Spy Equipment

Use these tools to see what your competition is up to. Are they using analytics? Are they testing? What keywords are they buying on search?

  • Ghostery   Favorite


    You can't really log in to Ghostery. It's a browser extension that inspects the websites you're surfing.

    We like Ghostery because it tells you how sophisticated your competition is. It will tell you if they are using analytics, such as Google Analytics, Site Catalyst or Coremetrics. It will also tell you if they have installed testing software, such as Visual Website Optimizer or Test and Target. 

    If you see a service on a site that you don't recognize, Ghostery will tell you quite a bit about it.

    Maybe your competitors know something you don't.

    Ghostery is your window into the invisible web – tags, web bugs, pixels and beacons that are included on web pages in order to get an idea of your online behavior. Ghostery tracks the trackers and gives you a roll-call of the ad networks, behavioral data providers, web publishers, and other companies interested in your activity.Ghostery Browser Plugin


  • SpyFu   Favorite


    SpyFu is an online competitive intelligence application that allows you to browse competitors' PPC keywords, daily budget, bid prices, clicks/day, and other interesting PPC facts & figures.


  • BuiltWith.com   Favorite


    In their own word: BuiltWith is a web technology information provider, tracking over 150 million active websites and performing over 900 billion technology lookups each year, BuiltWith is the leader in the web technology research field.


  • Alexa   Favorite

    Alexa LogoAlexa is the leading provider of free, global web metrics. Search Alexa to discover the most successful sites on the web by keyword, category, or country. Use our analytics for competitive analysis, benchmarking, market research, or business development. Use Alexa's Pro tools to optimize your company's presence on the web.


  • Quantcastâ„¢   Favorite


    Quantcast Measurement provides free, directly measured traffic and audience composition reports. These reports are Media Ratings Council-accredited, ensuring that your traffic data is both accurate and reliable.

    Quantcast Logo


  • SEMrush   Favorite


    Summary from Social Media Buzz:

    Strengths: SEMrush‘s data includes sites of all sizes, a list of key phrases and rankings for those terms — and provided the most accurate data of all the tools we examined.

    Weaknesses: The data were still imperfect. Customers must pay to get full data lists. And the data is only for Google traffic.

    Accuracy: The data were not perfectly accurate, though generally speaking SEMrush did not miss the mark for any of the sites we tested the way a number of the other tools did. In the end, the data were surprisingly accurate. As with some of the Google data, the information reported is just the Google search engine traffic, but this is our main area of focus and was quite accurate when drilling down into that specific area of traffic within analytics.

    How to best use SEMrush: Although imperfect, this tool came the closest to providing accurate data that I would, at least with a word of warning, be willing to share with a client about potential expectations or about where their competitors’ traffic may be. Most importantly, the add-on options and ability to see the keyword lists and how the competitor ranks for these terms is extraordinarily appealing.