Jul 7, 2022

13 Competitor Analysis Tools to Spy on Your Competition

Image of Aditya Singh Rajput, Content Writer
Aditya Singh Rajput
13 Competitor Analysis Tools to Spy on Your Competition

13 Competitor Analysis Tools to Spy on Your Competition

This article lists 13 best competitive analysis tools that will help you analyze the competition and better understand their strengths and weaknesses.
13 Competitor Analysis Tools to Spy on Your Competition

Table of contents

In today’s highly competitive market, it’s essential to know what your competitors are up to. But it can be hard to keep track of them all.

If you are a marketer or business owner, you must have an idea about the characteristics of your competitors. That's what the marketers call “competitor analysis.” It is one of the most important strategies to help you improve your sales, increase your ROI, and succeed in marketing.

But the question is, which strategy or tools can help you in such an analysis?

In this article, we will be sharing the best competitor analysis tools that help analyze the competition easily and more efficiently.

But, first, let's understand the concept of competitor analysis.

What is Competitor Analysis?

Competitor analysis is the process of identifying and analyzing the competition of a business or product. This can help you determine how to best position your business or product in the market.

It involves everything from identifying their strengths and weaknesses to raising brand awareness.

Marketing is a game of fighting for your audience's attention, regardless of what business you're in. Because there are so many marketing outlets available nowadays, competition can be severe.

Traffic, ad placement, followers, and revenues are all competitive aspects. The list might go on forever. While conducting competition analysis isn't especially "fun," it is unavoidably important.

Why is Competitor Analysis Important?

Competitive analysis is one of the most important strategies that help get a better understanding of the competition.

Here is how SEO Competitor analysis can help:

1. Fine-tune and develop your Unique Selling Proposition (USP): A competitive analysis will reveal what other brands consider to be their "why."

When you compare your competitors' USP to your own, you'll notice that certain talking points about your brand emerge, which will help you stand out from the crowd.

2. Improve owned products and services: Your customers' expectations will change as your business grows. Analyzing both your and competitors' customers is one way to anticipate such demands and expectations. By comparing customer reviews, you'll be able to identify market gaps and create better marketing strategies.

3. Establishes a brand: By using competitive analysis, you can better understand the audience's interests, create unique marketing strategies and identify the areas your competitors might be lacking in. Before creating the marketing campaigns, competitor research is essential. All these voids will help establish a brand.

Now that you clearly understand the competitor analysis and its importance, let's look at some of the best competitive analysis tools in 2022.

Best Competitor Analysis Tools of 2022

Competitive analysis is a large-scale undertaking. You may track various KPIs, beginning with social media presence and progressing through brand recognition to SEO measures like domain score and keyword rankings.

Your brand's success or failure depends on how well it (the brand) competes with others. The more you understand about your field, the better decisions you'll be able to make. As a result, you should perform competitor research before engaging in any marketing or product development efforts.

We've included various tools, such as tools to assist you in monitoring your online presence, SEO efforts, and social media competition tools.

  1. SE Ranking

SE Ranking is one of the best competitor analysis tools for your website because it provides precise data, extensive reports and analysis, and other tools to help you do more jobs.

This tool's versatility and dependability make it a must-have for SEO specialists. You can research and compare your competitors on Google's page ranking tools.

With SE Ranking's through SEO competitor analysis, you'll be able to make more informed SEO decisions, save money on A/B testing, and respond quickly to market developments.

Furthermore, SE Ranking is an amazing rank tracker tool that analyses the changes in your niche, organic traffic & ranking drops, top organic keywords, and website traffic.

SE Ranking gives various metrics such as:

  • Search results by country.
  • Domain and page trust.
  • Traffic cost.
  • Traffic estimate.
  • Backlinks.
  • Referring domains.
  • The number of key phrases.
  • Keyword rankings.
  • CPC and number of advertisers.
  • SERP features.
  1. SEMRush

SEMRush is a popular competitive intelligence tool, which can be a great addition to your arsenal if you are looking to compete in the Google search engine.

Search engine optimization is an important component of any marketing strategy. It's because the visibility of your website in search engines for potential clients is determined by the quality of its content and technological functionality.

SEMRush's keyword magic tool helps find the competitors' keywords and determine the most lucrative ones. This is where you can examine how your competition ranks for specific URLs in terms of keywords.

Besides this, you can use the SEMRush tool to research your competitors for:

  • Organic keywords.
  • Backlinks.
  • New and lost keywords.
  • External links.
  • Increases and decreases in rankings.
  • Best performing sites.
  • PPC Paid keywords.
  • Keyword trends.
  • Organic traffic.

Furthermore, the data might help you plan your SEO strategy.

