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15 Unique Ways to Check Competitor Website Traffic

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15 Unique Ways to Check Competitor Website Traffic

You only need three tools to get sixteen highly actionable data points on your competitors’ traffic.

Before we dive in, let’s set the right expectations: no tool will give you your competitor’s exact traffic data. However, it’s still well enough to see what works for them, copy their best ideas, or set realistic benchmarks.

We’ll cover:

  • Types of data you can access, such as traffic volume, trends, organic and paid keywords, and audience insights.
  • Practical use cases, including benchmarking, tracking progress, identifying content gaps, boosting your SEO and SEM, and negotiating budgets.
  • Last but not least, how this data is gathered and its reliability.

With these tools and insights, you’ll be well-equipped to understand and outperform your competitors’ website traffic.

We’ll start with organic search traffic — the source on which you’ll get the most data.

How to analyze competitor organic search traffic

Organic search traffic refers to the clicks a site gets from search engines, excluding search ads.

There’s a lot you can tell about your competitors’ organic traffic and a lot you can tell from it. Here are my favorite twelve use cases with detailed instructions.

You can check that in seconds for free, right now:

The tool will also show you where in the world the traffic is coming from, some of the top pages and keywords, and traffic value (i.e., the value of the organic search traffic, if it were to be acquired via PPC in Google Ads).

Organic competitors are the sites that compete with you for the same organic keywords in search engines.

Typically, you’ll have more organic competitors than your regular direct business competitors. For example, a 3D printer manufacturer may be competing for a fair share of keywords with a 3D printing magazine — completely different businesses, same keywords.

So by rounding up your top organic competitors, you gain a bigger pool of keyword ideas you can potentially target. Much bigger than if you’d just take into account your direct competitors.

Here’s how to identify all organic competitors.

  1. Open Ahrefs’ Site Explorer and enter your domain.
  2. Go to the Organic competitors report.
Organic competitors report. Organic competitors report.

From there, you can look at the common keywords to see where they outrank you or click on Competitor’s keywords to see keywords you don’t rank for but they do (a.k.a. your content gap).

Top competing domains report showing keyword intersect. Top competing domains report showing keyword intersect.

If your competitor is doing SEO, typically their blog will attract most of their organic traffic. But this is not always the case. They may have found other ways of getting clicks from Google, like free tools or free resources, and you could do the same.

  1. Open Site Explorer and enter your competitor’s domain.
  2. Go to the Site structure report.
Site structure report. Site structure report.

For example, someone analyzing our site could see that our free writing tools get more organic traffic than years of writing on the blog.

Free writing tools get more organic traffic than years of writing on the blog. Free writing tools get more organic traffic than years of writing on the blog.

To see your competitor’s top performing pages:

  1. Go to Site Explorer and enter your competitor’s domain.
  2. Go to the Top pages report.
Top pages report.Top pages report.

The first use case here is targeting the same keywords as their top pages to channel some of that traffic your way.

Top keyword column in Top pages report. Top keyword column in Top pages report.

There’s more. You can use the report to see which pages contributed to an uptrend or downtrend in your competitor’s traffic.

Analyzing changes in traffic with the Top pages report. Analyzing changes in traffic with the Top pages report.

Or, focus on top-performing pages and use the Compare pages view to see when those pages started to pick up traffic.

Comparing pages in Top pages report.Comparing pages in Top pages report.

Now to see what the competitors did to improve the pages, click on the caret next to the page and click Inspect.

Accessing the Inspect tool contextually.  Accessing the Inspect tool contextually.

Then choose the date on the calendar and view changes made to the text in that time.

Calendar tool in Ahrefs. Calendar tool in Ahrefs.

If you’re already doing SEO or considering it, seeing a list of your competitors’ keywords is almost like they’ve shared their keyword research with you.

You can use keyword data to find:

  • Top-performing keywords and “steal” some of their traffic with your own content.
  • Top-performing keywords in specific countries.
  • Keywords with specific terms to find content ideas around certain topics or phrases.
  • Low-difficulty keywords (typically, faster to rank).

To see your competitors’ keywords:

  1. Go to Site Explorer and enter your competitor’s domain.
  2. Go to the Organic keywords report.
  3. Use the filters to find what you need. For instance, use the KD filter to find low-competition keywords.
Organic keywords report in Ahrefs. Organic keywords report in Ahrefs.

For example, you can track the ranking history of your competitor’s top traffic-generating keywords. If you see sudden spikes, it likely means they’ve updated the content to increase ranking. By using the calendar feature mentioned above, you can learn how they did it.

SERP history. SERP history.

