How to Analyse Competitors with SEMrush

Introduction

Looking at competitors with SEMrush isn’t complicated, but it’s not obvious either. We start by seeing who’s actually ranking for the searches we care about. Some sites are huge, some barely known, but they’re all taking clicks we might want. SEMrush shows which keywords pull traffic, which pages people actually visit, and where there are gaps. It’s not about copying. It’s about noticing patterns, small openings, little things we can do better. Look at backlinks, ads, content, all of it together. Then make small changes. Over time, those little wins pile up. That’s how you get ahead without blindly chasing everyone else.

Why Competitor Analysis with SEMrush Matters in 2025

Search isn’t what it used to be. A few years ago, ranking felt like throwing content out there and hoping it sticks. Today, results are smarter; snippets, quick answers, instant overviews. People don’t always click through anymore. So, if your goal is to stay visible, you can’t just “hope for the best.”

Looking at what competitors are doing is the quickest shortcut to understanding what works. SEMrush isn’t just a numbers tool; it’s more like a compass. It shows who’s getting traffic, what keywords they dominate, and, crucially, what gaps they’re leaving behind. That’s the stuff worth noticing.

This guide isn’t about generic advice. It’s about digging in, seeing patterns, spotting opportunities, and figuring out what can actually move the needle. By the end, there’s a clear framework for checking out competitors, from the obvious ones to those quietly winning in search results.

What is Competitor Analysis in SEO?

Competitor analysis is more than knowing who’s in the same industry. Honestly, the businesses you think are “your competitors” aren’t always the ones fighting for the same eyeballs online. The real competition is whoever ranks for the searches your audience is actually typing. And sometimes, it’s not who you expect; smaller sites, blogs, or niche players can dominate parts of the search landscape.

A few things to keep in mind:

• Business competitors vs SERP competitors: One is obvious, the other sneaky. Always check who shows up for your key topics. You might be surprised.
  
• Content gaps: Look for what competitors cover that you don’t; or the other way around. Gaps are opportunities if approached right.
  
• Entity-level insights: Search engines increasingly care about the “thing” behind the query; a brand, a product, a concept. Knowing how competitors appear in that context helps understand why certain pages outrank others.
  

It’s less about copying and more about understanding patterns; what works, what doesn’t, and where there’s room to do something better.

How to Identify Competitors in SEMrush

Before anything else, it’s crucial to figure out who you’re really competing with. SEMrush makes this surprisingly doable, though it still takes a little patience.

1. Use SEMrush Domain Overview to Find Organic Competitors

Start with Domain Overview. Pop in your URL or a competitor’s, and check the Organic Competitors section. This shows sites’ ranking for a lot of the same keywords. Some metrics to keep an eye on:

• Authority Score: Gives a sense of how “strong” a competitor looks online. Not perfect, but useful.
  
• Keyword overlap: Shows where you’re directly competing. Sometimes overlaps reveal unexpected rivals.
  
• Organic traffic: Helps gauge which competitors actually attract eyeballs.
  
• Competition level: Handy for spotting where it might be hard or easy ; to win.
  

It’s a good first snapshot. Think of it as mapping the battlefield.

2. Use SEMrush Organic Research to Discover SERP Competitors

Next, the Organic Research report. Unlike Domain Overview, this digs into specifics:

• Top Keywords: Which queries bring traffic to the site?
  
• SERP Features: Featured snippets, answer boxes; those little things that steal clicks.
  
• Intent filters: Whether the keywords are informational, commercial, or navigational.
  

There’s also a Competitor Positioning Map, which is neat; it shows where domains overlap on keywords. Makes it easier to spot direct rivals versus those operating in complementary spaces.

3. Identify Topic-Level Competitors Using Keyword Gap + Topic Research

Not all competition is obvious. Sometimes, smaller sites quietly dominate a topic cluster while bigger brands hog general keywords. That’s why Keyword Gap and Topic Research are worth exploring.

• Look for topic influence: Check which sites consistently rank across related keywords. That often signals a strategy worth noticing.
  
• Spot content gaps: Find areas where competitors cover something you don’t. Even small gaps can be a goldmine if approached right.
  

Looking at competitors by topic rather than domain is a subtle shift but makes a huge difference. It’s where the insights really start to get actionable.

