10 Best Competitive Website Analysis Tools in 2021

Best Competitive Website Analysis Tools

Website Analysis is a very competitive landscape. This is one of the prime reasons why it is also a huge hub for learning. Whenever our competitors outperform us, rank better than us or receive more social attention and traffic than us, it makes us wonder what they are doing better. With the help of this article, you won’t have to wonder anymore.

Following are the 10 best competitive website analysis tools that will help you learn a lot more about your competitors, their marketing strategies and all other little details and nuances.

This, alone, will allow you to grow and perform better. But to enhance your performance by several folds, the following tools will also help you to make your content marketing adjustments and receive more traffic. Check them out.

Here are the Best Competitive Website Analysis Tools of 2021:



SEMrush is a competitive website analysis tool that allows you to see website rankings, advertising, authority, social media and much more. It is a very popular, powerful, and one of the most recommended competitive website analysis tools mentioned in several surveys including, Robbie Richard’s survey of top SEOs.

SEMrush lets you see both organic and paid search rankings for every site, mobile, or desktop in every country. All you have to do is just drop in the URL. If you are a paid user, then you will be able to use advanced filters to find the most important phrases quickly. You can also eliminate any low ranking phrases, low volume phrases, or branded phrases if you do not wish to see them.

The paid users can also perform certain additional functions such as site audits, brand tracking, and much more. The only downside that SEMrush brings with itself is that it has such a huge array of features that it takes a while to figure out and access everything! The paid version will cost you $99/month. It will be a just investment because the free version will only show you the top ten phrases which are practically useless.


Alexa makes sure to provide you with access to your competitors’ Google Analytics. This competitive website analysis tool can also help you to view the analytics of your website in comparison to the competitor’s website.

This way you will be able to compare and rectify your mistakes better. It provides an estimation of the website’s ranking in the United States as well as worldwide. Along with that, it also displays the demographics breakdown, top search engine queries, other sites that link to the site, bounce rate, and much more.


Ahrefs is one of those competitive website analysis tools which offers a wide range of tools so that you can search traffic, research your competitors, and optimize your niche. Following are the different functions that you can perform with the help of this tool:

  • Competitive analysis
  • Keyword research
  • Backlink research
  • Content research
  • Rank tracking
  • Web monitoring

The key competitive analysis part of this tool is the Organic Research Report. This report goes on to show you the exact keywords that your competitors are ranking for in organic search results. Along with it, it also shows the amount of traffic this brings them daily.

There is another report called the Top Pages report which shows you the names of the pages that generate the most traffic to their sites. There is a distinctive feature called Content Gap which lets you discover the keywords your competitors use to rank better, but you don’t. To perform all of these actions, Ahrefs gathers data for more than 150 million keywords in the United States alone.

This means that you can combine the data you gain from competitor analysis with their Keywords Explorer tool. This way you will get significant keyword suggestions from a database of over 3 billion keywords.


Buzzsumo is one of the top competitive website analysis tools available online. It allows you to take a look at the best-performing content for relevant topics for your brand and certain competitors.

The tool studies a portion of content’s engagement on multiple social sites along with its total number of shares across the internet. This clues you in on two very important things – one, who are outranking you in terms of industry content, and two, what are the potentially hot/interesting topics that the audience is crazy about to explore yourself.

Buzzsumo is known to provide you with specific and definitive answers on all of this and a lot more – starting from the movers and shakers in your industry to simple but new ideas for a blog post – there is nothing Buzzsumo can fail to answer for you.

Similar Web

Similar Web allows you to see the kind of traffic that your competitors are getting from their target audience. It also gives you an idea of the advertising channels they are using the most.

To be very specific, this is both a website analysis and a data mining tool. This means that it can both provide you with very detailed information on various sites and a comprehensive overview of the websites’ marketing strategy at the same time.

The software manages to perform all these actions by extracting data from the following four sources: 

  • Global and local ISPs and data partnerships.
  • A group of web crawlers that scan the whole web and apps stores.
  • A colony of web surfers that is made up of millions of anonymous users equipped with a portfolio of apps, browser plug-ins, desktop extensions, and software.
  • Web traffic is directly observed from a learning set of selected websites and apps intended for specialized estimation algorithms.

Following is the set of details that comes with the analysis: 

  • The number of monthly visitors.
  • Average time spent on the website by the visitors.
  • Bounce rate.
  • Average page views per visitor.
  • Percent of traffic from various channels.
  • Top referring websites.
  • The proportion of traffic from different social networking sites.
  • Pictures of banners that are used for display ads.
  • Keywords leading to organic search traffic.
  • Keywords leading to paid search traffic.
  • Target audience interests.
  • Other website visitors view.

This tool allows you to access certain functions without paying but the number is limited. You will only receive five results for each website metric that you’re analyzing (for example, you’ll only be able to view five of the keywords that the site is getting organic search traffic from).

However, if you wish to access a more detailed analysis, you will need to pay for it. There is an Enterprise plan which provides three years of data, unlimited results for every website metric, around 250 industry categories, and a general overview of industry leaders.


Searchmetrics is a highly renowned competitive website analysis tool. It was founded in 2005 by Marcus Tober and was fundamentally focused on competitive analysis of different websites. After a few years, Searchmetrics started to widen its vision and focus on the enterprise market. By this time, the content marketing influence was steadily growing.

This made Searchmetrics concentrate on content marketing performance more than SEO. That’s when it introduced the Searchmetrics Suite. The Searchmetrics Suite performs a lot of actions, namely, it tells you about a site’s position in search, how well a specific domain is ranking on Google, for what kind of keywords it is ranking, and a list of the exact keywords.

