SimilarWeb vs SEMrush - Comparing Website Traffic (2020 Case Study)

Every self-respecting marketer is a journalist, so to speak.

That means they check and check all the information that is displayed on their radar.

Verified data make credible reasoning and a lasting reputation. Everything is clear; The only question is how to get (or manufacture) such irrefutable material.

If you have an accurate tool, you are a winner.

Let's look at two titans of website traffic analysis – SEMrush Traffic Analytics and SimilarWeb – and see if any of them can be a reliable data provider for your marketing campaigns.

We give the winning tool a point for each criterion. Among other things, we will check whether SEMrush Traffic Analytics and SimilarWeb are worth their prices.

SimilarWeb vs SEMrush – Detailed comparison

In this test, we focus on the functions for analyzing the website traffic of the tools. The metrics involved are key indicators of a company's digital marketing performance. Usually these rates are the first to be examined.

SEMrush Traffic Analytics is based on a comprehensive online visibility suite that also includes tools for SEO specialists, PPC advertisers, social media and content marketers.

In contrast, SimilarWeb is only intended for website statistics.

Which product strategy wins?

Let us judge by specific features, dates, accuracy and pricing. We give the tool that leads to a selected category / property a point.

properties

Let us go into the individual functions of both tools so that we can find the best tool for traffic analysis!

Global and regional data

SEMrush Traffic Analytics offers full access to traffic statistics from 190 countries and can filter by location. All regions are available in one subscription.

SimilarWeb also has data in a number of areas, but only provides access to purchased databases. The database of each country is calculated separately.

1-0 for SEMrush Traffic Analytics

Detailed analysis of traffic sources

The main types of traffic – direct organic search, bank transfer, paid search and social search – are covered by both tools.

In addition to an overview of traffic sources, SEMrush Traffic Analytics gives you insights into how a website actually generated all of these visits from each channel.

You can even get an insight into which sources have led traffic to certain pages of a domain (using the "Top Pages" function of the tool).

In addition, you can benefit from the general SEMrush subscription and publish the advertising campaigns, the keyword strategy and the content of the examined company in the media. SEMrush makes its honest point for all these advantages.

In this case, SimilarWeb offers a more detailed analysis of traffic sources at a basic level. In this round, the tool also receives a point if it offers data on two additional channels: display ads and emails.

advertising

2: 1 to SEMrush Traffic Analytics

Traffic to the most popular sites

SimilarWeb used to have a feature called "Popular Pages" that sorted inside pages based on the percentage of pageviews. The feature was recently made unavailable to a wider audience.

In the meantime, SEMrush Traffic Analytics has a detailed top page report that contains a list of the most visited pages on a website, counting both internal and external visits. You can filter the ranking according to unique page views, unique visitors or inputs and also look at the input sources.

Sounds like this feature can lead you to insightful conclusions and bring another point to the SEMrush tool.

3: 1 to SEMrush Traffic Analytics

mobile data

Mobile traffic data is fully available in SEMrush Traffic Analytics.

In SimilarWeb it has to be purchased separately.

Given that mobile marketing spend is expected to grow 70% over the next five years, we're tempted to give SEMrush Traffic Analytics more than one point. But rules are rules, and we add one to the tool's score.

4: 1 to SEMrush Traffic Analytics

Target group analysis and demography

With SEMrush Traffic Analytics you can check the overlap of the target groups between websites. The subscription also includes the new Market Explorer tool, which you can use to determine demographic data (age and gender) and interests of the in-market audience. You can also use these functions to discover similar websites.

With SimilarWeb you can analyze demographic data, interests and geographies of the target group. You will also see similar websites in the tool.

The overlap of the audience is not taken into account. The tool misses another chance to collect a point.

5: 1 to SEMrush Traffic Analytics

Industry / category analysis

SEMrush comes closest to the industry analysis with its Market Explorer. It's a separate tool that allows you to view a list of relevant websites, similar to the one you entered.

According to the algorithms of the tool, these domains are said to belong to players who are aimed at the same market and work in the same industry.

In addition, they recently launched a new feature in Market Explorer that measures the growth rate of market participants along with their current audience size.

