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6 All-Inclusive Website Analysis Tools You Should Know About


The ultimate goal for marketers is to put data to use in shaping their customers’ experiences throughout the customer journey. When analysis is successful, it empowers a brand to deliver a relevant offer to the right customer at the perfect moment, while also reducing the cost of each sale due to this highly-targeted efficiency.

Website analytics tools; everyone should be using them, and you probably already have an option or two in regular rotation. The question is how much these tools cover, and if you are to add more, where do you start?

Over the past few years, the website analytics field has become over-saturated with tools and software of every type all seemingly having features that overlap with one another.

How do you know where to start when choosing the tools you want to use?

When it comes to site analytics, many people think of Google Analytics first and foremost – no surprise considering that it is the biggest website analytics tool in the world. It has been installed on an estimated 11 million sites around the world. However, Google Analytics, while powerful, does not have all the key features that some of the more recently released tools have.


Everyone knows that data is the backbone of all web analytics and will assist you in A/B testing your customer approaches and expanding your brand awareness. Often the most important data is already right at our fingertips, which represents a big challenge in and of itself – you just need to know how to access the data, bundle it together and use it effectively.

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Regardless of the niche or industry you are in, your web presence has a direct and key impact on your brand recognition and lead generation and improving it goes hand-in-hand with collecting data. It goes beyond just working on your business website and includes social pages, backlinks, and anywhere else you might have created awareness for your business online.

Website analysis is important to your business in multiple essential ways – by helping you identify your organic traffic sources, measuring the ROI of your marketing efforts, and optimizing your site accordingly. These tools can lead directly to higher conversion rates and more income for your business.


When you are putting together your website analysis toolkit, it’s likely that you will find yourself including multiple options and applications that will ensure that you have the most comprehensive data selection for your business.

These are six all-inclusive website analysis tools used by companies around the world that you should know about and include in your toolkit:



Want to get a better idea of what your competitors are doing with their sites, and the scope of the traffic they get every month? The tool, SimilarWeb, was designed with this in mind, and is used by companies like Ebay, Google, and Microsoft..

SimilarWeb allows you to analyze other sites for web performance and marketing strategies and to conduct market research.

Using this tool, you can split your traffic between your different marketing channels. It also allows you to see from which other sites your visitors are coming from in the same session.

SimilarWeb can, additionally, enable you to track the backlinks and targeted keywords of other sites. The tool can also be used to score leads and view data over a range of time, allowing you to track changes in competing sites during set timeframes. SimilarWeb was also included in the list of top SEO tools by G2.

After using SimilarWeb, you’ll gain actionable insights on how to outdo your competitors and rank higher than them in search engine results.

SimilarWeb is suitable for sites of all sizes and natures, with a limited-use free plan available. Pricing for upgraded packages are determined on a case-by-case basis through a free consultation.

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SEMRush is a multi-faceted website analysis tool that can take your content marketing further than many other analytics tools out there. Mainly known as a popular SEO tool, you can use SEMRush to do much more: research keywords, audit your existing content for improvements, look for backlinking opportunities and several other features.

Many of the world’s biggest companies use SEMRush as part of their marketing and content strategy including Forbes, PayPal and other industry giants. G2 listed SEMRush as one of their top SEO tools of 2019-2020.

One of the biggest draws to using SEMRush for your business is being able to identify new keyword options while tracking your past and present rankings in search engine results.

The SEMRush database contains upwards of 35 million keywords sourced from various online channels including Google Adwords. Like SimilarWeb, SEMRush can be used to analyze your competitor’s marketing strategies and identify potential affiliate opportunities you could capitalize on.

SEMRush has a 14 day free trial, after which you will need to upgrade to a paid package. Their most basic package starts at just over $99 a month, with various options available to businesses of all sizes.


HubSPot homepage

HubSpot is well-known for it’s full stack of software that includes marketing, sales, and customer service, but they also offer analytics services. Its website analytics dashboard shows you your traffic sessions, engagement metrics, session sources, bounce rates and several other data points to start. This option is best for closed loop analytics, and granular data, and has won several awards for marketing automation.

