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SEO Competitor Analysis Tool:

the right way to gauge organic competition
  • Unlimited organic research into traffic and ranking positions
  • Site audit and on-page SEO to tweak competitor tactics
  • Fresh and historic backlink index
  • Scheduler for custom automated SEO tasks
  • White-label reports for SEO agency clients

Try SEO PowerSuite

to get powerful competitive intelligence leading to Google's top results.
More often than not, you find some competitors ranking higher than your website does in search results. What if you had a powerful weapon for getting competitor search traffic, users, and conversions? You can do it easily with competitor analysis from SEO PowerSuite! Tap into your competitors' SEO data and reverse-engineer their strategies for your site's organic growth.
Check traffic
Keyword gap
Link gap
Domain comparison
PPC costs
Keyword difficulty
SERP history
SERP features

Step 1. Identify your online competitors

Online competitors may be different from your real-life business rivals. That is why you need to run an SEO competition analysis to know your online strengths and opportunities. SEO PowerSuite offers four tools, each perfectly tailored to do competitive research.

Domain Comparison

Let Rank Tracker suggest your organic competitors by comparing top-ranking keywords for your homepage URL. In the project Preferences, select the search engine for which you want to run your SEO competitor research. The competitive analysis tool will look through the top 30 results for the keywords and compile a list of competitors that come up most frequently.
Get Rank Tracker to suggest your SEO competitors
In a moment, Rank Tracker will show the main competitors, sorted by their visibility in search results for your target keywords. Choose the sites you'd like to store in your project for further competitive analysis, and hit Finish. From now on, every time you check your site rankings, competitor ranks will be updated alongside.
Add competitors to your tracking project

Find domain competitors

Another easy method to discover your SEO competitors is by looking them up in the Competitor Research module. Go to the Domain Competitors submodule, insert your project URL name, and hit Search. You will get a list of up to 100 URLs that have the highest keyword intersection with your site. You can re-check the top lists for various devices, either on desktop or mobiles, you can also change the default search engine and location to search in.
Competition traffic
Keywords intersection

Competition traffic

The color bubble widget shows the distribution of estimated website traffic that each competitor has acquired over the last 30 days via the ranking keywords. On-hover stats on the bubble will show the total number of ranking keywords and the number of visits the competitor received from the organic search over the last 30 days.
Find domain competitors by traffic and keywords

Keywords intersection

The table gives a detailed overview of keyword intersection with the discovered domains. It shows the total number of keywords the website is ranking for within the top results. Also, it provides estimated traffic that the website has received for these keywords over 30 days. Hovering over the bar chart, you will see the percentage of your site's unique keywords, intersecting keywords, and the competitor's keywords.
Find domain competitors by traffic and keywords

Identify topic competitors

To identify competitors in your niche, go to Topic Competitors, enter your initial list of keywords, and hit Search. You can set up the software to discover a domain or an exact page from the top 10 to 100 results. Likewise, you will see the intersecting keywords with the discovered competitors, their total keywords, and estimated monthly traffic. Besides, the overall page strength is calculated according to the number of referring backlinks it has, the so-called InLink Rank.
Find topic competitors by intersecting keywords

Find competitors' top traffic pages

You might as well want to check the top pages of your competitors. Enter the competitor's URL in the respective submodule, choose if you need to analyze them by exact URL or domain and/or subdomains, and you will get the data: estimated monthly traffic coming to the page, the number of keywords per ranking page, and the number of referring backlinks. Besides, the rank checker calculates the traffic value, the top keyword for the page, and the keyword traffic.
Find competitors' top-ranking pages

Step 2. Check competitors' domain strength

All four SEO PowerSuite tools contain the Domain Strength report. The SEO competitive analysis tools will score the competitors you've just found to determine how strong they are. This overview will help you quickly discover your competitive edge. Collect and compare the following SEO stats for your competitor research:
  • Domain age
  • Search traffic forecast
  • IP address and country
  • Number of pages indexed in major search engines
  • Number of backlinks
  • Social media popularity
Discover competitor's Domain Strength
Scroll through the tool's traffic estimator report to see your website traffic, including from the organic search, referrals, paid search, etc. (according to Google Analytics). Examine your own website and compare your competitors' to decide which of them deserves keeping eye on.
Check organic traffic of the competitor

