Analysing the Opposition: Who are my competitors?

The toolbox provides different means for you to find your competitors. This tutorial will show you ways for a quick analysis of your competitors. In order to take part in this tutorial, all you need is the SEO-Module and web analysis software (Google Analytics, Matomo, etracker etc.).

Analysing Competitors In The Toolbox

Everyone who maintains a website should have information about competitors. To find them, sign into the SISTRIX Toolbox, choose the SEO-Module and enter your own domain into the search field on the top-right. In this example, we will use theneweuropean.co.uk – a newspaper launched in the UK in 2016 – and look at who the competitors are for this market.

Levels Of analysing competitors

Before examining your competitors, it is useful to know on the various ways in which you can do this. In this tutorial, we will examine competitors on two levels.

  • Entire Domain Level
  • Predefined Keyword-Sets

Now, we will look at both of these competitor evaluations through an actual example.

Research on a domain level

We will first look for competitors based on the entire domain. Enter the domain into the search field on the top right and then click on „Competitors“ in the navigation menu to the left. Now we have a choice between analysing the entire domain, or one of the sub-domains, directories or URLs found by the toolbox. In this example, we will just use the entire domain.

 

In the following table, the evaluated domain always has 100% in the “Competition“ row, with the competitive strength of your opposition shown in relation to that.

For this tutorial, only the first 11 results are listed in this table but we usually list 100.

What do the “Rankings” bars show?

Most of these competitors will be pages with many identical rankings on Google. The left half of „Rankings“ shows a representation of the keywords where the respective domain ranks better than the analysed domain. The right half, on the other hand, shows the rankings where the analysed domain has better rankings.

This analysis of your competitors can result in some outliers which are generally easy to identifiy based on the domain name. dummies.com could be an example here.

Research with a keyword

Researching a keyword in the SISTRIX Toolbox is also an easy way to find competitors. The results here would closely match the Google search results for that search term but, unlike the search engine, the toolbox shows changes in the results and can, if desired, be used to see the history for a domain and the keyword.

Now enter “european citizenship“ into the search field of the toolbox to see the following table: (shortened from the original 100 results).

You will now see a list of potential competitors, ranked by importance for the term “european citizenship“. Our example page is on position 17. We also see that it is ranked 9 positions lower compared to the week before and we can also see URLs that have risen compared to the week before. If we now want to build up a competitor-monitoring system to monitor and analyse our rankings in the SISTRIX Optimizer, we can use the most relevant competitors from this list. Again, some outliers can be expected.

The buttons next to the results are very important. If you hover and click on the button „Show keyword history“, you will see the ranking history for this domain for the specified search term. In the keyword history, you can also click on the gear in the upper right hand side of the graph and choose “compare diagram”. This will allow you to add up to 3 domains to the graph. This is important for keeping an eye on trends your competitors may show. For our example page this could look like this:

Using just one keyword, however, is usually not enough to find out your direct competition. Repeat the process with different focus keywords to get a results for a range of competitors.

Conclusion

Whether using a keyword or the entire domain – with the SISTRIX Toolbox you will be on the tail of your important competitors in no time. In the end, you will, of course, have to also use your own criteria to determine if a suggestion made by the Toolbox is a competitor or not. The more time you spend on finding the correct search phrases for your selection, the better the results will be.

Have fun trying it yourself and doing your own research with the SISTRIX Toolbox.