63 Best Web Competitive Intelligence Tools Аnd Techniques

Today, web competitive intelligence tools and techniques are your biggest opportunities to grow business and market share.

Performing high-level online competitive research and marketing analysis is crucial to your success.

Track your competitors to learn, improve, get inspiration, and outperform.

On this page:

  • What is competitive marketing intelligence? Definition and benefits.
  • 23 best web competitive intelligence techniques, methods, sources, and examples.
  • 39 top web competitive intelligence tools
  • Infographic in PDF.

What is competitive intelligence? Definition and Benefits.

Simply, it is the process of collecting and analyzing information about your competitors, industry, and marketing environment.

Today, the variety of marketing research tools and techniques is impressive.

With them, you can dig into your competitor’s strategies and make marketing decisions based on valuable data.

Moreover, you can gain long-term benefits such as:

  • Understand better your competitors and thus stay ahead of them
  • Be more nimble and react quickly to your competitor’s actions
  • Learn from successes and failures in the market
  • Target the right market segments and attract qualified customers
  • Avoid pitfalls and innovate successfully
  • Get inspiration for new ways to grow your business

Below are 60 powerful tools and techniques to monitor your competitors marketing strategies, efforts, and results.

Best Online Competitive Intelligence Techniques, Methods, and Sources

Competitive intelligence techniques and tips - infographic

1. Evaluate the content on the competitor website

A marketing content strategy is one of the best ways to set yourself ahead of the rest. It’s important to directly compare your content to your competition.

Evaluating a competitor’s website content is pretty easy to do. And it is something that should always be your priority.

Here are some critical aspects of a content strategy you need to review:

  • What type of content is housed?
  • What types of content creation do your competitors focus on and how often they are publishing. Different types of content can include blog posts, white papers, eBooks, videos, podcasts, press releases, case studies, etc.
  • What is their most shared and liked content on social media?
  • What is the most commented content on their website?
  • How is their content ranking versus your content?

The above aspects can give you a good idea of where you should spend more effort and resources.

2. Pay special attention to their blog

Blogging is still a key component of any digital marketing strategy.

Check if your competitor’s blog is an uninspiring place full of keywords, or if it discusses hot industry topics that aim to resolve consumer problems and needs.

Subscribe to the competitor blog’s RRS feed.

Once you’ve researched their blog, you can determine the frequency of publications and the quality of the text, and most importantly you can see how it compares to yours.

For example, let’s say you’re a company that offers data analytics software.

You may find your competitor has 300 blog posts (publishing once every business day). You also note that this competitor focuses on three topics in their content: data mining applications, business intelligence, and data visualization. But they have pretty low content related to artificial intelligence and its rising importance in our age! This is a weak place where you could easily overtake their market share.

3. Check how engaging your competitor’s website content is to their readers

In the competitive market research, it is critical to check also how engaging your competitor’s publications are to their readers.

In other words, how their target audience responds to the website content. Do readers like the content? Do they find it helpful, valuable, and inspirational?

Check the number of shares, comments, and likes on your competitor’s content.

Determine what topics gain the most of the shares and comments and find out if the comments are negative or positive.

4. Check any of the product-related pages on your competitors’ websites

This includes product descriptions, product reviews by customers, help articles, forum activities, product photography, and more.

For example, the forum topics can give you information about user experience (UX) and the product areas that are difficult to use.

The product description will show you how competitors explain their products and communicate benefits. Spot what information is missing in descriptions and think why.

The key point here is to check regularly the competitor’s page to stay updated with the new movements and offers.

5. Track testimonials and case studies on the competitor’s website

To find out the most valuable customers of your competitors and how they are winning clients, you need to track their testimonial pages, case study pages, YouTube channel, and other pages where they feature quotes.

Are competitors adding new case studies or customer testimonials on or off their web pages?

Check these pages regularly. They are a vital part of the competitive marketing intelligence that shows how effectively your competitor builds brand strength.

6. Don’t stop at the competitor’s website

Content takes on various forms, and it won’t always be only on your competitors’ websites.

