffic to Bose (the green) than to Sony (the navy blue).
-
Keyword Losses
Applying this filter shows a list of keywords driving traffic to your competitor's site, but not to yours. The table lists non-branded keywords from which your website is receiving 0-1% traffic share.
In this example, the table lists keywords driving traffic to other news sites, but little to no traffic to NYTimes. This could indicate to NYTimes content or news that people are interested in that they should start writing more about. Keep in mind that for this filter, you might want to apply the non-branded filter in the drop down above.
-
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 the screenshot below, Best Buy (the navy blue) wins the vast majority of search traffic for the keywords shown against competitors New Egg, BH Photo and Video, and Microcenter. Note how the top three keywords are Apple products.
-
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 top news stories of December 2024) where we see top news site like NYTimes, CNN, and The Guardian are winning traffic for. Seeing shared traffic like this (note the Competitive Traffic Share column) is an indicator of overall popular searches in news during this time period.
-
Overlapping
Shows all keywords sending traffic to the target site and any of the other selected sites. This broadens the range of the "highly competitive" filter, where we are showing keywords that the target site is receiving anywhere from 1% to 99% of the traffic share.
If you're an SEO manager, use the filters to
-
Instantly conduct a competitive analysis for your search engine optimization and marketing efforts
-
Instantly view keywords that can bring in new traffic (Keyword Losses filter)
-
Understand where you're losing traffic to your competitors (Keyword Opportunities 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
-
Understand which keywords to bid on for maximum ROI (Keyword Losses 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
Search Intelligence > Website Explorer > Keywords
Comments
Please sign in to leave a comment.