Analyze Website

Type in the bar the domain you want to analyze, press enter or click on Analyze: in this way you get a complete panoramic snapshot of the site’s performance on Google, with lots of useful information to study an organic competitor or any site of your interest.

In addition to the information in the dashboard, you can also focus your analysis on four more specific areas, as is the case of the projects area, and then access the Sectors, Keywords, Pages and Organic Competitors features.

Website Analysis is the first screen that summarizes the behavior of the analyzed domain on Google.

It is good to know that you can also export the data shown, by clicking on the PDF icon or the Quick Audit button. In the first case, SEOZoom quickly and automatically generates a site report, a file that simply shows the data from the tables, while Quick Audit (available from the Professional plan up) is a more detailed tool, which takes the form of a real SEO analysis of the site. In fact, the self-generated document also walks you through the insights, providing useful hints to understand what the values shown mean and, therefore, to quickly assess the site as a whole.

Going back to data and tables, the first information you find in Website Analysis is the domain’s position in the overall ranking of UK sites (or whatever other database you are currently using for your analysis) and in its main category of relevance. Moreover, if the site you are analyzing also manages to compete on the international versions of Google tracked by SEOZoom, here you can read a summary report of its performance, and in particular its traffic volume (with an arrow quickly indicating the trend), number of keywords placed, number of keywords present in TOP10 and Zoom Authority level, all based on that specific version of Google.

Also appearing on the same line is the “Create a Project” button, which precisely allows you to create a new project for the site under consideration; other “utilities” include those that take you to the video explanation of the section and the Manual, or that allow you to set the text size of the tables, to adapt the display to your screen, and to share metrics by generating an image file (by hiding or keeping visible the domain indication).

Delving deeper into the tool, the analysis begins with 4 colored boxes summarizing your site’s performance:

• Ranked Keywords tells you precisely the overall amount of keywords placed on Google (with numerical variation from previous scan). Clicking on the box leads you to the Keyword Studio section, where you can further analyze the keywords of the site you are checking.
• Monthly Traffic reports data on the estimated monthly traffic volume of the site’s pages, with a side icon that tells you whether the variation from previous scan is negative, positive, or stable. You can elaborate on this data in the table right below it, which shows you the value of the site’s monthly organic traffic volume on a quarterly basis up to one year ago, with the option, by clicking on “prediction” to also launch a predictive analysis over the next 12 months (with aggregated values or broken down on a monthly basis).
• Traffic value indicates the investment you would have to make with Google Ads to get the same rankings that the site got with organic traffic. The figure is on a monthly basis and the value is constructed using the sum of all Ads CPC values of the individual keywords for which the site is ranking on the first page on Google.
• Zoom Authority, which shows you the ZA value estimated by SEOZoom. By clicking on the box, you can also check the trend of this metric over time, and also analyze the changes for the other Opportunity, Stability and Trust metrics of the domain in question.

Speaking of authority, then, you can also check in detail what the site’s Topical Zoom Authority values are in all the vertical sectors the site is currently ranking in (and by clicking on “view all” you can study in detail the site’s rankings in individual categories), and also the individual level of Trust, Stability and Opportunity.

TO KNOW MORE ON AUTHORITY ZOOM AND OTHER METRICS: read here

This part of the tool closes with the Backlinks box, which summarizes the numbers of links received by the site, reporting the total, the domains hosting those links, and the amount of Referring IPs.

On the right, then, you will find a graph on the historical performance of the site, reporting to you the fluctuations in traffic volume (the metric taken on the y-axis) over time (the value on the x-axis). By viewing the individual “dots” on the graph, which are SEOZoom’s scan checkpoints, you can also precisely check the date, traffic volume, and total number of keywords selected, while on the horizontal axis you will notice some Google icon symbols, which represent the dates on which relevant updates to the search engine’s algorithm were released (and you can also know more about them).

By activating “Seasonal Trend“, on the other hand, you can check on the graph for any deviation between the search volume actually achieved by the site and the one predicted by seasonality (represented by the curve filled in blue).

By manually selecting a period on the graph, you can generate a “Time Machine” report for the dates you set.

Clicking on the “Keyword Distribution” tab activates the graphical display on Google keyword rankings (vertical axis) over time (horizontal axis) for the site under consideration. In this case, SEOZoom also visually shows you the keyword distribution within the first 5 pages of the search engine, chromatically distinguished.

The data on the current distribution of keywords on Google for the examined site can also be found in the chart immediately below the table; next to it, however, you can find out which are the Main Sectors for which the domain has keywords positioned, with a chart showing you the percentage distribution of traffic over only the top 5 verticals of greatest relevance.

This is followed by 3 charts that anticipate the detail on the site’s keyword analysis, specifically:

• Best Keywords, which shows the top 10 keywords ranked by search volume, usually those that are in the TOP10 on Google and thus provide the most substantial contribution to site traffic.
• Important rising keywords, which lists the top 10 keywords, based on search volume, that have experienced a positive variation since previous scan.
• Important dropping keywords, which reports the top 10 keywords, based on search volume, that have experienced a negative variation since previous scan.

All three tables present detailed information about the keywords, such as their ranking position, any change from previous rank, search volume, estimated current visits generated by the keyword, and variations from previous scan (only for important rising or dropping keywords), KD and KO level. By clicking on the hamburger menu at the end of each row you can activate Keyword Actions, while the “view all” button allows you to check the detail of the examined keywords within the relevant section of Keyword Studio.

The last part of the Website Analysis dashboard focuses on the analysis of the entered domain’s competitors, automatically identified by SEOZoom.

