{"id":21470,"date":"2021-06-30T09:49:00","date_gmt":"2021-06-30T16:49:00","guid":{"rendered":"https:\/\/alejandrorioja.com\/blog\/?p=21470"},"modified":"2023-09-27T06:42:32","modified_gmt":"2023-09-27T13:42:32","slug":"competitor-research-semrush","status":"publish","type":"post","link":"https:\/\/alejandrorioja.com\/competitor-research-semrush\/","title":{"rendered":"How To Do Competitor Research On SEMRush: A Step By Step Guide"},"content":{"rendered":"\n<div class=\"wp-block-uagb-inline-notice uagb-inline_notice__outer-wrap uagb-inline_notice__align-left uagb-block-496398d7\"><h4 class=\"uagb-notice-title\">Summary<\/h4><div class=\"uagb-notice-text\"><p>Competitor research is a crucial step in managing your business. Before diving into this, make sure to specify your research expectation, company goals, and current market situation. Then, you can start by knowing your competitors and categorizing them. You can group them in terms of branding, prices, and target market approach.\u00a0<\/p><p>Collect data about your competitors\u2019 market position, products, sales tactics and results, and marketing campaigns and performance. Make sure to include competitor research in your marketing strategy.\u00a0<\/p><\/div><\/div>\n\n\n\n<p> <em>Disclaimer:&nbsp;This post contains affiliate links in which I receive commissions. The reviews and opinions expressed in this article are my own.<\/em> <\/p>\n\n\n\n<p>Competitor research has been crucial as long as competing businesses have existed, and it seems like every professional has developed their own way to deal with it.<br><\/p>\n\n\n\n<p>However, it\u2019s not uncommon for marketers and business owners to feel lost and confused facing it.<br><\/p>\n\n\n\n<p>The big questions are what should you start your competitor research with? What are the key steps you absolutely can\u2019t skip? How can you optimize your time and efforts?<br><\/p>\n\n\n\n<p>Let me help you with these and even more issues that are fundamental for insightful competitor research. In this article, I will guide you through the key steps of competitor analysis, refer to some useful tools and draw your attention to the main principles of successful research.<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.semrush.com\/partner\/alejandrorioja\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/r7u0c1N-Kk0RSbSlMB53vYA-mr84Hoefz7Yh6TiZX8wm9FaV-sWHMMhh43V1ReB5UQvwRuK8SqywMoOpdae-TLKn4Fu7xzfLYH4yuF2dEmQdMQq-Y00lTrxnfczU3jDrZe2In110\" alt=\"\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Before You Get Started<\/h2>\n\n\n\n<p>Before you actually jump straight into competitor research, you\u2019d better answer these questions.<br><\/p>\n\n\n\n<ul><li><strong>What do you expect to get from the research?<\/strong><\/li><\/ul>\n\n\n\n<p>While this may sound redundant, it\u2019s important to know exactly what you want to look for and how you\u2019re planning to use the information. Otherwise, you\u2019ll likely be pulling random metrics that seem important but don\u2019t give you the accurate picture that you need to create an actionable strategy based on the data at hand.<br><\/p>\n\n\n\n<p>So first, decide which goals you want to focus on. Do you want to monitor your competitor\u2019s PPC campaigns? Are you trying to <a href=\"https:\/\/alejandrorioja.com\/seo-tools\/\">outrank them with SEO<\/a>, or to snag some of their best content marketing strategies? Be relatively specific, and use a segmented approach to competitor research based on the framework.&nbsp;<br><\/p>\n\n\n\n<ul><li><strong>What is your company aimed at?<\/strong><\/li><\/ul>\n\n\n\n<p>Before you begin researching your competitors, it\u2019s important to articulate your own business\u2019s goals and strategies. What areas are you trying to grow in, and where could you use some help? If you know that your PPC campaigns are dominating, for example, but that your overall SERP positioning is low, the latter would be a good place to focus.&nbsp;<br><\/p>\n\n\n\n<ul><li><strong>What\u2019s the market situation in general and how do you fit in?<\/strong><\/li><\/ul>\n\n\n\n<p>In addition to checking on your company\u2019s individual goals, look at the market as a whole. Are there any new trends that you should be aware of, and do you know where you fit into it? Can you identify direct and indirect competitors right off the bat?<br><\/p>\n\n\n\n<p>Assess whether your goals are realistic or even attainable. It\u2019s not uncommon for a lot of small businesses to rush to the market and insist that they want the top-ranking in the SERPs to point to their products, even when they\u2019re competing directly against long-time mega competitors like Staples, Nike, or the Food Network. This isn\u2019t realistic, and focusing on something that isn\u2019t possible at this point in time actually hurts their potential to find other avenues of success.