Knowledge Base

Domain Overview - Desktop Manual

At the top of the report, the Domain Overview is broken down into four categories: Organic Search, Paid Search, Backlinks, and Display Advertising.

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1. Organic Search: This blue number shows the amount of estimated traffic the domain receives, per month, from organic search. Click on the number to open a more detailed Organic Positions report.

2. Paid Search: This blue number shows the amount of estimated traffic the domain receives per month from PPC ads. Click on the number to open a more detailed Advertising Positions report.

3. Backlinks: This blue number shows the total amount of backlinks SEMrush found going to the domain. Click on the number to open up more detailed Backlinks reports.

4. Display Advertising: This blue number shows the amount of display ads (both text and image ads) that the domain has run through Google AdSense. Click on the number to open up deeper Display Advertising reports where you can see more details about their advertising behavior.

1. Organic Search

The first part of the Domain Overview covers everything about a domain’s organic traffic, from top organic keywords, to competitors, to branded search traffic.

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  • Organic keywords by country (database) circle chart - This chart shows the distribution of a domain’s organic keywords by database, allowing you to see where around the world the domain receives most of its keyword rankings.
     
  • Ads keywords circle chart - This chart shows the distribution of a domain’s paid keywords by database, telling you how the domain spreads its budget for PPC ads across different countries and mobile search engines.
     
  • Organic and paid traffic graph - This graph shows the domain’s organic and paid keyword trends over time. Change the date range at the top to adjust the scope, and hover your mouse over one of the Google icons at the bottom to identify any updates to Google’s algorithm that occurred during this time.
     
  • Top organic keywords - This table lists the domain’s top five organic keywords in order of their traffic percentage, or the amount of the website’s traffic that comes from people clicking on an organic search result for the keyword on Google.
     
  • Organic position distribution - This graph shows the distribution of the domain’s organic rankings. You can see how many keywords the domain has rankings for in the top 3 positions, 4-10, 11-20, and so on.
     
  • Main organic competitors - These competitors are ranked by how similar their keyword portfolios are. Number of common keywords and total SE (search engine) keywords are listed in the table. Click “view full report” to open the Organic Competitors report and get the full list of the domain’s organic search competitors.
     
  • Competitive positioning map (organic) - This map illustrates the spread of the domain’s competitors based on their number of organic keywords and search traffic. The larger the circle, the more visibility a domain has.
     
  • Branded search vs non-branded search traffic - Branded search traffic is organic traffic coming from keywords that include your brand name. For example, SEMrush counts traffic to Amazon.com from keywords like “amazon prime,” “amazon books, and “amazon smile” as branded search traffic. This section tells you how much of a website’s organic traffic comes from branded search, and how much comes from non-branded search terms. A high amount of non-branded search traffic can be a sign of effective SEO, implying that a website gets traffic from searches that don’t have any brand loyalty or intention.
     
  • Branded traffic trend - The Branded Traffic Trend graph shows the trend of the domain’s branded search traffic. If one month of the year has a higher density of branded search, it will be shown here.

The second section of the Domain Overview has previews of all the reports related to paid search and PPC advertising through Google Google Ads.

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  • Top paid keywords - The domain’s top five paid keywords will be shown here, ranked in order of their traffic percentage.  Traffic percentage represents the amount of people that visit the website from clicking on an ad after searching that keyword. Click on “View full report” to open an Advertising Positions report. This report can show you all of the top keywords your competitor bids on to bring traffic to their website.
     
  • Paid position distribution - This chart shows the distribution of the domain’s positions for paid keywords (whether their ads are found in the top 3, 4-10, or 11-20th positions among Google Ads PPC ads). The more positions a domain has in the top 3, the more optimized their PPC efforts are.
     
  • Main paid competitors - This is where you can see a domain’s top five paid search competitors, based on the amount of keywords they both are bidding on with Google Ads PPC ads. If two domains have a similar total number of paid keywords (in addition to sharing keywords), they are more likely to be considered competitors.

    Click on a number in the Common Keywords column to see the full list in a Domain vs Domain report. Click on a number in the Ads Keywords Column to open an Advertising Positions report for that competitor. Or, click on “View full report” to open an Advertising Competitors report for your queried domain.
     
  • Competitive positioning map (paid) - This map illustrates the spread of the domain’s competitors based on their number of paid keywords and search traffic. The larger the circle, the more visibility a domain has across paid keywords.
     
