15 top Competitor Analysis Tools

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    Are you lagging behind your competitors? Frantically trying to achieve the same success rate?

    Look and learn...

    Competitor analysis tools will help you track, analyze, and learn from your competitors' strategies. Then, you can use that information to fire up your marketing campaigns and win big!

    Okay, there are hundreds of competitor analysis tools to choose from. Knowing which is going to work best for you and your brand, can be a pain.

    No problem, I've got you covered. I've done all the research for you and listed my top 15 to help you choose a data analysis tool.

    At this point, let me save you some time while I reveal my personal favorite. Yes, I am absolutely and totally biased. Quick Search - it has the numerous features of the other tools, in one package.

    Doesn't get any better than that!

     Competitor analysis tools - audience interests by topic widget 

    Quick Search - Coca-Cola v RedBull - compare audience interests.

    Compare your brand with your competitors'!

    Keep reading for more information. I'm giving you the what and why, then the tools. Ease of use and a deep dive into the key features.

    What is competitor analysis?

    Easy one.

    Identifying and evaluating your competitors. Their strengths and weaknesses. How they compare to your business.

    What level of brand awareness do your competitors have in your market? More or less than your brand? Find their prices, earnings reports, share prices, customer care best practices, company culture, distribution, and a whole lot more.

    Use these insights to fine-tune your brand's marketing strategy. To outsmart your competitors.

    If you'd like more info, I suggest you read How to conduct a competitor analysis. Recommended by experts, it's a comprehensive guide explaining the what, why, and how of competitor analysis. 

    Why do competitor tracking?

    I've already said that you'll be able to boost your own marketing strategy. You'll also find openings in the market that competitors have missed. You'll find new areas of opportunity that are proving successful to your competitors, that you've missed. For instance, countries you should be targeting that are working for them.

    Okay... enough.

    Let's look at some tools...

    Best competitor analysis tools

    Using competitor analysis tools – software or apps - will help you find information about your competition’s marketing strategies. And uncover the secrets to their success within your shared market. Competitor analysis tools like the 15 I've found below will save you time while identifying data you may normally miss

    The cool thing? While these tools will help you understand your competitors, they’ll also monitor your own web performance. Find the data on your company that you need to improve.

    1. Quick Search

    I'm kicking off with my personal favorite.

    Talkwalker's powerful social media search engine - Quick Search - gives you an instant overview of your brand online. Bringing together data integrations from social networks, news sites, blogs, and forums. You’ll be able to monitor the conversations surrounding your brand, your influencers, and your industry trends.

    Working in real-time, you can enter multiple brands - your competitors - and compare sentiment, with 90% accuracy. Also, discover audience demographics, gender, location, mentions, and more. Using filters, you can dig deep into trends and topics and find the stories that are currently impacting.

     Analysis tools competitor analysis - use Quick Search to quickly compare up to 5 brands Quick Search - enter the brands you want to compare, for instant insights.

    It’s quick, easy, and user-friendly. You know how your competitors are performing. Areas you're missing out on. Ideas for content creation or content strategy that are going to resonate with consumers.

    Quick Search also works alongside Talkwalker’s Consumer Intelligence Platform, which offers a wide range of big data analysis capabilities. You can also create reports and dashboards, to help visualize and share insights across your team.

     Competitor analysis tools - Quick search dashboard 

    Quick Search - Nike v Reebok v Adidas - compare share of countries.

    2. SE Ranking

    SE Ranking is an AI-powered all-in-one SEO software that allows managing SEO and marketing data in one place. The tool delivers comprehensive insights into a website's on-page SEO performance. It also has dedicated tools for keyword research, backlink monitoring, content, competitor analysis, marketing strategy planning, and more.