While a lot of content may be shared on their website, you should analyze other web competitive intelligence resources such as:

  • press releases
  • off-site blogs created by important industry influencers
  • events
  • sponsorships
  • announcements
  • news in magazines, etc.

Monitoring press releases is one of the easiest ways to find out how your competitors want to be perceived. A great tip here is to set up Google Alerts on their brand names to follow announcements and important updates.

Tracking news mentions is a powerful web competitive intelligence technique as the strategic press is an efficient way to create a brand and gain popularity within your industry.

Monitoring industry press will tell you what people are saying about your competitors and how they’re positioning themselves against you. Again, you can use Google Alerts to be informed of these mentions.

7. Research social media posts

Social media networks are wonderful ways for companies to interact with users and customers.

Evaluate how your competitors are using social media and how competitors promote their brand identity and voice.

Visit these social media sites to see if your competitors have a profile:

  • Facebook
  • Twitter
  • LinkedIn
  • YouTube
  • Pinterest

For each social network, pay attention to the number of followers they have, the frequency of posting, the type of content, and the frequency of fan interactions.

Consider using social mentioning tools – they are doing a great job.

For example, Hootsuite is a social mentioning tool that allows you to see how often competitors post, how they engage with customers as well as allows you to manage greatly your own social media presence.

Note especially what is the type of articles that people like, and don’t like. Spot the times of day when people engage the most with your competitor posts.

8. Research your competitor email marketing

Most of your competitor’s efforts are relatively easy to track because most are public.

However, seeing your competitor’s marketing emails is not so easy task. But, it is a critical one. Why?

Understanding your competitors’ email marketing shows you how they nurture and increase their user retention.

How can you research competitors’s email efforts?

A common practice is to subscribe to competitors’ newsletters or sign up to their products to receive their emails.

It is a good practice but still has its problems, such as:

  • It takes a lot of time to go over every email.
  • You see each mail, but it’s hard to get the whole picture and strategy.
  • You only see part of the emails because you get the emails based on how you engaged.

To be a data-driven marketer, you need a better way to collect data about their emails.

This is where competitive intelligence tools like MailCharts, Owletter, and eDataSource, come to help you.

They don’t only track your competitors’ emails but also let you see things like a stats breakdown of sending time, segments, seasonal emails and much much more.

9. Get to know their customer acquisition and retention strategies

Customer acquisition and retention are the most lucrative ways for every company to improve business and sales.

What customer acquisition/retention techniques do your competitors use?

Do your competitors have a customer reward program? Do they have an affiliate program? How your competitors create brand loyalty?

Does your competitor surprise their customers on their birthday or invite them to education events?

You should constantly gain fresh and real information on your competitor’s discounts, promotions, and loyalty programs.

How can you gain these data? Here are some ways:

  • Revise your rivals’ social media pages, where they are frequently reviewed. Learn from the reviews, opinions, and suggestions, and use them in your business.
  • Research their website to see how competitors announce their promotions, loyalty programs, etc.
  • Survey competitor’s customers
  • If it’s possible, try to survey high profile competitor’s customers as they can explain what keeps them loyal to the brand.

You need to research and understand the real value that customers receive from your competitors.

Consumers will switch brands if they can get more value, so you need to give them a reason to choose you over your competitors.

10. Perform Sales Funnel Hacking

At the heart of any business are its sales strategy and sales funnel.

‘Funnel Hacking’ is a new marketing skill that refers to examining the online sales funnels used by your competitors.

Why is funnel hacking important?

Because it shows you something that already works. You can model your sales funnel using a system that is already working for your competition.

You can understand all the stages of your competitor’s sales funnel and implement them on yours doing some improvements.

With the help of funnel hacking, you can gain answers to questions such as:

  • What sales channels are your competitors using?
  • What does their sales process look like?
  • Do they have partner reselling programs?
  • What lead magnets are they using (free whitepapers, PDF checklist, report, eBook, video, etc.)?
  • Do they do product demos?
  • Are they running Facebook ads to a landing page?
  • Do they host virtual conferences?

