Analyze any website’s performance with Competitive Research


Need to get your web site to the highest of Google search? Properly, this difficult process is unimaginable with out aggressive analysis. It helps you perceive the market state of affairs, apply efficient search engine optimization methods, keep away from widespread errors, and eventually, create a profitable search engine optimization technique and outperform your rivals. I’ll present you the right way to make a whole and complete web site evaluation with SE Rating’s Aggressive Analysis that helps progress factors for profitable search optimization.

However earlier than that, let’s level out the primary circumstances by which you positively want aggressive analysis.

When must you conduct aggressive analysis?

There are at the least 4 conditions the place aggressive analysis is a must-do.

  • Working at a brand new consumer’s web site. You, as an search engine optimization professional, should present the consumer with a wise optimization plan. To do that, you want to conduct a radical evaluation of all the web site’s elements—analysis the primary rivals, analyze your consumer’s backlink profile, assess the web site’s search engine optimization well being, and discover the technical points. Solely this manner, it is possible for you to to evaluate the consumer’s web site efficiency correctly and construct a strong search engine optimization technique, understanding what’s working for the consumer and what areas have to be improved.
  • Monitoring new competitor’s web site. Your SERP supremacy isn’t forged in stone. Even when, yesterday, you ranked excessive on SERP for sure queries, tomorrow, a brand new participant might seem available on the market, drop you off the rating ladder, and drive your potential site visitors to their very own web site. That’s why you want to monitor rivals’ rankings usually—monitor SERP modifications in your goal queries and keep watch over the brand new gamers. It’s equally important to conduct a complete evaluation of every new web site that popped within the top-10. You’ll find concepts for enhancing your personal web site and can protect and even enhance your rankings.


Who’re your closest rivals and the way do they place themselves in search? It is time to discover out.

  • Borrowing concepts from high rivals’ web sites. If sure web sites rank excessive, it signifies that the search engine likes them, they’re effectively optimized, and lean on a very good search engine optimization technique. Then why not look nearer at such web sites, unravel the key of a rivals’ success, and construct your personal technique based mostly on sure-fire options? By analyzing their semantics, you’ll discover lacking key phrases in your search engine optimization campaigns which can be more likely to yield good outcomes. By taking a look at their advert snippets, you possibly can take one of the best concepts in your personal PPC campaigns. And by analyzing the rivals’ content material, you possibly can be aware of good references and enhance your conversion charge.
  • Constructing a powerful backlink profile. Backlinks have a direct influence in your web site’s search engine optimization, since each backlink will increase the location’s worth within the eyes of Google. The search engine takes backlinks as proof that your content material is effective. An essential factor to keep in mind is that the standard of hyperlinks issues far more than the amount. How are you going to make certain that a web site you hope to get a backlink from is an effective wager? How are you going to perceive the worth of each potential backlink? That is the place Aggressive Analysis turns out to be useful. With its assist, you possibly can rating any backlink prospect and make data-driven choices.

SE Rating’s Aggressive Analysis gives native and world knowledge on domains in a couple of clicks. By utilizing this feature-rich instrument, you possibly can conduct a complete web site efficiency evaluation. You’ll additionally want SE Rating’s search engine Rank Tracker, Backlink Checker and Web site Audit to realize deeper insights. Comply with me to discover ways to analyze any web site from head to toe in 5 steps. 

1. Getting a chook’s-eye view of the web site’s efficiency

Whichever web site you analyze—your personal, your consumer’s, or a competitor’s one—very first thing you want to see is the massive image. It’s important to evaluate web site worth at a look and analyze the fundamental metrics that matter essentially the most to the location’s success. 

Let’s do it with SE Rating’s Aggressive Analysis—merely paste the web site’s URL into the search field and select the area. Then press the Analyze button.

SE Ranking’s tool Competitive Research

On the primary dashboard, you’ll get important parameters similar to:

  • Web site’s area authority (Area and Web page Belief high quality rating)
  • The variety of referring domains and backlinks
  • The amount of natural and paid site visitors
  • The variety of key phrases the web site ranks for to realize that site visitors numbers
  • The estimated site visitors price the analyzed web site would get by concentrating on each found key phrase 
  • Its month-to-month price range for the PPC marketing campaign—if a web site invests in paid promoting, it means the trade is a profitable one, and at the least a few of the key phrases are likely to convert effectively
Competitive Research dashboard

This abstract knowledge offers you a basic thought of how effectively the location is performing.