&nbsp;<br><\/p>\n\n\n\n<p>Once you\u2019ve examined your own business, your goals, and your standing in the market, you can start to dive into competitor research.<br><\/p>\n\n\n\n<p>Relevant: <a href=\"https:\/\/alejandrorioja.com\/semrush-review\/\">Read my detailed review of SEMrush here<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">First Steps of Competitor Research<\/h2>\n\n\n\n<p>Depending on your goals, you may decide to focus on competitors\u2019 current standing in the market, their revenue, customer relations, <a href=\"https:\/\/alejandrorioja.com\/brand-equity\/\">brand awareness<\/a> or specific marketing campaigns.<br><\/p>\n\n\n\n<p>In any case, you will always want to start with a strong action plan <em>before<\/em> you dive in. This will keep you focused and on target.&nbsp;<br><\/p>\n\n\n\n<p>While there is some variation, I know from experience that almost all competitor research journeys will involve five key steps. Let\u2019s take a look at each of them, understand why they are important and learn to execute them well using <a href=\"https:\/\/www.semrush.com\/partner\/alejandrorioja\/\" target=\"_blank\" rel=\"noopener\">SEMrush Competitive Research tools.<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Find Your Competitors<\/h3>\n\n\n\n<p>You can\u2019t do adequate competitor research if you don\u2019t actually know who your competitors are. You\u2019ll want to find both direct competitors (those competing for your exact customers) and indirect competitors (those competing for audiences similar to yours).<br><\/p>\n\n\n\n<p><strong>How many competitors should there be on the list?<\/strong><br><\/p>\n\n\n\n<p>SEMrush recently took a poll of the users of SEMrush Competitive Research toolkit \u2014 there were CEOs (25%), CMOs and senior SEO experts (20.8% each), strategists, consultants, and other chief officers.<em> <\/em>More than half of these professionals only monitored up to five competitors on a regular basis, and one-third of respondents kept an eye on five to ten rivals.<br><\/p>\n\n\n\n<p>This means that in some cases a wider net can help you get a more comprehensive view of the overall landscape. Other times, you\u2019d better narrow the focus.<br><\/p>\n\n\n\n<p>There is a tool that can help you in both cases \u2014 <a href=\"https:\/\/www.semrush.com\/partner\/alejandrorioja\/\" target=\"_blank\" rel=\"noopener\">SEMrush Market Explorer<\/a>. To begin with, when you enter just one company\u2019s website, the tool will map out the entire competitive landscape in the form of the Growth Quadrant. You will see relevant players\u2019 market positions determined by their audience size (Traffic Volume) and growth rate (Traffic Growth). This is particularly valuable when you are preparing for a new market launch in the domain with a strong online presence or benchmarking your progress against your current niche. You can switch between Top 30, Top 20, and Top 10, as well as between \u201cAll Market\u201d and \u201cNarrow Focus\u201d. The latter reveals a shortlist of the closest competitors in terms of website visibility.<\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"624\" height=\"385\" src=\"https:\/\/lh3.googleusercontent.com\/vJ2aiYMWTWixSvdb-BvjXUL1Ehl1rL2MGS0B_zJ-s_WD1SL7yzyrlQPXCePvNwkcFFlVuyX2Nxga4z_eXpWZJ5sZjAnPXhvIir84jaBGyltMU4gHEzmmGPU3-R9f3GksBL_PbAaz\"><\/p>\n\n\n\n<p>You can scroll down and see who is dominating the market online, which platforms they\u2019re using for successful promotion, and what kind of audience they attract.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Categorize Your Competitors<\/h3>\n\n\n\n<p>To pull more accurate data and leverage it correctly, break down the full list of competitors into different segments.<br><\/p>\n\n\n\n<p>Here are several ways to categorize your rivals:<\/p>\n\n\n\n<ul><li>Brand competitors fighting for your target audience to purchase vs. organic competitors who are fighting for the same users\u2019 attention in the search engines<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/KPtJ0j4e6TaFWIY-SoROPAqqTzTiVHuOSBOYEzjUO6D09ldEjS0QoLvUJZmi2SXFIRxAUYM5KDaEdh7e3Ufde4cLH5m5gGyOXUsZef-uirh3nrPynoHHVLf6xNTP-LnePQ0arcVE\" alt=\"\"\/><\/figure>\n\n\n\n<ul><li><strong>Organic competitors <\/strong>can be assessed by their <strong>market positions and growth rate<\/strong>.<br>Looking at the Growth Quadrant above, you may want to explore Leaders, Game Changers, Niche Players, and Established Players more. Depending on their place in the competitive landscape, you can either choose them as your role models in digital marketing or study them as anti-examples.