19 Competitor Analysis Tools to Stalk Your Competition in 2024!

Competitor analysis tools can give you the edge if you want to stay ahead.

Conducting a competitor analysis helps uncover your competition’s strategies, strengths, and weaknesses so you can fill gaps and seize opportunities.

However, with so many options on the market, selecting competitive analysis tools can take time and effort. 😩

Not to worry, though. 

We’ve compiled a list of 19 leading competitor analysis tools that give you insights into everything from your competition’s SEO strategies to their social media performance.

Dig in!

What can you do with competitor analysis tools?

A ton. 

1. Social media competitive analysis and monitoring: You can see what your direct competitors post and which social media content resonates with their audience. This lets you tailor your social media strategy for better results.

2. SEO analysis: These tools enable you to uncover your competitors’ SEO marketing strategy. This lets you see the keywords they target, website traffic sources, and even backlinks, empowering you to optimize your website for higher search engine rankings.

3. Direct marketing: You can also gain competitive insight into key elements of your competitors’ digital marketing strategy, including content marketing, email campaigns, ad strategies, etc. The next step would be to compare their approach, offers, email subject lines, and campaign keywords with yours and refine your approach where necessary.

4. Competitor intelligence: You can get a complete picture of the competition’s high-level strategy, including product offerings, pricing, brand messaging, and customer reviews. This competitive intel helps you identify their strengths and weaknesses, allowing you to develop a winning social media marketing strategy.

What to look for in a competitor analysis tool?

1. User-friendliness: An excellent competitor analysis tool should be easy to navigate, even if you're not a tech whiz. Look for clear dashboards and intuitive interfaces that make finding the information you need simple.

2. “Big-picture” data: The best competitor analysis tools offer a holistic view of your competitors, including social media engagement, SEO performance, and more. This allows you to understand their entire strategy, not just individual tactics.

3. Integrations: Does the tool connect with other platforms you use, like social media monitoring software or email marketing tools? Integrations can streamline your workflow and save you time, so choose competitor analysis tools that support the integrations you need for your daily workflow.

4. Pricing: Competitor analysis tools come at various price points. Consider your budget and the features most relevant to your needs, and then choose the tool that gives you the most bang for your buck. Some even offer free trials, so you can test them before committing.

5. Support and Training: Reliable support and training resources ensure you get the best out of your competitor analysis tools. So look for options with a solid customer support team and an extensive knowledge base with guides, tutorials, etc.

Top picks for competitor analysis tools

1. Sprout Social

With a customer base that includes HP, Canva, and Eventbrite, Sprout Social is an industry-leading all-in-one social media management tool.

In terms of competitor analysis, Sprout lets you understand your competitors’ social media performance.

You can track your competitors’ content and performance using engagement metrics to see what works and gaps you can fill.

With AI-driven capabilities to measure competitors’ share of voice and analyze trends, customer sentiments, and behaviors, you can tell how much influence they have and how their target audience perceives them and reacts to their content.

Best For

• Social media competitor analysis

Features

• Audience analysis
• Competitor comparison: see industry gaps, track share of voice and customer engagement
• Social listening
• Advanced marketing analytics
• Benchmarking
• Integrations: Tiktok, Instagram, Facebook, etc

Pricing

• 30-day free trial
• Standard: $249/seat/month
• Professional: $399/seat/month
• Advanced: $499/seat/month
• Enterprise: contact sales

If billed annually, you can save up to 25% on the Standard — Advanced plans.

2. Majestic

With Majestic as one of your competitor analysis tools, you’ll live in a world where you can see the websites directing traffic to yours and your competitor’s websites.

The SEO analysis tool specializes in uncovering backlinks for your website and competitors. 

With insights into your competitors’ backlink sources, you can understand their link-building strategies and identify potential link-building opportunities for your website.

This way, you can improve your website’s authority and ranking on search result pages.

