“Running a $2.3B marketplace means you can’t afford to guess. We need clarity across markets to make the right calls fast.”

Sascha Weber, Head of SEO, Chrono24

Challenge: Tracking and forecasting in volatile global markets

The luxury watch industry experienced dramatic shifts in recent years. What was once predictable, 30 percent year-over-year growth became a "roller coaster" of volatility.

"The last couple of years were very shaky in the watch industry," explains Sascha Weber, Head of SEO at Chrono24. "We're coming down from a super overhyped watch market now to a more realistic kind of place."

This made forecasting nearly impossible for a business where SEO drives the majority of traffic. With 49 top-level domains across different countries, each market had different competitors and search patterns.

Before using Semrush Traffic & Market, Chrono24 faced several challenges:

Inaccurate keyword monitoring across international markets. Chrono24 had built custom keyword sets to track performance across 49 countries and 23 languages. However, generic visibility tools muddied their data with irrelevant, high-volume terms like “Apple Watch” and “men’s watch,” which distorted performance results.
Unreliable data from existing providers. Their former visibility tracking partners were no longer delivering reliable ranking data, prompting them to look for a more robust and accurate solution.
Wrestling with multiple tools that made monitoring slow and fragmented.
Difficulty forecasting traffic expectations in an unpredictable market. As Weber notes: “In the age of AI, things are changing super fast and new topics keep appearing that we have to monitor.”
Limited visibility into market-specific competitor strategies across 49 countries.

The team needed a centralized solution that could handle the complexity of international SEO monitoring while providing reliable insights for planning.

Solution: A unified traffic & market intelligence solution

After evaluating options, Chrono24 chose Semrush Traffic & Market, which combine competitor traffic intelligence, market-wide growth insights, and visibility monitoring for all its markets in one place.

Step 1: Monitor daily traffic & market intelligence

Weber begins each workday by reviewing any shifts in market conditions using the Daily Trends Dashboard. This dashboard provides granular daily and weekly data that lets the team track emerging seasonal patterns and regular market fluctuations in real time.

For example, when luxury watch demand spikes around holidays or major industry events, Daily Trends shows these patterns as they develop.

This daily routine helps Weber catch shifts in competitor market share and ranking before they hurt Chrono24's business performance.

With this dashboard, they’re able to:

Detect and act on daily traffic spikes and dips across 49 markets
Identify seasonal trends and short-term fluctuations early
Ensure real-time visibility into market shifts before they affect revenue

Step 2: Analyze traffic distribution across channels

The Traffic Distribution section within the Traffic Analytics dashboard provides Chrono24 with granular insights across multiple traffic channels.

By analyzing organic search, paid search, referral, social, and email traffic separately, they can see which channels drive the most visitors in each of their 49 markets.

Most of the single-channel Traffic Distribution dashboards feature a “Top Keywords” cloud map of Chrono24's competitors.

For example, when Chrono24 spots competitors ranking for high-volume phrases like "swiss watch expo atlanta" or "rolex cellini" on the Paid Search dashboard, Weber’s team can create targeted content to compete for those searches.

The AI Traffic dashboard has also been useful in helping them understand which AI assistants are sending traffic to their top competitors, which has helped them think about their own AI search strategy. Chrono24 complements this Traffic Distribution data with insights from the Position Tracking Dashboard, part of the Semrush SEO Toolkit. By monitoring Chrono24's own keyword rankings across all international markets, Weber's team can see exactly where the company stands against competitors and identify ranking gaps worth targeting.

Traffic channel monitoring and SEO tracking tools allow Chrono24 to:

Compare channel-specific performance market by market
Identify competitor keyword wins and create response content
See which competitors are benefiting from AI assistant referrals
Monitor rankings over time to assess content and SEO impact
Spot underperforming regions or traffic sources early
Align SEO and content strategy with real user behavior data

Step 3: Track geographic trends by country

The Countries Dashboard in Traffic & Market provides country-level traffic breakdowns for Chrono24, enabling them to detect trends across its international domains. The Dashboard uncovers metrics on traffic share, visits, unique visitors, desktop vs mobile usage, and average visit duration for each market.With a single click, the team can drill deeper into each country to understand what markets are driving traffic and which content resonates within each market.

For example, the “Top Pages in Germany” report shows which luxury watch content performs best with German audiences. The team uses these findings to inform their localized content strategy.

Tracking geographic trends allows Chrono24 to:

Compare traffic and engagement by country
Identify high-traffic regions
Discover top content in each market

Supporting tools that streamline analysis & execution

To get the most out of the Traffic & Market Toolkit, Chrono24 uses it alongside other Semrush tools to streamline workflows, unify insights, and scale SEO across teams and countries.

These supporting solutions help the team distribute, analyze, and act on market and traffic data more efficiently:

By pairing Traffic & Market insights with these solutions, Chrono24 ensures their team can move quickly from data to decision-making at scale.

Results: Major keyword opportunity and operational efficiency

Semrush delivered what Chrono24 needed: clarity across 49 international markets and massive hidden opportunities.

The biggest win came from uncovering traffic patterns by channel and across key markets. Using the “Top Keywords” cloud maps across Traffic Distribution dashboards, Weber's team spotted an entire keyword cluster they had completely missed.

"We had a whole new keyword cluster that we were missing out on with huge search volume. We're talking more than a half a million visits," Weber reports.

Additional wins across Chrono24 include:

49 international markets monitored from a single dashboard
20% savings in team time and costs through tool consolidation

By using Semrush, Chrono24 consolidated scattered tools into streamlined operations and found a half-million-visit opportunity hiding in plain sight.

"Operating a $2.3B GMV marketplace across 100+ countries with 49 domains, 23 languages, and millions of URLs means every monitoring blind spot can cost us serious money. Semrush keeps us ahead of problems before they hit revenue."

Key Takeaways: Traffic & Market Toolkit delivers global impact

With Semrush Traffic & Market, Chrono24 gained the clarity and control needed to succeed in a fast-changing global market. The team streamlined operations, uncovered new traffic opportunities, and elevated strategic decision-making across 49 international domains.

Discovered an untapped keyword cluster worth 500K+ monthly visits
Centralized workflows and eliminated reliance on fragmented tools
Monitored 49 global markets from a single source of truth
Gained real-time insights into traffic trends and market shifts
Enabled better forecasting, planning, and executive reporting

Together, these capabilities helped Chrono24 move faster, focus smarter, and unlock new growth opportunities hidden in their data.

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