16 Best SEO Tools for Competitor Analysis

16 Best SEO Tools for Competitor Analysis

Keep your friends close but your competitors closer… When it comes to SEO, this saying is absolutely true. If you want your website to succeed in the search engine, which will result in increased web traffic, conversion rate and revenue, you must track your competitors on a daily basis. How do you do that? Check today’s article for useful tools!

Latest on our blog: How to Lose E-commerce Customers in 5 Seconds?

A number of SEO tools can help you with analyzing your competition activity. Below I present the most important ones. Thanks to them you can check the website traffic, backlinks, the level of website optimization, content quality, mail marketing strategies, or social media activity of your biggest competitors.

Here are 16 best SEO competitor analysis tools:

  1. WooRank
  2. Ahrefs
  3. MozBar
  4. Majestic
  5. Alexa
  6. SpyFu
  7. SEMrush
  8. Feedly
  9. Google Alerts
  10. SimilarWeb
  11. BuzzSumo
  12. Owler
  13. Mention
  14. Social Searcher
  15. Awario
  16. Mailcharts

1. WooRank

WooRank is a great tool that shows you a little bit of everything during competitive analysis. If you want to make a quick and very rough analysis of a given competitor, WooRank will provide you with practically everything you need.

All you have to do is enter the address of your competitor’s website and the tool will prepare a full page optimization report for you in less than a minute.

Competitor Analysis tools - Woorank

What information will you find there?

  • content: title tag, meta description, Google Preview, heading structure, an alt attribute
  • indexing: robots.txt, XML sitemap, hreflang tags
  • mobile-friendliness
  • structured data
  • security (SSL)
  • backlinks: their quality, referring domains
  • estimated traffic
  • social media profiles
  • and so much more…

2. Ahrefs

If you’ve ever tried SEO on your own before, you’ve certainly heard of Ahrefs. This SEO tool is used by agencies practically all over the world, and the amount of data you can check there is almost overwhelming. So if you want to track your competitors’ activities, Ahrefs is absolutely a must.

This site explorer will allow you to check out the best organic keywords of your competitors that generate traffic to their websites. What’s more, you will also be able to get information about their estimated traffic and the quality of backlinks that lead to their websites.

Let’s focus especially on the last thing – backlinks. One of the main SEO strategies is to gain valuable backlinks for your website. If you were wondering how to find them, Ahrefs will definitely help you!

A short guide on how to check your competitors’ backlinks in Ahrefs:

Step 1: Enter your competitor’s URL address.

Competitor Analysis tools - Ahrefs step 1

Step 2: You’ll see the full page analysis conducted by Ahrefs, select Backlinks.

Competitor Analysis tools - Ahrefs stats

Step 3: Ahrefs will show you all the backlinks leading to your competitor’s site. Analyze them and try to build some links from these domains for your site.

Tip: Remember, however, it’s not the number of backlinks that matter, but their quality. Therefore, when analyzing your competitor’s backlinks, pay special attention to their Domain Rating (DR) and URL Rating (UR). The higher the DR, the more valuable the backlink.

Competitor Analysis tools - Ahrefs domain rank

3. MozBar

Have you ever heard of Domain Authority (DA) and Page Authority (PA)? These are among the most frequently indicated metrics to measure the level of optimization of the website. It is worth noting first of all the Domain Authority of a given website – the higher it is, the potentially greater the chance of success in the search results. Moz has also created a very useful Google Chrome extension called MozBar, thanks to which you can easily check DA, PA, spam score and other metrics of your competitor’s website.

How to monitor your competitors with MozBar?

Step 1: Add MozBar extension to your Google Chrome.

Step 2: Create an account or log in (if you already have a Moz account).

Step 3: Go to your competitor’s website and analyze it.

Competitor Analysis tools - MozBar

With MozBar you will also be able to check quickly:

  • on-page elements (URL, title, meta description, meta keywords, H1 and H2 headings, bold/strong, italic/em, alt text),
  • general attributes (meta robots, page load time, IP address),
  • link metrics (external followed links, linking root domains, total links),
  • HTTP status.

4. Majestic

Speaking of backlinks, Majestic is another SEO tool that enables you to quickly discover referring domains and backlinks of your competitors. Thousands of links for analysis will be within your reach!

