Practical Ecommerce

11 Free Ways to Track your Competitors

Spying on the competition may not be the most highbrow thing to do, but it’s extremely effective. Think of it this way: There are several companies that do what you do. If you want to know what works, you could review your records and see which products or pieces of content have done best. Or you could multiply all that by how many competitors you have, and use their work to find out what gets the best results.

This gets even more attractive when you realize how easy it is to spy — i.e., gather information. Here are eleven tools to make your content espionage successful. Most of them will also give you insights into how to improve your own site, and information about what your audience is interested in.

1. Google Alerts

Google Alerts has been around for years. It works as well as ever and it’s a snap to use. Go to Alerts, enter your competitor’s name, or a keyword, or the name of a competing product. Choose how often you want to receive an update and which email address you want the update sent to. And that’s it. Google will send you alerts when new content appears on the Internet that matches your query.

2. Majestic SEO

Majestic is a well-known SEO tool, but it can also help content marketers. Use it to see how many backlinks your competitors have, plus where those backlinks are coming from, how they were accrued over time, and what anchor text leads visitors to the site. If your competitors are guest posters, this is an essential tool to find out where they’re getting published.

3. Topsy

Want to know which tweets, photos, videos or links have gotten the most activity recently? Topsy to the rescue. This social media monitoring tool will also tell you who’s most influential for a given keyword. That’s handy information if you want to invite someone to co-host a webinar, write a blog post, or review a product. You can also see which topics are trending.

4. Spy on Web

Any affiliates reading this are in for a treat. lets you know all the niches your competitors are in, and all the websites they own. Just type in their URL, Google AdSense or Analytics code, or IP address and Spy on Web will dish on all their other sites. Because it will also tell you which sites are hosted on the same IP address, this tool is worth a visit if you do any shared hosting.

5. Spyfu

Spyfu is well known among pay-per-click users, but it is helpful for anyone with competitors online. Spyfu will show you which keywords your competitors are advertising on, their rank, and roughly how much they spend per day. It also reveals keyword information, keyword-ranking difficulty, and which keywords are driving the most traffic to your competitors’ sites. There are free tutorials if you want to become a power user.

6. HubSpot’s Marketing Grader

Do you like distilling things down to one number? This is the tool for you. The marketing grader reviews websites and social media activity, compares it to a series of marketing checklists, and delivers a grade accordingly. It’s a clever way to create a marketing to-do list fast, and a nice concise way to rank how your competitors are doing without getting into the details.

7. WooRank

This is another tool that will give you a single number for each site, but it goes into significantly more depth than HubSpot’s tool. You can get a report on any site for free, but getting the action steps to improve it will require signing up for a 7-day free trial. If you’ve got the time, and want to do a more thorough comparison of your competitors and the opportunities for your site, this is a good place to start.

8. QuickSprout

This is another tool that will give you a to-do list of how to improve your website and search engine rankings. It also lets you compare your site to three other competitors. While it’s similar to the prior two tools, I’m including it because it’s nice to confirm the information these sorts of tools give us.

9. Google Trends

This is another tool that’s been around for years, but it’s still as valuable as ever. Google Trends will be especially helpful to location-based businesses, because it’s one of the few tools that will show you which cities or regions are most interested in a given keyword. If you happen to do on-the-road training, or perhaps want to do a book tour, a visit to Google Trends is a must.

10. Fanpage Karma

This tool can compare one Facebook page to another in terms of fans, growth, engagement, interaction, and service level. It’s a good way to gauge customer service responsiveness, and how well your competitors are staying on top of their social media work.

11. SharedCount

Want to find out how much social media attention a page has received, but can’t see any social media icons to give you counts? Head over to SharedCount and paste in that URL. You’ll see all the stats for that page in an instant.

Pamella Neely

Pamella Neely

Bio   •   RSS Feed


Sign up for our email newsletter

  1. Carlos Rivera June 5, 2014 Reply

    Awesome! I am definitely bookmarking this article. I had not heard of a lot of these. Thank you!

  2. Sagar Patel June 9, 2014 Reply

    really useful post to track competitor because it helps to know their strategy easily and we work on that and improve Rank.

  3. Pam Neely June 10, 2014 Reply

    Carlos & Sagar – Glad you liked it!

  4. steve rayson June 12, 2014 Reply

    Nice list, I would also add Buzzsumo. You can do a domain search eg and see all of their most shared content, which you can filter by network or date

    • Pam Neely June 13, 2014 Reply

      Great addition Steve, thanks.

      • Matt December 9, 2016 Reply

        Hi Pam,

        Another alternative to Spyonweb is It uses more platform IDs like amazon affiliate IDs, name servers etc

        Which tools on the list are you still using Pam?

  5. Katrina McKinnon June 12, 2014 Reply

    Like everyone else I enjoy a good ol’ list post of tools, but these are the same ol’ tools and they are difficult to gain insight from if you are a novice.

    I believe it is more useful to track humans rather than websites as the people who run the business are actually the core element of a store’s competition.

    Tools like Buzzsumo and Followerwonk allow me to track the website creator/staff activity.

    I can watch the type of content they’re releasing, what gets picked up and shared, and then the successful patterns that they keep repeating.

    I think it’s easier to understand a competitor as a human rather than as a website.

  6. steve rayson June 16, 2014 Reply

    Hi, great list. I would also add BuzzSumo. You can type in a domain name and see their most shared content. You can also see who is sharing their content.

  7. Bhavani June 26, 2014 Reply

    It really helps to track the competitor, grt!

  8. Eva Braunner August 7, 2014 Reply

    All above-mentioned ways are great. I use Google Alerts and Google Trends. Woorank has a great marketing plan, even Google loves it. I am using SE Ranking tool to spy on competitor’s rankings and monitor my projects too. Check: Many thanks! Great ways!

  9. Shay Ronen January 27, 2015 Reply

    One of the best tools I have stumbled upon is this: it’s called Follow! What’s great about it, is that you install it on your browser as a plugin and by going into the site of your competitor you can see his banners, his keywords, if he does ppc or not, if he does social media and much much more! Amazing!

  10. Samantha June 5, 2015 Reply

    Thanks for this great list.Specially regarding the Price Intelligence of Online Retailers : lets e-commerce companies of all sizes to monitor their competitors in one of the most frequent and efficient ways. There is a free service as well.

  11. 3mily July 1, 2015 Reply

    Hi, I found this tool which monitors the prices of the competitors. I think it’s very useful for the store manager (ecommerce) :)

  12. Nick February 26, 2017 Reply

    Thanks for the article, I think that you can add some tools that help monitor email activities of your competitors. For example, helps you monitor email activities of your direct competitors for Free. Also, you can use their data base and get history of newsletters for some of your competitors.