Do you run a website and often wonder how your site is performing compared to the websites of your competitors?

If you answered yes, then you are in the right place.

In this weekly roundup, we've curated a list of 21 of the most effective competitor analysis tools that you can use to benchmark your website against your competitors.

Disclosure: This content has a few affiliate links, which means if you click on them, I will get a commission (without any extra cost to you).

Effective Competitor Analysis Tools to Help You Grow Your Business

Along with providing the list of tools, we’ve also mentioned the key features of each tool. This will help you determine which of these competitor analysis tools can best meet the needs of your business.

Competitor Analysis Tool #1: SEMrush

SEMrush is an all-in-one competitive intelligence solution and a comprehensive competitor analysis tool. And it does a lot more than just compare website traffic.

Why is it one of the best in the league?

It digs deep and provides the complete analysis of your competitors’ backlinks profile, top-performing content, and the keywords that they are ranking for. Additionally, it tracks your competitors’ online reputation by tacking smart mentions.

SEMrush Competitor Analysis ToolsImage via SEMrush

Competitor Analysis Tool #2: Serpstat

This is a brilliant competitor finder and analysis tool that provides a multitude of data on various SEO aspects.

website traffic ebook

What’s unique about Serpstat?

The tool has a tree view feature that provides a complete map of competitors’ websites and what pages rank for which keywords.

Their URL analysis feature lets you find competitors for each category page of your website. The batch analysis feature allows you to compare up to 200 domains for various metrics like keywords.

Serpstat Competitor Analysis ToolsImage via Serpstat

Competitor Analysis Tool #3: SE Ranking

This competitor analysis tool allows you to benchmark your website against competitors on SEO and PPC parameters. It includes features like backlinks analysis, keyword research, site audits, and a keyword rank checker.

SE Ranking Competitor Analysis ToolsImage via SE Ranking

Competitor Analysis Tool #4: Alexa

Alexa is one of the most popular competitor analysis tools used for analyzing other websites’ performance and comparing that with yours.

In fact, Alexa Rank is, in itself, a parameter that people use to compare one website to another.

So, what can you do with Alexa?

It can help you check the popularity of a website by measuring website traffic. It also ranks websites in its database based on their popularity.

Alexa Competitor Analysis ToolsImage via Alexa

Competitor Analysis Tool #5: SimilarWeb

This competitor analysis tool analyzes your competitors’ traffic and engagement metrics and helps you make comparisons with your own.

What more, you ask?

It also has a keyword analysis feature that helps you track the keywords that your competitors are ranking for and also find new keywords that you can target.

This tool not only analyzes websites but also analyzes apps on parameters like rank, engagement and retention rates, audience interests, etc.

SimilarWeb Competitor Analysis ToolsImage via SimilarWeb

Competitor Analysis Tool #6: Ahrefs

Ahrefs is an excellent tool for conducting a thorough site analysis and competitor benchmarking on multiple SEO parameters.

Why is it one of the best competitor analysis tools out there?

It also provides detailed backlink research, which is updated on a daily basis. The tool also has a keyword research feature that you can use to track competitors’ performance on various keywords and identify keywords that you can target.

Ahrefs Competitor Analysis ToolsImage via Ahrefs

Competitor Analysis Tool #7: Quick Sprout

Quick Sprout is a website analyzer tool that analyzes any website on traffic, speed, and other SEO parameters. It can be used for competitor analysis by checking the site analysis for your competitors.

Although it is not as nuanced as other sophisticated competitor analysis tools like SEMrush, it offers some good features for free.

Quick Sprout Competitor Analysis ToolsImage via Quick Sprout

Competitor Analysis Tool #8: BuiltWith

This competitor analysis tool focuses specifically on the online technologies market and tracks technology trends and statistics on key market players.

What can you do with it?

Using this tool, you can select the technology that you are interested in and see statistics on its usage, key players, and compare your statistics with that of competitors.

BuiltWith Competitor Analysis ToolsImage via BuiltWith

Competitor Analysis Tool #9: WooRank

This is a website review and SEO analysis tool that provides a competitor analysis feature. Use this tool to understand what keywords your competitors are targeting and identify keywords that you can target. You can compare up to 5 websites using this tool.

