SEO & Website Traffic

SEO and traffic insights reveal how companies are performing in digital marketing—surfacing both challenges (declining rankings, traffic drops) and growth indicators (increased spend, geographic expansion). These insights are particularly valuable for marketing, advertising, and analytics solutions.

Why This Insight Matters

Identify marketing pain points — Declining traffic or rankings indicate urgent needs
Spot competitive pressure — Competitors bidding on their keywords indicates market tension
Detect budget shifts — Changes in paid spend reveal strategic pivots
Track market expansion — Traffic by country shows geographic growth

Available Subtypes

Signal	Subtype Enum	Description
Blog content velocity increasing	`seoBlogContentVelocity`	Company is publishing blog content at an increasing rate
Declining brand keyword volume	`seoDecliningBrandKeywordVolume`	Search volume for brand keywords is decreasing
Drop in returning visitors	`seoDropInReturningVisitors`	Indicates weak retention and nurturing strategy
High bounce rate from paid channels	`seoHighBounceRatePaidChannels`	Poor landing page experience or weak message fit
New keyword themes emerging	`seoNewKeywordThemesEmerging`	Company ranking for new keyword categories
Organic traffic growth outpacing paid	`seoOrganicTrafficGrowthOutpacingPaid`	Organic growth exceeding paid traffic growth
Paid traffic up, conversion down	`seoPaidTrafficConversionDecline`	Increasing paid traffic but declining conversions
Rapid ad spend growth	`seoRapidAdSpendGrowth`	Significant increase in advertising budget
Rising CPCs in core keywords	`seoRisingCPCsCoreKeywords`	Increased competitive pressure in category
Sharp drop in paid spend	`seoSharpDropPaidSpend`	Sudden decrease in advertising budget
Site traffic by country	`seoSiteTrafficByCountry`	Geographic distribution of website visitors
Stagnant traffic despite spend	`seoStagnantTrafficDespiteSpend`	Traffic not growing despite ad investment
Surge in competitor keyword bidding	`seoSurgeCompetitorKeywordBidding`	Competitors increasing bids on their brand terms

Response Fields

Core Fields

Field	Type	Example	Description
`insightId`	string	`"seo-bounce-001"`	Unique identifier for this insight
`name`	string	`"High Bounce Rate from Paid Channels"`	Human-readable insight name
`type`	string	`"seo"`	Insight category
`subType`	string	`"seoHighBounceRatePaidChannels"`	Specific subtype enum

Traffic Metrics

Field	Type	Example	Description
`variables.company_name`	string	`"TechCorp"`	Company name
`variables.company_domain`	string	`"techcorp.com"`	Company domain
`variables.paid_bounce_rate`	number	`72.4`	Bounce rate from paid traffic (%)
`variables.organic_bounce_rate`	number	`45.2`	Bounce rate from organic traffic (%)
`variables.bounce_rate_delta`	number	`27.2`	Difference between paid and organic
`variables.top_paid_sources`	string[]	`["Google Ads", "LinkedIn Ads"]`	Primary paid traffic sources

Landing Pages

Field	Type	Example	Description
`variables.landing_pages_affected[].url`	string	`"/product/enterprise"`	Landing page path
`variables.landing_pages_affected[].bounce_rate`	number	`78.1`	Bounce rate for this page (%)
`variables.landing_pages_affected[].sessions`	integer	`4520`	Session count for this page

Resolution Fields

Field	Type	Example	Description
`companyUrl`	string	`"techcorp.com"`	Company website domain
`companyLinkedinUrl`	string	`"linkedin.com/company/techcorp"`	Company LinkedIn URL

Full JSON Response Example

{
  "insightId": "seo-bounce-001",
  "name": "High Bounce Rate from Paid Channels",
  "type": "seo",
  "subType": "seoHighBounceRatePaidChannels",
  "companyUrl": "techcorp.com",
  "companyLinkedinUrl": "linkedin.com/company/techcorp",
  "variables": {
    "company_name": "TechCorp",
    "company_domain": "techcorp.com",
    "paid_bounce_rate": 72.4,
    "organic_bounce_rate": 45.2,
    "bounce_rate_delta": 27.2,
    "top_paid_sources": ["Google Ads", "LinkedIn Ads"],
    "landing_pages_affected": [
      {
        "url": "/product/enterprise",
        "bounce_rate": 78.1,
        "sessions": 4520
      },
      {
        "url": "/demo",
        "bounce_rate": 69.3,
        "sessions": 3180
      }
    ],
    "detected_at": "2024-12-15T00:00:00Z"
  }
}

API Usage

Generate Content API

{
  "enabledInsights": ["seoPaidTrafficConversionDecline", "seoRisingCPCsCoreKeywords"],
  "disabledInsights": []
}

Generate Insights API

{
  "contactCompanyUrl": "example.com",
  "insightSubtype": "seoDropInReturningVisitors"
}

Example Output

"Noticed TechCorp's paid traffic has a 72% bounce rate—nearly 30 points higher than organic. That gap usually indicates landing page or message-market fit issues. Happy to share what's working for others running similar campaigns."

Coverage

Refresh: Weekly
Coverage: 25-99% of companies (varies by insight type)
Best for: Marketing agencies, SEO tools, advertising platforms, analytics vendors