Analysis of competitor direct messages online. Analysis of competitors' contextual advertising. Competitor keyword analysis

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Studying your opponents provides ideas for a successful strategy. Collected keys for search results or contextual advertising improve site ranking and increase traffic and conversion. Today we have a big guide about ways to search for competitors using keywords and vice versa, studying phrases for selected domains. We will reveal the secrets, and at the end we will show you with a clear example.

When to analyze your opponents

Competitor research is done at the first stages of an SEO campaign. Organizations often skip this important step and jump straight to matching keywords to content, optimizing content, or building links. Knowing who the competitors are and what they can do brings you closer to setting an accurate goal and identifies weaknesses in an advertising campaign (AC) before its launch.

Why you need to analyze competitors

Analysis of organic search results for keywords shows:

what strategies work in the topic area;
what needs to be improved on the site first.

And studying in Direct helps:

assess the competitive environment and the complexity of promotion;
make the offer more profitable and show it to more people;
be inspired by new ideas;
find new effective keys that you don’t have.

In addition, analysis of your own and competitive requests allows you to find gray promotion methods, due to which Yandex may stop offering the first special placement altogether. For example:

You notice that a significant part of the transitions to your site were from very strange queries with a common phrase. A random set of letters and numbers could be added to it. There could be 1-2 transitions for each.
By analyzing the search results for your spam queries, you find other sources that did not please someone.
After some experimentation and analysis, you may find a competitor in the same topic area that isn't showing up for any of your queries. He correctly collected negative keywords based on his promotion method and lost out on his rivals.

Gray schemes affect the budget and reputation of the site. Analysis allows you to quickly figure them out and take appropriate measures.

The ideas received help to set priorities and build the Republic of Kazakhstan. For example, if a company is ahead of a competitor with , then content creation should now become the main focus. The strengths and weaknesses of rivals indicate how difficult it will be to surpass them and how many resources the task will require.

During the analysis, you will understand which relevant queries are not on your site. In contextual advertising - what words do they bid on most often? You will attract more traffic or increase conversions after collecting, analyzing keys and adjusting your strategy.

And how often should the analysis be carried out?

Who are your competitors in search results?

Identify your opponents by answering two questions:

with whom do clients compare your company?
who appears with you in search results.

If it is clear what to do with the first, then problems may arise with the second. Let's figure out how to find answers to the second question:

Go to SEMrush. Get 10 free checks for registration.
In the left menu, select “Domain Analytics” -> “SERP Analysis” -> “Competitors”.

Enter your domain in the search bar. As an example, we took the already proposed template from ebay.com.

Below you will find a report with sites, competition scale and other parameters. Please note that the service analyzes the top 20 Google results.

Click Export to save the information as appropriate. 10 sites are available in the free version. To get 100, activate a trial week subscription or sign up for a paid plan.

Choose resources with common keywords and traffic. Having made both lists with real and virtual opponents, combine them and choose the optimal number for comparison. In a separate Excel spreadsheet, enter the URLs and names. This will save time in the future: you won't have to search again.

Other ways to discover competitors:

One of the easiest is to open Google or Yandex, enter a query and see the results. To ensure accurate results, disable personalization. But this does not guarantee the reliability of the information received.
You can find competitors on Google using the phrase related without spaces: *domain*. You will receive a list of sites with similar content. Example from ebay.com in the screenshot.

Services. In addition to SEMrush, you can use SimilarWeb, SpyWords, SpyFu and others.

How analysis services work

The market offers many tools. But you should understand: they take results from search results, scanning it for queries of different frequencies. If a site comes up in the search results, they add it to the list. But the actual semantic core may differ, for example, the resource is promoted according to a broader query or uses narrowing operators and an infinitely large list of stop words. Do not accept the results as absolute truth.

Let's start with a group of tools that work with a fixed base, for example, SpyWords, Serpstat, Megaindex. How their operating algorithm is constructed:

The service uses a certain database of requests.
To reduce scanning time and resources, it removes requests with the lowest frequency and clears the remaining high-junkness of the nested low-frequency tail.
Next, it starts scanning the search results for all collected phrases.
Saves the results.
Next, the user accesses the service to find phrases by which a specific resource is ranked, and receives them.

