Search benchmarking – analysis of competitor sites from the top search engines


As they say, who owns the information, he owns the world. Therefore, the owner of any business should always keep track of their competitors. It helps to develop your company, achieve high incomes and learn from the mistakes of others.

To monitor competitors often use benchmarking technique, invented in the United States in the late 70s, aimed at improving the business or product.


Search benchmarking is a technique that allows you to analyze the sites of competing companies that are in the top search engines. This makes it possible to understand at the expense of what the sites of the main competitors are leading, and how our site can become an equal leader in the top, having achieved the same or better results.

The main goal of the search benchmarking is that after analyzing competing sites, it is necessary to adopt their positive working experience in order to promote your site to the top. You can read more detailed material on this topic here .

How is the benchmarking conducted?

  1. Selection of competing sites for comparison

    For the analysis, it is necessary to select 5-10 competitor sites. The more sites, the deeper analysis. To do this, you need to take the main request in the category on which you want to promote your resource, and look in the search results, which sites are in the top for this key, not counting contextual advertising.

    For example, for a low-rise construction site, the basic queries are:

    • construction of houses
    • turnkey houses
    • construction of houses
    • wooden houses in Moscow

    These keywords are driven into Yandex and see which sites “flash” most often. Remember that you first need to disable personal search and make it in the browser in incognito mode. Thus, our analysis will be more reliable.

    Search for the main sites of competitors

    Those sites that most often appear in the top, write to the table:

    Table for competitor analysis

  2. Collection of information on selected sites of competitors

    After writing out the addresses of the sites, we begin to collect basic data:

    • Age of the site – you can find out using the services and

      Site Age

    • Site structure and functionality

      Analyze how convenient the navigation menu is. Remember that it should be an assistant to the resource visitor, and also contain key queries:

      Convenient navigation menu

    • The presence of any “chips” on the site, for example, a calculator:

      calculator on the site

    • Website design – here you can evaluate the overall concept and impression on a five-point scale.

      Of course, the comrades have no taste and color, but try to be objective. Or you can ask your friends what design they like best.

      High-quality website design

    • Site attendance is determined using the service

      Site traffic analysis

      Also using this resource you can find out the main sources of traffic:

      The main sources of competitor site traffic

    • The number of pages in Yandex and google

      The number of pages in the index of search engines

    • Number of referring pages and donors

      For analysis, you can use the service

      Analysis of referring pages and donors

    • Page Evaluation – here you can analyze pages for the presence of text, H1 headers and key requests, images, page length, as well as title and descriprion tags.

    You can evaluate the sites of competitors and other parameters: the presence of promotions / discounts, UTP, the presence of contextual advertising, groups in social networks, etc. We will focus on the above parameters, we enter all the data in the table.

  3. Analysis of information and formation of a promotion strategy

    Next, we proceed to the comparison of the obtained indicators and the identification of problems that need to be solved in order to promote our website:

    Summary table for analyzing competitor sites

    The resulting table clearly shows what needs to be done on our site: to improve the functionality of the site and draw a high-quality design, write unique texts, place images, work on the natural reference mass. Based on the analysis, a strategy is developed to promote our site.

Benefits of Search Benchmarking

  • easy to understand and use;
  • brings new ideas for website promotion;
  • provides you with an understanding of how other sites are moving to the top.

The main disadvantages of using this technique are that it takes time to gather information. Also, thanks to algorithms such as the multiarmed gangster , low quality sites that will soon fall out can be mixed into the output. It interferes with reliable analysis.

For our clients with regular SEO support , we use this method to draw up a development strategy. Search benchmarking allows you to identify the shortcomings of the site and improve it, to be competitive in the search results, to take a place in the top. Stay ahead of your competition!