That’s precisely where data-backed competitive analysis becomes a game-changer.<\/p>\n
I like to compare it to a sports team preparing for a championship game. Coaches do extensive research throughout the season. They study game footage and build scouting reports on every player on the opposite team to identify their weaknesses and develop an effective plan of attack. Think of the competitive analysis as your competitors’ playbook: an important toolkit that equips you with a strategy for success.<\/p>\n
In this guide, I’ll walk you through a step-by-step approach to competitive analysis, everything from the basics to advanced tools and tips.<\/p>\n
You’ll learn how to conduct a thorough analysis of your business<\/strong> and translate your insights into actions that drive meaningful growth.<\/p>\n Ready to dive in?<\/p>\n Competitive analysis is the process of gathering, researching, and evaluating data<\/strong> about your market and your competitors’ core strategies. This data ranges from product offerings, positioning, and sales tactics to pricing models, go-to-market strategies, and more. The analysis allows you to uncover insights into competitors’ strengths, understand their strategic choices, and identify any gaps in your own strategy and focus areas.<\/p>\n These insights empower you to make informed, impactful business decisions<\/strong> that give you a competitive edge, helping you view the market landscape with clarity and revealing new avenues for growth.<\/p>\n In a nutshell: competitive analysis gives you the insights you need to make smart, impactful decisions that put you ahead. It helps you see the big picture, revealing new ways to grow and stay competitive.<\/p><\/blockquote>\n But that’s not always easy. Gathering the data can be a challenge, and once you have it, new questions seem to pop up all the time:<\/p>\n If this sounds familiar, you’re not alone. When I first started with competitive analysis, I felt swamped by all the details and kept finding more questions than answers. But once you get the hang of it, you’ll have a powerful way to understand your market and make more confident decisions.<\/p>\n Before we continue, you can start by making a copy of the Similarweb Competitive Analysis Template<\/a>. It will serve as your framework for analyzing your digital performance and comparing it to key competitors.<\/strong><\/p>\n Business is inherently competitive, and your marketing strategies don’t exist in isolation. Be assured, your competitors aren’t likely to give up a piece of the pie without a fight. So, how do you increase your market share?<\/p>\n Well, a thorough competitive analysis can uncover valuable insights to help you:<\/p>\n But here’s the key: you need to go beyond surface-level research. This means analyzing your competitors’ products<\/a> and their marketing strategies<\/a>. After all, the more thoroughly you understand their business model, the better you’ll understand their strengths and weaknesses. Should you compete head-on in their space? Or should you carve out an underserved niche where you can capitalize on micro-consumer demand<\/a>?<\/p>\n The answer, of course, lies in research. Whether you’re launching a new product<\/a> or growing an existing business, you need a deep understanding of your competitive landscape to make informed decisions that drive growth.<\/p>\n Now that you understand why you need competitive analysis, here are some of the benefits you can expect.<\/p>\n Digging into your competitors’ marketing strategies isn’t just about finding their weaknesses; it’s about understanding where they’re actually ahead of you and figuring out your next move. This could be in their marketing approach, product features, or something else they’re doing better. The more you know about their strengths and weaknesses, the more you can leverage that insight to win back market share.<\/p>\n Your competitors might serve your target audience<\/a> in ways you never thought possible. Looking at their products and services will not only help you think of product ideas but also give you insight into what your prospects really need. The better you understand your audience, the more likely you are to satisfy them.<\/p>\n Competitive analysis helps you stay attuned to industry shifts because it forces you to carefully study new tactics, products, or technologies your competitors are testing. Catching these trends<\/a> early empowers you to stay ahead of the curve and position your business as a forward-thinking leader in your market.<\/p>\n Running a business without data you can trust is like flying blind. Having high-quality, accurate data and using that for your competitor research helps you clearly see your competitive landscape and develop a strategy that takes into account both your competitors and your target audience.