Best For

• SEO and backlink analysis

Features

• Comprehensive backlink checker: new and lost backlinks, related sites, anchor text, link context, and more
• Referring domains checker 
• Backlink Campaigns for grouping and tracking important websites
• Keyword generator
• Keyword checker 
• PDF reports

Pricing

• Lite: $49.99/month ($499.99 when billed annually)
• Pro: $99.99/month ($999.99 when billed annually)
• API: $399.99/month ($3,999.90 when billed annually)

3. Crayon

Crayon is an AI-powered competitive intelligence platform that tracks your competitors and alerts you to relevant intel about them.

Its primary goal is to gather information about your competitors from various sources across the web. 

It examines everything, including website changes, news articles, pricing updates, and customer reviews, and sorts, prioritizes, and presents it in an easy-to-understand way, giving your sales team the information they need to win more deals.

Best For

• Sales-focused competitive analysis and research

Features

• Daily competitive insights delivered into your inbox
• AI news summarization
• Tools for distributing insights to teammates on Slack, Teams, Salesforce, and other platforms
• Battlecards: cards with bit-sized insights for sales reps 
• Competitive Intelligence ROI tracker: battlecard usage, competitive win rate, influenced revenue, and more
• Integrations: HubSpot, Slack, Freshworks, and more 

Pricing

• Custom-based

4. Semrush

Think of Semrush as the Swiss Army Knife for digital competitive analysis.

Trusted by 30% of Fortune 500 companies, Semrush is primarily an SEO research tool, but it gives you insights into your competitors’ dealings online and how they are doing across advertising, social media, search, and more. 

You can analyze the competition’s SEO and content marketing strategy, find keyword and backlink gaps to fill, and even view vital market data about other players in your space.

Best For

• Full-scale digital competitor analysis

Features

• Competitor website traffic analytics
• Organic research tool for uncovering organic search competitors
• Keyword gap finder
• Competitor ad research tool
• Social media competitor analysis and tracker
• Market explorer for discovering market size, key players, and their online market share
• Competitor backlink analytics
• Local SEO tools
• PDF reports

Pricing

• 7-day free trial
• Pro: $129.95/month
• Guru: $249.95/month
• Business: $499.95/month
• Custom plan 

Save up to 17% on Pro — Business plans when billed annually.

5. ClickUp

While ClickUp is primarily known for its project management prowess, its powerful organization and collaboration features can be surprisingly helpful for competitor analysis. 

Consider it a central hub where you can gather competitor research and competitive analysis, dissect their marketing strategies, and track their latest moves while collaborating with your team in real-time.

Best For

• Competitor research organization and visualization

Features

• ClickUp Whiteboards for analyzing competitor strategies (includes sticky notes, mind maps, pen, and more)
• ClickUp Docs for storing competitor research docs, data, and more
• Competitive analysis template
• ClickUp AI to summarize competitor research, generate ideas and plans
• Goals: for setting goals based on competitor benchmarks
• Collaboration tools to share findings with teammates

Pricing

• Free plan
• Unlimited: $10/month
• Business: $19/month
• Enterprise: custom pricing

Get 30% off the Unlimited and Business plans when billed annually.

6. Surfer SEO

Surfer SEO focuses on helping you create content in multiple languages that are optimized to outrank your competitors.

It offers keyword suggestions, insights on content structure, optimal word count, readability, and other factors to ensure you can create content that outshines the rest.

The cherry on top is that you can use AI to quickly generate optimized and humanized content instead of writing articles from scratch.

Best For

• Content optimization

Features

• Surfer AI writer to generate content optimized for humans and SERPs
• Content Editor with data-driven edit suggestions to optimize your content
• Content score that shows how search engine optimization for your content 
• Auto content optimization tool
• SEO keyword research tool
• Internal linking tool: automatically scans your domain and includes relevant internal links in your article
• Outline Builder

Pricing

• Free 7-day trial
• Essential: $89/month ($69 when billed annually)
• Scale: $129/month ($99 when billed annually)
• Scale AI: $219/month ($179 when billed annually)
• Enterprise: custom quote 

7. Owletter

Owletter offers something different from the other tools we’ve examined. It lets you capture, store, and analyze competitors’ emails sent from their websites to their mailing lists. 

