SimilarWeb

About

SimilarWeb was initially founded in 2007 by Or Offer in Tel Aviv, Israel. The information technology company wanted to offer customers helpful information on their clients’ and competitors’ website traffic volumes, referral sources (including keyword analysis and demographics), and other important web analytics, such as the amount of time spent on a website, page views, and bounce rate. SimilarWeb’s algorithm doesn’t just produce traffic and engagement statistics. Their service also takes into account the behavior of visitors to similar kinds of sites which is used to improve the depth and dependability of their data.

Definition

SimilarWeb offers a variety of analytical information about any given domain name, including traffic based on country of origin, referral sources, organic search reach, social media engagement, and more. One of the most popular features on SimilarWeb is the global rank system which is a traffic scoring method developed by the company to determine a website’s rank compared to all other site’s on the internet. The algorithm calculates the number of monthly unique visitors together with the number of page views across both desktop and mobile traffic to determine its rank. The lower a site is ranked, the more traffic it receives. For example, Google is currently ranked #1 which means (according to SimilarWeb) it is the most visited website in the world. The company gathers data from a panel of web users who allow the monitoring of their internet activity, combined with direct observations for a subset of internet properties, such as websites’ own traffic statistics provided via Google Analytics. In 2019, they claimed to have the world’s largest panel, with hundreds of millions users.

Usage

The main purpose of SimilarWeb is to measure how popular a website is across the internet. But, over several years the company has added several additional metrics to give users more detailed information about the domain they are researching aside from just a global ranking. These new metrics include analytical information that you would normally find in Google Analytics. Nowadays, SimilarWeb can tell users where a website ranks when compared to their competitors, plus provide additional information so you know exactly where that traffic is coming from and just how engaging it really is. A good SimilarWeb rank (less than 1 million) for an expired domain is rare to find, but having any SimilarWeb rank can be a sign that the domain you’re interested in has some existing traffic.

Domain investors use the SimilarWeb tools to get information about what type of traffic a specific domain is receiving. A lower rank means higher traffic and if the domain has no SimilarWeb rank, it likely has little to no traffic at all.

SimilarWeb is often used as a filter for SEO or traffic domains because it’s reliable and provides useful information about more than just traffic in general. The service goes in-depth about where that traffic is coming from, how engaging it is, how long it stays on your site, and more. If a domain has existing backlinks, type-in traffic or search engine rankings then it will most likely have a SimilarWeb Rank.

Availability

SimilarWeb Rank and their other tools are freely available on similarweb.com for end users. You can quickly view SimilarWeb information for any domain by accessing a URL like this: https://www.similarweb.com/website/google.com/

Without subscription, one can get data for the top 1 million domains only. Thus, the free version is not adequate for domainers.

You can view a list of the Top 50 Most Visited Websites (according to SimilarWeb) here: https://www.similarweb.com/top-websites/

SimilarWeb analytics are also available via the SimilarWeb API.

SimilarWeb uses a RESTful API which returns easy to read responses in either XML or JSON. A simple curl example can quickly return an estimated number of visitors your desired domain receives. But, you will need to obtain your own, working API key for SimilarWeb:

curl --location --request GET 'https://api.similarweb.com/v1/website/domain.ext/lead-enrichment/all?api_key={your-api-key}&main_domain_only=false&show_verified=false&start_date=2020-10&end_date=2020-10

Reliability

The variety of tools and information that SimilarWeb provides are quite reliable. Unlike its competitors, SimilarWeb allows users to claim their domain and link it directly to their Google Analytics account which achieves extremely accurate data because it comes directly from Google. One study found SimilarWeb (on average) overestimated organic traffic by just 1%. Although the data can still be manipulated, studies have shown that SimilarWeb is harder to manipulate when compared to its competitors, including Alexa. There are several different ways you can use the SimilarWeb tools to hack SEO. Here are just a few:

  • SimilarWeb offers features that allow you to easily perform comprehensive Keyword Research to identify top queries from which your competitors are already profiting from.
  • People’s needs and interests are always changing, often influenced by events or context that is completely new. SimilarWeb makes it easy to identify the trending terms as well as newly discovered keywords in any industry using filters in the Top Keywords report.
  • Users search behavior changes between desktop and mobile searches, which you should also take into consideration during your website optimization efforts. SimilarWeb offers device segmentation across different reports, allowing you to easily see, for example, the gap between the mobile vs. desktop top keywords.

Pricing

SimilarWeb offers two different types of accounts: Free and Enterprise. They free account costs you nothing and includes 5 results per metric, 1 month of mobile app data, and 3 months of web traffic data. However, as mentioned above, data are available for the top 1 million domain only when using the free version. Enterprise accounts include unlimited results per metric, up to 28 months of mobile app data, up to 3 years of web traffic data, global and country level data, mobile app engagement, keyword analysis, unique visitors, industry analysis, and more. Subscription starts from $6000/year.

Converting SimilarWeb Rank to Traffic

SimilarWeb automatically does the hard part of converting your rank into an actual traffic number for you. In fact, by doing a simple SimilarWeb lookup using the link provided above, you can easily view estimated visits, duration, and bounce rate going back six months.

Similar Metrics

The main alternatives to SimilarWeb Rank is Alexa Rank; SimilarWeb Rank might also correlate with SEMRush Rank, Majestic Million and MOZ Rank.

In category: Domain Metrics
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