Until now, Similarweb\u2019s keyword overview report showed at least one metric that other keyword tools<\/a> never did: Traffic share per domain<\/b>. That report shows a specific share of traffic for each of the results of each keyword in a given time frame.<\/p>\n This is a helpful feature for understanding your competitors\u2019 and your industry\u2019s top keywords<\/a>, and how users choose their best results for queries you\u2019re familiar with, as well as for understanding totally new keywords you\u2019re interested in going after.<\/p>\n Now, there\u2019s this new metric that drills even further, by showing us the leading domain for every keyword, per country as well as cost-per-click (CPC) and search volume per country.<\/b><\/p>\n None of us would be surprised that Google Maps ranks first for \u201cMaps\u201d<\/i> in English in every country, but things are a little more complex for those queries that Google doesn\u2019t dominate.<\/p>\n This new geo feature allows us to see which domain is dominating the search results as the traffic-share leader per country. It may help us understand our niche market<\/a> significantly better, especially if we\u2019re working internationally, and can teach us a thing or two about Google and how it matches intent with search results<\/a> based on one of the most fundamental demographics: A user\u2019s country.<\/p>\n Before we dive into specific examples of popular searches in different countries, let’s review what the product release can show you. The four main reasons you would want to use this new metric are to understand:<\/p>\n When people are searching for \u2018best laptops<\/i>\u2019, their intent is quite clear. Show me lists of the best laptops I can buy now, or show me laptop reviews so that I can choose the best one for me. Not surprisingly, with a very clear commercial intent, this query is filled with ads.<\/p>\n In this case, one commercial site appears first in most English-speaking countries. Interestingly enough, while it has a separate URL for each country, and the right currency for every geo, the lists themselves are actually identical between all countries, offering the same laptops for people all around the world.<\/p>\n In the U.K., where Laptopmag <\/b>isn\u2019t the leader, it actually ranks with position zero (featured snippet<\/a>). Seems that here, position zero gets less attention than the number one position.<\/p>\n \u2018Elections\u2019 is another interesting local query, since in every country people refer to something else entirely. While the U.S. presidential election<\/a> is one of the biggest events in America in 2020, the people of New Zealand have their own elections only two weeks prior to that, and in Singapore, they held their general elections in July. Same keyword, same language, totally different events.<\/p>\n Another interesting example would be an international word. SEO isn\u2019t just SEO in English, it has the exact same meaning in every Latin alphabet language. In fact, it\u2019s often spelled in English even in non-latin alphabet languages, such as Arabic or Hebrew. Just like stock symbols.<\/p>\n In this case, Google clearly takes into account the language before anything else and prefers sending the user to a local result about SEO, rather than a popular result in English.<\/p>\n A close competition between two domains in multiple countries may suggest that Google finds both sites very relevant, and makes the adjustment on a local preference basis. When checking the leader for \u2018dow jones futures\u2019<\/i>, a popular financial term for the Dow Jones Index in general, and even more so during volatile markets as today – we can clearly see that Google has a dilemma between two domains.<\/p>\n Google\u2019s search console can tell you where you rank for every keyword per country. This breakdown may help you understand your global average position better, and which countries exactly impact it the most.<\/p>\n When it comes to new keywords we\u2019re considering, as SEOs we are looking for new opportunities to grow our site to new areas that are relevant for our business. Search volume is now just a tiny piece of the puzzle, as so many other factors impact the actual traffic you may be getting by ranking for a specific keyword.<\/p>\n Average click-through rate (CTR)<\/a> for organic positions is a topic that has occupied SEO managers for a long time, but the truth is that it varies more on a single keyword basis, then on a keyword geography basis. Not to mention that two different users searching for the same keyword, from the same country, might get totally different search engine results pages (SERPs) and therefore, choose differently.<\/p>\n Checking a keyword\u2019s Clicked ratio (vs. Non-clicked), then diving into the Total Traffic report and Traffic distribution between domains, can provide you with a much clearer picture of that CTR and the potential traffic from a keyword.<\/p>\n When adding a layer of how rankings vary between countries, we can understand Google\u2019s preference for every single geo. And where would it be more feasible for us to actually get significant results?<\/p>\n Seeing the same Leader (the domain that gets the most significant share of the traffic) across all countries for a given keyword can tell us a lot about how strong that site’s dominance for a specific topic is globally, as well as about the difficulty to achieve high rankings for that keyword. Checking that same report with a longer period (for example 12 months vs. just three months), can confirm even further the stability of a domain for that query.<\/p>\n A much wider variety of domains between different countries, on the other hand, may indicate that the top results are slightly less stable, and may present a larger opportunity for new domains. That, of course, is as long as the query isn\u2019t one with a local intent.<\/p>\n This should help you focus on more specific countries with your upcoming content and marketing activities around that topic.<\/p>\n Generally speaking, PPC experts run campaigns on a specific country level. Since most campaigns lead to commercial deals, usually there\u2019s focus on very specific countries per campaign. Because of that, for most cases, PPC experts would use the keyword geography filter, and look at the top Paid competitors.<\/p>\n In the example below, PPCs at LG.com<\/b> might use this data to inform how they can improve their strategy for the keyword \u2018washing machines\u2019.<\/i> Although they rank number four, they only account for less than 1% of all paid traffic to that keyword and might want to increase their ad spending or review their landing page content and UX.<\/p>\n For brands, on the other hand, the Geography <\/b>report may show you which other brands are targeting your brand name, and highlight those countries in which a local brand is getting some of your potential users.<\/p>\n As shown below, Indeed.com<\/b> has several other websites bidding on their brand name, and the sites doing so differ in each geography. That insight would allow the company to increase ad spend on their name in countries where they are concerned about the amount of traffic the competition wins off of it. Additionally, this tool allows them to benchmark<\/a> how effectively they are protecting their name by monitoring the change in traffic share<\/a> from the keyword \u2018indeed\u2019<\/i> over time in each place.<\/p>\n![\"Traffic](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/08\/Traffic-share-per-domain.png\")
<\/p>\nWhat Can It Really Do?<\/h2>\n
\n
–Best laptops–<\/h3>\n
![\"Leader](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/08\/Leader-by-country-Best-laptops.png\")
<\/p>\n–Elections–<\/h3>\n
![\"Leader](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/08\/Leader-by-country-Elections.png\")
<\/p>\n–SEO–<\/h3>\n
![\"Leader](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/08\/Leader-by-country-SEO.png\")
<\/p>\n–Dow Jones Futures–<\/h3>\n
![\"Leader](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/08\/Leader-by-country-Dow-Jones-futures.png\")
<\/p>\nHow Can SEOs Leverage This Data?<\/h2>\n
How Can PPC Leverage This Data?<\/h2>\n
![\"Paid](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/08\/Paid-competitors-washing-machines.png\")
<\/p>\n![\"Leader](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2020\/08\/Leader-by-country-Indeed.png\")
<\/p>\n