Unlike other tools, Searchmetrics does not identify your competitors incorrectly. This is because Searchmetrics, in particular, has a definite algorithm that is based on matching sets of keywords without acknowledging any additional metrics.

Searchmetrics displays a competitive landscape of Search Engine Journal which consists of Google, YouTube, and Wikipedia. Moreover, it has a huge array of handy organic rankings reports that automatically filter out all the irrelevant long-tail keywords by displaying them in a separate tab or window.


Ubersuggest understands the top three things that you would like to focus on while performing a competitive website’s analysis, namely, the top keywords, the number of backlinks and where they come from, and the top pages.

It uncovers all of this information and analyses it to make a quick report. This report contains all the vital information that will lead you to outrank your competitors so that you emerge as the best among them all. You can do this by adjusting your strategies with your outperforming competitors.

To do that, all you have to do is follow a few simple steps: 

  • Select a certain website that you consider as your competitor.
  • Copy its URL and paste it in the blank Search bar on Ubersuggest.
  • Click Search.
  • Click Keywords from the Sidebar on the left.

You will be presented with a list of keywords that will help you to get a clear idea about their target audience and traffic generation source. Along with the Keywords List, you will see a few other columns by its side, namely, Volume, Position, Estimated Visits, and SD. Each of these columns indicates something very important.

  • The Volume column displays the average monthly search volume of a particular keyword.
  • The Position column displays the position in which the URL is ranked in Google search.
  • The Estimated Visits column displays the traffic of the webpage that is estimated for a particular keyword.
  • The SD column displays the estimated competition in organic search.

You can also learn a lot more about a keyword by clicking on it. Moreover, you can learn about the top 100 URLs in Google search for a particular keyword. Along with it will see a few other columns by its side, namely, Estimated Visits, Links, DS and Social Shares. Each of these columns tells us something very important.

  • The Estimated Visits column displays the traffic of the webpage that is estimated for a particular keyword.
  • The Links column displays the number of backlinks from other websites.
  • The DS column displays the general strength of the website, starting from 1 (low) to 100 (high).
  • The Social Shares column displays the number of times the URL of the website was shared on various social networking sites.

If you navigate back to the Sidebar on the left and click on Backlinks, you will be able to learn more about your competitor’s backlink profile. Upon doing this, you will find yourself in an overview where you will see four significant columns, namely, Domain Score, Backlinks, Referring Domains, and Backlinks Over Time. Each of these columns tells us something very important.

  • The Domain Score column displays the general strength of the website, starting from 1 (low) to 100 (high).
  • The Backlinks column displays the overall number of backlinks to the website.
  • The Referring Domains column displays the number of unique domains that are linking back to the website.
  • The Backlinks Over Time column displays the graph showing the website’s backlink growth.

Once you comprehend all this information, you must scroll down the page and reach the Backlinks section. This is where you will find every incoming link to your competitor’s site. What you can do with this information is that you can get in touch with these links and ask them to link their website to yours, thus, creating backlinks for your website. Finally, you can click on Top Pages from the Sidebar on the left to view your competitor’s top pages. This will give you a detailed insight into the following things:

  • Estimated Visits.
  • Social Shares.

With all this inside information about your competitor, now you can easily adapt their strategies and beat them at their own game.



Quantcast lets you access the insights on two very important aspects – site visitor demographics and behavior. It measures all kinds of demographic and user behavior, such as audience age and gender, make-up, areas of interest and type, length and frequency of engagement with certain types of content, and user retention. It does so by placing tags on websites, blogs, videos, and widgets.

Now, to generate your data or access limited information on other websites (mostly just traffic reports) using Quantcast, you will need to embed a tracking code on your website.

This competitive website analysis tool might not offer a complete competitive analysis. But it is more effective than when used in conjunction with other analytics tools to see how changes on your website change your branding and conversion goals. You must closely monitor the impact of such variations with Quantcast and note them down against competitor data from other analytics tools.

Another benefit of using Quantcast is that you can keep a track of this data in real-time. This way you can easily notice the impact of any change as soon as they are made, helping you take action quickly.

Now that you know all the information about what this tool does and does not do, you have an idea about its approach. If you decide to go with it, then you will have to check with other tools to see what traffic they are receiving first, as their website may be optimized particularly for the visits they are generating. If you see that your preferred traffic sources are not matching up, then this process/approach may not come off as much use to you.


BuiltWith is one of the fastest and free competitive website analysis tools available online which shows you everything that can be obtained by studying and analyzing the URL of a website.

This includes information like the kind of content management system they are using, the target they are tracking, the content delivery network they are using, the plug-ins that are installed, and a lot more.

Of course, it is a lot of information to process but they are all displayed in a very organized manner for you to comprehend better. All you have to do is plug in a competitor and quickly see what software and systems they have plugged in.

This gives you a powerful insight into their marketing strategies. Moreover, BuiltWith has a popular (and free) Chrome extension which you can add to your browser and observe the technology that goes behind any website with a single click of a button.

The free version entails unlimited searches for individual site lookups. The paid version, on the other hand, starts at $495/month for Pro with unlimited results and $295/month for limited results.


Compete is one of the competitive website analysis tools which offers you a suite of products that are designed to help spy on your competitors. It allows you to research your competitors’ traffic, engagement, and demographics.

You may also set your rank, performance, and market share as the benchmark in the industry to perform thorough research. It also contains certain additional tools such as keyword research, websites that competitors use to generate traffic, and a lot more.


Gone are the days when you just create content for your website and expect to generate traffic just like that. These days running a website can be highly competitive. Thus, to hold the top slot in a Google search, you must carry out certain good SEO practices. You can proceed to this by studying your competitors and learning from them. The above-mentioned competitive website analysis tools will help you do that and rank better.

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