Discover your rivals' traffic acquisition strategies
Posted: Thu Jan 30, 2025 3:48 am
The first step in designing a traffic growth strategy is to look at market trends. This will help you define potential growth goals. If your niche is in decline, aiming for a 400% traffic increase might not make sense.
A simple search on Google Trends can give you an overview of what's happening in your niche.
In Expedia's case, a drop in traffic can be explained by the decrease in the number of searches for some key queries in which they rank:
Google Trends
Of course, this is a superficial approach to observing market trends. There are various industry reports and more advanced market research tools that will provide you with a more detailed view:
image.png
Looking at the data from the Market Explorer tool , we can see that kuwait mobile database the travel market has declined significantly, so Expedia’s traffic decline is a natural result. This means that with ever-decreasing traffic volumes, brands like Expedia are in a race for existing (and declining) traffic against all the competition.
How to decipher your competitors' marketing strategies
An industry player probably knows who the main competitors are. However, a simple Google search will provide approximate information on the most successful companies within the niche.
For a more accurate picture, check out this post , which will walk you through the entire process of identifying your rivals.
Market Explorer tool: Expedia.com's competitors
To keep this step from being too overwhelming, you can define up to five of your closest competitors and begin analyzing their traffic generation strategies.
Since there is no direct access to your competitors' internal traffic data, you should use tools like Traffic Analytics to get Google Analytics-like data about your website.
With the Traffic Analysis tool, you can see how your competitors set their traffic acquisition priorities. Whether it's direct, referral, search, social or paid traffic .
Using this tool, we identified that Agoda has surpassed Expedia in some traffic figures, by getting more visits from paid campaigns (not necessarily due to larger advertising budgets) and from social media:
SEMrush Traffic Analytics: Traffic Sources (Expedia vs. Kayak vs. Agoda)
By comparing your competitors to your site in terms of traffic sources, you can identify the weakest and strongest areas of your marketing strategy, and then adjust it accordingly.
A simple search on Google Trends can give you an overview of what's happening in your niche.
In Expedia's case, a drop in traffic can be explained by the decrease in the number of searches for some key queries in which they rank:
Google Trends
Of course, this is a superficial approach to observing market trends. There are various industry reports and more advanced market research tools that will provide you with a more detailed view:
image.png
Looking at the data from the Market Explorer tool , we can see that kuwait mobile database the travel market has declined significantly, so Expedia’s traffic decline is a natural result. This means that with ever-decreasing traffic volumes, brands like Expedia are in a race for existing (and declining) traffic against all the competition.
How to decipher your competitors' marketing strategies
An industry player probably knows who the main competitors are. However, a simple Google search will provide approximate information on the most successful companies within the niche.
For a more accurate picture, check out this post , which will walk you through the entire process of identifying your rivals.
Market Explorer tool: Expedia.com's competitors
To keep this step from being too overwhelming, you can define up to five of your closest competitors and begin analyzing their traffic generation strategies.
Since there is no direct access to your competitors' internal traffic data, you should use tools like Traffic Analytics to get Google Analytics-like data about your website.
With the Traffic Analysis tool, you can see how your competitors set their traffic acquisition priorities. Whether it's direct, referral, search, social or paid traffic .
Using this tool, we identified that Agoda has surpassed Expedia in some traffic figures, by getting more visits from paid campaigns (not necessarily due to larger advertising budgets) and from social media:
SEMrush Traffic Analytics: Traffic Sources (Expedia vs. Kayak vs. Agoda)
By comparing your competitors to your site in terms of traffic sources, you can identify the weakest and strongest areas of your marketing strategy, and then adjust it accordingly.