Spy on Your Opponents 🕵️ (How Do You Do It?)

Spy on Your Opponents 🕵️ (How Do You Do It?)

Understanding your opponents’ advertising and marketing exercise is necessary if you wish to beat them. However how precisely are you able to view and monitor their actions?

It’s easy—you should use a software like Ahrefs to search out out.

1. Establish your natural opponents 

If you wish to get an outline of the natural search competitors in your business, step one is to establish your opponents. 

It takes lower than 30 seconds to do that utilizing Ahrefs’ Website Explorer.

Let’s begin by getting into a website within the search field. For this instance, we’ll enter prowritingaid.com, a Grammarly competitor, into the search field. 

After that, click on the “Natural opponents” hyperlink on the left-hand aspect tab. 

Organic competitors menu, via Ahrefs' Site Explorer


I chosen “Don’t examine” to maintain the visuals easy, however you’ll be able to examine dates should you want.

From this chart, we will see ProWritingAid’s high 5 opponents.

Organic competitors overview, via Ahrefs' Site Explorer

We will see that Grammarly outperforms everybody right here. It additionally has the best degree of natural visitors and natural visitors worth. Let’s spy on its advertising and marketing exercise and see what makes its technique so highly effective.

To do that, let’s scroll right down to the High competing domains report to have a look at Grammarly’s advertising and marketing exercise metrics.

Top competing domains report, via Ahrefs' Site Explorer

Relating to DR (Area Score), visitors, worth, and share, it appears as if Grammarly is approach forward of the competitors. It additionally has loads of pages. 

One other approach we will spy on it’s by clicking on the downward-facing caret by the area identify, which supplies us entry to a strong menu.

Close-up of menu for one of the top competing domains, via Ahrefs' Site Explorer

The kind of data we will get is:

  • Natural and paid key phrases.
  • The hyperlinks.
  • The highest-performing content material.
  • Your entire historical past of the positioning on archive.org. 
  • An outline of the final efficiency in Overview 2.0.


When you had a number of opponents to investigate, you possibly can use the “High competing domains” record to investigate them on this approach. This offers you a fast overview of their efficiency.

Transferring alongside the highest row to the right-hand aspect, we will be taught extra about: 

  • Competitor’s key phrases
  • Widespread key phrases 
  • Goal’s key phrases

Clicking on the numbers takes us to totally different variations of the Content material Hole report. This may be helpful for understanding in case your content material covers as many key phrases as your opponents.

Competitors' keywords, via Ahrefs' Site Explorer

For instance, utilizing the Content material Hole report, we will see which key phrases Grammarly ranks for, however our website doesn’t—in a direct comparability. I discover this probably the most helpful stories on this part. 

That is what it appears to be like like:

Content Gap report, via Ahrefs' Site Explorer

As soon as I attain this stage, I filter key phrases by low Key phrase Problem (KD) to search for fast wins. That approach, you’ll be able to create a competing piece of content material to outperform your opponents.

2. Spy on competitor’s natural key phrases

We will use Ahrefs to spy on the natural key phrases for any web site.

If we enter Grammarly’s web site into Website Explorer and head over to the Natural key phrases report, we will see the key phrases its web site ranks for.

Organic keywords report for Grammarly, via Ahrefs' Site Explorer

Right here’s what I take a look at when spying on a competitor whereas utilizing this report:

  • I examine the KD column – How onerous are these key phrases to rank for? How a lot effort will I must put in to surpass my competitor?
  • I examine the “visitors” column – How a lot natural visitors are these key phrases driving in your competitor’s website? What’s the prize?
  • I examine the SERP options within the URL column – Does it have any SERP options I can attempt to rank for?

From this evaluation, it’s doable to find out whether or not concentrating on these key phrases is price your time. In additional easy phrases, it’s an effort-to-reward ratio evaluation. 

Effort-to-reward ratio illustration

The important thing level right here is that efficient natural search advertising and marketing must be focused. In any other case, you’ll simply be hoping that one thing sticks.

3. Spy on competitor’s natural visitors and rankings

There are two primary methods to spy in your competitor’s web site visitors and rankings:

  • Utilizing Ahrefs’ Website Explorer – Finest for fast checks.
  • Utilizing Ahrefs’ Rank Tracker – Finest for long-term monitoring of exercise.

Monitoring a competitor’s natural visitors in Website Explorer is so simple as getting into the area identify and clicking search. We will then see the “Natural search” key phrases and visitors within the Overview report. 

