23 Best Competitor Analysis Tools

Written By Matus
April 7, 2021

Are you aware of how much of a difference competitor analysis tools can make for your business?

If you have a business, you also have competitors. That’s just how business works. Any niche in the market is going to have at least a few companies trying to capitalize on it.

But whilst there may be no way to avoid competition, fighting and winning against the competition is also possible!

How many of your competitors are analyzing you? By Giphy

In the digital age, most of the battles for customers are won by those marketers with the best online strategies.

The days when a marketer could simply push some generic online ads and still expect to make money are gone. Becoming #1 requires a well-organized plan, great content and a well-planned strategy.

In order to develop a winning strategy, what techniques and tools do the best-performing businesses use?

Well, the short answer is: a lot of them! But to get a bit more granular, in this post we’ve focused on the best competitor analysis tools currently available.

It might be difficult to decide on your chosen tool when there are so many options, so we outlined the main features and benefits of each to help you choose the right one for your business.

You might recognize some of them, but don’t miss the opportunity to explore them all – even professionals never stop learning.

What is competitor analysis?

In a nutshell, a competitor analysis is a strategy that gathers all the relevant information about your competitor for future informed marketing moves.

It covers everything from their content to their marketing strategies. The more detailed it is, the more relevant insights it gives.

The two main outcomes of a competitor analysis are their strengths and weaknesses. In other words, what the competitor is good at and bad at.

Evaluating these factors helps to identify key opportunities or hidden risks for your company, so you are able to act accordingly.

Let me make a quick example.

Do you know how boxers get ready for an upcoming fight? Other than training, they spend hours watching their opponents’ past fights, trying to find any weaknesses that might help them win the match.

I must break you. By Giphy

The same goes in marketing – less the punches.

Understanding your competition is a key component of success, and may influence your own business’ strategy.

A competitor analysis includes more than simply checking a competitors website. To uncover all their tactics, you should also analyse their behavior on different platforms like Facebook, Youtube, Google, Bing, etc.

If you are falling behind your competitors, failing to conduct such analyses might be part of the reason.

Who are your competitors?

Before you even begin to run a competitor analysis, you will have to find out exactly who your competitors are.

When searching for competitors, you have to be careful to choose those that can affect your business the most. For a good analysis, the more relevant the competitors, the better the results.

2 chess pieces face each other on chess board
Who is your main competitor? Source: freepik

To make this task easier, you can consider 2 types of competitors: direct and indirect.

Direct competitors

You probably already know who your direct competitors are.

They are the businesses that offer the most similar product or service to yours.

There are a lot of techniques and tools to find your direct competitors that you might not know the existence of. Some of the basics are, for example, market research and monitoring their online presence.

Indirect competitors

On the other hand, you may be less aware of the identities of your indirect competitors.

They don’t necessarily offer similar a similar value to the customers, but they can influence your advertising and selling process. For example by creating content or targeting similar keywords as yours.

Some ways to discover them are conducting keyword research, looking at Google’s result pages, and analyzing paid ads.

So, once you know who your competitors are, where should you start collecting the information on them?

Where to find insights about competitors?

For your business, there is a wide range of digital platforms from which you hope to generate traffic to your website.

Your competitor is no exception – they also want to grow their audience to be as large as possible.

The want all of the audience. By Giphy

The list of all the possible resources of information is probably infinite, but let’s see some of the key categories:

Website audit

This is the very first thing that everyone should do – check the competitors website.

It is a good place to start, after all. You can see what is working well and what is not from your first impression.

The technical aspects of the website are also important. The same goes for page load speed and service response time. These are variables that affect success. A successful website must be user friendly with any interface (desktop, mobile, or tablet).

You can see what has drawn your attention and inspire yourself to create even better versions of those features and looks.

[Related post: The Ultimate Landing Page Checklist (2021 update)]

Social media

The next move would be to search their social media accounts.

Where are they present? How much engagement do they get?