One of the best ways to find organic traffic you’re potentially missing out on is to do a content gap analysis. In SEO, it means identifying the keywords that your competitors rank for but you don’t. Some of those keywords can make perfect topics for you to cover.

In Ahefs, you can do a content gap analysis automatically:

  1. Go to Ahrefs’ Competitive Analysis tool.
  2. Enter your domain in the Target section.
  3. Enter your competitors’ domains in the Competitors section.
  4. Hit “Compare”.
  5. Click the Content Gap report.
Ahrefs' Competitive Analysis tool.
Ahrefs' Competitive Analysis tool.

Toggle Main positions to exclude your competitors’ rankings in SERP features like “Top stories” and “Image packs.”

Toggling the "Main positions only" feature.
Toggling the "Main positions only" feature.

Now look through the report and identify keywords that are relevant for your site. The volume column will show you which keywords are likely to send the most traffic.

More than 60,000 potential keyword opportunities via Ahrefs' Content Gap report.
More than 60,000 potential keyword opportunities via Ahrefs' Content Gap report.

Short-term organic traffic performance can inform you of the latest developments in your competitors’ rankings (say, within the last 24 hours to a couple of weeks).

For example, you can observe the impact of the latest Google Update on their site, see how much traffic they gained or lost last month, or check if any of their newly launched pages are already picking up traffic.

To see short-term organic traffic performance:

  1. Go to Site Explorer and enter your competitor’s domain.
  2. In the Overview report, choose a timeframe in the Changes mode.
Choosing a short-term data timeframe in Overview report. Choosing a short-term data timeframe in Overview report.

This will adjust the top-level metrics and traffic by location panel and show you the changes over the specified period.

1717077370 466 15 Unique Ways to Check Competitor Website Traffic1717077370 466 15 Unique Ways to Check Competitor Website Traffic

You can go as deep as day-to-day traffic changes — a very helpful thing if you want to see Google’s update impact on your competitors’ traffic.

Traffic performance graph showing exact day of a Google update. Traffic performance graph showing exact day of a Google update.

Date comparison is available in multiple tools and reports across Ahrefs.

As for long-term traffic performance, this allows to set a traffic goal to match or overtake your competitor’s traffic, and plan your budget based on competitor’s performance. You can also use it to forecast your competitors’ traffic.

To see long-term traffic performance:

  1. Go to Site Explorer and enter your competitor’s domain.
  2. Turn on the Years mode in the traffic graph.
  3. Adjust the time frame and export the data if needed.
Choosing a long-term data timeframe in Overview report. Choosing a long-term data timeframe in Overview report.

Seeing multiple sites on one graph is useful if you want to identify the leader in your niche, compare your site to a few competitors simultaneously, and determine if you are catching up to the leader or if someone is catching up to you.

Here’s how:

  1. Go to Site Explorer and enter your domain.
  2. Add competitors using the Competitors tab.
Zoho Desk's traffic (green) is catching up to Intercom (blue).
Zoho Desk's traffic (green) is catching up to Intercom (blue).

Organic share of voice (SOV) is an SEO metric that shows how much traffic goes to your pages compared to competitors’.

In other words, if you want to see your overall organic search traffic share in the market, and eventually increase it, this is the metric you’d want to use.

SOV is based on tracked keywords, so you first need to add them to the tool. These can be keywords you target on your blog, your product pages, or even all of your important keywords together.

  • Go to Ahrefs’ Rank Tracker.
  • Start a New project.
  • Select keywords to track. You can use the filters to refine the list suggested by the tool and add some keywords later on. Make sure to choose only important locations for your site.
Adding keywords to track in Ahrefs Rank Tracker. Adding keywords to track in Ahrefs Rank Tracker.
  • Add competitors. You can add specific sites or choose from the ones suggested by the tool. Notice the keyword intersect — the higher the number, the “closer” the competitor.
Adding competitors to analyze in Rank Tracker. Adding competitors to analyze in Rank Tracker.

Once you finish the set-up, you will be able to see and regularly track SOV in the Competitors Overview section in Rank Tracker.

Share of voice metric in Rank Tracker. Share of voice metric in Rank Tracker.

One of the ways your competitors could be getting traffic is from links from other sites (a.k.a. referral traffic).

Knowing who links to your competitors allows you to pursue the same or similar links which can help you not only get more referral traffic but also boost your SEO and increase your brand awareness.

To find pages with a high probability of sending traffic to your competitors, look for backlinks from pages with significant organic traffic. Here’s how:

  1. Go to Site Explorer and enter your competitor’s domain.
  2. Open Backlinks report. Pages with the most traffic will be displayed on top by default.
Backlinks report in Ahrefs. Backlinks report in Ahrefs.

