Trying to find the best SimilarWeb alternative for your business? Read on.
SimilarWeb is a market intelligence platform that provides traffic, engagement, and audience insights for any website.
It's a tool that’s used by reputable brands, such as eBay, Google, and Microsoft.
But, is it the right tool for your business?
Maybe you don't need insights across all channels, just SEO and/or PPC. Or perhaps you're on a tighter budget.
In this post, we're going to look at the best alternatives to SimilarWeb.
Some platforms will allow you to analyze any site's entire traffic strategy, including engagement metrics across different devices, while others will specialize in providing insights specifically for SEO and PPC channels.
Let’s take a closer look at the top SimilarWeb competitors!
Disclaimer: This article does contain affiliate links. If you purchase a tool through one of my links I will receive a small commission at no additional cost to you. Thanks for the support.
Top 6 SimilarWeb Competitors to Consider in 2020
So, in this post, we’ll look at the best alternatives for obtaining those specific insights.
SimilarWeb Alternative #1: SEMrush
SEMrush (affiliate) is my #1 SimilarWeb alternative.
It’s the only other tool on this list that allows you to analyze ALL traffic channels and drill all the way down to individual keywords and specific referring sites, while also retrieving the GA-style engagement metrics - pages/ visit, average visit duration and bounce rates - across different devices.
In short, SEMrush lets you:
- Analyze every aspect of your competitors’ online traffic strategy:
- Which specific channels drive the most traffic?
- Which external URLs drive the most referral traffic?
- Which subdomains or subfolders get the most visits?
- Which pages/posts pull in the most organic traffic?
- Which individual keywords generate the most traffic?
- How does this traffic engage with a website?
- Analyze your competitors' on-site engagement:
- Track the performance of your competitors’ articles across social networks.
- Monitor session duration and bounce rates across devices and channels.
- Analyze your main paid search competitors:
- See how much they’re spending on paid traffic.
- Check which keywords they’re bidding on.
- Study the composition of their ad copy.
- See which URLs they are using to convert paid traffic.
- Identify where competitors publish YouTube and display ad creatives.
- Analyze new markets with the Market Explorer:
- Discover total market traffic trends and competitors’ shares.
- Reveal the top players in any market.
Not to mention, SEMrush is an all-in-one digital marketing platform used by 6M+ users, including eBay, Quora, and HP.
So, if you want all your marketing tools under one roof – this is the platform for you.
Let’s take a look at three of its key toolkits:
1. Traffic Analytics
The Traffic Analytics report is very powerful.
It’s like SimilarWeb and Google Analytics got together and had a baby.
We all know you can dive into Google Analytics to check your traffic data, but how on earth do you check your competitors’ traffic?
Because SEMrush can’t access every website’s internal analytics, it uses clickstream data to generate estimated traffic analytics reports so that you can see:
- Which channels drive the most traffic.
- Which geographic locations send the most traffic across each channel.
- Which specific sites send the most referral traffic.
- Which subdomains or subfolders get the most visits.
- Which pages/posts pull in the most organic traffic.
- Which paid and organic keywords are driving traffic.
- How this traffic engages with a site across different devices.
- How metrics compare across different competitors.
Using this insight lets you build a traffic strategy with zero guesswork.
Editor's note: In order to analyze a site's traffic strategy across all channels, you'll need to subscribe to the SEMrush Traffic Analytics tool (free trial below).
I've also included a free traffic analytics checklist that you can use to make sure you leave no stone unturned.
- SEMrush + Traffic Analytics (free 14-day trial)
- Free traffic analysis template
2. SEO Toolkit
The SEO Toolkit lets you analyze all areas of your competitors’ SEO strategy, including the keywords they rank for, their top traffic pages, and backlink profile.
Plus, you can look for new keyword opportunities with the Keyword Magic tool, monitor keyword rankings, and build white-label SEO reports.
You can use the SEO Toolkit to:
- Identify a site's top traffic subfolders, subdomains, and URLs.
- Identify which keywords drive the most organic traffic to a website.
