Advice and answers from the Advanced Web Ranking Team
Measure Your Market Share with AWR and Identify New Growth Opportunities
Learn how to measure your Market Share in AWR to understand your share of total traffic opportunity and compare your performance against top competitors.
Imagine the organic traffic opportunity as a pie shared between you and your competitors. The bigger the slice you own, the more visits your website is expected to receive from your high-ranking positions.
To see exactly how much your slice represents from the total traffic opportunity, and how that performance compares to your top competitors, head to the Competitive Intel > Market Share section.
You can analyze Market Share data for all keywords in your project or narrow it down to a specific keyword group, making it easy to focus on what matters most.
You can also switch between the search engines you’re tracking, making it easy to compare performance and see how the competitive landscape shifts across each one.
Additionally, you can also adjust the table view to focus on the competitors that matter most to your analysis. With a single click, you can switch between the top competitors identified in the SERPs, the competitors you've added to your project, or the domains you've chosen to ignore.
Top Market Share KPIs Explained
Let’s break down how Market Share and key KPIs are calculated in Advanced Web Ranking:
Market Share shows the percentage of Estimated Visits each top domain may receive from all its URLs ranking in the top 20 results for the selected keyword set, out of the total Estimated Visits those keywords can generate.
URLs shows the number of pages from the main website that rank within the top 20 positions.
Keywords indicates the number of terms the main website ranks for in the top 20 positions.
Click Share is the estimated percentage of clicks the main website receives from organic search, based on its top 20 positions and corresponding CTR.
Estimated Visits shows the potential traffic the website may receive from organic search, calculated by multiplying the Click Share of the keywords ranking in top 20 positions with their search volumes.
The Visibility Percent is a search performance indicator calculated based on Top 20 positions and it shows how visible the domain is in the search results.
The values displayed for each KPI are calculated for the latest update date within the selected time frame and compared to the values from the previous date.
Track Your Competitors’ Evolution Over Time
Understanding your competitors’ strengths and weaknesses compared to your own is essential for optimizing your website’s SEO performance and uncovering opportunities to outperform them.
AWR makes this easier by letting you visualize Market Share alongside other key performance indicators in a single chart, helping you quickly identify trends. By default, the chart shows Market Share and Visibility Percent, but you can switch to a different KPI combination anytime by clicking the tabs above the chart.
To explore a KPI’s evolution over the selected date range, change the display mode using the switch button in the chart’s upper-right corner.
Discover Competitor Strengths & Weaknesses to Spot Growth Opportunities
The Market Share table helps you uncover which domains are strongest and where your opportunities lie. It offers two display modes with metrics focused on competitor performance and keyword insights:
Top Domains
The Top Domains view shows:
overall visibility metrics for the top-ranking domains for the keywords tracked in your project, giving you a clear picture of who dominates your niche.
competitors that have dropped out or newly entered the SERPs, based on Market Share, when comparing two project updates, helping you uncover emerging threats and fading rivals.
The domains and URLs in the Market Share report are automatically selected by the AWR algorithm based on their ranking performance for the search engines and keywords in your project. The selection may include competitors you are already tracking, as well as new competitors discovered ranking in the top positions for your keywords.
AWR adds a “You” label next to the main tracked website, while competitors tracked in the project settings are marked with a “C” label. To add suggested competitors, select them using the checkboxes and click Add to Project.
Top Domains Metrics Explained
Market Share shows the percentage of Estimated Visits each top domain may receive from all its URLs ranking in the top 20 results for the selected keyword set, out of the total Estimated Visits those keywords can generate.
URLs show how many pages each competitor has ranking in the top 20 positions for the tracked keywords.
Keywords shows the number of terms that each competitor website is ranking for in the top 20 positions.
Click Share represents the estimated percentage of clicks that each competitor website receives from organic search, based on its top 20 positions and their related CTR.
Estimated Visits shows the potential traffic each competitor website may receive from organic search, calculated by multiplying the Click Share of the keywords ranking in top 20 positions with their search volumes.
The Visibility Percent is a search performance indicator calculated based on Top 20 positions and it shows how visible a domain is in the search results.
Target Keywords
The Target Keywords view shows:
the total number of keywords ranking in the top 20 results for each domain, giving you a quick sense of who has the strongest overall presence.
the total search volume of all keywords ranking in the top 20 for each domain, allowing you to identify which competitors target the highest-demand terms.
the number of unique and common keywords the main domain competes for, giving insight into how much keyword overlap you share with others.
Target Keywords Metrics Explained
Market Share shows the percentage of Estimated Visits each top domain may receive from all its URLs ranking in the top 20 results for the selected keyword set, out of the total Estimated Visits those keywords can generate.
Keywords shows the number of terms that each competitor website is ranking for in the top 20 positions.
Total Searches represents the total search volume of all keywords that a domain ranks for in the top 20 results.
Common Keywords shows the number of keywords that both the main tracked website and the competitor are ranking for in top 20 positions.
My Unique Keywords displays the number of keywords that the main website ranks for in the top 20 positions that the competitor does not.
Competitor Unique Keywords shows the number of keywords that the competitor domain is ranking for in the top 20 results that the main website does not.
Intersection displays a bar illustrating the share of your competitor's unique keywords (yellow), common keywords (green) and your website's unique keywords (blue).
For each competitor listed in the Target Keywords table, you can explore the list of common and unique keywords.
For example, you can view the keywords where your top competitor ranks in the top 20 but your website does not. Simply click the total in the Competitor Unique Keywords column to be taken to the Keyword Gap report, where you’ll get insights for each keyword such as search volume, search intent, and keyword difficulty.
This allows you to identify high-potential opportunities, prioritize content optimization, and uncover gaps to improve your SEO strategy.
How to Export Market Share Insights
You can export the Market Share data for a specific keyword group or all keywords in your project by clicking the “Export” button. Available export formats include PDF, CSV, and XLSX, or you can upload the data directly to your Google Drive.|
How to Exclude Irrelevant Competitors from the Market Share report
Not interested in large, popular domains like Wikipedia, Facebook, or YouTube that dominate the SERPs? You can ignore these domains from your Market Share report and focus only on competitors directly related to your business niche.
This helps you get a clearer view of relevant competition, uncover actionable opportunities, and make more informed SEO decisions.
Once excluded, these domains will no longer appear in the top competitors list and will be ignored when computing the Market Share value, ensuring a clearer picture of your true niche performance.
After a new ranking update, additional competitors are automatically added to the Market Share report to keep the top competitors list complete, helping you maintain an accurate view of the competitive landscape.
Ignored domains can be added back to the project at any time using the dedicated wizard, allowing you to easily update your competitive analysis as needed.
Do you have any other questions? Don’t hesitate to get in touch and we will keep building the FAQ.
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