You set the websites you want to monitor. Owletter then takes screenshots of emails from that website as they go out, stores them, and analyzes them.

It also alerts you about any email that’s important to you. This way, you can learn about your competitor’s email marketing strategy and draw insights and inspiration for your winning campaigns.

Best For

• Competitor email marketing analysis

Features

• Competitor email monitoring
• Competitor email storage
• Bookmark feature
• Email alerts for emails that contain terms you’re monitoring
• Trends and analysis: email frequency, etc

Pricing

• 14-day free trial for all plans
• Starter: $19/month
• Pro: $39/month
• Unlimited: $79/month

You get two months free when billed annually.

8. Phlanx

Are you interested in finding out how well your competitors engage their audience on social media?

Phlanx has you covered. The platform is primarily for connecting with influencers and determining the authenticity of their reach and influence, but it also offers tools for tracking competitors’ social media performance. 

A user engagement calculator lets you see how well your competitors’ followers on Facebook, Instagram, X, TikTok, and YouTube interact with their content.

It does this by comparing their followers with the digital engagement their content gets. You can also track brand mentions and overall performance.

Best For

• Social media competitive analysis and tracking

Features

• Brand mentions tracker (yours and competitors)
• Engagement calculator
• Social media competitor analysis
• Influencer marketing directory
• Contract generator
• Social media account auditor

Pricing

• 30-day free trial
• Basic: $49/month
• Premium: $70/month
• Business: $100/month

You get three months free when billed annually.

9. SpyFu

SpyFu is your go-to tool for getting insights into your competitors’ search marketing efforts.

It lets you see what competitors are doing to rank on SERPs and how they are running their pay-per-click campaigns.

SpyFu gathers historical data from competitor websites and search engines. It analyzes this information and presents it in an easy-to-understand format.

You can see things like what keywords competitors are paying for in ads, their organic keyword rankings, and even how their SE rankings have changed over time.

Best For

• PPC analysis

Features

• SEO marketing tool suite: competitor analysis, rank tracking, keyword research, backlink builder, traffic analysis, domain comparison
• PPC competitor analysis: find competitor keywords, see their ads and ad campaign history, find competitor keywords you haven’t bought, etc.
• Project management tool: keyword grouping, backlink outreach, etc
• Reports

Pricing

• Basic: $39/month
• Professional: $79/month

You can save up to 30% when billed annually.

10. Wappalyzer

If you’re itching to look under your competitors’ hood to see the tech powering their websites, then you should turn to Wappalyzer.

It can instantly unveil the tech stack behind your competitors’ websites so you can draw inspiration from their tech choices.

Here's the lowdown on how Wappalyzer works: it scans a website and identifies the various technologies used to build and run it.

This can include things like the Content Management System (CMS), ecommerce platform, analytics tools, and more. Wappalyzer then presents this information clearly and concisely.

Best For

• Competitor tech stack analysis

Features

• Competitor website tech stack analysis
• Competitor website tech stack change alert
• Create lead lists based on tech stacks used by companies
• Email verification tool
• Keyword search to find websites that use specific keywords
• Browser extension and integrations

Pricing

• Free trial with limited access
• Pro: $250/month
• Business: $450/month
• Enterprise: $850/month

Get two months free when billed annually.

11. iSpionage

iSpionage is another competitor analysis tool focusing on your rivals’ SEO and search engine marketing efforts.

It gathers data on your competitors’ websites and online advertising.

This way, iSpionage lets you see what keywords competitors rank for organically in search results, the keywords they are bidding on for their Google ads, and the landing pages competitors use for their PPC campaigns.

You also see historical ranking trends for keywords over time and estimated ad spend and clicks for competitor campaigns.

