How to Spy on Competitors? 9 Tools & Hacks

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If you want to spy on the competition you have to know who to spy on. Probably you know many competitors who offer similar services but you might be surprised how many products and tools exist out there. You can visit alternativeto.net and check who’s listed as an alternative to your product.

How And Why To Do An SEO Competitor Analysis

Quora is a popular website that contains answers to thousands of questions including “who is the best provider of”, “what are alternatives to ” and alike. It’s a great way to find out what products people describe or advertise there. You can also get involved in discussions and promote your company.

Ask your potential or existing customers about companies that they consider your competition. Visiting all your users and asking them personally sounds like fun and company-paid traveling but your boss might be not enthusiastic about it.

How To Spy On Competitors Marketing Strategies

If you want to ask your visitors about the competition you can launch an on-site survey and collect their answers.‍ Use widgets to run a post-purchase survey to ask customers which competitors they considered and why they decided to choose you.

How to Spy on Competitors? 9 Tools & Hacks

How to Spy on Competitors? 9 Tools & Hacks

1. Subscribe to Newsletter and Social Media

Follow all competitors you know on social media, sign up for newsletters, and observe their blogs. Companies announce new features and publish product updates and other news that can give you some insight into what they’re doing and what they’re about to do.

5 Best Tools for Finding Competitor Keywords

Social-searcher shows you all the social media activity of any chosen company. Easily check their activities on Twitter, Facebook, Youtube, and more. Discover competitors’ weak sides and don't miss a unique opportunity to turn their failures into your wins. You can monitor all web mentions plus 10 popular social networks for the price of a coffee cup with Social Searcher.

2. Spy On Brands

Let’s move to a bit more advanced form of spying on competition – monitoring brands. The companies show you what they do and what they say but not what people say about them. We’re living in the era of sharing every scrap of information and experience so people share their views on companies.

The support team failed to solve a problem quickly? You’ll read about it on social media and that’s exactly what you want to know about. Highlight the weaknesses of your competitors as your strengths and think about a marketing campaign that could use it cleverly.

The basic monitoring can be conducted for free using Google Alerts. You can choose keywords, language, and frequency of updates. The problem is accuracy – even though Google is the king of the internet, their alerts miss a lot of mentions. That’s why you should look for other software if you’re serious about monitoring the brand.

Brand24 is a reasonable choice, which offers many advanced features even in the basic plan. Example: you can segment by positive, negative, or neutral mentions. Pricing starts at $49 a month.

3. Spy On What Technologies They Use

You visited their website and they track you everywhere with ads that are so well-tailored you just want to click. They might be the masters of Google Remarketing and Facebook Retargeting but you know it’s something more – you see ads not only from their networks but others as well.

Visit builtwith.com and type in the URL. You will see what technologies the website uses so you can implement it for yourself or look for even better alternatives.

Checking technologies on websites is free, and more advanced features (importing a list of websites using given technologies) are included in a paid version.

4. Spy On Popularity

Some companies have thousands of likes on Facebook and followers on Twitter. It often means they just spend lots of time developing social media presence. More reliable data is needed to figure out how popular your competitors are.

One of the metrics that are easy to check and gives you a lot of information is traffic to the website. There are 2 basic tools you should use: Similarweb and Alexa. None of them is 100% reliable, but you can observe trends and have an overall view of their popularity.

Similarweb shows you not only the amount of traffic but also its sources so it gives you a hint as to where it could be worth advertising or being present. Both tools are free for basic use and offer more advanced insights in paid plans.

5. Spy On Paid Keywords

Google “AdWords” and check the results if you don’t believe them. Knowing what keywords your competition uses for search engine ads will allow you to estimate costs and find cheaper niche keywords. You will also find out how your competitors position themselves on the market.

Typing all existing words into Google to see when ads of your competitors appear would be rather time-consuming and could not give you reliable results so it’s better to use the software.

One of the most powerful tools you can use to spy on your competitors' AdWords is iSpionage. You can get an overview of what keywords they buy, what are their main competitors and what are their landing pages. Pretty useful and free. More advanced features like exporting lists of keywords are available in subscription plans, which start at $49 a month.

When you know what keywords your competitors but you can find niche keywords and save some money. Probably the best and most popular tool is keywordtool.io.

The free version gives you a list of keywords related to the chosen one. Copy and paste this list to the AdWords keyword planner and you know the estimated CPC and search volume. Analyzing those numbers can help you discover keywords worth bidding.

6. Spy On SEO

Even two companies providing very similar products can position themselves on the market in 2 different ways and thus emphasize different keywords.

Similarly to paid keywords, it’s valuable to know what keywords bring organic traffic to the website. You can try to optimize your search engine for similar keywords or try a different strategy.

‍Positionly is a great tool for spying on your competitors’ keyword rankings. With just a glance, you will be able to see how your website is doing in comparison to other brands. The app gives you real-time data and is invaluable in evaluating the distance that divides you from the industry leaders.

7. Spy On Display Ads

The display is a popular and often efficient form of advertising. The problem is that you have to know how to do it – you have to create a nice and effective ad and place it in the right place.

Observing what ads your competition is running can help you create your strategy – you might spot weaknesses in their marketing message or have an idea of where to place them to bring more high-quality traffic.

Similarly to monitoring ads in search engines, you are not able to visit all the websites to check where your competitors place their ads so you need a tool.

‍WhatRunWhere is the premium competitive intelligence service for online advertising and media buying. It gives you an in-depth look into the company and brand-level advertisements so that you can learn key elements of your competitors' strategies including where they are advertising geographically, top publishers they are using to serve ads, the duration of their campaigns, creatives being used and promotions being advertised.

8. Spy On Backlinks

Discovering who’s linking to the websites of your competitors can give you a hint of what marketing strategies are working and where it would be great to get featured.

A link to your website on a website that is popular among your target audience can give a great boost in the number of visitors and registrations, not to mention benefits for your SEO efforts.

‍Monitor backlinks are meant specifically for that. Monitor Backlinks automatically checks your competitors' backlinks and every 10 days sends a report with all the links they have built or earned recently. You can find new link-building opportunities and determine the value of the links using the metrics available.

Some of these metrics include MozRank, Domain Authority, Page Authority, Ahrefs Rank, Number of external links, hosting IP location, and link status.

9. Spy On Competitor's Brand Ambassadors

Companies that were first to the market had it easier – people started using them and telling their friends about them. The problem for market challengers is that people usually stick to the solutions they use.

You have to show them something great about your product or their current provider must annoy them to convince them to switch. The result is that converting users is not easy but worth the effort – if they say to all their friends and followers that they started using your product and it’s much better than the previous one, it will be even more powerful than their recommendations of the previous solution.

One of the ways is to use the brand monitoring tools mentioned above. But it will be a bit complicated you will know who is talking about the brand, but you don’t know their influence. You won’t be surprised that there are tools that can do that.

Moz Followerwonk's proprietary Social Metric translates Twitter data so you can easily identify the best social influencers to follow and contact. Analyze their audience, compare your stats, and get insight on their most mentioned handles and domains to surface topics that engage.