According to our many SEMrush reviews over the past couple of years, I admit that this is one of the best market analysis tools. No questions about this. It is proved over and over again that it is extremely reliable not only in SEO research, but also in competitive intelligence on search platforms and social networks.
More specifically, SEMRush includes many reliable tools that can generate information about organic keywords, organic competitors, search engine ranking, Google ad campaigns, display ads, backlinks, product advertisements, search engine traffic, etc.
It’s a hell of a lot of features on one platform. Therefore, it is clear why SEMrush is widely known as a comprehensive set of digital intelligence.
However, quite interestingly, there is still room for additional tools in SEMrush. And now, he recently expanded his many functional capabilities by providing another set of intellectual resources, just when we thought that the platform could not get better.
What exactly am I talking about here?
Well, it turns out that now you can delve deeper into the traffic of your competitors for intel on their respective web pages, as well as the relevant trends in ordering, the number of customers, top products, etc.
And that’s not all. SEMrush further introduced what he calls the “ Market Explorer tool, which is reported to allow extensive exploration of new markets.
Then take it. According to the team at SEMrush, you can strategically combine these new features to better communicate opportunities that your business can benefit from.
Now it sounds like something worth it, whether you are a regular SEMrush user or not.
And so they did. SEMrush took the time to thoroughly try out all the new SEMrush features. So far, we have conducted many tests to give you the truth and only the truth about whether new tools will be beneficial for you.
So, without further ado, let’s take a look at everything we found about SEMrush’s “ Top Pages ” feature and the “ Market Explorertool.”
Main page feature
As soon as we embarked on our journey with this new report, it became obvious that this was not just about the main pages. So do not let the name fool you. SEMrush’s new “ Top Pages” feature is much more than just a tool for reporting top-performing pages.
Here is a complete list of all the information I could get from her:
The most popular competitor pages, products and services
I think this is a little obvious.
And yes, I have confirmed that SEMrush is really capable of analyzing your competitors’ traffic patterns to identify their main areas of interest.
It sets up specific pages that attract most of the traffic, from where you can further determine the best products or services of your competitors.
And why would this be relevant?
Well, imagine you are revealing the specific web pages your competitors relied on. This information alone can help you plan an effective counter-strategy.
You could, for example, submit similar pages on your site, as the target market remains the same.
And if the competition for the product is too aggressive to your liking, you can do the opposite – avoid the direct involvement of a competitor, focusing all your marketing efforts on other products.
If, for example, your competitor does an excellent job with “B”, you can ignore it, preferring products “A” and “C”. Thoughtful, don’t you think?
The volume of customers of your competitors
Previously, SEMRush only got to the point of showing your competitors’ traffic numbers. The “Best Pages” function has changed this situation, tracking even the actions that visitors to your competitors’ site take.
It is not too detailed though. Rather, it tracks the URL parameters of the traffic of your competitors. Then you can generate conclusions based on URL indicators, such as “ Free trial”, trial ”,“ payment ”,“ shopping basket ”, or“ place an order ”(you can filter the list of pages by these and similar keywords) .
Consequently, you can estimate the amount of conversions that each of your main competitors is gaining based on the number of website visitors who add products to their shopping carts before proceeding with the order process and finally completing the payment.
Competitor Campaign Trends
With a list of homepages in front of you, you can further analyze the trends of your competitors’ campaigns based on their sales models.
For example, if you are trying to organize different URLs in chronological order, you can define duplicate seasonal shopping patterns. And this may mean that your competitors are using seasonal marketing campaigns.
But that’s not all. This information is also useful when you are trying to gauge the sales and cross-selling trends of your competitors.
Non-indexed landing pages of competitors
Not all landing pages are indexed by Google. Some of your competitors may intentionally hide their most effective landing pages from search engines to mislead smart tools that track search traffic.
Well, I have to admit that this trick could be a problem even for SEMRush for the most part. Prior to “Top Pages,” the feature eventually came to the rescue.
