Similarweb’s Post

Besides tracking the visibility shift before/after a Google Update, remember to track the clicks trend over time to check what's actually engaging -and likely better satisfying users' needs- to take into account in your own strategy. This can change a lot based on query intent, so I like to track the top terms for each product line for the top queries of the major terms permutations. You can use tools like Similarweb or others providing clickstream data to see their shift in clickability, besides positions: which are the sites types and the nature of the content attracting users clicks now per query patterns. How can you close this gap if your own content is not anymore? For example, we can see how the NYTimes Wirecutter reviews clicks share has increased and is the leader for the top "best jeans" queries, followed by Levi's, Reddit, and as well as a long tail of publishers. A useful report to show an online retailer the need to double down in informational content and source of topics to take into account... users prefer to engage with them! For the top "buy jeans" terms, we can see how more clicks are attracted by retailers transactional pages, however, we can also see how informational platforms such as YouTube or Reddit are also attracting non-trivial clicks, and the queries for which this is happening. Useful for your retail informational content strategy too. I hope this is useful when analyzing your sites rankings/traffic shifts!