COMPETITIVE ANALYSIS, MARKETING MIX, AND WEBSITE TRAFFIC

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thangvi.com (or, in plain English, I"m the guy responsible for ensuring that every blog post we publish is EPIC).

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Shows how many different websites are linking to lớn this piece of content. As a general rule, the more websites link lớn you, the higher you rank in Google.


Shows estimated monthly search traffic khổng lồ this article according to lớn thangvi.com data. The actual tìm kiếm traffic (as reported in Google Analytics) is usually 3-5 times bigger.


Before I get khổng lồ those, though, here’s an important point:

If you own the website, there’s no need lớn estimate. You can install Google Analytics(for free) & see close lớn exact traffic numbers.


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thangvi.com’ blog growth, via Google Analytics


Server log file analysis can provide even more data about your traffic, as explained in this article.

But as you’re reading this article, I’ll hazard a guess that you don’t own the website in question, right?

You’re probably trying to lớn guess how much traffic yourcompetitor gets, và it’s unlikely that they’ll nội dung their Google Analytics withyou.

In this post, I’ll run through threeways to get traffic estimates for any website.

Method1. Use a traffic estimation tool

There are two types of traffic estimation tools:

Tools that estimate total traffic: Visitors khổng lồ your trang web can come from all kinds of places: tìm kiếm engines; forums; social media; etc. These tools estimate the total amount of traffic from allsources.Tools that estimate onlyorganic traffic:Most websites get a good chunk of their traffic from search engines like Google; this is called “organic traffic.” Estimates from these tools don’t take inlớn trương mục traffic from any other sources (e.g., social media) besides organic traffic.

Let’s explore each of these in more detail.

1. Find out how much traffic a website gets intotal

Here at thangvi.com, we tried all the leading total traffic estimation tools và did a few small internal experiments khổng lồ find out which was most accurate, và SimilarWebwon.

SimilarWeb shows a bunch of traffic-related stats, including:

Total visits;Pages pervisit;Average visit duration;Bounce rate
Sidenote.
Learn more about how Similarweb defines & calculates these metrics here, here, here& here.

Here are the traffic estimates for thangvi.comas of July2018:

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Strangely, it doesn’t provide pageview estimates. But these can be reverse engineered by multiplying total visitsby pages per visit(for us, this would be 5.63M * 7.5 = 42.23M pageviews).

Free users can also view monthly traffic estimations for up to six months on an interactive graph.

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Paying subscribers can see this data for up lớn twoyears.

All traffic estimates include both thiết bị di động và desktop traffic, and you can segment by device category if you’re a paying subscriber.

Scroll down, & the report shows some more useful traffic-related stats such as traffic by countries (desktop only)

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Sidenote.
Free users can only see stats for the top 5 countries that drive the highest percentage of traffic.

traffic sources (direct, referrals, tìm kiếm, etc)

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top referring sites (this is useful when building linksor looking for guest post opportunitiesthat will bring referral traffic!)

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… & top 5 organic keywords

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Where does the data comefrom?

To underst& the reliability of this data, it’s vital that we know where it comesfrom.

Here’s what SimilarWeb has to lớn say on the matter:

Our data comes from 4 main sources:

A panel of monitored devices, currently the largest in the industry;Local internet service providers (ISPs) located in many different countries;Our web crawlers that scan every public trang web to lớn create a highly accurate map of the digital world;Hundreds of thousands of direct measurement sources from websites & apps that are connected to lớn us directly.”

Translation: SimilarWeb get their data from a variety of sources which collect anonymized information about users’ online activity.

They don’t say how big their coverage is, but they don’t get information from everyone in the world. So their data is derived from a relatively small sample of the “online population.”

Is the data accurate?

Let’s test it. Here’s what wedid:

Took asample of 116websites from Flippa;Pulled totalunique visitors & pageviews from Similarweb for all 116sites;Compared them.
Sidenote.
We only used websites from Flippage authority that were at least one year old và had verified traffic.

Here’s what wefound:

SimilarWeb overestimated total unique visitorsfor 91.67% of the websites.SimilarWeb overestimated total quality visitorsby 308.81% on average;SimilarWeb overestimated total pageviewsfor 70.83% of the websites;SimilarWeb overestimated total pageviewsby 210.58% on average.

To summarise, SimilarWeb tends khổng lồ drastically overestimate actual quality visitors and pageviews, according to lớn our testing. But it doesn’t always overestimate things; it underestimates unique visitors roughly 1/12th of the time, và pageviews between ⅓ và ¼ of thetime.

But here’s a critical point:

SimilarWeb only showed estimates for roughly ⅕ of the sites we tested.

For the other ⅘, here’s what wesaw:

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No data.Nadomain authority.

