Paper Contents
Abstract
This study is to examine the website traffic of the Amazon e-commerce platform using the SEMrush tool, with a specific focus on identifying the sources of traffic, measuring user interaction, and determining important performance metrics. SEMrush, a prominent digital marketing tool, provides comprehensive information on traffic metrics, organic and paid search campaign effectiveness, and competitor analysis. The analysis involves assessing the overall website traffic, the geographic breakdown of visitors, and the percentage of direct, referral, social, and sponsored search traffic. By examining Amazon's primary keywords, backlink profile, and paid advertising tactics, this analysis offers a thorough perspective on the digital footprint of the platform. In addition, the research examines user behaviour indicators such as bounce rates, pages per visit, and average session duration, which help to ascertain user involvement and loyalty. A systematic strategy to data collecting, analysis, and interpretation is employed in the study methodology for examining the website traffic of Amazon's e-commerce platform utilising SEMrush. This study aims to analyse traffic sources, user engagement, keyword performance, and other important indicators in order to provide a thorough assessment of Amazon's online operation. The principal tool employed for data collecting is SEMrush, which provides comprehensive insights into website traffic and SEO effectiveness. The study used a non-probability purposive sample method, specifying Amazon's website as the target for traffic analysis. Segmentation of data is based on traffic sources (organic, paid, referral, social), devices (desktop vs. mobile), and geographical locations. This digital marketing tool offers a multifaceted dashboard for monitoring website traffic, keywords, backlinks, and competition analysis. This study largely utilises the "Traffic Analytics" and "Organic Research" modules. This SEMrush investigation uncovers Amazon's competitive advantage in search engine rankings, its strategic implementation of SEO and SEM, and its predominant position in the worldwide e-commerce industry. The findings provide useful information for companies seeking to improve their digital marketing efforts by utilising search engine traffic and engagement techniques.Keywords: Competitor Analysis, Traffic Analysis, Keywords, SEO, Organic Search, Paid Search.
Copyright
Copyright © 2024 Mr. SURJADEEP DUTTA. This is an open access article distributed under the Creative Commons Attribution License.