Thus, at the moment, Top Pages ideas even cover the hidden landing pages of your competitors. This gives you the opportunity to evaluate all the effective strategies and campaigns that your competitors use on their most effective hidden pages.
Popular content on the platforms of your competitors
Top Pages ideas do not always relate to the most effective products and services. In some cases, they also help you determine the type of content that suits your target audience well.
The trick is simply to check and confirm if there are any of the content pages of your competitors among the most popular pages. You can then browse relevant content topics to get a general idea of the type of content you should post on your blogs.
In the end, you can even learn about the trends in content that your competitors use to increase sales.
Competitor Sales Strategies
By keeping tabs on your competitors’ sales pages, you can notice when they begin to change their sales strategies.
SEMrush Traffic Analytics even makes things a lot easier for you by keeping a record of past homepage ideas. Therefore, you just need to compare previous trends with current ones to get a good idea of how your competitors’ sales strategies have evolved.
If you think about it, all this should not end there. You can also use analytics to predict the future trends of your competitors and, possibly, prepare in advance for counter campaigns. Sounds like an honest way to get ahead of your competitors.
The best regional markets and languages
If you are a type of e-commerce seller dealing with several regional markets in different language zones, you can pay particular attention to the information on the main pages of your competitors.
Only traffic information should indicate the regions of your competitors with the highest efficiency, based on the amount of traffic and the volume of sales that they record on their localized pages or subdomain.
Therefore, you can discover new promising regional markets or get an idea of the performance of products in different regions, as well as the total cost of each independently localized version of the site.
This is how you ultimately decide in which regions and languages you should give priority.
The potential effectiveness of a new product or service
The launch of a new product or service is usually fraught with many uncertainties. Yes, that’s right, I was there, and I know exactly what it is.
So, of course, I was very excited when I found out the Top Page Report in SEMrush Traffic Analytics can also come in handy when launching the product.
However, the trick here is pretty simple. Just evaluate the potential effectiveness of what you mean based on the amount of traffic posted on your competitors’ product pages. In particular, you should focus on competitors who sell the same range of products that you plan to launch.
Then, once you have identified a competitor with positive sales trends, try to analyze their campaign strategies to understand how to handle your target market.
Market Explorer Tool
When it comes to market research, the Top Pages function does a neat job well, but let’s face it. You need much more than understanding the pages of competitors in order to make informed decisions about the main parameters of the market.
Now, as the name suggests, SEMrush Market Explorer Tool is engaged in market research. Along with the Traffic Analytics tool (including a report on the main pages), Market Explorer is part of the SEMrush Competitive Intelligence add-on. It can be purchased in addition to the SEMrush core set to help e-commerce enterprises conduct a comprehensive check of all relevant parameters to avoid entering uncharted market territories.
Simply put, you can think of Market Explorer as a kind of psychic fortuneteller who lets you know what to expect on the road if you decide to continue.
It is worth noting, however, that this tool does not fully work independently. Usually, you should use it with other SEMrush tools to increase the effectiveness of market research.
And speaking of the process of market research is divided into three main stages:
- Industry and Market Overview
- Target Audience Analysis
- In-depth competitor analysis
Stage 1: Industry and Market Overview
The bottom line is to give you a general idea of the market you are planning to enter, plus related industry variables.
Now, although there are many different approaches that could be applied here, SEMRush Market Explorer is choosing to use case studies from competitors to demonstrate standard industry conditions. This means that he analyzes various market parameters based on the results of pre-existing enterprises.
Identify industry leaders
And what’s the best way to get started than identifying industry leaders who are widely recognized as successful?
Yes, everything is correct – Market Explorer requires you to list the most prominent brands before continuing.
You do not need to remember all of them, though. One e-commerce company should be enough. Just enter his domain name into the system, and SEMrush will help you come up with additional options.
Well, essentially, SEMRush will display a list of related businesses that you can choose from.