How to Do Keyword Competitor Analysis with SEMrush 

This is where things start to get interesting. Looking at competitors’ keywords isn’t just about seeing what they rank for; it’s about spotting openings, overlaps, and the kind of opportunities that can actually move the needle. Keyword analysis, done right, tells you not just who’s winning but why.

1. Use the SEMrush Keyword Gap Tool for Keyword Overlap Analysis

The Keyword Gap report is a simple idea but packs a punch. You can compare multiple domains and immediately see where your site stacks up, or falls short. Focus on these points:

• Missing keywords: Terms your competitors rank for that you don’t. These are the obvious opportunities. Not every one of them will be worth chasing, but some can drive substantial traffic.
  
• Weak keywords: Keywords where both you and a competitor rank, but they have a stronger presence. These are the ones where a little improvement, better content, more links, can tip the scales.
  
• Untapped keywords: These are the gems. Competitors are ranking, but there’s still room to challenge them or take a unique angle.
  

Look at volume, intent, and positioning. A high-volume keyword isn’t always the best target if you don’t have a clear way to stand out. Sometimes the mid-tier terms, the ones overlooked, end up being easier wins with more impact over time.

2. Analyse Competitor Keyword Strategy Using Organic Research

Keyword overlap alone doesn’t tell the whole story. You also need to understand how competitors are leveraging those terms. Organic Research gives you the breakdown:

• Which keywords bring the bulk of traffic to their site? Not every ranking term matters equally. A handful of top keywords usually drive most of the visits.
  
• How they’re performing in SERP features, snippets, top lists, or “people also ask” sections. These little wins often make a bigger difference than standard ranking positions.
  
• Patterns in long-tail and semantic variations. Competitors aren’t just targeting “one keyword.” Look for clusters; related queries, slight phrasing differences; that all point to the same user intent.
  

Once you see these patterns, you can start spotting gaps or areas where a slightly different approach could outperform them.

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3. Use Topic Research to Find Content Gaps & Keyword Clusters

It’s not enough to just pick isolated keywords. Content and topic coverage matter a lot, especially when search results are getting smarter. Topic Research helps map the broader landscape:

• Identify People Also Ask questions: These often hint at subtopics competitors cover lightly or miss entirely.
  
• Entity keywords and related terms: Some queries are clustered around ideas, not just single phrases. Understanding these clusters gives a chance to build content that’s more complete and useful.
  
• Search intent gaps: Sometimes competitors rank, but their content doesn’t fully satisfy the query. That’s where a slightly better, more focused approach can leapfrog them.
  

The trick here is to think in clusters rather than isolated terms. It’s not just about ranking for a keyword; it’s about covering the topic so thoroughly that your pages become the obvious choice. That’s often where the real opportunities lie, especially for competitive niches.

How to Analyse Competitor Content with SEMrush 

Looking at keywords is one thing, but the content itself tells a whole different story. After all, people don’t just click links; they read, skim, sometimes bounce, sometimes stick. Seeing what competitors are actually putting out there gives a lot of clues.

1. Use the SEO Content Template for Competitor Content Benchmarking

It’s worth spending a bit of time here. A few things to check:

• Related terms they use; sometimes it’s not the main keyword, but related phrases that make a page strong.
  
• Readability: overly dense text or long-winded sentences can hurt engagement. A little breathing room in the content goes a long way.
  
• Backlink appeal; some pages naturally attract links, whether because they’re thorough or just easy to reference.
  

Think of this like sizing up the playing field, not copying it. It’s about understanding what “good” looks like so your content can aim higher.

2. Use On-Page SEO Checker to Compare Your Page vs Competitors

Here, it’s about noticing gaps. Not every page is perfect, and sometimes small tweaks make a big difference:

• Missing elements: headers, bullets, visuals. Simple stuff but surprisingly impactful.
  
• Keyword coverage; not about stuffing, but spotting places competitors mention related ideas you’ve overlooked.
  
• Topic depth: Are they answering the questions your audience really has? Sometimes a few extra sentences or examples can push a page past theirs.
  

It’s subtle. A few adjustments, better flow, or covering a few extra points can change outcomes.