The goal is to notice strengths or weaknesses in your competitors’ sales strategy, so you can shape your own.

Ways to research your competitor’s sales funnel and strategy:

  • Try and book a demo (or a call) with the competitor yourself.
  • Test various elements of their sales funnel such as their landing pages, email sequences, and even retargeting ads.
  • Become a regular customer of your competitor.
  • Join their email list
  • Analyze their traffic sources with the help of tools such as Ahrefs, SEMRush, and SpyFu.

11. Perform SEO competitive analysis

A comprehensive SEO analysis is a great web competitive intelligence technique that can show you how your competitor is winning organic visibility, what keywords bring traffic for them, and which backlink strategies are successful.

Finally, you can use this information to grow your own site’s organic traffic.

At the heart of that competitor’s SEO analysis process is keyword research.

You need to identify how well are your competitors using keywords. Are keywords included in the page title, H1 tags, content, internal links, etc. This will show you how serious is your competitor about the keyword strategies.

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Not only should you check the keyword density of the content but it is vital to discover which exactly keywords your competitors are utilizing.


For the purpose, specialized SEO tools like SEMrush and Moz work the best. They are wonderful web competitive intelligence tools that show you which keywords your competitors rank for and their percentage of organic and paid traffic.

SEO tools also help you analyze how well your website is performing against your competition and which keywords are generating quality leads to your site.

12. Pay special attention to the competitor backlink portfolio

Besides keyword research, you will want to check the competitor backlink portfolio. Backlinks are of great importance as the healthy backlinks lead to a huge improvement of the site’s domain authority.

You can use tools like Open Site Explorer or Ahref to gain detailed insights into your competitor’s backlinks. Make a list of the strong ones and then target the same domains for backlinks.

It is worth the efforts to target the same domains for quality backlinks. You can offer them guest posts or other values in exchange for the links.

13. Reveal the competitor’s technology

Marketers and business owners use web competitive intelligence techniques to craft their products and campaigns. But competitive technology intelligence is still a hugely overlooked area.

Knowing technology stacks of your competition allow you to identify potential gaps in your own tech stack and look for missed opportunities for driving growth and improve digital customer experience.

You can use online competitive intelligence tools (like Datanyze Insider, Whatruns, Wappalyzer, and Ghostery) to reveal the competitors’ technology and find out where they are investing for growth.

14. Research competitors’ ads

Where are your competitors spending money when it comes to ads? What’s their ad copy like? Do they purchase web ads?

Are they active on Google Ads, Google Shopping, and the Google Display Network?

All great questions and you can find the answers with the help of sites like Moat, WhatRunsWhere, and Adbeat.

They can display ads used by your competitors across the web.

15. Break down your competitor’s pricing

The pricing strategy is one of the most important components of every business.

But just watching the numbers of prices is not enough for gathering successful competitive intelligence.

You need to evaluate and understand all of the features and components of your competitor’s pricing strategy (such as discounts, fees, distributing channels, additional services, pricing segmentation, etc. )

Moreover, you have to educate your sales team about your competitor’s prices so that they can best position the value of your solutions.

How you can find info about competition prices?

  • Check competitor’s websites and discount announcements
  • Use competitor price tracking software as Prisync and Price2Spy
  • Check sites specially created for reviewing products (as G2 Crowd and Software Advice in the software industry).

16. Keep an eye on your competitor’s product reviews

The number of third-party review sites for sharing customer feedback is constantly growing. It makes it incredibly easy for you to gain valuable info about your competitors.

For example, review websites such as G2 Crowd and Software Advice in the software industry, are full of customer advice, recommendations, or complaining about your competitor’s products.

Other popular examples of sites where people share their experiences are Google Plus Local and Yelp.

Pay attention to how many reviews your competitors have in comparison to yours.

17. Research LinkedIn

LinkedIn is a very useful place when it comes to finding employee-related information for your competitors.

Sign up on LinkedIn to follow a company and get alerts when updates are published on its LinkedIn page.

Check in the profiles of your competitor’s employees – their qualifications, previous jobs, positions, skills, certificates, and etc.

