Research a competitor's domain

Look up what a competitor's domain ranks for, save its keywords, and see which of its pages bring it traffic.

Competitors shows what any domain ranks for in Google. Select Analysis > Research in the sidebar, then the Competitors tab.

The tab opens on Your competitors, the list of domains your workspace has looked up. Opening the list or a competitor in it is free. It shows results you already fetched. These buttons fetch new data, and each press is a paid lookup:

Look up in the lookup dialog
Refresh on a competitor's page
Load top pages
Keywords on a row of Top pages

To see who links to your own site, see Check your backlinks.

Your competitors

Your competitors lists each domain you've looked up, with the number of domains next to the heading. A domain looked up in two markets shows once per market, with its newest lookup.

Domain: the competitor site you looked up.
Market: the location and language the numbers are for.
Est. traffic: estimated monthly visits the domain gets from organic search in this market.
Keywords: how many keywords the domain ranks for on Google in this market.
Checked: when the lookup ran.

Select a column header to sort by it. Point at the info icon next to a header to see what it means. Select a row to open that competitor.

Until you look one up, the tab shows "See what competitors rank for" and a Look up a competitor button.

Look up a competitor

Select Look up a competitor at the top right.
Enter a domain like example.com in Domain, or paste a URL. The line under the box shows the domain Mark will look up.
Keep or change Location and Language.
Select Look up.

More options holds two optional fields. Rank by sorts the keywords by Traffic, Search volume, or Position. Keyword contains keeps only keywords with that word in them.

When the lookup finishes, the competitor's page opens and the domain joins Your competitors.

Read a competitor's page

The top of the page shows the domain and its market, and "Checked" with the date of the lookup. The data refreshes weekly. Select Refresh to run the same lookup again. Select ← Competitors to go back to the list.

Three cards sit at the top:

Estimated organic traffic: estimated visits per month from Google.
Organic keywords: how many keywords the domain ranks for, with counts of new, lost, up, and down.
Position spread: a bar chart of ranked keywords by Google position, so it shows how many rank near the top and how many sit further down.

Below the cards are two tabs: Keywords and Top pages.

Keywords

Keywords lists up to 100 of the domain's ranked keywords:

Position is where the domain ranks in Google for the keyword.
Volume is how many people search for the keyword each month.
Difficulty is how hard it is to reach the top 10, from 0 to 100. Under 30 is easy, 70 and up is hard. The score is colored to match.
Traffic is the estimated monthly visits this ranking brings the domain.
URL is the domain's page that ranks.

Select a column header to sort by it. Type in Filter keywords to narrow the list. The line above the table shows "Showing" with how many of the keywords match.

Save keywords

Rows already saved for the competitor's market show a Saved badge.

Select the box next to each keyword you want, or the box above the table to select all.
Select Save to your keywords in the bar at the bottom.

A line confirms how many were newly saved and how many were already saved. Find them under Research > Keywords > Your keywords, where new ones show Competitor lookup as their source.

Top pages

Top pages lists the domain's pages by estimated traffic. It starts empty.

Optionally enter part of a URL in URL contains, like /blog, to see only matching pages.
Select Load top pages.

Each page shows Est. traffic and Ranked keywords, the number of keywords it ranks for. Select a column header to sort. Type in URL contains above the table to narrow the pages already loaded.

Each row has two buttons:

Show in table switches to Keywords and shows only that page's keywords from the top 100. It's free. Select Show all to see every keyword again.
Keywords looks up that page's own ranked keywords and opens them in a panel, by traffic. Rows already saved show Saved.