<\/p>\n Every industry has its tried-and-true methods, and studying your competitors’ strategies shows you what’s working and how you might adapt those marketing tactics<\/a> for your own goals. Competitive analysis doesn’t just influence your overall game plan, it also shapes the everyday marketing moves that bring that strategy to life.<\/p>\n Before diving into competitor tactics, let’s start with the foundation: understanding your market landscape. Taking a methodical approach to collecting and analyzing market information reveals not just who you’re up against, but also how different market forces interact and influence each other.<\/p>\n You can divide your competitor research into four main areas of competition:<\/p>\n In the following section, we’ll show you how to analyze your competitors systematically. We’ll start with the big-picture metrics and slowly work our way down to the specific tactical approaches your competitors are taking to achieve the results they are getting. To do that, we’ll be using a combination of data from competitor analysis tools<\/a> and traditional market analysis methods<\/a>.<\/p>\n I always start by mapping out companies that offer a product or service in the same category as mine. Then, I prepare a list of competitors and categorize them into different levels using three main factors:<\/p>\n When you approach this task, keep in mind there are two main types of competitors<\/a>: direct and indirect<\/strong>. Then, in addition to these, there are also replacement competitors and potential competitors.<\/p>\n Your primary competitors fall into this category. These are businesses that are identical to yours in all three areas: they have the same target audience, offer a solution for the same problem, and are in the same product category<\/strong>. For instance, if you sell orthopedic shoes for kids, direct competitors would include other ecommerce sites or brands with similar products.<\/p>\n Indirect competitors<\/a> overlap in one or two of the three areas. For example, they may target the same audience and address the same problem but with a different product. Think, for example, of a company offering a surgical solution for the same condition that orthopedic footwear aims to support. While your focus should be on direct competitors, tracking indirect ones is also wise. Industries evolve quickly, and indirect competitors may pivot into your market or launch a complementary product or app at any point.<\/p>\n Substitutes are companies that solve the same core problem differently than you do. While they might target different audiences or take a different approach, they’re still competing for your customers’ attention and budget. Take physical therapy clinics and orthopedic shoe companies, both help people with foot pain, just through different solutions. Understanding these alternative competitors is crucial because they show you where your customers might turn if they’re not satisfied with traditional options in your market.<\/p>\n Keep an eye on potential competitors and companies that could enter your market tomorrow if they see an opportunity. Think of major footwear brands that don’t currently make orthopedic shoes. With their resources and distribution networks, they could launch an orthopedic line practically overnight. Staying alert to these sleeping giants helps you anticipate industry shifts and prepare for new competition before it arrives.<\/p>\n 👉 Pro tip<\/strong>: Mapping out these different types of competitors shows you exactly where you stand in the market and helps you anticipate how each might try to win over your customers.<\/p><\/blockquote>\n A competitive matrix<\/a> is a simple but powerful tool that helps you visually compare your business to key competitors based on specific factors. It allows you to see at a glance where each competitor stands in critical areas<\/strong> and highlights opportunities where you might gain a competitive edge.<\/p>\n Here’s how to create and use a competitive matrix effectively:<\/p>\n Start by identifying the key factors you want to compare. These might include product features, pricing, target audience, market share<\/a>, strengths, weaknesses, or unique selling points. Zero in on what truly drives buying decisions in your industry.<\/p>\n On one axis, list your business and each of your main competitors, including direct, indirect, replacement, and potential competitors, depending on what you want to analyze.<\/p>\n Assess each competitor on your list’s performance in each criterion. You can use a numerical rating, checkmarks, or brief notes. For example, if comparing product features, you might score each business on a scale from 1 to 5 or simply note the presence of specific features.