Compete has the ability to show you performance on a subdomain level, in the view below as well as a 12 month trend for free users and 24 month trend for PROs.
For those companies that are lucky enough to have competitors organize their domains in such a way that subdomains are king it can lead to all sorts of juicy information you can use competitively. Since Linkedin has been getting a lot of attention recently due to the recent IPO, I’ve chosen to focus on the subdomain performance and dive into indicators that can be helpful for those looking to invest. In other instances you can see things like competitor’s lists of clients, when hosted on subdomains.
Below you see the listing of subdomains for Linkedin, I’ve denoted each of the navigation with the green numbers and the blue as columns I’ll define below.
- Navigate to the domain of interest (linkedin.com pictured below).
- Select the Subdomains tab.
- Domain/Subdomain Column
- Unique Visitors is a monthly metric that calculates individuals that are unique to individual subdomains in the given month published (in this example it’s May 2011) . The first listing is the root domain, which calculates all Unique Visitors to the top-level domain if you are to add up all the UV’s to all subdomains it will always be greater than or equal to the top-level domain. This is because an individual can be a unique visitor to multiple subdomains in a given month, but is only unique to the root domain once.
- Monthly Change – is the percentage increase or decrease from the month prior.
- Yearly Change is the percentage increase or decrease from the same month, the year prior.
- Navigate through pages of subdomains with the pagination buttons.
Now that you understand what each of the columns are, I’ll lead you through a simple analysis of this data. We’re seeing sizable increases from both socially oriented subdomains with tweets.linkedin.com having a 122% increase m-om. The platform.linkedin.com and help.linkedin.com seems to be having increased traffic over the past month, while both subdomains are new as of this year.
Additionally multiple international domains (with the UK and Canada domains with highest volume) are seeing increased activity within the US, likely from international users traveling in the states. We can conclude that this increased activity means what international expansion is growing month over month, while maybe not as strong as it was the same month last year.
While many of these subdomains would warrant further investigation in the compete tool, this section clearly gives insight into places to look next and dive deeper.
Lindsey Mark works in Client Relations at Compete and is responsible for the strategic development of client retention and support policies for compete.com, with a focus on education and training efforts. She graduated from Rochester Institute of Technology in Rochester, NY so she's a certified technology junkie and open source advocate. When she's not thinking about marketing or training digital 007's at compete, she's doing yoga & blogging about gluten-free diet and lifestyle. Find Lindsey on Twitter as @linji, Google Plus as Lindsey Mark or connect with her via LinkedIn.