Step 3. Get competition keywords

Now it's time to run organic research and get your hands on the keywords your top competitors rank for in search results this very moment. There is a keyword spy tool that helps you discover competitors' SEO keywords which they rank for right now. We'll be using the Keyword Research module in Rank Tracker
Ranking Keywords Analysis
Keyword Gap Analysis
Google Ads

Ranking Keywords Analysis

Go to Ranking Keywords, paste any of your competitors' websites into the search box, select Desktop or Mobile rankings, top 10, 20, 50, or 100 results, and click Search. Alongside the list of your competitors' keywords, you will also get the number of top organic keywords for this URL, its potential search traffic, and SERP features. This way you collect the intelligence into keyword competition knowing where your competitors focus most of their optimization efforts.
Track what your competitors do in SEO competition

Keyword Gap Analysis

Uncover keywords for which your competitors are ranking high, but you aren't, and optimize for them. Go to the Keyword Gap submodule and pick the option by which you'd like to analyze the keywords gap: appearing on any competing website but not on yours, and other combinations of the keyword gap condition.
Find ranking keywords of your competitors


Rank Tracker uses the TF-IDF formula to analyze the ranking pages for your target keywords and spot frequently used ones. It finds the topic-relevant terms and concepts that will help you increase the relevance (and hence the rankings) of your pages in the semantic search. To start the competitive research, go to TF-IDF Explorer, paste your seed keywords, and press Search.
TF-IDF tool for competition research

Google Ads

If you are looking for a Google keyword tool alternative, Rank Tracker has an in-built Google Ads Keyword Planner for millions of keyword suggestions. All you need to do is go to Keyword Planner and enter your keywords. Besides the search volumes, you will get the estimated costs per click for your SEO and PPC campaigns.
Research more keywords from Keyword Planner and other tools

Step 4. Analyze keyword competition

Now that you have such a valuable piece of intelligence — the list of your top competitors and their keywords, proceed to the next stage of SEO competitor analysis: collect the SEO stats to get a better understanding of your online ranking positions and increase chances for your site to outrank them in organic search.
Keyword Difficulty
Keyword Efficiency Index
Cost Per Click

Keyword Difficulty

You can spot your optimization opportunities by looking at the ranking difficulty of your keywords. To calculate the Keyword Difficulty score, the keyword analysis goes through the top 10 competitors for a specific keyword according to such important metrics as the competitor's link profile, domain authority, and page strength.
Move keywords from researched Sandbox to Rank Tracking

Keyword Efficiency Index

Keyword Efficiency Index (KEI) is calculated from two metrics: search volume and SEO competition. You need to find your best keywords with high search volumes. However, the more websites out there competing for the key phrase, the harder it will be to optimize your page to beat the competition.
Add or remove competitors

Cost Per Click

The data for Cost Per Click is gathered from Google Ads. CPC is the amount of money you will need to spend to get an advertisement clicked of a Google Ads Pay Per Click campaign for a certain keyword. The competition tool will also provide the expected clicks rate and estimated monthly cost of a Google Ads Pay Per Click campaign.
Inspect competitors’ Ranking Progress

Step 5. Set up keyword position tracking

Now that you have a list of competitors and a list of the best keywords, it's time to monitor competitor ranks. Add them to your rank tracking module and set up regular check-ups. The SEO competitive analysis tools will regularly track your wins and failures.
Schedule a task to run the SEO competitor analysis or check organic keyword rankings automatically. And choose the way how you'd want to get your reports. The software can deliver the report to your or your SEO clients' e-mail, save it to the hard drive, or share with your client via a shareable URL in cloud.