If you’re wondering why this happened, it’s probably due khổng lồ the kích cỡ of the sites we tested. All of them were relatively small sites from Flippa.

You’ll remember that SimilarWeb calculates their estimates based on data from a small subphối of the entire online population. So if they don’t show traffic estimates for a particular site, it’s because not enough people in the subphối from which they derive their data have visited the trang web in question.

That’s why SimilarWeb tends khổng lồ have less or no data on smaller sites.

To prove sầu this, we looked atwhether or not SimilarWeb gave estimates for the top 100 sites in the world, according to thangvi.com Rank. SimilarWeb gave sầu estimates for allof them.

Baông xã khổng lồ thedata:

Because SimilarWeb only gave traffic estimates for roughly ⅕ of sites, all our findings are based on a sample size of just 24 websites. This is admittedly rather small.

You should, therefore, take our findings with a massive sầu pinch ofsalternative text.

2. Find out how much traffic a website gets from tìm kiếm engines

It’s true that there are a few organic traffic estimation tools on the market. But we’re clearly biased towards our tool (thangvi.com) và convinced that it has the best unique data.

Here are the traffic-related estimates we giveyou:

Estimated monthly visits from Google (worldwide);Estimated traffic value (i.e., the equivalent cost of monthly organic traffic for the website or URL if bought viaPPC);Estimated number of từ khóa (in the top 100) that the website ranks for in Google.

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Let’s look at the traffic estimates in thangvi.com for thangvi.com (how meta!), as of July2018:

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You can see that thangvi.comgets an estimated 270,000 monthly visitors from Google.

This is a “live” traffic estimate, meaning that it’s a “rolling average.” It gets adjusted each time we update the pool of từ khóa for which the trang web ranks in our database.Because of this, traffic estimates can vary slightly from day khổng lồ day. This number includes both desktop và điện thoại traffic.


Just paste any subdomain name or subthư mục (e.g., thangvi.com/blogor blog.thangvi.com) into Site Explorer. Select the “Prefix” option from the drop-down.

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For example, if you enter thangvi.com/blog, you see the total sum of search traffic across all pages within the “/blog/” folder, likeso:

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If you want to lớn look at the traffic khổng lồ each page withinthis folder, use the Top Pagesreport. It will show a menu of pages sorted by traffic (from high tolow).

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But this is global traffic. Cliông chồng the Organic Searchtab on the Overviewreport, & you will see traffic broken down by 170 countries.

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You’ll also notice that we plot historic organic traffic estimates on a graph. This shows daily organic traffic estimates for as far back as mid-năm ngoái. It’s fully interactive too. Just roll over the graph lớn see estimated traffic stats for any date over theyears.

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Want lớn see this graph filtered for a specific country? You can dothat.

Here it is filtered to lớn show only traffic estimates for the United Kingdom:

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But wait, there’s more: go khổng lồ the Organic keywordsreport, & we’ll show all the keyword driving traffic to lớn the site, starting with those driving the most traffic.

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Bottomline: thangvi.com kicks back tons of data for almost any website or URL. Buthow?

Where does the data comefrom?

thangvi.com’estimates are based on ranking data from our databaseof 6.1 BILLION keywords.

This database is updated monthly, including the search volume estimates (kiểm tra out a few fun tìm kiếm stats from last month here)

Here’s what we bởi to lớn calculate traffic estimates in a nutshell:

Take all the từ khóa for which a website ranks;Cheông chồng monthly tìm kiếm volume, ranking position, và click-through rate for each keyword (across 170 countries);Estimate how much traffic the site gets from each keyword;Sum up these numbers to lớn estimate the total organic traffic a site receives.

You can learn more about exactly how we calculate this number here.

Is this data accurate?

Let’s chạy thử it. Here’s what wedid:

Took that same sample of 116websites from Flippage authority (all of which showed verified global organic search traffic numbers);Pulled organictraffic numbers from thangvi.com for all 116 websites;Compared them.

Here’s what wefound:

thangvi.com underestimated organic quality visitorsfor 74.14% of the websites.thangvi.com underestimated organic chất lượng visitorsby 38.08% on average;thangvi.com underestimated organic pageviews for 90.52% of the websites;thangvi.com underestimated organic pageviewsby 52.04% on average.

To summarise, thangvi.com tends khổng lồ underestimate organic chất lượng visitors và pageviews, according khổng lồ our testing. But it doesn’t always underestimates things; it overestimates organic chất lượng visitors roughly 1/4th of the time, and organic pageviews roughly 1/10th of thetime.


By the way, these findings are based on a larger sample kích cỡ than our SimilarWeb data, because thangvi.com showed estimates for all116 of the sites we tested. (Rethành viên that SimilarWeb only gave sầu estimated for roughly ⅕ ofthem?)

