1

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

BENCHMARK – SUCCESS METRICS + SHARE OF VOICE

01 Benchmark 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]
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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]
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IDENTIFYING OUR COMPETITORS

Add competitor
logo here
01
01 02
02 03
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 industry leaders, new sites to watch out for, or are growing fast.
COMPETITIVE ANALYSIS FOR [COMPANY NAME]
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BENCHMARKING PERFORMANCE Replace with image of

your Alexa Site
Comparison here
Success 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] Replace with image of 6

BENCHMARKING PERFORMANCE your Engagement

Metrics graph here

Success 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 of 7

BENCHMARKING PERFORMANCE your Share of Voice

graph here

Success Metrics: Share of Voice

Insert key points about each competitor’s Share of Voice as it relates to their performance in search. 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]
Review any major trends that 8

MAJOR TRENDS affect your industry.

Note any significant performance
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
analysis. Promoted download of competitive boosts organic traffic.
find low-competition keywords and
analysis template.
created 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 DIFFICULTY
Google TOOL
search penalty. Corrected by
analysis template downloads. and
team on…
DISCOVER NEW
KEYWORDS
TODAY!
TRY
TRYIT
ITNOW
NOW
 9

Where do we stand? Is your site over or under

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

Key Takeaways
What are the opportunities?
oBuild organic traffic with better
keyword research and low competition
keywords
oAddress technical issues on website
COMPETITIVE ANALYSIS FOR [COMPANY NAME]
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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]
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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 Competition Score Enter Competition
VIEW KEYWORDS DRIVING Score
TRAFFIC
here: here: here: here:
TO
COMPETITORS
TRY IT NOW
COMPETITIVE ANALYSIS FOR [COMPANY NAME]
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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 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]
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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]
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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 channels do eiusmod tempor incididunt ut
and level of activity. What types of labore et dolore magna aliqua.

content do they share?

45K Followers 9K Followers

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34K Followers
10M Followers
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 Add links in for each competitor.
COMPETITIVE ANALYSIS FOR [COMPANY NAME]
15
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
200 BACKLINKS with
ALEXA
START FREE NOW
[COMPANY NAME] [COMPETITOR 1] [COMPETITOR 2] [COMPETITOR 3 [COMPETITOR 4
COMPETITIVE ANALYSIS FOR [COMPANY NAME]
16

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]
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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 18

SEO EFFECTIVENESS INSIGHTS AND

MORE with
ALEXA!
START FREE NOW

OUR COMPANY COMPETITOR

COMPETITOR1 2 COMPETITOR 2

PERCENTAGE OF TRAFFIC FROM PERCENTAGE OF TRAFFIC FROM PERCENTAGE OF TRAFFIC FROM

ORGANIC: [ENTER PERCENTAGE] ORGANIC: [ENTER PERCENTAGE] ORGANIC: [ENTER PERCENTAGE]
% % %

NUMBER OF KEYWORDS NUMBER OF KEYWORDS NUMBER OF KEYWORDS

Highlight DRIVING ORGANIC SEARCH DRIVING ORGANIC SEARCH DRIVING ORGANIC SEARCH
TRAFFIC: [ENTER NUMBER] TRAFFIC: [ENTER NUMBER] TRAFFIC: [ENTER NUMBER]
winners in
each category
SITE SPEED: [ENTER NUMBER] SITE SPEED: [ENTER NUMBER] SITE SPEED: [ENTER NUMBER]

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

TERMS DRIVING TRAFFIC (TOP TERMS DRIVING TRAFFIC (TOP TERMS DRIVING TRAFFIC (TOP
20): [ENTER NUMBER] 20): [ENTER NUMBER] 20): [ENTER NUMBER]
COMPETITIVE ANALYSIS FOR [COMPANY NAME]
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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
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
consectetur adipiscing elit consectetur adipiscing elit consectetur adipiscing elit consectetur adipiscing elit consectetur adipiscing elit
GET ACCESS TO ALL THE TOOLS YOU NEED
20

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START FREE TRIAL Measure your traffic and track
more traffic with keyword your performance.
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