This is precious information about the people’s level of knowledge, experience, and professionalism.

18. Check who’s on Quora

Quora holds a tremendous database of interesting competitive questions on various topics.

Regularly, company employees provide professional answers and they reply using their true identities to promote the company where they work.

Find the answers to your competitor’s staff and pay attention to their writing style, profile, company presentation, etc.

19. Keep an eye on the team page on the competitor’s website

The team page can show you details about the employees and give you a clue about the employee retention rates or other details for web competitive intelligence.

For example, if a competitor’s Sales Managers leave often, it may be a sign that employee retention rates are low or that sales are not on the desired level.

Also, research the employees who hold respected and leadership positions by reading the “About Us” page and employee bios on the company’s website.

20. Read employee reviews

This is one of the easiest ways to research employee information. Just go to third-party review sites like Glassdoor and Indeed and check what current and ex-employees are saying about the company.

Do not forget to check regularly these sites to be updated about the latest ratings on your competitors.

21. Monitor hiring pages, job ads, and the key job boards

Knowing the open job positions can provide insight into where are the competitor’s efforts on future growth.

Are they developing a new solution or technology? Are they going international? Are they hiring in marketing or project management?

Job portals like Indeed are a massive place for position postings because it compounds listings from many online job boards.

Keep special attention to the skills a company wants to hire. They’re a leading indicator of new initiatives and moves.

22. Use competitive location intelligence

Do you know how many people are visiting your competitors’ locations/stores? What about your competitors’ hours and pricing?

Location competitive intelligence can tell you. Location intelligence helps you monitor activity at competitor locations and get stat about foot traffic such as unique and repeat visitors.

Knowing the physical locations of your competition can be a key way for business growth, especially if you are in the retail industry.

Analysis of your competitor locations can help you:

  • Spot potential profitable locations to open new retail stores
  • Maximize your performance by tracking your competitors’ hours or pricing, and adjusting yours
  • Identify purchasing habits and customer needs
  • Identify locations to avoid

To perform location intelligence, you can use tools like Google Maps – Business, Gravy Analytics, and Liberty Metrics.

23. Check the financial health of the competition

Check the financial health of your competitors to discover things such as their gross and net profit margins, salaries, compensation, etc.

Thus, you can see the differences in your financials and find out why these discrepancies exist.

You also can discover if your competition using money more effectively than you are.

Popular sources to get financial information about competitors:

  • IRS, the Bureau of Labor Statistics and the U.S. Census Bureau.
  • The investor relations section on your competitor’s website. It has information such as an archive of annual reports, often going back several years.
  • A Google search for the name of your competitor with the words “revenue,” “annual report,” etc.
  • Industry associations

The above competitive intelligence techniques and methods will help you understand, analyze, and learn from your competitors’ strategies.

But they work best in combination with the right software tools.

Below are the top online competitive intelligence tools that will allow you to monitor your competitors and shape your marketing campaigns.

Best Web Competitive Intelligence Tools

24. Use Hootsuite – social media intelligence

Hootsuite print screen - great for web competitive intelligence

Hootsuite is a popular free web competitive intelligence tool and social media search software that aggregates content from across the universe.

It allows you to collect valuable information for what your competitors and your customers are saying across the web’s social media landscape in real-time.

Hootsuite is one of the best free social media listening tools that covers many social networks such as Twitter, Facebook, LinkedIn, WordPress, Foursquare and much more.

Price: limited free plan and premium plans

25. Use Google Alerts

Google Alerts Print Screen

Google Alerts is one of the most popular free alert services that allows you to follow mentions on the internet about practically anything you want – company, brand, customers, competitors, purchasing patterns, and so on.

Example of other similar services to Google Alerts are Mention and Talkwalker Alerts. They provide even advanced features for tracking mentions in the online landscape.

Price: free

26. Check Glassdoor to see your competitor’s reviews

Glassdoor is one of the world’s largest and most popular job and recruiting sites. It provides a free database with millions of company reviews, CEO approval ratings, interview reviews and questions, salary reports, benefits reviews, office photos, and more.

