Top 17 Competitor Analysis Tools

Need help analyzing your competition to find ways to outperform them?

You’ve come to the right place.

Check out our list of the top competitor analysis tools for 2026.

How to Choose the Right Competitor Analysis Tool

With so many competitive analysis tools out there, how do you choose the right one for your needs?

Consider the following:

• Features: Which aspects of your competitor’s business are you looking to analyze? This will help you determine which features to look for.
• Ease of use: Any tool you decide on should be fairly intuitive to use. You don’t want to waste your or your team’s time on learning how to use a complicated tool.
• Customer support: Look for software solutions that offer speedy customer support across multiple channels. Ideally, you’ll want to be able to reach a company’s customer support by live chat, phone, or email.

Usually, competitor monitoring tools focus on one aspect of competitor analysis (e.g., a social media competitor analysis). But there are also solutions like Semrush that offer a suite of tools for analyzing your competition.

Below, we’ve organized our favorite tools by category.

Best AI SEO Competitor Analysis Tools

1. AI Visibility Toolkit’s Competitive Research by Semrush

Semrush’s AI Visibility Toolkit helps you see how your brand and your competitors show up across AI assistants like Google AI Overviews, AI Mode, ChatGPT, and Perplexity. It’s built to answer questions like: “Who gets mentioned more often?” and “Which prompts include my competitors but not me?”

The Competitor Research report, where you can add up to four rival domains to compare visibility side by side. The report highlights gaps in Topics & Prompts where competitors get cited and you don’t, plus questions where you both appear so you can see how your brand is positioned in the same answers.

 

For even deeper insight, the Brand Performance dashboards show share of voice, sentiment, and “narrative drivers” (the sources and questions shaping how AI talks about each brand). That makes it easier to see which publishers and topics are lifting your competitors in AI results and where you might need more coverage or better content.

What We Like

The Competitor Research report turns AI visibility into a simple benchmarking workflow: Enter your site, add competitors, and then scan the topics and prompts where you’re losing ground. You can quickly see whether rivals win on branded queries, unbranded use cases, or both, and which cited pages and sources are driving their advantage.

Pricing

The AI Visibility Toolkit is available as a standalone add-on starting at $99/month per domain. It’s also bundled with Semrush One (from around $200/month) if you want AI visibility tracking plus the full SEO and marketing toolkit in one subscription.

2. Profound

Profound is an enterprise AI visibility platform that tracks how often your brand appears in AI-generated answers across major assistants like ChatGPT, Perplexity, Claude, Gemini, Copilot, and more. It focuses on measuring share of answers and tying that visibility to real traffic and conversions.

Its Answer Engine Insights dashboard shows metrics such as visibility score, unique pages indexed, referrals from AI search, and Share of Voice (how often you’re mentioned compared to competitors). You can see where AI assistants mention your brand, which pages they cite, and which external sources they rely on when answering questions in your category.

Profound also includes Prompt Volumes, which analyzes hundreds of millions of real user prompts across answer engines. That helps you understand what people actually ask AI about your space and where competitors may be winning attention. Combined with Agent Analytics (AI crawler and traffic analytics) and workflow features for content optimization, it gives teams a full loop from “who is winning in AI answers?” to “what content do we publish or fix to catch up?”

What We Like

Profound is built for multi-engine, competitive benchmarking. Instead of just telling you whether you appear in AI answers, it surfaces how your visibility compares to others in your market, which prompts you win or lose, and which sources are lifting your rivals. The Share of Voice and visibility trend metrics make it easier to show stakeholders whether your AI optimization work is actually moving the needle.

It also connects AI visibility to outcomes by measuring referrals and conversions from AI-driven traffic. That’s useful if you want to treat AI search like a real acquisition channel instead of just another dashboard.

Pricing

Profound is positioned for larger brands and is currently offered on custom enterprise pricing. You’ll need to request a demo and work with their sales team to get a quote based on your scale and use case.

Best SEO Competitor Analysis Tools

Instead of calling out overall SEO tools, we decided to break them down by functionality so you can see which perform the best at particular tasks, like keyword performance, backlink analysis, and more.

