1

Competitive Analysis
FOR [INSERT COMPANY NAME]
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 2

GOALS

BENCHMARK – ON-SITE METRICS + SHARE OF VOICE

01 Benchmark our site’s traffic and share of voice to understand
how our performance and popularity measure up to our peers,
and industry.

UNCOVER STRATEGY – TRAFFIC SOURCES + KEYWORDS

02 Understand what channels and keywords are driving the most
traffic for our competitors (and other market leaders) and
determine if they could work for us too.

EVALUATE SEO – SITE AUDIT

03 Compare the effectiveness of our SEO to our competitors. Ensure
our site follows SEO best practices.

CREATE PLAN OF ACTION

04 Evaluate findings of this report and propose quick wins and other
initiatives that could contribute to company growth.
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 3

IDENTIFYING OUR COMPETITORS Replace with image

of your Audience
Overlap

You may already know who your competitors are. But what if there are sites you haven’t considered? Use Alexa’s Audience Overlap Tool to find similar websites that share an
audience with yours. You may uncover sites you didn’t consider. Enter your site or a competitor’s site to see a list of sites sorted by highest Overlap Score. Compare up to 10
sites in a Site Comparison, run a Competitor Keyword Matrix to see top keywords, or find backlink gaps with Competitor Backlink Checker.
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 4

IDENTIFYING OUR COMPETITORS

Add competitor
logo here
01 02 03

COMPETITOR 1 COMPETITOR 2 COMPETITOR 3

ALEXA RANK: [NUMBER] ALEXA RANK: [NUMBER] ALEXA RANK: [NUMBER]

Based on the knowledge you have of your industry and the information you find in the Audience Overlap Tool, who are your closest competitors? Discuss whether
they are they industry leaders, new sites to watch out for, or are growing fast.
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 5

BENCHMARKING PERFORMANCE Replace with image

of your Alexa Site
Comparison here
On-Site Metrics: Alexa Rank

Download any graph

using this icon

Include key points about overall site performance here. How does your site stack up to the competition? Discuss the Alexa Rank, and how it’s a good indicator of a
site’s popularity, relative to others in the world. You could also discuss Rank in Country performance, or Reach %. With Alexa’s Site Comparison feature you can view
the field of players and their performance over a given time period. It’s important to note that while the Alexa Rank is a great benchmark, it’s only one important
element to consider in a competitive analysis.
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 6

BENCHMARKING PERFORMANCE
Replace with your
Monthly Unique
On-Site Metrics: Monthly Unique Visitors Visitors graph here

Insert key points about Monthly Unique Visitor data here. Discuss how MUV is an excellent tool to gauge market share because it considers the number
of unique individuals that visit a site during a given period. It’s representative of a site’s true audience size.
COMPETITIVE ANALYSIS FOR [COMPANY NAME] Replace with image 7

BENCHMARKING PERFORMANCE of your Engagement

Metrics graph here

On-Site Metrics: Engagement

Insert key points about engagement metrics here. Review

quality and engagement metrics like bounce rate to
understand content relevance and reach. Are you reaching the
right audience? Is your SEO content optimized with the right
keywords and on message for your target customer? Is your
bounce rate on par with industry standards?
COMPETITIVE ANALYSIS FOR [COMPANY NAME] Replace with image 8

BENCHMARKING PERFORMANCE of your Share of Voice

graph here

Share of Voice

Insert key points about each competitor’s Share of Voice as it relates to their keyword strategy. Use Alexa’s Competitor Keyword Matrix to determine
which site has the highest share of voice based on the popular organic and paid keywords that drive traffic to their site. Consider if you should make
changes to your keyword strategy, find new keywords to target, or create new content.
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 9
Review any major trends that
MAJOR TRENDS affect your industry.
Note any significant traffic changes
for you or your competitors.

PUBLISHED NEW CONTENT CREATED KEYWORD-SPECIFIC TECHNICAL SEO FIX BOOSTS TRAFFIC
Created new blog series about competitive LANDING PAGES SEO fix resolves search penalty and
Used keyword research to find low-
analysis. Promoted download of competitive boosts organic traffic.
competition keywords and created
analysis template.
relevant content for website.
MONTH 2 MONTH 4

MONTH 1 MONTH 3 MONTH 5

INCREASED EMAIL LIST [X]% TRY SEO

EXPERIENCED ALEXA’S
PENALTY
Saw a sizeable increase in email KEYWORD
Site traffic decreases as a result of a
subscribers because of the competitive GoogleDIFFICULTY TOOL
search penalty. Corrected by
analysis template downloads. and
team on…

DISCOVER NEW
KEYWORDS
TODAY!
TRY IT NOW
 10

Where do we stand? Is your site over or under

o New competitors growing
fast
o Behind in organic search
o Competitors are investing
heavily in social
performing compared to the
competition for each metric?
What does the competitive
landscape look like?
Fill in your own takeaways
here.

Key Takeaways
What are the opportunities?
o Build organic traffic with better
keyword research and low
competition keywords
o Address technical issues on
website
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 11

UNCOVERING STRATEGY
Replace with your Traffic
Sources graph here
SEARCH
01 What is contributing to our competitors’ success in search?
What keywords are they getting traffic for?

SOCIAL
02 What is contributing to our competitors’ success in social?
What networks are they using? How active are they? What is
their following?

LINKS IN
03 What is contributing to our competitors’ success with referral
links? How many sites are linking in compared to ours? What
are the Alexa Ranks of sites linking in to their sites?

DIRECT
04 What is contributing to our competitors’ success with direct TRAFFIC SOURCE BREAKDOWN
traffic? Does their site require customers to come back often,
driving repeat traffic?

