Competitor X-Ray

Beta · Pro+

How to use it

Add competitors in SEO → Competitors. The X-Ray profiles the competitors in that list.
Give the X-Ray something to measure. Add the competitor to the price monitor, run an SEO crawl of their site, and run backlink research. Each one fills more dimensions.
Open Market Intelligence → Competitors and select Run X-Ray on a competitor.
Read the profile. Select View to open the dimensions and the cited narrative.
Refresh when you want to see what's changed. On Agency and Enterprise you can refresh monthly automatically.

⏱ A few minutes per competitor · 💳 Pro+ · 🎯 How they compete, and what changed

The coverage badge

Each competitor row shows a badge such as 8 of 11 dimensions:

Badge colour	Dimensions filled
Green	7 or more
Blue	4 to 6
Amber	3 or fewer

A low number isn't a failure. It usually means the app isn't tracking that competitor in the places the X-Ray reads from yet. Each unfilled dimension says what's missing.

The 11 dimensions

Dimension	Where it comes from	Label	Needs
Positioning & messaging	Web research on their site and press	Reported	A cited source strong enough to describe it
Catalogue & price bands	Your price monitor's crawl of their store	Measured	Competitor in the price monitor, at least 5 priced products
Price vs you	Their products matched to yours	Measured	At least 3 matched products
Promotion cadence	90 days of their price history (cuts of 5% or more)	Measured	At least 5 products with 90 days of history
SEO & content health	Your latest completed SEO crawl of their site	Measured	A completed crawl from SEO → Competitors
Search visibility	Live Google results for your tracked keywords, last 30 days	Measured	A true-SERP rank sync (needs DataForSEO credit)
Organic traffic	DataForSEO domain metrics	Estimated	DataForSEO credit. This is the provider's model, not measured traffic
Backlink profile	Backlink research you've run on this competitor	Measured	Backlink research for this domain
Tech stack & apps	Signatures in their homepage source	Measured	A readable public homepage
Customer sentiment	Web research on public review pages	Reported	A cited source strong enough to describe it
AI answer visibility	Your category's AI answer-engine scan	Measured	At least one AI answer scan for your category

Paid ads activity isn't covered. There's no integration that can measure it honestly, so it's left out rather than guessed.

Tech stack detection is rule-based

"They run Klaviyo" is either in their page source or it isn't, so no AI is involved. The X-Ray fetches their homepage once and looks for known signatures: the ecommerce platform (Shopify, WooCommerce, BigCommerce, Magento, Salesforce Commerce) and common apps for email, reviews, support, subscriptions, payments, analytics, advertising pixels, merchandising and search.

A tool that loads only on other pages, or only after a visitor interacts, won't be detected. The dimension reports what's on the homepage.

The narrative

Below the dimensions, the X-Ray writes five short sections. Each paragraph cites the claims it rests on:

Section	What it answers
How they win	What they do well, drawn from the measured dimensions and research
Where they're exposed	Weak points you could compete on
Positioning & messaging	Who they target, their value proposition, the claims they lead with
Customer sentiment	Recurring praise and complaints in public reviews, with where each was said
Recent moves	Launches, markets, pricing, funding, partnerships or channel changes in the last 12 months

As with every report, a paragraph without verified evidence is removed. If research found nothing strong enough on sentiment, the dimension says so rather than summarising two forum posts.

Changes and alerts

Each X-Ray is a dated snapshot. When you refresh, it's compared with the previous one, and the competitor row shows a badge such as 3 changed.

A change is counted when:

a dimension became available or stopped being available;
their tech stack gained or lost a tool; or
a headline figure moved by 10% or more, for example matched-product price gap, price cuts, pages crawled or top-10 keywords.

Any change raises an in-app alert, for example "Acme (acme.com): 3 changes since the last X-Ray", listing the first few.

Limits

Your plan sets two separate limits:

Limit	Pro	Agency	Enterprise
Competitors you can X-Ray	5	25	100
X-Ray runs per month	10	50	200

The competitor limit counts different competitors you've profiled. Refreshing a competitor you've already X-Rayed never counts against it, but it does use one of the month's runs.

What the X-Ray won't do

Log in, pass a paywall, or read private pages. Public pages only.
Fetch more than their homepage directly. One page per run, with every redirect checked to be a public address. Everything else comes from data the app already tracks, or from web research that cites its sources.
Change anything. An X-Ray reads. Pricing and content decisions stay yours.

Best practices

Set up the price monitor and an SEO crawl before the first X-Ray. Between them they can fill four measured dimensions. Promotion cadence needs 90 days of price history, so start the price monitor early.
X-Ray the competitors you actually lose sales to. Five well-covered profiles beat twenty thin ones.
Treat Organic traffic as a direction, not a number. It's labelled Estimated because it's the provider's model.
Refresh after a known event: a competitor sale, a relaunch, a new market. The change summary tells you what actually moved.
Use the profiles in your SWOT. Current X-Rays feed its opportunities and threats automatically.

How to use it​

The coverage badge​

The 11 dimensions​

Tech stack detection is rule-based​

The narrative​

Changes and alerts​

Limits​

What the X-Ray won't do​

Best practices​

See also​