SIMILAR WEB

• SimilarWeb is recognized as the industry

standard in market intelligence, with the
world’s greatest database of digital behaviour.

• Thousands of leading companies across many

industries, including Walmart, Ebay, Procter and
gamble, and Booking.com, rely on SimilarWeb
to understand, track and grow their digital
market share.
 History
 The company was founded in 2007 by Or Offer in Tel-
Aviv, Israel. By 2009 SimilarWeb won the first Israeli
SeedCamp, attracting the attention of international
media and investors. The company raised its Series
A round of $1.1 million with the investment being led
by Yossi Vardi, and Docor International Management.
SimilarSites, a browser extension to help users find
sites similar to those they are visiting, was launched
later that year.

On December 10, 2015, SimilarWeb announced it had

acquired Quettra, a Silicon Valley-based mobile intelligence
startup, to boost its mobile operations., Quettra provided
personalization tools for developers in return for detailed
mobile telemetry data.
 2007

 The company started (from our garage)

2009
 Won the first Israeli SeedcampJanuary, 2009

 Raised money for the first time from Yossi

Vardi & Founding the company February, 2009

 Launched SimilarSites.com: our first web

property, and we entered our 1st round of
fundraisingJune, 2009

2011
 Started developing technology for analyzing
the digital worldJanuary, 2011
2013
 Launched SimilarWeb.com as a web
measurement company January, 2013

 Released SimilarWeb PRO June, 2013

 Opened our UK office October, 2013

 similarweb.com passed the 1 million visits

markNovember, 2013

2014
 Launched browser extensionNovember, 2014

2016
 Chosen as top private high tech
company to work for in Israel 2016
July, 2016
 Mission

 they empower you with the insights you

need to win your
market. SimilarWeb gives you global
multi-device market intelligence to
understand, track and grow your digital
market share.
 Tools
Website analysis : Analyze the traffic of any website, including the number of visits, the
site's engagement, country distribution and traffic channels. Uncover the performance of a
site and benchmark against specific competitors, specific traffic channels and specific
countries.
Website Analysis includes data for:
Website Audience:
•Overview - An overview of the traffic statistics and rankings of the selected domain within
the chosen time-frame. This can be viewed by All traffic, Desktop traffic or Mobile traffic.
•Geography - The distribution of countries from which visitors reach the analyzed domain or
industry.
•Audience Interests - The domains that users reached via direct traffic, before or after
visiting the analyzed domain, in the same browsing session.

Traffic Sources:
•Overview - An overview of the traffic sources that drove traffic to the selected domain
within the chosen time-frame.
•Referrals - Domains that were identified as sources of referral traffic to the analyzed
domain within the chosen time-frame. This can be filtered by Desktop traffic or Mobile
traffic.
•Search - A comprehensive analysis of organic and paid search traffic reaching the analyzed
domain within the chosen time-frame. This can be filtered by Desktop traffic or Mobile traffic.
•Social Traffic - A comprehensive analysis of social traffic reaching the analyzed domain, within
the chosen time-frame.
Traffic Destination:
•Outgoing Links - An analysis of traffic sent from the analyzed website to other domains via
referral links. Websites reached this way are referred to as destination domains.
•Outgoing Ads - A list of domains (advertisers) receiving paid traffic from the analyzed website
(publisher).
Competitors:
•Similar Sites - Domains that are considered similar to the analyzed domain, based on
SimilarWeb’s algorithm.
•Keyword Competitors - An analysis of domains that receive traffic from the same search terms
as the analyzed domain. Can view Organic or Paid competitors.
Business Implications:
•Benchmark a website against any competitor in the world by assessing the overall visits, time on
site, bounce rate and page views per visit.
•See any website’s organic and paid keywords, including ‘Google not-provided’ keywords. Find
trending keywords, see how much traffic they generate and discover the search ads associated
with them.
•Find which websites people visit in the same browsing session as the website you analyze.
Discover new audiences, potential retargeting lists, affiliates and publishers.
Search keyword analysis : keyword analysis enables you to uncover the digital market share for
any keyword on the web, based on the actual traffic (i.e. user clickstream) generated by a
particular keyword to any site on all search engines.

Discover which websites are getting the most traffic share from each keyword;
This will enable you to understand who are you competing with in the Search realm, as well as
identify strategic partners for backlinks and content placements.
Monitor the traffic share of any keyword over time:
•This will allow you to see who is suddenly or consistently gaining or losing market share from a
certain keyword or group of keywords.
Optimize your SEO, PPC and Content campaigns:
•This will help you to drive high-intent traffic to your business and increase your digital market
share.

