Run Competitive Analysis

Competitive Analysis is a foundation of digital marketing. If you know who your biggest competitors are, you can gather insights into what they do well and build your own strategy to outperform theirs. This article will show you how to quickly identify your top competitors using our reports.

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When was the last time you ran a competitive analysis for your brand? And most importantly, do you know how to do one efficiently?

If you're not sure, or if the last "analysis" you ran was a quick perusal of a competitor's website and social media presence, you're likely missing out on important intelligence that could help your brand grow.

There are 6 reports you must have to understand your competitors so that you can improve your website traffic.

  1. Organic Competitors Report (based on shared organic keyword rankings)
  2. Backlinks Competitors Report (based on shared backlinks)
  3. Advertising Competitors Report (based on shared paid keyword rankings)
  4. PLA Competitors Report (based on shared Google Shopping keyword rankings)
  5. Position Tracking Competitors Discovery (based on a custom list of target keywords)
  6. Market Explorer (based on common website categories and audience interest)

1. Organic Competitors Reports

Use the Organic Research Competitors report to see all of the websites that frequently compete with your site for website traffic on organic search results.

 

If you want to improve SEO, this will show you your site’s top SEO competitors that you need to worry about.

 

If you are working on a new website and don’t have any keyword rankings yet but you have a list of target keywords, you can use Position Tracking’s Competitors Discovery report to find the top competitors based on your keyword list.

2. Backlinks Competitors

Use the Backlinks Competitors report to find the websites that have the most shared referring domains in their backlink profile as your site.

The reason you would want to know your competitors based on backlinks is if you want to improve your SEO with link building.  This will present the queried domain’s top competitors based on shared backlinks and referring domains.

Once you find out your site’s top competitors, you can look for new link building opportunities to build links to your own site based on who is linking to your competitors. 

If you want to find the exact similarities and differences between backlink profiles from all of these sites, you can enter them into the Backlink Gap. Here you can identify the backlinks that your competitors have that you don’t and make plans to acquire your own unique backlink from those sites.

3. Paid Search Competitors

Go to the Advertising Research Competitors report to find the websites that are competing with your site the most among Google’s PPC Google Ads results.

This report works very similarly to the Organic Research Competitors report in that it measures the competition level of websites by their shared paid keywords and similarity in total paid keyword count.

If you want to improve the performance of your PPC campaigns, this report will show you the competitors you can analyze in Semrush to get more ideas and build your own strategy to outperform theirs. 

Once you’ve found your top advertising competitors, you can also compare keyword profiles and find gaps using the Keyword Gap tool and adding the filter for paid keywords.

4. Product Listing Advertising Competitors

Another way to find advertising competitors is with the PLA Competitors report. PLA stands for Product Listings Ads and this report will show you which sites are competing with your site the most among Google Shopping results. 

You can also compare PLA keyword profiles and find gaps in your competition’s Google Shopping strategies using the Keyword Gap tool and adding the filter for PLA keywords.

5. Position Tracking Competitors

Now, if you don’t have any rankings yet but you have a list of target keywords, you can find out who your top competitors for those keywords will be by setting up a Position Tracking campaign.

6. Industry Competitors

A great way to see how your competitors in your industry are performing is by utilizing the Market Explorer tool. This tool gathers data using our Traffic Analytics database and third party data-providers to display estimated traffic and demographic information about a market’s audience.

This report will provide you with a list of the top websites in the industry of the queried domain. When you click on your competitor's domain, you will see the metrics to the right reflect their traffic estimations.

You are able to see the total traffic of a domain, the total traffic trends, the domain’s top traffic sources, and the target audience’s age and gender.

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