<\/p>\n Once your matrix is complete, patterns should start to emerge. You’ll see where competitors are strongest and where there are gaps in the market. This helps you pinpoint your competitive advantages and identify areas for improvement or differentiation.<\/p>\n Use the matrix to look for opportunities to differentiate your business and marketing strategy. For instance, if most competitors lack customer support or a specific product feature, this could be a chance for you to differentiate yourself. Get a copy of our competitive matrix template<\/a>.<\/p>\n Finding your competitors starts with the simplest tool at your disposal: Google.<\/p>\n Run searches for keywords related to your business and see who shows up both in organic results and paid ads. For instance, typing in “[your brand] competitors” can reveal who Google thinks you’re competing with. However, Google can only take you so far.<\/p>\n Your sales team is a goldmine of competitor insights. They’re on the front lines, talking directly with customers who are weighing their options. They know exactly which competitors you’re up against and what questions prospects are asking about them.<\/p>\n 👉 Pro tip<\/strong>: If your company uses a conversation intelligence platform like Gong, Chorus, or Clari, ask for access to relevant sales calls. You’ll hear firsthand which competitors come up most often, what objections prospects raise, and which competitor features get mentioned, intelligence that no public dataset can replicate.<\/p><\/blockquote>\n While reaching out to your customers takes more effort than checking in with your sales team, it’s one of the most valuable ways to gain competitive insights<\/a>. You can use surveys, calls, or emails to connect with customers. Beyond direct outreach, check customer review sites like G2 or Capterra, the feedback shared by both your customers and your competitors’ customers on these platforms often reveals exactly the competitive insights you’re looking for.<\/p>\n One of the best ways to approach competitive analysis is by using a data-driven tool. It’s scalable and efficient, saving a lot of time, but remember: the data is only really relevant to your business if you can easily filter it to pull out what matters. Ultimately, trying to do this without the right tool won’t get you far and will cost you valuable time and money, which is why investing in the right one is absolutely crucial.<\/p>\n Let me show you how it works in practice. I’ll analyze Klook.com<\/strong><\/a>.<\/p>\n Klook has a warm place in my heart, as I used it a lot before and during my trip to Japan. The site made it very easy to get tickets to attractions, book train tickets, and more.<\/p>\n And it looks like I\u2019m not the only one, let\u2019s check out Klook\u2019s web traffic over the last 12 months using Similarweb’s Website Analysis tool:<\/p>\n We can see that web traffic to klook.com<\/a> has been steadily increasing since July 2025 (then the site had 27 million visitors, compared with almost 46 million in March 2026!).<\/p>\n Next, let\u2019s have a look at the Similar Sites<\/strong> report to get an overview comparison of Klook to its main competitors, based on content, audience, keywords, and referrals. Using multiple data points together helps you find your closest true competitors since no single factor tells the whole story.<\/p>\n Beyond data platforms, AI assistants have become genuinely useful research accelerators for competitive analysis. Here are three practical ways to integrate them:<\/p>\n The key caveat: always cross-check specific claims against primary sources before putting them in a deck. Read our guide for a deeper look at how AI is changing competitive analysis<\/a>.<\/p>\n A site that targets similar keywords to yours isn’t necessarily a direct competitor. So, before analyzing organic competitor data<\/a>, verify they’re actually serving your market. Use the Similarweb Organic Competitors<\/strong> report, which finds competitors based on keyword overlap. The industry and website type filters help you narrow down to the most relevant competitors for your business.<\/p>\n For Klook, this step quickly separates true competitors from sites that only happen to rank for similar travel terms. The Organic Competitors report shows that KKday stands out as Klook\u2019s closest organic rival<\/strong>, combining the highest overlap score with 44.43% shared keywords<\/strong> and 4.78M desktop organic visits<\/strong>, which makes it a strong benchmark for side-by-side SEO analysis.