How to Analyze Competitors Website

Competitor Analysis Using Advanced Search Operators

In today’s post I am going to show you few different techniques that you can use when analyzing your competitors website and online footprint.

Using Google Advanced Search Queries for Competitor Analysis

You can quickly find useful information about your competitor’s website by using advanced search operators. Regardless of the niche you are competing in, use these types of search queries.

Screenshot of Google Search Engine Search Box
Screenshot of Google Search Engine Search Box features advanced search query using site: operator for sample domain, also highlights “About” results feature
Screenshot of Google Search Engine Search Results Set
Screenshot of Google Search Engine Search Results Set features the page navigation elements with textual “you can repeat the search with the omitted results included.” message highlighted

Once you conduct a search using the site: operator, take a look at “What did Google omitted from its result set?” and correspond the amount of results to the first “About n Results” as highlighted in the above image. This may reveal to you, if the competing website has crawling and or duplicate content issues.

Google Advanced Search Query Site Operator Filetype PDF
Google Advanced Search Query Site Operator Filetype PDF features an illustration of an internet search box and contains site:exampledomain.com and filetype:pdf advanced search query

Above query will reveal to you if the website you are researching about also has Adobe PDF (Portable Document Format) documents indexed by Google.

Google Advanced Search Syntax Multiple Queries
Google Advanced Search Syntax Multiple Queries features an illustration of an internet search box with combined multiple search queries for data mining

In the above example: if the website owner, or webmaster who manages the website doesn’t know how to secure their website log files, then, Google may have indexed their server log files. You can data mine using multiple search operators for finding useful insights. Keep in mind that at times you may find useful information, and at other times you may not. But just using few seconds to conduct these types of advanced search queries is only smart for competitive analysis.

Google Advanced Search Query Using The Minus Operator
Google Advanced Search Query Using The Minus Operator features an illustration of internet search box with advanced search queries showing the usage of negation operator

In the above example, what you are saying to Google is “hey Google fetch me results from your database for these search terms (notice the double quotes!) but do not bring me results that contain exampledomain.com in the URL. This will reveal many additional insights such as:

  • If your competitor is focusing on branding online
  • If your competitor is getting backlinks from places which the backlink analyzer tools couldn’t find
  • What type of content is being shared by your competitors

These are my favorite advanced search queries because they reveal very useful insights which can not be found easily.

Perform Backlink Analysis on Your Competitors

Content Marketing and Backlink Gathering Formula
Content Marketing and Backlink Gathering Formula includes how a shareable content can be used for backlink gathering, and outlinking for relevance building for top search engine organic rankings

Analyzing the backlinking structure of a competing website will also reveal to you, their content marketing strategy so that you can use this information for improving your own website and your online marketing implementation.
You can use freely available backlink checkers such as  to quickly see which external sites your competitors are getting backlinks from. And which keywords they used on those backlinks they’ve got from external sites. Note: more backlink gathering formulas are all explained in “ blog post.

Questions to Ask When Looking at Competitor Backlink Profiles
  • Is my competitor sharing content on quality spam free websites?
  • Can I also create similar content and share it on those websites?

Supplementary Video

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Author: RankYa

RankYa: Online Entrepreneur, Web Developer, Google AdWords and Google Analytics Certified Professional. Specialist in: Structured Data, Microdata, Microformats, RDF, Schema.org Vocabulary, HTML5, WordPress optimization, Advanced Image Optimization, Google Webmaster Tools, Social Media Marketing, Facebook marketing and YouTube video ranking mastery. Check out the latest 2017 Online Marketing course. View all posts by

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