  • Sample PPC ads - This section shows samples of the domain’s PPC ads as they appeared in the results. You can click on an ad to go to the landing page, or click on “View full report” to open an Ad Copies report. In an Ad Copies report, you can see all of the ads that SEMrush found the domain bidding on during the last month

The third part of the Domain Overview provides data on aspects of the domain’s backlink profile like the total number of backlinks, ratio between follow and nofollow links, and top referring domains.

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  • Top Backlinks - The first module in this section shows a preview of the domain’s backlinks. Click “View full report” to open up the entire list in a Backlinks report where you can evaluate the domain’s backlinks by metrics like trust score and page score.
     
  • Top anchors - The top five most common anchor texts in the domain’s backlinks will be listed here. This tells you how other websites refer to the domain when they link to it, how many referring domains use each anchor, and how many backlinks use each anchor. Click “View full report” to open up the complete list of anchor texts.
     
  • Follow vs. nofollow circle chart - The chart showing follow links and nofollow links tells you what ratio of links in a domain’s backlink profile send SEO value. A “nofollow” link has a special HTML attribute that instructs search engine bots not to influence the target website’s ranking. Meanwhile, a quality link with a “follow” attribute can benefit a target website’s ranking. Therefore, in general SEO terms, follow links carry more value.
     
  • Backlinks type circle chart - This chart identifies how many links in the site’s backlink profile are text, frame, form, and image links.

    Text links are simply hyperlinked words or phrases. A frame is a piece of HTML that creates a box of content that remains visible while other content is scrollable on a webpage. A frame link is a link within one of these frames. A form link is a hyperlink within a web form, and an image link is a hyperlinked image on a website.
     
  • Top referring domains - The top referring domains will be listed here in order of how many backlinks they’re sending to the queried domain. Click on any of these domains to go to that domain’s Domain Overview, or click “View full report” to see the complete list of domains sending backlinks to your queried domain.
     
  • Top indexed pages (by number of backlinks) - The pages on the domain that have the most backlinks are listed here. This will tell you what kinds of content attracts the most backlinks to a website, and you can “View full report” to see all of the pages on the domain that receive backlinks.

4. Display Advertising

Next in the Domain Overview is Display Advertising data. All of this data pertains to the domain’s use of placing Google Ads display ads on external websites, or publishing another business’s display ads on their website using the Google AdSense network.

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Publishers and Advertisers

Websites in Display Advertising reports are are categorized in two ways: Publishers and Advertisers.

Publishers are websites that use Google AdSense to allow advertisers to run display ads on their site. Publishers receive money from Advertisers in return for the space on the site and traffic acquired from the ads.

Advertisers are websites placing ads on other sites in an effort to bring traffic to their website. Advertisers pay Publishers for the space to advertise on their site.

If a domain publishes more than it advertises, Domain Overview will present data about the website’s publishing behavior. The latest advertisers and samples of those ads will be shown.

On the other hand, if a domain advertises  on external sites more than it publishes ads on their own site, Domain Overview will present data about the website’s advertising behavior. The latest publishers and samples of their ads will be shown.

  • Latest Publishers (shown if the domain is more of an advertiser) - If the domain advertises more than it publishes, the most seen publishers of those ads are shown here. The number of total ads and a breakdown of text vs. image ads are shown here. These  can be clicked through to open a full report in the Display Advertising section.
     
  • Latest Advertisers (shown if the domain is more of a publisher) - If the domain publishes more than it advertises, then the most seen advertisers on their site will be shown here.
     
  • Top display ad landing pages - The most common landing pages associated with the domain’s display ads are listed here in order of most times seen by SEMrush. Click “View full report” to open up a full report in the Display Advertising section.
     
  • Sample display text ads - Websites that run ads on Google’s Display network have the ability to run text or image ads. Again, the content of this section will depend on if the domain is more of a publisher or advertiser. If the domain had more ads published on other sites, we’ll show his ads here. On the other hand, if the domain publishes more ads for other advertisers on their site, we’ll show the advertisers’ ads.

    Click on an ad’s title to open up a deeper report in the Display Advertising section.
     
  • Sample display image ads - This section shows samples of any image ads that SEMrush found associated with the domain. If the domain advertises their own ads on other sites more than they publish ads on their own site, their ads will be shown. If they publish other business’s ads on their own site more, then the ads they publish on their site will be shown.

Click on one of the ads or the “View full report” button to open up a full report in the Display Advertising section.

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