Disadvantages of the algorithm:

Search engines personalize results based on collected information about the user. It is impossible to know how true the results are.
It is impossible to scan a huge database for each region.
There is no information about this query database. It is impossible to understand what was included in it initially, and what, on the contrary, was not taken into account. Completeness and coverage in thematic areas are omitted.
No one guarantees that the database is scanned regularly or that it is scanned again.

Based on this, we can conclude that the reports received are approximate. Such tools are not suitable for analyzing specific queries.

Some services operate using other algorithms. For example, ADVSE collects information from browser toolbars. Minus: not all browsers treat toolbars well; some can block them, and then some of the information is simply lost. SimilarWeb buys statistics from trusted sources, uses toolbars and other secret resources that it does not disclose.

When choosing a service, pay attention to database updates and other indicators that are available in statistics. For example, the screenshot shows information about SpyWords.

Russian-language services

Serpstat

A complete list of competitors in organic and advertising results based on the intersection of semantics.
Search for keys that fail to reach high positions.
Identification of the most successful sites in the subject area and their weaknesses.
A list of website pages that rank better than others.

aTrends

Keys of competitors in Yandex.Direct by domain.
Reports on:
- impression volumes;
- clickability;
- domains and advertisements by request;
- overpayment ratios.
- Determination of phrases for which overpayment occurs.

SEMRush

Another clear tool that quickly identifies competitors' keywords in Google in the first 20 positions and in contextual advertising. You can search by word or link, filter results by region or country, specify different match types, and explore site statistics. The first 10 checks are offered free of charge for registration, after which a subscription is required.

What you can find out about your opponent:

by what keywords it is in the top;
received traffic;
its main competitors.

ADVERSE

Collects competitors' keywords for free. The site is divided into two parts: in the first, rivals are determined based on the entered queries, and in the second, the phrases by which they are promoted. The service also offers free collection of stop words, the most effective phrases and quick assessment of advertising campaigns.

SpyWords

Analyzes keys, positions, ads, snippets in Yandex and Google. Compares several strong competitors to identify effective phrases you haven't tried yet.

MegaIndex Premium Analytics

Identifies competitor keywords using the Visibility Comparison tool. Specify the geo, enter your URL and list of domains, configure queries. The report will contain a table with words, positions and impression performance for each resource.

Some others

English-language services

WordStream

A simple and free tool that allows you to determine a set of keywords by domain, search topic and geo. In the report, word data can be sorted and displayed by any of four metrics. The results are downloaded as CSV files for further work in AdWords.

BuzzSumo

Easy to use, shows potential competitors you might not have thought of. Enter your query into the search bar and click “Go”. Not all sites from the search results will be relevant to you: some of them do not apply to your area. There will be filters on the right. You can configure countries, languages, domains, content type, volume of articles. True, this is already available for premium members. The platform shows which publications are the most popular and what type of content is most in demand in a given topic. This will come in handy after collecting the keys to group them.

Ahrefs" Keywords Explorer

Collects keywords from a competitor's website, filters and analyzes them. Can identify dozens of words related to the topic of the page. The site offers 24-hour support 5 days a week, a private Facebook group and training materials for work. The site is constantly developing.

Spyfu

A service with rich functionality. Allows you to download the semantic core of other sites without restrictions, and also shows statistics on the number of clicks and payment for each word. One of the platform's tools helps you identify phrases across three sites that you haven't used. You can get data on everything from local and global monthly traffic volume, click-through rates, ad spend, ad and ranking history, backlinks. A full description of all functions is on the main page.

Alexa

Determines the level of competitiveness, looks for competitors in the niche if you have not yet identified them, displays organic and advertising keys for specific sites and compares them for different sites.

The service also searches for popular sites that your audience frequently visits. These sites can become your advertising or promotion partners.

RavenTools

Uses world class data sources such as Majestic, Moz, Google, Bing to provide keywords and domain information. Integrates with .

And some others

Searching for competitors by keywords in Direct

Method No. 1: Yandex tool

Open "Advertising Campaign Budget Estimation".
Specify the region in step 1.

Set up display duration, platforms and currency.

Write down all the keywords.

Don't uncheck the boxes. Click "Calculate".

A new page will open. Click on any entered key, and Yandex will show competitors and their ads based on queries.