To determine their position in the market, this information is essential. You’re going to have to be better, if you want to outcompete them. And you need real insights to be able to compare your business with theirs.

Gathering the information for this analysis may be challenging for some businesses. In this case, competitor analysis tools come in handy.

SEO analysis

Identifying your competitors’ keywords may be a challenge.

However, seeing which keywords your competitor is ranking for can help you decide if you should try ranking for the same keyword (if you think you can out-perform them), or to go in another direction.

Paid search audit

Competitor analysis can help you run your paid search strategy more effectively by understanding competitor’s keyword strategy.

Insights into the strategy and budget of your competitor’s campaigns are invaluable in determining your paid search strategy. It’s the equivalent of seeing your opponent’s cards when playing poker.

The same applies to bidding. Once you know about other’s bids, outbidding them will come easier.

What are the benefits of competitor analysis?

A fully thought-out competitor analysis can take your business to another level.

Your rival may already have identified a strategy for becoming the best in your industry – so, why don’t you just take that tactic and make it better?

next step to another level
Move your business to the next step with competitor analysis. Source: freepic

There are many advantages to understanding your competitor. Here are some of the most common ones:

  • You will know your positioning against the competitor. You may think that your performance is the best, but the truth might be different. Maybe, you are missing out on Facebook or LinkedIn, for example. Understanding where you are positioned will show you where you need to grow.
  • You will be able to spot and adapt to industry trends on time. You may predict where the market is shifting based on your competitors actions. Then, you can adjust your campaigns or social media to catch the wave.
  • You will be able to avoid the same mistakes your competitors made. You can save a lot of time and money by just analyzing what strategies have been proven to not work for other businesses like yours.
  • Uncover a new opportunity by analyzing what the competitors are doing – or rather, not doing. With that in mind, you can adapt your product or service to satisfy all those unanswered desires and needs of your audience.
  • You can improve your SEO by tracking your competitors’ ads, keywords, or backlinks. Once you discover that information, you can aim to achieve better results by outperforming your competitors and bringing more traffic to your website.

23 Best Competitor Analysis Tools List

We’ve collected the best competitor analysis tools to help you understand the advantages of each of them and help you choose the one that suits your needs the most.

This comprehensive list covers each tool, its unique product features and an equivalent price.

Without further ado, let’s learn all about the best competitor analysis tools!

Let’s begin with the learning it all. By Giphy


SpyFu specializes in SEO and keyword analysis for websites.

You can search for any domain and get data on all its keywords on Google Ads, ads variations, and organic rankings. It also allows you to see their backlinks and filter them by keyword.

A recent feature helps to target new keywords that drive valuable traffic. The process of performing the analysis is pretty straightforward: you just enter the competitor’s domain and the tools will do all the magic.

SpyFu offers three pricing plans designed for different types of users. The basic plan starts at $33 per month if purchased yearly. For those who are short on budget but want to trial SpyFu, a 30-day money-back guarantee is available.

SpyFu SEO and keyword analysis tool
Search for any of your competitors with SpyFu. Source: SpyFu Facebook


Ahrefs is a tool focused on SEO and keyword analysis. It shows the top organic keywords of any URL, plus it gives you an estimate of how much traffic these keywords are getting.

One of ahrefs’ most valuable features is the ability to find out which content or keyword drive the most traffic to a given website. The findings can then be sorted by categories and you can explore the insights on a more granular level.

You can also search for any keyword you’re interested in and see how much traffic it triggers.

Prices for the Lite plan start at $99 per month. Each plan offers access to unique features, and some functionality may be blocked if you exceed your usage. A 7-day trial of ahrefs will cost you $7.

ahrefs competitor insights
Get tons of valuable analytics about your competitors with ahrefs. Source: ahrefs


One tool focused on paid ads and pay-per-click (PPC) is iSpionage. It specializes in competitors’ profitable keywords, ad copies, and landing pages. You just search by keyword or domain name, and iSpionage will give you all the results.

It will reveal the entire Google Ads strategy of your competitor. With this valuable insight, you can learn from their successes and failures in order to benefit your own campaigns.

