Research competitors
See rivals' keywords, backlinks and share of voice.
Tools for this
The SEO Roger tools we’d reach for first.
Why SEO Roger
Three reasons teams pick SEO Roger for this.
One workspace, no tool-hopping
Everything you need lives in a single project with shared data and a unified report history.
Built for search and AI
Rank in Google and get cited by ChatGPT, AI Overviews and Perplexity, from the same dashboard.
Prioritized, not overwhelming
Every report ranks issues by impact so you always know what to do next.
Research competitors: the short answer
Competitor research in SEO means identifying which keywords and backlinks your rivals have that you do not, and which of those you could realistically win. The useful output is not a list of everything they rank for, it is a shortlist: winnable terms with real demand, and referring domains that already link to sites like yours. SEO Roger produces both, plus a side-by-side view of authority, traffic and share of voice.
The problem
Competitor research usually stops at a list of keywords, which is interesting but not actionable. Knowing a rival ranks for two thousand terms does not tell you which of them you could realistically win, or what is actually driving their authority.
The useful questions are narrower: which valuable terms do they own that we do not, which sites link to them and not to us, and which of their pages are pulling the most authority through the domain.
Who this is for
- Teams entering a competitive category and choosing where to attack
- SEOs building a link prospecting list that is actually reachable
- Agencies producing competitive analysis for pitches and QBRs
How SEO Roger solves it
- 1Size up the domainDomain Overview gives authority, organic and paid traffic estimates, keyword and backlink counts, and the traffic trend for any domain, yours or a rival's.
- 2Find the keyword gapKeyword Gap lists terms competitors rank for and you do not, with volume and difficulty, so you can pick the openings that are winnable rather than merely large.
- 3Find the link gapBacklink Gap surfaces referring domains linking to several competitors but not to you. These are the most realistic link targets you have, because they already cover your category.
- 4Watch the share of voice shiftPosition tracking and AI citation tracking show how visibility moves between you and named rivals over time, in both classic results and AI answers.
Research competitors: questions, answered
How do I find my competitors' keywords?
Enter their domain in Domain Overview to see the terms they rank for, then run Keyword Gap against your own domain to isolate the ones they have and you do not. Filtering by difficulty and intent turns that list into a shortlist you can actually act on.
How can I see who links to my competitors?
Backlink Analysis lists referring domains and anchors for any domain, and Backlink Gap narrows that to sites linking to rivals but not to you, which is usually the highest-conversion prospecting list available.
Can I compare my site against several competitors at once?
Yes. Competitor Comparison puts your domain next to multiple rivals on authority, traffic, keyword and backlink metrics, and the gap tools accept several competitor domains in one run.
How do I track share of voice in AI answers?
The AI Citation Tracker records, per prompt, which brands and sources the answer engines cite. Over time that shows whether you are gaining or losing ground against named competitors inside AI answers, not just in the SERP.
Research competitors with SEO Roger
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