Achieving business growth in 2020 may seem like a lot to ask for, given the ongoing pandemic, global financial slowdown, and lower buyer confidence.
However, within the digital realm, things don’t look as grim. Digital Marketing Trends in Ecommerce study reveals that “buy online” searches have spiked within the first half of the year.
This implies that a lot more organizations presently have a greater motivating force to move on the web or upgrade their current online perceivability to get a bigger piece of the overall industry and draw in more clients.
However this additionally infers that organizations across different businesses are presently confronted with stiffer rivalry and more obstructions to defeat to land that absolute first or 1000th client.
Traffic is the principal concern organizations need to manage to win a bigger piece of the overall industry and more clients. This post will uncover strategies that assist organizations with investigating market patterns and contenders’ systems to drive more traffic and procure more guests that can additionally be changed over into purchasers.
How to Identify Market Traffic Trends
The very first step when crafting a traffic growth strategy is to look at the market traffic trends – this will help to define the extent of potential growth goals. If the overall niche you are in is in decline, placing a 400% traffic increase bet might be a misjudgment.
A simple Google Trends search can give you a helicopter view of what’s going on in your niche.
Looking at Expedia, a drop in traffic can be explained by the decline in the number of searches for some key search queries they rank for:
This, of course, is a superficial approach to looking at market trends. Various industry reports and more advanced market research tools will provide a more in-depth overview:
By looking at data from the Market Explorer tool, we can see that the overall tourism market is significantly down, and so Expedia’s drop in traffic is a natural outcome. This implies that with the shrinking traffic volumes, brands like Expedia should enter the race for existing (and declining) traffic against competitors.
Reveal Rivals’ Traffic Acquisition Strategies
As you don’t approach your rivals’ inward traffic information, you need to utilize devices like Traffic Analytics to get the sort of information you’d assemble from your own Google Analytics.
Utilizing Traffic Analytics, you can perceive how your opponents set their traffic securing needs – be it direct, reference, search, social, or paid traffic.
With the assistance of the apparatus, we recognized that Agoda has as of late found Expedia’s traffic numbers by getting a bigger traffic share from paid missions (not really suggesting bigger promotion financial plans) and online media:
SEMrush Traffic Analytics: Traffic Sources (Expedia versus Kayak versus Agoda)
By taking a gander at where contenders remain against your site as far as traffic sources, you can recognize your advertising methodology’s most fragile and most grounded zones, and tweak it appropriately.
We should go through each traffic source and see what you can do in the event that you pinpoint a low portion of traffic in a given zone while contenders are dominating.
Bringing Visitors to Your Site Through Referral Traffic
Kayak is the leading Expedia competitor when it comes to referral traffic, and cheapflights.com actually brings almost 3% of all traffic to Kayak’s site.
By uncovering which sites refer to your competitor, you can identify their most beneficial partnerships on the web, and try to replicate their success.
Building partnerships is a long-term process, yet something brands should invest in as taking the share of traffic from competitors is a strategy that can work in most cases.
Tips & Tricks:
There is also a more general approach to getting visitors from high-authority sites, called white-hat link-building. With plenty of tactics out there, we’ve pinpointed a few that truly work:
- Get active on Quora: For many search queries, Quora’s pages appear on the first page of search results. Do a bit of research (using SEMrush’s Domain Overview or doing a manual search) and identify which relevant Quora pages are already ranking high enough. Then, pitch in with your answer, which includes a link to a relevant piece of content from your site.
- Participate in forums/external group discussions: Reddit, Facebook Groups, and other platforms that gather large online crowds are great sources of potential traffic. Invest in a little bit of community mingling and share links (only when appropriate) to high-value pieces of content/pages on your site.
- Create unique content: With so much noise and inauthentic content out there, whatever efforts you might invest in creating unique content should certainly work.
SEMrush has been employing this strategy for years: we’ve been conducting unique industry studies and in-depth research on topics related to our field, offering unique data and insights into the market we are in. As a result, our findings are being consistently published by the leading media outlets worldwide, giving our site high-quality backlinks:
Check If Competitors Are ‘Stealing’ Your Traffic
Even after launching the optimal traffic acquisition strategy across all channels, you may still be losing traffic or struggling to achieve growth. One possible reason is that your competitors could be rolling out a strategy for ‘stealing’ your traffic:
- Your rivals may be launching online ad campaigns for the keywords you are trying to rank for organically. A simple Google search will uncover whether this is the case. By Googling your own brand name, you will signal to your competitor that you are its target audience, but you may need to run a few searches before you see the competitor’s ad pop up.
- Or, they can also bid on your branded keywords, so when users enter your brand name into the search bar and press enter, your competitor’s site might be the first thing they see on the SERP.
Using SEMrush’s Keyword Gap tool, we noticed that Agoda is bidding on Expedia’s branded keyword, seemingly tackling users searching for hotel booking aggregator comparisons:
You should always watch out for such tactics and launch counter-bidding keyword campaigns to keep your grip on the market share.
Getting Smart About Paid Traffic
When it comes to paid traffic, budget restrictions are instrumental in determining which strategies you can choose. With a wide range of tactics, we’ve pinpointed two that can help to avoid mismanaging your ad budget while targeting relevant audiences.
Remarket competitors’ audiences on relevant platforms
Given you already know who your key competitors are, you can rightfully assume that you have different levels of audience overlap with each rival.
In July 2020, Agoda reached 35 million users that Expedia didn’t touch upon. So, Agoda is a much more interesting rival to look at compared to Kayak.
Tools like Traffic Analytics (Audience Insights report) can help you identify which competitors you share the least similar audience with. To expand your reach, look into which platforms that unique audience frequently visits to target these users with your remarketing campaigns on relevant platforms:
Locate Google Display Network publishers with the highest audience match
Audience overlaps are also helpful when analyzing which publishers to choose when making GDN placements.
We previously mentioned that Kayak gets a lot of referral traffic from cheapflights.com. Before immediately allocating GDN ad budgets to the platform, check first whether this publisher actually shares a significant portion of your audience.
If the overlap between your audience and the publisher is high enough, you can go ahead and launch a GDN campaign targeted at users visiting the given platform.