Specifically, the Organic Competitors table shows a list of websites that compete for the same keywords as the analyzed site: the various columns allow you to find out the level of competitiveness (the percentage of keywords in common between the site under review and the competitor domain – to exemplify, if the level is 100, it means that the competitor site appears in all the SERPs in which the analyzed site also appears); the ZA, the keywords ranked, the Top Keywords in common (the keywords with higher search volume and ranking for which both sites compete), the traffic trend (with respect to the two time checkpoints, with quantitative indication of the actual change), the estimated search volume of the two sites, and the difference between the two values. Closing the row is the hamburger menu, which leads you to the domain actions with which to further study the competitor site.

The Main Competitors Estimate graph basically shows you the previous information except now in visual form, distributing the competitors (represented by circles of a diameter that is proportional to traffic value) in relation to traffic value (vertical axis) and total keywords (horizontal axis).

Sectors

The Sectors tab allows you to instantly get a strategic overview of the keywords for which a particular website is positioned in each sector identified by Google, with a range of data and information to further your study.

The tool displays a dashboard divided into three parts.

The table on the left shows the sectors and categories recognized by Google for which the domain has placed keywords, as well as the domain’s position in that ranking.

In the table on the right, called Keywords per Sector, you can check precisely the list of all keywords related to the previously selected category. For each keyword you can read its SERP position, average search volume, intent type, presence of SERP Features, CPC value, URL of the positioned page, seasonality, keyword difficulty and keyword opportunity values, and by clicking on the hamburger menu you can access the Keyword Actions and URL Actions functions.

The highlighted boxes above the table, on the other hand, show the site’s crucial information for the selected category: Ranking Position, Topical Zoom Authority, Total Search Volume of all keywords placed in that sector, Total Number of Keywords placed in the sector.

Keywords

The Keywords section available from “Domain Analysis” allows you to delve into the main aspects related to the analysis of the keywords on which the site competes, and in particular to find out which keywords are the best and potential ones, to know the ones that are rising, falling, those that have entered or left the TOP10, up to viewing all the keywords for which the domain you are studying is positioned.

In much the same way as with a project site, SEOZoom allows you to use the Keyword Studio features, which are the heart of our keyword study tools.

From the main dashboard start different path of analysis, different visualizations and tables that keep you up-to-date on the Keyword trend of the analyzed site.

To be precise, you will find 7 different study angles, namely:

• Ranked Keywords.
• Traffic Increases.
• Traffic Drops.
• Potential Keywords.
• Featured Snippets.
• SERP features.
• All site keywords.

For the analytical description of the different visualizations, we refer you to the similar Keyword Studio feature in the Projects area (compared to which, in this section, only Keyword Branded is missing, related to the brand setting in the project itself).

Pages

With the Pages section you can analyze, monitor and understand the level of optimization of the web pages of the site you are analyzing through a number of different functions and “angles.”

Specifically, the dashboard allows you to immediately view the list of the best pages on the site, those that are making the greatest contribution in terms of traffic and that have the most keywords in TOP10

For each URL, the estimated monthly volume figure and the number of keywords placed is shown.

By selecting a URL, on the right you can check other useful information, such as its PZA, traffic (potential, reachable by bringing all keywords identified to the first page, and current percentage of return compared to the total of the site), change in traffic from the previous month, and total keywords identified (in the Keywords box). Then, by clicking on Enable pages potential, you can enable the visual representation in the graph of the potential of the URL under analysis.

In the table on the bottom right, on the other hand, there are data on SERP position, ranking trend compared to previous scan, volume, average CPC, keyword difficulty, keyword opportunity, the traffic that is estimated to arrive from the various keywords, plus the hamburger menu to launch more in-depth analysis.

Through the various tabs you can deepen the analysis and view only the keywords in TOP10, Potential (i.e. positioned on the second and third page) and Distant (i.e. keywords positioned beyond the third page of Google).

SEOZoom also provides you with an additional cue by dedicating a tab to Similar Pages, i.e., pages positioned with keywords in common with the one being analyzed: in this way, you can detect cases of cannibalization and solve these problematic situations.

The last tab concerns the SEO Analysis, which you can also launch from this section to perform a quick general analysis on the level of optimization of the selected keyword, also in relation to the competitors that are getting the best results.

Organic Competitors

The competitor section is structured in a way that allows you to quickly check and compare the analyzed site data with those of direct online competitors, automatically identified by SEOZoom based on the level of keywords in common.

The functions are very similar to the homonymous section in the Projects area.

The main dashboard – General Summary – immediately shows you the list of identified competitors, with the possibility of removing one of the domains from the list or manually entering another site. To analyze the data and evaluate the different performance, you have at your disposal a series of graphs that put in “competition” the domains reported as “competitors”: the first simply reports the temporal trend of the volume of organic traffic achieved by the selected site compared to the one analyzed.

Scrolling down the page, then, you find a bar graph that shows the competition on keyword distribution (so how many keywords are placed in the first, second, third, fourth and fifth page of Google), and a bubble graph that makes more immediately visible the size level of the competitor, based in particular on traffic volume, number of keywords placed and ZA.

By clicking on the Competitors Detail tab you can continue your analysis and select a Competitor from the table on the left to activate a range of information that is useful for you to make verifications and study the best strategies. In particular, you can launch comparisons based on:

• Content GAP: lists the Competitor’s Top keywords for which the Project site lacks content in SERP
• Keywords in common: reports the keywords for which both domains are ranking
• Keyword on which you are losing: indicates the keywords on which the Competitor is ranking better than the Project site
• Keyword on which you are winning: groups the keywords on which the Project site is ranking better than the Competitor
• Competition in TOP10: shows the keywords in TOP10 for which the two domains are in direct competition.

From all of these tabs, you can also launch more in-depth analyses on the individual keyword or related positioned URL by simply selecting one of the actions in the hamburger menu.