It is visually understandable and we see it equally as revealing for new market research and competitive benchmarking.

In SimilarWeb, the industry analysis is crystal clear. You can review category performance, traffic share and industry leaders and compare against these metrics.

However, the tool does not evaluate the growth rate of individual players.

Given that SEMrush has more capacity and its additional functionality is included in the price of traffic analytics, we give SEMrush a point.

6: 1 to SEMrush Traffic Analytics

Historical data

Metrics for past periods have been available in every SEMrush subscription since April 2016.

In SimilarWeb, the available data area depends on the subscription: the basic area only covers 12 months.

7: 1 to SEMrush Traffic Analytics

API access

With both tools, you can use the API for any reason.

SEMrush Traffic Analytics offers API access regardless of the interface subscription. So you don't need to buy traffic analytics if you only need this data for your custom reports or integration with your product. In general, data is more user-friendly than in SimilarWeb.

For example, to get all the main statistics of a domain, you only have to do one query, while in SimilarWeb three queries are required. This is more efficient in terms of limits and effort.

What really differentiates SimilarWeb is the understandable user interface. You can clearly see how many API units you have spent and how many you have left.

There's even a dedicated API for similar websites and an API for adult websites. Overall, you can access more data with the SimilarWeb API.

7: 2 to SEMrush Traffic Analytics (yes, they are still leading!)

accuracy

Since both tools use similar algorithms to capture, project, and estimate clickstream data, a discrepancy is inevitable.

If you analyze your own domain with either SEMrush Traffic Analytics or SimilarWeb and then compare the statistics with those in Google Analytics, you will of course notice a difference in the numbers.

The question is, how big is this discrepancy?

Before we present what we found out, we would like to emphasize one thing: both traffic analysis tools were developed for the competitive analysis, which always says the best when it is comparative.

Therefore, make sure that you use the examined data to compare competitors, create benchmarks and identify trends.

To check the accuracy of the tools, we sent an anonymous poll in our community asking users to share their website's monthly traffic, and then compared those numbers to the results of SEMrush Traffic Analytics and SimilarWeb.

The numbers in the table show the difference between what we've learned from website owners and what SEMrush Traffic Analytics and SimilarWeb have shown.

The smaller the error, the higher the accuracy.

Popularity of the website SEMrush error (%) SimilarWeb errors (%)
0-10K visits 74 n / A
10K-50K visits 57 80
50,000 to 150,000 visits 41 40
150K-500K visits 33 35
Over 500,000 visits 36 37

We see that SEMrush Traffic Analytics does a much better job of analyzing smaller domains than SimilarWeb.

In more populated locations, the tools are practically neck to neck.

We thank SEMrush Traffic Analytics, which bears the "Estimated Accuracy" sign at the top of the user interface.

The larger the audience of an analyzed website, the higher the accuracy that the tooltip shows, and our results prove this.

Do not be afraid of the fact that there are discrepancies at all: Since this possible error is applied to all domains of the examined competitors, it should not distort the picture if you compare them.

8: 2 to SEMrush Traffic Analytics

Pricing

What can be more objective than numbers? So no offense.

All website traffic analysis functions included in the SEMrush Traffic Analytics tool, all regional databases and historical information are available for $ 200 / month.

You can get all the benefits mentioned in this article, including the unbeatable keyword database, by adding a SEMrush subscription. So the price of the entire package starts at $ 299.95 / month.

Most importantly, the price is the same for every market.

SimilarWeb has a more complicated payment scheme. Each country database must be purchased separately, and many features (top sites, mobile data, etc.) must also be paid for individually.

The basic package is also expensive and has no fixed price.

9: 2 to SEMrush Traffic Analytics

Which website traffic analysis tool?

All in all, we cannot stop you from buying SimilarWeb or SEMrush if you or your company are used to paying for it.

However, if you want to use your money and time resources more efficiently, it may make more sense to subscribe to SEMrush Traffic Analytics.

That way you get more for less. You can also add a general SEMrush subscription to your toolkit if you not only see the big picture, but also need a detailed analysis of the digital marketing channels.

And that would be one of the many other data-based decisions in your career.

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