Method No. 2: third-party service using SpyWords as an example

Open SpyWords.
Enter the query by which you want to search for competitors and click “Track”.

The service will display information on impressions per month, cost, advertisers upon request.

After registration and authorization, you will be able to receive a complete list of advertisers upon request. There is a limited trial version. Subscription cost is 1950 or 4950 rubles per month.

Pay attention! The Domain Battle service tool compares two competitors and identifies keywords that generate income for them, but are not included in your semantics.

Method number 3: search results

Enter the query in the Yandex search bar.
On the right side of the search results, find the “Show all” link.

You switch to the paid ads only mode, where all competitors' offers for this request are shown.

What keys to take from others

Using various tools, you collect a huge database of keys. But not all are equally useful. You need to determine which phrases your competitors rate well, but you don’t. Analyze why a site ranks well and then think about how to apply it. What are the options:

updating old content;
creation of new material and comparison with keywords;
working with site architecture, etc.

Product Difference

Compare your products and your competitor's products. You can make your site irrelevant if you don't take product differences into account. For example, if your opponent sells cheap analogues, and you are from a premium class.

Request Temperature

Contextual advertising requires warm and hot queries. They show that the user may be looking for a product, not information about it or pictures. Hot ones include phrases with the words “order”, “wholesale”, “delivery”, “price”: “order a sofa for the kitchen inexpensively”. For warm ones - something more vague, for example, “a sofa for the kitchen.” It is not clear whether the user is looking for information or nearby stores. Cold ones can also bring in customers, but require good work to get the user to move to the cart. Examples: “reviews of a Chester sofa”, “how to choose a sofa for the kitchen”.

Newsletters

You need to attract more traffic if you are building a subscriber base to drive them to a deal through mailings and retargeting. Find keys that you haven't used yet and are working successfully for a competitor.

Negative words

Make a list of negative keywords. Even if it exists, add new ones to it, they will never be superfluous. For example, if you sell only new sofas, then the requests “buy a used sofa” or “transportation of sofas” will not come to the target audience. The cost of conversion rises, site performance deteriorates, and the budget is drained. Look for words from competitors that are not at all suitable for your company, but in the same thematic area. Working with the list should not stop.

Partners

Do you and your competitor work with the same brand? Be sure to take into account all keywords that mention it. If not, skip this step.

Keys for Good Ranking

You can build a website based on an infinite number of keywords and still have poor traffic. The whole point is that you need to look for those words that are likely to attract customers and increase sales, but not all of them.

Let's figure out how to find quality phrases and how our competitors can help us.

Open Google Search Console.

Enter your domain and complete confirmation.
Select Search Traffic -> Search Analysis.
Information on the clickability of site pages will open.
Sort the pages by number of clicks and open those with the highest rates.
The table will display queries that led users to this page.
Upload the received information.
Determine the words with the highest conversion that you will use to promote the site.

Once you have the phrases that will drive quality traffic, check your competitor: what wording does he use? Take the simplest ones first, for which it will not be difficult to get into the search top. Are there similar or synonymous queries out there that you might have missed? Can you create content and match it to these keys? Answer these questions and make a decision.

Click through rate

Choose keywords with good organic click-through rates. They will bring more traffic and are easier to promote.

Another way to filter

You've identified your opponents, collected their keys, and received a long list of requests. If you plan to use them in advertising, you can run them through the Google AdWords keyword planner. Or break them into groups based on topic, user intent, and company goals.

Subject. Identify words that can be grouped based on semantics and context and linked to a specific resource page.
User intent. It is necessary to determine what the client's intentions are when he is looking for this or that information. This is not always easy to do. For the same query, people can sometimes search for both information and the product itself. In this case, focus on existing content in the search results.
Company goal. Generate requests depending on your tasks. For example, if your plans include increasing brand awareness, then it is not necessary to convert users into buyers.

Focus on current goals and objectives to formulate the right strategy.

Key analysis using an example

Let's use Serpstat. Let's enter the domain, select Yandex and geo. Click "Search".

Statistics with key phrases opens. Please note: the information in this step is available without registration.

Go to “Site Analysis” -> “Domain Analysis” -> “PPC Analysis” -> “Key Phrases”.

A table will open with ads, keywords and other indicators. For further work you will need a tariff plan.