WooRank Competitor Analysis ToolsImage via WooRank

Competitor Analysis Tool #10: KeywordSpy

This is an effective competitor analysis tool for digital marketers as it helps you identify competitors’ paid and organic advertising/marketing strategies.

Why should you care?

You can literally spy on your competitors and find out the keywords they target, their ad copy combinations, and their performance of both.

KeywordSpy Competitor Analysis ToolsImage via KeywordSpy

Competitor Analysis Tool #11: Hitwise

This tool allows you to compare your website with that of your competitors on various SEO parameters. It also helps you identify your competitors, track clickstream patterns for any website, and track where your audience is going.

Hitwise Competitor Analysis ToolsImage via Hitwise

Competitor Analysis Tool #12: SpyFu

This is a great tool for tracking competitor keywords, ad copy combinations, PPC ad rankings, and organic search rankings. What else?

Apart from suggesting keywords that you should target, this tool also suggests keywords that your competitors already targeted and failed at.

SpyFu Competitor Analysis ToolsImage via SpyFu

Competitor Analysis Tool #13: Raven Tools

This tool provides a detailed competitor analysis on various site metrics like keywords, backlinks, design, domain authority, page speed, traffic, social media metrics etc.

Is that all? Ofcourse, not.

It also provides an in-depth backlink analysis that can help you analyze competitors’ backlinks and identify good backlink sources for your website. The tool collects data from multiple sources like Google, Moz, IBM Watson, Bing, Majestic etc.

Raven Tools Competitor Analysis ToolImage via Raven Tools

Competitor Analysis Tool #14: cognitiveSEO

This tool provides ranking analysis, keyword research, and content optimization features as part of their competitor research tool. The tool can provide insights into your competitors’ keywords, backlinks, and content strategy and help you formulate your own strategies accordingly.

cognitiveSEO Competitor Analysis ToolsImage via cognitiveSEO

Competitor Analysis Tool #15: SISTRIX

Using this tool, you can benchmark your website against those of your competitors on all key SEO parameters. The tool can also help you with analyzing your and your competitors’ ad campaigns and even find competitors.

SISTRIX Competitor Analysis ToolsImage via SISTRIX

Competitor Analysis Tool #16: Blue Corona

This free competitor analysis tool benchmarks your website against competitors on parameters like security, speed, mobile-friendliness, content quality, backlinks, etc. This software does a detailed site audit of your and your competitors’ websites.

Blue Corona Competitor Analysis ToolsImage via Blue Corona

Competitor Analysis Tool #17: iSpionage

This tool can help you identify your competitors’ profitable keywords, best-performing ad copy, and landing pages. It is a comprehensive competitor analysis tool that can provide seven years of PPC and SEO data for you and your competitors. This tool can also help you identify new competitors and inform you of their PPC strategies.

iSpionage Competitor Analysis ToolsImage via iSpionage

Competitor Analysis Tool #18: SEO Review Tools

This tool provides a thorough keyword analysis and identifies competitors that rank for your most important keywords. It also provides other competitor analysis features like backlinks analysis, a website authority checker, and an SEO audit.

SEO Review Tools Competitor Analysis ToolImage via SEO Review Tools

Competitor Analysis Tool #19: Crayon

This comprehensive competitor analysis tool lets you analyze your competitors’ entire digital footprint. Isn’t that awesome?

You can gain insights on competitors’ product and pricing changes, latest news and announcements, online reputation, content, and marketing campaigns. Unlike other competitor analysis tools on our list, this tool’s insights are not limited to SEO and PPC campaigns, but cover a lot more.

Crayon Competitor Analysis ToolsImage via Crayon

Competitor Analysis Tool #20: LXR Marketplace

This website has several SEO tools, including an SEO competitor analysis tool. The tool allows you to compare your website’s SEO performance with that of your competitors.

What’s more?

It has a keyword analysis feature that can help you compare your search performance against competitors on common keywords that you’re targeting.

LXR Marketplace Competitor Analysis ToolsImage via LXR Marketplace

Competitor Analysis Tool #21: DataForSEO

This is another competitor analysis tool that you can use to compare SEO metrics of your website with those of your competitors. It provides an in-depth traffic analysis, along with six months of traffic metrics history.