Furthermore, you possibly can instantly be taught the place web site site visitors comes from. Within the screenshot above, you possibly can see that we’ve chosen to investigate web site stats worldwide, which provides us the concept of how all the location’s promotional efforts repay. Subsequent to the worldwide key stats, you possibly can see the identical knowledge for the location’s main markets—the US, the UK, and Columbia. However you possibly can dive even deeper. 

Proper under the important thing metrics, you’ll discover the Visitors distribution by nation graph. With its assist, you possibly can establish the geography of the web site’s natural and paid site visitors. Simply check out the left-hand facet of the screenshot under. You will notice the site visitors share, site visitors quantity, and the overall variety of key phrases for all the highest international locations or continents that drive site visitors to the location. You’ll be able to click on any quantity to additional examine any focal point.

Traffic distribution by country at SE Ranking

Pay particular consideration to the graphs on the right-hand facet. With their assist, you possibly can analyze how the variety of web site guests, key phrases, and backlinks developed. Within the excellent case state of affairs, the curves must be steadily rising. There’s all the time a narrative behind all of the spikes and drops—a profitable promotional marketing campaign that led to a surge in site visitors and backlinks, or quite the opposite, it could possibly be a few web site shedding its rankings after a serious algorithm replace or getting a guide penalty.

Relying in your objectives, you could or might not wish to fastidiously examine the story behind each spike and drop. The subsequent chapter accommodates detailed directions on how one can analyze historic knowledge. If this isn’t your focal point, soar straight to the next chapter on analyzing web site key phrases with aggressive analysis.

2. Diving deep into world historic knowledge

Historic knowledge makes it doable to see the explanations behind the rating dynamic and perceive what might have precipitated positions and site visitors spikes and drops. Analyzing knowledge for the present month alone simply received’t do the trick. So, let’s take a look at how one can return in time step-by-step.

Step 1. By trying on the graph with the site visitors modifications curve, we will perceive when there was a sudden drop in web site site visitors. Let’s take September 2020 for example.

Graph with the traffic changes curve at SE Ranking

Export this knowledge in Excel or CSV to delve extra deeply into the info evaluation.

Export data in Excel or CSV at SE Ranking

Step 2. To grasp which efficiency share spikes and drops account for, apply this method:

Title of the road/title of the earlier line – 1 

For instance, B50/B49 – 1

You’ll get the distinction within the relative worth between the present and the earlier month.

The identical method must be utilized for all of the values—site visitors, variety of backlinks, and key phrases.

Ranking data in Excel

Now we see that the site visitors drop in September 2020 is 12.32%, in comparison with August 2020. Why did that occur? Proper within the spreadsheet, we will discover the reply—natural key phrases are down by 5%, new backlinks by virtually 16%, and backlinks by 10%. These are backlinks and key phrases that immediately have an effect on how a lot site visitors a web site will get.

Traffic data in Excel

Step 3. We will additionally learn the way a lot web site efficiency has dropped in absolute quantities. To take action, choose the mandatory month and 12 months on the primary dashboard. In our case, it’s September 2020.

How much site performance has dropped in absolute amounts

Step 4. For a extra detailed evaluation, let’s delve into the Key phrase report.

Keyword report at SE Ranking

Go to Rating Modifications and take a look at the checklist of decreased key phrases. Filter the key phrases by positions from 1 to twenty to see which ones have dropped out of the highest that drives essentially the most site visitors to the web site.

Ranking Changes at SE Ranking

You’ll get an inventory of key phrases which have misplaced their greatest positions. For instance, the URL has moved from the primary SERP web page to the second. A purple quantity with an arrow pointing down exhibits what number of positions down the location has moved. To raised visualize rating fluctuations and to see who outranked you, transfer on to step 5.

Step 5. Click on on one of many high-volume key phrases and go to Natural SERP Historical past.

Organic SERP History at SE Ranking

Within the desk, you possibly can see how a lot the web site has misplaced its rankings. Take a look at the screenshot under—the URL of misplaced 6 positions, and moved from the primary to the second SERP web page. Based on analysis, solely 25% of customers go to the second web page of search outcomes. Which means 75% of customers follow the primary SERP web page.

How much the website has lost its rankings

We will conclude that the site visitors dropped as a result of the web site misplaced its positions on high-frequency key phrases.

Step 6. To carry out a whole evaluation, go to the web page that misplaced its rankings and analyze it—examine 2 completely different variations. To view the previous model of the web page, go to

You might discover modifications in content material or web page construction that might result in a search rating drop. Or perhaps the rating drop was brought on by Google’s algorithm replace—the search engine might have reevaluated all of the competing pages and determined to reward your rivals, which, sadly, meant that your web page misplaced traction. 

Within the case of much less drastic rating drops, it could possibly be that Google isn’t the one responsible. Your rivals might have invested their efforts into on-page optimization and ultimately managed to outrank your web page.

