Website Traffic Checker & Competitor Analysis

What a website traffic report tells you

A website traffic checker answers the first question in competitor research: how big is this site, and where do its visitors come from. This tool goes further than a visit count. For one domain it puts traffic, search visibility, authority, reviews, company details, catalogue, technology, DNS and security on a single page, so you can judge a competitor, a supplier or a possible partner in a couple of minutes instead of opening ten tabs.

• Size: estimated monthly visits and how they changed against the previous month
• Behaviour: bounce rate, pages per visit and average visit duration
• Acquisition: the split between organic search and paid search
• Authority: domain score, referring domains and backlinks
• Reputation: review rating, review count and the spread of stars
• Make-up: brands, categories, technology stack and subdomains

Competitor analysis for a website: what to compare

A competitor website analysis compares the same set of signals for every site you study. Traffic shows size and growth. The search mix shows how each site gets its visitors. Authority shows how strong its link profile is. Reviews show how customers rate it. Brands, categories and technology show how it is built and what it sells. Run each competitor through the same report and the differences stand out without any spreadsheet work.

• Size and growth: monthly visits, trend and rank
• Acquisition: organic versus paid search and ranking keywords
• Strength: domain score, referring domains and backlinks
• Reputation: review rating, count and recent complaints
• Make-up: brands, categories, technology stack and subdomains

Monthly visits and the monthly trend

Monthly visits is the number most people look for first. It is an estimate of how many visits the site receives in a month. The percentage next to it shows the change against the previous month, with an arrow up for growth and an arrow down for decline. One month of movement is noise, so check the same domain over several months before you read a trend into it. Seasonal shops swing hard: a toy shop peaks before December, a garden shop peaks in spring.

• Compare a competitor with your own site to see the size difference
• A rise or fall of a few percent is normal, a double-digit move deserves a closer look
• Large sites give steadier estimates than small ones
• Run the check again next month to build your own trend line

Bounce rate, pages per visit and visit duration

These three numbers describe what visitors do after they land. Bounce rate is the share of visits that leave after one page. Pages per visit is the average number of pages a visitor opens. Average visit duration is how long a visit lasts. Together they show how well a site keeps people browsing. A webshop with many pages per visit and a long visit time usually has strong navigation and a wide assortment. A high bounce rate can point to a landing page that does not match the traffic it receives.

• Bounce rate: lower usually means visitors find something relevant
• Pages per visit: higher usually means a deeper, easier-to-browse catalogue
• Visit duration: read it together with pages per visit, not alone
• Compare against shops of the same type, a content site and a webshop behave differently

Organic versus paid search traffic

The traffic sources panel splits search traffic into organic and paid. Organic visits come from unpaid results. Paid visits come from advertising. A shop with a high organic share has built search visibility that keeps working without a daily budget. A shop with a high paid share depends on advertising spend, which makes its traffic more expensive and easier to switch off. When you study a competitor, this split tells you whether to compete on content and rankings, on ads, or on both.

• A high organic share points to strong content, category pages and links
• A high paid share points to a heavy advertising budget
• A competitor that is mostly paid can be vulnerable when prices per click rise
• Use the split to decide where your own marketing effort has the best chance

Global, country and category rank

Rank puts a site in context. The global rank compares the domain with every site on the web. The country rank compares it with sites in the market you selected. The category rank compares it with sites in the same category, such as electronics or fashion, which is the comparison that matters most for a webshop. A lower number is a better rank. A shop that ranks in the top ten of its category is a direct competitor for the same shoppers, whatever its global position.

• Global rank: position among all websites
• Country rank: position within the market you chose
• Category rank: position among sites of the same type
• Rank moves with traffic, so it changes when a competitor grows or shrinks

Ranking keywords and organic visits

Ranking keywords is the number of search terms for which the site appears in search results. It shows how wide the search footprint is. Estimated organic visits turns that footprint into an expected number of visits from unpaid search. A big gap between the two numbers is useful. Many keywords with few visits means the site ranks for long-tail terms with little demand. Fewer keywords with many visits means it ranks well for a small set of high-demand terms.

