How to Find Competitors in SEMrush: Step-by-Step Guide

In the world of digital marketing, staying ahead of the competition is crucial for success. Understanding who your competitors are and what strategies they’re using can provide invaluable insights for optimizing your own marketing efforts. SEMrush, a powerful digital marketing tool, offers a comprehensive solution for competitor analysis. In this step-by-step guide, we’ll walk you through the process of finding competitors in SEMrush and extracting valuable data to refine your marketing strategy.

Accessing SEMrush

Step 1: Accessing SEMrush

1. Sign In or Create an Account

 Start by signing in to your SEMrush account. If you don’t have an account yet, you can create one by visiting the SEMrush website and following the registration process.

2. Navigate to the Domain Overview

Once logged in, you’ll be directed to the SEMrush dashboard. Locate the “Domain Overview” tool, which is one of the key features for competitor analysis.

Step 2: Entering Your Domain

1. Enter Your Domain

In the “Domain Overview” tool, enter your own website’s domain into the search bar and click “Search.” This will generate a report providing insights into your own website’s performance.

Step 3: Identifying Organic Competitors

1. View Organic Competitors

 Scroll down to the “Main Organic Competitors” section. Here, SEMrush provides a list of websites that are considered your main organic competitors based on similar organic keyword rankings.

2. Explore Competitor Profiles

Click on the names of your identified competitors to explore their profiles. SEMrush will provide valuable data such as their organic search traffic, the number of keywords they rank for, and more.

Step 4: Analyzing Paid Search Competitors

1. Switch to Paid Search Overview

 Navigate to the top menu and click on “Advertising” to switch to the Paid Search Overview. This section provides insights into your own paid advertising efforts.

2. View Competing Domains

 Scroll down to the “Main Paid Competitors” section. Here, SEMrush will list the domains that are competing with you in paid search advertising.

3. Analyze Competitor Ad Strategies

 Click on the domain names of your paid search competitors to view their advertising strategies. SEMrush will provide data on their paid search traffic, number of keywords, ad copies, and more.

Step 5: Utilizing the Competitors Report

1. Navigate to the Competitors Report

In the left sidebar, click on “Competitors” under the “Analytics” section. This will take you to the Competitors Report, which provides an in-depth analysis of your competitors.

2. Explore Competitor Metrics

 In the Competitors Report, you can view various metrics such as the number of common keywords, organic search traffic, backlinks, and more. This data offers a comprehensive overview of how you stack up against your competitors.

Leveraging Keyword Gap Analysis

Step 6: Leveraging Keyword Gap Analysis

1. Perform Keyword Gap Analysis

 In the Competitors Report, click on the “Keyword Gap” tab. This tool allows you to compare your keyword rankings with those of your competitors. Enter your domain and select up to five competitors for comparison.

2. Analyze Keyword Opportunities

 SEMrush will provide a list of keywords that your competitors are ranking for, but you are not. This presents valuable opportunities to optimize your content and capture additional organic traffic.

Step 7: Exporting Data for Further Analysis

1. Export Reports

SEMrush allows you to export various reports and data sets for further analysis. Use the export feature to save competitor data, keyword lists, and other valuable insights.

Step 8: Monitoring Competitor Backlinks

1. Access Backlink Analytics

 In the left sidebar of SEMrush, click on “Backlink Analytics” under the “Link Building” section. This tool allows you to analyze your backlink profile as well as your competitors’.

2. Enter Competitor Domain

 Enter the domain of one of your competitors and click “Search.” SEMrush will provide a detailed report on their backlink profile, including the number of backlinks, referring domains, and more.

3. Compare Backlink Profiles

 Compare the backlink profiles of multiple competitors to identify potential opportunities for acquiring high-quality backlinks in your own link-building efforts.

Step 9: Tracking Competitor Advertising Strategies

1. Explore Display Advertising

 In the Advertising section of SEMrush, click on “Display Advertising” to gain insights into your competitors’ display ad campaigns.

2. View Ad Creatives and Publishers

 SEMrush provides data on the ad creatives your competitors are using, as well as the websites where their display ads are being shown. This information can help you refine your own display advertising strategy.

Step 10: Setting Up Competitor Alerts

1. Access Brand Monitoring

 In SEMrush, go to “Brand Monitoring” under the “Marketing Insights” section. This tool allows you to set up alerts for mentions of your brand and your competitors’ brands.

2. Create Competitor Alerts

Set up alerts for your main competitors to receive notifications whenever they are mentioned online. This can provide valuable real-time information about their marketing activities and strategies.


Analyzing your competitors is a crucial aspect of a successful digital marketing strategy. With SEMrush, you have a powerful tool at your disposal to uncover key insights about your competitors’ strategies, keywords, and performance metrics. By following this step-by-step guide, you can effectively identify and analyze your competitors, allowing you to make informed decisions and stay ahead in the competitive landscape of digital marketing.