[Webinar] Secret weapon: similar web’s API
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Transcript of [Webinar] Secret weapon: similar web’s API
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Your Secret Weapon: SimilarWeb’s API
@SimilarWeb
We will be starting at 1:00 pm EST.
Use the Question Pane in GoToWebinar to Ask Questions
or email us at: [email protected]
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Adam Lerner \ Technical Customer Success Specialist
Dan Hillyer \ Manager – SimilarWeb Solutions
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Our Data
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SimilarWeb.comFree Data for All
@SimilarWeb
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Products that Integrate into Customer Operations
Raw Data AccessDeeper Insights & Understanding
SimilarWeb Pro SaaS Interface for Market Intelligence
API and IntegrationsUse SimilarWeb data in your workflow
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SimilarWeb PRO – App Usage
@SimilarWeb
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SimilarWeb API JSON Output
@SimilarWeb
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Custom Dashboard
@SimilarWeb
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API Use Cases
@SimilarWeb
Discovering your competitors’ business partnerships
Targeting/Segmenting API data
Building a competitor dashboard
Qualifying leads
Competitor Keyword Analysis
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Prospecting and Lead Qualification
A SaaS company offers users a free demo and
has thousands of new sign-ups every month.
They need to decide which leads to prioritize
contacting.
How can the API help them do this efficiently?
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Leads – Available Data
@SimilarWeb 12
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Leads – Available Data + SimilarWeb API Data
@SimilarWeb 13
Top Total Visits for previous month
GEO and Top GEO Visits
Category
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Prospecting and Lead Qualification
Add Similarweb API data to your available leads data
Sort leads by added data points
Priorities leads based on your segmentation
@SimilarWeb 14
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Discovering Competitors’ Business Partnerships
A competitor of cheaptickets.com wants to
target their referring traffic sources that focus
mainly on mobile web traffic.
How can they better do it with SimiarWeb’s API?
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Game Plan
@SimilarWeb 17
Find cheapticket.com top:
Referrals, affiliates, and business partners
Pull from API:
Total Visits, Desktop and Mobile Web Traffic split
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cheapticket.com’s Top Business Partners
@SimilarWeb 18
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Discover cheapticket.com’s Referrals
@SimilarWeb 19
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Discover cheapticket.com’s Referrals
@SimilarWeb 20
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Discover cheapticket.com’s Referrals
@SimilarWeb 21
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Discover cheapticket.com’s Referrals
@SimilarWeb 22
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Analyze Each Referral
Original l ist
@SimilarWeb 23
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Analyze Each Referral
Added to Original l ist:
Category
Tota l V is i t s
Desktop / Mobi le Spl i t
@SimilarWeb24
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Mobile Web Traffic Leaders Referrals
Original l ist:
Sorted by Mobi le Traf f ic %
@SimilarWeb 25
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Discovering competitors’ Business Partnerships
Pull competitor’s Top Referrals with Similarweb API
Add referrals’ Total Visits & Desktop and Mobile Web traffic share
data points
Prioritize list by highest Mobile Web traffic share
@SimilarWeb 26
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Optimizing Conversion Funnel for Ad Network
An Ad Network with 50,000 publishers would
like to better connect advertisers with their
relevant audience in order to improve the
conversion funnel and KPIs.
How can do it with SimiarWeb data?
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What is Important for Advertisers?
@SimilarWeb 28
Volume of traffic
Engagement of users
Geo distribution
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Method #1 – Publicly Display API Data
Give advert i sers ins ights
in to potent ia l publ i shers
@SimilarWeb 29
Help them target thei r
des i red audience
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Method #2 – Integrate API Data into Internal Algorithm
Create an internal ranking system, based off visits and engagement metrics, and conversion rates
per publisher, filtered by category and/or category groups
@SimilarWeb 31
Better match advertisers with relevant publishers
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Method #2 – Integrate API Data into Internal Algorithm
Recommend new publishers to advertisers based on their desired category and volume
@SimilarWeb 32
Better match advertisers with relevant publishers
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Optimizing Conversion Funnel for Ad Network
Pull publishers’ visits, engagement metrics, category with Similarweb API
Integrate data into internal algorithm create an internal ranking system
Better match advertisers with relevant publishers based off insights
@SimilarWeb 33
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Building a Competitors Dashboard
• Discover direct competitors and sites that are
competing for the same traffic
• Track MoM visits to identify major increases in
traffic
• Research the source of traffic and acquire to their
domain
How can do it with SimilarWeb API?