<\/li><li><strong>Primary competitors <\/strong>who are targeting the same customer with the same solution<strong>, secondary competitors <\/strong>who are only targeting the same customers but using a different solution, and<strong> tertiary competitors <\/strong>who are competing with the same solution but targeting different customers. Imagine one shoe brand that promises original design and another one offering comfort and arch support. Customer\/solution fit won\u2019t be the same for them, and neither will be their marketing strategies.<\/li><li><strong>Competitors in terms of pricing<\/strong>: Apart from offering a different (or the same) solution to a different (or the same) audience, your competitor may do it for a different (or the same) price.<\/li><\/ul>\n\n\n\n<p>Sure, it\u2019s not always the price that consumers care about \u2014 it\u2019s more value for money. So, put your competitors on the graphs considering that and see where your offering is placed compared to your rivals\u2019.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Identify Your Competitors\u2019 Market Positioning<\/h3>\n\n\n\n<p>Would you snag a strategy from someone struggling to survive in the market or someone dominating it? Don\u2019t rush: the second option may be as tricky since well-known companies\u2019 moves may not work for a smaller, not-yet-as-established brand.<br><\/p>\n\n\n\n<p>You can try to detect your competitor\u2019s place in the market in many ways: you can quickly assess their online market share in the <a href=\"https:\/\/www.semrush.com\/partner\/alejandrorioja\/\" target=\"_blank\" rel=\"noopener\">SEMrush <\/a>Market Explorer tool or compile all the information you have on them manually in a spreadsheet (like in the example below).<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/jIgSsPSN0Mt02E8blN81PxJEvJavj3cGnOIAMyvuIjOfz4Onm3qQI2sO68i3eKyZywG7s7Ck-Ycjlp9lb5S6hRJfjaJ_tEAxrYG4UfmTnHnnz5ARNrx6B_hQNuLOZzKFRl36xsUq\" alt=\"\"\/><\/figure>\n\n\n\n<p>To truly understand a company\u2019s positioning and potential, you will need to research the aspects listed below \u2014 and not just once. Monitoring changes can help you derive more insights than ad hoc research.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Determine What Products They Offer<\/h3>\n\n\n\n<p>A quick way to reveal focus products or services is to check out the Top Pages tab in <a href=\"https:\/\/www.semrush.com\/sem\/?utm_source=berush&utm_medium=promo&utm_campaign=link_7-day_pro_trial\" target=\"_blank\" rel=\"noopener\">SEMrush Traffic Analytics<\/a>. The report can show you the product\/service\/category pages that drive the most visits. You can easily shorten the list of most visited pages by the keyword that interests you the most. For example, I filtered the list of Top Pages on macys.com by researching women\u2019s items.<br><\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/ujVos_zLOoXUotHYXymtEgyTDzuVjs0wStZMztHvD8YkYHYNT6DELahL7c0xnkQi9X2-oJGmcPzUR-19RilAp0601VV1tj7khlinCYE7kHSCC9uXquzv-337bxCwJX3GUvmicnAW\" width=\"624\" height=\"177\"><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>This way, you can discover the popularity of the entire product category and even reveal sources of traffic to its subcategories (in the GIF you can see women\u2019s coats, for example).<\/p>\n\n\n\n<p>To understand your competitors\u2019 product and pricing strategy even better:<\/p>\n\n\n\n<ol><li>Get back to pricing. Are these most popular products of your competitors more affordable or more high-cost than yours?<\/li><li>Review the message on these top product pages. Are CTAs targeted at one-off purchases, high-volume sales, or retaining clients? Are these items sold individually or in a package? What type of customers do they target and what do those customers need? You can get the first clues by assessing the tone of voice in these messages and the general style of branding.<\/li><\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">5. Research Your Competitors\u2019 Sales Tactics and Results<\/h3>\n\n\n\n<p>Once you\u2019ve adjusted the focus, it\u2019s time to find out what your closest competitors\u2019 sales tactics are, and how they are driving results.<br><\/p>\n\n\n\n<p>A sales analysis can be tricky, but finding the answers to these questions can help:<\/p>\n\n\n\n<ol><li>What does their sales process look like? How does it seem like they\u2019re moving users through the online sales funnel? Once again, refer to the Top Pages report in the SEMrush Traffic Analytics tool and filter the list by keywords like \u201cbasket\u201d, \u201ccart\u201d, \u201cpayment\u201d, \u201ccheckout\u201d, \u201cconfirm\u201d, etc. You may reveal the numbers of users that get to this particular stage in the funnel.