You may create a keyword planner to arrange your content distribution based on SEMrush's observations and recommendations. You'll be able to create a strong domain that ranks well in any browser.

  1. Scalenut

Scalenut is a new yet amazing SEO competitive research tool that analyses the top-ranking pages for your main keyword and helps improve your content.

By analyzing your competitor's content, you can spot the gap and find the common keywords and the NLP terms that will help improve the relevancy of the content.

What makes this tool more worthy is that you can check the subheadings and the use of key terms in real-time without switching to another tab.

Scalenut helps improve and give better insights about the competitor by analyzing:

  • Readability.
  • Total word count.
  • Content grade.
  • Valuable subheadings.
  • Key terms or NLP terms.
  • PAA (People Also Ask) and recommended questions.
  1. Similar Web

Similar Web is one of the most widely used and effective SEO tools for analyzing your site's performance and traffic. Similar Web provides an in-depth analysis of your website's performance, including links, keywords, traffic, rank, etc.

The tool also provides information on the performance of your competitor's websites. You can also use Similar Web to find out how you are performing against competitors and identify potential improvement opportunities.

This competitive analysis tool will assist you in benchmarking your competitors, monitoring your industry, and uncovering your competitors' statistics and web strategy.

This tool can assist you in identifying potential partners or leads, spotting new patterns, and explaining consumer purpose and journey. Similar Web gathers raw data, cleans and organizes it, processes it using learning algorithms, and presents the statistics you need.

Similar Web also offers a free version where you can try some extensive features:

  • Traffic volume: With this information, you may estimate your competitors' market share, at least in terms of website traffic.
  • Traffic sources: This information can tell you how much traffic your competitors get via paid acquisition, referral traffic, and organic traffic.

Besides this, the Pro version of Similar Web gives features like:

  • Referrals.
  • Social.
  • Display.
  • Content.
  • Audience.
  • Competitors.
  • Mobile apps.
  1. Sprout Social

Sprout Social is a social media management platform. It allows users to create and manage their own social media networks, and post content from other websites or platforms.

Sprout allows you to learn about your competitors, keep track of industry trends, and manage your social advertising from a single platform.

Improve your marketing strategy by examining customer-favored trends and focusing on your top competitors for content ideas.

Sprout also offers analytics tools that allow users to track the performance of their social media campaigns.

Sprout Social allows you to analyze competitor social media performance from a variety of perspectives and data sources.

With numerous data points, you can track across social media platforms like Facebook, Twitter, and Instagram. You can utilize Sprout's array of competitive analyses to review and optimize your social strategy.

Whether you want to see what your competitors are posting or compare your progress to the profiles being compared with, it's all only a click away, without the time-consuming manual research and cluttered spreadsheets.

Sprout Social is one of the most comprehensive competitor analysis tools that come with features:

  • Custom reports.
  • Rank tracker.
  • CRM integration options.
  • Social listening.
  • Smart inbox feature.
  1. Ahrefs

Ahrefs is a great keyword research and SEO tool.

You can use it to check what keywords your competitors are ranking for, how much organic traffic they're getting, and what content they're producing that's working well. It's also value-for-money.

They've also included keyword data for sites like YouTube, Baidu, and Amazon and the ability to compare domains to discover content gaps and track individual keywords in their dashboard.

Ahrefs' site explorer, which allows you to analyze any URL's top organic keywords, is another essential competitor analysis tool for SEO. You'll also get a good idea of how much traffic a rival gets for certain keywords.

It's also simple to look at a site's best-performing content based on backlinks (rather than shares). This data reveals which products are more effective for a given brand.

You can also evaluate which keywords provide the most traffic to a competitor's site, in addition to the best-performing content.

  1. SEO Powersuite

At every level of your SEO strategy, the SEO PowerSuite tool will assist you.

  • Rank Tracker is a keyword research and rank checker. You can use it to get a list of your top competitors based on a target keyword, analyze competitors and their domain strength, uncover competitors' keywords to adjust your own, and generate a keyword report based on that data.
  • WebSite Auditor examines any website to determine how search engines perceive your (or your competitors') site. This competitive analysis software identifies all issues with a website that could affect indexing, search rankings, or user experience.

You'll get step-by-step guidance on how to fix each problem. Use WebSite Auditor's “content creation tool for SEO” for content analysis and optimization, which allows you to optimize material as you write it.

  • SEO SpyGlass is a tool for backlink analysis. Its new backlink index will assist you in identifying backlinks within competitors' profiles and developing your own link strategy.

In the Project Comparison module, you'll be able to compare up to 5 link profiles, and under Link Intersection, you'll get a list of websites that link to numerous competitors.

  1. Siteliner

Siteliner provides a more technical view of your competitor's website's performance. Your website's rank is influenced by various factors.

