10 Free Reporting Tools For SEO Competitor Analysis

During your search engine optimization campaign it’s always important to keep a close eye at your competitors. See what strategies they are using, which keywords they rank for, what kind of software they have installed and so on.

So, if your competitors are smart and doing all the right stuff, you can definitely pick up a thing or two from them and use that information to your advantage. 

But how do you do that? How do you take a peek backstage? How do you figure those things out? The answer is simple: competitor analysis tools.

That’s why I prepared a list of 10 free SEO competitor analysis reporting tools. By using those you’ll be able to figure out all of your competitors’ secrets and optimize your own site even more. 

Also, be sure to take a look at the best backlink checkers to see all of the backlinks pointing to their websites.  

Anyway, let’s jump right into it.

  1. BuzzSumo

If you’re having trouble figuring out what kind of content works best, then BuzzSumo is the perfect tool for you. What it does is allows you to see just that: which kinds of articles and on which topics perform the best in your particular niche.

And, of course, you can scan your competitor’s sites to see exactly which articles got them the most visits, likes and try to replicate that on your own resource.


SimilarWeb’s purpose is slightly different. What it’s best at is revealing your competitors’ traffic sources. Why is it useful?

Because if you know that, for example, your rival gets more traffic from social media, you can try to optimize your site for getting the most organic traffic (or run an ad campaign in search engines) since that slice of the traffic pie doesn’t have as much competition and vice versa. 


SEMRush is a pretty well-rounded SEO analysis tool and can give you a pretty detailed overview of anyone’s site with tons of useful information.

It can do anything, ranging from technical SEO audits to analyzing keyword positions and even revealing backlinks. How is this useful for you? Well, if you find out that your competition is ranking for more popular and relevant keywords, you can just implement them in your content and reap the benefits. 

 4.Moz Link Explorer

The Link Explorer by Moz is great for running a complete backlink analysis and checking the domain authority of absolutely any site. How do you use this to your advantage? Well, there are a few things you can do with that knowledge. 

But mostly you’re going to be focusing on broken links and links to content relevant to your topic but inferior (shorter, less informative, etc.). By finding those you’ll be able to offer your own content to the site owner to help fill that gap created by a 404 or simply to improve the content that they’re linking to.

Remember, if you make it clear why and in what way your content is better than what they’re linking to right now, you have a very high chance of snatching that link for yourself. Just don’t be pushy. 


Speaking of links, Siteliner’s job is quite similar to what Moz does. Run a scan on your site to find duplicate content or broken links to fix or take a look at any other site relevant to your niche in search of broken links to fill with your own content. 

While not as versatile as some of the other tools on this list, Siteliner is dead simple to use and does what it’s supposed to do perfectly. 

6.Google Trends

Google Trends is a neat little tool that allows you to see where exactly on the map your competitor is enjoying the most popularity. By keeping an eye on where most of their audience is, you can figure out which areas have less competition and try to cater to audiences there, if your business allows it. 


I’m pretty sure I can call Crayon the most hardcore of all competitor analysis tools since it borderline spies on your rivals. Don’t worry, it’s nothing illegal though. However, every time your competition posts something new edits a page or changes their resource in any way, you get an e-mail notification about it with a description of what it is exactly that they did. 

Absolutely amazing for keeping an even closer eye on what your “enemies” are up to. 


Alexa is another well-rounded SEO analysis tool, but since I’ve already mentioned a couple of those, I want to focus on a single prominent feature of it. And that feature is a complete analysis of your competitor’s audience demographic. 

And if both of you operate in the same niche, it can help you figure out which demographic you should cater to too. Especially if the website you’re looking at is more popular than yours. 

9.BuiltWith Technology Profiler

Ever wondered what software and tech your rivals used to build their site? Well, you can easily find that out by running a scan with BuiltWith Technology Profiler

While it is just a simple Chrome extension, you shouldn’t underestimate it as it can give you some valuable insight into how a certain site works. 

10. SpyFu

Let’s wrap this list up with something good. While another solid competitor analysis tool that can provide you with tons of different kinds of valuable information, there is one thing that makes it really stand out from the rest.

And that is the ability to see which keywords your competition is running ads for and straight-up download them, right then and there. But generally, SpyFu is a must-have for helping you figure out the ultimate online success formula. 

In Conclusion

So, those were 10 of the most useful free reporting SEO tools for researching your competitors’ websites and figuring out their strategies, keywords and even software that they’re using. Now that you know about all the tools that you can use to track all your SEO data. Here we have more knowledge for you to learn about how SEO works. I hope you found this article useful and good luck with your SEO campaign!

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