From there you can use the Referring page title filter to see only reviews or rankings where you could be listed, too. Simply add in words like “vs, review, tool, tools, top” as a way to identify these pages.

Using the referring page title filter to see only reviews or rankings where you could be listed, too.Using the referring page title filter to see only reviews or rankings where you could be listed, too.

Here’s an example of such a page:

1717077372 49 15 Unique Ways to Check Competitor Website Traffic1717077372 49 15 Unique Ways to Check Competitor Website Traffic

Another way to analyze your competitors’ traffic is to treat them as one entity. This allows you to:

  • Benchmark your site traffic trend to your competitors as a market segment.
  • Identify broader industry trends and seasonal patterns in traffic.
  • Assess the collective impact of major events, such as changes in search engine algorithms or economic shifts.
  • Monitor the overall health and growth rate of your industry.

For this, use the Portfolios feature in Ahrefs. The image below shows aggregated data for four sites, including organic traffic and paid traffic (from Google Search Ads).

Example portfolio of sites. Example portfolio of sites.

Here’s how to set it up:

  • Dashboard and click Create > Portfolio.
How to create a new portfolio.  How to create a new portfolio.
  • Fill in the URLs you want to track. Note the URL mode selector. Use “Domain” to track the entire domain with subdomains, “Path” for folders, and “Exact URL” for single pages.
Filling details of a site portfolio. Filling details of a site portfolio.

How to analyze competitor paid search traffic

Paid search traffic refers to the clicks a site gets from search ads on search engine result pages. Here’s how to check your competitors’s paid search traffic and how to use that knowledge to your advantage.

If you’re running search ads, checking out your competitors’ paid keywords can give you ready-made keyword research. This lets you see which keywords are working for them and helps you fine-tune your own ad strategy to target those high-performing keywords.

What’s more, you can reveal paid search data Google Keyword Planner hides by default: search volume for a particular keyword instead of a search volume range for a group of keywords.

And even if you’re not investing in ads, this info can still be super useful. It usually means these keywords are important to your competitors because they know these keywords bring in customers. Chances are, these keywords could be important for your business, too.

To find your competitors’ paid keywords:

  1. Go to Site Explorer and enter your competitor’s domain.
  2. Open Paid keywords report.
Paid keywords report in Intercom. Paid keywords report in Intercom.

From here, you can use filters to find keywords that meet your CPC, traffic, or relevance criteria, and sort the data to see the keywords which bring the most traffic.

Filters in paid keywords report. Filters in paid keywords report.

Notice the Paid/organic traffic share bar. If you see both blue and yellow color, that means your competitor has invested in the keyword twice (through content and ads) and is trying to get as much SERP real estate as possible — consider pursuing these keywords as well.

Paid traffic/organic traffic share. Paid traffic/organic traffic share.

Another way to gauge a keyword’s importance is to look at its ad position history. A long and consistent history suggests it’s likely a valuable ‘money’ keyword, while a short history might indicate your competitor is just experimenting with it.

Ad history report. Ad history report.

Want to check out their ad copy and landing pages? Head to the Ads report. You can set the location where your competitor runs their ads and see the landing pages and keywords associated with each ad.

Ads report in Ahrefs. Ads report in Ahrefs.

Interested to see how much your competitors spend to get all of that paid traffic?

  1. Go to Site Explorer.
  2. Enter your competitor’s domain.
  3. Open Paid pages report.
  4. Set the preferred location to see the budget per country (leave it set to all locations to see the total ad spend).
  5. Set the Performance report to Paid traffic cost set and adjust the timeframe.
Paid pages report in Ahrefs. Paid pages report in Ahrefs.

Use this data to set a benchmark for traffic performance relative to ad spend and to negotiate the budget for your campaigns.

How to analyze other traffic sources

If you’re interested in the overall competitor traffic performance, here’s where to look.

To get a quick answer to how much traffic your competitors get overall (from all traffic sources), you can get that information for free with Similarweb.

Once you set up a free account, simply go to Website analysis > Website performance report.

Website performance report in Similarweb. Website performance report in Similarweb.

Arguably, the best way to use Similarweb is in comparison mode. This approach ensures that the data is directionally accurate: whether the data is overestimated or underestimated, it is consistently so across all sites. By comparing your traffic with your competitors, you can identify the relative differences that set you apart.

Comparing websites in Similarweb. Comparing websites in Similarweb.

Similarweb is not the only tool with general traffic insights. Another one is Sparktoro, an audience research tool.