    The competitor analysis toolkit allows an in-depth examination of competitors' websites, with a view of their organic and paid efforts. The primary features of SE Ranking's competitor analysis tool include the following:

    • A dynamic overview of competitors' paid and organic traffic, covering monthly click estimates, top keywords, and traffic cost;
    • Hands-on data on opponents' keywords with rankings, up-to-date keyword stats, keyword difficulty, search volume, and CPC;
    • A complete summary of competitors' backlink profiles, including the backlink quality, list of domains, backlinking gaps, and monthly overview;
    • In-depth research on competitors' most well-performing ads with monthly ad history and Google Ads campaigns' breakdown;
    • Multiple competitor comparison features to better understand traffic distribution, detect new competitors, and spot keyword overlaps and gaps.

    unnamed Advanced SEO toolkit with in-depth competitive research and keyword tracking

    Three pricing plans are available:

    • Essential for freelancers and newcomers,
    • Pro for small teams and agencies,
    • Business for mid-sized enterprises.

    There is also an option to request a custom pricing plan.

    3. Wappalyzer

    This add-on is one of the most interesting competitor analysis tools in the game because of how it operates. It runs as a Firefox add-on and only does one thing. But boy oh boy, does it do that one thing well.

    Wappalyzer is a cross-platform utility used to reveal what technologies different websites use. Layman’s terms? Wappalyzer acts as an add-on to your browser and can identify the types of software running on a specific website.

    You can click on your competition’s websites and get a quick scan of what software they’re using. Now, that's awesome!

    This is an essential tool for understanding the success behind your competitors’ websites. Yes, a skilled web service company could hide this information. But, it’s more likely that your competitors haven't paid for this. Go take a look!

    The best part? Wappalyzer is free!

    Competitor analysis tools - Wappalyzer screenshot

    Competitor analysis tool revealing what tech The New York Times website uses. 

    4. BuiltWith

    BuiltWith is a business intelligence and competitive analysis tool. It provides profiles of websites, lead generation, sales and business intelligence, eCommerce data points, and competitive analysis. Impressive, no?

    Using BuiltWith in your competitive analysis will identify key market segments that your brand may be missing out on. Track your competitors and build a list of prospects.

    Competitor analysis tools - BuiltWith screenshot

    Web technology information profiler tool that will identify competitors and prospects.

    You can track data for different market segments and find usage trends and market share information for the whole Internet. Alongside insights about competing technologies and how they're performing. Competitor comparison means you can find:

    • If a technology is gaining or losing market share
    • If a technology's competitors are increasing market share at a faster rate
    • The rate of churn between technology competitors
    • Sites that shifted from one competitor to another

    The neat thing about BuiltWith is that it offers a free plan to use for individual site lookups. You only pay for what you use.

    5. WooRank      

    WooRank is an SEO checker and digital marketing tool. It'll scan your website and give you an audit of its SEO. The reason I've included it in my list of competitor analysis tools is that you can look at your competition too.

    The tool allows you to add three competitors, so you can perform a comparison of:

    • Technical SEO
    • Site performance and usability
    • Keyword usage
    • Backlink quality
    • Social media engagement

    WooRank's Keyword Tool measures and tracks keyword rankings and SEO impact. By automatically adding competitors you gain insights into their marketing strategies, goals, and priorities. Not only does it monitor your website's SEO performance, but the keyword ranking and landing pages of your competitors.

    You can sign up for a 14-day free trial. If you're happy to pay, there are various price plans that won't break the bank.  And you could see your website outranking those of your competitors and increasing traffic. ROI is a given!

    Competitor analysis tools - WooRank screenshot

    Keyword Tool is WooRank's keyword research, tracking, and competitor analysis tool.

    6. Google AdWords Keyword Planner

    The tool is for finding new keywords - yep, the name kind of gives it away. With it, you can search your competitors' sites and the web for keywords that apply to your business and target market. It's a great tool for staying on top of keyword trends. To refine search campaigns and ensure that your content is relevant. 

    Competitor analysis tools - Google AdWords screenshot

    Enter a competitor landing page and Keyword Planner will ascertain relevant keywords.