Majestic also offers its own SEO metrics, the most noteworthy of which are Trust Flow and Citation Flow. Trust Flow refers to the quality and reliability of the site, whereas Citation Flow is related to the number of incoming links, this indicator measures the value of a link based on the number of backlinks that lead to it.

Competitor Analysis tools - Majestic

5. Alexa

I bet you’ve heard of Alexa more than once. And if not, it’s time to catch up! When it comes to web ranking and competitive analysis, Alexa has been one of the most advanced tools for so many years now.

When it comes to competitive analysis, Alexa will enable you to:

  • discover who your competitors are,
  • compare your web traffic, popularity and engagement metrics to competitors,
  • do keyword research (both organic and paid keywords),
  • identify popular topics,
  • identify link-building opportunities.

Competitor Analysis tools - Alexa

6. SpyFu

If you need a rapid increase in traffic on your website, pay-per-click is one of the best solutions. I know, it may seem too expensive to you, however, PPC can effectively increase leads and revenue.

In order to achieve rapid success, it is necessary to choose the right target keywords that have the greatest potential for conversion. And that’s what SpyFu will help you with. After entering the competitors’ address you will get a report that will show you their keyword strategy, both paid keywords, and organic search keywords.

Step 1: Enter your competitor’s address

Competitor Analysis tools - SpyFu

Step 2: You will get a report with the number of organic and paid keywords to your competitor.

Competitor Analysis tools - SpyFu stats

Step 3: Click the Organic keywords or Paid keywords tab and check which specific keywords are most profitable for your competitor. You can also export a report as CSV or PDF.

Competitor Analysis tools - SpyFu data

7. SEMrush

With no doubt, SEMrush is one of the most popular and effective tools to track your competitors. This tool will work great from the beginning of your SEO journey. Even when you haven’t managed to identify your competitors yet, SEMrush will tell you who is your strongest competitor in Google search results based on common keywords. What’s more, you’ll find there lots of information about their website traffic, Google visibility, or the number of keywords in TOP10 or TOP50.

How to check the organic traffic of your competitor?

Step 1: Choose the country and device (desktop or mobile)

Competitor Analysis tools - SEMrush

Step 2:  Select what period you want to analyze, e.g. one month, one year, two years, and you will get a report of the estimated traffic trends.

Competitor Analysis tools - SEMrush stats

Step 3: Analyze the most competitive competitor’s keywords and their positions in Google search results.

Tip: Pay attention to Volume – it shows the average number of times users have searched for a particular keyword during the last month.

Competitor Analysis tools - SEMrush search volume

Step 4: Identify your competitors. If you still don’t know who your biggest competitor is, select Competitors and SEMrush will show your competition based on common keywords.

Tip: If you’re just at the beginning of your SEO adventure and your Google visibility is extremely low, SEMrush will most likely not show you real competitors.  This is due to the fact that you don’t appear in Google search results on a significant number of keywords yet.

Competitor Analysis - SEMrush Tips

8. Feedly

Okay, maybe Feedly is not a typical SEO tool, but if you use its function properly, you will be able to successfully monitor your competitors’ content on a daily basis. How? Create an account on Feedly and choose the topics that interest you most (these may also be specific keywords or domains of your competitors) – each time someone posts content on this topic, you will get a notification.

If you feel overwhelmed by the amount of content posted every day on various websites and social media, Feedly will be the perfect solution for you – you will be able to choose only the content that really interests you, and at the same time you will monitor your competitors’ activity.

Competitor Analysis tools - Feedly

9. Google Alerts

Google offers its users a very simple and easy-to-use tool – Google Alerts. Choose the topic you want to follow, and every time someone posts content about it, you will be notified by email. As simple as that!

Competitor Analysis tools - Google Alerts

10. SimilarWeb

Do you want to find out what is your competitor’s web traffic? Choose SimilarWeb! After entering the URL, you get a lot of valuable traffic data:

  • total number of visits,
  • user engagement (average visit duration, bounce rate),
  • traffic by countries,
  • sources of traffic (direct, referrals, search, social, mail),
  • top referring and destination sites.

What’s important, all these data are shown in the form of very clear and legible graphs. SimilarWeb also gives you the option to compare two or more (in a paid version) websites – so you can see how your website looks in comparison with the competition.

