Marketing Workspace

 

The Workspace provides the ability to customize a work environment based on your specific competitive landscape. You will be able to:

  • Benchmark your property against the competition
  • Identify growth opportunities, threats, wins and losses
  • Surface valuable insights to optimize search and affiliate activities

 

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Where can I find the Workspace in the Marketing Solution?

The Workspace is the default homepage when you log in to SimilarWeb’s Marketing Solution.

First Things First - Create your Arena

Click on the Get Started button and add the URL of your site or the primary domain that you wish to analyze. Add up to four competitors by selecting them from the suggested options or by typing each URL into the Add Competitors field.

Now you can view and monitor your traffic against competitors from three distinct angles with three distinct tabs:

  • Strategic Overview
  • Organic Search Overview
  • Referrals Overview

Strategic Overview

Benchmarking Your Arena by Visits and Engagement

In the Strategic Overview tab you can benchmark your traffic over time against the other sites in your Arena. You can view traffic to each site in the group in absolute numbers or as a percentage of the whole. You can group traffic, daily, weekly or monthly. You can also compare engagement stats for the site in your Arena including time on site, pages per visit and bounce rate.


This will enable you to understand your position with regard to your competition:

  • Who is the leader in your Arena?
  • What is the gap between you and your competitors?
  • Are you growing at the same rate as your competitors?

These questions are essential for establishing your own KPIs.

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PRO TIP:

You can benchmark all visits or only unbounced visits by toggling the check box. Looking at unbounced visits focuses the insights on the volumes of traffic that are more likely to lead to conversion as the visit takes in more than just the page the user landed on.

Unbounced Visits
A bounced visit is a visit to a domain that includes no more than the single page the visit began on. An unbounced visit, therefore, is any visit to a domain which includes at least two pages within the same domain.

Benchmarking your Arena By Traffic Source

SimilarWeb is able to provide a granular view of channel distribution to any site. In this graph, you will be able to see the proportion of traffic each site in your Arena receives from each of the seven traffic sources (Direct, Organic Search, Paid Search, Referrals, Display Ads, Email and Social).

You can check the "Benchmark to..." box to see how your competitors perform relative to your site in each of the channels.

Once again you can toggle between all visits or unbounced visits only which offers a view of traffic by a source with higher conversion intent.

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Benchmarking Engagement Metrics by Device

Audience behavior is different by device (mobile or desktop). Here you can slice the engagement metrics for each site in your Arena by desktop, mobile or both, where you display the stats for each device next to each other. Use this analysis to understand which one of your engagement metrics can be improved. 

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Finally, you have the ability to create and design your own dashboards. You can select one the pre-defined dashboards or create one from scratch using the Dashboard Gallery.

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Organic Search Overview

Identify Growth Opportunities with Keyword Recommendations

In the Organic Search Overview tab, you can see an overview of a domain’s overall organic performance against the competitors you selected. This allows you to quickly identify opportunities for growth at a glance. You can also use this page as a jumping-off point to all of SimilarWeb’s organic search insights & capabilities.


From here you can see:

  • How much traffic your competitors are driving to their site with organic search compared to your domain
  • How much of this traffic is driven by branded vs. non-branded keywords
  • What is the quality of that traffic based on engagement metrics like pages per visit, bounce rate, and average visit duration
  • Is the trend increasing or decreasing over time, in daily, weekly or monthly granularity

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Once you have benchmarked the performance of your traffic coming from organic search, you can move on to view your keyword opportunities, weaknesses, threats and strengths.

  • Keyword Opportunities
  • Keyword Losses
  • Highly Competitive Keywords
  • Keywords Wins

You can read more about our competitive filters here.

In each table, we quantify the size of the opportunity by calculating the number of keywords sending traffic to your competitors, but not to you and the volume of that traffic. Use this to assess the expected impact of your efforts.

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Referrals Overview

Identify Growth Opportunities with Referrals

On the Referrals Overview tab, you can look at the incoming traffic to your domain vs. your competitors. Referrals include traffic from affiliates, links, and content partners and traffic from direct media buying or news coverage.

From here you can see:

  • How much traffic your competitors are driving to their site from referrals compared to your domain
  • What is the quality of that traffic based on engagement metrics like pages per visit, bounce rate, and average visit duration
  • Is the trend increasing or decreasing over time, in daily, weekly or monthly granularity

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Once you have benchmarked the performance of your traffic coming from referrals, you can move on to view your referral opportunities, weaknesses, threats and strengths.

  • Referral Opportunities
  • Referral Losses
  • Highly Competitive Referrals
  • Referral Wins

You can read more about our competitive filters here.

In each table, we quantify the size of the opportunity by calculating the number of referring domains sending traffic to your competitors, but not to you and the volume of that traffic. Use this to assess the expected impact of your efforts.

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Tools

Create and Monitor Your Keyword List

Within your Workspace you can find keyword ideas based around any topic, product or category. You can group keywords into manageable clusters to make more effective comparisons.

From the menus on the left-hand side, select Keyword List and choose one of two ways to populate your list.

  1. Enter a Keyword List - Add keywords manually or paste a pre-prepared list
  2. Keyword Generator – select a seed keyword and a territory to generate a list of phrase-matched or related keywords

Identify the Winning Domain for Each Keyword

Once you have the list of keywords you want to analyze, you will be able to see the individual domain that receives the largest volume of traffic for each keyword on the list.

Benchmark Keyword List Against your Arena

You can also take the same list of keywords you have identified and analyze your share of voice for each keyword against the other members of the competitive set in an Arena.

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Create and Monitor a List of Websites

Within your Workspace you can create and save a list of websites which may represent a number of groups of sites, such as existing affiliates, potential affiliates or affiliates of your competitors.

With each list of websites you can monitor performance and benchmark your share of voice against the other members of a competitive set from an arena.

To create a list of websites select Add Website List from the menu on the left-hand side. Enter or paste in the list of URLs you want to include.

Identify the Winning Domain for Each Website

Once you have the list of websites you want to analyze, you will be able to see the individual domain that receives the largest volume of traffic from each website in the list.

Benchmark Website List Against your Arena

You can also take the same list of websites you have identified and analyze your share of voice for traffic from each website against the other members of the competitive set in an Arena.

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