<\/p>\n At the same time, larger players like GetYourGuide<\/strong> and Traveloka<\/strong> bring much higher organic traffic volumes, but with lower keyword overlap, suggesting they compete more broadly across travel discovery and bookings rather than mirroring Klook\u2019s exact search footprint. There are also niche players such as japan-bullettrain.com<\/strong>, which shows very high keyword overlap but relatively little traffic, a sign that keyword similarity alone can be misleading unless you validate whether the site truly competes in your category and at your scale.<\/p>\n You should also look at which sites are running paid ads targeting your keywords. In the Similarweb Paid Competitors<\/strong> report, apply the same industry filter to focus on businesses in your space. This narrows your list to direct competitors who are actively running ads.<\/p>\n Looking at paid search tells a slightly different story. While KKday remains Klook\u2019s closest competitor<\/strong> with a strong overlap of 42.56% and meaningful paid traffic, the biggest shift comes from large OTAs like Trip.com<\/strong>, Agoda<\/strong>, and Viator<\/strong>, which dominate in scale and drive tens of millions of paid visits. These players may not share as many keywords, but they compete aggressively on high-value, transactional terms.<\/p>\n At the same time, there is a layer of high-intent niche competitors such as japan-bullettrain.com, shinkansen-ticket.com, and osaka-tickets.com<\/strong>. These sites show very high keyword overlap, often above 60%, but relatively low traffic. This suggests they focus on specific booking queries like train tickets or local attractions, where user intent is strongest.<\/p>\n The takeaway is that in paid search, Klook is competing across two fronts<\/strong>. On one side are large travel platforms with significant budgets and reach. On the other are specialized providers that capture bottom-of-funnel demand through highly targeted keywords.<\/p>\n The SWOT analysis<\/a> is my go-to framework for sizing up the competitive landscape. It looks at internal Strengths (S) and Weaknesses (W), plus external Opportunities (O) and Threats (T). Do this both for your business and your competitors. This simple framework helps you see the market clearly and make strategic decisions based on real competitive dynamics.<\/p>\n Through SWOT analysis, you’ll understand exactly where you stand<\/strong>: your vulnerabilities, your opportunities, and how market forces shape<\/strong> your competitive position<\/a>.<\/p>\n To get started, the best way is to set up a meeting room and a whiteboard and gather your team. Divide the whiteboard into four quadrants: Strengths (S), Weaknesses (W), Opportunities (O), Threats (T). Begin brainstorming and fill each quadrant with as many points as possible.<\/p>\n As I don’t work at Klook, I asked Claude<\/strong> to create a mock of how this might look after a roaring team session:<\/p>\n I recommend starting with opportunities and threats. Understanding these external factors gives you a clearer view of your competitive landscape. Then tackle your strengths and weaknesses, having those external factors already mapped out usually helps you spot internal factors that either address or relate to them.<\/p>\n To get a copy of our SWOT analysis template, click here<\/a>.<\/p>\n So far, we’ve analyzed your competitors. But to get a complete picture, you must also analyze their customers directly.<\/p>\n Understanding audience demographics<\/a> is your first big-picture priority, since it shapes everything from pricing to tone to market positioning.<\/p>\n Let’s look at audience geography and demographics using the Audience<\/strong> tab in Similarweb’s Website Analysis tool. The Geography<\/strong> report shows each competitor’s traffic share by country.<\/p>\n Klook\u2019s audience is clearly global, but a closer look at geography shows where competition is strongest. The United States drives the largest share of traffic at 19.6%, followed by Taiwan and Japan, which reinforces Klook\u2019s strong position in Asia-Pacific travel. However, when you break this down by competitive traffic share, markets like the US and Europe are heavily dominated by players such as Viator and GetYourGuide, while Klook holds a much stronger position in Asian markets like South Korea, Singapore, and the Philippines. This suggests Klook\u2019s competitive advantage is still regionally concentrated, even as it expands globally.<\/p>\n The Demographics<\/strong> report reveals gender and age distribution.