Step 6. Get insights from Google SERP analysis

Look at the landscape of Google search results and see what kind of environment you are competing in. Observe how your site enters the top or loses positions for a certain keyword; get the visibility report for every optimized keyword, as well as check the total website visibility report in the Ranking Progress tab.
Rank Difference
SERP History
SERP features

Rank Difference

Track the rank difference for your target keywords. Set up an alert to receive an email notification once your top-ranking keyword drops out of the top 50. Likewise, you can create an alert to be notified if some competitors enter the SERP, or rise by too many positions quickly.
Analyze SERP features present for your key terms

SERP History

In the lower part of the workspace, find the SERP details tab. The competitor analysis tool records 30 positions of the SERP History saved with every ranking check. Your project website and your competitors' are marked with a colored button. Note that keyword ranking history is saved for professional and enterprise versions of the software.
Check competitors' website structures

SERP features

The competitor tool monitors the presence of rich results on the search results page. The Google SERP Features is available in the major workspace and in the SERP history dashboard. Using this data, you can see which SERP features your site already ranks in and what features are present for the keywords you're checking, which is the best search traffic opportunity for your pages.

Step 7. Audit your competitors' content

SEO competitive analysis tools from SEO PowerSuite will provide you with insights and knowledge about how to rank up and get yourself SERP features. You will be able to optimize your site's pages for various search result types and become more visible to your potential customers.

Website Structure Visualization

Having the lists of all the competitive keywords, you can create new pages around them. To make those pages fit in nicely in your current site structure, peek at how your competitors organized their websites. SEO PowerSuite's competitor tool WebSite Auditor can graphically visualize the structure of any site, so you won't have to spend days collecting the pages and then weeks analyzing them.
Using the data collected and processed by the competitor tools, you can:
See the strongest landing pages by page views;
Analyze click depth;
Look through orphan pages (if any);
Check internal PageRank distribution.
After you analyze the competition tracking results, see how your own site's structure could be improved, and add notes to your visualization right in the competitor tool. After that, you'll be able to export the changes as a report and send it to your web developers.
Leverage PageRank distribution by adding or removing internal links

Competitor Content Analysis

By using the insight you get from analyzing on-page optimization of competitor pages, you can revamp your own SEO content. For this step, you can use one of the SEO PowerSuite's competitor analysis tools WebSite Auditor and its Content Audit module. You'll find all the info you need to optimize any given page for your target keywords, based on the pages that rank in the top results for the given terms.
Check on-page errors
Get on-page insights

Check on-page errors

Go to Content Audit and select the blog post or the landing page you'll be optimizing. Enter your target keywords and choose your target search engine. In a moment, you'll see crucial content optimization factors on the left for any errors or warnings. Review the keywords in title, headings, meta description, examine if the images are SEO-optimized, fix URL issues, etc.
Analyze content of your SEO landing pages

Get on-page insights

Select any of the factors with an Error or Warning status, and go to the Competitors tab to see how each of them handles this particular aspect of SEO, with Competitor avg. as an average reference.

Content Writing Assistant

Get recommendations on improving your content to make it more comprehensive and topically relevant. The content writing assistant will suggest the best keyword optimization rate, based on the TF-IDF formula and competition research. You can implement these tips and edit your page right in WebSite Auditor's Content Editor.
Run TF-IDF analysis on SERP competitors
SEO writing tips
Questions from PLAA boxes
TF-IDF Visualization

SEO writing tips

Switch to Content Editor, add the page and its focus keywords, and proceed to optimization. Get the tips on keywords and their density, and recommended questions to incorporate into your writing. All fields are editable! You will see the on-page SEO score changing as you edit the page.

Questions from PLAA boxes

The SEO tool generates top questions to optimize for voice search and rich results, based on popular snippets available on the Google SERP for the target keyword. In particular, it pulls recommended questions from the People Also Ask box.
Check competitors' backlink profile

TF-IDF Visualization

To go beyond the traditional keyword usage factors, do some semantic search engine optimization. Jump to WebSite Auditor's TF-IDF dashboard to discover the topically relevant terms (both single- and multi-word), sorted by the number of competitors that use them. The Recommendation column will give you usage advice for each term.