Grammarly's "Organic search" stats, via Ahrefs' Site Explorer

If we go to its visitors (click on on the 23.2M quantity), it can take us to the High pages report. From right here, we will see our competitor’s rankings on the backside of the web page.

Top pages report with positions highlighted, via Ahrefs' Site Explorer


If you need extra long-term monitoring on a number of key phrases, you may also use Ahrefs’ Rank Tracker.

One other strategy to monitor key phrase wins and losses for any web site is to make use of the Calendar function.

Right here’s what it appears to be like like:

Calendar feature, via Ahrefs' Site Explorer

Clicking on the calendar on a particular day reveals you the wins and losses for the web site’s key phrases for that exact day.

Let’s say we solely wish to view the key phrases which have improved in place. We will do that by going to the checkboxes within the backside left-hand nook and deselecting every thing other than “Improved.”

Calendar showing "improved" keywords, via Ahrefs' Site Explorer

We will now see vital enhancements in key phrase positions on February 22–27. 

We will click on on a day on the calendar to examine the key phrases that improved positions. I’ve chosen February 22, 2023.

Scrolling down the web page, we will see that the highest key phrase enchancment was for the key phrase “thanks.”

Calendar position changes, via Ahrefs' Site Explorer

Though we’ve seen how this function can be utilized to indicate key phrase enhancements, you may also use it to establish key phrase losses of your opponents.

Let’s repeat the method, however this time take a look at the misplaced key phrases by solely deciding on the “Misplaced” checkbox.

Keywords lost on the calendar, via Ahrefs' Site Explorer

We will see that this website misplaced greater than its common variety of hyperlinks in early March 2023. 

4. Spy on competitor’s web site and web page worth

Understanding the quantity of visitors a web site will get and the key phrases it ranks for is necessary. However most companies will wish to see the greenback worth of their opponents’ web sites.

To search out this out, plug a competitor’s area into Ahrefs’ Website Explorer, and also you’ll see the worth within the “Natural search” abstract.

"Organic search" value, via Ahrefs' Site Explorer

On this instance, the estimated worth of Grammarly’s natural search visitors is $5.1M.

To search out the worth of a particular web page on a competitor’s web site, you’ll be able to both use Ahrefs’ Website Explorer or Content material Explorer. 

Let’s check out this utilizing Content material Explorer. To do that, plug website:grammarly.com into the search bar to search out the worth of our competitor’s web site pages.


Utilizing the website: operator limits the search outcomes to that area. In Content material Explorer, you should use this command with a number of domains separated by commas, e.g., website:ahrefs.com,internet.

Page traffic value, via Ahrefs' Content Explorer

5. Spy on competitor’s Google adverts

Relating to paid promoting, you should use Ahrefs to observe your competitor’s Pay Per Click on (PPC) exercise on Google.

Right here’s how.

Enter your competitor’s area into Ahrefs’ Website Explorer and hit search.

Paid search details, via Ahrefs' Site Explorer

This web site has been bidding on ~7K key phrases, driving round ~799K in paid visitors. 

This is a superb overview, however what if we wish extra element?

Scrolling down the web page, we will see the historical past of the paid visitors in a chart.

Paid search chart over two-year period, via Ahrefs' Site Explorer

This instance reveals that loads of paid exercise was switched off after December 2022. Additionally, we will see that the 2023 exercise is far decrease than that of early 2021.

To see the connection between PPC and web optimization, we will overlay its “Paid visitors” with its “Natural visitors” like this:

Paid and organic search chart over two-year period, via Ahrefs' Site Explorer

The chart reveals that when natural visitors does properly, the paid visitors is diminished.

We will click on on the Adverts report if we wish to see the kind of adverts that this website is working.

Paid search close-up with "Ads" highlighted, via Ahrefs' Site Explorer

From there, we get an in depth breakdown of its paid exercise and adverts element.

Ads report, via Ahrefs' Site Explorer

If I wish to filter all of Grammarly’s adverts containing the key phrase “plagiarism,” I can do that shortly by including an outline containing a filter with this key phrase.

Description filter, via Ahrefs' Site Explorer

After you have added the “Accommodates” filter, hit “Apply.”

Ads report with description filter containing "plagiarism," via Ahrefs' Site Explorer

You’ll then see Grammarly’s adverts that comprise this key phrase. 

This may be an effective way to spy in your opponents’ descriptions on their Google adverts.

