{"id":24805,"date":"2016-11-24T12:55:17","date_gmt":"2016-11-24T09:55:17","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=13463"},"modified":"2024-03-13T12:15:35","modified_gmt":"2024-03-13T12:15:35","slug":"folder-analysis","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/","title":{"rendered":"Folder Analysis: Don\u2019t stop your analysis at a site level, dig deeper!"},"content":{"rendered":"<p>The Telegraph is one of the largest and most diverse newspapers in the UK, covering a wide range of topics from Automotive to News to Sports. You can use Similarweb Platform to analyze Telegraph\u2019s traffic and acquisition channels and understand how they drive over 135M visits to their site each month. But what if you are interested in only one segment of this diverse site? Folder Analysis enables you to replicate the power of Similarweb <a href=\"https:\/\/www.similarweb.com\/website\/\">Website Analysis<\/a> at a directory level within a domain.<\/p>\n<ul>\n<li>Compare the <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-sizing\/\">market size<\/a> of subsections of <a href=\"https:\/\/www.similarweb.com\/website\/telegraph.co.uk\/competitors\/\">sites like telegraph.co.uk<\/a>\/sport and telegraph.co.uk\/cars. Then compare to competitor subsections like <a href=\"https:\/\/www.similarweb.com\/website\/bbc.co.uk\/\">bbc.co.uk<\/a>\/autos and to pure-play competitors like <a href=\"https:\/\/www.similarweb.com\/website\/autotrader.co.uk\/\">autotrader.co.uk<\/a>. In the below example, we map out the market size for Telegraph\u2019s Sports and Cars section. Do you know your category <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-share-guide\/\">market share<\/a>?<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-13465 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2016\/11\/image02.png\" alt=\"telegraph unique pageviews\" width=\"1552\" height=\"1021\" \/><\/p>\n<ul>\n<li>When analyzing telegraph.co.uk\/sports\u2019s traffic and <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/bounce-rate\/\">bounce rate<\/a> data, we can see that the bounce rate\u00a0is directly\u00a0correlated with the traffic volume. As the traffic to the folder increased, the folder quality decreased, and as the traffic to the folder decreased, the folder quality increased once again. How engaged are users across your competitor\u2019s site?<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-13466\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2016\/11\/image01.png\" alt=\"Telegraph sports traffic and engagement\" \/><\/p>\n<ul>\n<li>By analyzing the channel proportion to specific folders we are able to identify that the Organic Search <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/traffic-share\/\">traffic share<\/a> mimics the exact same trend as the traffic and engagement graphs as seen above. Organic Search may be driving higher traffic and higher bounce rates. \u00a0How do users arrive to your competitor\u2019s subsections in sites and how can you optimize your channels?<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-13467 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2016\/11\/image00.png\" alt=\"telegraph organic search share\" width=\"1552\" height=\"1021\" \/><\/p>\n<ul>\n<li>Once we dig deeper into the specific keywords that drive traffic to the folder, three interesting keywords follow the same trend from above. These keywords may be in part responsible for the rise and fall of the bounce rate, as users that searched for terms like \u201cbbc\u201d were actually searching for Telegraph\u2019s close competitor, while \u201cmichael phelps diet\u201d are less related to sports and more towards health and nutrition. Using Folder Analysis, you can also analyze the referral traffic to specific folders. Do you optimize your Referral and SEO\/PPC strategy according to your competitor\u2019s traffic to specific folders?<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-13468 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2016\/11\/Screen-Shot-2016-11-24-at-11.51.16-AM.png\" alt=\"keywords leading to the telegraph\" width=\"575\" height=\"148\" \/><\/p>\n<ul>\n<li>Using Folder Analysis, you can understand the audience behavior by analyzing whether users navigate directly to folders from outside of the site or navigate from within the site. For example, when a user searches for \u201ctelegraph\u201d in Google, they can navigate to Telegraph\u2019s home page and from there potentially discovering the \u201cSport\u201d folder, or they can simply navigate directly to the Sport folder. Is your site properly indexed on search engines? Do you direct users to the relevant sections of your site? What content is driving high volume of traffic to your competition?<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-13470 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2016\/11\/image03.png\" alt=\"telegraph on SERP\" width=\"578\" height=\"359\" \/><br \/>\nUsing Folder Analysis to analyze telegraph.co.uk\/sport\u2019s Organic traffic in September, we can see that users navigate mostly to the \u201cSport\u201d folder from within other sections of the Telegraph site, while specific sport-related searches like \u201csimone biles\u201d drive users directly from the search results to the folder. What is the real intent and behavior of users in your industry? Do they know what they are looking for or are they just browsing? How can you optimize your site to match navigational behavior?<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-13469 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2016\/11\/Screen-Shot-2016-11-24-at-11.51.23-AM.png\" alt=\"traffic share of keywords to telegraph\" width=\"571\" height=\"267\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Telegraph is one of the largest and most diverse newspapers in the UK, covering a wide range of topics from Automotive to News to Sports. You can use Similarweb Platform to analyze Telegraph\u2019s traffic and acquisition channels and understand how they drive over 135M visits to their site each month. But what if you [&hellip;]<\/p>\n","protected":false},"author":222,"featured_media":29349,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2803,7009,6712,6698],"tags":[1876],"class_list":["post-24805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-marketing-strategy","category-product-updates","category-updates","tag-agency"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Folder Analysis: Beyond Site Level Analysis | Similarweb<\/title>\n<meta name=\"description\" content=\"Get in-depth website analysis with Similarweb Platform&#039;s new folder analysis feature. Don&#039;t stop at the site level - dig deeper to optimize your online strategy.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan H\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/\"},\"author\":{\"name\":\"Dan H\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/f5c98c15a23142283e5af9fc0836032a\"},\"headline\":\"Folder Analysis: Don\u2019t stop your analysis at a site level, dig deeper!\",\"datePublished\":\"2016-11-24T09:55:17+00:00\",\"dateModified\":\"2024-03-13T12:15:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/\"},\"wordCount\":560,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2016\/11\/image02.png\",\"keywords\":[\"Agencies Insights\"],\"articleSection\":[\"Marketing\",\"Marketing Strategy\",\"Product Updates\",\"Updates\"],\"inLanguage\":\"\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/\",\"name\":\"Folder Analysis: Beyond Site Level Analysis | Similarweb\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/updates\/product-updates\/folder-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/blog\/2016\/11\/image02.png\",\"datePublished\":\"2016-11-24T09:55:17+00:00\",\"dateModified\":\"2024-03-13T12:15:35+00:00\",\"description\":\"Get in-depth website analysis with Similarweb Platform's new folder analysis feature. 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