• Use ranking keywords to judge how broad a competitor's content and catalogue are
• Use organic visits to judge how much that footprint is worth
• Both figures are estimates, so compare sites with each other rather than trust a single number

Domain score, referring domains and backlinks

Authority describes how much of the web points at a site. The domain score is a single number from 0 to 100, where higher means a stronger link profile. Referring domains counts the different websites that link to the domain. Total backlinks counts every link, so a few sites can inflate it. Referring domains is the steadier number. Linking IPs shows how many separate servers those links come from, which helps you spot a link profile built on a handful of sites.

• Referring domains matter more than the raw backlink count
• A high backlink count with few referring domains can mean sitewide links from a few sites
• Linking IPs shows how varied the link sources are
• Compare the domain score with your own to see how far you are from a competitor

Dofollow and nofollow links

The authority panel shows the share of links that are dofollow and the share that are nofollow. A dofollow link can pass authority to the linked site. A nofollow link tells search engines not to count it for ranking, although it can still send visitors. Marketplaces, forums and social platforms add many nofollow links, so a high nofollow share is normal for some sites. A high dofollow share suggests links from editorial and partner sites.

• A high dofollow share means more links that can pass authority
• A high nofollow share often comes from marketplaces, forums and profiles
• Neither is good or bad on its own, read it together with referring domains

Customer reviews and review sources

The reviews panel shows the average rating, the number of reviews and how the stars are spread, plus a few recent reviews where they are public. The review sources panel lists the review platforms where the shop has a profile, with the score and review count for each, and a short summary of the sentiment. Reviews tell you how a shop treats its customers, which is hard to see from traffic numbers. A large, fast-growing shop with a falling rating has a delivery or service problem you can use in your own positioning.

• Rating and review count show reputation and scale
• The star spread shows whether opinions are polarised or steady
• Recent reviews reveal what customers complain about now
• The summary condenses the main themes across review platforms

Company details, address and social profiles

The header of the report shows the company behind the domain: the registered company name, the address, the phone number where it is public, the industry and the founding year. It also links the social profiles the shop publishes. This helps you tell a brand from a legal entity, find out where a competitor is based, and check that a supplier or marketplace seller is a real business. Fields stay empty when the information is not public.

• Company name and address to identify the legal entity
• Phone number, industry and founding year where available
• Links to the social profiles the shop maintains
• Useful for supplier checks, partner research and competitor mapping

Brands, product categories and search terms

The brands and categories panel shows which brands a shop carries, how its product range is organised and which search terms it is likely to target. For a retailer, the brand list shows overlap with your own assortment. The category tree shows where it goes deep and where it stays shallow. The search terms give you ideas for keyword research and show which product groups the shop pushes. It is a quick way to see whether a competitor sells the same products as you.

• Brand overlap shows which competitors fight for the same shoppers
• Category depth shows where a shop has a wide range
• Likely search terms feed your own keyword and content planning
• Combine it with price data to see who undercuts you on shared products

Technology stack

The technology panel groups the tools a website uses: content management system, analytics, advertising pixels, payment providers, shipping partners, review widgets, hosting and content delivery. For a webshop this shows how it is built and how it runs its marketing. A competitor that uses a particular payment or shipping provider, or runs a specific review widget, shows you what the market standard is. It is also a lead source: agencies and software vendors use stack data to find shops that use, or lack, a given tool.

• Platform and CMS: what the shop runs on
• Analytics and advertising: how it measures and promotes
• Payment and shipping: which providers it offers shoppers
• Hosting and CDN: where the site is served from

Subdomains

Subdomains show the parts of a company that live next to the main site: a blog, a help centre, an image host, an API, a staging or a regional shop. A long list can reveal products, campaigns and internal tools that the main site does not link to. It also helps security teams check which hostnames a company exposes. The report shows a sample of the list and the total count.

• Blogs and help centres show where a company invests in content
• Regional subdomains hint at markets the company serves
• Asset and image hosts show how the shop delivers its media
• A large count points to a bigger and more complex organisation

Email provider, SPF, DKIM and DMARC

The email and DNS panel shows who handles the domain's email and DNS, how many mail servers it uses and whether it has set up SPF, DKIM and DMARC. These three records protect a domain against spoofing and help legitimate mail reach the inbox. A shop that sends order emails without them risks having its messages land in spam. If you work with a supplier, a missing record is a sign that email security is not a priority.