Best For

• SEO and SEM analysis

Features

• AdWords competitor keyword research tool: get access to competitor SEO and PPC data, see their monthly budget, and compelling ad copy
• SEO rank tracker: competitive rank tracking, keyword grouping, page performance, etc
• Competitive intelligence platform for SEM: email alerts with competitor marketing activity, users’ journey report, competitor PPC A/B test surveillance, etc.
• Landing pages of top advertisers in your industry

Pricing

• Starter: $59/month
• Professional: $99/month
• Business: $299/month

Save up to 15% with annual plans.

12. Social Blade

SocialBlade is another tool for analyzing your competitors' social media performance.

It tracks and analyzes social media statistics for platforms including YouTube, Twitch, Twitter, Instagram, and TikTok.

You can even place multiple brands side by side and see how they compare regarding follower/subscriber count, follower growth, and other factors. 

Best For

• Competitor social media performance tracker

Features

• Database of competitor social media analytics
• Live social media follower count update

Pricing

• Free 
• Bronze: $3.99/month
• Silver: $9.99/month
• Gold: $39.99/month
• Platinum: $99.99/month

Save money with an annual subscription.

13. Kompyte

Think of Kompyte as your tool for multi-channel competitor tracking. It stays abreast of your competitors’ digital marketing efforts and funnel insights on their website, social media marketing efforts, ad campaigns, and more to you.

With the help of AI, you can sort and filter competitor updates for the most important ones. Then, place such insights at your salespeople’s fingertips using battle cards so they can quickly close deals and handle objections.

Best For

• Competitive intelligence

Features

• Real-time competitive intelligence from websites, reviews, content, social media ads, job postings, etc
• AI summaries of competitive analysis
• Battle cards containing insights about any competitor for your salespeople
• Data on the impact of your competitor research initiatives
• Integrations: HubSpot, Slack, Salesforce, etc

Pricing

• Delivered on demand

14. Similarweb

Similarweb is the home of digital data involving your assets, operations, customers, and competitors.

For competitive analysis, it lets you assess your competitors based on critical traffic and website visit metrics such as daily visits, traffic sources, visit duration, and bounce rate.

Think of it like Google Analytics on steroids but also for your competitors. 

You can spot industry leaders based on traffic share, compare competitors side by side to see their digital marketing performance, get insights on keywords, and more.

Beyond this, it offers several add-ons around market, search, and app intelligence. 

Best For

• Competitive intelligence 

Features

• Website traffic checker
• Site ranker
• Competitor website analysis and traffic trends
• Competitor website traffic sources (channels and countries) 

Pricing

• 7-day free trial
• Starter: $149/month ($125/month billed annually)
• Professional: $399/month ($333/month billed annually)
• Team: custom quote
• Enterprise: custom quote

15. MozBar

MozBar is a free browser extension by Moz that provides on-demand SEO metrics right at your fingertips.

It provides insights regarding competitors’ websites, such as page authority, domain authority, and backlinks. 

Although MozBar provides surface-level insights, they can still help streamline your SEO workflow, identify optimization opportunities, and stay ahead of the competition.

Best For

• Competitive analysis of search performance

Features

• Custom searches
• SERP analysis
• Link metrics
• On-page SEO elements viewer
• On-page link highlighter
• Page and domain authority scores
• Data export
• Keyword difficulty

Pricing

• Free
• 30-day free trial for MozPro
• Standard: $99/month
• Medium: $179/month
• Large: $299/month
• Premium: $599/month

Save 20% with annual plans.

16. Owler

For marketing and sales teams on a budget, Owler is a life-saver. It’s a market research tool with real-time company research and insights.

It offers company profiles featuring everything from funding amounts and revenues to employee counts and news.

You can set alerts to track news about selected competitors.

You also gain valuable insights into industry trends, which can help you understand your industry and direct and indirect competitors.