You can use Siteliner to find issues in your competitors' website performance, such as broken links, both external and internal.

You can use this information to connect to the broken links in your competition.

Linking has a significant impact on browser results, and you won't be able to rank well in Google without them.

Siteliner's free plan allows you to analyze up to 250 pages within a single domain.

  1. iSpionage

iSpionage is another research tool for analyzing competitors and following their ads.

The software will first assist you in identifying your top AdWords competitors. Then you'll be able to see how much they spend on paid and organic search, as well as examine their published ads and landing pages and obtain an estimate of their monthly PPC budget.

If you need to submit your findings to your boss or want a good approach to communicate data with your coworkers, iSpionage can assist you with high-quality branded competitive reports.

iSpionage provides you with a detailed analysis of your competitor's marketing efforts. Find out how much your competitors spend on paid advertising and which keywords they're utilising in their PPC (Pay Per Click) campaigns.

  1. Rank Signals

Rank Signals is another SEO tool that allows you to examine and take practical insights from your competitors' content marketing strategies.

You can track your competitors' backlinks with Rank Signals. This will offer you an overview of which sources connect to your rival, boosting their Google ranking.

The title and URL, as well as the link anchor text and URL, are displayed in Rank Signals.

In Google's eyes, backlinks build up your website's reputation. It's also critical that the sites that link to yours are of high quality. It's a case of quality vs. quantity. That's why Rank Signals is an important tool for spying on your competitors.

Using this backlink analysis tool, you can find:

  • Find deleted & broken links.
  • No-follow and do-follow links.
  • Link signals and relevant link opportunities.

With Rank Signal's SEO chrome extension, you can receive instant access to key SEO analytics right in your browser. It gives you quick access to the Rank Signals backlinks checker as well as metrics such as PageRank, Alexa Rank, and estimated traffic.

  1. Moz

Moz gives you a detailed picture of how authoritative a site is in Google's views. MozBar assigns a DA score to sites based on their potential to rank in search engines, using Moz's proprietary domain authority (DA) assessment (based on factors such as backlinks). The better the authority, the higher the DA score.

The MozBar, which sits atop your browser, is a handy tool for determining a site's search potential at a look.

MozBar allows you to do a kind of passive competitive analysis by looking at competitor sites to see how long they've been around and if they're getting backlinks.

MOZ also gives thorough information on backlinks, anchor texts, and other important SEO data for your website and your competitors' websites.

Their reports are excellent for highlighting areas where your SEO strategy may be improved.

  1. BuzzSumo

Buzzsumo is a fantastic tool for finding the most recent content. It shows you a list of your competitor's keywords and subjects.

On social media, you can see what people are saying about competing brands and what type of material resonates with their fans.

This useful tool allows you to examine your competitors' material.

BuzzSumo is one of the most powerful competitor tracking tools available, as it simplifies engagement analysis and allows you to compare the success of your content to that of your competitors.

The analysis tool finds competitor data from online pages, performs social media analysis, and identifies content types that are more successful among your competitors.

Besides this, Buzzsumo functions as a media monitoring tool, as you may receive notifications whenever your competition is mentioned anywhere on the internet.

  1. Alexa

Alexa was founded 20 years ago and is now owned by Amazon.

This tool ranks websites based on traffic volume. Alexa also offers metrics like daily pageviews per visitor, bounce rate, time spent on site, and demographics.

The tool offers various features, including Keyword Research, Competitive Website Analysis, SEO Analysis, and Target Audience Analysis.

What matters most, in this case, is Target Audience Analysis.

You can use it to learn about your competitors' target audiences while also learning about the competitive landscape into which you're venturing.

Target Audience Analysis is a source of demographic data that can be used for a variety of purposes, including customer personas, content strategy, paid traffic targeting, and more.

Using Alexa, you can also:

  • Find new and potential competitors.
  • Compare your website to those of your competitors: Compare the popularity of your website, traffic sources, and engagement metrics.
  • Determine your competitors' share of voice for specific keywords.
  • Investigate SEO opportunities.


If a product is worthwhile, its competitive landscape will not remain vacant for long. If it does, the product's market is unlikely to exist.

Having competitors isn't necessarily bad, especially if you keep track of their strategies and know how to beat them.

To do so, you won't need all of the competitive analysis tools listed above; instead, pick the ones that will assist you in achieving your company's objectives.

We hope you found this list of competitor analysis tools useful in beating the competition.

Aditya Singh Rajput
Content Writer
ABout the AUTHOR
Aditya Singh Rajput
Content Writer

Aditya is a professional content writer at Scalenut. He is passionate about AI and its applications in demystifying the world of content marketing and SEO for marketers. He is on a mission to bridge the content gap between organic marketing topics on the internet and help marketers get the most out of their content marketing efforts.

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