Similarweb
A market intelligence platform that estimates traffic composition across channels, showing how much of a competitor's audience arrives from search, direct, social, email, and display.
Analogy Mental model
A sand table of the whole battlefield. You see not only the search traffic but the share coming from people who typed the address directly, and which neighbouring sites their audience also visits.
In practice What you actually do
Use it for business cases and annual reviews. A competitor with a large direct share and mostly branded search is defended by brand habit; one with most traffic from organic search landing on blog content is a target you can attack directly with the same playbook.
Where people get burned Pitfalls
Estimates below roughly fifty thousand monthly visits are unreliable enough to be misleading, often showing as a floor value or nothing at all. The tool is built for mid-size and large sites.
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