What’s great about Sparktoro is that its data and functionality revolve around the users behind the clicks. So you can use Similarweb to understand how popular the site is and then Sparktoro to get to know the people who visit it. Take that data and use it for persona development, fine-tuning your messaging, and looking up influencers to partner with or sites to advertise on.

Simply set up an account at Sparktoro and type your competitor’s domain in the search bar. Make sure the “Visit the website” mode is on.

Overview report in Sparktoro. Overview report in Sparktoro.

From there go to:

  • Social networks: scroll down a bit and see which social network the brand uses the most. This not only tells which social networks likely send the most traffic but also which proved to be the most engaging.
  • Demographics tab: see data like gender, age, geography and interests. What’s unique about this data is that it comes from social media profiles.
  • Social accounts tab: to see what social media accounts site visitors are likely to follow and engage with. This is a great source of potential influencers to work with.
  • YouTube channels, Reddit, and Podcast tabs: see where it’s highly likely to meet your competitors’ (and possibly yours) audience.

Where does the data come from? Is it accurate?

Depending on the tool, the data on your competitors will mostly come from:

This means that, in most cases, the data is estimated instead of actual data taken from your competitors and handed over to you.

So, when it comes to the data’s accuracy, you should expect a blend of estimated accuracy and directional accuracy. Despite best efforts, the data will be approximated and designed to give you an idea of relative performance because there’s no other way.

This also means that if you’re interested in a particular type of traffic, say traffic from search engines, it’s probably best to get a dedicated tool for that. You’ll get access to bigger data sets and more capable functionality, allowing you to do more.

Final thoughts

Want to go deeper into competitor analysis? Check out our other guides to go beyond traffic data:

Got questions or comments? Let me know on X or LinkedIn.



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The 6 Biggest SEO Challenges You’ll Face in 2024

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The 6 Biggest SEO Challenges You'll Face in 2024

Seen any stressed-out SEOs recently? If so, that’s because they’ve got their work cut out this year.

Between navigating Google’s never-ending algorithm updates, fighting off competitors, and getting buy-in for projects, there are many significant SEO challenges to consider.

So, which ones should you focus on? Here are the six biggest ones I think you should pay close attention to.

Make no mistake—Google’s algorithm updates can make or break your site.

Core updates, spam updates, helpful content updates—you name it, they can all impact your site’s performance.

As we can see below, the frequency of Google updates has increased in recent years, meaning that the likelihood of being impacted by a Google update has also increased.

How to deal with it:

Recovering from a Google update isn’t easy—and sometimes, websites that get hit by updates may never fully recover.

For the reasons outlined above, most businesses try to stay on the right side of Google and avoid incurring Google’s wrath.

SEOs do this by following Google’s Search Essentials, SEO best practices and avoiding risky black hat SEO tactics. But sadly, even if you think you’ve done this, there is no guarantee that you won’t get hit.

If you suspect a website has been impacted by a Google update, the fastest way to check is to plug the domain into Ahrefs’ Site Explorer.

Ahrefs Site Explorer screenshotAhrefs Site Explorer screenshot

Here’s an example of a website likely affected by Google’s August 2023 Core Update. The traffic drop started on the update’s start date.

Website impacted by Google's August 2023 Core UpdateWebsite impacted by Google's August 2023 Core Update
Hover over the G circles on the X axis to get information about each update.

From this screen, you can see if a drop in traffic correlates with a Google update. If there is a strong correlation, then that update may have hit the site. To remedy it, you will need to understand the update and take action accordingly.

Follow SEO best practices

It’s important your website follows SEO best practices so you can understand why it has been affected and determine what you need to do to fix things.

For example, you might have missed significant technical SEO issues impacting your website’s traffic. To rule this out, it’s worth using Site Audit to run a technical crawl of your website.

Site Audit screenshot, via Ahrefs Site AuditSite Audit screenshot, via Ahrefs Site Audit

Monitor the latest SEO news

In addition to following best practices, it’s a good idea to monitor the latest SEO news. You can do this through various social media channels like X or LinkedIn, but I find the two websites below to be some of the most reliable sources of SEO news.

Even if you escape Google’s updates unscathed, you’ve still got to deal with your competitors vying to steal your top-ranking keywords from right under your nose.

This may sound grim, but it’s a mistake to underestimate them. Most of the time, they’ll be trying to improve their website’s SEO just as much as you are.