Also Read: Predictive Analytics in Marketing

3. Reverse-Engineer Competitor High-Performing Pages

Look at the pages actually bringing traffic. Not every page matters equally:

• Top-performing URLs; see patterns in length, structure, or format.
  
• Content gaps: if their page only scratches a topic, there’s room to do better.
  
• Engagement hooks: images, lists, FAQs; small touches that keep people on the page.
  

The key is learning from what works and spotting where it falls short. Then, craft content that’s slightly sharper, more focused, or just easier to consume.

How to Analyse Competitor Backlinks with SEMrush (Backlink Gap + Authority Signals)

Links are still important. Maybe not the whole story, but they matter. Checking competitors’ backlinks gives a clearer picture of what helps them rank.

1. Use Backlink Analytics to Understand Competitor Link Profiles

Start simple. Look at:

• Number of referring domains; more isn’t always better; quality beats quantity.
  
• Anchor text can reveal how the content is being talked about.
  
• Authority score: a rough sense of link strength. Helps prioritise where to focus.
  

This isn’t about copying links; it’s about seeing the terrain. Who’s influential? Who’s not?

2. Backlink Gap Tool for Link Building Opportunities

One trick: compare your links to competitors’. The gaps are your targets. Often, just a handful of links from the right sites makes a big difference. It’s not rocket science, but it’s easy to miss.

3. Reverse-Engineer Competitor Link-Building Strategies

Patterns pop up once you look closer:

• PR mentions; some links come naturally from news or industry coverage.
  
• Resource lists: curated pages that point to useful content. Easy wins if the content fits.
  
• Editorial links: harder to get but worth it. Adds credibility and visibility.
  

Looking at how others get links gives insight without blindly copying. It’s more like “what can we do better or smarter?”

How to Analyse Competitor Traffic Sources with SEMrush (Traffic Analytics)

Traffic numbers tell the story no keyword list can. A page might rank for a term but get almost no clicks. Knowing where visitors come from and how they behave is gold.

1. Use Traffic Analytics for Competitor Traffic Benchmarking

Check:

• Channels: organic, direct, social, referral. Where are they really getting attention?
  
• Location split; some competitors have pockets of strong traffic in specific regions. It could be useful to know.
  
• Engagement: visits, duration, bounce. Sometimes high traffic doesn’t mean high engagement.
  

2. Identify Competitor High-Traffic Pages

Not every page pulls equal weight:

• Focus on the few pages bringing the bulk of traffic.
  
• Spot patterns; maybe their how-to guides, product breakdowns, or listicles perform best.
  

3. Compare Engagement Metrics

Beyond visits, see how people interact:

• Time on page: Are people sticking around or bouncing?
  
• Bounce rate; often a sign content didn’t answer the intent.
  
• Device behaviour: desktop vs mobile. Some sites work better on one than the other.
  

This gives the full picture, not just what competitors rank for, but what actually works. Once you see this, it becomes easier to plan your own content, backlinks, and traffic strategy with intention rather than guesswork.

Also read: How To Perform Competitor Analysis for Digital Marketing

How to Analyse PPC Competitors with SEMrush (Paid Search Competitor Analysis)

Paid search can be revealing; sometimes more than organic data. Even if the plan isn’t to spend on ads, seeing where competitors put their money can uncover hidden opportunities.

1. Use Advertising Research

Look at it like this: the ads tell you what competitors actually care about. A few things to check:

• Keywords they bid on; if they’re paying for it, chances are it drives results or leads.
  
• CPC (cost per click); high CPC often means high commercial value. Low CPC might be a chance to sneak in.
  
• Ad copy and messaging; see the language that works for them. Sometimes it hints at what their audience responds to.
  
• Landing pages; not just the ad, but where traffic lands. Often, the real advantage is in the page itself, not the ad copy.

Even if there’s no plan to run PPC, this can guide content strategy. Think of it as a peek at what’s valuable without spending a dime.

2. Identify Paid Keyword Gaps

Here’s the straightforward part:

• Find terms competitors pay for, but you don’t.
  
• Some of these could be organic opportunities, too.
  
• Focus on intent; high-intent terms are usually worth the attention.

Basically, paid search can highlight what competitors value most, giving clues on where to focus content or even future campaigns.

