Best SEO Tools to Track You and Your Competitors' Search Results

Best SEO Tools to Track You and Your Competitors' Search Results

Search engine traffic drives in the most qualified users as they strongly intend to convert. Gain high visibility with more impression share when users are researching.


Use an SEO tool that aggregates Google Search data to understand organic search results, paid advertising, and competitor strategies. Knowing all three will give you a holistic view of how you can optimize your own content. Look for an SEO tool where you can easily explore keywords, real paid ad history, and backlinks. Rather than manually researching, SEO tools aggregate all search results for you. They provide data on all important SEO elements for a comprehensive, streamlined analysis.

Insights you can gain from an SEO tool:
  • Which keywords and phrases have the highest search volumes?
  • How have other domains advertised in search engines? What type of copy, creative, and landing page?
  • How difficult is it to rank for keywords of high interest to me?
  • What backlinks should I focus on to integrate into my content?
  • What are the top pages that are driving the most traffic to my competitors?

SEO tools are intended for exploratory research, so pick one where you have freedom for data analysis. If you can view actual ads along with the group of keywords they target, that’s a plus! Otherwise, SEO tools should allow you to click through to the SERP to see how it was presented last time the tool crawled the engines. Get inspiration from competitors as you view how they’ve done their copy, CTAs, landing pages, and creatives. See what you can do better and do it!

1 SEMRush


SEMRush is a well-rounded SEO tool aggregated Google Search data for keyword analysis, PPC ad research, competitive analysis, and more. You can explore search behavior in all different ways – domains, keywords, and page. Also, monitor performance over time with the multiple project options to choose from. SEMRush’s features allow for unlimited exploration to help improve search rankings, content quality, and advertising strategies. SEMRush also offers in-app SEO assistant tools to give you live ranking potential as you write!

Additional SEMRush features include:

  • Backlinks
  • SEO Content Templates
  • Keyword Magic Tool

What makes SEMRush stand out?

SEMRush has all the types of data you would need to perform informed SEO analysis. You can review how your competitors are doing and compare yourself directly to them – with the Gap Analysis reports. You can also drill down to the page level and see what content works best. Also, see how keywords and backlinks are performing by pages and domains. All SEO questions you may have, SEMRush gives you the flexibility of analyzing at a high-level.

The Keyword Magic tool allows you to do expansive keyword research with filters similar to how Google Ads keywords are structured – broad match, exact match, and more! It will also give you the most common words used in phrases related to your target keywords, and rank it by the number of keyword queries with which they are included. The number of keyword queries gives you perspective as to how many potential queries you can appear in for search results. As an added bonus, SEMRush offers Topic Research, which gives you a high-level overview of what types of conversations and questions relate to your identified keyword. SEMRush gives you all the tools necessary to perform exploratory research.


2. Ahrefs


Ahrefs is an SEO analytics tool with a robust Google-based database for link building. It also provides reporting for page-level analysis, keyword exploration, as well as competitor research. SEO audits are a plus, too.

What makes Ahrefs stand out?

Its expertise lies in backlink anchors, meaning you can find keywords that other authors use to connect backlinks related to your content. Backlinks can also be tracked as they are removed and added with the Ahrefs calendar. Ahrefs gives you the capability to see best pages by link growth, so you can integrate it into your backlinking strategy.


3. iSpionage


iSpionage is an SEO tool that provides data from the top 3 search engines: Google, Bing, and Yahoo. It does all the significant capabilities an SEO tool should have: monitor projects, competitor research, keyword exploration.

What makes iSpionage stand out?

iSpionage groups keywords, landing pages, and ads altogether to show you what competitors’ strategies are. Their expertise comes in PPC where they’ll even display the creative to help you understand your advertising landscape.

4. Google’s Search Console


Google’s Search Console is the easiest and free way to communicate to Google that your site exists and how it’s structured. By connecting your domain to Google’s Search Console, Google will find your site and understand how to crawl your sitemap. It will also monitor issues while crawling to help you better your site performance and better your rankings. As a bonus, Google’s Search Console provides actual user queries by clicks, impressions, clickthrough rates (CTR), and average position. It’s only updated once a month at most, but gives you perspective as to how users are landing on your site organically.

What makes Google’s Search Console stand out?

It’s free and is as accurate as you can be with Google Search results. You can view monthly how your site is performing and communicate to Google of sitemap updates. You can also link your Google’s Search Console to your Google Analytics reports for full website behavior reporting. There are differences in the data. Read here to know the pros and cons to Google’s Search Console vs Google Analytics’ Search Console reports.


5. Moz Pro


Moz Pro is an SEO tool providing all the necessary features for research and analysis on a weekly basis: keyword explorer, SERP analysis, link explorer, and more. You can also track your rankings over time, while having Moz Pro crawl and audit your sites. Target keywords must be identified beforehand to collect trending data as Moz Pro does not provide retroactive capabilities. Moz Pro becomes a SEO assistant with page optimization recommendations with its Open Site Explorer, too.

What makes Moz stand out?

Moz also offers Moz Bar as a free Chrome extension to identify potential backlinks as you search live. You can also quickly see all search results accompanied by the domain’s page authority and page rank within your search experience.


6. SpyFu


SpyFu offers the full package for SEO analytics where you can review keywords, competitors, and organic ranking history. It provides global data at a high-level to allow you to see the search engine landscape.

What makes SpyFu stand out?

SpyFu excels in in-depth PPC analytics with its Google Ads history presented in a clean, user-friendly timeline. You can review history by creative, landing page, and more.


7. Google’s Keyword Planner


Google’s Keyword Planner is a free discovery tool for keyword suggestions when planning out your PPC campaigns. It offers top-level metrics like average monthly searches and search volume over time to give you some perspective. ?However, it rounds the search volume, restricting you to see actual impact of keywords in same volume groupings.

What makes Google’s Keyword Planner stand out?

Since it is offered from Google and free, you can trust that Google’s Keyword Planner data is more accurate, but keep in mind that it is limited to full exploration with limited metrics offered.

8. BuzzSumo


BuzzSumo aggregates content across the Internet to lead your content strategy for social media and SEO. The tool’s features relate to both social media and search strategies. It provides search analytics as to what conversations and topics are popular, but also influencer data to help you perform research for your advertising campaigns.

What makes BuzzSumo stand out?

BuzzSumo shows the most shared content across social media, search, and even forums – Reddit and Quora. With its Question Analyzer, you can dive deep into common questions your target audience has to create personalized, new content. Most content tools do not look at Reddit and Quora data, so it’s a plus for companies with niche industries to review community conversations.


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