It's not really spying if it's public information, but it's fun to use the word 'spy.' It adds a bit of mystery and 'a-ha' to an otherwise technical blog post!
One of my new favorite tools to research industry leaders and competition is the website SimilarWeb.
It allows me to take a look at leaders in my industry and find out:
~ What their traffic numbers are
~ Sites people visited before they landed on the industry leader's page and where they went next
~ Whether or not they are paying for ads and which keywords they're using
~ Which social media platform people come from the most
LET'S JUMP IN! *Toward the end of this post, I'll also explain how I use SimilarWeb to help my guest posting strategy, so keep reading.
Let's say you are in the beauty industry and you sell organic skincare. We can go to SimilarWeb's site and put in an industry leader's website and see what we can find out. For this example, I chose Eminence Organics.
Right away I can see that they get 70,000 visitors every month. Wow!
It's helpful to find out where people came from so we can evaluate if those websites might be an opportunity for our organic skincare line. We can see that Elle.com and Vegnews.com are sending traffic to Eminence Organics. We can also see that once they land on Eminence's page, people click out to social media sites.
Scrolling further, we can see that Eminence is paying very little for ads, but they are paying for the keyword phrase 'massage spa products for sale.' This information is helpful because we know that they likely won't pay for ads for keywords that aren't effective for them. We can use these keywords in our own copy (if we plan to sell through spas).
We can also see which social media platform is the most popular for our industry leader and start to engage with their fans and followers. This will help us position ourselves in the market as we read comments and see how our product might bring even more value to them.
This image shows us that they don't have a lot of traffic coming from display ads, but there is a little bit coming from Shutterfly.com. Interesting.
Another interesting insight is categories visitors are interested in. We can also see which websites people visited. Genius!
And finally, we get to see websites that are similar to Eminence Organics and start the process of research all over again for a similar site.
SimilarWeb has been a huge help in helping me learn more about my industry and competition. I can use this information when I'm placing ads, writing copy for my website, and finding new people to engage with. I also use it for guest posting.
I've really been working on bringing traffic to my site by guest posting. If an opportunity to guest post presents itself, I'll go to SimilarWeb and analyze the traffic numbers to see if it will be worth spending the time on. This strategy has helped me and could be useful for you as well.
Well, I hope this post helped you! Go try it and start shaping your content and inspire your ideas.
*If you want to see screen-recordings on how I use SimilarWeb and other sites to do my research and build my email list, watch my webinar class here.