With the Market Explorer Overview, you can quickly analyze any niche audience on the Internet. Here’s how to use it.
The Industry Competitors view shows you data based on your competitors in the organic search results. The market in this tool is defined by websites with similarities in multiple parameters such as audience interests, website categories, number of backlinks, common organic keywords, and positions on the SERPs.
If you have already created your own custom market, this view will also be available to you in the dropdown menu next to the domain name.
You can change the location for the selected view. Currently, the default location is the United States but you can change this to any of the countries in this tool’s database. You can also access our historical data by switching the date range.
Growth Quadrant gives you the opportunity to get a competitive landscape of the top industry players. You can filter this graph by either the top 10, top 20 or top 30 domains in the market. You can also filter by country as well.
You can also filter by time frame, this includes by 6 months, one year, QoQ (quarter over quarter), or YoY (year over year). You will notice that when you change the time frame the Growth Quadrant changes significantly.
Using this time frame filter can be a great way to benchmark the changes of the landscape in your market over time.
You can exclude a domain from the Quadrant by clicking on the domains’ checkbox to the right of the graph.
Each of the domains are broken down into the following segments based on their total amount of traffic (X-axis) and growth rate (Y-axis):
Niche players - These sites have a smaller market share relative to the rest and are slowly growing. These tend to be newer companies trying to compete in the market or older ones who are slowly dying out.
Game changers - The traffic volume of these sites is relatively small but the growth rate is much higher than the market average. They could be startups, companies with good investments, or large companies newly entering this market. In any case, you should keep an eye on them.
Leaders - These are websites with a significant traffic volume, all while their traffic continues to grow very fast.
Established players - These are websites that own a significant traffic volume but their growth rate isn't on par with the overall market growth. These are going to be your more established brands in the industry that likely already have name recognition.
The overview starts with a bar graph showing your competitors in your market. Here you can see the percentage of competitors visits relative to your own traffic.
To hone in on a specific traffic channel (such as direct traffic, referral traffic, search traffic, etc.) scroll down to the market traffic graph and use the checkboxes above the graph and analyze the trend of each channel’s traffic in this market.
You’ll probably notice a large part of the graph before April 2019 is labeled “undefined mobile traffic.”
The reason for this is because before April 2019 we did not differentiate between mobile and desktop traffic in our traffic analytics database. So, the proportions of mobile traffic displayed for the time period before April 2019 is estimated based on the data that we do have about the current proportions and trends in the industry.
Traffic Generation Strategy
Next to the share of the visits graph, you can compare the analyzed company’s traffic generation strategy with the traffic generation strategy typical for the analyzed market in general. It is broken down by direct, referral, search, social, and paid traffic.
Domain vs Market: Growth by Sources
Compare the growth of the analyzed company website traffic with the market by acquisition channels. This can help you highlight the distribution of marketing budgets and other resources that your competitors are capitalizing on. This data is calculated by percentage so that you can see the percent of traffic from the referral, social, search, etc.
Domain vs Market: Audience
This widget allows comparing the analyzed company’s website audience by gender and age compared with the average market values. Hover over the age or gender chart to see the specific percentages of each.
Along with the market audience breakdown, you can also see the global GEO Distribution of your market. This tells you the percentage breakdown of the top countries that contribute traffic to these sites. The list is based on the top 20 domains in the market.
GEO Distribution is broken down into two sections, Top Countries and Top Changes. Each of these will break down your market by market share, traffic and traffic percentage change.
If you want to export your data for future reference, you are able to export your growth quadrant, domain vs market dynamics, and geo-distribution into a PNG file.