Build your content strategy with data-driven insights to drive search traffic to your site and keep visitors engaged. Optimize your site content to answer the questions they have and engage on topics they care about.

Imagine: You make a connection with someone. 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. Using Similarweb ‘s suite of SEO tools, you can identify what consumers are looking for and use those insights to build your content marketing strategy.

Discover content topics that resonate with my audience

Building a winning content strategy starts by understanding what content resonates with your audience.

Discover the topics your target audiences are searching for, or in other words, find the search terms that are already driving traffic to your competitors.

  1. In the Competitive Research tool, enter a competitor's website. Click +compare and add up to 4 competitors. Then, from the sidebar menu, navigate to Search → Keywords.

  2. Review the list of Search Terms and see what potential customers are interested in and what's driving them to your competitors.

    Find the keywords that resonate with your audience

    Use the filters to discover:

    • "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 more information on available Keyword filters, visit Search Keywords.

  3. Next, navigate to Organic Pages to learn more about your competitor's holistic content marketing strategy. On this page, filter by competitor and view URLs ordered by traffic share.

    Top Organic Pages
  4. Note any recurring themes, topics, or patterns on those organic landing 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 the right of the URL to view the webpage and review the content.

  5. 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.

    View the keywords driving traffic to top organic pages

    Tip:  As you discover new keywords to target, select them and Create a Keyword List to organize, analyze, and monitor these terms.

Discover keywords are trending in my industry

You've successfully snooped on your competitors keywords - but what if they're missing out on something hot in your industry? Let's take a look.

  1. In the Acquisition Channels module, under Search, select Keyword by Industry and choose your industry.

  2. 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.

    Keywords by Industry
  3. The table shows the list of top search terms for the selected industry, along with qualifying search and traffic metrics.

    Identify what's on the leaderboard, 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.

Plan for seasonal keyword trends

It's never too soon to map a strategy that takes advantage of seasonal trends. Using Keyword Seasonality insights, discover which keywords are driving traffic seasonally and tailor your strategy to catch that wave.

  1. In the Keyword Research tool, select the Keyword Seasonality feature and choose your industry. Set the time frame and geographic region for the analysis.

  2. Set the filters to Non-Branded to view brand-agnostic terms. The table shows the list of the top search terms for the selected industry and highlights the peak months in which the keyword generated the most traffic.

    View seasonal keywords by industry

    Scan the list of keywords and select any terms of interest and add them to a keyword list. Refine your search by filtering 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.

    View Google Search trends over time

Discover high-quality content partnership opportunities

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.

  1. Within the Acquisition Channels module, go to the SEO section and select Keyword Analysis. Choose one of your existing keyword lists to analyze.

  2. On the Keyword Overview page, you see the full list of competitors across the various traffic types - Organic, Paid, and Mobile.

    Keyword Overview

    Who's winning traffic for these keywords? Is there a clear industry thought leader across the category?

  3. Starting with Organic Traffic 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.

  4. To zero in on publishers, set the Website Type filter to Content Publishing Sites. Review the list of publishers 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?

Use Keyword Comparison to refine your research

The Keyword Comparison tool lets you benchmark up to 5 keywords or keyword groups and get all the relevant metrics in one place.

  1. From the Acquisition Channels module, click Keyword Comparison. Select up to 5 keywords or keyword groups to analyze.

  2. Compare metrics like search volume and monthly visits to discover how your selected keywords trend over time.

    Using this view, you can easily find insights about keywords that are the most valuable to your audience, and prioritize your content list according to the search terms that trend highest.

Was this article helpful?
9 out of 16 found this helpful