Best Competitor Keyword Analysis Tools

3. Semrush

Semrush’s Organic Research is one of the best SEO competitor analysis tools to find out which keywords your competitors’ websites rank for and how much traffic they could be generating through those keywords.

Here’s how to get started with it:

Enter a competitor’s domain in the search box, and the tool will generate a detailed report on your competitor’s website.

The “Positions” tab shows you all the keywords the entered website ranks for.

You can then filter the keywords by a variety of criteria, including search volume, keyword difficulty, and more to find ones that meet your criteria.

Keyword Gap is a competitor keyword analysis tool that lets you uncover keywords your competitors rank for but you don’t. This allows you to find valuable terms you might be missing out on.

Compare your keyword profile against up to four competing websites and review both organic and paid search keywords.

What We Like

Organic Research allows you to see all the keywords competing websites rank for, which provides you with plenty of data to improve your own organic search strategy. It also lets you filter keywords based on a number of criteria to help you find only the most relevant keywords for your website.

We also love the “Top Opportunities” in the Keyword Gap report; they show a quick overview of the top keywords you should be targeting, which is a great resource for prioritizing your SEO and content marketing efforts.

Pricing

You can try Organic Research (with limited access) when you sign up for a free Semrush account.

Access even more data with one of the paid plans:

• Pro ($139.95/month)
• One ($199/month)
• Guru ($249.95/month)
• Business ($499.95/month)

4. SE Ranking

SE Ranking has a Competitive Research / Competitor Keyword Checker module that lets you see which keywords any domain ranks for in organic and paid search. It surfaces full keyword lists with metrics like search volume, difficulty, CPC, and the number of advertisers, plus new and lost keyword stats.

To get started, enter a competitor’s domain in Competitive Research. You’ll get a report showing their top keywords, rankings, traffic estimates, and SERP features.

From there, you can dig into shared vs. unique keywords, spot keyword gaps, and filter by metrics to find terms that are worth targeting on your own site. You can also compare multiple competitors in one view and see which pages and campaigns drive the most traffic.

What We Like

SE Ranking’s Competitive Research tool makes it easy to go from “What are they ranking for?” to a prioritized list of opportunities. The shared/unique keyword views and new vs. lost keyword stats help you quickly spot where competitors are gaining ground and where you can overtake them.

Pricing

You can try SE Ranking with a 14-day free trial that gives access to the full platform.

Paid plans with Competitive & Keyword Research included start at:

• Essential plan: $65/month
• Pro: $119/month
• Business: $259/month

Annual plans are discounted (starting around $52/month).

5. Serpstat

Serpstat’s competitor analysis tools help you find out who you’re competing with in search engine results pages (SERPs) and allows you to uncover the keywords competing websites rank for.

You can use it to see which keywords competing websites rank for but yours doesn’t. And the platform has an option to set up position tracking for your competitors’ keywords too.

Serpstat supports tracking and analysis for both organic and paid search keywords.

What We Like

Serpstat gives you the ability to compare competing websites and pages on a per-keyword basis to help you understand what it takes to rank for a specific term.

Pricing

You can use Serpstat’s free seven-day trial to test out the software.

If you’d like to continue using it after the trial period is over, you’ll need to opt for one of the paid plans:

• Individual ($59/month)
• Team ($119/month)
• Agency ($479/month)

Best Competitor Backlink Analysis Tools

6. Backlink Analytics By Semrush

Semrush’s Backlink Analytics lets you examine your competitors’ backlink profiles in detail to see the number, type, and quality of backlinks for each competing website.

You can even filter for new and lost backlinks and find websites linking to competitors that might be willing to link to you as well.

What We Like

Semrush’s Authority Score metric helps you understand the overall health of a competitor’s website, which is largely influenced by its backlink profile.

The tool also lets you evaluate the quality of individual backlinks.

Pricing

You can try the Backlink Analytics tool with a free account.

Get more access with a paid plan:

• Pro ($139.95/month)
• One ($199/month)
• Guru ($249.95/month)
• Business ($499.95/month)

7. Backlink Gap by Semrush

Semrush’s Backlink Gap is a competitor backlink analysis tool that shows you which websites are linking to your competitors but not to you. And you can use this information to create targeted link building campaigns.