Glassdoor also is a useful web competitive intelligence tool as it gives you answers to questions such as why people like working for particular companies, what the employees of your competitors say, and etc.

Price: free

27. Crunchbase – a platform for finding business information 

Crunchbase - one of the best methods to collect business data

Crunchbase is one of the best and most innovative platforms for finding business information about private and public companies.

Crunchbase data include investments and funding information, news, and industry trends, individuals in leadership positions, mergers, and etc.

Examples of things you can do with Crunchbase: follow companies you care about, find a unique list of companies, access company’s data as web traffic information and mobile app analytics.

Price: free and premium

28. Crayon Intel Free – monitor competitors content and design changes

Crayon Intel Free Print Screen

Crayon is a comprehensive market intelligence platform that helps businesses track and analyze competitor’s activities. Crayon Intel Free allows you to get a sample of competitive intelligence on companies, including their blog posts and video content. You receive daily email digests.

Moreover, this software tool allows you to assemble a collection of your toughest competitors or favorite brands. You can track any number of companies.

Price: Crayon Intel Free is completely free to use. The company also offers Crayon Intel Pro that is a paid option but it is one of the greatest market and competitive intelligence tools with powerful analysis.

29. Follow – competitor monitoring

Follow is a web competitive intelligence tool that allows you to get insights on any website you want. Over 30000 people use it to gain valuable competitive insights which help them make better business decisions.

Follow lets you see a high-level overview of any site including traffic estimates, search engine optimization, search engine marketing, display advertising, affiliate marketing, demographics, and etc.

They combine multiple sources to bring you a very comprehensive and high-level overview of any site’s marketing data.

Price: free and premium plans

30. SimilarWeb.com – monitor competitor traffic

SimilarWeb.com - competitor monitoring software tool - screen shot

SimilarWeb.com is one of the top marketing intelligence tools when it comes to monitoring competitors website traffic.

With this tool, you can: benchmark against your competitors and industry; reveal your competition’s analytics and online strategy; discover new partners, leads or affiliates; identify trends; understand consumer intent and journey.

SimilarWeb is a very easy to use software solution. It gains insight into any website’s statistics with the click of a button.

Price: free and premium package

31. SEMrush Competitive Intelligence add-on – derive insights from competitors’ traffic

The SEMrush CI package includes two tools:

  • SEMrush Traffic Analytics reports on website traffic stats and digital performance metrics of any domain and helps you to get a broader view of competitors or score leads, prospects, and potential partners.
  • SEMrush Market Explorer lists all the relevant industry players and their market shares and draws a portrait of the in-market audience. This is the tool for you if you’re researching a new market or niche.

Note: unlike other similar solutions, these tools provide historical and regional data in their paid subscription by default.

32. Quantcast Measure – monitor competitor traffic

Quantcast software platform is one of the biggest players in the world of web competitive intelligence and data mining companies. Quantcast provides a full audience demographic and geographic profiles for your website as well as your competition’s.

It gives you details such as interests, shopping habits, brand preferences and more. You can see the audience’s gender, number of children, age, education, and etc.

Quantcast is a powerful software engine for brand marketers, publishers, and business owners to make smarter data-driven decisions.

Price: Quantcast Measure is free. Quantcast Measure Enterprise is a premium solution.

33. SiteAlerts – monitor competitor traffic

SiteAlerts Print Screen

SiteAlerts competitive intelligence tool gives you instant insights on any website you want. It answers questions such as “How much traffic do they get?”, “Where does it come from?” “What tools do they use?” and many others.

You can easily track things like marketing stats, traffic sources, social media stats, funding rounds, press mentions.

And SiteAlerts also let you see which technologies your competitors use (particularly SaaS products).

Price: Free and premium monthly subscription.

34. Fanpage Karma – social media intelligence

Fanpage Karma is a social media intelligence tool. With Fanpage Karma, you not only analyze your profiles and those of the competition but also you are able to manage all your customer conversations in one tool.