We upload information for each region. If there are negative words, then add them. Click “Filter” -> “Keywords” in the first column -> “Does not contain” in the second -> add a list of negative keywords -> “Apply”.

How else can you check competitor keywords that are not used on our site:

On the same tab “PPC analysis” -> “Domain comparison”.

Let's introduce two more competitors. You can choose from a list compiled by the service. Click “Compare”.

The intersection is the common keys. Everything else relates directly to the domain. Click on the desired segment and complete the list.

The most important thing remains: select queries depending on the goals of the advertising campaign, available content, and add negative keywords.

Let's sum it up

When creating or adjusting an advertising campaign, you need to know what keywords your competitors are using. Their analysis shows profitable requests that are worth investing in and sets priorities in your own company. For example, you can figure out whether new content is needed or what keys are missing to attract more traffic to the landing page. In addition, less than honest actions of colleagues in the workshop are recognized. If detected in time, you can save the budget and reputation of the site. Special services help to collect all the information, but it also needs to be filtered correctly, otherwise the analysis can play a bad joke.

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Analyzing a competitor's website is one of the most effective methods for determining the main Internet marketing strategy. You are probably wondering what your competitors are doing to achieve high rankings. And this information is especially important if you have just created a website and started working on its promotion.

By analyzing competitor sites, you can understand:

what they do;
what methods and approaches are used;
how actively webmasters are engaged in this and what direction of their strategy they have chosen.

Most secrets are practically in the public domain, and getting them is not difficult, especially if you competently use specialized online services and independently analyze your successes and mistakes.

It should be noted that you should not get too carried away with analyzing competitor sites in order to borrow fresh and useful ideas.

To stand out from the crowd, it is necessary not to copy competing sites, but to offer users new and fresh ideas.

Therefore, try to take an integrated approach:

use your developments (ideas, keywords, content, optimization, etc.) as the basis of the resource;
You can borrow interesting features (reworking them in your own way), add keywords and analyze data regarding traffic.

How to identify competitors?

Before you start analyzing competing resources, you should find truly worthy projects. If you have been working in a certain industry for a long time, then you probably already know successful projects that are definitely worth a look.

However, it is necessary to analyze the most competitive sites that are in the TOP 10 of Yandex or Google results. You can also evaluate those projects that are located slightly lower in the ranking, but don’t get too carried away, because the process of analyzing a competitor’s website takes a lot of time. Take on top projects first.

This is not difficult to do: we create a short semantic core, which will include 3-5 of the most suitable high-frequency queries. We enter each request into the Yandex and Google search engines and select those addresses that suit your topic and main focus.

You can also reveal the success of your competitors using automated services. The most popular:

services pr-cy.ru and cy-pr.com, which provide data on competitors based on the intersection of keywords in search results;
the Semrush service determines the top ten main web competitors in the Google search engine;
The SiteAuditor service will be useful if you have a ready-made list of queries for which promotion is planned.

Usability analysis

Evaluating a site is an analysis of its usability by the average user. If the site attracts with an interesting design and has a clear and user-friendly interface, then the likelihood that the user will want to use your services will be higher than that of competitors.

Third-party usability analysis evaluates competing websites from the point of view of their visitors, which will reveal all the advantages and disadvantages of structure, navigation, appearance and design, etc. Thanks to this, you can make your website much more convenient for a potential user.

To analyze the technical characteristics of target sites, you can use the following tools:

Woorank - this service provides information about the technologies used by the competitor, analytical systems, adaptation to mobile traffic and technical usability features;
– A Google tool that evaluates the loading speed of resource pages and provides recommendations for optimization.

You can also evaluate the design, functionality and usability of competing sites manually: pay attention to attractive services, landing pages, navigation components, conversion.

Competitor keyword analysis

To promote your website effectively, you need to know the keywords that your competitors use. After analyzing your competitors' resources, you should find out the main keywords and compare them with the semantic core of your own site. Surely after this you will have many ideas.

Firstly, you can find out your competitor’s keywords without resorting to magic. It’s enough just to walk through the pages of the resource and pay attention to the titles of the articles, URLs and subheadings.

Secondly, use special paid services for analysis, for example:

SpyWords - get information about competitors' words in Yandex and Google search results, as well as queries in Yandex.Direct and Google AdWords with a price per click. Plus, you can compare requests from several sites at once.