And these days, your competitors will:

How to deal with it:

If you want to stay ahead of your competitors, you need to do these two things:

Spy on your competitors and monitor their strategy

Ok, so you don’t have to be James Bond, but by using a tool like Ahrefs Site Explorer and our Google Looker Studio Integration (GLS), you can extract valuable information and keep tabs on your competitors, giving you a competitive advantage in the SERPs.

Using a tool like Site Explorer, you can use the Organic Competitors report to understand the competitor landscape:

Organic competitors screenshot, via Ahrefs' Site ExplorerOrganic competitors screenshot, via Ahrefs' Site Explorer

You can check out their Organic traffic performance across the years:

Year on Year comparison of organic traffic, via Ahrefs' Site ExplorerYear on Year comparison of organic traffic, via Ahrefs' Site Explorer

You can use Calendar to see which days changes in Positions, Pages, Referring domains Backlinks occurred:

Screenshot of Ahrefs' Calendar, via Ahrefs' Site ExplorerScreenshot of Ahrefs' Calendar, via Ahrefs' Site Explorer

You can see their Top pages’ organic traffic and Organic keywords:

Top pages report, via Ahrefs' Site ExplorerTop pages report, via Ahrefs' Site Explorer

And much, much more.

If you want to monitor your most important competitors more closely, you can even create a dashboard using Ahrefs’ GLS integration.

Google Looker Studio integration screenshot,Google Looker Studio integration screenshot,

Acquire links and create content that your competitors can’t recreate easily

Once you’ve done enough spying, it’s time to take action.

Links and content are the bread and butter for many SEOs. But a lot of the time the links that are acquired and the content that is created just aren’t that great.

So, to stand the best chance of maintaining your rankings, you need to work on getting high-quality backlinks and producing high-quality content that your competitors can’t easily recreate.

It’s easy to say this, but what does it mean in practice?

The best way to create this type of content is to create deep content.

At Ahrefs, we do this by running surveys, getting quotes from industry experts, running data studies, creating unique illustrations or diagrams, and generally fine-tuning our content until it is the best it can be.

As if competing against your competitors wasn’t enough, you must also compete against Google for clicks.

As Google not-so-subtly transitions from a search engine to an answer engine, it’s becoming more common for it to supply the answer to search queries—rather than the search results themselves.

The result is that even the once top-performing organic search websites have a lower click-through rate (CTR) because they’re further down the page—or not on the first page.

Whether you like it or not, Google is reducing traffic to your website through two mechanisms:

  • AI overviews – Where Google generates an answer based on sources on the internet
  • Zero-click searches – Where Google shows the answer in the search results

With AI overviews, we can see that the traditional organic search results are not visible.

And with zero-click searches, Google supplies the answer directly in the SERP, so the user doesn’t have to click anything unless they want to know more.

Zero Click searches example, via Google.comZero Click searches example, via Google.com

These features have one thing in common: They are pushing the organic results further down the page.

With AI Overviews, even when links are included, Kevin Indig’s AI overviews traffic impact study suggests that AI overviews will reduce organic clicks.

In this example below, shared by Aleyda, we can see that even when you rank organically in the number one position, it doesn’t mean much if there are Ads and an AI overview with the UX with no links in the AI overview answer; it just perpetuates the zero-clicks model through the AI overview format.

How to deal with it:

You can’t control how Google changes the SERPs, but you can do two things:

Make your website the best it can be

If you focus on the latter, your website will naturally become more authoritative over time. This isn’t a guarantee that your website will be included in the AI overview, but it’s better than doing nothing.

Prevent Google from showing your website in an AI Overview

If you want to be excluded from Google’s AI Overviews, Google says you can add no snippet to prevent your content from appearing in AI Overviews.

nosnippet code explanation screemshot, via Google's documentationnosnippet code explanation screemshot, via Google's documentation

One of the reasons marketers gravitated towards Google in the early days was that it was relatively easy to set up a website and get traffic.

Recently, there have been a few high-profile examples of smaller websites that have been impacted by Google:

Apart from the algorithmic changes, I think there are two reasons for this:

  • Large authoritative websites with bigger budgets and SEO teams are more likely to rank well in today’s Google
  • User-generated content sites like Reddit and Quora have been given huge traffic boosts from Google, which has displaced smaller sites from the SERPs that used to rank for these types of keyword queries

Here’s Reddit’s traffic increase over the last year:

Reddit's organic traffic increase, via Ahrefs Site ExplorerReddit's organic traffic increase, via Ahrefs Site Explorer

And here’s Quora’s traffic increase:

Quora's organic traffic increase, via Ahrefs Site ExplorerQuora's organic traffic increase, via Ahrefs Site Explorer

How to deal with it:

There are three key ways I would deal with this issue in 2024:

Focus on targeting the right keywords using keyword research

Knowing which keywords to target is really important for smaller websites. Sadly, you can’t just write about a big term like “SEO” and expect to rank for it in Google.