<\/p>\n From a demographic perspective, Klook\u2019s audience is fairly balanced by gender, with a slight skew toward female users, similar to most competitors. The more interesting signal comes from age distribution. The largest segment falls in the 25 to 34 range, followed by 35 to 44, indicating that Klook primarily attracts younger, experience-driven travelers<\/strong>. Compared to competitors, the distribution is relatively aligned, which means differentiation is less about who the audience is and more about how each platform captures and converts that demand.<\/p>\n Looking at audience overlap<\/strong> adds another layer to the competitive picture. Despite operating in the same category, the shared audience between Klook and its competitors is surprisingly low, often close to zero in percentage terms. Klook has over 21 million average unique visitors, but a large portion of this audience is exclusive, with more than 16 million users not visiting competing platforms in the same period.<\/p>\n At the same time, the total addressable audience across all competitors exceeds 61 million users, with tens of millions still unreached by Klook<\/strong>. This indicates that competition is less about fighting over the same users and more about capturing different segments within a broad travel demand pool. For Klook, this creates a clear opportunity to expand reach into adjacent audiences that competitors like GetYourGuide and Viator are already capturing.<\/p>\n What a company says about itself only tells part of the story. To truly understand your competitors, you need to see them through their customers’ eyes:<\/p>\n For audience analysis templates, get a copy of our full audience analysis template<\/a>.<\/p>\n The 4 Ps framework<\/a>, also called the marketing mix, refers to the fundamental elements businesses use to develop and implement marketing strategies.<\/p>\n I used Claude again to simulate what this would look like after a session in Klook\u2019s offices:<\/p>\n After you’ve identified your main competitors and analyzed their audiences, it’s time to gather background information on them. Make sure your company overview includes:<\/p>\n I’d recommend you regularly monitor your market position by creating a Custom Industry<\/strong> in the Similarweb Market research tool<\/a>. Add your site and your competitors to set it up, this will show how your site is performing within a market you have defined.<\/p>\n Here I took Klook and 8 other sites (but you can do up to 300!)<\/p>\n Looking at the Top Players<\/strong> report, we see that Trip.com and Agoda dominate the space with 33.7% and 28.3% market share<\/strong>, putting them firmly in control of overall demand. Klook sits in the second tier with 11.3% market share<\/strong>, slightly behind GetYourGuide and ahead of Viator. This positions Klook as a strong challenger, but still some distance from the category leaders in terms of total scale.<\/p>\n The Market Quadrant<\/strong> view adds more context to that position. Klook shows above-average growth and engagement<\/strong>, with over 21M unique visitors and strong month-over-month growth. It sits outside the leading quadrant but clearly above many smaller players, which indicates momentum. In contrast, Trip.com combines both scale and growth, while Agoda maintains a large audience but with slower momentum.<\/p>\n This tells a clear story. Klook is not the market leader yet, but it is growing at a healthy pace and competing closely with the top experience-focused platforms. The gap to the largest OTAs is still significant, but Klook is well-positioned to gain share if it continues to scale in high-growth markets and capture more demand across its existing audience.<\/p>\n Once you have basic overviews for your top competitors, your next step is to analyze how your company fits into your market. Pay special attention to those in the top-right of the market matrix, these are the companies you’ll want to monitor most closely<\/strong>.<\/p>\n You now have an overview of your competitors. You’ve assessed their place in the market and conducted an audience comparison. Now, let’s analyze their website performance to uncover:<\/p>\n Using Similarweb’s Website Analysis tool, look at traffic & engagement, then qualify those findings with engagement metrics like bounce rate and pages per visit. When you look at visits over time, you can spot trends. A competitor with high traffic but a downward trajectory may be more vulnerable than the headline number suggests.<\/p>\n Looking at traffic and engagement gives a more complete picture of how Klook performs beyond raw visit numbers. With 37.3M monthly visits and 21M unique users<\/strong>, Klook sits behind the largest players like Trip.com and GetYourGuide, but remains firmly in the top tier. Where it stands out is engagement quality. Klook leads on pages per visit at 3.55, matching Viator and outperforming most competitors, which suggests users are actively browsing and comparing options rather than bouncing quickly.