DataForSEO Competitor Analysis ToolsImage via DataForSEO

FAQs

Q1. What is the best SEO tool for competitor site analysis?

A. The following are the best SEO tools for competitor analysis:

  • Serpstat
  • SE Ranking
  • Alexa
  • SimilarWeb
  • WooRank

Q2. What are the tools and techniques of competitive analysis?

A. The best tools for competitive analysis include WooRank, SE Ranking, Alexa, and SimilarWeb.

The techniques of competitive analysis include:

  • SWOT Analysis
  • Perceptual Mapping
  • Porter's Five Forces
  • Growth-Share Matrix
  • Strategic Group Analysis
  • PEST Analysis

Q3. How do you do a competitor analysis?

A. Use the following steps when conducting a competitor analysis:

  • Find competitors through social media, Google, or competitor analysis tools.
  • Categorize competitors depending on whether they are direct, indirect, or phantom competitors.
  • Check out how they display products on their websites, what they include, their calls-to-action, etc.
  • Identify why customers buy from them and their unique selling point.
  • Compare how they set prices across channels.
  • Read their reviews.
  • Review their social media posts.
  • Stay updated using Google Alerts or listening tools for news about yours competitors and your industry that can affect your business.

Q4. What are the three types of competitors?

A. The three types of competitors are:

Direct Competitors: Businesses in the same sector, offering similar products and targeting the same audience. For example, McDonald's and Burger King.

Indirect Competitors: Businesses selling products in a similar category that can substitute what you offer. For example, a savings account and the stock market.

Phantom competitors: Businesses selling substitute products a customer may choose instead of your own. For example, watching a movie at a theatre and reading a book with the same title.

Q5. What are the two excellent tools for researching your competitors?

A. Two of the best tools for analyzing the competition are:

  • Semrush
  • Serpstat

Q6. Is Semrush free?

A. No. But you can get a 7-day free trial period on either of their paid plans.

Q7. Which is the best free SEO tool?

A. These are the best free SEO tools based on functionality:

  • Keyword research: Google Keyword Planner, Answer The Public
  • On-page SEO: SERPsim, Animalz Revive
  • Technical SEO: Google Search Console, Screaming Frog
  • Research: BuzzSumo, SimilarWeb
  • Local SEO: Google My Business, Whitespark Google Review Link Generator
  • Analytic tools: Google Analytics, Google Data Studio
  • Rank checking: Bulk Google Rank Checker, serprobot.com
  • Link Tools: LinkMiner, Google's Disavow Tool,
  • Mobile SEO: Google's Mobile-Friendly Test, Mobile-First Index Tool
  • Indexing and crawling: Beam Us Up, Screaming Frog
  • Multi-functional tools: SEO Minion, MozBar, Google Search Console

Q8. How do competitors use keywords?

A. The following are ways your competitors use keywords:

  • For competitive benchmarking.
  • To find gaps in the content and keywords they use.
  • To find inspiration when targeting new terms and developing new content.
  • To discover what your target audience cares about.
  • To create content that helps them compete in search results for the same keywords.
  • To identify keywords you don't target and especially long-tail keywords that give them a competitive edge.
  • To discover why you rank for specific terms.

Q9. Is it legal to bid on competitor keywords?

A. Yes.

You can bid on competitor keywords as long as you don't use your competitor's trademarked name in your ad copy.

Q10. What are competitors' keywords?

A. Competitor keywords are those keywords companies you compete with target to get better search rankings. They are those that drive traffic to their sites and that you can use to gain insight into your audience's interests, pain points, etc.

Conclusion

You cannot sit in a silo and just keep tracking your performance without knowing where you stand in the industry, especially when it comes to your competitors. Competitor analysis and benchmarking are important to help you streamline your strategies, identify opportunities, and correct your mistakes.

The list of competitor analysis tools above will help you do just that. These are some of the best competitor analysis tools available in the market today. So, take your pick and get started with competitor analysis and benchmarking for your website.

Do you know any other competitor analysis tools that deserve to be included in our list? Let us know in the comments below.

Disclosure: This content has a few affiliate links, which means if you click on them, I will get a commission (without any extra cost to you).