Last month, Amazon renewed Alexa’s Site Overview tool. Advertisers and publishers use Alexa’s Site Overview tool to find opportunities to grow the traffic and analyse the competition. Here a view of the PPC Land website on Alexa.
Alexa’s Site Overview tool is now creating an automated competitive analysis using the top 4 competitors. According to Amazon, competing sites are determined by the amount of overlap between the audience of both sites, and the keywords shared between the sites.
The competitive analysis report contains four main sections: keyword opportunities, competitive analysis, audience analysis, and traffic statistics.
Alexa’s Site Overview tool is known mainly because of its website ranking system, as Alexa ranks all websites globally. Alexa Rank is an estimate of the site’s popularity as compared to all other sites on the Internet. Alexa Rank is used to illustrate the demand for a website. For example, SSPs use Alexa’s top websites to identify potential customers.
Keywords on Alexa
The keyword sections are broken down into 4 sections. Keyword Gaps, Easy-to-Rank Keywords, Optimization Opportunities, and Buyer Keywords. According to Amazon, the keyword information enables publishers and advertisers to create new content or improve existing content to try to capture more search traffic.
Publishers can find gaps in their strategy, see the competitors’ top keywords, and identify high-value, buyer keywords.
- Easy-to-rank keywords: popular keywords within the site’s Competitive Power.
- Keyword gaps: keywords driving traffic to the site’s closest competitors, but not the site.
- Buyer keywords: keywords that are relevant to the site and indicate high purchase intent.
- Optimisation opportunities; popular keywords that drive some traffic to the site, but could be better optimised to drive more search traffic.