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Domain Overview

11 lessonsSep 4, 2017

Recap

Domain Overview Report Functionality

Hello and welcome to Lesson One: "Domain Overview report'.

What is the Domain Overview report?

Essentially, SEMrush's Domain Overview is a set of reports that allow you to take a high-level view of any domain.

There are a number of reasons why you might want to take a look at what other domains are doing, especially when it comes to competitive research. However, in general, you can use the Domain Overview report to assess any domain's potential, and find the strong and weak spots in their strategy in order to build an outperforming strategy of your own.

It's important to note that the Domain Overview functionality also allows you to dive deeper into the data and we'll look at this later.

Using the Domain Overview Report to carry out Competitive Research

In this lesson, we will start by looking at carrying out competitive research. As mentioned earlier, this is probably one of the best reasons for using the Domain Overview functionality in SEMrush.

SEMrush offers you various options for obtaining the most comprehensive list of keywords, and the first one is to look at your competition's strategy.

Now we can move on to Domain Analytics. This assists you in performing competitive research and finding the gaps in your competitors' strategies, which you can then use to develop a better campaign and beat your competition. Sounds good, right?

Well, here's how it works. Imagine that we are going to run an ad campaign for the Domino's Pizza chain. All we need to do is take some steps to prepare this campaign with the help of SEMrush reports and tools.

Step-by-Step Guide to Competitive Research Using Domain Overview

Continuing on with the example from earlier, we're interested in finding out what Domino Pizza's competitors are doing. In order to find out, first we need to discover who our competitors are – usually a simple Google search will be enough if you don't already have a list of known competitors to hand.

Now we're ready to start, let's see what the "Domain Overview" report provides you with. If you like, feel free to follow along in your own SEMrush account. The practice will enable you to show your proficiency later when taking the exam.

Access "Domain Overview" in the left-hand SEMrush menu and start by typing your competitor's domain name into the search box, for example, littlecaesars.com.

You will see all the essential information on a queried domain, including:

  • organic and paid traffic and keywords
  • keywords distribution between databases
  • organic traffic cost, which is an estimation of how much it would cost if you were to bid on organic keywords through Google AdWords
  • paid traffic cost
  • the number of backlinks
  • AdSense data
  • comparison between organic and paid traffic.

Organic Data Using Domain Overview

One of the useful insights the Domain Overview report offers you is the ability to check out your competitor's organic search data. Using the organic search will help you to identify a domain's top 5 organic keywords, its organic position distribution, a domain's main organic competitors (do you appear in this list?), branded and non-branded traffic trends, and much more.

If you focus on paid search data, you'll also find similar in-depth information relating to paid search activities from that domain. From the PPC expert's standpoint, the paid search section is arguably the most important area, and if you scroll down, you will see this information broken into several sections.

It comprises subsections of the most representative data. These subsections include:

  • the "Top Paid Keywords" list
  • the "Main Competitors" list
  • the "Competitive Positioning" map
  • the "Sample Ads" widget

Among other things, these can provide you with an overview of your competition's Google AdWords bidding strategy and presence in paid results. Having this knowledge at your fingertips means you can build a strategy that centers on outperforming your main competitors in paid search.

It's useful to note here that every piece of data you see is clickable and will lead you to the appropriate report in the "Advertising Research" section. We'll be reviewing Advertising Research in the next lesson.

Domain Overview Report Functionality: Lesson Summary

To recap, in this lesson we talked about the "Domain Overview" report. The purpose of the Domain Overview report is to give you a bird's-eye view of your competitors' strategies – both organic and paid - allowing you to gain the upper hand over your competition.