In the next few slides, review discoveries about your competitors’ strategies. What key plays are contributing to their success? What channels or
keywords are driving the most traffic? Are there opportunities you are missing out on?
 COMPETITIVE ANALYSIS FOR [COMPANY NAME] 12

SEARCH TRAFFIC ENTER 1st

KEYWORD HERE

Top Keywords For: [COMPETITOR 1] ENTER 2nd HIGHEST

KEYWORD HERE
Is one competitor getting more traffic
from search? Discuss the top keywords
ENTER 3rd HIGHEST
driving traffic to their site.
KEYWORD HERE

ENTER 4th HIGHEST

KEYWORD HERE

% SEARCH TRAFFIC % SEARCH TRAFFIC % SEARCH TRAFFIC % SEARCH TRAFFIC

Enter Competition Score Enter Competition Score Enter CompetitionVIEW Enter Competition
Score KEYWORDS DRIVING Score
TRAFFIC TO
here: here: here: here:
COMPETITORS

TRY IT NOW
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 13

SEARCH TRAFFIC: PAID VS. ORGANIC

Are competitors focusing on paid or organic
Keyword Strategy for Competitors
keyword strategies?
What keywords are driving traffic to competitors
that you are you missing out on?

VIEW PAID & ORGANIC KEYWORDS DRIVING

Replace with image of your
TRAFFIC TO COMPETITORS with COMPETITOR
Competitor Keyword Matrix – KEYWORD MATRIX
Number of Keywords graph
TRY IT NOW
 COMPETITIVE ANALYSIS FOR [COMPANY NAME] 14

SEARCH TRAFFIC: KEYWORD CLUSTERS

What popular keyword topics are your competitors focusing on?
Keyword Topics for Competitors Which keywords are driving the most traffic? Are there gaps in
your keyword strategy that you should take advantage of with
relevant content?

Replace with
image of your
Competitor
Keyword
Matrix –
Clusters
graph.

VIEW KEYWORD CLUSTERS in the COMPETITOR

KEYWORD MATRIX

TRY IT NOW
 COMPETITIVE ANALYSIS FOR [COMPANY NAME] 15

STATE OF SOCIAL 100K Followers

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5K Followers
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Is one competitor getting more traffic
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from social? Discuss their top do eiusmod tempor incididunt
channels and level of activity. What ut labore et dolore magna
aliqua.
types of content do they share?

45K Followers 9K Followers

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34K Followers
10M Followers
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aliqua.
 Add links in for each competitor.
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 16
Evaluate the quality of links by noting
REFERRAL LINKS the Alexa Ranks of top referring
sites.

1000
[# LINKS] [# LINKS] [# LINKS]

800
[# LINKS] [#LINKS]

600

400

SEE COMPETITOR
BACKLINKS with
200 ALEXA

START FREE NOW

[COMPANY NAME] [COMPETITOR 1] [COMPETITOR 2] [COMPETITOR 3 [COMPETITOR 4
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 17

REFERRAL LINKS: OPPORTUNITIES

Identify backlink gaps - opportunities you’re
missing out on that already drive traffic to
competitors. Consider new opportunities for
advertising or marketing partnerships.

GET THESE
INSIGHTS with
COMPETITOR
Replace with image of your BACKLINK
START FREE NOW
CHECKER
Competitor Backlink Checker
analysis
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 18

DIRECT TRAFFIC Is one competitor winning

direct traffic? Discuss
reasons why they might be
successful here.

Insert information about competitor’s direct traffic here. Discuss whether or not the
site or product requires customers to come back often? Is it driving repeat traffic? Or,
are they running offline marketing campaigns that’s driving brand awareness?
 COMPETITIVE ANALYSIS FOR [COMPANY NAME] GET THESE 19

SEO EFFECTIVENESS INSIGHTS AND

MORE with
ALEXA!
START FREE NOW

OUR COMPANY COMPETITOR

COMPETITOR12 COMPETITOR 2

PERCENTAGE OF TRAFFIC FROM
ORGANIC: [ENTER PERCENTAGE]%
VOLUME OF TRAFFIC FROM SEARCH:
Highlight [ENTER NUMBER]
PERCENTAGE OF TRAFFIC FROM
ORGANIC: [ENTER PERCENTAGE]%
VOLUME OF TRAFFIC FROM SEARCH:
[ENTER NUMBER]
PERCENTAGE OF TRAFFIC FROM MUV x % Traffic from
ORGANIC: [ENTER PERCENTAGE]% Search = Search
Volume
VOLUME OF TRAFFIC FROM SEARCH:
[ENTER NUMBER]

winners in
each category
SITE SPEED: [ENTER NUMBER] SITE SPEED: [ENTER NUMBER] SITE SPEED: [ENTER NUMBER]

NON-BRANDED KEYWORD TERMS NON-BRANDED KEYWORD TERMS NON-BRANDED KEYWORD TERMS

DRIVING TRAFFIC (TOP 20): [ENTER DRIVING TRAFFIC (TOP 20): [ENTER DRIVING TRAFFIC (TOP 20): [ENTER
NUMBER] NUMBER] NUMBER]
COMPETITIVE ANALYSIS FOR [COMPANY NAME] 20

PLAN OF ACTION
Insert proposed plan of action here, including quick wins, based on key findings

1 2 3 4

NEW CONTENT OPTIMIZE SITE TARGETED ADS FOCUS GROUPS NPS SURVEY
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GET ACCESS TO ALL THE TOOLS YOU NEED 21
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