After you enter your own domain, enter the domains of your competitors (up to four), and click the “Find prospects” button. You’ll then get a list of link building opportunities.

What We Like

Backlink Gap’s filtering features help you prioritize link building opportunities by narrowing down to prospects that have the highest potential of driving a positive impact for your website.

Pricing

A limited version of Backlink Gap is available for free.

To unlock full functionality, you’ll need to opt for one of Semrush’s paid plans:

• Pro ($139.95/month)
• One ($199/month)
• Guru ($249.95/month)
• Business ($499.95/month)

8. Site Explorer by Ahrefs

Ahrefs’ Site Explorer lets you review any website’s backlink profile. So you can learn how many backlinks your rivals have, which websites link to them, etc.

And you can analyze a subdomain or a specific URL.

There are also tools for things like finding a competitor’s broken backlinks, seeing which backlinks a competitor has lost, and discovering the anchor text a competitor’s backlinks use.

What We Like

Ahrefs’ backlink index gets updated every 15 minutes. So you’re able to get up-to-date information on competitors’ backlink profiles.

Pricing

You can try a limited version of Ahrefs’ Site Explorer tool for free. Paid plans provide more functionality, starting at $99/month.

Top Competitor Content Analysis Tools

9. Domain Overview by Semrush

Semrush’s Domain Overview tool lets you analyze your competitors’ domains in depth and shows you growth trends, organic and paid search traffic, and backlinks for any domain.

To use it, enter a competitor’s domain and click the “Search” button.

At the top of the first report, you’ll be able to see some key metrics related to the domain.

If you scroll down, you’ll see the domain’s traffic distribution by country. Plus traffic and keyword trends over time.

Other information available includes a breakdown of branded versus non-branded keywords, the entered domain’s top organic and paid search competitors, and a summary of the entered domain’s backlink types.

What We Like

There’s a vast amount of data available on every domain in Domain Overview’s index.

Pricing

You can try a limited version of Domain Overview with a free account.

It’s also included in the paid plans:

• Pro ($139.95/month)
• One ($199/month)
• Guru ($249.95/month)
• Business ($499.95/month)

10. Similarweb

Similarweb lets you perform a comprehensive competitive analysis of any website. Among other things, it can show you a website’s:

• Total number of monthly visitors
• Most significant traffic sources
• Top pages
• Audience demographics and geographic breakdown

These tools help you get a detailed overview of competing websites and allow you to uncover insights that you can use to improve your own performance.

What We Like

Similarweb’s Organic Competitors feature can help you uncover competing websites you didn’t even know about.

Pricing

Similarweb offers a free seven-day trial you can use to test out the platform.

Paid plans include:

• Starter ($199/month)
• Professional ($449/month)
• Team (custom pricing)
• Enterprise (custom pricing)

11. BuzzSumo

BuzzSumo is a content and social intelligence platform that shines for competitor content analysis. You can plug in any domain to see which of their articles and social posts perform best, which networks drive the most engagement, and who is amplifying their content.

From there, BuzzSumo lets you filter by topic, format, or network so you can spot patterns in your competitors’ content strategy. You can see top performing headlines and formats, track how often they publish, and identify key sharers or influencers that consistently push their content. It also offers historical data so you can analyze long term trends, seasonal spikes, and how their strategy has evolved over time.

What We Like

You can quickly see which posts got real engagement, which platforms are worth your time, and which topics or angles tend to win in your space. That makes it easy to reverse engineer a content roadmap and find gaps where you can publish something more useful or more in depth than your competitors.

Pricing

BuzzSumo has four main plans, all with a free trial. The entry level Content Creation plan starts around $199 per month when billed annually, with higher tiers for PR and comms teams, larger suites, and enterprise users that add more users, alerts, and historical data.

Top Paid Advertising Competitor Analysis Tools

12. Advertising Research by Semrush

Advertising Research is another competitor analysis tool from Semrush that shows you the ads your competitors are using, the landing pages their ads lead to, and how much your competitors are spending on paid search campaigns.

To get started with Advertising Research, enter a competitor’s domain to get a report that shows that competitor’s activity related to paid search.