<\/p>\n At the same time, its bounce rate sits at just under 52%<\/strong>, which is higher than GetYourGuide\u2019s 45.9%. This indicates that while Klook drives strong exploration once users engage, there is still room to improve first-touch experience and landing page relevance to reduce drop-off.<\/p>\n Looking at trends over time adds important context.<\/p>\n Klook shows steady growth across the year<\/strong>, rising from the mid-30M range to around 46M monthly visits by March<\/strong>, with a small dip in February followed by a rebound. This upward trajectory signals healthy demand growth and increasing visibility. In contrast, while Trip.com dominates in scale, its growth is more gradual, and other competitors like Viator remain relatively flat. This suggests that Klook is gaining momentum, even if it has not yet closed the gap in total traffic.<\/p>\n Then move to Marketing Channels<\/a>. Which channels are they winning in? Are any channels being underinvested in? These gaps are often where the best opportunities to gain market share reside.<\/p>\n Looking at marketing channels reveals clear differences in how each player acquires traffic. Klook\u2019s strategy is relatively balanced, with strong contributions from organic search (around 25%+) and display (around 30%)<\/strong>, supported by direct traffic. This suggests a mix of brand demand and active user acquisition, especially through retargeting and awareness campaigns.<\/p>\n In contrast, competitors show more specialized channel strategies. Trip.com heavily dominates referrals<\/strong>, driving close to half of its traffic from partnerships and affiliates, which points to a strong distribution network. GetYourGuide and Viator lean more heavily on paid search<\/strong>, indicating a focus on capturing high-intent demand at scale. Meanwhile, KKday over-indexes on organic search<\/strong>, suggesting a stronger reliance on SEO for growth.<\/p>\n For Klook, this highlights both strengths and opportunities. Its diversified mix reduces reliance on any single channel, but there may be room to expand in areas like referrals and paid search, where competitors are capturing significant demand.<\/p>\n If you\u2019re only looking at websites, you\u2019re missing a big part of the picture. In travel especially, a huge portion of bookings and repeat usage happens on mobile apps. This is where Similarweb\u2019s App Intelligence<\/a><\/strong> comes in, giving you visibility into downloads, usage, engagement, and user sentiment across your competitors\u2019 apps. However, GetYourGuide slightly leads in average monthly downloads, which suggests stronger ongoing acquisition. KKday, on the other hand, is significantly smaller in scale, with under 1M total downloads, indicating a more limited app footprint.<\/p>\n Looking at trends over time adds more context. Klook\u2019s downloads are relatively stable, but show a slight decline in the most recent month, while GetYourGuide is trending upward.<\/p>\n Engagement metrics tell a different story.<\/p>\n Klook has around 2.9M monthly active users<\/strong>, compared to 4.5M for GetYourGuide<\/strong>, but its session time per user is higher, which indicates that users who are in the app are actively engaging. Its daily stickiness (8.1%)<\/strong> is also close to GetYourGuide\u2019s, showing comparable retention levels. KKday again trails behind in both scale and engagement.<\/p>\n User feedback highlights where experience gaps exist.<\/p>\n Klook\u2019s average rating of 3.46<\/strong> is noticeably lower than GetYourGuide\u2019s 4.60<\/strong>, despite having a much higher reply rate to reviews (over 90%)<\/strong>. This suggests that while Klook is actively managing customer feedback, there may be underlying product or experience issues, particularly around areas like pricing and stability<\/strong>, where sentiment appears weaker.<\/p>\n The takeaway is that app performance is not just about downloads. Klook is competitive in scale and engagement, but there is clear room to improve user satisfaction and acquisition momentum. For competitive analysis, this helps you understand not just how users find your product, but how they experience it after they install it.<\/p>\n Once you\u2019ve analyzed your competitors\u2019 performance and strategies, the next step is to monitor them continuously. Competitive analysis is not a one-time exercise, and this is where a competitive tracker becomes essential.