Competitor Analysis tools - SimilarWeb

11. BuzzSumo

As you probably already know, your business can gain a lot from running a company blog, especially if your content is of high quality, provides substantial knowledge and responds to users’ needs (by the way, recently we’ve posted an exhaustive guide on how to boost blog conversion rates, check this out!).

BuzzSumo is a very useful tool especially for those of you who want to expand the content on a company blog. It will help you check which content is posted by your competitors and which topics are of most interest to users. Sounds promising, right?

How to find the right blog topics by analyzing your competitors?

Step 1: Type in a topic that interests you (it could be any keyword, for example, “SEO competition”)

Tip: You can also analyze a given domain and see which topics posted by a particular competitor were the most popular ones.Competitor Analysis tools - BuzzSumo

Step 2: Analyze which topics provide the greatest opportunity to increase user engagement, web traffic and conversion rate.

Competitor Analysis tools - BuzzSumo stats

12. Owler

Interestingly, you don’t even have to analyze the competition by yourself anymore… Owler will do that for you! This analytical tool will make a list of your biggest competitors and keep you informed about all the news. Receive daily Newsfeed on the biggest companies in your industry.

Competitor Analysis tools - Owler

13. Mention

Mention is one of the most useful tools to monitor social media. As we have already mentioned many times on our blog, social media has a really strong impact on SEO and is also a great source of backlinks. So if you want to have full control over your competitors, you should monitor their activities in social media. And that’s what Mention does best!

What can you benefit from Mention?

  • look for mentions of your name and brand in various social media
  • constantly monitor your competitors’ social media activities and the content they post
  • measure share of voice

14. Social Searcher

Social Searcher is a tool quite similar to Mention – with its help you will be able to check how often, who and in which social media mentioned your brand. It’s a great tool that will tell you what users are currently talking about, which topics are of the highest interest.

Using Social Searcher is really easy – just enter the name of your competitor or the topic you want to check and you’ll see results from 11 of the most popular social media such as Twitter, YouTube, Flickr, Vimeo, Facebook or Reddit.

Competitor Analysis tools - Social Searcher

15. Awario

If you want to know what users (and your competitors) are currently talking about, try Awario. Track topics or profiles and every time they post something or mention a topic of your interest, you get an alert. Awario is the perfect tool for real-time marketing – react quickly and join the conversation. Thanks to Awario, you’ll never get left behind!

Competitor Analysis tools - Awario

16. Mailcharts

If you want to conduct an in-depth competitive analysis, you certainly shouldn’t forget about email marketing. Finally, thanks to Mailcharts, you will be able to compare your email marketing strategy to your competitors.

What useful features does Mailcharts offer?

  • You will be able to compare your email marketing strategy with the list of model practices proposed by the creators of this tool to see what you are doing right and wrong.
  • You will check if your emails are optimized for mobile devices.
  • You will receive a report on your competitors’ marketing strategies.

You still don’t believe that email marketing has an impact on SEO? Check my blog post where I explain how your brand can benefit from the right email marketing strategy.

Competitor Analysis tools - Mailcharts

SEO Tools for Competition Monitoring – Are They Really That Expensive?

Well, I’m not gonna lie to you – most SEO tools are not free-of-charge. Some of them only allow you to use certain features in the free version or give you a short free trial period. This is, of course, a good solution to check if a given tool meets your expectations before you decide on a paid subscription. Below I present which of the demonstrated SEO tools are free-of-charge and for which you have to pay.

SEO toolFree-of-charge/b>Some free featuresFull subscription required
Google Alertsx
Social Searcherx


Above I have presented 16, in my opinion, the most important SEO tools, thanks to which you can effectively monitor the activities of your competitors and their marketing strategies. There are definitely a lot more SEO tools – their choice depends above all on your expectations, needs, and… budget. If you need the help of real experts who know how important competitive analysis is for achieving success in SEO, contact us – let’s talk about your website.

And which SEO tools for competitive analysis do you recommend? Let us know in your comment!

Head of SEO & SEM - Matt Calik

Head of SEO & SEM

Technical SEO specialist experienced in creating scalable processes based on agile methodologies. Responsible for international SEO strategies. He has strongly analytical approach to online marketing supported by over 12 years of experience. Previously associated with IT, motorsport, tobacco and financial markets. He has been building Delante for 5 years where he is Head of SEO and SEM department.
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