SEO & Content Marketing Hub

The best way to find the top pages on any website is to use a combination of tools that provide the metrics you need to make a data-backed answer. We’re getting a bit philosophical here, but “top pages on a website” or “best pages on a website” is a very broad and subjective question. There are many ways of defining the top pages on a website, whether by traffic, leads, revenue generation, PR and backlinks, or more.

Before beginning, you should start with the end in mind: what is the goal?

It’s important to “Begin with the end in mind,” as Steven Covey often said. It’s something I forget about all the time, but it’s essential: what is the end goal in doing all of this?

• Measure revenue?
• Plan a strategy?
• Analyze the competition?
• Build a marketing plan?
• Use as a general source of data

Often we may want to explore the area first before we dive in and can assign ROI to it. In this case, it likely makes sense to frame it as a fact-finding project with a concrete start and end date. Based off of that we can then assign value and prioritization and place it in our overall corporate + business market strategy.

What metrics do you need to see?

You don’t want to overwhelm yourself or your team with metrics overload. Analysis Paralysis is very real. Some common examples of website metrics that are important to company leaders are:

• Website-derived revenue
• Revenue per page (average)
• Top revenue-driving pages
• Top lead-driving pages
• Rank in traffic vs competitors
• Quantity and quality of website traffic
• Custom traffic scoring and ranking

AI-Specific Metric Examples:

• Number of AI searches our company shows up for
• Number of AI keywords a company is ranking for
• What AI keywords and phrases are showing up for your companies
• Your AI mindshare and topic-share in the space

SEO-Specific Metric Examples:

• Website traffic from SEO
• Website traffic from Google Search
• Website traffic from Google AI Overviews
• Top pages for SEO traffic
• Number of quality backlinks
• Number of traffic-driving backlinks
• Total referral traffic via backlinks

What marketing channels are most important to analyze?

• SEO – Google Search, Bing Search
• Organic social – Facebook, Instagram, Instagram Reels, YouTube Shorts, LinkedIn, X, TikTok
• Paid Search – Google Ads, Facebook/Meta Ads, LinkedIn Ads
• AI Search – ChatGPT, Gemini, Claude, Perplexity
• Referral traffic – other websites sending you traffic directly
• Backlinks traffic – more specific traffic that comes through backlink acquisition and link-building efforts
• Email marketing – owned, earned, and paid email newsletters
• Marketing automation – MQL and SQL leads that are moved through their funnels via a variety of actions. Doing this though HubSpot and Salesforce is most popular.

Then ask – what is the value of this:

• How will this impact revenue?
• What is the prioritization level?
• Who gets the most value from this?
• What are all the ways this contributes value in many different ROI timelines?
• How does this improve customer acquisition cost (CAC)?
• How does this improve lifetime value (LTV) and then also the CAC: LTV ratio?

Who is involved?

Ideally, at least one of these executives is championing this project, but if all c-suite execs are on board, the project is more likely to get done:

• CEO
• CFO
• CMO
• CTO
• COO
• CRO

What is the prioritization level and timeline?

• Based on all of the above, you can decide where this project ranks vs others
• Build a mini model in a spreadsheet to add weights to build a decision matrix
• Combine this decision matrix with your gut-feel and taste to decide on the action point

Best Tools for Finding Top Pages on a Website

• For SEO: I use Ahrefs the most often to find top pages. Ahrefs is the snappiest and my favorite tool in SEO. I never really liked SEMRush although many do. It’s a bit like choosing between Coke & Pepsi with those two. Pricing ranges from $29-1,500+/mo
• For all marketing channels: SimilarWeb covers all marketing channels. Pricing about $150+++ a month.
• AI tools:
• Total website crawl: There are lots of SEO website crawling tools. My go-to is Screaming Frog because I just know it the best and it’s very flexible. But it’s also very scary for beginners. There are tons of other options out there from small to enterprise.
• Content analysis and content management tools: I’ve used MaretMuse, Frase and Clearscope. Of those Clearscope is the most used and I like it. For content indexing and managing – it’s mostly spreadsheets that get updated with data exports and SEO crawl updates.
• Top referring pages: this is a bit squishy, but essentially in Google Analytics, who is sending you referral traffic? From what external website pages? To which of your pages?
• Top PR pages: This refers to a combination of how many PR journalistic articles are out there for PR purposes. Also means the total number of pages for PR purpose on your website, whether traditional or digital PR. (See examples).

How to Find out How Much a Website is Worth

This is a big question and it depends on asking more questions in addition:

• Are you determining worth based on a DCF analysis?
• What are the inputs for your DCF model?
• Do you have other financial models to determine this worth?
• How much revenue is the website generating directly? – for SaaS, aggregator, e-commerce, lead generation, and affiliate models
• How much pipeline and leadflow is this website generating? – for enterprise and SaaS business models

The Very Best Way for Finding the Top Pages on a Website

So what’s the very best way? Answer all of those questions above to build out your little playbook, then execute the playbook. Looking for the best SEO traffic pages on a website? Jump right into Ahrefs, plug-in any website, go to top pages, export, then analyze.

Looking for the top pages by overall website traffic? Jump into Similarweb

Want the highest revenue-generating website pages? Go to your Google Analysics and look, or use Spyfu to get estimates of competitors!