SEO Competitor Analysis Tools

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Competitor SEO analysis is an essential part of website analytics. The main task is to understand which SEO strategy the competitors have chosen and get ahead of them. Therefore, a necessary part of developing a website improvement strategy is comparing competing websites to determine their effective and ineffective SEO implementations.

What does competitor SEO analysis include? Basic moments:

  • Keywords – their types (commercial or informational) were omitted, which you can use in the future.
  • Backlinks – types of links, daily and monthly growth, and which links can be duplicated on the website. In addition, you will track what anchors a competitor uses and what percentage of nofollow and dofollow comes from donor sites.
  • Traffic research, namely the landing pages of a competitor.
  • Content – how big are competitors, metrics, word size, LSI, and keywords.

Why is SEO competitor analysis a necessary process? According to statistics provided on Siteimprove, only 10% of Google search engine sites receive clicks. If a site is not included in this percentage, then be sure – competitors got there. To change this, optimization is needed. It is important to remember that website SEO does not work in isolation – optimization is always based on competitor performance. Remember, you cannot be successful in your industry and still ignore your competitors. After all, you can learn what is working and not working for them and implement it into strategy.

SEO Competitor Analysis Template

How to Conduct Competitor SEO Analysis? What to look for? Let’s take a quick look at all the processes.

Identify Competitors

Determination of competing sites is carried out by SEO-issuance – based on the keys, categories of the store, or the list of services.

If you need to find your competitors in pure e-commerce, then focus no longer on keywords but rivals’ domains. Not all competing online stores will have the same structure, products, and the same number of categories. Therefore, in most cases, each category will have its competitor. If the site already has traffic, you can find a competitor using Ahrefs by entering the desired domain into the search.

Analyze the competitive landscape

At this stage, you will understand how strong the competition is. By collecting basic SEO metrics, you will determine the gap between you and your competitors. For example, analyze domain rank, the number of inbound links to your site, and the estimated organic search traffic. This can be done using the Ahrefs Batch Analysis tool.

The following steps will help deepen your understanding of how competing websites work.

Study backlink growth

Referring domains signal to Google that a website is safe, relevant, and relevant. In addition, they are a critical aspect of building business relationships and partnerships. First, find the top link sources of your competitors – these are what competitors are relying on. Next, see what type of mentions for links: comments, spam, blogger reviews, or a few words in articles. Then, create a mutually beneficial collaboration offer for your sources similar to or better than your competitors can offer. This way, you can hijack an effective linking site.

Study traffic breakdown by country

Pick the top countries where your competitors get the most organic traffic. Next, determine the regions – which audience to target your attention. Work not only the first three positions but also the next several. Perhaps this is where the potential for the success of a business lies. Then why not adapt your website by translating it into the languages ​​of those countries?

Spy on competitors’ organic keywords

Run a tool that identifies organic keywords for each domain. First, you will find some of the main links on the path to organic traffic from your competitors. This can be done by sorting keywords by country of interest in most tools. Next, the selected words should be “run” through the Keyword Difficulty (KD) check – this is an indicator of difficulty. If it’s high, it will take a lot of links to rank.

Find competitors’ most popular content

Determine the trends – which of the content of websites is the most popular among users? What topics are the audience interested in? It can be:

  • Informational articles.
  • Reviews.
  • Infographics.
  • Video.
  • News.
  • Product pages, etc.

If any specific types of content are driving organic traffic and converting, it’s essential to incorporate them into the content plan.

Learn from competitors’ PPC ads

Headlines and tags for PPC ads bring profit to companies. Therefore, keyword research is worth including. However, sometimes marketers can overlook these words in the regular analysis of competitors’ keywords.

11 SEO Competitor Analysis Tools

To make things easier for you, we offer a selection of 14 of the most effective and intuitive SEO analysis tools for your competitors. In addition, some of them allow competitor web traffic analysis.

