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Search competition: Who are you really competing with?

July 30, 2020

When promoting the brand in search results, it is important to constantly improve its site, implement best practices, and keep up with competitors. Knowing your competitive sites can help the business improve its marketing strategy and increase traffic in search. If the brand is losing positions to competitors in search, then it needs to take action towards search changes.

The analysis of the brand’s competitors has significant benefits for the entire business, particularly:

  • understanding which search tools are efficient and which ones need to be changed;
  • knowing weak points and correctly fixing them;
  • finding out the strengths of the search competitors’ rankings and replicating them in your strategy;
  • defining the steps towards improvement of the brand’s ranking in search results.   

In the article, we will consider the ways to identify your brand’s competitors and apply the information received in your search strategy.

Search site competitors

There are many competitor search services that help to promote the site, among them are the search engines themselves, Key Collector, Serpstat, Topvisor, etc. Each of them has its own characteristics and may be convenient or not for different users.

To search for competitors, the brand needs to choose company sites similar to its brand. That is, if the business provides goods or services, then these are online stores or commercial sites with similar services. If it is an information portal, a news site, or even a forum, then the company needs to look at sites with a similar profile. We recommend not to take into account the internal services of search engines, garbage pages, non-thematic resources, advertising, and aggregators.

Selection of competitors for key queries

The search for competitors through keywords requests is the most accurate. The wider and the more elaborate the semantic core of the project is, the more precise the result will be. Sites or individual pages of competitors that are found in this way will always match the topic.

The simplest in mechanics, but labor-intensive way is to take 10-15 key phrases, score them in search engines, and collect the first two pages of websites. It is important to choose the right keywords. We recommend taking at least 10 key phrases with high and medium frequency. To find overall competitors, general queries are used. If we search for individual pages, then we take only queries from the selected landing pages. In addition, the company needs to pay attention to the region of the request to make the results of the search more accurate.

Automatic competitor search services 

With automatic services, the competitive sites’ selection is based on the number of common keywords, relevance, and visibility. These parameters are based on the built-in algorithms of the services, their query databases, and site positions. It is worth clarifying that if the site has a poor ranking in the search, then the competitors will not be entirely relevant. Such methods are more suitable for sites with more or less significant visibility and positions.

A good example of an automatic free search service is Similarweb. It requires the registration for verification, in which the company needs to give access to Google Analytics of its profile, answer questions in the questionnaire, and confirm the data. With the help of it, the brand can get a basic set of tools and approximate data about many competitive sites. The service provides a list of domains overlapping by requests from the database. The company can filter the results according to the competitive level of the sites.

Expand competitive research to SERP

While keywords play an important role in promoting the site to the high ranking in the search engines, there are still many factors that are analyzed and are very important in order to put the brand’s site on the top of search results among its audience.

Monitoring site positions in search engines will help track the dynamics of the brand’s promotion. After all, the position in the search engine takes into account such aspects as backlinks, semantic cores, readability of web content, uniqueness, and, of course, errors that are analyzed and taken into account by Google and other search engines. All this has a significant effect on the SERP of the brand’s site. It is imperative for the brand to pay attention to every aspect to keep the site top-notch.


If the brand wants to be successful online, its business must be competitive. The company should constantly improve its site and implement alternative ways of promoting it to gain a competitive advantage online over other brands in the search. The ways we mentioned in the article can help identify and evaluate the company’s competitors in the search results and improve its own positions using a wide range of tools.

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