Use a tool like Keywords Explorer to do a SERP analysis for each keyword you want to target. Use the effort-to-reward ratio to ensure you are picking the right keyword battles:

Effort to reward ratio illustrationEffort to reward ratio illustration

If you’re concerned about Reddit, Quora, or other UGC sites stealing your clicks, you can also use Keywords Explorer to target SERPs where these websites aren’t present.

To do this:

  • Enter your keyword in the search bar and head to the matching terms report
  • Click on the SERP features drop-down box
  • Select Not on SERP and select Discussions and forums
Example of removing big UGC sites from keyword searches using filters in Ahrefs' Keywords ExplorerExample of removing big UGC sites from keyword searches using filters in Ahrefs' Keywords Explorer

This method can help you find SERPs where these types of sites are not present.

Build more links to become more authoritative

Another approach you could take is to double down on the SEO basics and start building more high-quality backlinks.

Write deep content

Most SEOs are not churning out 500-word blog posts and hoping for the best; equally, the content they’re creating is often not deep or the best it can possibly be.

This is often due to time restraints, budget and inclination. But to be competitive in the AI era, deep content is exactly what you should be creating.

As your website grows, the challenge of maintaining the performance of your content portfolio gets increasingly more difficult.

And what may have been an “absolute banger” of an article in 2020 might not be such a great article now—so you’ll need to update it to keep the clicks rolling in.

So how can you ensure that your content is the best it can be?

How to deal with it:

Here’s the process I use:

Steal this content updating framework

And here’s a practical example of this in action:

Use Page Inspect with Overview to identify pages that need updating

Here’s an example of an older article Michal Pecánek wrote that I recently updated. Using Page Inspect, we can pinpoint the exact date of the update was on May 10, 2024, with no other major in the last year.

Ahrefs Page Inspect screenshot, via Ahrefs' Site ExplorerAhrefs Page Inspect screenshot, via Ahrefs' Site Explorer

According to Ahrefs, this update almost doubled the page’s organic traffic, underlining the value of updating old content. Before the update, the content had reached its lowest performance ever.

Example of a content update and the impact on organic traffic, via Ahrefs' Site ExplorerExample of a content update and the impact on organic traffic, via Ahrefs' Site Explorer

So, what changed to casually double the traffic? Clicking on Page Inspect gives us our answer.

Page Inspect detail screenshot, via Ahrefs' Site ExplorerPage Inspect detail screenshot, via Ahrefs' Site Explorer

I was focused on achieving three aims with this update:

  • Keeping Michal’s original framework for the post intact
  • Making the content as concise and readable as it can be
  • Refreshing the template (the main draw of the post) and explaining how to use the updated version in a beginner-friendly way to match the search intent

Getting buy-in for SEO projects has never been easy compared to other channels. Unfortunately, this meme perfectly describes my early days of agency life.

SEO meme, SEO vs PPC budgetsSEO meme, SEO vs PPC budgets

SEO is not an easy sell—either internally or externally to clients.

With companies hiring fewer SEO roles this year, the appetite for risk seems lower than in previous years.

SEO can also be slow to take impact, meaning getting buy-in for projects is harder than other channels.

How long does SEO take illustrationHow long does SEO take illustration

How to deal with it:

My colleague Despina Gavoyannis has written a fantastic article about how to get SEO buy-in, here is a summary of her top tips:

  • Find key influencers and decision-makers within the organization, starting with cross-functional teams before approaching executives. (And don’t forget the people who’ll actually implement your changes—developers.)
  • Adapt your language and communicate the benefits of SEO initiatives in terms that resonate with different stakeholders’ priorities.
  • Highlight the opportunity costs of not investing in SEO by showing the potential traffic and revenue being missed out on using metrics like Ahrefs’ traffic value.
  • Collaborate cross-functionally by showing how SEO can support other teams’ goals, e.g. helping the editorial team create content that ranks for commercial queries.

And perhaps most important of all: build better business cases and SEO opportunity forecasts.

If you just want to show the short-term trend for a keyword, you can use Keywords Explorer:

Forecasting feature for keywords, via Ahrefs' Keywords ExplorerForecasting feature for keywords, via Ahrefs' Keywords Explorer
The forecasted trend is shown in orange as a dotted line.