SE Ranking

The new analytical tool of the SEO platform checks competitors’ traffic during a regular or paid campaign – it assesses traffic and its value. In addition, it will help learn about the domain and website trust score.

The company’s offices are located worldwide – in London, Palo Alto, Minsk, Kyiv and Moscow., Zapier, Hunter, Trustpilot, and use the platform’s services.


The company offers five tools for analyzing the work of the websites of competitive companies. Conduct traffic analytics, organic research, and ad crawling at your service – brand monitoring and social media tracker.

The founder of the company is Oleg Shchegolev. Branches are located in cities: Dallas, Boston, Trevos, Prague, St. Petersburg, Warsaw, and Limassol. SEMRush’s clients include P&G, Vodafone, Forbes, Walmart, and Quora.


Site Explorer combines organic traffic research, backlink checking, and paid traffic research. It is a great SEO competition analyzer, and you definitely should try it.

Founding Dmitry Gerasimenko. The office is registered in Singapore. Such companies use the services of the tool as CloudApp, Evolution Communications, Omnisend, Veneta, and Interflora.


Learn about the benefits of your competitors’ top pages, track growth dynamics, and compare data across five search databases simultaneously.

The company’s founder is Oleg Salamaha, which belongs to the Internet marketing agency Netpeak Group group. Among the clients of Rakuten Viber,, Prom, Citrus, and Privat Bank.


In addition to analysis tools, the platform provides data on the best websites worldwide in different categories on effective strategies and advertising. In addition, the Digital Marketing Intelligence tool can help research competitor data.

Clients include, Dentsu, Adidas, Google, and The Economist. The company’s offices are located on all continents – in New York, Tel Aviv, San Francisco, London, Burlington, Tokyo, Sao Paulo, Paris, Sydney, Reston, Munich, and Kyiv. If you need to do an SEO competitor comparison or SEO competitor report, you need SimilarWeb.


Get detailed reports on your competitors’ rankings and strategies in CSV, PDF, and Google Sheets. The tool analyzes the largest and most productive competitors and finds smaller competitive companies in the market. And when scanning the success of a rival campaign, the program also focuses on failed strategies, allowing you to avoid the same mistakes.

The platform’s loyal customers include Adobe, Microsoft, SalesForse, and Twilio.


The Moat Pro tool provides data to track dynamics and changes on a rival site over the past three years. With instant alerts and customizable search tools, you’ll always be one step ahead of the competition.

The company is part of Oracle Advertising. Voxmedia uses these tools, Vice, Twitter, AOL., and


Explore marketing blind spots with a competitive intelligence tool. This analysis uses a database of PPC and SEO keywords from the last seven years.

Since 2009, the company has been under the control of TapClicks Inc. Research findings from these powerful tools are used by companies such as Autodesk, Adknowledge, Marin Sofware, and GroupM.

Simply Measured

With a social media listening tool, you can understand your audience’s thoughts about competing sites, track brand voice, benchmark, and identify gaps in your campaign. In addition, the platform provides advanced capabilities to understand your audience better.

Chicago Bulls, Unicef, Subaru, Columbia, and Shopify have used these analytics tools since 2018.


Among other marketing tools, the platform provides tools for ultra-fast analysis – competitors’ websites, content, links, and reviews. In addition, a complete list of digital assistants for research work and prices for services are on the website.

Ben Wills created the platform in 2015.


With the help of the Share of Voice tool, you will identify the main competitors, sort them in order of importance and get information about their behavior – how aggressive they are, how their content is displayed on different types of devices, etc. The platform helps to identify opportunities for competition in your niche.

Jim Yu and Lemuel Park founded the company. The company has offices in Foster, New York, London, Seattle, Chicago, Cleveland, Tokyo, and Sydney.


Make your SEO competitor analysis the foundation of marketing strategy decisions, and you will see your rankings go up. Now you know how to do competitor analysis in SEO. And remember: successful competitors are a gold mine and a source of invaluable information for running your business.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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