13. Seo tool usage and traffic data observation practice (Part 2)

Following the rough analysis of SimilarWeb traffic in the previous section, we have selected competing products and have a rough user profile and group. Next, we will enter the detailed keyword and content analysis.

So in this section, the tool used is SemRush. SemRush is a powerful SEO tool that provides comprehensive keyword analysis functions. Through SemRush, we can gain an in-depth understanding of important indicators such as keyword search volume, competition level, and trend changes, so as to formulate more effective SEO strategies.

It will also be our main tool for subsequent SEO analysis.

1. General introduction to SemRush SEO related pages

SemRush’s SEO functions are mainly divided into the following parts:

1.1 SEO Dashboard

Provides an overall overview of the SEO performance of the added project, including some custom metrics of interest and recent changes.

1.2 COMPETITIVE RESEARCH (Competitive Product Research)

- Domain Overview: View the overall SEO performance of a specific domain name. - Traffic Analytics: Analyze website traffic sources and user behavior. - Organic Research: Gain insights into your site's organic search performance. - Keyword Gap: Compare keyword coverage with competitors. - Backlink Gap: Analyze the difference between backlinks and competitors.

1.3 KEYWORD RESEARCH (Keyword Research)

- Keyword Overview: View detailed information for a specific keyword. - Keyword Magic Tool: Discover and analyze a large number of related keywords. - Keyword Manager: Manage and organize your keyword list. - Organic Traffic Insights: combines GA and GSC data to analyze keyword performance.

2. Competitive product natural traffic site strategy analysis

In the previous chapter, we selected competing products and conducted a rough analysis of traffic. Next, let us analyze in detail its natural traffic performance and keywords.

2.1. Overview of Natural Analysis

So what information can we draw from this picture?

1. Overall traffic performance:

- Number of keywords: 210.5K, down 1.68% year-on-year - Natural traffic: 655.3K, an increase of 0.75% - Traffic value: $126.8K, a significant decrease of 37.82% - Brand traffic: 386.2K, an increase of 1.4% - Non-brand traffic: 269.1K, a slight decrease of 0.16%

Traffic value is the estimated amount you would spend to get the same quantity and quality of traffic through paid advertising (such as Google Ads).

Bosses, please read some of the content carefully. It depends on how you determine OKR.

Its formula is traffic value = Σ(keyword search volume × expected click-through rate of keyword ranking position × keyword cost-per-click (CPC))

The higher the traffic value, the better. It still needs to be calculated as CPC. It is just an indicator to help you research strategies.

Then the average CPC in the above example = traffic value / total traffic = $126.8K / 655.3K ≈ $0.19 per click (very rough calculation)

We can draw a conclusion, because the other four values ​​have not changed much, but the traffic value has dropped significantly at this time, which means that the CPC has dropped. There are several possibilities:

1. The overall advertising expenditure of the industry has decreased, resulting in a general decline in CPC. (But this is impossible in the AI Chat Bot industry) 2. The rankings of some high-value (high CPC) keywords dropped and were replaced by some low-value (low CPC) keywords.

In other words, I guess their strategy is to dig out new words from small words by reducing investment in some high-ranking big words, and these small words and new words replace the traffic structure of big words. Of course, this is also a common practice for products in a mature stage.

2. Keyword trend analysis: As can be seen from the chart, the keyword ranking of talkie-ai.com shows a steady upward trend. Especially in the ranking ranges of Top 3, 4-10 and 11-20, the number of keywords has increased significantly, which shows that the website's ranking on important keywords is constantly improving.

3. Ranking changes:

• Newly ranked keywords such as "c.ai", "dandys world r34", etc.