    7. SEMrush

    This is the ultimate competitor analysis tool. It’s an all-in-one digital marketing suite that covers SEO, PPC, keyword research, competitive analysis, and more. The SEMrush software contains over 30 tools with the ability to analyze 3.7 billion keywords as well as 4 trillion backlinks.


    Competitor analysis tools - SEMRush screenshot

    SEMrush offers SEO audits, position tracking, competitive intelligence, and more.

    You can build your own toolkit and choose the ones that make the most sense for your projects. There are specialty kits for SEO, advertising, social media, content marketing, and competitive research.

    Features particular to competitor analysis include:

    • Find competitors' best keywords
    • Discover new organic competitors
    • Find competitors' strategies and budgets
    • Analyze competitors' ad copy, keywords, and display ads
    • Find new competitors in AdWords and Bing ads
    • Discover the best-performing product or service listing ads of competitors

    There are three price plans available - Pro, Guru, and Business. Each offering a different level of features, depending on what you're business needs. 

    8. SpyFu

    Originally named GoogSpy, SpyFu is a search analytics tool that shows technical users keywords that websites buy on Google AdWords. That means you can identify all the keywords that your competitors have bought, and every ad test they've run.

    It also reveals the keywords that they're ranking for. You can then trace back and find the content and backlinks that are bringing them this ranking. Use this data to see how your competitors' backlinks are working, then hunt them down for your own website. 

    Competitor analysis tools - SpyFu screenshot

    SpyFu reveals the search marketing strategies of your competitors.

    SpyFu gets this data by web scraping, refreshing its data on a monthly basis. This gives you an overview of what's happening with larger trends in SEM and SEO.

    This competitor analysis tool finds the keywords most relevant in your market, plus core, niche keywords that your competitors use.

    Get inspiration from their choices, and avoid their pitfalls.

    Competitor analysis tools - SpyFu screenshot 2

    Find your competitors' keywords and ad tests.

    9. Owletter

    This competitive analysis tool captures, stores, and analyzes email sent from a website. It means you can monitor your competitors’ email and discover what's working for them, and what's not. 

    Using Owletter gives you access to many insights, including:

    • Whether your competitors have a spam reputation
    • If they follow a schedule for sending email
    • If they change their schedules according to the season
    • Trending topics
    • Undiscovered opportunities
    • And more

    Owletter takes a screenshot of the email you receive - you just need to be on your competitors’ mailing lists. It can store it, analyze it, and alert you if the system thinks there are important insights.

    There's a 30-day free trial and if you do decide to sign up, you only pay for what you want.

    Competitor analysis tools - Owletter screenshot

    Monitor your competitors' email marketing newsletters.

    10. SimilarWeb

    This competitive analysis tool helps you benchmark against your competition and monitor your industry. To reveal your competitors’ analytics and online strategy.

    This tool can help you discover potential opportunities – partners or leads. Help you identify emerging trends, and even explain consumer intent and journey. SimilarWeb collects raw data, cleans and organizes it, finalizing the statistics that you need, and delivering them to you. Could you ask for more?

    Competitor analysis tools - SimilarWeb screenshot

    Competitive intelligence tool providing customer and competitor insights.

    11. Followerwonk by Moz

    With Followerwonk, you can optimize your Twitter accounts to boost social growth. Using this tool allows you to find, analyze, and optimize your social growth by digging deeper into Twitter analytics / X analytics.

    • Find and connect with new influencers within your niche.
    • Use super-actionable visualizations to compare your social graphs to your competitors.
    • Easily share your reports with your company to get everyone on the same page.

    Followerwonk lets you analyze any Twitter account - I'm talking competitors - so you can optimize your Twitter marketing strategy. You can compare your Twitter followers with two other Twitter accounts' followers. You can also compare who you follow, with other accounts - yes, competitors.

    Competitor analysis tools - FollowerWonk screenshot

    Compare your social graph with competitors, consumers, and industry leaders.