SEMrush - find out competitors' keywords and their positions in Google.

Analysis of a competitor site is a critically necessary step on the path to successful and effective promotion in search engines.

When conducting your analysis, take a look at their key indicators:

usability;
attendance;
key queries.

By assessing these key parameters from your competitors and implementing relevant features yourself, you can not only increase the success of the project, but also save a lot of money and time on finding your own path to promotion.

Hello, dear friends!
In this post, I decided to write about how to recognize your competitors. The article will contain a selection of interesting services with which you can identify and select some of them to promote your project.

A few months ago I wrote for an article. But if there is already a well-promoted competitor in your niche, then you can easily look at some of his requests. For example, I prefer to look at interesting ideas for writing posts or the main keyword, and then I select various tails and additional queries for it. So let's get started.

1. Seobuilding.ru
Using this service, you can make a complete analysis of your competitors’ keywords and more. The service shows the quantity, main competitors, the approximate cost of the site, dimensions, IP address and much, much more. At the very bottom is a list of all resource requests for which it is promoted. Keywords can be exported to Excel:

2. Xtool.ru.
I really like this service. Using it, you can find out how spammed the resource is with links, and see the approximate promotion of the site in search engines. Below, the service shows very valuable information: competitor’s search queries, site positions for these queries, frequency according to wordstat and even the price of one impression in Yandex Direct.

All you need to do is enter the site in the line and click on the “check” button. At the very bottom left there is a button “Export (Execel)”, which allows you to export all queries.

3. Megaindex.ru.
This service is very useful for any webmaster; it allows you to find out a lot of information about the site. In the “SEO services” – “site visibility” section, you can find out your competitor’s keywords. Moreover, the site’s position for these queries, keyword statistics according to wordstat and the cost in Yandex Direct are also shown.

4. Pr-cy.ru.
The service shows good visibility of the resource in the search engines Yandex and Google. In addition, you can see the site’s position by request, impressions per month and the approximate cost of promotion. As I see, it is not possible to export queries, but you can simply copy them and paste them into Execel.

5. Cy-pr.com
Here, before looking at competitors’ keywords, you need to register, since for ordinary users the service shows only a few queries. After registration, all queries can be exported to Excel.

6. Attendance statistics.
Sometimes it happens that a competitor has open traffic statistics and you can even look at search queries. This doesn’t happen often, of course, but if you try, you can find it. First you need to, which I wrote about in detail yesterday, and see what statistics are connected to the site. Then click to go:

For example, in the most popular queries you need to search in the section “by search phrases”, “positions in Yandex” and “positions in Google”. If they are not hidden, then you are very lucky:

7. Title tag.
If a competitor promotes a resource based on search queries, then at least one of them will be listed in the title tag. In order to see all the title headings of a competitor’s website, you need to enter the following construction into Yandex:

Or on Google this address:

Instead of the website, do not forget to enter the competitor’s address. Now all that remains is to go through the headings and identify the keywords. I think it will be easy for you, as a SEO, to do this: smile:. I like finding ideas for articles more using this method. After all, you can even go to the page, see the number of comments, and find out how relevant the article is and how necessary it is for visitors.

In the same way, keywords can be written in the H1 and keywords tag. Some optimizers highlight queries in text with bold, italics, or underlining.

The best paid way to analyze your competitors' keywords.
Service Spywords.ru
You can find out 5 queries on this site for free, but if you want more, you need to pay. This service differs from all others in that it shows several times more queries than all free services. You can also see directly on the service how the site will look in the Yandex and Google search engines for queries.

The service also has a very interesting tool, even shareware, called “domain battle”. With it you can compare 3 and even find common queries. I advise you to register on this service, it is a very useful thing.

That's all for today! Now you know how to find out your competitors' keywords. Good luck, friends ;-).

Most often, competitor analysis is important at the initial stages, when forming a semantic core. But this does not mean that if your site has been operating for several years, then you do not need to resort to this procedure. It is always useful to find out what key queries your competitor is promoting for.

The first step is to determine who your main competitors are. You need to analyze not everyone in a row, but the most successful ones who are in the top search results. It is the most competitive sites that will give you a lot of useful information, features that you can borrow or remake in your own way, and much more.