App analysis:
Reach & Engagement:
Compare yourself to any app in terms of current installs and engagement metrics - daily active
users, sessions per user, average usage time and usage rank.
Audience Interests:
Discover apps often used by people using the app you’re analyzing. Find new advertising
opportunities, view the categories that your audience may find interesting, and optimize your
acquisition strategy.
Retention:
Find out for how many days users use an app after installation, then benchmark against your
own app or a category average to learn where you stand.

Google play keywords:

The Top Keywords section shows the top keywords on the Google Play Store, based on the
traffic each keyword generates to the apps on the store.
Each keyword gets a popularity score that is based on traffic from in-store searches to the app
store pages.
Learn which apps receive the largest amount of traffic from any keyword within the Google
Play Store, understand who is your actual competition and improve your ASO strategy.
 AirBnB CASE STUDY
 Airbnb is a trusted community marketplace for people to list,
discover, and book unique accommodations around the world.
 A big part of Airbnb’s growth strategy includes expanding into new
markets.
 Each market is composed of different entry points and unique risk
and opportunity factors.
 SimilarWeb played a central role in Airbnb’s strategy for penetrating
the Israeli market.
 IDENTIFYING KEY COMPETITORS
• Upon entering the Israeli market,
one major challenge for Airbnb was
to understand the competitive
landscape.
• Airbnb first identified the top
leaders in the Accommodation &
Hotels industry in Israel, using
SimilarWeb’s Industry Analysis
module.
• Sorting the list of leaders by their
change in traffic over the last two
months, revealed the most recent
active players.
IDENTIFYING GROWTH OPPORTUNITIES IN LOCAL
MARKETS
Airbnb used SimilarWeb’s Website Analysis module to analyze each
competitor individually.
The top Accommodations & Hotels competitors in the Israeli market
focused mainly on:
1) advertising with local digital news publishers;
2) running AdWords display and search campaigns;
3) building partnerships with strong niche sites;
4) engaging in local social networks via paid and organic campaigns.
Armed with this data, Airbnb was able to:
• Find & qualify potential partners – including valuable affiliates and
content partners.
• Structure successful PPC campaigns – bidding on the most cost
effective and relevant search terms.
• Optimize media buying – finding local publishers, ad networks,
banners and landing pages that generate the best results for
competitors.
• Launch social campaigns – focusing on the right social networks.
• Total Visits is the sum of all visits to the analysed domain, within the
country and time period;
• If a visitor accesses one or more web pages it is equal to one visit while
• Traffic share is the percentage of traffic sent to a website.
The percentage of traffic coming from a country
• Referring websites are websites that create referral traffic on the domain
• they also add value to the business, helping in optimising market effort and spend.
Display advertising contains a comprehensive analysis of traffic reaching the domain from display ads
through a network
• The outgoing links section contains an analysis of traffic sent from analysed website to other domains
via referral links, Websites reached this way are referred to as destination domains
• The outgoing ads section contains a list of domains receiving paid traffic from the analysed website.
Marketing channel shows what response is coming from different sources that the
company has adopted .
Online marketing is the practice of leveraging web-based channels to spread a
message about a company's brand, products, or services to its potential customers. Its
objective is to reach potential customers through the channels where they spend time
reading, searching, shopping, or socializing online.
It basically shows how much traffic is generated from different marketing channels to
the company’s site
The following are the marketing channel that are adopted by the Airbnb
• Direct
• Email
• Referals
• Social
• Organic search
• Paid search
• Display ads
• Search engine traffic or organic search traffic refers to the visitors who arrive at a
website by clicking search results leading to that particular website. Search engine
traffic is used to describe traffic that a site has not paid for, in contrast to paid
search engine traffic, which results from people clicking through on a sponsored
search result or ad.
• Keyword Search- Branded Search
Non-Branded

Through this company analyze the gaining traffic and visibility from search engines
through both paid and unpaid efforts.
Social traffic refers to traffic coming from social networks and social media platforms
of the company, like if a company has started a campaign on any of its social media
platform to increase its site’s visits, or increasing brand awareness , promoting
product, it can be analyzed through this, that how the campaign is performing and
what more can be done to increase the visits or brand awareness.

Through social traffic analytics one can identify which social media platform is doing
better and through which the most traffic is being generated, which platform needs
more focus and have opportunity of growth.
THANK YOU!

PRESENTED BY: MEGHA PURI- 052

PIYUSH SOLANKI- 062
RAHUL KATARIA- 072
SAJAL BUDHIRAJA- 082
SHASHI KIRAN SUNDI- 092