You make a connection. Next thing you know, you're sitting across from each other and then… nothing. No common ground, no good conversation, and the sparks fizzle. See you never.
We're not talking about a Bumble date gone wrong. We're talking about a content marketing strategy gone wrong. And nobody wants that. If a customer makes it to your site, you've got to be ready to answer the questions they have and engage on topics they care about.
So, how can you identify what consumers are looking for and use those insights to build your content marketing strategy and drive more traffic?
In this guide, we'll show you how to use Similarweb to:
Start by finding the topics your target audiences are searching for, and a good place to start -- find exactly what's already driving traffic to your competitors!
In the Competitive Analysis module, enter a competitor's website. Click the +compare button and add up to 4 competitors.
Then, from the sidebar menu, Navigate to Search → Keywords.
Review the list of Search Terms and see what potential customers are interested in and what's driving them to your competitors.
Get a good look at the list of top search terms to find topics that align with your business. Use the filters to discover:
"All" - the top 1,000 popular pages per month during the selected time frame
"Newly Discovered" - pinpoint new topics, i.e., content that only generated page views in the last month of the selected time frame.
"Trending terms" - identify the pages that experienced a significant increase in page views compared to the previous month.
"Question Queries" - Question searches often indicate high intent. Identify the questions audiences are asking and where those questions are answered in the Destination URL column.
Tip: For some terms and questions, you may see a decline in Traffic Change (MoM). Sort by the Change column to view terms in order of highest, positive Traffic Change.
Next, navigate to the Top Organic Pages to learn more about your competitor's holistic content marketing strategy. On this page, filter by Competitor and view URLs by Traffic Share .
The list of URLs shows the pages that are receiving the most organic traffic. Note any recurring themes, topics, or patterns on those pages. Use the Newly Discovered and Trending Pages filters to find new and trending topics that you don't want to miss out on.
Note: Use the icon to launch the URL to view the webpage and review the content.
Click All Keywords next to a URL of interest and discover all the keywords driving traffic to that content. These keywords are the key to unlocking what audiences are searching for.
Tip: As you discover new keywords to target, select them and Create a Keyword List to organize, analyze and monitor these terms.
You've snooped on your competitors. But what if they're missing out on something hot in your industry? Let's see.
In the Keyword Research module, select Keyword by Industry and choose your industry. On the Keywords by Industry page, set the time frame and geographic region for the analysis. Set the filters to Non-Branded to view brand-agnostic terms.
The table shows the list of Top 100 Search Terms for the selected industry and many qualifying search and traffic metrics.
What's on the leader board, and how is it trending? What content are people hungry for?
Tip: Check out this short video tutorial on finding search trends in your industry using Similarweb.
It's never too soon to map a strategy that takes advantage of seasons trends. Using the Keyword Seasonality insights, discover which keywords are driving traffic seasonally and tailor your strategy to catch that wave.
In the Keyword Research module, select Keyword Seasonality and choose your industry. On the Keywords Seasonality page, set the time frame and geographic region for the analysis. Set the filters to Non-Branded to view brand-agnostic terms.
The table shows the list of Top 100 Search Terms for the selected industry and highlights the peak months in which the keyword generated the most traffic.
Scan the list of keywords and select any terms of interest. Create seasonal keyword lists. Refine your search by viewing results by month and build a keyword list for each season.
Tip: To see historical trends from the past three years, click the down arrow to the left of the keyword. That will populate an embedded Google Trends Graph that will show you search interest over time.
As part of your content marketing strategy, you may want to scope out some new affiliate partnerships. Top publishers, review sites, and influencers in your industry can help you build credibility and advance your goals across the funnel -- from building awareness (TOFU) to sealing the deal (BOFU).
Identifying which domains are top competitors for your keywords is a great place to start.
In the Keyword Research module, select Analyze Keywords. Choose one of your existing keyword lists to analyze.
On the Keyword Overview page, see who your top competitors are for the analyzed keywords.
Who's winning traffic for these keywords? Is there a clear industry thought leader across the category?
Next, see the full list of competitors across the various traffic types - Organig, Paid, and Mobile. C See All Competitors.
Starting with Organic Competitors, view Traffic Distribution across the Top Ten Domains capturing the most traffic from your keyword list. Hover over the graph to view domain data for a specific month.
To zero in on publishers, set the Website Types filter to Content Publishing Sites. Review the list of publisher domains with receiving traffic share.
Are there domains that have a large Traffic Share and % Change? If so, look at what's driving that surge. Is that something you could partner with the publisher on? great