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Marketing: Top 16 Competitor Analysis Tools Marketing

By Kit Smith on March 9th 2016

History is full of great rivalries. The thrill of two adversaries locked in an ongoing battle to be crowned champion has drawn crowds for millennia. Good Vs Evil. Coke Vs Pepsi. Tom Vs Jerry.

Regardless of the arena of battle, getting to know your competitor’s strengths and weaknesses is the foundation on which to base good strategy. For brands, the growth of online activity has seen competitor analysis methods, metrics and tools blossom.

There is now no shortage of competitor analysis tools on the market, and each can offer insights relevant to its own particular niche and contribute to competitive benchmarking. We’ve compiled a list of tools that cover a range of areas, from paid adverts to email marketing. You just need to decide which part of your competitor’s business you want to spy on.


General competitor analysis tools

While many tools target a particular niche, these tools analyze multiple areas of your competitor’s online marketing strategy to give you an overview of their efforts to spot potential avenues for growth.

Kompyte Screenshot

Kompyte – Compare traffic, referrals, visitor behavior, keywords and search rankings, paid ads, and site by site social metrics. Stay updated with competitor emails. You can input competitors to track, or let Kompyte suggest them based on the keywords you are tracking. Prices start from $95/month, with a free 14-day trial.

SimilarWeb – Provides an overview of website traffic, referrals, search traffic and keywords, social media, display advertising, audience, and similar sites and apps. Prices start at $199/month.


SEO/keyword analysis tools

Spyfu – As well as tracking backlinks and rankings, Spyfu has a great keyword feature showing how many keywords your competitors rank for and how much their keyword focus overlaps with yours. Several features are available for free (with data limits), prices start from $49/month and there is a 30-day money back guarantee.

SEMRush screenshot

SEMRush – Analysis shows a range of metrics around keywords, paid search, and rankings. You can search 10 URLs which will show limited results. To see all the data you need to upgrade, with prices starting from $69.95/month.


Backlink analysis tools

Open Link Explorer screenshot

Open Link Profiler – A wide range of link analysis is available, including an overview of backlinks, country and industry breakdown, and link age. Links have all been confirmed as active in the last 90 days. The free account is detailed, but access to the full range of SEO tools starts at $49.95.

Monitor Backlinks – New links, lost links, new competitor’s links and weekly domain changes will all be emailed to you once you have set up your account. Prices start from $24.95/month for 1 domain and 2 competitors, and a 30-day free trial is available.


Content discovery tools

Feedly – There is no shortage of news aggregator sites available. Feedly allows you to customize the sites you are following, so you can segment by general industry trends, clients, competitors. A browser extension exists to quickly add sites to your feed. A Pro account is $5.41 a month, but the free version will keep you up to date with content without any fuss.

BuzzSumo screenshot

BuzzSumo – The free tools allow you to search for content by keyword or entering a competitor’s URL. You can then refine the search by publish date, content type, and shares across social sites. It also has a trending section for different industries. More data and tools are available in the paid account, with prices starting at $99/month.


Paid advert tools

iSpionage screenshot

iSpionage – The tool identifies your top PPC competitors, reveals their monthly budget and entire Adwords strategy. You can access seven years worth of PPC and SEO keyword data. Prices start from $39/month.

Whatrunswhere – See where your competitors are advertising and what their ads look like, and how effective these adverts are. You can also access campaign data from 150,000 top performing display publishers. Prices start from $175/month.

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SERP rankings tool

Whatsmyserp – Absolute rankings are a thing of the past, as search results are personalized by country, localization, and your recent search history. You can gain an idea of your average rankings, however. If you want a tool to give you an indication, Whatsmyserp is a simple free tool that can give you an idea of where your content is ranking.



Web traffic tool

Alexa screenshot

Alexa – Founded 20 years ago and owned by Amazon, Alexa ranks sites based on their traffic volume. Alexa also provides metrics such as daily pageviews per visitor, bounce rate, time spent on site and demographics. The basic plan starts at $9.99/month, although doesn’t include all the metrics and tools of the most expensive plans.

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Email newsletter tool

Owletter screenshot

Owletter – Owletter collates your competitor’s newsletters and homepages into a dashboard, giving you a searchable database that keeps your inbox free. Prices start at $5/month, with 5 competitors covered.


A/B testing tool

CroMonitor screenshot

CroMonitor – CroMonitor tells you when the competition is undertaking A/B tests, visiting their pages from different IP addresses and taking screenshots that are displayed in a dashboard. The free account allows up to 3 different ‘watchlists’ with 2 URLs on each.


E-commerce tool

Prisync screenshotPrisync – Prisync tracks competitor prices and available stock automatically and reports this in a web dashboard or e-mail alert. A free account is available, paid starts from $29/month.


Mentions and social tool

Brandwatch screenshot

Brandwatch Analytics – You couldn’t have been expecting anything else, surely? With detailed searches, categorization, rules, alerts, and over 85 million sites monitored, you can refine the platform to monitor what matters to you.

Our Facebook and Twitter channels allow you to monitor your competitor’s social media output. You can create searches to track all mentions of your competitors across the web, staying up to date with their content and news stories.

Track the entire conversation around your industry to watch changing share of voice, monitor sentiment around each brand, keep tabs on your competitor’s content, and discover new business opportunities by uncovering conversations you never knew existed. Alerts and Signals will notify you of trends and news.


Brandwatch Analytics

Uncover true insights about your competitors using market leading social intelligence

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Kit Smith


Kit is a writer and marketing expert. When he's not researching ways to make you better at said marketing, he's often lost in foreign countries, or making pottery (or both).

  • Nice article. Do you think that SEO tools will remain as important for SEO in future? Or will we find some alternative?

  • Kit Smith

    Hi Nikolay, and thanks. I think they will remain important personally. The keyword research, reporting, and of course competitor analysis functions are so useful for SEO practitioners that I can’t see that changing.

  • I am agree with your Kit. Thanks!

  • kgtrip

    Another great traffic monitoring site:
    Free & easy to use.

  • RivalHound

    Would you consider adding RivalHound to your list?

    RivalHound also offers an email library and homepage screenshots. These features are completely free. The company list is small, but growing and you can suggest any website you want to track. for signups.


  • There is another perfect and really popular competitors analysis tool that is SEMRush. You can add in your list. Really a helpful tool that you can easily spy your competitors. Thanks for sharing.

  • These are the most effective competitors analysis tools.

  • Marco Alvaldi

    Great article. After I’ve read it I immediately tested the e-commerce competitor tools prisync and it was quite good, the only problem is that you must insert the url one per time. So I’ve searched something else. My next stop was Competera but their price was out of my budget. I even tried to create this tool bymyself, using a scrappy js script but I only wasted my time. At the end, time later, I discover is little tool called Pricefy ( that even if seems at the early stage works perfectly for monitoring amazon and other competitors prices. I would just report my experience because my others could waste their time trying to create something with their hands. It works for a while but then Amazon starts blocking you and you just had wasted your time. Cheers!