Reveal the keyword strategy for any website. Deep dive into competitor keywords and filter by all the key SEO and paid metrics you need to understand what’s driving traffic to their websites. Uncover search opportunities that can help build your winning digital marketing strategy.

What is the Value of Website Keywords data?

With Website Keywords data, you can reveal the keywords responsible for driving traffic to websites, URLs, or specific subsections. This powerful tool allows users to:  

  • Get a list of all keywords driving traffic to any website.
  • Benchmark against competitors' and see your keyword wins and losses.
  • Understand traffic for each term.
  • Generate ideas to optimize content on your website or ad campaigns.
  • Utilize filters to refine research into SEO and PPC strategies.
  • Rely on the most accurate set of mobile and desktop keyword data available.

  Did you know?

Website Keywords now uses our new Search 3.0 data set. This dataset has vastly expanded coverage of keywords, domains, and covered countries. It allows us to add more filters, metrics and insights to the tool, delivering a more granular and focused analysis, ensuring you always see the most recent and relevant perspective on website keywords.  

Common uses for SEO Marketers:

  • Instantly conduct competitive SEO analysis for search engine optimization and marketing efforts (Competitive Traffic filters)
  • Learn who your rivals are in organic and paid search results (Organic & Paid Keyword filter)
  • Instantly view keywords that can bring in new traffic (Opportunities traffic filter)
  • Understand where you're losing traffic to your competitors (Losses traffic filter)
  • Develop keyword and topic clusters with keywords to target (Create a keyword list)
  • Monitor your share of voice
  • Optimize the content on your website, marketing collateral (video, social media, email marketing), and landing pages accordingly

Common uses for PPC Marketers:

  • Analyze competitors paid strategies (Competitive Traffic filters)
  • Understand which keywords to bid on for maximum ROI (Competitive Traffic filter)
  • Understand how competitive Google Ad placements are going to be for specific keywords (Competition metric in Paid Tab)
  • Develop keyword and topic lists with keywords to target (Create a keyword list)
  • Monitor your share of voice
  • Optimize the copy of your landing pages


 How to use Website Keywords

The Website Keywords tool is found in the Acquisiton Research > Search > Search 3.0 module. It provides a comprehensive analysis of the organic and paid keywords for one website or a comparison of up to five websites.

  1. Enter the primary website. Either view and analyze the keyword results for this website individually or click ‘+ Add’ to compare up to four more sites. Screenshot 2024-06-13 at 16.17.38.png

    Screenshot 2024-06-13 at 16.19.20.png
  2. Using the filters in the upper right, change the time frame so you can view a specific month or the last 28 days to get the most recent perspective on keyword performance.

    Also view period over period change to track performance trends over different time frames.
  3. Select a specific country filter as well as the device type you which to analyze: desktop, mobile or all traffic.

    The All Traffic view provides the combined keyword coverage across both desktop and mobile, giving you a holistic understanding of the keyword landscape for the selected website/s.   

  4. When comparing websites, use the preset Competitive Filters to get quick access to views of keyword opportunities, losses, wins, high competition and overlapping keywords. Use the filters to refine your search, according to your research needs.

  5. When comparing websites, use the Competitive Clicks Share to understand the traffic share distribution of keywords amongst your chosen competitors.

  6. Did you Know? You can also input any longer form URL and select the type of URL structure you want to search for keywords across - helping you refine your keyword search to specific website pages: 
    • Domain: If user enters url with domain ending (e.g. ), input type will be set as Domain
    • Exact URL
    • Prefix: If the user inputs a url that continues after the domain, input type will be set to Prefix 
    • Subdomain: If the user inputs a url that includes a subdomain, but ends in a domain ending (e.g. or, input type will be set to subdomain

      This also works when comparing websites, so you could compare 5 specific blog pages, product pages or pricing pages of your closest 5 competitors to reveal the keywords they are optimizing for.image (22).png


Using the Keyword Filters

  • Include/Exclude Keywords, Keyword Lists and URLs: Fine-tune your research with filters to include/exclude specific keywords, keyword lists or URLs, enabling you to pinpoint the SEO entities you want to prioritize and analyze in more detail.

  • Branded vs Non-Branded:
    • Branded keywords include any query via a search engine that includes the company's name, business, or brand.
    • Non-Branded Keywords: are keywords that do not include the name of the company, business, or brand.
  • Clicks Change: The clicks change filter delivers in-depth insights into the conversion of each keyword, including: Trending, Detrending, Lost clicks, and New clicks.