<\/p>\n With Similarweb\u2019s Competitive Tracker<\/strong>, you can follow up to 25 competitors in one place and stay updated on both performance trends and real-world business activity. Instead of manually checking multiple sources, you get a centralized view of what your competitors are doing across marketing, product, and growth.<\/p>\n One of the most valuable features is Competitor News & Updates<\/strong>, a daily feed that highlights meaningful competitor activity across more than 20 business topics. This includes things like partnerships, product launches, investments, and leadership changes, all ranked by relevance so you can quickly focus on what matters. For example, spotting a new partnership or product expansion early can help you respond before it impacts your market position.<\/p>\n Beyond business updates, the tracker also gives visibility into marketing execution<\/strong>. You can monitor competitors\u2019 social media posts and paid ads in real time, which makes it easier to understand how they position their offerings, what messaging they prioritize, and where they are investing budget. This is particularly useful for identifying new campaign angles or testing ideas based on what is already working in your category.<\/p>\n You can also track content strategy changes<\/strong> by following competitors\u2019 blog updates and website content. This helps you quickly spot shifts in topics, new landing pages, or emerging themes, which can feed directly into your own SEO and content planning.<\/p>\n All of this can be delivered directly to your inbox through automated alerts, so you do not need to actively check the platform every day. Instead, you stay informed as soon as something important happens, from new ad creatives to press mentions and site updates.<\/p>\n The result is simple. Instead of reacting late to competitor moves, you build a system that helps you spot changes early and act on them faster.<\/p>\n Go to the Similarweb Keywords report<\/strong>. This report helps you understand how your competitors appear in search results, for both paid and organic listings, giving you insights into both their SEO and PPC keyword strategies<\/a>.<\/p>\n Compare all your top competitors’ keywords in one view. Non-branded keywords reveal their SEO strategies, while branded keywords show brand awareness performance.<\/p>\n Looking at the Keywords report gives a clear view of how Klook competes in search across both SEO and PPC. When focusing on non-branded terms, the competitive landscape is dominated by GetYourGuide, which holds the largest share of clicks at around 37.5%<\/strong>, followed by Klook at 25.9%<\/strong> and Viator at 19.7%<\/strong>. This shows that while Klook is a strong player, it is still competing for visibility against platforms that capture a larger share of discovery traffic.<\/p>\n At the keyword level, the mix of wins and losses highlights where Klook is gaining and where it is losing ground. For example, it is seeing strong growth on certain queries like \u201cShibuya Sky tickets,\u201d while losing visibility on broader destination terms such as \u201cTokyo,\u201d \u201cKyoto,\u201d and \u201cOsaka.\u201d This pattern suggests that Klook performs better on specific, experience-driven queries<\/strong> rather than broad travel searches, where larger platforms tend to dominate.<\/p>\n Overall, this reinforces an important strategic insight. Klook\u2019s strength lies in capturing high-intent, activity-focused searches, but there is still an opportunity to expand visibility across broader, top-of-funnel travel queries to grow overall traffic share.<\/p>\n The top landing pages report<\/strong> allows you to reveal which of your competitors\u2019 pages get the most organic and paid traffic, which keywords each page ranks for, and how performance trends over time. You can add relevant terms to a keyword list to track your traffic share against competitors on an ongoing basis.<\/p>\nWhat is competitive analysis?<\/h2>\n
\n
Why is competitive analysis important in market research?<\/h2>\n
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The key benefits of competitive analysis<\/h2>\n
1. Spot where competitors are winning<\/h3>\n
2. Understand your target audience better<\/h3>\n
3. Set benchmarks for long-term growth<\/h3>\n
4. Make smart marketing decisions with reliable data<\/h3>\n
5. Build smarter (or validate your) business strategies<\/h3>\n
How to conduct a competitive analysis in eight easy steps<\/h2>\n
1. Analyze and research your market<\/h3>\n
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2. Identify and map your main competitors<\/h3>\n
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![\"Direct](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Direct-and-Indirect-Competitors.png\")
<\/p>\nDirect competitors<\/h4>\n
Indirect competitors<\/h4>\n
