1. Why Do You Need Competitive Analysis?
In digital marketing strategy, competitive analysis is the starting point for building effective plans. By observing competitors’ traffic sources, popular content, and discussion trends, brands can not only identify growth opportunities but also avoid wasting resources on the wrong channels.
2. Introduction to Three Popular Tools
Here are the three most commonly used competitive analysis tools in Taiwan’s marketing industry:
- Similarweb: Best for analyzing website traffic structures and growth trends
- Keypo: Useful for tracking social buzz, topic trends, and media exposure
- Google Trends: Helps monitor keyword searches and market demand changes
3. Similarweb: Website Traffic & User Behavior Analysis
Similarweb is a globally recognized website analytics platform that helps you quickly understand competitors’ traffic sources, audience demographics, and user behaviors.
🔍 Key Metrics:
- Monthly visits
- Traffic sources (organic search, social, ads, etc.)
- User engagement (average session duration, bounce rate)
- Similar site recommendations (Competitive Set)
💡 Who should use it? Marketing planners, SEO specialists, brand managers — especially useful for cross-border marketing and B2B market research.
4. Keypo: Social Buzz & Topic Trend Tracking
Keypo Big Data Engine is a Taiwan-based social listening platform. It integrates thousands of sources, including PTT, Dcard, news sites, and Facebook, to uncover trending keywords and sentiment insights.
🔍 Key Metrics:
- Trending keywords and frequency
- Media and social exposure volume
- Sentiment analysis (positive/negative ratio)
- Propagation paths and diffusion sources
💡 Who should use it? PR teams, brand managers, and social media marketers — particularly for issue tracking and crisis management.
5. Google Trends: Search Trends & Market Demand Insights
Google Trends is a free tool that tracks search interest over time and across regions, making it a powerful resource for keyword and content strategy.
🔍 Key Metrics:
- Search interest trends (past hour to 5 years)
- Top regions (geographic differences)
- Related topics and queries
- Multi-keyword comparison (who’s trending more)
💡 Who should use it? SEO professionals and content marketers — especially for topic research and keyword strategy planning.
6. Tool Comparison Table
| Tool | Features | Best For | Pricing |
|---|---|---|---|
| Similarweb | Traffic data, website behavior analysis | SEO competitor research, data proposals | Free + paid plans |
| Keypo | Local buzz tracking, sentiment analysis | Crisis management, content planning | Paid |
| Google Trends | Search trends, keyword comparisons | Topic strategy, trend-spotting | Free |
7. Practical Case: How to Integrate All Three Tools?
Imagine you’re running a women’s health supplement brand. Here’s how you might combine the tools:
- Use Google Trends to identify trending keywords (e.g., “menstrual relief tea,” “natural supplements”).
- Use Similarweb to study competitor websites’ popular pages and traffic sources.
- Use Keypo to analyze consumer sentiment and buzz around related brands.
✅ Result: Not only do you know which topics to push, but you also know the best channels (social media? blogs? YouTube?) to reach your audience effectively.
Conclusion: Choose the Right Tool Based on Your Goal
Each tool has its unique advantages and applications:
- Want to analyze website growth and SEO traffic ➝ Use Similarweb
- Want to track public discussion trends and brand sentiment ➝ Use Keypo
- Want to study search trends and content direction ➝ Use Google Trends
Don’t rely on just one tool for everything. Instead, choose flexibly based on your brand’s goals and marketing stage. This way, competitive analysis can provide maximum value, helping you anticipate market changes and seize growth opportunities.