But why does thangvi.com tend to lớn underestimate traffic anyhow?

It’s because we can only estimate traffic from the 6.1 BILLION keyword we have sầu in our database. Sound like a lot? It is, we have the biggest database of all similar tools on the market.

But even a database of 6.1B keywords isn’t enough to lớn hold every possible tìm kiếm query that one could type inlớn Google. Thatwould be impossible.

For example, a lot of people persize super long-tail searches…

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… which we don’t have sầu in our database &, therefore, can’t estimate the traffic from.

This is how all organic traffic estimation tools work, so we’re not alone here. They all tover to lớn underestimate traffic. The degree to which this happens comes down to the kích cỡ of their keyword database; the bigger it is, the more accurate their traffic estimations willbe.

This is why it matters that we (thangvi.com) have sầu the biggest từ khoá database on the market.

It’s also worth noting that no-one has totally accurate search volume estimations, not even Google. This is another reason that our estimates tend lớn be underestimations.

Which tool is best for comparing multiple sites?

Sometimes,it’s not so much about estimatingtraffic with insane precision, but rather being able lớn compare the relative sầu popularity of two or more sites.

For example, imagine that you have a list of one hundred outreachprospects, and you want khổng lồ prioritize your outreach efforts starting with the sites that receive the most traffic.

In this case, you want lớn compare the sites lớn each other & rank them in order of traffic.

So which tool is best for doingthis?

To learn that, we’ll run a Spearman correlationon ourdata.

Here are the results for SimilarWeb:

Actual “Unique visitors” VS SimilarWeb Total visitsActual “Pageviews” VS SimilarWeb “PageViews”
0.7130.779

… và thangvi.com:

Actual “Unique organic visitors” VS thangvi.com “Global” organic traffic Actual “Organic Pageviews” VS thangvi.com “Global” organic traffic
0.7670.784

Confused?

Here’s what a Spearman correlation shows:

Spearman’s Rank correlation coefficient is a technique which can be used khổng lồ summarise the strength & direction (negative sầu or positive) of a relationship between two variables. The result will always be between 1 & minus 1. Rank the two datasets.

Even more confused? Let me explain (with examples).

We’re looking at the correlation between two sets of data: the “real” traffic numbers (set #1) và the estimated traffic (mix #2). If the numbers positivelycorrelate in any way, the Spearman correlation will be between zero & 1. If they negativelycorrelate, it will be between zero and ‑1.

So, the closer the correlation is lớn 1, the more of a positive correlation there is between the two datasets.

Let’s assume we have sầu three websites with the following actualtraffic…

Site1— 100Site2— 5,000Site3— 40,000

… and thangvi.com reports the following traffic estimates…

Site1— 50Site2— 2,000Site3— 10,000

… that would be a perfect positive sầu correlation of 1. (The “rank” of the corresponding numbers in each datamix have sầu a perfect positive sầu correlation with eachother)

But if thangvi.com estimated the traffic stats as follows…

Site1— 10,000Site2— 2,000Site3— 50

… that would be a perfect negative sầu correlation of ‑1. (The “rank” of the corresponding numbers in each dataphối have sầu a perfect negative positive sầu correlation with eachother)

So basically, the higher the correlation, the better the tool is for comparing two or moresites.

Looking at the Spearman correlation data above, you can see that both thangvi.com & SimilarWeb have a svào positive sầu correlation with “real” traffic. But thangvi.com does trump SimilarWeb, marginally.

This means that should you use our Batch Analysis toolto obtain domain-cấp độ traffic estimates for a bunch of outreach prospects, then sort by traffic (high tolow)…

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…this is likely to be a pretty good judge of the relative sầu popularity of thesesites.

So whichtraffic estimation tool should youuse?

It’s important to note that each of these tools vì different things.

SimilarWeb estimates totaltraffic, whereas thangvi.com estimates organic (i.e., Google) traffic.

One of the unique benefits of SimilarWeb is that you can see where the majority of traffic to a website is coming from (e.g., organic search, social, etc.):

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You can see, for example, that thewirecutter.comgets roughly 2/3 of its traffic from search engines, according to SimilarWeb.

Which brings us lớn a coolpoint:

If you see that a site gets a lot of traffic from organic tìm kiếm in SimilarWeb, you can use thangvi.com to dig deeper and better underst& that traffic.

For example, in the case of thewirecutter.com, thangvi.com can show how organic traffic has grown over the past 3+years…

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… or every single one of the 3.1 MILLION từ khóa it ranksfor…

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… or the pages responsible for bringing the most organic traffic to thesite…

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… & a whole lot more!

But enough bragging!