<\/li><li>At what point, if any, is a salesperson involved in the process?&nbsp;<\/li><li>What marketing channels do they use? Look at content marketing, referral and affiliate marketing, social marketing, SEO, and PPC campaigns right off the bat; these are easy to identify with the Traffic Sources report in SEMrush Traffic Analytics and the \u201cEntrance Sources\u201d column in the Top Pages tab.<\/li><li>Does it seem like they are expanding, scaling down, or staying stagnant? (You can guesstimate the situation by observing the traffic dynamics in Traffic Analytics + don\u2019t ignore any trustworthy news sources that you come across)&nbsp;<\/li><li>What is their annual revenue each year? Some corporations publish this online, while others make part of compiled industry reports<\/li><li>How do they incentivize purchases? Do they regularly discount their products or services, or offer free shipping, free samples, or free returns? Look at their ads to find out.<\/li><\/ol>\n\n\n\n<p>A big part of these findings can be gained with the right tools. Nevertheless, an astonishing 30% of professionals still gather competitor data manually, as our poll revealed.<br><\/p>\n\n\n\n<p>Sure, no software will replace a good analyst completely, but why waste employees\u2019 precious time on something that can be automated?<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Explore Your Rivals\u2019 Marketing Campaigns and Performance<\/h3>\n\n\n\n<p>Try to understand how your competitors build relations with their customers \u2014 and borrow a couple of successful techniques, of course.<\/p>\n\n\n\n<p>Fortunately, the <a href=\"https:\/\/www.semrush.com\/partner\/alejandrorioja\/\" target=\"_blank\" rel=\"noopener\">SEMrush Competitive Research<\/a> bundle offers solutions to look at your rivals\u2019 online tactics from every angle: SEO & organic traffic, PPC channels, social media, and content marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">+ Bonus Recommendation: Keep the Competitor Research Part of the Routine<\/h3>\n\n\n\n<p>You need to focus on a competitive strategy when it comes to promoting your business, and that means a routine part of your overall marketing work. 57% of our surveyed users said that continual monitoring of changes was one of their biggest struggles in competitor research. Nevertheless, analysis has to be done regularly to reveal trends and the overall market situation more accurately. <a href=\"https:\/\/www.semrush.com\/sem\/?utm_source=berush&utm_medium=promo&utm_campaign=link_7-day_pro_trial\" target=\"_blank\" rel=\"noopener\">Monthly Competitor Analysis Template in My Reports<\/a> is one of the ways to meet this challenge.<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.semrush.com\/partner\/alejandrorioja\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/CRm50GalpJjy5BM-B3zlQXyxEeLQ7CkVIrUYeJdwpYbmHUkaRos3xUv51ml050Rpo8ERDWbK_ITSphkfx73C8jmINfnanuvKHSmrWxkHBnQnKrT8Z30DaQeMWhyKrqKY7AznvFf2\" alt=\"\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>Even if at the moment your marketing campaigns seem to be working, and the business is going well, you may always be aiming at something higher than that.<br><\/p>\n\n\n\n<p>Even the basics of competitor analysis can alert you to any changes in the market and help you ensure that you\u2019re using cutting-edge strategies to outperform your competition.<br><\/p>\n\n\n\n<p>If you liked this post, learn about more resources and guides that I have created on SEO here:<\/p>\n\n\n\n<ul><li><a href=\"https:\/\/alejandrorioja.com\/understanding-programmatic-seo\/\">Understanding the basics of programmatic SEO<\/a><\/li><li><a href=\"https:\/\/alejandrorioja.com\/on-page-seo\/\">Top 11 On-page SEO tips<\/a><\/li><li>What are the must-have<a href=\"https:\/\/alejandrorioja.com\/off-page-seo\/\"> Off-page SEO factors?<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Disclaimer:&nbsp;This post contains affiliate links in which I receive commissions. The reviews and opinions expressed in this article are my own. Competitor research has been crucial as long as competing businesses have existed, and it seems like every professional has developed their own way to deal with it. However, it\u2019s not uncommon for marketers 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Rioja","author_link":"https:\/\/alejandrorioja.com\/author\/alerioja\/"},"uagb_comment_info":1,"uagb_excerpt":"Disclaimer:&nbsp;This post contains affiliate links in which I receive commissions. The reviews and opinions expressed in this article are my own. Competitor research has been crucial as long as competing businesses have existed, and it seems like every professional has developed their own way to deal with it. 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