Direct — Your competitor is conducting offline marketing or has strong brand awareness, as users already know the brand name and go directly to the site.
Referral — Your competitor is paying for visibility on germany phone number list other sites (banner ads), investing in Digital PR to get brand mentions and links on other sites, investing in content published on other sites, or cross-promoting with other sites.
Research — Your competitor is investing in on-page technical SEO, keyword and content strategy, and most likely link building.
Social — Your competitor is active on social media.
Paid — Your competitor is spending their budget on paid advertising, most likely on Google Ads.
First, within Traffic Analytics, use Traffic Path to see the breakdown between Direct, Referral, Search, Social, and Paid.
This chart shows that IKEA and Home Depot both have strong brands and organic presences.
It looks like Home Depot is investing in off-page content on other sites and paid advertising.
On the Traffic Path graph, we can see that most of IKEA’s traffic is direct or organic. This reflects a strong investment in the brand.
This chart also shows that 32.72% of visitors are likely to use PayPal as their payment method.
32.15% browse Facebook. Is it to check IKEA’s Facebook page for coupons and deals? Or is IKEA’s audience very active on Facebook? So, is that where they should place their ads?
The Market Traffic chart shows us the average industry breakdowns for each marketing channel. A powerful tool that can show us where we need to pay attention.
In the IKEA niche, we can see that direct traffic is the strongest channel and shows us that brand investment is essential.
Finally, do a manual review of the social media channels your competitors are most active on and pay attention to the engagement on each channel.
Don't forget to look at any influencer activity on your competitors' social channels, as this may indicate that they are leveraging paid influencer marketing.
