The Search Overview page provides many key metrics that give insight into the popularity of your site versus your competitors, along with a competitive view of the channels bringing traffic to the sites. Visibility into Keyword search analysis and insights are also provided on the Search Overview page.
From Marketing Intelligence > Competitive Analysis, enter a website you would like to analyze.
From the left sidebar, select Search > Overview.
The Search Overview page contains several modules of metrics and insights.
Whether users are searching for a specific brand name or a specific search term, you can decide to use generic or branded keywords to capture a wide range of customers and increase your conversion opportunities.
The Search Traffic Insights offer quick and easy-to-digest insights on significant fluctuations and traffic trends in key search channels, offering you a significant and compelling starting point to begin analyzing changes in those specific channels over time.
These insights surface significant spikes, drops, and trends for Search Channels (Paid and Organic), Branded Traffic and Engagement, to highlight main insights.
The Search Traffic & Engagement table shows traffic generated to the website by organic and paid search and valuable engagement metrics related to those visits.
There are four tabs along the top of the table. Use the tabs to view:
Note: Toggle Month to Date to gain valuable insights. Understand trends to date for traffic and engagement metrics per channel to adjust and optimize your acquisition strategies.
In addition, the three filters can be use to view:
Organic and Paid: View a breakdown of the organic and paid traffic.
Branded and Non-Branded: Understand a company’s overall marketing strategy.
If the focus is on branded keywords, this would indicate a company is strengthening its brand with its existing customer base. If a company is trying to broaden its audience, it will focus on non-branded keywords.
All Search Types: See how certain search traffic types are performing over time. This includes regular search, news, image, video, shopping, and maps.
This will allow you to see where your competitors are focusing their efforts and how effectively these channels are performing.
Note: When selecting a specific filter, you cannot use other filters.
See a breakdown of search traffic by search engine traffic source, such as Google, Yahoo, Bing, etc.
In the Keyword sections of the overview page, the FInd New Keywords features share valuable keywords insights and provide easy access tools that help identify and qualify new keyword opportunities.
Top Organic Keywords module:
Highly Competitive Keywords module:
What does Syndicated traffic mean?
In Traffic by Search Engine, you may see the result Syndicated. Search Syndication stands for 3rd party domains held by companies that have a search revenue share contract with search engine providers (e.g., Google, Bing, Yahoo, Yandex, Baidu, etc.).
These 3rd party companies distribute different software-like extensions, toolbars, desktop apps, etc., and change the user's search pages to their own search domain (i.e., changing the user's default search, new tab, or the home page on the user's browser).