The Search Overview page helps you view key metrics to help you understand the popularity of your site versus your competitors, along with the channels bringing traffic to the sites.

You can see:

  • 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.

Search Traffic Insights

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.

Search Traffic & Engagement

This section shows traffic generated to the website by organic and paid search and key engagement metrics related to those visits.

In the graph, you can see:

  • 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 the tabs, you can see the breakdown of:

  • 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.

Search Sources

Here you can see:

  • Traffic by search engines: Breakdown of search traffic by search engines, such as Google, Yahoo, Bing, etc.

  • Traffic by search type: Breakdown of search traffic by search types, such as regular search, news, image, video, shopping, and maps.

  • Top Organic Competitors: Breakdown of the top organic search competitors, including the Search Overlap Score.


  • You can see summaries/hints of different types of keywords that can be discovered. Clicking the link within these tips will take you to more in-depth insights with relevant filters already selected.

  • You can export to Excel or download a PNG file for use in a presentation, email, etc.


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).

Feature Location

Digital Marketing > Competitive Analysis > Search > Overview

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