With historic knowledge, you possibly can carry out an in-depth evaluation of web site efficiency, discover issues in search promotion, and regulate your optimization technique.

3. Analyzing web site’s key phrase checklist and high pages

Let’s transfer again to the primary dashboard, the place we will discover out the checklist of web site key phrases and the Distribution of the natural key phrase rankings chart. This knowledge exhibits us how effectively the web site is usually performing in SERP and permits us to grasp what key phrases carry a lion’s share of site visitors to the web site.

The list of website keywords and the Distribution of the organic keyword rankings chart

Within the detailed report, you will note an inventory of web site key phrases with completely different parameters:

  • Present place of the key phrase within the search (new key phrases and people whose positions grew or dropped are marked with particular symbols)
  • Web site URL that ranks for that key phrase
  • Problem
  • Search quantity
  • Search intent
  • SERP options which can be displayed for the analyzed key phrase
List of website keywords with different parameters at SE Ranking

Right here, you’ll find all key phrases a web site ranks for. 

Relying in your objectives, you should use key phrase knowledge to:

Most web sites rank for hundreds of key phrases, and reviewing each single one among them is near unimaginable and doesn’t actually make any sense. As an alternative, pay particular consideration to essentially the most outstanding ones. To find out them, use filters.

How to filter keywords by difficulty and the search volume

To start with, filter key phrases by issue. This metric assesses how tough it is going to be to get every search question ranked within the high 10 search outcomes. Set the worth from 0 to 50. In consequence, you’ll get an inventory of key phrases, offering a greater likelihood to climb to the highest of Google.

Then filter the key phrases by the search quantity. This may assist you to do away with the queries, which don’t present site visitors to the web site. The precise worth you set is determined by the trade—in some circumstances, solely key phrases with search quantity above 10,000 shall be price learning, whereas in different niches, a search quantity of 500 shall be thought-about excessive.   

Subsequent, type the checklist by key phrase rankings in order that key phrases with the very best positions are displayed on the highest.

List of website keywords

Now, you could have an inventory of key phrases that drive justifiable share site visitors to the web site.

You may also take a look at the web site’s high pages and subdomains in natural search. This may assist you to perceive which ones drive essentially the most site visitors. Go to those pages and assess their content material to see what attracts the guests and engines like google.

Website's top pages and subdomains in organic search

Launching PPC campaigns is commonly an integral a part of any web site promotion. When you run PPC advertisements, you possibly can uncover PPC insights within the Paid Visitors Analysis part.

Ads History in SE Ranking

The Advertisements Historical past tab gives knowledge on the web site’s most worthwhile advertisements. Right here you’ll find out which key phrases your competitors focused of their campaigns and uncover the advertisements that labored greatest for them. The insights you achieve from this information may also help you construct even higher advertisements in your personal marketing campaign.

4. Evaluating your backlink profile

As we talked about above, backlinks are the cornerstone of any search engine optimization technique. They’re type of a sign to engines like google that others vouch in your content material.

SE Rating’s competitor finder instrument might be your place to begin for conducting an in depth evaluation of any web site’s backlinks. Click on the variety of backlinks on the Aggressive Analysis dashboard to get an in depth report.

The number of backlinks on the Competitive Research dashboard

You’ll be redirected to SE Rating’s Backlink Checker. This complicated instrument will offer you all the info you want to get a transparent image of the location’s backlink profile. 


Test which domains hyperlink out to any web site and get concepts for enhancing your backlink profile.

On the primary dashboard, you’ll see the Area Belief rating, the overall variety of referring domains and backlinks, and the ratio between dofollow/nofollow hyperlinks. All of the metrics are clickable.

SE Ranking’s Backlink Checker

Right here, you possibly can analyze the dynamics of the location gaining backlinks and referring domains.

Dynamics of the site gaining backlinks and referring domains at SE Ranking

Ideally, their quantity ought to develop every month. Don’t forget concerning the high quality of referring domains. In any case, the extra authoritative the web site is, the extra invaluable it brings to your web site. 

Backlink Checker gives detailed experiences on each backlinks and referring domains. We suggest specializing in the latter, since distinctive referring domains contribute far more to web site’s success than dozens of hyperlinks pointing to a web site from one and the identical area.

List of referring domains at SE Ranking

You’ll be able to all the time spy on profitable competitors to see what referring domains they get hyperlinks from. This knowledge can be utilized for locating good alternatives for visitor posting, and on the whole, for constructing a wholesome backlink profile that may assist you to rank higher. Get inspiration from rivals!

