If you want to gain a competitive advantage in terms of your SEO performance, then you need to invest in some quality SEO Competitor Analysis tools like the ones provided by Semrush. You also need a solid understanding of what SEO Competitor Analysis means and the useful insights into the competitive landscape it provides. 

Furthermore, identifying SEO competitors, their SEO strategy, and industry trends is just the beginning. You also need to know how to put this knowledge into practice to improve your own organic search rankings, find your target customers, identify areas for potential growth, and drive traffic toward your website. After all, you won’t be selling any products or services if no one visits your site. Let’s find out how Semrush allows you to do just that. 

What Is SEO Competitive Analysis?

What Is SEO Competitive Analysis | Joon K Lee

If you’re just starting with your own website for your company or brand, it might be daunting to figure out what your search engine optimization strategy should be. You could try to use some basic guesswork with trial and error here. While this could work, there’s a better way of figuring out the best keywords, linking opportunities, and relevant content ideas. That is to take a peek at what your rivals are doing. 

Competitive analysis in SEO is all about researching what your direct competitors are doing in terms of top keywords they’re using, backlinks they’re earning, and the type of content they’re creating to attract visitors to their websites. Afterward, you can reverse engineer the most relevant and successful of your competitors’ tactics into your own SEO strategy. 

Why SEO Competitor Analysis Is Important

Why SEO Competitor Analysis Is Important | Joon K Lee

You may be wondering why competitive analysis is so important. Let’s find out what sort of unique insights a competitor analysis provides.

Understanding the Competitive Landscape

You may know what competitors you have located near your address, but when it comes to search traffic on the web, this could be a whole other story. It is only through an SEO Competitor Analysis that you can discover who your direct and indirect competitors are online. Not only will you be able to identify these major players, but you can also gain an understanding of their market share, their product offerings, pricing strategies, and what content marketing tactics they use to attract their target customers. 

Things change fast in the online world, with new technologies and events shaping all kinds of exciting new trends. If you are to stay competitive and maintain a successful business in your industry niche, you need to be able to discover these trends, identify areas with potential for future growth, and adapt to them. An SEO competitor analysis is the best way to see how your direct competitors are reacting to the latest developments and planning for the future. Then you can employ their best strategies, which have already been proven to work for your business. 

Discovering New Opportunities

If you’re unsure of what type of content to create, it would be worthwhile to see what your competitor’s content looks like. You can identify what relevant topics they’re blogging about, what sort of content types they use, and how successful they are with attracting their ideal customers. Importantly, you can see what competitors offer in terms of products or services. Through an SEO competitor analysis, you can discover loads of fresh content ideas for you to work on.

Learn New Ways to Improve Your Digital Marketing Strategy

A competitor analysis can show what sort of marketing strategies your competitors are using. This way, you’ll have an idea of what sort of marketing campaigns are best suited to reach your target audience without even investing in any resources for this purpose. Simply keep an eye out for what your competitors are up to, and you can develop your own SEO campaigns that are more effective. 

Who Should Be Doing SEO Competitor Analysis?

Who Should Be Doing SEO Competitor Analysis | Joon K Lee

While competitor analysis is important for any business or industry and everyone should be considering it, there are some types of businesses that stand to gain more from it. Let’s look at who should be making competitor analysis a key part of their business strategy. 

E-commerce Sites

If you’re an E-commerce business, then you’re already relying on search traffic to make your products easily discoverable by your target audience. Since this has such a huge impact on your sales, you need to be able to stay up to date with the latest trends and have a strong SEO strategy to stand out from other companies selling similar products or services.

Local Business Owners

A local business is a brick-and-mortar store that operates in a small area and provides products or services to that community. If you’re such a business, then you may be competing with rivals that are located down the same street as you. A competitor analysis can help you identify how to rank well and stay visible in your local search results so you’re not losing customers to your neighbors. 

Small Business Owners

Small business owners have limited financial resources and may not be able to afford to make risky moves the way their more established competitors can. Competitive analysis can help these businesses identify where they need to focus their attention and use their limited resources wisely.