Turning SEMrush Insights Into a Winning SEO Strategy (AI Overviews + SGE)

Collecting data is fine. But turning it into a plan that actually works; that’s where the magic happens.

1. Build Topic Clusters Based on Competitor Data

Chasing single keywords isn’t enough anymore. Look at clusters instead:

• Group related terms by intent or topic.
  
• Think about hub pages with supporting content; it works better than a bunch of stand-alone posts.
  
• Don’t copy competitors. Learn from patterns and adjust to your own audience.

Clusters give depth. Pages that link together naturally look more authoritative and useful.

2. Create Better Content Than Competitors

It’s tempting to mimic what’s out there. Don’t. Focus on doing it better:

• Fill gaps they missed; sometimes just covering a detail they skimmed can make a page stand out.
  
• Keep structure readable; lists, subheads, visuals help people scan quickly.
  
• Include related terms and variations; it makes pages feel complete, not half-baked.

Small improvements here and there add up more than flashy tricks.

3. Prioritise Keywords With High SGE Visibility Potential

Some keywords keep showing up in snippets, answer boxes, or AI snapshots. Focus on these:

• They boost visibility, even if clicks aren’t massive.
  
• Watch competitors’ top pages for recurring patterns.
  
• Mix high-value terms with lower-competition ones for a balanced approach.

It’s a mix of quick wins and long-term plays. Don’t get tunnel vision on volume alone.

4. Use Backlink Gap + Competitor Mentions for Link Outreach

Not every link is equal. Some are worth chasing, some not:

• Spot the links your competitors have that you don’t.
  
• Focus on relevant, credible domains.
  
• Combine outreach with improved content; a page worth linking to gets picked up more easily.

Backlinks amplify everything else. Even a few strong ones can make a noticeable difference.

Common Mistakes to Avoid in SEMrush Competitor Analysis

Even experienced marketers stumble here. A few pitfalls to watch:

• Copying competitors blindly; copying rarely beats innovating. Aim to do it better.
  
• Ignoring semantic or related terms, the little phrases often matter more than obvious keywords.
  
• Skipping high-visibility keywords, those that appear in answer boxes or rich snippets, can’t be ignored.
  
• Not refreshing competitor lists; the landscape shifts fast. Yesterday’s competitor might be irrelevant, and new ones emerge quickly.

Keep these in mind. Small oversights here can waste weeks of work.

Also Read: Beginners’ Guide to Marketing Analytics

Final Checklist: Step-by-Step SEMrush Competitor Analysis Process

Alright, so the whole competitor analysis thing can get messy if there’s no system. Here’s a sequence that actually makes sense in practice:

• Start with who matters. Not just the obvious business rivals. Sometimes, the sites showing up for the same search terms are the real competition. Keep an eye on those.
  
• Find the gaps in keywords. Look for terms they rank for, and you don’t. Not every high-traffic word is worth chasing; focus on the ones that matter.
  
• Look at their content closely. Check what they cover and what they leave out. Even small gaps, a subtopic they skip or a question unanswered, can be an easy win.
  
• Check backlinks, but don’t obsess. Look at domains linking to them, anchor text, and authority. Not all links are worth chasing; relevance matters more than quantity.
  
• Cluster your keywords. Don’t just target single terms. Think in hubs and spokes; one main page, supported by related content. It makes the whole site feel structured and intentional.
  
• Build pages that actually deliver. Answer the questions people have. Add visuals, bullet points, examples; make it readable. Pretty formatting helps too, but substance wins.

Follow this checklist loosely. It’s a guide, not a law. Keeps the process tidy without locking into a robotic formula.

Also Read: Scope of Marketing Analytics

Conclusion

Here’s the truth: competitor analysis isn’t spying, it’s learning. You get to see what works and where there’s room to do better.

A few points that usually get overlooked:

• Keep watching the landscape. Competitors change, search results shift, and new players pop up all the time.
  
• Patterns matter more than one-offs. One page ranking high doesn’t tell the story; look for trends across multiple pages.
  
• Combine insights. Keywords alone won’t cut it, nor will backlinks alone. The sweet spot is seeing how it all fits together.

The aim? Make content that covers a topic better than anyone else. Not flashy, not complicated, just solid and thorough. Consistent effort beats random attempts every time.

FAQs: Analyse Competitors with SEMrush