If you want to show the Traffic potential of a particular keyword, you can use our Traffic potential metric in SERP overview to gauge this:

Traffic potential example, via Ahrefs' Site ExplorerTraffic potential example, via Ahrefs' Site Explorer

And if you want to go the whole hog, you can create an SEO forecast. You can use a third-party tool to create a forecast, but I recommend you use Patrick Stox’s SEO forecasting guide.

Final thoughts

Of all the SEO challenges mentioned above, the one keeping SEOs awake at night is AI.

It’s swept through our industry like a hurricane, presenting SEOs with many new challenges. The SERPs are changing, competitors are using AI tools, and the bar for creating basic content has been lowered, all thanks to AI.

If you want to stay competitive, you need to arm yourself with the best SEO tools and search data on the market—and for me, that always starts with Ahrefs.

Got questions? Ping me on X.



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Why Now’s The Time To Adopt Schema Markup

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Why Now's The Time To Adopt Schema Markup

There is no better time for organizations to prioritize Schema Markup.

Why is that so, you might ask?

First of all, Schema Markup (aka structured data) is not new.

Google has been awarding sites that implement structured data with rich results. If you haven’t taken advantage of rich results in search, it’s time to gain a higher click-through rate from these visual features in search.

Secondly, now that search is primarily driven by AI, helping search engines understand your content is more important than ever.

Schema Markup allows your organization to clearly articulate what your content means and how it relates to other things on your website.

The final reason to adopt Schema Markup is that, when done correctly, you can build a content knowledge graph, which is a critical enabler in the age of generative AI. Let’s dig in.

Schema Markup For Rich Results

Schema.org has been around since 2011. Back then, Google, Bing, Yahoo, and Yandex worked together to create the standardized Schema.org vocabulary to enable website owners to translate their content to be understood by search engines.

Since then, Google has incentivized websites to implement Schema Markup by awarding rich results to websites with certain types of markup and eligible content.

Websites that achieve these rich results tend to see higher click-through rates from the search engine results page.

In fact, Schema Markup is one of the most well-documented SEO tactics that Google tells you to do. With so many things in SEO that are backward-engineered, this one is straightforward and highly recommended.

You might have delayed implementing Schema Markup due to the lack of applicable rich results for your website. That might have been true at one point, but I’ve been doing Schema Markup since 2013, and the number of rich results available is growing.

Even though Google deprecated how-to rich results and changed the eligibility of FAQ rich results in August 2023, it introduced six new rich results in the months following – the most new rich results introduced in a year!

These rich results include vehicle listing, course info, profile page, discussion forum, organization, vacation rental, and product variants.

There are now 35 rich results that you can use to stand out in search, and they apply to a wide range of industries such as healthcare, finance, and tech.

Here are some widely applicable rich results you should consider utilizing:

  • Breadcrumb.
  • Product.
  • Reviews.
  • JobPosting.
  • Video.
  • Profile Page.
  • Organization.

With so many opportunities to take control of how you appear in search, it’s surprising that more websites haven’t adopted it.

A statistic from Web Data Commons’ October 2023 Extractions Report showed that only 50% of pages had structured data.

Of the pages with JSON-LD markup, these were the top types of entities found.

  • http://schema.org/ListItem (2,341,592,788 Entities)
  • http://schema.org/ImageObject (1,429,942,067 Entities)
  • http://schema.org/Organization (907,701,098 Entities)
  • http://schema.org/BreadcrumbList (817,464,472 Entities)
  • http://schema.org/WebSite (712,198,821 Entities)
  • http://schema.org/WebPage (691,208,528 Entities)
  • http://schema.org/Offer (623,956,111 Entities)
  • http://schema.org/SearchAction (614,892,152 Entities)
  • http://schema.org/Person (582,460,344 Entities)
  • http://schema.org/EntryPoint (502,883,892 Entities)

(Source: October 2023 Web Data Commons Report)

Most of the types on the list are related to the rich results mentioned above.

For example, ListItem and BreadcrumbList are required for the Breadcrumb Rich Result, SearchAction is required for Sitelink Search Box, and Offer is required for the Product Rich Result.

This tells us that most websites are using Schema Markup for rich results.

Even though these Schema.org types can help your site achieve rich results and stand out in search, they don’t necessarily tell search engines what each page is about in detail and help your site be more semantic.

Help AI Search Engines Understand Your Content

Have you ever seen your competitor’s sites using specific Schema.org Types that are not found in Google’s structured data documentation (i.e. MedicalClinic, IndividualPhysician, Service, etc)?

The Schema.org vocabulary has over 800 types and properties to help websites explain what the page is about. However, Google’s structured data features only require a small subset of these properties for websites to be eligible for a rich result.