The lowest price starts at $59 per month. With the starter pack, you may use all the features, but with limited volume. If you are a first-time user, you can try all plans risk-free for 30 days with a money-back guarantee.

Paid advert and PPC tool iSpionage
Reveal your competitors’ strategy and steal their traffic by using iSpionage. Source: GroupBuySeoTools

SE Ranking

SE Ranking is an all-in-one SEO software that is designed for easy use. It offers many built-in tools to control and enhance your SEO ranking. On top of these, you can have your marketing plan and social media management on one platform.

One of its best features is the competitor research tool, that allows you to spy on your competitor’s website and to perform all the essential operations and analysis.

The price for this tool depends on the frequency of the ranking check and the period of subscription. That may vary from $18.60 to $189 per month, but you can easily find the exact price that’s right for you.

SE Ranking competitor research tool
All-in-one platform for your marketing and competitor analysis. Source: SE Ranking Facebook


Semrush is widely known for its competitor analysis features. It performs a wide range of SEO, backlink, and keyword analysis searches to help with digital marketing strategies.

The main focus of this tool is on websites, but it also includes features for managing your social media accounts. On platforms like Facebook, Twitter, Instagram, Pinterest, and LinkedIn, you can schedule your posts as well as track competitors.

The tool can be used to analyze at different aspects of competitor’s publishing, such as hashtags, geolocations, etc.

The lowest price for Semrush is $99.95 per month if billed annually. This option is most frequently selected by freelancers, start-ups and in-house marketers with limited budgets. The entire business package costs $374.95 per month if billed annually.

Competitor analysis with Semrush
Perform various analysis on yourself and your competitors with Semrush. Source: Semrush


The main focus of this competitor analysis tool is to examine websites, platforms, or apps. It provides very accurate insights into selected sites.

It can track multiple competitors at once to reveal where their traffic is coming from. If they have a very powerful source of traffic, you may try to direct it to your website.

SimilarWeb offers a free trial with limited possibilities such as one user, one country filter, and limited historical data. The price for the premium version is not available to the public, so you will have to contact their sales team.

Competitor insights and analysis SimilarWeb
Uncover marketing strategies of your competitors with SimilarWeb’s tools. Source: SimilarWeb


This competitive business platform promises to deliver competitive and market intelligence across your business. It connects external information with your company’s internal information to give you wider market coverage.

Klue will find “the footprints” your competitors have left on the web. With this data, you can figure out their digital strategy and try to reach their goals before they do.

Competitive intelligence by Klue
Klue follows the footprints of your competitors and transfer them into intelligence. Source: Klue


Crayon offers a wide range of competitor analysis tools. Its competitive intelligence platform collects data from their websites, content, social media, events, campaigns, and others. This provides you an overview of their online activities.

The data Crayon collects is analyzed and converted into reports which you can easily review. With Crayon, you can develop and launch marketing campaigns that are better tailored to your target audience.

Pricing is available upon request. After explaining your business goals and you will be presented with a price by the company.

Crayon competitive intelligence homepage
Respond to your competitors’ moves quickly with Crayon’s competitive intelligence. Source: Crayon

Keywords Everywhere

This essential tool comes as a browser extension. It allows you to see search volume, cost per click, keyword competition, and monthly trends of keywords for all the most popular browsers.

Keyword research is made much easier by using Keywords Everywhere, as it allows you to find long-tail keywords with high precision. Plus, it shows you what other related keywords people are searching for, and the historical search volumes for each keyword.

Pricing for this tool is very straightforward. You get 100000 credits for $10, with credits representing keywords. After you have spent these credits, you will need to buy more, but you don’t need to buy credits if you want to see just basic information.

keyword research extension by Keywords Everywhere
Keywords Everywhere shows instant analytics on your browser for any keyword. Source: Keywords everywhere


Kompyte is a competitive intelligence automation platform that gives you valuable insights into your competitors. It uses AI in real-time to discover broad and deep intelligence.