Best For

• Competitor monitoring and profiling

Features

• List of direct and indirect competitors
• Accurate private and public company data: revenue, funding history, employee count, etc
• Alerts for news about competitors
• Filters for targeted search: filter database by revenue, location, sector, etc

Pricing

• Community: free
• Pro: $39/month (billed annually)
• Max: custom pricing

17. BuzzSumo

BuzzSumo is a one-stop shop for analyzing content performance across social media and search engines.

It allows you to research trending topics like Google trends, discover high-performing content, and identify influencers in your niche.

In terms of competitor research, it lets you track brand mentions online. You can also see detailed reports of competitors’ content performance, find and analyze their most shared content, or even see how they are doing on social media, which can help with your content marketing strategy.

Best For

• Content research and competitor content analysis

Features

• Content idea generator: see evergreen and trending ideas, high-demand keywords, top questions asked on forums, etc
• Content research tool: find actionable insights from 8 billion articles, see competitors' top content
• Backlinks tracker: see the websites linking to competitors’ websites
• Monitoring tools: set alerts for specific topics, keywords, mentions of your brand and competitors
• Competitor Facebook page analyzer

Pricing

• 30-day free trial
• Content Creation: $199/month
• PR and Comms: $299/month
• Suite: $499/month
• Enterprise: $999/month

Save 20% when you pay annually.

18. Ahrefs

Ahrefs is the industry gold standard SEO tool (SEO checkers). The all-in-one SEO software suite is designed to help you improve your website’s search engine ranking and visibility.

It provides everything you need to do this — from tools for looking at your content to those for finding out what your competitors are doing.

In terms of competitor research and SEO competitor analysis, you can analyze your competitor’s websites to see the keywords they are ranking for and the pages that bring in the most traffic.

You also get to see the backlinks they’ve garnered, their quality, paid traffic performance, and website structure.

Best For

• SEO competitive analysis

Features

• Site Explorer: see competitors’ organic and paid search traffic, keywords they are ranking for, top pages, backlinks, outgoing links, historical SEO data, paid keywords history, ad copy, etc
• SEO Dashboard for tracking SEO Performance and projects (domain rating, organic traffic, etc)
• Keywords Explorer for generating valuable keywords
• Rank tracker: tracks your ranking and compares your performance with that of your competitors based on three metrics: positions, traffic, and SERP features
• Content Explorer: discover content ideas, link prospects and top-performing content, track competitors’ publishing schedules, etc

Pricing

• Lite: $149/month
• Standard: $249/month
• Advanced: $449/month
• Enterprise: $14,990 (annual contract)

Get two months free when you pay annually for the first three plans.

19. MailCharts

As a competitor analysis tool, MailCharts focuses on email marketing campaigns. It collects emails from similar brands and taps into its large database of email examples to deliver insights and inspiration for fine-tuning your email marketing strategy.

Beyond email inspiration fuelled by examples of designs and subject lines, you can also get data like competitors’ email send frequency to see where you stand.

It also notes if your campaigns align with best practices identified from its extensive database of emails.

Best For

• Email marketing optimization

Features

• Advanced email search for email inspiration
• Brand and group overviews for email metrics about brands and industries
• Brand search for finding critical data about specific brands
• Compare and benchmark features to see how your email marketing analytics stack up against your competitors
• Competitor email and email data downloads
• Competitor email journey analysis 
• Email scoring to ensure emails align with best practices (works for you and your competitors) 
• Key data about individual and multiple emails from brands
• Reports for industries and brands: email sending behavior, subject line analysis, promotions, benchmarks, etc

Pricing

• Free
• Pro: $149/month + $49 per additional user
• Enterprise: custom quote

Keep Tabs on Your Competitors to Get Ahead

You don’t want to be overly fixated on the competition, but you shouldn’t be unaware of their moves. 

Your goal should be to know just enough of the competitive landscape to enable you to use their failures and successes as stepping stones, which is why you need the right online competitor analysis tools.

Feel free to get started with the ones we’ve recommended!