From the course: Marketing Tools: Growth Marketing

Gather competitor traffic data with SimilarWeb

From the course: Marketing Tools: Growth Marketing

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Gather competitor traffic data with SimilarWeb

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- [Instructor] Ever wonder how your competitors get traffic and where their customers come from? Well, there's a way to reverse engineer the marketing strategies of your competitors with one free tool. That tool is SimilarWeb. This free software tool aggregates information on your competitors' website traffic volumes, referral sources, which include keyword analysis and demographics, and website stickiness, as well as other features. How does this help you? Well, it allows you to uncover top sources of website traffic, the key words, free and paid, that are driving traffic, top channels that drive visits to their site, a list of websites that refer traffic there, and other competitive sites that customers visit. Here's how you can use the tool to reverse engineer the traffic of your competitors. Let's say you're launching a men's brand that competes with Bonobos. You'll enter the bonobos.com URL and SimilarWeb will pull data for you. On the left sidebar, you can click Overview and you'll see the traffic volume is just under 1 million visits per month and visitors are on the site for over three minutes per session. For traffic sources, Bonobos has over 49% coming directly to the website, which means they already have strong brand awareness. Search traffic drives a significant amount of volume, which makes me want to know what keywords they're ranking for with their website. Next, click Search on the toolbar to dig into the keyword traffic. Here, you can see Bonobos is paying for their own brand name, golf pants and dusty blue suits. Those are probably high converting pages for them, so you could visit those pages on their website for product copy inspiration. Next, click Social to see their top social channels. It's interesting to see Reddit as a top performing channel. This leads me to wonder what conversations people are having on the Reddit platform around Bonobos. Are they talking about the quality of the products or when to wear them? Those insights can be helpful for developing campaign ideas or even product ideas. Last, click Competitors. Here, you can see other brands visitors look at in addition to the Bonobos website. This can give you a full list of potential competitors. So before you build your growth strategy, leverage a free tool like SimilarWeb to understand what your competitors are already doing. Those insights could inspire new ideas for your own growth plan.

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