How to Analyze Competitors' Audiences With the Traffic Analytics | Lesson 2/8 | SEMrush Academy

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In this lesson, you’ll learn how to get insights into your competitors’ audiences and online presence with the SEMrush Traffic Analytics.
Watch the full course for free:

0:10 Traffic analytics report
0:35 SEMrush Analytics
1:09 Three main user engagement metrics
2:41 How to determine the effectivity of your SEO strategy
3:11 How to find out a website’s top competitors
3:22 How to generate a generate a comprehensive traffic overview report
3:55 Traffic sources tab
4:38 Summary

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You might find it useful:
Apply your newly acquired knowledge by practicing with SEMrush and build up your real-world skills.
Go to Traffic Analytics:

Learn how to begin and build competitive analysis and research in our free course:
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In this lesson we will consider the Traffic Analytics report.

This report provides you with insights on your competitors’ audiences and online presence, offering data on:

Distribution of traffic by source
Overall website performance in terms of user engagement
Marketing channels and their efficiency.
In a way, SEMrush Traffic Analytics is like Google Analytics, with access to your competitors’ direct, referral, search, social, and paid traffic.
The report will come in handy for:

Benchmarking and comparing multiple competitors
Market and presale research, and
Various types of traffic channel analysis
Traffic Analytics
Let us take a closer look at the report. After typing any domain into the search bar you can see the set of its main user engagement metrics for the last month.

Among them are 3 metrics that are worth paying attention to:

Pages per visit
Average visit duration, and
Bounce rate.
These metrics indicate how visitors interact with the domains. They may also give you a clue as to which of your competitors have the most engaging content from the audience’s standpoint.

Then, you can see the monthly trends of estimated number of Visits, Unique Visitors, Avg. Visit Duration, and Bounce Rate across different devices. Below, there’s a widget that shows the percentage of desktop and mobile traffic and a list of top subdomains sorted by traffic share. Here’s a trend of traffic distribution by source and a map with traffic distribution by country. As you may have noticed, this report is all about traffic!

For benchmarking purposes, we’re going to add four other domains to compare their performance in terms of traffic and user engagement. You can change the graph view by choosing Visits, Unique Visitors, Avg. Visit Duration, and Bounce Rate and by switching between desktop/mobile device type.

When comparing visits, you can filter the chosen domains by source of these visits – all/direct/referral/search/social/paid.

At the bottom of the page, you’ll see bar graphs which show the percentage of traffic to each domain that is coming from each country in the SEMrush database. You can also consider adding your own domain along with your competitors’ to decide whether you should put more effort into your SEO to outrank them.

To see if your SEO strategy pays off, you need to repeatedly look into Traffic Analytics and monitor your progress.

Keep an eye on the domains that are doing well in terms of pages per visit and visit duration. See where your competitors are getting traffic from, and consider targeting those locations as well.

If you’re offering your online marketing services to someone, you may want to identify the strengths and weaknesses of their website and compare them to their competitors before making your business proposal.

If you need to find out a website’s top competitors first, use the organic competitors or backlink competitors reports from the appropriate analytics sections.

To generate a comprehensive Traffic Overview report, you’ll just need to click the PDF button.

With the generated report, you’ll see the areas that need the most improvement. For instance, if their weakest spot is search traffic, then it makes more sense offering an SEO campaign.

If you’re used to conducting sales pitches to present your strategy to clients using interactive graphs and figures changing in real time, you’ll absolutely find the Pitch mode feature useful. Try it once and you’ll love it forever!

Let’s move on to the Traffic sources tab. In this report, you’ll see a more detailed traffic breakdown for a chosen website.

It shows you a trend of visits shared by five source types: direct/referral/search/social/paid. With this graph, it will be easy for you to find out which sources are generating the most and the least traffic. For now, this feature is available for desktop only.

#SEO #SEOtoolkit #SEMrush #CompetitiveAnalysis #KeywordResearch #SEMrushAcademy


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