- Perform keyword gap analysis across up to 5 competing sites.
- Analyze competitor backlink profiles to find their most powerful sources.
- Uncover quick-win featured snippet opportunities.
- Monitor ranking performance across any device down to the zip code level.
- Analyze SERP volatility trends caused by potential algorithm updates.
Enter your domain below to see the SEO Toolkit in action:
3. Advertising Toolkit
The Advertising Toolkit gives you an unfair behind-the-scenes look at your competitors’ PPC campaign.
You can discover trends in how much paid traffic they’re getting, how many keywords they’re bidding on, and how much they’re spending over time.
You can use the Advertising Toolkit to:
- Identify which keywords competitors are bidding on and if they’re increasing spend over time.
- Discover which ad copies they’re using to win the click, and which ones have been in rotation the longest, to get insight into which ones are converting the best.
- Locate the landing pages they send traffic to so you can see how they’re converting the paid traffic.
- Analyze the competitor display creatives, and find which YouTube channels and videos they are running ads on.
- Perform PPC keyword gap analysis to find untapped paid traffic opportunities.
SEMrush also provides a ton of other functionality, including technical site audits, on-page SEO analysis, content audits, social media tracking, rank tracking, log file analysis, and a host of other features.
It’s by far my #1 recommended SimilarWeb alternative for the sheer volume and quality of insight you get for the price.
You can analyze every inch of your competitors’ digital strategy, and manage your own and your clients’ digital marketing campaigns from start to finish with this one platform.
If you're just looking to analyze how much organic and/or paid traffic a website gets, use the SEMrush Pro trial as it will give you access to both the SEO and Advertising Toolkits.
If you want traffic and engagement insights across all traffic channels, grab the Pro + Traffic Analytics trial.
SimilarWeb Alternative #2: Alexa
Alexa’s Competitive Website Analysis tool helps you compare the traffic metrics of several websites, and estimate your competitors’ traffic and see the keywords that they’re ranking for.
The tool helps you highlight gaps in your strategy, identify your competitors’ strengths and weaknesses, and discover how you can outperform them in traffic, keywords, backlinks, and more.
You can use Alexa’s competitive website analysis tool to:
- Find unexpected opportunities to reach your audience by discovering new and existing competitors.
- Compare website traffic and engagement metrics against your competitors.
- Refine your content strategy by comparing the keyword share of voice.
- Discover untapped keyword opportunities that drive traffic to your competitors.
- Uncover valuable link-building opportunities by researching sites that already drive traffic to your competitors.
Editor's note: Alexa tracks data for everyone who has the Alexa toolbar installed on their browser, but that’s less than 1% of internet users. So it’s not as accurate as SEMrush but gives you a rough idea.
SimilarWeb Alternative #3: Serpstat
Serpstat (affiliate) is an affordable SimilarWeb alternative that provides insights around a competitors’ organic and paid traffic.
But it doesn't give you an overarching traffic strategy, like SEMrush.
For instance, you can't see how much traffic competitors get from each channel – organic vs paid vs social vs referring sites – and then drill into specific referral websites, or look at the engagement metrics.
You can use Serpstat to:
- Identify which competitors’ pages rank for the most keywords.
- Find all the topics your competitors are using to drive traffic.
- Identify all the keywords competitors are bidding on in paid search.
- Discover which ads competitors are using for specific keyword groups.
- Reverse-engineer competitors to find their top backlink sources.
- Benchmark your site against competitors.
Editor's note: Serpstat is a stripped-down, more affordable option than SEMrush that gives you insights across a couple of channels. Check out my in-depth Serpstat review.
SimilarWeb Alternative #4: Ahrefs
Ahrefs is a great tool for analyzing competitor organic traffic performance and performing competitor backlink analysis.
Plus, it has a nice user interface that makes it easy to navigate between reports.
However, outside of organic search performance, it doesn't provide the deeper traffic analysis capabilities across paid search, social, and referral sites like the SEMrush Traffic Analytics report does.
Plus, you can’t measure the engagement metrics (bounce rate, page visit duration, etc.) of other websites.
