How to know and analyze the traffic of a competing website?

If you need to do market research then having an estimate of competing website traffic is an often necessary step. What are the marketing tools that can allow you to do this analysis and with what precision? To help you, I suggest the three most common solutions.


SEMrush

SEMrush is a tool geared towards natural and paid referencing by making it possible to analyze the visibility of our site and that of competitors on search engines. Test for yourself by indicating the domain you want to scan:

In comparison with other evaluation platforms, SEMrush can see itself as the most accurate and this thanks to a constant update of the data it records. I invite you to find the complete test .

Traffic Analytics

Developed by SEMrush, Traffic Analytics is a complementary tool that allows you to monitor the competition by providing estimates of website traffic.

Where does the traffic of your competitors, potential partners or potential customers come from? How successful are they in engaging their target audience? You can only answer these questions if you have access to the Google Analytics account of the website concerned. However, there is another way to get information about traffic channels, geographic distribution, visitor behavior, etc. from any website. This is where SEMrush's Traffic Analytics tool can help you make estimates of all of these and more.

Similarweb

Similarweb tops the list with its ease of use and the very comprehensive data it can collect. Once you enter the address of the site to be evaluated in the dedicated field, the tool presents a long list of information in great detail.

Several statistics are then displayed such as total visits, the engagement rate, the average duration of a session or the bounce rate. This evaluation platform also provides more targeted information such as the origin of visitors, the traffic gained through social networks as well as certain visitor behaviors. To further compare, Similarweb offers suggestions of sites similar to the one just reviewed.

In its free or test version, Similarweb remains quite limited. Its paid version, on the other hand, offers more features and deeper analysis.

Alexa

Alexa is one of the oldest analytics platforms still on the market. It is also a very practical tool which has kept its notoriety against its competitors.

Unlike recent analysis tools, Alexa does not present very detailed data including, for example, the number of visitors or the performance of each keyword. Rather, this platform establishes a ranking for each site in the same domain.

However, for smaller brands, this slight breakdown in analysis is not really a problem. Indeed, even if this platform seems obsolete, in certain study settings, the data it offers remains perfectly usable.

The limit of these tools

Although these tools are both powerful and comprehensive, the information they provide is only a rough estimate. Indeed, each has a flaw in the analysis process. In addition, the traffic of a site is a very unstable value which can evolve or decline over a very short period of time. Only tools like Google Analytics can collect data in real time if you are an administrator of the site in question. 

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