SEO Competitor Analysis Tools From Semrush

Gain an Edge Over Your Rivals With Semrush SEO Competitive Analysis 1

The way to do SEO competitor analysis is by using software tools developed by Semrush. When performing competitive analysis, you need to pay attention to keywords, backlinks, types of content, and organic traffic for your competitors. You can also audit your own website using Semrush. Let’s see what tools Semrush can offer you in regards to SEO competitive analysis.

Semrush Market Explorer Tool to Find Your Competitors

Semrush Market Explorer Tool to Find Your Competitors | Joon K Lee

If you’re a new website, then you may not have a clue about who your competitors are. The best place to start would be to use the Semrush Market Explorer Tool. Here you can enter the ‘Find Competitors’ tab, enter your domain, and click on ‘Research a Market’. The overview provides plenty of widgets that display key players based on market share and top keywords. 

The ‘Growth Quadrant’ is a great way to visualize what the competitive landscape looks like. Here you can instantly see who the major competitors are, and Semrush has plotted their positions categorically, allowing you to identify them easily. The ‘Established Players’ are the big boys with large audiences, ‘Leaders’ have high traffic growth with a large audience, ‘Game Changers’ are small but growing, and ‘Niche Players’ are small or new companies. 

Hovering over each competitor on the Growth Quadrant gives traffic growth stats based on search, referrals, social media, paid search, and more. You should also keep in mind that your closest competitors may not necessarily be the top-ranking ones. 

Semrush Traffic Analytics to Understand Website Visitors

Semrush Traffic Analytics to Understand Website Visitors | Joon K Lee

The Semrush Traffic Analytics tool allows you to view website traffic data for your competitors and even compare up to five domains. The Trends graph will indicate whether there are any spikes in traffic or dramatic losses over a specific period of time. You can even filter this by unique visitors, the average visit duration, and bounce rate, which indicates who left the website without taking an action. 

You can even get an idea of where these website visitors came from and where they went after visiting your competitor’s website by looking at their traffic journey. Finally, you can obtain some useful key demographic information such as age, sex, and geographic information for these website visitors. With the ability to compare multiple competitors with your own, you can use Semrush Traffic Analytics to identify which potential customers you’re not targeting currently.

Semrush Organic Research to Identify Your Competitor’s Organic Keywords

Semrush Organic Research to Identify Your Competitor’s Organic Keywords | Joon K Lee

The Semrush Organic Research tool will show you who your top organic search competitors are and what keywords they get their traffic from. The ‘Competitors’ tab will sort all the keyword data in terms of ‘Competition Level’, which takes into account how many keywords you have in common with your competitors. 

By heading into the ‘Position Changes’ tab, you can see the Google search ranking trends for each competitor over a period of time. You will notice new keywords your competitor has started using, improved keywords, as well as lost and declined keywords, along with stats on how these keywords affected your competitor’s site traffic. There’s also monthly search volume and keyword difficulty data provided, which can give you clues to avoid highly competitive keywords while using the easiest ones to rank for. 

You can save which keywords you think are most relevant to your business or click on one for a deep dive into more details. Semrush provides even more details in its Keyword Overview tool, like variations, related keywords, and questions that include those keywords. For more on keyword research, check out Perform Keyword Magic with the Best Keyword Research Tools from Semrush.

Semrush Keyword Gap to Find Keywords Opportunities

Semrush Keyword Gap to Find Keywords Opportunities | Joon K Lee

If you’re new to your business, there may be keywords that you haven’t even considered using. Your competitors, on the other hand, may already be successfully utilizing them to rank high in search results. This is where the Semrush Keyword Gap becomes a useful tool by bringing to your attention those important keywords that you should be including strategically when creating content. 

Here you will find familiar stats like monthly search volume, keyword difficulty, and search intent. On top of these, Semrush allows you to filter your domain to view which keywords you’re missing and untapped keywords that only a few competitors are currently using. Sorting for weak keywords will show where your rivals have a competitive advantage over you and the search volume they’re getting for it. 

