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An Indictment of the Major Competitive Intelligence Services

Rand Fishkin

The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

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Rand Fishkin

An Indictment of the Major Competitive Intelligence Services

The author's views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Over the last week, we've collected visitor traffic data from 25 popular websites in the search and online marketing space, including:

We're thrilled to be able to share this data in a way that illustrates the relative values of real visitor analytics vs. external metrics from competitive intelligence services. In the report, we've compared data from services like:

  • Alexa
  • Compete.com
  • Ranking.com
  • Netcraft.com
  • Technorati

Sadly, the findings aren't particularly encouraging from a marketer's/researcher's point-of-view, but it does provide fantastically accurate insight that I don't believe is available anywhere else.

Check it out:
Website Analytics vs. Competitive Intelligence Metrics

A big thanks to all the participants; it's fantastically generous of all of you to contribute your competitive data so that others might learn. Please go visit their sites to help show your appreciation.

p.s. Frankly, I was shocked about the relative traffic levels of some of the folks on the list. You've got to see it to believe it.

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