Research Competitors’ Websites with these Competitor Research Tools and Leverage Competitive Data to Improve SEO and Marketing Tactics

If you have competitors that consistently outrank you in search, you should take a look at what they are doing on their website.  Could be they’ve found the golden ticket to SEO success in your industry.  Use the competitor research tools below to uncover the marketing activities that are boosting competitors’ search rankings.  Compare the content, back links, and social media of top competitors to see what tactics you can incorporate to improve your SEO, SEM, and Content strategies.


With Alexa, you can see the performance of competitors’ marketing activities and improve your strategies to model successful tactics. Get the data you need with a competitive intelligence tool and a free (for opt-in) Competitive Analysis Template.  To use the competitive intelligence tools you will need to buy-in on the $49 a month Insight Plan.

Alexa Reputation Metrics Screen

Alexa Competitor Research Tool


SEMrush is a leader in competitive research with reasonably priced service plans, but you can also search a domain, keyword or URL for free from the search box on the SEMrush homepage.  Paid plans get you analytic reports on your competitors’ strategies in keyword selection, paid search, organic search, and link building. There are also tools to cross, combine and visualize data to compare competitive domains. Paid plans start at around $70 per month.

SEMrush Domain Overview Results

SEMrush Competitor Research Tool

Netpeak Checker

Netpeak Checker is a desktop tool for analyzing and comparing websites based on any SEO parameter you can think of: tags, meta data, keywords, canonical, status codes, links, and more.  Add powerful reporting and the ability to merge URL’s under projects and there isn’t’ anything you won’t know about your competitors’ website.  Pricing for Netpeak is $19 a month or $159 for the year with a free 14-day trial.

Netpeak Popular Website Listing

Neatpeak Competitor Research Tool


Just one of many tools provided by, you can download the SEO Tool Bar with a free SEO Book account.  It sits at the top of your browser and for any web page you are on it pulls in useful marketing data points for a holistic view of the competitive landscape with links to data sources so you can dig deeper. The best part is it is free to download, but note that it only works on Firefox browsers.

Exporting SEO Tool Bar Data

SEO Toolbar Competitor Research Tool


Track backlinks, keywords, brand mentions, and competitors’ activities. There are dozens of tools and reports to give you a comprehensive set of data to analyze both your competitors’ and your marketing effectiveness. Ahrefs plans start at $99 a month after a two-week free trial.

Site Explorer – Get a detailed backlink profile for any website with smart filters and advanced reports for tracking.

Ahrefs Competitor Research Tool

Positions Explorer – See the keywords your competitors are ranking for in search results and which pages are ranking high for both paid and organic search traffic.

Content Explorer – Uncover the content getting the most shares and backlink and use the list of sites linking to content to build a list of content marketing outreach targets.

Ahrefs Content Competitor Research Tool

Position Tracker – Track daily keyword ranking with daily position history over time and automated weekly and monthly ranking reports.

Crawl Report – Check of issues that may be hurting your site including response codes and loading speed.


With the MozBar Chrome extension, you get a top-of-screen browser toolbar that shows you the SEO metrics of any website you are on.  Get top SEO metrics at a glance while surfing the web the way you usually do.  You can also create custom searches, see the difficulty level in ranking for given keyword, and see page elements with the Analyze Page overlay feature.  Plus, the MozBar lets you view social metrics for Twitter, Facebook, and Google+.  This free tool promises to streamline your SEO and competitive analysis.

MozBar Features

MozBar Competitor Research Tool

SimilarWeb Pro

Modeling itself as a market intelligence platform, SimilarWeb Pro gives you comprehensive analysis for any app or website.  With the pro plan, you get website analysis with engagement, SEO, and PPC metrics as well as audience interests, industry leaders, traffic sources, and app analysis. SimilarWeb Pro’s basic plan is $199 per month.

SimilarWeb Pro Audience Overview Report

SimilarWeb Pro Competitor Research Tool

Competitor Analysis Tools That Work for You Often Work as Competitor Research Tools

You’ll find that many of the tools you use to monitor your website performance also work as competitive research tools to track what your competitors are doing.  If you are looking just to dip your toe in competitive research tools you can try one of these:

Google Alerts – for monitoring mentions

SocialMention – for researching keywords and mentions

Monitor Backlinks – have competitor backlinks sent to you


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Zach_Color_Trans_small_CroppedAbout The Author

Zach Anderson is the co-founder of Reputation Loop (helping small businesses grow by generating customer feedback and online reviews) who loves online marketing and golf.