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“Cheaper than what I was using and far easier to get around. I had never seen keyword data laid out so visually before, the topic clusters especially, which made the whole thing easy to understand.”
What to monitor about a competitor, and what to ignore
Most competitor monitoring is entertainment
It is easy to build a dashboard of rival metrics and satisfying to check. It is much harder to name the decision any of those numbers would change. Before adding a competitor to anything, decide what you would do differently if their number moved. If there is no answer, you are collecting trivia.
Three things pass that test.
The keyword gap
Queries a competitor ranks for and you do not are the most directly actionable competitor data there is. Each one is a page you could write or a page you already have that is not targeting it. Unlike a traffic estimate, a gap list converts straight into work.
The nuance is filtering. A large competitor's gap list runs to thousands of terms, most of them irrelevant or unwinnable. The useful slice is queries where they rank modestly rather than dominantly, since those are contested rather than owned.
Movement on queries you both target
Where you already compete, a rival's ranking change is a signal about the results page rather than about them. If three competitors gain on the same query in the same week, something changed in how Google reads that query, and that is worth investigating regardless of who moved.
Share of voice in AI answers
A growing share of research now happens inside ChatGPT, Gemini, Perplexity and Claude, where there are no positions and no click data. Which brands get named in an answer is a different question from who ranks first, and the two increasingly diverge.
What to ignore
Estimated traffic numbers. Every tool derives them from ranking data multiplied by third-party volume estimates, and the error bars are wide enough that acting on a month-on-month change is unwise. Use them for rough scale, never for decisions.
How UtilitySEO covers it
Competitor tracking with gap analysis surfaces the keywords rivals rank for and you do not. Brand tracking measures mention rate across ChatGPT, Gemini, Perplexity and Claude with share of voice against competitors, sentiment on those mentions, and citation churn alerts when your mention rate drops. That last one matters because AI answers change without any of the warning a ranking drop gives you.
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Real Google scores for performance, SEO and accessibility, plus a ranked list of exactly what to fix first, in under a minute.
Loved by teams that rank
So much cheaper than my previous software whilst also offering far more insight into my issues and industry keywords.
“Highly recommended.”
UtilitySEO doesn't overwhelm you with useless data.
“Easy to use and makes tracking my info so much better.”
Simple pricing
Every tool unlocked on every plan. You only pay for scale, seats, projects and usage.
Free Trial
Full Enterprise-level access for 30 days. No card required.
- ✓Everything in Enterprise, unlocked
- ✓Unlimited projects, keywords & scans
- ✓All multi-model AI audits
- ✓Brand tracking across ChatGPT, Claude, Perplexity & Grok
- ✓No credit card needed
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Entrepreneur
For solo founders and consultants running a handful of sites.
- ✓1 seat (solo)
- ✓3 projects
- ✓Track up to 250 keywords
- ✓5 competitors tracked
- ✓50 site scans per day (up to 2,000 pages each)
- ✓Brand tracking: ChatGPT, Claude, Perplexity, Grok
- ✓Multi-model AI audits
- ✓5 content-score AI checks per month
- ✓AI blog & full-post generator
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Enterprise
Unlimited everything, unlimited seats, and white-label. Built for agencies.
- ✓Unlimited seats & team members
- ✓Unlimited projects
- ✓Unlimited keyword tracking
- ✓Unlimited competitors tracked
- ✓Unlimited site scans (up to 2,000 pages each)
- ✓Brand tracking across all AI models
- ✓Multi-model AI audits
- ✓Unlimited content-score AI checks
- ✓AI blog generator with extended API limits
- ✓White-label reporting
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Competitor monitoring questions
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