You can use Ahrefs to:
- Identify the top traffic generating subdomains, subfolder and pages on any site.
- Analyze competitor backlink profiles to find their top linked content, plus gaps that you could capitalize on.
- Discover which competitor keywords drive the most traffic.
- Find keyword and content gaps at the URL, subfolder, and subdomain levels to unearth new traffic opportunities.
- Uncover the most engaging content topics in a given industry or niche with the Content Explorer tool.
- Use the SERP overview report to accurately qualify keyword opportunities.
Editor's note: Ahrefs provides great insights around backlinks, organic traffic, and various content engagement signals, but doesn’t excel with paid traffic analysis capabilities.
It also lacks the breadth of competitor traffic analysis that tools like SimilarWeb and SEMrush provide across all channels – organic, paid, social, and referral – and there’s no engagement metrics.
SimilarWeb Alternative #5: Mangools
Mangools (affiliate) is the most cost-effective and easy-to-navigate toolset in this list of sites like SimilarWeb. It’s ideal for beginners who are interested in getting a granular look at competitor organic traffic strategy only.
From Mangools 5-in-1 toolset, you can use:
- Site Profiler to check the high-level SEO authority of your competitors’ website, including their backlink profile and popular content, and discover audience demographics.
- SERPWatcher to track keyword rankings and their search volumes in any location and on any device for you and your competitors.
- KWFinder to get a more granular look at the keywords driving traffic to your competition, and also finding new low keyword difficulty opportunities.
- SERPChecker to help you qualify potential keyword targets with color-coded scores to identify the strongest and weakest competition.
- Link Miner to analyze the power of your competitors’ backlinks based on the Link Strength (LS) metric, and build lists of opportunities based on several metrics, including Majestic's Trust and Citation Flow.
Editor's note: Mangools has a narrow view that doesn’t provide insight into other major traffic channels, such as paid, social, and referral. Plus, there’s no engagement metrics.
SimilarWeb Alternative #6: SpyFu
SpyFu provides both organic and paid traffic analysis capabilities.
You can search for any domain, including your competitors, to see where they’ve appeared on Google and which keywords they’ve ranked for, plus every keyword they've bought on Google Ads and how they’ve varied the ad copy.
But it lacks the global traffic analysis capabilities of a tool like SEMrush.
You can use SpyFu to:
- Identify the keywords that drive traffic and purchases for your competitors.
- Download your competitors’ most profitable organic keywords and add all of them to your campaigns.
- Analyze the keyword overlap your site has with up to three competitors, and discover the keywords you aren’t ranking for, but they are.
- Track your competitors’ paid search campaigns to see what’s working and what isn’t.
- Get recommendations on the most profitable keywords that you’re not already buying.
- Download your competitors’ most profitable ad keywords and add all of them to your campaigns.
- Track your organic and paid keyword ranking progress and impression share.
- Trace the keyword ranking history for any page or website to unearth the algorithm change or site optimization that caused their rise or fall.
Editor's note: SpyFu only looks at organic and paid channels, and there’s no engagement data like SimilarWeb and SEMrush. And while it costs less than those two, I haven’t the keyword data to be as robust.
Final Verdict On The Best SimilarWeb Alternative
SEMrush is the best alternative to SimilarWeb.
It’s the only other tool on this list that allows you to analyze ALL traffic channels – organic, paid, social, and referral – and drill right the way down to the keyword or specific referring site, while also retrieving engagement metrics across different devices.
For marketers, agencies and larger brands, SEMrush eliminates all the guesswork when it comes to building a successful multi-channel digital marketing strategy. The insights will save you countless hours, reduce wasted ad spend, and as result, ensure the platform pays for itself many times over each month.
If you want to compare SEMrush to SimilarWeb, take advantage of one of the extended free trial links below:
SEMrush Free Trials: Test Drive SEMrush PRO for 30 Days, GURU for 14 Days or PRO + Traffic Analytics for 14 Days
Organic and paid traffic insights.
More organic and paid traffic data.
Analyze all traffic data and engagement metrics.