Find out who it is you are really competing against by using Market Explorer. The tool will reveal the market landscape of your industry and show you the key market players, their growth dynamics, market share estimates, traffic trends, and audience traits.
Identify your biggest rivals in organic or paid search.
Navigate to the Organic Research Competitors report to identify the main websites that your website is competing with for organic search engine traffic. The report will show you their organic traffic, the keywords your competitors rank for and where they overlap with the keywords your website ranks for.
Identify your biggest rivals in paid search for current or future ad campaigns.
If you run Google Ads campaigns, enter your domain in the search bar of the Domain Overview tool and receive a list of other websites that target the same keywords as you. If you haven’t run any Google Ads for your domain before, you can use a similar website in your industry to get insights and use them to plan your future ad campaigns.
Discover direct business competitors you aren’t aware of.
Not all of your competitors in search are also your direct business competitors. A company may rank for the same keywords as you but target a different audience with a very different product. Check out the Backlinks Competitors report that will show you the domains you share the most backlinks with - your top business competitors.
Discover your competitors’ marketing strategies and tactics
Get an overview of your competitors' online presence.
Use the Market Explorer tool to get an instant overview of the competitors’ website traffic and audience. To get these insights for a list of specific competitors, create a custom market. Then, use the Traffic Analytics tool to get an overview of how successful your competitors are in attracting and converting their audience, how big their audience is, which channels, devices, and platforms drive their web traffic, as well as how well they are presented in various regions.
Uncover your competitors' organic search strategy.
Once you've looked at your closest competitors' overall online presence, it's time to get into details. Check out their overall search strategy by looking at their top keywords and organic search positions, analyzing changes in organic traffic, and getting an overview of their backlink portfolio. And don't forget about keyword and link gap analysis which will help you uncover missing opportunities. Click here to learn how to unravel your competitors' organic search strategy.
Uncover your competitors' advertising strategy.
Uncover your competitors' advertising strategy by looking at how and when they run their ads, which keywords they use, and how much paid traffic they receive. You can also view each ad in detail to analyze the copy they use to attract their audience Click here to learn what steps to take to analyze your competitors' online advertising strategy.
Track your competitors' PR & content marketing activities.
You should always keep an eye on your competitors’ PR coverage. Semrush helps you research their past PR and content marketing strategy, current promotional activities, and the channels they use for distribution. You can track mentions and content activities of specific domains using the Brand Monitoring tool and identify your competitors' best-performing content on a specific topic with the Topic Research tool.
Analyze competitors' social media presence.
Discover what social media channels your competitors are placing their bet on, how active they are on each of them, and how it impacts their audience growth. Use Social Media Tracker tool to identify the top-performing content across your competitors' accounts and analyze their social media posts to discover how they motivate their audience to take action. Click here to learn how to analyze your competitors' social media strategies in detail.
Create an effective Google Ads campaign
Refine your keywords list.
Use the PPC Keyword Tool to automatically organize your keyword lists into ad campaigns and ad groups. Refine your keywords by removing duplicates, adding overlapping keywords to a negative list, and setting match types.
Craft perfect ad copy.
Create the actual ad texts for each of your ad groups. Use the Advertising Research tool to analyze competitor ads and access thousands of ad texts from your competitors and industry leaders. You can see the most used calls to action, emotional triggers, and brand mentions, and use these insights to tweak your own ad copy.
Optimize your landing page.
An optimized landing page is more likely to receive a high Google Ads Quality Score that determines your ads' ranking, performance, and cost. To make sure your page is well-optimized for the target keyword, follow the recommendations from the On-Page SEO Checker tool. And to ensure you don’t miss any technical issues that may affect your ads' score, audit your pages in advance with the Site Audit tool.
Set your bid & launch the campaign.
You are just one step away from publishing your ads. All you have to do now is to upload your campaign file to Ads Editor and set up your bid. To get an estimate of how much you should bid, look up the average CPC for your keywords in the PPC Keyword Tool. Now you just need to launch your campaign in Google Ads. Good luck!
Uncover your competitors’ paid search strategy
Identify your biggest competitors in paid search.
Start with the Advertising Competitors report. If you currently run any Google Ads campaigns, enter your domain in the search bar to get a list of other websites that compete for the same keywords as you. If you haven’t run any Google Ads campaigns for your domain before, you can use a similar website in your industry to get the insights you need.
Get an overview of their advertising strategy.
Use, the Ad History report to uncover your competitors’ advertising strategy for the last 12 months. You’ll be able to see how and when they run their ads, which keywords they use and how much traffic each ad brings them. Pay special attention to those ads that have been running for the longest time. If a competitor has been using an ad for more than a couple of months, it has most likely earned them a lot of business.
Monitor your biggest competitors.
Once you’ve identified your closest competitors, you have to keep track of all their marketing moves regularly. With the Position Changes report, you’ll be the first to know about your competitors’ special offers, seasonal promotion promotions, new products, and ad budget changes.
Analyse each ad in detail.
Use the Ad Copies report to analyze the ways your competitors are trying to appeal to their audience. Check their ad headlines and calls to action, the keywords they’re targeting, and the landing pages they’re directing their paid traffic to.
Discover missed opportunities for your own advertising strategy.
Use the Keyword Gap tool to analyze the similarities and differences between your and your competitors’ advertising strategy and uncover the opportunities you’re currently missing.
Uncover your competitors’ display advertising strategy
Get an overview of competitors' display advertising strategy.
Enhance your GDN campaigns by monitoring competitors’ display ads using the Display Advertising tool. Analyze their ad texts and banners, locate the websites and apps your competitors are advertising on and analyze the audiences they are targeting.
Analyze each display ad in detail.
The Display Advertising tool lets you also study each ad in detail. Discover actionable insights by looking at the type of ads your competitors use the most and for the longest time, how they adapt their ads to various countries and how they approach their ad texts and calls to action.
Discover missed opportunities in your own advertising strategy.
Check out your competitors' biggest publishers and see if you are missing any opportunities for your own ad placements in the Publishers report.
Find the most efficient keywords to advertise in Google search
Brainstorm a list of topics relevant to your business.
Switch on your imagination. Write down a list of keywords that best describe your products/services. At this point, don’t make it complicated and use broad categories - they will serve as your seed keywords. Make sure to add your own brand (or the brands you represent) as a keyword.
Get inspired by your competitors.
To get some keyword ideas you might have missed, take a look at your competitors’ organic positions using the Organic Research tool. Your competitors are already ranking for certain keywords in organic search, and you can learn from their keyword strategy.
Expand your keyword list to address different wording in the search.
There are many ways to phrase a search query. During your keyword research, try to cover all the possible wordings. Add your target keyword to the Keyword Magic tool to see the list of the closest related keywords based on the similarities between the search results for them and your main keyword.
Make sure your keywords target the right user intent.
To make sure the keywords you bid on address the search intent relevant to your advertising goals, use the keyword groups and questions filter in the Keyword Magic Tool. It will help you identify the most high-volume keywords with the right intent. Use advanced filters to pinpoint other profitable keywords with the lowest competition and CPC.
Refine your keywords list.
Use the PPC Keyword Tool to automatically organize your keyword lists into ad campaigns and ad groups. Refine your keywords by removing duplicates, adding overlapping keywords to a negative list, and setting match types.
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