SEMrush, steal your competitor's Folder, Page, and Individual Keyword Level

Steal your competitor's Folder, Page, and Individual Keyword Level

Having identified your competitors in step #2, SEMrush allows you to get an ‘All Access Backstage Pass’ to see how your competitors are driving traffic at the subdomain/subfolder, page/post, and individual keyword levels.

You can use this data to create a proven roadmap to quickly scale your organic traffic across each stage of the funnel.

Top-level organic traffic view

Let’s start with an overview of all the organic traffic for Wirecutter.

In SEMrush:

1. Select SEO Toolkit. 
2. Click on Organic Research from the side menu.
3. Enter the domain – e.g. “thewirecutter.com” – you want to analyze.
4. Click on the Overview tab:

The Overview report shows the total organic traffic and keywords for the domain. You can see that Wirecutter has 2.5 million keywords in the Top 100 and expects to get 4.5 million visits per month.

OK, let’s dig a little further...

Folders

Using filters in SEMrush, you can find which subfolders drive the most organic search traffic. For example, Wirecutter houses its product reviews in a URL subfolder called “/reviews/”:

Let’s see how much of their investigational intent traffic goes there.

In SEMrush:

1. Select SEO Toolkit. 
2. Click on Organic Research from the side menu.
3. Enter the domain – e.g. “thewirecutter.com” – you want to analyze.
4. Click on the Positions tab.
5. Apply advanced filters: Include > URL > Containing > /reviews/

Now the results show the keywords and traffic found only in the “/reviews/” subfolder: 

You can see that Wirecutter gets 4.1 million visits per month (91% of the total traffic) and has 2.2 million keywords (88% of all keywords) in its “/reviews/” subfolder, which is where they generate their affiliate revenue.

OK, now let’s check the ecommerce site, Beardbrand, who house all their products under the “/collections/” subfolder:

This time we’ll apply the advanced filters to discover the commercial intent traffic.

In SEMrush:

1. Select SEO Toolkit. 
2. Click on Organic Research from the side menu.
3. Enter the domain – e.g. “beardbrand.com” – you want to analyze.
4. Click on the Positions tab.
5. Apply advanced filters: Include > URL > Containing > /collections/

Now the results show the keywords and traffic found only in the “/collections/” subfolder:

Overall, Beardbrand has 40.9K keywords in the Top 100 and expects to get 147K visits per month. But its commercial intent product category pages only drive a small proportion with 546 keywords and 15.5K (11%) traffic.

Pages/posts

You can also check which individual pages are driving the most traffic across each stage of the funnel. This tells you which topics (rather than keywords) your competitors are targeting.

Let’s check the top traffic-driving commercial intent pages for Beardbrand.

In SEMrush:

1. Select SEO Toolkit. 
2. Click on Organic Research from the side menu.
3. Enter the domain – e.g. “beardbrand.com” – you want to analyze.
4. Click on the Pages tab.
5. Apply advanced filters: Include > URL > Containing > /collections/

For Beardbrand, you can see their Beard Oil page gets 8.7K visits per month – that’s 5.9% of the total traffic – and is by far their highest traffic-generating commercial intent topic.

Keywords

Finally, let’s look at which keywords are driving the most traffic. But rather than using URL filters, we’ll check for investigational intent keywords that use modifiers like best, top, review, and comparison.

In SEMrush:

1. Select SEO Toolkit. 
2. Click on Organic Research from the side menu.
3. Enter the domain – e.g. “thewirecutter.com” – you want to analyze.
4. Click on the Positions tab.
5. Apply advanced filters: Include > Keyword > Containing > best

The report shows that Wirecutter uses 257.2K investigational intent keywords to drive 1.3M visits per month – that’s 28.9% of their total traffic.