HubSpot is included in this list due to its ability to create marketing reports based on analysis of your contact list, as well as the ability to better analyze your contacts’ journey over time.

Because HubSpot is made up of a Marketing Hub, Sales Hub, Service Hub and a CRM, they put serious emphasis on customer training, with webinars released regularly on the latest features and industry standards. Some of the companies that rely on HubSpot for website analytics and much more are Subaru, Suzuki, WPEngine and several thousand others.

Compared to Google Analytics, HubSpot has an easy-to-use interface, and many free options are available to try before you buy, like their Website Grader .

Pricing for HubSpot varies depending on the size of the company and the type of package.

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Moz Pro

Moz Pro homepage

Moz Pro is a dynamic, all-in-one SEO and website analysis solution targeted at crawling, keyword management and website optimization.

Their recently-rebuilt website crawler tool has vastly improved website monitoring, allowing users to identify problems with duplicate content and titles, broken links, missing page elements, and other crawl errors. These issues will have actionable suggestions you can make use of.

Beyond the usual keyword exploration options, Moz Pro has plenty to choose from when it comes to SEO tools. Their educational and product-based resources are second to none, with the annual MozCon event attended by a 1000 people year-on-year.

Moz Pro is loved and used by companies like Zillow, Beacon, Rover and the company was listed as one of the top SEO software tools for the year by G2.

Pricing for Moz Pro starts at $99 and can go up to $599 per month for larger companies and SEO agencies.

SE Ranking


Another all-inclusive SEO and website analysis option, SE Ranking, offers tons of useful features suited to multiple business purposes.

Perfect for smaller business owners and agencies, SE Ranking provides options for keyword tracking and research, site audits, competitor analysis, backlink monitoring and more. Each tool is aimed at bettering your search engine results.

Used by companies like TrustPilot, Capterra, Finances Online and more, SE Ranking also offers tools like page changes, monitoring, and even social media management.

SE Ranking is more affordable than some of the other options on the list, and was recently ranked as one of the top marketing products and SEO softwares of 2019-2020 by G2. Basic packages for SE Ranking start at $39 per month, with premium packages ranging from $89 to $189.

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Conductor Searchlight

Conductor Searchlight homepage

Looking for enterprise-level results? Conductor Searchlight may be the solution you are looking for.

By using Conductor Searchlight, you can do keyword analysis, track competitor activity on other sites, determine market share, analyze and improve content amongst several other features.

Other noteworthy benefits that bring Conductor to the frontline of enterprise website analysis are their real-time recommendations, integrations with other marketing solutions and focus on organic marketing support.

This support extends to an Organic Marketing Assessment prior to purchase, weekly strategy sessions, education workshops and other resources offered to Conductor clients.

Conductor also has a sizable database of keywords, that gathers keywords not only from Google but places like Moz too. Itfurther lets you create customizable reports about incoming traffic on an enterprise-level, including tracking content that is currently ranking on the first page of search engine results.

When doing SEO on a large scale, you need a way to do research and gather data capabilities in an efficient, polished and totally comprehensive package.

Conductor has been awarded one of the best SEO software by G2 and C3. Some of the most notable conductor customers include names like Citibank, WeWork, Slack, and Hyatt.

Pricing is done on a custom, quote-based system.

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FInal Thoughts

Beyond Google Analytics, you should consider a few other website analyzing tools listed in this article to improve your site, drive traffic and gain a new understanding of your traffic sources.

Using a combination of tools will improve your sales and marketing plans, refine your approach with customers and increase your earned revenue.

When selecting the website analysis tools you want to use, you’ll want to bear in mind that tracking data over time is key to keeping your site and overall web presence top notch consistently.

In today’s competitive business environment, you’ll need to identify data-based approaches that will keep you ahead of the pack when it comes to optimizing your web presence and refining all of your customer touchpoints.

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