In the world of search marketing it’s always useful to keep tabs on how important keywords are performing in your industry. Taking a look at which sites are winning the click battle on key terms can help you develop a sound search marketing strategy.
Using Compete Analytics I recently took a look at the term ‘real estate’ to see which sites were getting the most traffic on the term and how much of their total search traffic was coming from the term. The report below gives you a snapshot of the results, as you might imaging realtor.com faired pretty well. Some definition of terms in reading the report:
Keyword Share - The percentage of referrals a site receives from the term ‘real estate’ compared to other sites.
Site Share - The percentage of all search referrals from the keyword ‘real estate’
Average Monthly Search Referrals - Total search referrals going to a site in a given month.
What I find most interesting is the success that names further down the list are having with the ‘real estate’ keyword. With the lower trafficked sites and higher ‘real estate’ keyword concentration of referrals, assumptions can be made that they are directing paid search dollars to the term. Natural search results are dominated by the sites with higher Keyword Share.
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