Expand into High-Growth Markets with Strategic Competitive Data

When you expand into a new geographic market, you’re literally stepping into new territory.

So, if you want to expand strategically, you need data to understand and target the most promising regions for growth.

With good data, you can capitalize on high-potential audiences, tailor your strategies to local dynamics, and effectively position your brand for success.

Ready to expand your market reach with insightful data?

Follow this step-by-step guide utilizing The Traffic & Market Toolkit to navigate new regions, analyze geo-specific market trends, optimize your entry strategy, and engage with the right audiences for sustained growth.

The Market Overview dashboard is your first stop to uncover locations with great potential for your business.

First, examine the Market Summary section.

Here, you can gather key data about your market, including:

• Market Consolidation: Learn how competitive the market is and how difficult it will be to enter. High consolidation means a few players own most of the market, making an entry more difficult.
• Key Players & Market Share: These domains receive the highest portion of the market’s total traffic.
• Market Size: This section provides insights into the Total Addressable Market (TAM) and Serviceable Available Market (SAM) to discover potential and realistic opportunities.

Next, filter by region or country to see which countries show the most potential. Look to the Market Consolidation and Market Size to understand the potential.

• Low consolidation is a good sign. When the market share is distributed among a large number of players, entry is easier.
• High TAM and high SAM mean you’re looking at a robust market with a good fit for your business. When the SAM is close to the size of the TAM, there’s high demand for market products, but less room for growth.
• A larger gap between the TAM and SAM means more room for growth, though you may need to expand your product line or adjust positioning for the broader market.

For each new geographic region, review the key players in this location. Note whether they’re the usual suspects or new ones you’ll need to learn more about.

Often, the leaders in one geographic region differ from those in another area. Knowing your competition and their market share is key information moving forward.

Want to find data on emerging markets? The Traffic by Country chart offers data on regions that might not otherwise be on your radar.

Once you identify markets with high traffic potential, return to Step 1 in this guide and filter by those markets to conduct additional market research.

If your primary market is the U.S., you can dive deeper with the U.S. States dashboard to analyze traffic growth across individual states.

This allows you to spot fast-growing regions, assess geographic trends, and tailor your strategy by location—ideal for brands with state-specific campaigns or regional targeting.

Once you have a shortlist of new locations to enter, learn how competitors have done in those markets and what strategies they use to succeed in the selected markets.

First, use the Growth Quadrant to determine whether these top players have gained or lost traction in a particular market.

If most competitors are seeing growth in the region, that’s another sign that this market is worth considering. If the results are mixed, look to the competitors who have seen growth. You’ll want to follow them to see what they’re doing well to keep traffic growing.

The Daily Trends dashboard allows you to get granular traffic data for competitors in your market, as well as traffic trends for individual channels, including organic, paid, and referral channels.

Filter by your chosen regions and observe the trend lines.

Whose lines are trending upward? Downward? Flatlining? What days of the week or weeks of the year see increased traffic? The more positive growth you see, the more traffic potential this new market has.

If you discover an interesting trend in a particular channel–Paid Search or Referral, for example–you can turn to the dashboard for that unique channel for deeper insights.

See how Amazon’s direct traffic moved upward through the spring? This could be a seasonal trend to consider adding to your marketing strategy.

In the Traffic Overview dashboard, select the location you’re interested in exploring.

Examine the Overview for traffic trends, purchase conversions, and engagement metrics.

Are the top players seeing growth for your business’s most important metrics? If so, this is another sign that this market holds great potential for your business.

If the competition isn’t trending upwards for your key metrics, select another region to see if these top players perform better. Consider adding this new region to your shortlist.

Filter by country on the Top Pages dashboard to follow the traction of your competitors' web content in your target market.

The “1Y Trend” column to see if the demand for these pages is increasing. If so, that’s a great nudge to consider creating content that addresses similar themes to those pages.

Filter by channel to see which products or content types perform well in this market.

By filtering by organic search, you can find the most searched-for destinations in this location.

If you click on one of the pages in the Top Pages table, the table will expand, revealing metrics for that unique page. Use this information to discover the entrance sources and growth. These insights can be helpful once you begin launching products into this new market.

The Demographics dashboard lets you explore the demographics and behavior of your competitors’ audiences in your new potential markets.

This data helps you pinpoint the audiences with the highest potential for your business.

Let’s look at this dashboard to learn about the key segments of your competitors’ audiences in these locations.

The majority of websites do best with the 45-54-year-old crowd. This is where you’ll face the most competition. However, you’ll have fewer competitors with customers aged 18-34.

EyeOn is your hub for keeping tabs on competitors’ content in your new market.

Set up competitive tracking for your target location to monitor new landing pages, blog articles, search ads, and social activity.

Reviewing the content Timeline content will uncover intel on audience targeting and its positioning in this market.

Be sure to sign up for email or Slack alerts for weekly updates on competitors’ marketing moves in this locale.

In less than 30 minutes, Traffic & Market will give you a holistic view of whether a new market will bring growth to your organization.