Working in a company moving deeper into digital publishing as the market for printed publications declines has highlighted the difference in available competitive data to me.
In print, you find out about how your competitors are doing through knowing their ‘circulation’. You can pay to have your circulation figures audited by an organisation which verifies how many units of your publication are ‘out there’ each month or year, on the shelves or being sold.
In the digital world, it’s much easier, quicker and cheaper to check competitor website traffic, equivalent to circulation’. And yet, not many people who’ve been used to working in the print world know how to check competitor website traffic. They know their own website’s traffic, but not their competitors’ visitor numbers.
This ease of access to knowing how much traffic your competitors get on their websites is excellent. It cuts out the vagueness that the print world has lived in for decades, when it comes to circulation, and brings more precision to becoming and staying competitive.
It has a drawback, however. If you can check your competitor's’ website traffic, they too can check your traffic. But, it means there is no more ‘BS’ about competitor website traffic or ‘circulation’.
Nevertheless, here is a quick guide on how to check competitor website traffic in a few clicks.
How accurate is the information on SimilarWeb?
That’s a good question. And, the answer is to check your own website using the SimilarWeb extension, look at the data and then compare it with your own website analytics data, like in Google Analytics. When I did this comparison the results were accurate enough for me to take it seriously.
What can you do with this information about your competitors?
With all this information to hand, you can build up picture of your competitor’s website traffic. You can get an idea of their strengths and weaknesses. You can see who helps them get visitors and where they advertise.
Who can use this information?