Many websites that solely implement Schema Markup to get rich results tend to be less descriptive with their Schema Markup.

AI search engines now look at the meaning and intent behind your content to provide users with more relevant search results.

Therefore, organizations that want to stay ahead should use more specific Schema.org types and leverage appropriate properties to help search engines better understand and contextualize their content. You can be descriptive with your content while still achieving rich results.

For example, each type (e.g. Article, Person, etc.) in the Schema.org vocabulary has 40 or more properties to describe the entity.

The properties are there to help you fully describe what the page is about and how it relates to other things on your website and the web. In essence, it’s asking you to describe the entity or topic of the page semantically.

The word ‘semantic’ is about understanding the meaning of language.

Note that the word “understanding” is part of the definition. Funny enough, in October 2023, John Mueller at Google released a Search Update video. In this six-minute video, he leads with an update on Schema Markup.

For the first time, Mueller described Schema Markup as “a code you can add to your web pages, which search engines can use to better understand the content. ”

While Mueller has historically spoken a lot about Schema Markup, he typically talked about it in the context of rich result eligibility. So, why the change?

This shift in thinking about Schema Markup for enhanced search engine understanding makes sense. With AI’s growing role and influence in search, we need to make it easy for search engines to consume and understand the content.

Take Control Of AI By Shaping Your Data With Schema Markup

Now, if being understood and standing out in search is not a good enough reason to get started, then doing it to help your enterprise take control of your content and prepare it for artificial intelligence is.

In February 2024, Gartner published a report on “30 Emerging Technologies That Will Guide Your Business Decisions,”  highlighting generative AI and knowledge graphs as critical emerging technologies companies should invest in within the next 0-1 years.

Knowledge graphs are collections of relationships between entities defined using a standardized vocabulary that enables new knowledge to be gained by way of inferencing.

Good news! When you implement Schema Markup to define and connect the entities on your site, you are creating a content knowledge graph for your organization.

Thus, your organization gains a critical enabler for generative AI adoption while reaping its SEO benefits.

Learn more about building content knowledge graphs in my article, Extending Your Schema Markup From Rich Results to Knowledge Graphs.

We can also look at other experts in the knowledge graph field to understand the urgency of implementing Schema Markup.

In his LinkedIn post, Tony Seale, Knowledge Graph Architect at UBS in the UK, said,

“AI does not need to happen to you; organizations can shape AI by shaping their data.

It is a choice: We can allow all data to be absorbed into huge ‘data gravity wells’ or we can create a network of networks, each of us connecting and consolidating our data.”

The “networks of networks” Seale refers to is the concept of knowledge graphs – the same knowledge graph that can be built from your web data using semantic Schema Markup.”

The AI revolution has only just begun, and there is no better time than now to shape your data, starting with your web content through the implementation of Schema Markup.

Use Schema Markup As The Catalyst For AI

In today’s digital landscape, organizations must invest in new technology to keep pace with the evolution of AI and search.

Whether your goal is to stand out on the SERP or ensure your content is understood as intended by Google and other search engines, the time to implement Schema Markup is now.

With Schema Markup, SEO pros can become heroes, enabling generative AI adoption through content knowledge graphs while delivering tangible benefits, such as increased click-through rates and improved search visibility.

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Google Quietly Ends Covid-Era Rich Results

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Google Quietly Ends Covid-Era Rich Results

Google removed the Covid-era structured data associated with the Home Activities rich results that allowed online events to be surfaced in search since August 2020, publishing a mention of the removal in the search documentation changelog.

Home Activities Rich Results

The structured data for the Home Activities rich results allowed providers of online livestreams, pre-recorded events and online events to be findable in Google Search.

The original documentation has been completely removed from the Google Search Central webpages and now redirects to a changelog notation that explains that the Home Activity rich results is no longer available for display.

The original purpose was to allow people to discover things to do from home while in quarantine, particularly online classes and events. Google’s rich results surfaced details of how to watch, description of the activities and registration information.

Providers of online events were required to use Event or Video structured data. Publishers and businesses who have this kind of structured data should be aware that this kind of rich result is no longer surfaced but it’s not necessary to remove the structured data if it’s a burden, it’s not going to hurt anything to publish structured data that isn’t used for rich results.

The changelog for Google’s official documentation explains:

“Removing home activity documentation
What: Removed documentation on home activity structured data.

Why: The home activity feature no longer appears in Google Search results.”

Read more about Google’s Home Activities rich results:

Google Announces Home Activities Rich Results

Read the Wayback Machine’s archive of Google’s original announcement from 2020:

Home activities

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