You can save the keywords you’re planning on using for later and look for more details using the Keyword Overview tool as before. This is a perfect example of how a competitive analysis can show you how to close these keyword gaps and climb the keyword rankings using relevant keyword-rich content. 

Semrush Backlink Gap to Find Backlink Opportunities | Joon K Lee

Backlinks can be a great source of inbound traffic for your website. Unlike internal linking, which you can perform on your own to optimize your website, backlinks come from other websites that wish to provide additional context to their readers or recommendations by linking to your website or a specific webpage. Backlinks are very valuable since they indicate that your website is trusted by others. 

Earning backlinks can be challenging and requires you to perform some outreach to other website owners that may be interested in adding them. If you’re unsure of where to start, a competitive analysis like the Semrush Backlink Gap tool will reveal the ones most relevant to your website. You can compare the quality of backlinks across five different domains, with referring domains listed. 

The built-in filters make it super easy to sort through all this information, and you can find your competitor’s best-performing backlinks and take note of what you’re missing. Clicking on a backlink will send you to Backlink Analytics where you can view details like where the source of the backlink is and the landing page on your competitor’s website that it’s pointing to. You can save these backlinks for later when you begin to reach out to these sources as part of your link building strategy. For more on backlink gaps, read Competitor Backlink Analysis with Semrush.

Competitive Analysis of Content in Semrush

Competitive Analysis of Content in Semrush | Joon K Lee

To get an idea of which of your competitor’s content is ranking in Google’s top 100 organic search results, you can use the Pages Report in the Organic Research tool. You will see the URLs for the pages that received the most traffic, along with the number of keywords each is ranked for, the backlinks pointing to it, and even the number of keywords from Google Ads. 

Semrush makes it convenient for you to visit each page and see what type of content your competitors are using to attract the most traffic. This can inform your own content creation topics, style, and structure. Clicking on ‘Backlinks’ will open up the Backlink Analytics interface for each specific page. Clicking on ‘Keywords’ will give a similar result. 

Unlike what you saw earlier with the full domain analysis, the competitive analysis from the Pages Report will provide data that is specific to each page. This is a great way for you to learn from your best SEO competitors and use their content strategy to supplement your own, allowing you to climb the search results pages. 

Using What You Learned From Semrush SEO Competitor Analysis

Gain an Edge Over Your Rivals With Semrush SEO Competitive Analysis 2

Performing an SEO competitor analysis would help you identify who your direct and indirect competitors are. You can see what competitors offer in terms of products or services, and by looking at the traffic that is arriving at their web pages, you can see which ones generate the most interest among their customers. If you share a similar target audience with them, this could indicate where the industry is heading and where the potential for future growth lies.

Competitive analyses also reveal the content your competitors have created, how they have structured their internal linking, how these pages are performing in keyword rankings, and what backlinks they have earned to bring even more traffic in. You can then plan out your content strategy, make lists of keywords you need to focus on, and prepare for link-building outreach programs. 

SEO competitor analysis is the way to go when attempting to rise to the top of search results so that your products or services stand out from the competition. Competitive analyses are best done with a reliable toolkit that is designed by someone with experience. When you’re ready to compete, check out the SEO Competitive Analysis Tools from Semrush. 

What is Competitive Analysis in SEO?

Competitive analysis in SEO refers to the analysis of your competitors’ websites SEO in order to evaluate and analyze the information to help direct and improve your own SEO strategy, ultimately outranking your competitors.

How to do SEO competitive analysis in Semrush?

Semrush offers an all-in-one platform for your SEO needs (and more). Besides auditing your own website SEO, Semrush enables you the ability to analyze your competitors’ SEO by:
• Identifying your competitors in Semrush Market Explorer
• Understand website visitors’ behavior through Semrush’s Traffic Analytics tool
• Identify your competitors’ organic keywords through Semrush’s Organic Research tool
• Find the keyword gaps using Semrush Keyword Opportunities
• Find the backlink gaps using Semrush Backlink Opportunities
• Understand the quality of content in the Pages Report tool within Semrush’s Organic Research