    • Find and connect with new influencers within your niche.
    • Use super-actionable visualizations to compare your social graphs with those of your competitors.
    • Easily share your reports throughout your company so everyone's on the same page.

    Competitor analysis tools - FollowerWonk screenshot 2

    Compare your Twitter account with competitors to find overlaps and new influencers.

    12. Ahrefs

    Ahrefs is a powerful SEO tool with features that include:

    • Backlink audit - get the data you need about your existing link profile
    • Find link prospects - monitor your competitors' links, and grab for your own site
    • Validate keywords and analyze competitors
    • Keyword research - find keywords and content ideas
    • Track individual keywords
    • Track organic visibility - leverage total organic keywords
    • Brand management - set up alerts for keywords for relationship building and brand management

    Learn why your competitors rank so high and how to outrank them. You’ll see the exact keywords your competitors are ranking for and how much traffic this brings them.

    You’ll have a clear picture of your competitors’ content, to see what’s working and what you’re missing.

    With relevant keywords, and backlink data from 4 billion web pages, Ahrefs brings you the best of the best. 

    Competitor analysis tools - Ahrefs screenshot

    Competitor research tool and SEO backlink checker.

    13. Majestic

    This competitive analysis tool surveys and maps out the Internet to create the world’s largest commercial Link Intelligence database.

    What does this mean for you?

    It means you'll get a detailed analysis of external links and anchor text used by your competitors. You can analyze backlinks and domain link counts so you can see what competitors are doing to track performance. It means you'll have a deeper understanding of search ranking. Understanding your own link profiles, and empowering your data by monitoring your competitors’ websites and their search engine positioning.

    Majestic scrapes their data from the internet and instead of searching with meta-searches, it acts as a search engine. It's developed software capable of crawling immense amounts of data.

    Competitor analysis tools - Majestic screenshot

    Link intelligence tool for SEO, PR, marketing, and competitor analysis.

    14. Serpstat

    Serpstat is an all-in-one SEO platform that’ll analyze your website and those of your competitors.

    Search for your competitors’ keywords, analyze their pages and backlink strategy, and monitor their positions in SERPs.

    Features include:

    • Keyword research – compare keywords, find semantic variations, identify long-tail keywords
    • Search analytics – track domain and keyword rankings, find which posts generate the most traffic
    • Content marketing ideation – compare your content to better target your industry
    • Competitor research – position your business against the competition
    • Market intelligence – monitor industry leaders to improve your SEO and PPC efforts
    • Backlink analysis – track competitors’ backlinks, score referring domains

    This growth hacking tool offers a free trial, but queries are limited. Paid plans offer more data opportunities.


    Competitor analysis tools - Serpstat screenshot

    Keyword research, backlink analysis, competitive analysis tool.

    15. Netpeak Checker

    Netpeak Checker is a desktop tool for SERP scraping and data aggregation. Allowing you to analyze and compare websites in bulk.

    Designed for bulk SEO analysis, this tool allows you to research website backlink profiles, and evaluate the SEO of your competitors.

    You can check:

    • Check 1,200+ parameters of URLs. 
    • Compare URLs by parameters of well-known services: Ahrefs, Moz, Serpstat, Majestic, SEMrush, etc. 
    • Examine on-page SEO factors to optimize your website for search engines. 
    • Review domain age, expiration date, and availability for the purchase. 
    • Analyze competitors’ social media performance.

    This research tool for bulk SEO analysis offers 14 days’ free trial.

    Competitor analysis tools - Netpeak Checker screenshot

    Keeping an eye on the competition – it’s an essential business practice

    To stay ahead of the game, keep a close eye on your competition, even indirect competitors. Learning from your competitors can seem hard. But with the right competitor analysis tools, it's no biggie.

    Take a look through my reviews, try some of the free trials, and sign up for a Quick Search free demo. You can't afford not to monitor your competitors.