There are two ways to determine the most competitive sites in your niche.

Manually

Take 5–10 high-frequency key queries (for example, buy windows, order windows, install windows in Moscow, etc.). Enter them all into Yandex and Google. Analyze the results on the first page and select sites that are suitable for your topic. It is advisable to choose those who are in the search results for all queries (or most).

Using special services

You can find out your main competitors using the following tools.

SpyWords is one of the best services for Yandex. It will identify your main competitors, analyze their websites, show which keywords they are ranking for, and much more.
SEMrush is a similar project, only for Google.
cy-pr.com is a useful service that shows a lot of data on competitor sites. You will also be able to see the main opponents in the fight for top positions in the search results.
PromoPult is a tool that helps you identify your main competitors and can also select basic keywords based on the site’s content.

Once the main competitors have been identified, you can begin to analyze their resources. Based on the analyzes performed, you can find out what queries the site is being promoted for, find the most clickable and successful ads, add them to your advertising campaign, etc.

For example, you forgot to take into account some keywords that can get a lot of traffic. After analyzing your competitors, you found these keys and added them to yourself. Or have you noticed some working methods, tricks. You can also borrow them.

With such an analysis, it is important to understand what exactly you and your promotion need. You shouldn’t copy everything, or copy at all. It’s better to think about how to use this or that feature in your case. Or how to beat your competitor by getting all the traffic.

It also makes sense to pay attention to the errors and shortcomings of competitive sites in order to avoid them in your work. For example, ineffective, but at the same time expensive clicks in contextual advertising.

SpyWords

One of the most effective and popular tools among Yandex users. If you want to promote your resource in this particular search engine, then you definitely need SpyWords.

With its help, you can conduct a thorough analysis and find out the quantity and quality of keywords for which your competitor receives traffic. In addition, the service will help you find out even such information as ad texts, advertising budget, positions and snippets in search results, etc.

To use the service, follow these steps:

go to the official website https://spywords.ru/services.php;
In the “Competitor Analysis” tab, enter the desired URL;
click "Track".

It's quite simple. The price for such an instrument is from 1950 rubles. per month.

SEMrush

One of the best services for Google and Bing search engines. The service will help you conduct a thorough analysis of competitors, find out the main ones, show which keywords the site is promoted by, and provide a lot of other useful information.

The service will help you find out:

competitors' positions for given keys;
traffic (both the domain as a whole and individual pages);
keywords;
click price and advertising budget;
ad texts, etc.

The service allows you to receive information on low-frequency queries, which clearly sets it apart from other, less effective tools.

How to use:

go to the website https://ru.semrush.com;
enter the site URL;
click “Start”.

The service can be used for free 10 times. Further usage costs start from $99 per month and above.

SimilarWeb

The service is rightfully considered one of the best for competitive intelligence. With it you can do the following:

analyze the niche in certain regions, identifying the main competitors and methods of their promotion;
see various indicators of competitive sites (number of visitors, time on site, traffic sources, bounce rate, etc.);
find out what words the site is promoted by, and much more.

To use this tool, you must:

go to the service website https://www.similarweb.com;
log in (register if you are not registered);
go to the Traffic Sources – Search tab;
Enter the desired URL and get detailed information on keywords.

This tool is paid. Price – from $199 per month and above.

Advse

One of the first in its field. The service is popular among both beginners and experienced professionals. Using Advse you can perform the following tasks:

explore a niche;
identify main competitors;
find out their strengths and weaknesses;
find out what keywords the site is promoted by;
get detailed information on search queries;
find out the texts of advertisements and much more.

To use the service, follow these steps:

go to the website https://advse.ru;
select one of the services in the top navigation menu;
then two forms will appear in front of you. The first is for requests. Helps you find out exactly who your competitors are based on one request or a whole list. The second is for websites. Helps you find out what words your competitor is using to promote themselves;
enter queries or site URLs;
click the “Get...” button.

After completing the actions, you will be shown some information. If you have already been logged in, you will see full information; if not, you will be prompted to log in.

Unlimited access costs from 1,500 rubles per year.

Other services

In addition to the tools described above, the following services are also used for competitive intelligence:

SEObuilding and others.

Analysis of competitors' websites is an important aspect of successful promotion. Knowing the enemy by sight makes it much easier to achieve good results.