The tool includes reporting, web tracking, and search marketing solutions that provide significant benefit when developing an online strategy.

Plans for differently-sized companies can be found on the website, each with access to different features. There is a free 14-day trial for those undecided marketers.

Kompyte competitor tracking tool
See all valuable insights about your competitors in real-time with Kompyte. Source: Kompyte Facebook


This smart SEO toolkit from RankActive is not just for competitor analysis: it includes a rank tracker, website analytics, site-auditor, keyword finder, and a competitor inspector.

The products are connected and the competitor inspector can give you information about various SEO factors such as keyword, traffic, and ranking analysis. All the data are updated once per week, so you won’t lose track after a while.

You can get this tool for $29.95 per month.

Rank Active Competitors Inspector tool
Outcompete your rivals with Rank Active’s Competitors Inspector tool. Source: RankActive Facebook


This organic marketing software from Rankwatch helps you find your competitive advantage. It covers detailed ranking data for your website on all the commonly used search engines such as Google, Bing, and Baidu.

The tool can be used to explore your competitor’s organic keywords and make a performance comparison with the previous week. It also tracks and analyzes Google Ads and which ads have the highest interaction.

The free demo version is available for 14 days without the requirement of a credit card. Premium plans start at $29 per month.

Intelligent Competitor Analysis page on Rankwatch
Identify competitors’ ads and keywords and turn them on your side with Rankwatch. Source: Rankwatch


Prisync specializes in the prices of the e-commerce websites of your competitors. This monitoring software will tell you everything about your competitors’ webshop. You can search for their products, categories, or brands.

The software will automatically check a webshops selection and report it, so you don’t need to check it by yourself. You can then compare it with your webshop and make decisions based on what will work for your business.

A free 14-day trial is available with the option to cancel at any time. The professional plan starts at $59 per month.

Competitor price tracking by Prisync
Uncover prices and strategies of your rivals using Prisync. Source: Prisync


Alexa is a software perfectly suited for SEO and competitive analysis. Among other functions, this tool allows you to conduct content research, keyword analysis, and backlinks check.

What’s more, with this accessible and highly efficient software, you can analyze a target audience and use its API features. Alexa also comes with an extension for Google Chrome, which allows you to oversee the analysis straight from your browser.

This remarkable software comes with a 14-day free trial, after which the price goes up to $149/month for the Advanced Plan and an exhaustive set of marketing tools.

Conduct a thorough analysis on your competitors using Alexa. Source Alexa


If you are looking for an SEO toolset with all the features one company could need, Moz is the right software for you.

What this software does includes site audits, rank tracking, analyzing backlinks, and researching keywords. In addition, Moz offers 24-hour online support and access to their SEO Learning Center!

If you are still uncertain whether Moz is the right solution for you, you can try out their 30-day full-access free trial. Finally, you can also choose to go with their Standard Plan at $99 per month.

Empower your business with this all-in-one SEO toolset. Source CompareCamp

Majestic SEO

Majestic SEO, as its name suggests, is an SEO tool and a “Link Intelligence” database. Included in its SEO features are Keyword Generator and API Keys.

Moreover, this software has the option to conduct a site exploration and domain comparison. Two new and useful functions of Majestic SEO are can add an extension to Google or Firefox browsers and introduce Link Context.

Majestic SEO offers three pricing plans, Lite, Pro, and Api, ranging from $41.67 to $333.33 if billed annually.

Conduct the best research and comparison with Majestic SEO. Source David Iwanow


More often than not, breaking down all the technologies used in a website comprehensively can be troublesome. However, with BuiltWith, this will no longer be a problem!

BuiltWith is a software that works amazingly well with CMS, email integration, and advertizing partners. Upon analyzing your competitors, BuiltWith gives you the option to export reports as CSVs or Excel Spreadsheets without leaving any data locked in the tool.

With their Basic plan, you can get a fixed scope of features for $295 per month. They also provide an option for a free sign-up.

