The effectiveness of your traffic from referrals can be a key contributor to revenue. For example, referrals are the second largest source of traffic to sites in the Shopping (General Merchandise) category.
In this guide, we will show you how to identify potential referral partners. In the next two guides, we will show you how to qualify the potential partners you have uncovered as well as how to track and optimize your affiliate relationships.
There are four distinct ways to discover potential affiliate partners for your brand:
- Discover the Affiliates Sending Traffic to Your Competitors
- Discover Similar Sites to the Affiliate Partners You Already Have
- Identify the Websites Receiving the Most Traffic from Important Keywords
- Identify the List of Websites Referring Traffic to your Category
Discover the Affiliates Sending Traffic to Your Competitors
- From anywhere in the SimilarWeb platform, use the search bar to look up your own site and use the Compare button to add up to four more of your competitors’ sites for comparison.
- Use the time frame and country filters to focus your search
- On the left-hand menu bar, under “Referral Traffic” click on Incoming Traffic to see the websites sending traffic to the group of your competitors and the relative proportions of traffic each site sends to the members of the group.
- Use the competitive filters ‘Referral Opportunities’ to see which affiliates are sending traffic to your competitors, and not to you.
Any site sending traffic to one or more of your competitors, but not to you, represents a potential new partnership opportunity.
- Total Group Traffic Share indicates the significance of each affiliate to the whole group you have created.
- Competitive Traffic Share shows you the proportion of traffic each referring domain sends to the members of the group.
Discover Similar Sites to the Affiliate Partners You Already Have
Another way to discover new potential affiliates with SimilarWeb is to review your existing affiliates and learn more about who their competitors are.
- While viewing your own site, go to Incoming Traffic under “Referral Traffic” to view the list of sites that send traffic to your domain.
- Select a site from the list to learn about the website’s performance.
- While viewing the Website Performance page, on the left-hand menu bar, select Competitive Landscape under Overview to see a list of similar sites.
Identify the Websites Receiving the Most Traffic from Important Keywords
Your most effective affiliate partners will be putting effort into attracting traffic based on the most relevant keywords for your brand. Making an offline list of the keywords that are most likely to fit your brand will enable you to discover which referral sites are generating the most traffic for each keyword.
- In the Research module, navigate to Search Keyword Analysis
- Start by typing a keyword in the search bar. Use the New Keyword Group to create a group based on your keywords, once you are done, click Save and View Group
- Once you enter your keywords, you can filter the results by Organic, Paid and Mobile traffic under the “Keyword Competitors” tab on the left of the page, to find the potential partner in each case that is right for your needs.
INSIGHT Additional Tips for Creating Keyword Lists
- Go to Website Analysis under the Research tab to look up your competitors.
- On the left-hand menu bar, go to Keywords under Search Traffic to reveal the top performing keywords generating traffic to each site.
- You can focus this list by typing anything into the search bar. The list will update to feature only keywords that include your additional term.
- Add these keywords to a keyword group by clicking on the grey box to the left of each word and then clicking on the Add to Group box.
Identify the List of Websites Referring Traffic to your Category
You can create a list of the top referring domains that send traffic to your industry and market to discover potential affiliates and partners.
- Use the Research tab in SimilarWeb and click on Web Category Analysis to select your industry from the drop-down list.
- On the left-hand menu bar, under Overview, click Traffic Channels. Then select Referral in the sources filter to see the list of referring sites sending traffic to your industry.