And when it comes to this, I would advise you to prioritize based on their rating in the list – from the top to the bottom options.
Ultimately, you should be able to evaluate each individual player in the industry based on their traffic trends, traffic sources, audience characteristics, traffic volume, etc. All this analytics is conducted by Market Explorer.
But this is only the first step. Having studied the volume of traffic, we should move on to market growth indicators.
Analyze market growth indicators
Market growth determines the difference between a potentially promising market and a market that seems to be getting out of hand.
Therefore, the size of the traffic is not the main direction as such. Rather, SEMrush can help you analyze overall market growth by tracking traffic changes over time. And this requires you to filter various traffic patterns according to relevant historical data.
Industry Trends Overview
If you look at an extremely volatile industry, such as hospitality, you may have noticed that traffic patterns change dramatically depending on the season. A large volume of traffic at one point may be followed by a period of extremely low levels of lead generation.
Well, of course, this may sound unsuccessful, but in fact it is not. Although the hotel business is not a permanent year-round industry, its market trends are usually regular. Both high and low seasons usually affect all players.
However, you should worry about irregular trends in the industry. You confirm this by comparing traffic indicators for each business with the corresponding market numbers.
A stable market with regular industry trends will repeatedly display a parallel trend when comparing two indicators. The fall in market trends should be accompanied by a decrease in traffic for each business and vice versa.
Determine the current and future direction of the business
A reliable business plan is best created when you critically analyze and compare all the current information that you collect from selected enterprises. Particular attention should be paid to modern indicators, such as progress in the development of the company, achieved by various companies, their respective business models, as well as basic products and services.
Then, having comprehensively analyzed and compared them, you will get a good idea of how the current market works, as well as the type of products sold. It will even help you make informed forecasts about the state of the business environment in the near future.
Consider possible threats
SEMRush In addition, you can identify potential threats to the business that you may face in the future. In addition, you can prepare accordingly for the level of competition that is expected when you join the market.
Good, fair enough. But how exactly do you figure out possible market threats using the Market Explorer tool?
Pretty simple really. By default, SEMrush gives you an idea of the types of companies you will compete with in your area of interest.
Now combine these findings with market trends and your product considerations, and you will begin to discover possible market gaps that your competitors might try to fill in the future.
Stage 2: Target Audience Assessment
In addition to market and industry information, Market Explorer is a tool that provides insight into the traffic that you can use to determine your target audience.
Now, to be precise, the analysis of the target audience is to determine who will participate in your campaigns, where you will interact with them when you reach the most effective channels of interaction with them, as well as related optimization measures.
And yes, SEMrush comes with all the analytic capabilities you might need for these definitions. But, get it – for the best possible result, you should rely on the Market Explorer tool along with SEMRush Traffic Analytics features.
However, here is a brief breakdown of the entire process of the target audience, as well as the corresponding functions of the tool that you could use:
Determine market size
Before we continue, it is worth noting that the size of the market is different from the size of the industry. Although the latter is mainly valued in foreign currency, the former is described using volumes of potential customers. And this is exactly what you will be trying to define here.
Fortunately, SEMrush Market Explorer makes this incredibly easy in its market overview. A quick scan of the numbers should reveal trends in the industry of your choice.
In fact, it goes beyond today’s figures, showing even past trends, as well as corresponding growth rates over time.
Therefore, you should easily calculate the marketing budget that you will need to reach such an audience.
Explore consumer demography and psychography
Consumer demographics, such as gender and age, are one of the factors that strongly influence consumer behavior and purchasing patterns in all sectors.
In addition, the way you promote your products and position your brands depends on the demographics of your audience, as well as on the accompanying psychography. A campaign can only be effective if the advertising content is well aligned with the interests and lifestyle of the audience.
Well, it turns out SEMRush Market Explorer will help you determine this too. His report on traffic reveals not only a general overview of the audience, but also the characteristics of various people who primarily interacted with enterprises in the industry.