Step 8. Find competitors' backlinks

For better rankings, it's important to build a strong backlink profile for your site. Competitive analysis will help you understand the backlink profiles of your competitors. Based on this, you'll be able to build your own effective link strategy, estimate the time required to build a strong link profile, and spot valuable backlink opportunities.
Here you can use SEO PowerSuite's competitor tool for backlinks SEO SpyGlass. It has one of the biggest and freshest backlink indexes and finds new backlinks faster than most other tools (be that Ahrefs, Majestic, SpyFu, or anyone else).
Domain Comparison
Link Gap Analysis
Bulk Domain Analysis

Domain Comparison

The Domain Comparison gives you an instant overview of all your competitors' domain strength. The module compares them by backlink profiles, referring IP-addresses and C-blocks, types of links, location of referring websites. The overall rating score for the domain strength is calculated. You can monitor backlinks of 2 competitor domains in the free version, 5 domains with SEO SpyGlass Professional, and 10 domains with Enterprise.

Link Gap Analysis

If you're serious about outranking your competitors, focus on building quality backlinks. The Link Intersection report in SEO SpyGlass backlink checker will help you with your link-building outreach. Go to the Link Intersection dashboard and switch to Prospective domains. This is a filtered view of sites that link to your competitors, but not to your site. Click on the header of the column to sort the view by the number of sites each referring domain links to. This way, link gap analysis helps you discover precious link-building opportunities — domains that link to a bunch of your competitors are likely relevant resources that you have a big chance of getting a link on.
Check Link Intersection for all competitors

Bulk Domain Analysis

And if you've discovered dozens of websites that look credible, but you need more information about their backlink profiles, there is a superb tool for a bulk check-up. Here, the backlink checker will deliver quick data for as many as 200 domains per search (in paid versions of the apps), with all the stats about the domain authority, the number, and the quality of backlinks.
Spy on competitors' backlinks

Here's Your SEO Competitive
Research Software

Powerful, data-driven SERP checker with all the information needed for the analysis of search trends and organic performance:
  • Discover top organic competitors
  • Peek at competitors' SEO keywords
  • Track competitors' rankings
  • Push competitors out of SERP features
  • Win competitors' backlinks
  • White-label reports for SEO agency reporting
  • Custom reports and delivery options for SEO clients

Most value-for-money tools with pricing plans from free to enterprise

Find more information about functionalities and features on the comparison of the pricing plans.
Free Professional Enterprise
Number of projects Unlimited Unlimited Unlimited
Number of keywords Unlimited Unlimited Unlimited
URLs per crawl 500 URLs Unlimited Unlimited
Backlinks to check 1,100 Unlimited Unlimited
Competitors rank tracking 1 5 40
Backlink profile comparison 2 5 5
Saving history
Automated scheduler
In-built SEO reports
White-label reports

Download SEO software for free:


What are SEO competitors?

Organic competitors are the websites that target the same keywords as your own website.

Why competitor analysis is important in SEO?

In digital marketing, you need to have benchmarks against which you verify your efficiency. To develop your own SEO strategy, you must analyze the SEO competition to know how to beat the organic competitors and how to always stay on top of SERPs.

How do you analyze SEO competitors?

The SEO competition analysis follows these basic steps: you identify your organic rivals, find their best organic keywords, explore SEO tactics, and find which which of those are suitable for you. An integral part of competitive analysis is tracking your organic rivals to be always alert and up-to-date. Last, but not least, you analyze their backlinks to find opportunities for yourself. The analysis has to rely on measurable metrics (such as traffic and rankings) that can be tracked and integrated into the overall marketing plan.

How do you analyze competitors' keywords?

Use a keyword checker to find your organic competitors' keywords that bring the most organic visits. There are a variety of keyword research methods, such as ranking checks, autocomplete suggestions to find long-tail keywords, exploring rich results, keyword gaps, TF-IDF, and content audit. Use general keyword metrics, such as search volume, competition, keyword difficulty, cost-per-click, etc.