Have organised competitor analysis data using BuilWith software. Source Twitter


With this all-in-one content marketing tool you can conduct some fantastic content research. BuzzSumo offers features like content discovery and research as well as monitoring and API. What’s more, you can use BuzzSumo software for discovering influencers.

One of the best features of this software is that it supports platforms such as Facebook, Twitter, Pinterest, and Reddit. They also offer a free Chrome extension that can instantly reveal social shares, links, and influence of content!

This software is on the pricier side, starting at $99 for a monthly subscription. However, you can also get a 30-day trial before committing to the plan.

Equip your company with the world’s largest index of social engagement data. Source MercadoHack

KW Finder

If you’ve been in pursuit of a keyword research tool, KW Finder is the perfect solution for you. This software will provide you with all the features you may need from keyword identification, competitor analysis to ranking improvements.

KW Finder also offers the option for SERP analysis and SEO metrics. If you are a small or a medium-size business, this software is the best solution to easily find and filter data.

Their pricing system comprises a Basic plan at $30 per month with a year-long subscription. They also offer a 10-day free trial with all the features included.

Identify all the necessary keywords and improve your ranking with KW Finder. Source Wikimedia Commons


Adthena is the leading intelligence platform in the market when it comes to paid search advertising. Among other things, this software can optimize campaigns and help in brand protection and strategic advantage.

Adthena can also be extremely helpful with marketing entry. One of the pros of this company is that they offer timely, efficient, and helpful support.

Currently, their pricing system is unknown. Therefore, for more information, you should contact their customer support and inquire about their subscription plans and prices.

Make paid search advertizing simple with Adthena software. Source Adthena


If you are a professional, Serpstat is a go-to platform for you! This all-in-one SEO platform offers numerous features such as competitor’s organic and paid search analysis, rank tracking tool, and search volume crawling service.

Furthermore, the software can be utilized for keyword analysis and backlink research. Their tools are proven to be exceptionally accurate and functional for observing your competitors’ websites.

Serpstat offers a free trial period together with a personal demonstration. After that, they offer four different pricing plans ranging from $69 billed monthly for the Lite plan to $499 billed monthly for the Enterprise plan.

Join Samsung, Deloitte, and L’Oréal and use Serpstat to get the most out of SEO! Source Get Vector Logo


WooRank is a phenomenal SEO tool that will provide you with an exponential amount of valuable data incorporated with a thorough list of tasks.

You can use this software for multiple operations such as Website reviews, Keyword tracking, Site Crawl, White-Label reports, and Lead Generation. Furthermore, WooRank is a useful tool for technical aspects like HTTP status, indexing, and marketing checklist set-up.

Besides the 14-day free trial period, WooRank offers a Pro subscription plan starting at €59.99 per month and a Premium Plan at €179.99 per month.

WooRank is everything you need to optimize your SEO. Source WooRank

Traffic Travis

Last but not least, Traffic Travis is an SEO tool that can help you gather all the necessary SEO-related information about a specific website.

This software offers amazing features, including keyword finder and sorter, position/ranking, top sites for keywords, backlinks to a site, and page analysis. Moreover, it has a outstandingly simple interface suitable for both beginners and professionals.

Perhaps the best news of all is that Traffic Travis is completely FREE. Still, if you need to add more features, you can subscribe to their Pro plan that costs $97.

Try this fantastic free software and improve your SEO instantly. Source G2

Are you ready to beat your competitors?

The modern marketer knows that today, there’s a lot is going on on the internet.

Staying on top of trends is vital, especially when you consider that your competitors are most probably doing exactly the same thing.

Competitor analysis can be tricky – it’s hard to know exactly what their next move will be. But at least some of that difficulty can be alleviated by using one of the aforementioned tools.

Competitor analysis tools take the guess-work out understanding your competitors digital marketing strategies. This can be key in developing a strategy of your own if you want to gain and maintain a competitive advantage.

Are you ready to jump into it now?

Choose the tool that’s right for you and get to work on beating out the competition.

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