6. Spy on competitor’s authors 

Figuring out the authors writing a web site’s content material is an underutilized spying technique, in my view. 

Right here’s why—with this knowledge, you can:

  • Perceive which authors are driving probably the most visitors to a web site and establish their top-performing articles.
  • Perceive the worth of the visitors every creator is driving to the web site. 
  • Recruit high authors from different web sites, understanding their enterprise worth even earlier than you see their resumes.
  • See what number of articles authors have written, the size of their content material, its social shares, and the kind of subjects they’re writing about.

Let’s head to Ahrefs’ Content material Explorer, plug in website:grammarly.com, and click on on the “Authors” tab.

Authors tab, via Ahrefs' Content Explorer

If we scroll down, we will see 72 authors on this web site.

List of authors, via Ahrefs' Content Explorer

Trying on the high creator, we will see that he drives appreciable visitors to the positioning via solely 42 pages. The visitors worth of those pages is $285.5K.

Author's detail, via Ahrefs' Content Explorer

When you work with a PR or outreach group, you should use this function to establish journalists to work with shortly and simply.

One other approach to make use of this function is to seek for mentions of your competitor utilizing Content material Explorer however exclude your competitor’s web site.

To do that with Grammarly, we might enter the next into the search field:

"grammarly.com" -coupons -promo -codes -site:grammarly.com


The code above tells us to search for mentions of grammarly.com on-line. Nevertheless it excludes Grammarly’s web site and mentions of key phrases that embody coupons, promo, or codes. I excluded these to filter for weblog articles about my competitor.

Grammarly advanced search, via Ahrefs' Content Explorer

From this, we will see that 14,113 pages point out Grammarly excluding these key phrases. If we click on on the “Authors” tab once more, we will see who has written the articles.

Authors' detail, via Ahrefs' Content Explorer

As we will see from the record, some authors are from high-authority websites. We will method these journalists and pitch to them.

7. Spy on competitor’s hyperlinks 

If a competitor has the next DR than your web site, it’s normally a very good indication that you could profit from analyzing their hyperlinks to find out what hyperlinks you must get.

To search out what hyperlinks your competitor (or any web site) has, merely plug the area identify into Ahrefs’ Website Explorer and head over to the Referring domains report.

Referring domains report, via Ahrefs' Site Explorer

We will see that Grammarly has some excessive DR hyperlinks. If your online business desires to recreate a few of these hyperlinks, we will begin by in search of publications within the record.

I’ve seen that the Guardian’s web site is linking to Grammarly. Utilizing Website Explorer, we will click on on “Hyperlinks to focus on” and see the precise hyperlinks from the Guardian.

Links to target report, via Ahrefs' Site Explorer

We will see on this instance that the Guardian has referred to the Oxford comma article on Grammarly’s web site.

If we right-click, copy this URL, and paste it into Content material Explorer’s search bar, we will discover the creator and different useful data on this web page. 

URL detail, via Ahrefs' Content Explorer

We will even uncover the creator’s social media profile on this display screen.

Authors' tab, via Ahrefs' Content Explorer

Clicking on the creator’s identify takes you on to their Twitter profile. From there, you’ll be able to pitch why they need to hyperlink to your web site. 


On this article, we’ve checked out Grammarly for instance of a top-performing competitor web site. To be taught extra about Grammarly’s web optimization technique, you’ll be able to try Joshua Hardwick’s article on Grammarly’s web optimization.

We’ve established that this technique is a superb strategy to discover high-DR hyperlink prospects. However what if you wish to uncover many alternatives in a single go?

To do that, you should use the Hyperlink Intersect software. It means that you can examine your web site in opposition to the competitors.

To get began, plug in your opponents within the high rows and add your web site within the backside row.

Ahrefs' Link Intersect tool

On this instance, you’ll be able to see an inventory of the hyperlinks your competitor has, however your web site doesn’t. I’ve used some made-up web site examples right here, however you get the thought.

Domains not linking to mywebsite.com, via Ahrefs' Link Intersect tool

In abstract, this can be a nice strategy to spy in your competitor and use that data to search out new hyperlink prospects. 

Ultimate ideas

Spying in your opponents provides you insights you wouldn’t get anyplace else. It provides you a barometer of what’s working in your business and encourages you to up your recreation.

Utilizing instruments like Ahrefs makes holding tabs in your opponents simple, permitting you to remain no less than one step (or place) forward of them in Google. 

Obtained extra questions? Ping me on Twitter. 🙂