Fanpage Karma can analyze your and your competitors’ presence on Facebook, Google+, Twitter, Instagram, YouTube, and even Pinterest. The social monitoring is always on alert for you – keeping you up to date with what is happening on Twitter and Google+ while also keeping an eye on the competition.

Their free plan provides you with detailed analysis for 1 fan page, basic dashboard, weekly reports and alerts for 90 day analysis period.

Price: free and paid plans.

35. Visualping – tracking competitor site changes

Visualping - tracking competitor site changes print screen

Visualping allows you to track competitor site changes. Visualping is a new, easy to use and very convenient tool to monitor website changes.

Their Chrome app allows monitoring pages with only 1 click directly from the page you wish to monitor. Users receive an email when changes are detected.

What differentiates this marketing intelligence app from the other ones is the fact that it detects visual changes (hence the name Visualping) not text.

Price: free and paid plans.

36. Pagescreen – website monitoring and screenshot automation

Pagescreen is a very simple platform and web competitive intelligence tool to capture and archive visual copies of different web pages.

With its screenshot automation and change detection technologies, it is a piece of cake to monitor your competitors’ websites, to build and collect intelligence.

Pagescreen facilitates the monitoring of any website.

Price: free and pro.

37. Competitor.email – competitors email analysis

Competitor.email Print Screen

If you want to uncover your competitor email marketing strategy, Competitor.email can be your solution. It is an email marketing intelligence tool that allows you to view, track, analyze, and report on your competitors’ email marketing communications.

Competitor.email is a software platform that lets you gain invaluable insight into your competitors’ eCRM strategy.

With several clicks, you’re able to discover, compare and understand your rivals’ email marketing efforts.

Finally, Mailody lets you compare your email data vs your competitors.

Price: 2 levels of pricing, depending on your priorities and needs.

38. Datanyze Insider – reveals the competitor’s technology

Datanyze Insider instantly reveals high-level information about the website you’re browsing and the company that powers it. It lets you see data points like employees, revenue, and current technology providers. You also can visit the company’s social pages right from the window.

Moreover, the tool list builder allows you to add new contacts to Salesforce or a Datanyze list in one click.

In addition, it allows you to export the contacts to a CRM, spreadsheet or other sales automation tool to fastly turn them into a targeted outbound campaign. And more importantly, you can identify the technology choices your competitors use.

Price: free

39. Whatruns – reveals the competitor’s technology

Whatruns - software thta reveals the competitor's technology

Whatruns is a free but powerful browser extension that helps you identify technologies used on any website. One of the most simple competitive intelligence tools.

WhatRuns shows you everything that powers a website. Are you wondering, what web apps your competitors pay for? Which CDN they’re hosted on? How they track their visitors? WhatRuns is one of those competitive intelligence tools that answers all of these questions and even much more.

Also, this app keeps you updated with the pace by letting you know when a website starts or stop using technology.

Price: free

40. Mediatoolkit – competitors mentions

Mediatoolkit is a powerful web competitive intelligence tool for monitoring online mentions of your brand or your competitor’s brand in real-time. Mediatoolkit makes sure you know about every article, hashtag, and comment relevant to the name you want to track.

Be it profiles on Facebook, Twitter, and Instagram, or updates from websites, blogs, and forums, you can find mentions from any source in the world.

With Mediatoolkit, you also can compare with competitors, track current industry topics, find social media influencers, identify engaging posts and analyze brand sentiment.

Price: free and premium plans.

41. Rank Signals – competitor’s backlinks and traffic sources 

Rank Signals is a backlink checker tool and SEO software to easily uncover SEO backlinks and traffic sources of your competitors.

Finding and identifying your competitors’ best links is one of the most effective link building strategies you can use. Rank Signals builds a solid foundation for your link building strategy.

In addition, the tool shows social media metrics across major social media networks such as Facebook, Twitter, and Google Plus.