List of competitor's backlinks at SE Ranking

If you wish to discover extra untapped backlink alternatives, attempt the Backlink Hole Analyzer. This instrument discovers any domains and URLs which can be already linking to your rivals however to not your web site. It additionally finds the backlinks you could have in widespread.

By coming into each your area and the URL of your competitor’s web site, you’ll see an in depth checklist of potential donor web sites that received’t thoughts linking out to your pages. This desk gives knowledge on the Area Belief rating so you possibly can instantly decide the web site’s high quality. Make the most of the Backlinks part to view examples of content material containing hyperlinks to your rivals.

SE Ranking's Backlink Gap Analyzer

5. Assess the web site’s search engine optimization well being and repair points

When enhancing your backlink profile and dealing with key phrases, you shouldn’t neglect concerning the foundation: technical search engine optimization additionally performs an enormous half in web site efficiency.

Technical optimization helps to cut back pointless bot exercise whereas scanning your web site. Along with making life simpler for crawlers, technical optimization makes the web site extra handy for customers.

Discovering and fixing points on the web site will assist enhance your rankings. The principle factor is to grasp what and the place to repair. That is when one other SE Rating instrument—Web site Audit—comes into play.

Within the Overview part, you will note a web site’s well being rating, Core Net Vitals metrics, top-5 web site points, and extra. This essential dashboard offers you an total image of the web site’s search engine optimization well being.

SE Ranking tool Website Audit

To dive deeper into the evaluation of the web site’s technical points, go to the Difficulty report. Right here, you’ll discover all issues divided by classes:

  • Web site Safety
  • Crawling
  • Duplicate Content material
  • HTTP Standing Code
  • Web site Pace
  • Textual Content material
  • Redirects
  • Inside & Exterior Hyperlinks
  • JavaScript
  • CSS and so on.
Issue report at SE ranking

Along with concern descriptions, you’ll discover easy-to-follow fast fixes. That’s, the instrument won’t solely level out the web site issues but in addition assist to repair every of them in order that your web site can rank even greater.

Get essentially the most out of SE Rating’s Aggressive Analysis

With out common complete evaluation of such essential web site elements as key phrases, backlinks, rating dynamics, and web site well being, it’s unimaginable to realize success in search engine optimization.

SE Rating is an all-in-one search engine optimization software program, with 30+ instruments by way of which you are able to do an in-depth evaluation of any web site efficiency and skyrocket your rankings. One in all SE Rating’s instruments, Aggressive Analysis, offers you invaluable insights into the web site’s audience, key phrase rankings, backlink profile, historic knowledge, and a lot extra.

Strive it. Be part of the rising 800K SE Rating neighborhood.


What’s aggressive analysis?

Aggressive analysis is the method of gathering and analyzing knowledge in your rivals. This entails learning your rivals’ strengths, weaknesses, advertising and marketing efforts, and buyer engagement to enhance your personal enterprise methods and keep forward out there.

Methods to analysis your competitors?

To analysis your competitors, comply with these steps:

Analyze their on-line presence.
Monitor their advertising and marketing and promoting efforts.
Analyze web site key phrases and high pages.
Consider their backlink profile.
Keep updated with trade information and developments.
Audit the web site’s search engine optimization well being.

Why is aggressive analysis essential for my enterprise?

To grasp the aggressive panorama in your trade and uncover alternatives to enhance your personal enterprise, it’s essential to establish methods utilized by your rivals. This may assist you to achieve insights into what works and what doesn’t in your market, and benchmark your efficiency towards your rivals. It additionally helps you make knowledgeable choices about your small business methods so you possibly can keep aggressive.

Why ought to I analyze my web site with SE Rating?

Analyzing your web site with SE Rating can present invaluable insights into its search engine optimization efficiency, establish areas for enchancment, and assist you to optimize your web site to rank greater in search engine outcomes. It might additionally assist you to entice extra natural site visitors and enhance your on-line visibility.

How can SE Rating assist me analyze my web site?

SE Rating gives a variety of instruments and options for web site evaluation, together with an search engine optimization audit, backlink evaluation, key phrase analysis, competitor evaluation, and extra. These instruments provide you with insights into varied elements of your web site’s efficiency, together with its on-page parameters, backlink profile, key phrase rankings, and total visibility in search outcomes.

Can SE Rating assist me analyze my rivals’ web sites?

Sure, SE Rating’s competitor evaluation instrument permits you to examine your web site’s efficiency with that of your rivals. You’ll be able to monitor their key phrase rankings, backlink profiles, on-page search engine optimization, and different metrics to realize insights into their search engine optimization methods and establish alternatives for enchancment.


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