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Competitors Dashboard Final View
@SimilarWeb 35
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Use SimilarWeb Pro
& generate the
seed list of domains
we want information on
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Top Sites
Top 2,000
(out of 9,793) sites
@SimilarWeb 37
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Similar Sites
Top 40 Similar Sites
@SimilarWeb 38
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Keyword Competitors
Organic Competitors -
Top 2,000 sites
(out of 13,105)
@SimilarWeb 39
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Audience Interests
Top 2,000 sites
(out of 15,795)
@SimilarWeb 40
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Step 1 – Generating the Seed List
@SimilarWeb 41
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Step 1 – Generating the Seed List
@SimilarWeb 42
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Step 2 – Analyze a List of 4,071 unique websites
Pull total vis i ts for the past year (2015-04 to 2016-04)
Calculate Month-over-Month and Quarter-over-Quarter growth for each
domain
Sort the l ist to display highest growth % and > 1,000,000 monthly vis its
in Apri l 2016
Graphical ly display past s ix months of traff ic for the top 15 websites
f i tt ing the above criter ia
Analyze al l websites that f i t the criter ia
@SimilarWeb 43
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Pull Total Visits for the Past Year
@SimilarWeb 44
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Pull Total Visits for the Past Year
@SimilarWeb 45
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Calculate Month-Over-Month Growth for Each Domain
@SimilarWeb 46
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Calculate Month-Over-Month Growth for Each Domain
@SimilarWeb 47
Insert Month-over-Month and
Quarter-over-Quarter growth
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4,071 Domains Sorted By Growth
• MoM sorted by highest
to lowest
• Apri l 2016 vis its >=
1,000,000
@SimilarWeb 48
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4,071 Domains Sorted By Category
• Added categories
• Fi l tered by Travel
@SimilarWeb 49
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Final Competitors List
@SimilarWeb 50
Domains with MoM >= 10% or QoQ >= 10%
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Competitors Dashboard Final View
@SimilarWeb 51
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Let’s Dive Deeper
@SimilarWeb 52
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Deeper Analysis of justfly.com With SimilarWeb PRO
@SimilarWeb 54
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Deeper Analysis of justfly.com With SimilarWeb PRO
@SimilarWeb 55
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Deeper Analysis of justfly.com With SimilarWeb PRO
@SimilarWeb 56
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Building a Competitors Dashboard
Use SimilarWeb PRO to discover direct competitors and sites that are
competing for the same traffic
Track MoM visits to identify major increases in traffic
Research the source of traffic and acquire to their domain
@SimilarWeb 57
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Organic Keyword Research
• Discover organic keywords used by competitors
• Understand volume sent to competitors for their
top 50 keywords
• Look at MoM change in keyword volume
• Compare with internal SEO efforts to optimize
targeting new and existing keywords
How can do it with SimiarWeb API?
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Organic Keyword Research for cheaptickets.com
Generate seed l ist for API using Top 150 Organic Competitors
Pul l Traff ic Sources to see organic search volume for March – Apri l 2016
Pul l Top 50 organic keywords per domain, per month
Calculate volume per keyword per domain
Aggregate volume per keyword
@SimilarWeb 59
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Generating the Seed List
@SimilarWeb 60
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Extract Top 50 Keywords and Organic Search Volume
@SimilarWeb 61
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Extract Top 50 Keywords and Organic Search Volume
@SimilarWeb 62
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Extract Top 50 Keywords and Organic Search Volume
@SimilarWeb 63
• Top 150 Organic Search
Compet i tors
• Top 50 Keywords
• For prev ious 2 months
(March and Apr i l )
Aggregate volume per
keyword v ia a p ivot table
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Aggregated Volume for Top 50 Keywords
@SimilarWeb 64
Our next steps are:
• Add MoM change
• F i l ter Apr i l Volume to be >= 10 ,000
• Sort by MoM change (h ighest to lowest )
• F ind interest ing keywords!
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Top Trending Keywords March - April
@SimilarWeb 65