Price: free

42. iSpionage – uncovering competitors conversion strategy

iSpionage Print Screen

iSpionage is a web competitive intelligence tool that allows you to easily steal your competitors’ traffic and uncover their conversion strategy.

iSpionage is a quite valuable tool because it lets you find profitable keywords faster with competitors’ PPC keyword list, find out how much your competitor spends per month on Adwords, download competitor’s SEO keywords list, and more.

This a software solution that helps you to increase conversion rates, generate more leads and drive targeted traffic.

Price: premium plans

43. Moat – competitors ad creative

Moat - competitors ad creative

Moat is one of the top digital-ad search engines. It displays ads used by companies across the web.

MOAT is a great free tool that allows you to view not only the ad unit but also many other details such as what website it appeared on, what are the dimensions of the ad, file size, and file type and etc.

Simply type in the company name and see the ads that they’ve used in the past.

Price: free and premium plans

44. RivalIQ – for tracking social media success

RivalIQ Print Screen

RivalIQ is an online marketing analytics platform with web competitive intelligence.

It helps you track social media success, improve your social strategy, and finally keep an eye on everything your competitors are up to.

Price: free and premium plans

45. Talkwalker – social media monitoring 

Talkwalker is a very powerful tool that lets you convert real-time customer conversation into a marketing campaign.

Talkwalker’s Free social search monitors every conversation about your brand, or your competitor’s brands, hashtags, and competition on social media.

The tool is so easy to use that you can get in on every single conversation about your brand with just one click. It also lets you know everything about your competition across the internet.

Price: free and premium plans

46. Owler – community-based competitive insights

Owler - community-based competitive insights

Owler is a community-based competitive insights software tool. It provides business information and help you uncover the latest industry news and alerts.

Owler is great web competitive tool when it comes to identifying who your potential competitors are and how you stack up.

You can use it to view a snapshot of the core details for your top competitors.

Price: free and premium solutions

47. SpyFu – research your competitor online search traffic

SpyFu is one of the top web competitive intelligence tools when it comes to understanding how you compare to your competition in online search traffic.

It exposes the search marketing secret solutions of your most successful competitors. It shows you the competitor’s most profitable keywords and ads for paid and organic search.

The tool focuses on the performance of your website as well as your competitor’s website as part of your overall competitive marketing strategy.

Price: premium plan

48. Ahref – link popularity and backlink analysis

Ahref - link popularity and backlink analysis software

Ahref is one of the best SEO tools out there. It can provide you with a wealth of information on your competitor’s external links, top pages, linked domains, and much more.

Ahref allows you to learn why your competitors rank so high and what you need to do to outrank them.

Price: premium plans

49. Alexa – web ranking tool

Alexa is also one of the top SEO tools. It helps you to grow your search traffic, find untapped opportunities and monitor your niche.

Alexa also is a very powerful web competitive intelligence tool as it can help with benchmarking your site against your competitors.

You can discover how you can outperform the competition in traffic, keywords, backlinks, identify competitor strengths and weaknesses, and do more with a competitive website analysis.

Price: free and premium plans

50. BuzzSumo – discovering competitors’ content strategies

BuzzSumo Print Screen

BuzzSumo is a great tool that will let you know the current trending topics and what content your competitor is focusing on.

Actually, there’s no better web competitive tool to find out what content is working best for your competitors.

Moreover, BuzzSumo can help you create your own marketing content strategy.

Price: free and premium

51. Built With – website profiler and competitive intelligence

Built With - website profiler and web competitive tool

Built With is one of the most powerful and top website profilers, web competitive intelligence, and business intelligence tools.

Their product range is quite comprehensive and includes sales intelligence, lead generation, and market analysis tool for web technology, and much more.

Price: premium plans

52. Feedly – monitoring competitor’s content

Feedly Print Screen

Feedly is a great tool that allows you to keep up with all the topics that matter to you including your competitor’s content.

You can very easily monitor news about your company or your competitors. You can also use Feedly to find new competitors.

Price: free and premium plans

53. Prisync – competitive pricing intelligence

Prisync is a competitor price tracking software tool for all-sized companies.

Competitive pricing intelligence is critical in today’s dynamic market and Prisync acts as a secret marketing weapon.

