We have been busy testing and trying out lots of different online tools that can help you benchmark your online marketing. Or at least get some insights into what your competitors are doing and how, so it makes it easier to benchmark your marketing efforts. In this post, we will list all the useful benchmarking tools we tried and give a brief description of each. In the next posts we will review each of these and give a better understanding of how to use them to your advantage.

IMPORTANT: Take all the data from these tools more as a guideline, check your own domain and compare to your own data before you jump to conclusions on competitors domains as all these tools will estimate a good portion of the data (especially on traffic and ads).


SEO and SEM performance

SEM Rush – One of the more known online tools, its best for giving you an overview of Search Engine Marketing (as the name suggests). Its free version is great for a quick review of your (or competitors) organic and paid search keywords, closest competitors, backlinks and top referrals.

Moz.com – They offer some cool tools, however the free suite is fairly simple and straightforward and you probably need to be a digital marketing professional or have a good understanding of SEO to recognize insights from the data provided. We still love their blog the most.

Ahrefs – Ahrefs is definitely known and grown due to its dominance in the backlinks analysis field. It has a free simple version available, but again, you need to know exactlly what you are looking for. It will show similar results and dashboards to SEM Rush, but if you compare results (due to different bots), the numbers won’t match exactlly, but it’s nice to have two sides and then consider the middle road.

SimilarWeb – This one is our favourite for direct benchmarking comparison feature. It displays data clearly and enables you to compare to your chosen competitor (in the free version) or to many of them (in the paid version). Again, similar to SEM Rush and Ahrefs, but a different angle on the same data, which is always good to have.



Keyword Spy 

Check comparison of Spyfu, iSpionage, Keyword Spy and SEM Rush here.


Display Advertising

Moat.com – This is a great tool to have to send your designed examples of banner/display ads. More often than not, they are not entirely sure how to make a good and effective banner (read our blog post on that topic), so find big brands here, take some examples and use their best practices for your benefit.


Social Media

Twitonomy – It is not as easy to use and you need to first login via one of your Twitter accounts. Then you can research competitor profiles, check when they post, how often they post, who are their followers and influencers and much more. All in the free version. Definitely a good tool to benchmark where you should be comparing to your competition.

Tweetchup – Similar to Twitonomy, it gives a good overview of any profile you want to research, except it’s a bit more straightforward how to use it and find the insights you are looking for. Also required you sign-in with one of your Twitter profiles.

AgoraPlus – They have a nice Facebook Page Benchmark tool you can use, but again, do compare the data to your own so that when you research competition you are objective to some possible data estimations.

LikeAlyzer – It provides a good free report to response times, engagements, % of different media posts and so on. It benchmarks the data itself so you don’t have to see what’s good or bad, and the free version gives some action points as well on what to improve and how.

Fanpage Karma – You will need to login to really get any free data, but as LikeAlyzer it will give some good estimates on how you are stacking-up against competition.

Simply Measured – They provide lots of freebie reports to stack yourself up to what everyone else is doing. The best is to try them yourself.


Tech Specs

Google PageSpeed Insights – Check your loading time and check the competition’s. Loading time is important in SEO, but most importantly it’s important for your visitor experience and making sure they don’t bounce.

Ghostery Extension – Add this to your Chrome and you will be able to see different pixels and add-ons your competition or a brand you like uses on their site.

Google Tag Assistant – It is just a must have for your own website, do that when your developer says they setup everything so it works, you can go and check if they really implemented that Google Analytics or Remarketing tag properly and so that it will work and report well. Take charge in knowing your website development even if you aren’t a developer. Also, shows you who is using remarketing, analytics and other pixels.

Facebook Pixel Helper – Similarly to Google Tag Assistant, but only focusing on Facebook pixels. It is interesting to see what websites are using FB pixels (usually a sign they use FB advertising).