Competitive Research Toolkit

Discover SEMrush's tools that will help you, analyze your online competition
and inform your marketing strategy

Domain Overview

  • Get a bird's-eye view of your competitors' online presence
  • Analyze their performance on desktop and mobile devices
  • Explore organic and paid keywords, backlinks and ads

Traffic Analytics

  • Identify your competitors' main traffic sources
  • Get estimates on user behavior metrics
  • Uncover their top referring websites


  • Benchmark competitors against each other
  • Compare traffic and keyword portfolios
  • Analyze up to 5 competitors at a time
  • Export charts to present your research

Organic Research

  • Detect your main competitors in organic search results
  • Explore their keyword strategies
  • Discover if and how your competitors appear in SERP features

Backlink Analytics

  • Get in-depth analysis of your competitors' backlinks
  • Explore referring domains, IPs, and TLD distribution
  • Identify link building opportunities by monitoring your rivals’ lost links

Advertising Research

  • Reveal your main paid search competitors
  • See the keywords they are bidding on
  • Study examples of their live ads

Display Advertising

  • Find ideas for your campaigns, both on desktop and mobile
  • Analyze the texts and banners your competitors are using
  • Discover the biggest publishers in your niche

PLA Research

  • Uncover your biggest competitors in Google Shopping
  • Analyze how they advertise and price their products
  • See which keywords trigger their products to show up in Google Shopping results

Backlink Gap

  • Find websites linking to your competitors but not you
  • Quickly evaluate these websites' authority
  • Export results in one click

Keyword Gap

  • Uncover keyword opportunities to skyrocket your ROI
  • Identify keywords targeted by your competitors but not you
  • Find keywords for SEO, AdWords and PLA campaigns