Replacement competitors<\/h4>\n
Potential competitors<\/h4>\n
3. Create a competitive matrix<\/h3>\n
![\"Factors](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Factors-for-building-a-competitive-matrix.png\")
<\/p>\nChoose comparison criteria<\/h4>\n
List competitors and your business<\/h4>\n
Rate or note each criterion<\/h4>\n
Identify competitor strengths and weaknesses<\/h4>\n
Analyze untapped opportunities<\/h4>\n
![\"competitive](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-competitive-matrix-template.png\")
<\/p>\n4. Research your competitors’ performance and company profile<\/h3>\n
Start by Googling your keywords<\/h4>\n
![\"Google](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Google-feature-showing-competitors.png\")
<\/p>\nTalk to your sales team<\/h4>\n
Get feedback from your customers<\/h4>\n
![\"Similarweb's](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Similarwebs-G2-reviews.png\")
<\/p>\nUse a competitor analysis tool<\/h4>\n
![\"Traffic](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Traffic-over-time-to-Klook.com_.png\")
<\/p>\n![\"Similar](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Similar-sites-to-Klook.com_.png\")
<\/p>\nUse AI to accelerate your research workflow<\/h4>\n
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Find your organic marketing competitors<\/h4>\n
![\"Klook's](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Klooks-Organic-Search-Competitors.png\")
<\/p>\n![\"Klook's](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Klooks-organic-search-competitors-list.png\")
<\/p>\nFind your paid competitors<\/h4>\n
![\"Find](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Find-your-paid-competitors.png\")
<\/p>\n5. Perform a SWOT analysis to identify strengths and weaknesses<\/h3>\n
![\"SWOT](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-SWOT-analysis.png\")
<\/p>\n![\"SWOT](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-SWOT-example-for-Klook.png\")
<\/p>\n![\"SWOT](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-SWOT-analysis-template.png\")
<\/p>\n6. Understand your competitors’ target audience<\/h3>\n
![\"Audience](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Audience-geography-comparison.png\")
<\/p>\n![\"Gender](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Gender-and-Age-Distribution.png\")
<\/p>\n![\"Audience](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Audience-overlap.png\")
<\/p>\nLook for customer reviews<\/h4>\n
\n
![\"Audience](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Audience-analysis-template.png\")
<\/p>\n7. Research your competitors’ 4 Ps<\/h3>\n
![\"The](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-The-4-Ps-of-marketing.png\")
<\/p>\n\n
![\"4P](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-4P-example-for-Klook.png\")
<\/p>\n8. Deep-dive into your competitors’ marketing strategies<\/h3>\n
Create a market overview<\/h4>\n
\n
![\"Top](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Top-players-for-custom-industry.png\")
<\/p>\n![\"Competitive](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Competitive-Matrix-Audience-Growth.png\")
<\/p>\nWebsite competitive analysis<\/h4>\n
\n
![\"Engagement](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Engagement-metrics-Comparing-Klook-to-main-competitors.png\")
<\/p>\n![\"Visits](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Visits-over-time-Klook-vs-Competition.png\")
<\/p>\n![\"Marketing](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Marketing-channels-for-Klook-vs-competitors.png\")
<\/p>\nAnalyze your competitors\u2019 mobile app performance<\/h4>\n
\nStarting with downloads, both Klook and GetYourGuide operate at a similar scale, with 4.6M and 5.3M total downloads<\/strong> over the past year.<\/p>\n![\"App](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-App-Downloads-Klook-vs-Competitors.png\")
<\/p>\n![\"Monthly](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Monthly-active-users-for-Klook-and-competitors.png\")
<\/p>\n![\"Review](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Review-and-Sentiment-analysis-for-the-Klook-app.png\")
<\/p>\nSet up a competitive tracker<\/h4>\n
![\"Competitor](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Competitor-news-alerts.png\")
<\/p>\n![\"Klook's](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Klooks-Competitor-Ads.png\")
<\/p>\n![\"Alerts](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Alerts-for-new-webite-content-at-competitors.png\")
<\/p>\nAnalyze your competitors’ keyword and content strategy<\/h4>\n
![\"Non](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2026\/04\/attachment-Non-Branded-Keyword-Comparison.png\")
<\/p>\n