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Analyze Organic & Paid Traffic

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Analyze any keyword or keyword list to understand which websites are gaining search traffic from organic keywords and paid keywords.

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What is the value?

  • Discover which websites are getting the most traffic share from each organic or paid keyword

    • Understand who you are competing with within the Search realm, as well as identify strategic partners for backlinks and content placements

  • Monitor the traffic share of any keyword over time in monthly or weekly granularity

    • See who is suddenly or consistently gaining or losing market share from a certain keyword or list of keywords

    • Perform post-campaign analysis following specific events & dates (e.g., Elections, Black Friday, etc.) and see the traffic share split between you and your competitors

  • Optimize your SEO, PPC, and Content campaigns

    • Drive high-intent traffic to your business and increase your digital market share

How to Use

To uncover which websites are gaining organic or paid search traffic from a selected keyword or keyword list, follow these steps:

  1. Go to the SEO module under Acquisition Channels, and find the Organic Traffic page

    Or

    Go to the Paid Search module under Acquisition Channels, and find the Paid Traffic page.

  2. Select a keyword or keyword list to analyze.

At the top of the Organic/Paid Traffic page, you'll find key search metrics including:
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  • Search Volume: The average number of times per month a keyword is searched in Google (over the last 12 months).
  • Search Visits: Monthly average of completed search visits where a user clicks on a search result to get to a non-search engine page.
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    Note: Compare Search Volume to Search Visits to determine the real value of popular keywords for destination sites.

  • CPC: Estimated price that advertisers pay to buy the search word in Google Adwords in the selected country from the past 30 days. Take note of the CPC price estimation, so you can further assess the demand for a particular keyword.

In the Traffic Distribution graph, you'll find a graphical representation of the top 10 sites receiving organic or paid traffic from the analyzed keyword or keyword list.
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Select the Traffic Trend or Traffic Share tab to visualize the distribution of search traffic across sites.

  • Traffic Trend: Scale the graph to the maximum traffic point during the period being analyzed to highlight any gains and losses in traffic over time. This view helps to identify seasonality and time-specific trends for keywords.

  • Traffic Share: Contains a distribution of the traffic share for up to 10 chosen domains within the selected time frame and country. It represents 100% per month, so what you see in the graph is a monthly traffic share distribution.

    Note: For more information about these Traffic Distribution views, see FAQs.

In the Keyword traffic breakdown table below, analyze the domains getting organic or paid traffic from this keyword or keyword list, along with the following metrics:
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  • Domain: List of all the domains that receive traffic from a given keyword or list

  • Traffic Share: Website’s share of mobile traffic generated by the keyword

  • Change: Month-over-month change in traffic volume by percentage (based on the selected time period). Sorting by Change is a great way to discover trending keywords, fast-growing companies, and new partners or prospects.

  • Position: URL’s organic position on Google's Search Engine Results Pages (SERP) (over the time period selected).

  • Destination URL: Traffic from the selected keyword is sent to this URL.

  • Website Industries: Industries best describing the website.

  • Featured: Indicates if the Google's Search Engine Results Pages (SERP) listing was featured by Google.

Don't forget about the filters at the top of the table! Target your analysis by: Search Engines, All Search Types, Website Categories, or by All website types (e.g., Transactional, Content Publishing, and other websites).

Note: Check or uncheck the box to the left of a domain in the Keyword traffic breakdown table to change the sites displayed in the Traffic Distribution graph. You can visualize up to 10 sites in the graph.

FAQs

What is the difference between Traffic Trend and Traffic Share in the Traffic Distribution graph?

  • Traffic Trend: This view takes into account the total traffic of the keyword - meaning we take the highest point of traffic for that keyword as 100% and normalize the rest of the chart to that point.

    If, for example, there is an increase in traffic in a certain month for the keyword, you’ll see this reflected in the Traffic Trend view. You’ll also see who gained the most traffic share from that increase. Use the traffic trend view to get a real sense of the seasonality of keywords and what may have been trending more recently.

  • Traffic Share: View the distribution of the traffic share to a keyword for up to 10 chosen domains within the selected time frame and country. The graph represents 100% of traffic for the keyword per month, so what you see in the graph is a monthly traffic share distribution.

    If there is a big spike or decrease in traffic to the keyword, the Traffic Share view won't reflect this. But, if you are focusing on the share of traffic of certain websites, you should be analyzing the Traffic Share view.

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