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 COMPETITOR COMPETITOR

1 2 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
Success Metrics: Alexa Rank Comparison here

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 6

BENCHMARKING PERFORMANCE image of your

Engagement
Metrics graph
Success Metrics: Engagement here

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 7

BENCHMARKING PERFORMANCE image of 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
LANDING PAGES SEO fix resolves search penalty
Used keyword research to
competitive analysis. Promoted and boosts organic traffic.
find low-competition keywords
download of competitive analysis
and created relevant content for
template.
MONTH 2 website. 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
subscribers because of the DIFFICULTY
of a Google search penalty.
competitive analysis template TOOL
Corrected by team on…
downloads. and
DISCOVER NEW
KEYWORDS
TODAY!
TRY IT NOW
TRY IT NOW
 9

Where do we stand? Is your site over or under

oNew competitors growing
fast
oBehind in organic search
oCompetitors 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?
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
SEARCH here
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 TRAFFIC SOURCE BREAKDOWN
with direct 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 ENTER 3rd HIGHEST
top keywords driving traffic to KEYWORD HERE
their site.

ENTER 4th HIGHEST

KEYWORD HERE

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

Enter Competition Enter Competition Enter Competition Enter Competition

VIEW KEYWORDS DRIVING TRAFFIC
Score here: Score here: Score here: Score
TO here:
COMPETITORS
TRY IT NOW
COMPETITIVE ANALYSIS FOR [COMPANY NAME]
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SEARCH TRAFFIC: PAID VS. ORGANIC

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

VIEW PAID & ORGANIC KEYWORDS

Replace with image of your
DRIVING TRAFFIC TO COMPETITORS with
Competitor Keyword Matrix COMPETITOR 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
Keyword Topics for Competitors focusing on? 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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consectetur adipiscing elit,
5K Followers
sed do eiusmod tempor Lorem ipsum dolor sit
Is one competitor getting more
incididunt ut labore et dolore amet, consectetur
traffic from social? Discuss magna aliqua. adipiscing elit, sed do
their top channels and level of eiusmod tempor
incididunt ut labore et
activity. What types of content dolore magna aliqua.
do they share?

45K Followers 9K Followers

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amet, consectetur amet, consectetur
adipiscing elit, sed do adipiscing elit, sed do
eiusmod tempor eiusmod tempor
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dolore magna aliqua. dolore magna aliqua.

34K Followers
10M Followers
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amet, consectetur adipiscing elit, sed do
adipiscing elit, sed do eiusmod tempor
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incididunt ut labore et dolore magna aliqua.
dolore magna aliqua.
 Add links in for each
COMPETITIVE ANALYSIS FOR [COMPANY NAME]
15
competitor. Evaluate the
REFERRAL LINKS quality of links by noting 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 BACKLINK
START FREE NOW
CHECKER
your 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

COMPETITOR 1 2 COMPETITOR 2

PERCENTAGE OF TRAFFIC PERCENTAGE OF TRAFFIC PERCENTAGE OF TRAFFIC

FROM ORGANIC: [ENTER FROM ORGANIC: [ENTER FROM ORGANIC: [ENTER
PERCENTAGE]% PERCENTAGE]% 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
SITE SPEED: [ENTER NUMBER] SITE SPEED: [ENTER NUMBER] SITE SPEED: [ENTER NUMBER]
category

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 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
amet, consectetur consectetur adipiscing elit consectetur adipiscing elit consectetur adipiscing elit consectetur adipiscing elit
adipiscing elit
GET ACCESS TO ALL THE TOOLS YOU NEED
20

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KEYWORD RESEARCH ON-SITE ANALYTICS

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

SEO RECOMMENDATIONS MARKET RESEARCH

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performance with sites and track performance
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