• SPF lists the servers that may send mail for the domain
• DKIM signs messages so receivers can verify them
• DMARC tells receivers what to do with mail that fails those checks
• The tools verified on the domain hint at software the company uses

Security headers and CDN

The security panel shows the content delivery network or firewall in front of the site, the server it reports and a grade for its security headers. Security headers are instructions the server sends to the browser, such as forcing HTTPS or limiting where scripts may load from. A better grade means more of those protections are in place. The grade is a quick signal, not a full audit, but it shows which sites take baseline hardening seriously.

• CDN and firewall: the layer that serves and protects the site
• Header grade: how many recommended protections are present
• Individual headers shown as chips so you see which ones are set
• Useful for vendor checks and for benchmarking your own site

robots.txt, sitemaps and AI crawler access

The site and crawling panel shows whether a domain has a robots.txt file, how many paths it blocks and which sitemaps it publishes. It also shows whether the site blocks AI crawlers. Many publishers now disallow the crawlers of AI companies in robots.txt. If a competitor blocks them, its content stays out of AI training and AI search results that rely on those crawlers. If it allows them, its pages can be read and cited. This is worth knowing when you plan your own policy.

• robots.txt shows which areas of the site search engines may not crawl
• Sitemaps show how the site tells search engines about its pages
• AI crawler access shows whether the major AI crawlers are blocked
• Language and hreflang signals show which markets the site targets

Page weight, scripts and cookies

Page weight and script counts describe how heavy the homepage is. A large page with many scripts loads slowly, especially on mobile, and slow pages convert worse. The external domains figure shows how many third-party services the page calls. The cookie count shows what the site sets on the first visit, split into tracking, consent and session cookies. Together these numbers show how lean a competitor's front end is and how much third-party tracking it uses.

• HTML size and script count: a rough measure of homepage weight
• External domains: how many third parties the page loads from
• Cookies on first load: tracking, consent and session cookies
• Lighter pages usually load faster and are easier to keep fast

Competitor website analysis in five steps

A competitor analysis does not need a long project. Pick three to five domains that sell what you sell, run each through the checker and put the numbers side by side. Look for the gaps. Where are they bigger, where do they grow faster, where do they rely on ads, and what do their customers complain about. Then add the one piece this report cannot give you: what they charge for the products you share.

• Step 1: list three to five direct competitors and run each domain
• Step 2: compare monthly visits, trend and category rank
• Step 3: compare organic share, ranking keywords and authority
• Step 4: read their reviews and brand list for strengths and weak spots
• Step 5: check their prices on the products you both sell

Who uses a website traffic checker

Webshop owners use it to size up a competitor before they change prices or assortment. SEO specialists use it to compare authority and search footprint. Marketers use it to see how a rival splits its traffic between search and ads. Sales teams use it to qualify a prospect by size and technology before they call. Investors, agencies and suppliers use it for a quick check on a company's scale and reputation. One report serves all of them because it combines size, behaviour, authority and company data.

• Retail and ecommerce teams: competitor benchmarking
• SEO and content teams: authority, keywords and crawl settings
• Paid media teams: the organic versus paid split
• Sales teams: prospect size, stack and contact details
• Procurement and partner teams: supplier and seller checks

Reading the numbers with care

Traffic and backlink figures are estimates. They are good for comparing sites and spotting direction, and weaker for exact counts, especially on small sites where a few visits change the picture. Fields stay empty when no public data exists for a domain, and we show them as missing rather than guess. Treat a single report as a snapshot. Run the same domains again after a month or a quarter, and judge the change rather than the absolute number.

• Use estimates to compare, not to report exact figures
• Small sites carry the widest error
• Empty fields mean no public data, not zero
• Repeat the check over time to see real movement

From competitor domain to competitor prices

Traffic tells you how big a competitor is. It does not tell you what they charge. ShoppingScraper tracks the prices and offers that retailers show in Google Shopping, matched by EAN or GTIN, so you can see where a competitor undercuts you on the products you share. Start with the traffic checker to find out who matters, then track their prices on the products where you compete.