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.
In this guide, we'll show you how to use Similarweb to:
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.
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In the Search Intelligence > Website Keywords > Keywords report, enter a competitor's website. Click +Add site for keyword gap and add up to 4 competitors.
- Select Organic Traffic from the tabs across the top.
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Review the list of Search Terms and see what potential customers are interested in and what's driving them to your competitors.
Use the filters to discover:
- 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.
Tip: For more information on this report, visit Using Website Keywords. You can also learn more about the Competitive Traffic Filters here.
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Next, navigate to Landing 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.
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Note any recurring themes, topics, or patterns on those organic landing pages. Use the Clicks Change drop down menu to find new and trending topics that you don't want to miss out on, or to see what is no longer trending and pages that have actually lost clicks.
Note: Use the icon to the right of the URL to view the webpage and review the content.
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Click All Keywords next to a URL of interest and discover all the keywords driving traffic to that specific page. 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 successfully snooped on your competitors keywords - but what if they're missing out on something hot in your industry? Let's take a look.
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In the Market Research module, select Market Analysis and choose your market or custom industry.
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Once the Overview report loads, navigate to Demand Trends from the lefthand menu. The filter will already be set to Non-Branded to view brand-agnostic terms. Note that you might have to exclude brands like "iPhone" for example, which will slip through the branded filter based on the URL. Sometimes, you might need to include a keyword for a specific product as well.
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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? What do we see with a big increase in traffic? What is the trend of these keywords?
It's never too soon to map a strategy that takes advantage of seasonal trends. Using Demand Analysis, discover which keywords are driving traffic seasonally and tailor your strategy to catch that wave. With this report, you can also get an overall understanding of the rising or falling demand of the product (or brand or topic) overall.
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In the Demand Analysis tool, which is found under Market Research, select from the Keyword Lists below, or input a keyword you'd like to analyze and a list will automatically be generated for the report (and will be available for subsequent use).
- Select the date range, time period comparison (if available or needed), and the country filter (if available).
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Immediately you'll see the Demand Size (total search volume) and the trend of these keywords overall. Scroll down slightly and you'll see the top keywords and their performance.
Scan the list of keywords and select any terms of interest and add them to a keyword list. Refine your search by sorting by the change column. You could select the keywords here for a Keyword List to stay on top of the currently trending keywords that people are searching for.
- Compare Keyword Lists to get a deeper understanding of how products or brands might compare in search popularity. While analyzing one group at a time is crucial to understand the growth of certain keywords and the overall demand for a product, brand, or topic, being able to compare multiple keyword lists adds pivotal insight to your reporting.
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.
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Under the Search Intelligence module, under Keyword Explorer, you'll find the SERP Players report. (However, the above report, Demand Analysis, has a direct link to this report as well.)
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You'll first see top stats around this Keyword List: the Total Search Volume and the Total Clicks over the past 12 months. Click on the Organic Traffic tab to see the respective stats.
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With the Organic Traffic tab selected, scroll down to view theOrganic Clicks Over Time across the top domains capturing the most traffic from the selected Keyword List. You can change the range with the 1M, 3M, 6M, or 13M picked in the top left corner. Hover over the graph to view domain data for a specific month and to benchmark the selected sites. To the right, you can select and de-select from the top 100 domains.
Who's winning traffic for these keywords? Is there a clear industry thought leader across the category? If there is a site that wins a lot more traffic, like YouTube in this case, it might be helpful to de-select them to see how the rest of the industry fares. -
Scroll down some more to see the Total Traffic Breakdown for the selected month. 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, see which keywords are driving that surge by clicking on the All Keywords drop down menu next to the site. Are there sites in this list that you could potentially partner with?
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