Determine the cost of location
Moving to a new location can be quite risky, as several variables come into play. Each place has its own culture, language, seasons, demographics, as well as fluctuations in supply and demand.
For example, in Western countries, consumers are especially fond of shopping from October to December, unlike Eastern consumers. The main reason is that two groups of customers have different holiday calendars.
But do not rush to view calendars yet. You must first determine the most promising regions of the audience before delving into their cultural characteristics.
Now, the easiest approach here is to review the Geo Distribution report in SEMRush Traffic Analytics. Then, by identifying the exact sources of traffic for your competitors, you can determine the most fruitful locations for your audience.
It is worth noting, however, that this option is not for everyone. The best candidate would be a merchant, or perhaps a major international brand.
On the other hand, small e-commerce sellers usually come with specific countries. And in this case, the best option would be to skip the first step and immediately proceed to assess the country’s market.
The pin-drop technique Market Explorer tool allows them to filter their views by region for a deeper analysis of different consumer segments.
Explore target audience behavior
Understanding the interests of your target audience is critical. But it does not stop there. If you want to really find out your audience, you must go beyond their interests and even analyze their behavior.
But don’t get me wrong. We are not talking about any behavior. Rather, audience behavior here refers to their campaign reaction patterns, shopping patterns, and web surfing trends.
In other words, therefore, you need to know the type of websites on which they spend most of their time, the platforms they often visit, the type of surfing devices they use, etc.
All these and many other ideas are available in the SEMRush Traffic Analytics tool. And to determine the most common behaviors, compare the opinions of the audience from the most dominant competitor with traffic analytics from other competitors. Then, of course, pay special attention to the common elements.
Stage 3: Detailed Competitor Analysis
Once your market, industry and target audience are already defined, there is only an in-depth analysis of competitors.
Well, I know what you are thinking about. We have already identified competitors in our previous stages. So what is the point of this step?
Well, you see that in competitive analysis the fact is that basic information is not enough. The most valuable and insightful information can be obtained only after a comprehensive analysis of all relevant parameters.
And it is there that SEMRush It includes the intellectual capabilities of competitors. It helps to analyze not only your direct competitors but also indirect ones offering alternative products.
In general, a detailed analysis of competitors entails:
The bottom line is to understand how your competitors influence the product, as well as their possible strengths and weaknesses. Ultimately, you can use the results to determine potential product positioning opportunities.
Analysis of marketing strategies of your competitors
Once you have evaluated all the relevant product variables, you can begin to conduct extensive research on the marketing strategies of your competitors.
Now you can bet that SEMrush is completely advanced. Although its Market Explorer Tool provides useful competitor information, it is only one of many competitor analysis tools on the SEMrush platform.
Pin-drop technique Traffic analytics The tool is especially useful when it comes to researching a competitor’s strategy. He can accurately direct you to the main areas where your competitors focus the bulk of their marketing efforts. In addition, it displays the exact platforms and digital channels your competitors rely on for potential customers, audience and traffic.
The pin-drop technique Market Explorer Tool, on the other hand, provides a simple and direct way to analyze the respective stocks of your competitors. In addition, you can also evaluate the performance of various digital marketing channels.
For a more focused study of digital marketing channels, SEMrush has about 40 more tools for in-depth analysis of organic and paid tactics of competitors, content assets and presence on social networks, as well as PR efforts.
And now, ladies and gentlemen! Obviously, both SEMrush Traffic Analytics’ Top Page Features and SEMrush Market Explorer Tool will delay their end of the transaction.
But that does not mean SEMRush was previously weak. The platform copes well enough with digital marketing research and competitor analysis, and additional tools serve only as additional means to strengthen an impressively strong system.
Well, I have to admit that this is the type of update that gives me goosebumps, since I really like to try innovative digital tools.
But let’s hope that SEMrush does not compromise its user experience over time. If you think about it, too many tools on the same platform can be a little overwhelming.