Prisync is an extremely flexible and automated way for gathering competitive pricing intelligence. It allows you to analyze competitor prices to come up with a smart competitive and pricing strategy.

Price: premium plans

54. Intricately – monitoring competitor’s CDN, video, and security technology 

Intricately is a different web competitive intelligence software tool.

It can show you details about how your competitors are using CDN, video, and security technology and more across the cloud.

The tool also notifies you when the competitors add new technology to their site or renew a contract with a competitor.

Price: premium plans

55. US Census Bureau – data about companies, economy, and trends

US Census Bureau is the federal government’s largest statistical agency.

It has an enormous amount of data about people, companies, economies, and trends.

You can get very relevant data about your market.

Price: free

56. Pew Research Center – tracking key market trends

Pew Research Center is a powerful tool you can use for tracking key market trends. It provides information about issues, attitudes, and trends shaping the world.

They conduct content analysis, demographic research, and other data-driven social science research.

Price: free

57. SurveyMonkey – a powerful online survey tool

SurveyMonkey is a popular tool that works great for web competitive intelligence.

It allows you to perform any type of online survey, be it for the purpose of market research, competitive analysis or customer feedback.

The platform is very easy to use and the huge amount of data collected can seamlessly be analyzed through advanced data analysis methods.

Price: basic free plan and premium options

58. Qualtrics Research Core – one of the best enterprise market research platforms 

Qualtrics Research Core - one of the best enterprise market research platforms 

Qualtrics Research Core is one of the most trusted and best enterprise market research platforms across the globe.

It allows you to get the data you need to make key business decisions.

From product testing to customer feedback and competitor’s brand tracking,  Qualtrics has it all you need for comprehensive web competitive intelligence.

The platform also uses Artificial Intelligence in analyzing survey data for predicting market trends.

Price: basic free option and premium plans

59. Google Maps – Business

Google Maps – Business can show you a more broad insight into your competitive location.

Your competitor’s business profile appears right when people are searching for their business or businesses like yours on Google Search or Maps.

On the other hand, free registration in Google Maps – Business helps you to grow your competitive advantage and increase your online visibility.

Price: free

60. Open Corporates

Open Corporates is an open database of companies and businesses – widely available for the public benefit.

If you need information about your competitor’s revenue, employees or how long the company exists, Open Corporates can be very useful.

Price: free

61. SEOlium

SEOlium is a new Google rank tracker tool for SEO. You can use it to monitor your market and use the data to better understand and improve your business.

It’s a quite different and powerful tool. Unlike other similar tools, SEOlium produces, own, and fully controls their raw data (Google ranks).

As such, there are no artificial limits (number of projects, competitors, or reports). You have consumption-based pricing.

SEOlium is extremely accurate with superb user-Interface and speed and has many many other great features.

62. AeroLeads 

While etching out perfect marketing plans for your business, it’s your sole responsibility to keep an eye on your competitor’s strategy too!

Through competitive intelligence tools, one can easily sense their email marketing plans, SEO strategy, blog activities, backlinks, ads, and financial health.

AeroLeads helps you trap all the data which can give a hint on your competitor’s marketing plans.

It will help you to find email address, phone numbers, affiliate marketing data, leads, partners, and demographics, all with just one click. All this will help you improve your content on the website and generate more leads.

63. Hunter

Hunter is an essential tool for cold outreach campaigns. It can help you find email addresses in seconds, verify them, and send highly-personalized outreach campaigns on autopilot.

Over 2 million professionals including such companies as Google, Adobe, and Microsoft use Hunter to connect with potential leads.

Price: free and premium plans

Download the following infographic in PDF for FREE

60 Best Web Competitive Intelligence Tools and Techniques


Web competitive intelligence techniques should be an ongoing business priority for corporate giants as well as for small companies.

Competition is no longer something that hides deep secrets and inspires fear.

It’s an amazing thing. Today, competition is a source of valuable insights that help you improve your business.

Use the competitive intelligence tools in this article and you’ll have a great competitive edge.

What tools do you use to research your competitors?

Share your thoughts with us.

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