To see the keywords your competitor is targeting through paid search ads, visit the “Positions” tab and scroll down to the “Paid Search Positions” section.

To check out the copy they’re using for their ads, visit the “Ads Copies” tab.

You can even get a list of the landing pages each ad leads to along with metrics related to each landing page.

What We Like

Advertising Research lets you review your competitors’ ads and landing pages to get insights that allow you to replicate what may be working for them.

Pricing

Get limited access to Advertising Research with a free account.

For more access, try a paid plan:

• Pro ($139.95/month)
• One ($199/month)
• Guru ($249.95/month)
• Business ($499.95/month)

13. SpyFu

You can use SpyFu to learn which keywords competitors are bidding on in their Google Ads campaigns.

The tool can show you how many clicks competitors are getting on their ads and how much they’re paying for each keyword.

You can use it to generate a list of keywords competitors are bidding on but you aren’t.

SpyFu can also provide suggestions for unprofitable keywords you should exclude from your campaigns.

What We Like

SpyFu’s ad database goes back to 2006, which means it can show you nearly every ad a competitor has used on Google Ads.

Pricing

You can get limited access to SpyFu for free.

They also offer the following plans:

• Basic ($39/month)
• Professional ($79/month)

14. iSpionage

iSpionage lets you find your competitors’ keywords, ads, and landing pages. It can also help you estimate their monthly spend.

The platform has data on ads for Google, Bing, and Yahoo.

It allows you to review the journey users take from acquisition to conversion. There’s also an option to set up alerts to get notified when competitors make any changes to their ads or strategies.

What We Like

iSpionage’s Keyword Effectiveness Index and Ad Effectiveness Index metrics make it easy to identify the most profitable keywords and ad copy for your campaigns.

Pricing

You can try iSpionage for free.

To make the most of the platform, opt for a paid plan:

• Starter ($59/month)
• Professional ($99/month)
• Advanced ($299/month)
• Enterprise (custom)

Top Social Media Competitor Analysis Tools

15. Social Tracker by Semrush

Semrush’s Social Tracker lets you keep track of your competition’s social media content and performance across Facebook, Instagram, X, Pinterest, and YouTube.

Plus, you can easily compare yourself alongside your rivals.

This provides you with information you can use to guide your own social media strategy.

What We Like

Social Tracker lets you perform an in-depth analysis of your competitors’ social media activity across platforms, which saves time and consolidates your research in one place.

Pricing

Social Tracker is part of Semrush Social, which starts at $29.99/month (on top of your monthly Semrush subscription).

16. Brand24

With Brand24, you can get notified anytime a competitor is mentioned on social media.

It supports mention tracking across popular social media platforms. Including Facebook, Instagram, X, LinkedIn, TikTok, and YouTube.

You can review mentions from a single location and filter them based on sentiment (positive, negative, or neutral).

There’s also the option to track each competitor’s social media reach and benchmark it against your own.

What We Like

Brand24’s intuitive mentions feed allows you to review brand mentions from a single location and act on them with a single click.

Pricing

Brand24 has a free trial you can use to test out the software for two weeks.

After the trial period is over, you’ll need to opt for one of the paid plans:

• Individual ($149/month)
• Team ($199/month)
• Pro ($299/month)
• Enterprise ($499/month)

17. Mention

Mention lets you track your competitors’ brand mentions online and allows you to measure your competition’s share of voice against yours.

The software provides you with detailed insights into your competitors’ social media content, including overall sentiment, engagement, and more.

There’s also the option to set up instant alerts and get notified when a competitor is mentioned online.

What We Like

Mention makes it possible to find brand mentions from up to two years in the past, so you won’t miss out on any important mentions of your competition.

Pricing

You can try out Mention free for 14 days.

Paid plans include these options:

• Solo ($49/month)
• Pro ($99/month)
• ProPlus ($179/month)
• Company Plan (custom pricing)

Streamline Your Competitive Analysis Process

Competitive analysis is essential to any business’s success, and the tools you use make a difference.

You may need a combination of the options we shared, but it’s possible to get access to multiple tools with platforms like Semrush.

It all comes down to doing your research and considering your needs to find out which options are right for you.