These filters allow you to properly understand keyword efficacy of the selected websites by identifying keyword trends, anticipating keyword shifts, recovering lost keyword opportunities and seizing new keyword possibilities.  

  Note: The methodology for our Clicks Change metrics work as follows: 

  • Trending: Clicks change >10% and current clicks > 100 
  • De-Trending: Clicks change <-10% and current clicks > 100
  • Lost Clicks: Clicks current month = 0, Clicks previous month is >0
  • New Clicks: Clicks current month is >0, Clicks previous month= 0
How to use the Competitive Keyword Filters

The preset Competitive Keyword filters automatically highlight keyword opportunities, keyword wins and losses, and highly competitive keywords.  

When conducting a competitive analysis of search traffic, it's important to understand everything you can about the keywords driving traffic to your competitive set.

By applying the Competitive Traffic filter to a list of keywords or keyword phrases, Content Managers, Paid Search teams, and SEO managers can gain insights to help them optimize keywords, landing pages, and site content.

  • Opportunities: Show non-branded keywords that the primary site traffic share is between 1% to 20% and volume > 10
  • Losses: Show keywords that the primary site traffic share is lower than the traffic share of all the other competitors and greater than 0% and volume > 10
  • Wins: Show keywords that the primary site traffic share is greater than the traffic share of all the other competitors and greater than 0% and volume > 10
  • Highly Competitive: Show keywords that the primary site traffic share is between 20% and 60% and volume > 10
  • Overlapping: Show keywords that the primary site traffic share is between 1% and 99%


Accessing Paid Traffic Insights

Alongside the Organic Traffic Tab for Website Keywords, you'll see the Tab for Paid Traffic. 

Screenshot 2024-05-16 at 14.34.03.png

The Paid Traffic data set gives marketers the complete picture of the SERP, enabling you to to:

  • Jump on trends by monitoring keywords driving clicks within the last 28 days
  • Allocate budgets strategically by revealing holistic paid and organic opportunities
  • Replicate competitor strategies, by uncovering which keywords are driving clicks for them
  • Assess your competitive landscape before bidding, by understanding the competitive index for every keyword

Paid Website Keywords also includes a new metric - Competition. This Google Ads metric indicates the competitiveness of ad placement for each keyword, helping users gauge the level of competition and adjust their bidding strategies accordingly.


Key Metrics & Insights

Keywords: Words searched for by users in search engines that drove traffic to the analyzed site.


The estimated number of clicks the keyword is sending to the analyzed website.
Change: The month-over-month change or change between the last 28 days of clicks. "New" refers to keywords which did not receive clicks the previous month and started receiving clicks in the selected month. "Lost" means there were clicks in the previous month, but none in the selected month. 
Desktop/Mobile: The percentage of clicks that were attributed to desktop or mobile devices for the keywords. 
Keyword Difficulty: A measure of how difficult it would be to rank on the top 20 results of the Google SERPs for this keyword in the selected country in the previous month we have data for. 
Paid Competition: "Competition" is a Google Ads metric that indicates how competitive ad placement is for a particular keyword. It is determined by the number of advertisers bidding on each keyword. In essence, a higher competition score suggests that more advertisers are competing for ad placement using that keyword.
Intent: An estimation of what people searching for this keyword are trying to achieve.
Competitive Traffic Share: Distribution of traffic between the analyzed websites.
Volume: Actual number of monthly searches for the analyzed keyword(s) in Google for the selected country and device. 
Average Volume: The Avg Search Volume metric represents the monthly average of searches for a keyword in Google over the last 12 months.
Last 28 Days Volume: Gives the most accurate and up-to-date representation of keyword volume in real time. 
CPC: The estimated price that advertisers pay to buy an ad in Google Adwords triggered by the keyword, in the selected country from the past 30 days.

  Note: The CPC filter is disabled when there are more than 50K results. Try adding other filters first.

Zero-Click % The percent of searches in Google that result in no clicks to external sites.
Position: The URL’s position on Google's Search Engine Results Pages (SERP) (over the time period selected).
Top URL: The URL with the most clicks for the keyword or in the highest position on the Google SERP.
SERP Features: Search Engine Results Page (SERP) features identified for the keyword, broken down by those the website did and did not rank for.


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