If you’re tired of guessing what your competitors are doing online, you’re not alone. Whether you’re running a small business, managing a marketing team, or just sick of hearing your boss ask, “What are our competitors up to?”, this guide is for you. We’ll walk through how to use SEMrush to figure out what’s really working for other websites in your space—and what isn’t. No fluff, just the steps that actually matter.
1. Figure Out Who Your Real Competitors Are
Before you dive into SEMrush, get clear on which sites are actually competing with you. It’s tempting to punch in the big names, but ask yourself:
- Are they targeting the same customers as you?
- Is their content or product similar, or are they just the “obvious” example?
- Are they really beatable, or is it like comparing a local bakery to Amazon?
Pro tip: Start with 3-5 competitors you actually see in search results for your main keywords, not just the ones you wish you were like.
2. Plug Your Competitor’s Domain Into SEMrush
Once you’re logged into SEMrush, take these steps:
- Go to the “Domain Overview” tool.
- Enter a competitor’s domain (not just their homepage—use their main site, like example.com).
- Hit “Search.”
You’ll see a dashboard with traffic estimates, organic keywords, paid ads, and more. It’s a lot. Don’t get distracted by every shiny chart. Here’s what actually matters:
- Organic search traffic (estimate)
- Top organic keywords
- Backlink profile
- Traffic sources
Ignore “authority score” or any magic number that isn’t clearly defined. Focus on real data.
3. Size Up Their Organic Traffic (But Stay Skeptical)
SEMrush gives you a ballpark estimate of how much search traffic a site gets. Treat it like a weather forecast—directionally useful, never exact.
- Look at the trend (going up, down, or flat) over the last 6–12 months.
- Compare your own site’s numbers in SEMrush. Are they way ahead, or closer than you thought?
- Don’t obsess over the absolute number. It’s always a guess.
What to skip: “Total visits” across all channels. Focus on organic if SEO is your goal.
4. Dig Into Their Top Organic Keywords
This is where the real gold is. In the “Top Organic Keywords” section:
- See which keywords bring them the most traffic.
- Check the search intent: are these keywords informational, transactional, or just random brand searches?
- Spot keywords you’re not targeting yet, but could be.
How to use this: - Build a list of keywords where your competitor ranks in the top 10, but you’re nowhere to be found. - Don’t copy every keyword—a lot are junk or brand-specific.
Pro tip: Filter out branded keywords to focus on the stuff you can actually compete for.
5. Analyze Their Backlink Profile
Links still matter for SEO. Here’s what to look for in SEMrush’s “Backlinks” section:
- Who’s linking to your competitor? Are there any industry sites or bloggers you should know about?
- What kinds of pages get the most links? (Blog posts, tools, guides?)
- Are most links high-quality, or a pile of spammy directories?
What to ignore: Don’t chase every single link. Focus on patterns—like if three competitors all have a link from a certain site, maybe you should, too.
Quick wins: - Look for “lost” backlinks your competitor no longer has. Sometimes you can scoop those up. - Find out if they’re using guest posts, partnerships, or just getting links naturally.
6. Check Out Their Content Strategy
SEMrush’s “Pages” report shows which pages get the most traffic. Here’s what to ask:
- Do they have a few big evergreen guides, or lots of thin blog posts?
- Are their best pages product-focused, or informational?
- Is there a content format (videos, tools, calculators) that stands out?
Take notes on what’s working, but don’t assume more content is always better. One killer guide can outrank a dozen mediocre posts.
7. See If They’re Running Paid Ads
If you care about PPC, check “Advertising Research” in SEMrush. You’ll see:
- What keywords they’re bidding on
- Ad copy they’re using
- Estimated spend (take it with a grain of salt)
Why this matters: If they’re spending big on certain keywords, it’s a sign those terms actually drive business—not just traffic.
Caution: Don’t blindly copy their ad strategy. Test with a small budget first.
8. Benchmark Yourself With the “Domain vs. Domain” Tool
This one’s underrated. Plug in your domain and up to four competitors. You’ll get a side-by-side keyword comparison:
- See where you overlap—and where they’re crushing you.
- Spot “keyword gaps” (terms they rank for, but you don’t).
- Ignore “keyword cannibalization” warnings unless you see real problems in your rankings.
Pro tip: Use the “Missing” tab to find easy wins—keywords your competitors rank for, but you could target with a single new page.
9. Set Up Ongoing Tracking (But Don’t Obsess)
It’s tempting to check these numbers daily. Don’t. Instead:
- Set up weekly or monthly reports in SEMrush.
- Focus on trends, not blips.
- Use alerts for big changes (like a sudden drop in rankings).
What to ignore: Vanity metrics. It’s easy to get caught up in charts. Measure what moves your business forward.
What’s Useful, What’s Not, and What to Skip
Useful: - Keyword gaps and content ideas you can realistically tackle - Backlink sources you can actually approach - High-traffic pages that show what works in your market
Not useful: - Obsessing over competitor “authority” or SEMrush’s made-up scores - Chasing every link or keyword (pick your battles) - Copying your competitor’s every move. You’ll always be a step behind.
Skip: - Data overload. Pick 2–3 metrics to track. Ignore the rest. - Any tool or report you don’t understand—ask yourself, “How will I use this?”
Keep It Simple and Iterate
Competitive research with SEMrush is about direction, not perfection. Start with a few competitors, focus on the gaps that matter, and use what you learn to build your own strengths—not just mimic someone else. It’s a process, not a one-time thing. Keep it simple, check in regularly, and adjust as you go. That’s how you win—without wasting time on the stuff that doesn’t matter.