Compare with competitors

Competitor Analysis puts your competitors' Google positions next to yours, keyword by keyword. You see who outranks you, who's gaining, and which search-result features they own that you don't — for exactly the keywords you track in the Rank Tracker.

Add your competitors

You can add competitors in two places; both change the same list.

• From the Rank Tracker — click the Edit competitors icon in the bar on the right of the Rank Tracker or Competitor Analysis page. In Edit Competitors, type a domain such as example.com into Enter competitor domain... and click Add. Click the bin next to a domain to remove it. The counter next to the title shows how many competitor slots you've used.
• From project settings — Settings → Project → Competitors. See Brand, region and competitors.

Not sure who to add? Insights suggests competitors that rank for your keywords and are within reach, and can propose keywords to track from a competitor's rankings.

Competitors are measured on your tracked keywords, in the same locations and on the same devices. A newly added domain gets its positions at the next check.

Open Competitor Analysis

In the Rank Tracker, switch from your domain to Competitors at the top right. The switch appears once you track keywords and have at least one competitor.

The filters work as in the Rank Tracker: device, date range, location, keyword and More Filters.

The charts

Each domain has its own colour, listed on the left with its latest numbers and the change over the period:

• Visibility — how close each domain is to ranking first for all your keywords.
• Average position — lower is better.
• Traffic — estimated monthly visits each domain gets from these keywords.
• SERP features — how many search-result features each domain owns.
• Position Distribution — how many keywords Improved and Declined for each domain.

The tables

• Positions — one row per keyword with its search volume (SV), Intent and KD, then each domain's position and its change. A dash means the domain doesn't rank in the checked results.
• Traffic — the estimated traffic each domain gets from each keyword.
• SERP Features — which features appear for each keyword and which domain owns them.

Make use of it

• Keywords where a competitor ranks and you don't are ideas for new articles. Your content plan already looks for these gaps, and Insights tells you how many are waiting.
• Keywords where you're just behind a competitor are worth improving: update the page, add internal links, sharpen the title.
• SERP features a competitor owns — like a featured snippet or AI overview — show what kind of answer Google rewards for that search.

Tip: Compare yourself with sites you can realistically catch. Giants rank for everything, so a direct competitor of your size tells you more.