Competitor Discovery helps you find who your main competitors are in organic rankings of tracked keywords.

While most organizations are aware their competitors in the general marketplace, competitors in organic search are often drastically different. In addition, most sites will have different organic search competitors for each set of targeted keywords.

Competitor Discovery takes all the guesswork out of competitor research for you by automatically finding the top 50 ranking domains for each tag and search engine combination.

How competitors are determined

Dragon Metrics looks at the domain of every URL that appears on the search engine result pages (SERPs) for all the keywords in every campaign, and calculates an Organic Visibility Score for each one of these sites. The top 50 sites with the highest Organic Visibility Score for each tag and search engine combination are included on the Competitor Discovery report.

Organic Visibility Score is a metric used many places throughout the Dragon Metrics platform. It's roughly analogous to the average expected click-through rate of all keywords in the set. Learn more about how this metric is calculated.


A chart at the top of the page displays Organic Visibility Score for the top 15 domains.

To change which sites are included in the chart, check the box next to a domain in the table.

Report Options

Date range

By default, data from the most recent update is shown. To view a specific date in the past or a trended history, choose Custom Range and choose your dates.

When a range is selected, a trended history will be shown.

By default, a comparison of Organic Visibility will be shown in the table.

To see the distribution of ranking positions, click the Detailed button to the upper right of the table.

Search engine and tags

Each combination of search engine and tags will likely show a very different set of competing sites.

For example, for a site in the travel industry, competitors for rental car keywords will be very different than those for hotels. Changing the Tags dropdown will uncover the top 50 competitors for each type of keyword.

Rental car tag:

Hotels tag:

The same may be true with search engine. Different countries, locations, devices, or search engines may reveal a different set of top-ranking competitors.

Group by

By default, sites will be aggregated by root domain, but you can choose to group sites but subdomain if you prefer.


The top 50 domains are shown the table below.


The sites shown on Competitor Discovery are automatically included — since these are the top ranking sites, there's no setup necessary.

To get even more detail on competitor sites, you'll need to add them to a campaign. Once a competitor has been added to a campaign, it will appear on other reports such as Tracked Competitors.

The easiest way to add a competitor to a campaign is to click the grey "-" icon in the Tracked column of the table.

The icon will change to a green check.

The competitor is now tracking in the campaign.

Organic Visibility

Organic Visibility Score is a metric used many places throughout the Dragon Metrics platform. It's roughly analogous to the average expected click-through rate of all keywords in the set. This score determines which domains are competitors for a keyword set.

Learn more about Organic Visibility

Keyword positions

The remainder of the columns in the table are the number of keywords this domain was found ranking in each position.

Export to Excel

Data can be exported to Excel by clicking the button in the upper right of the table.

View options

Not all table columns are displayed by default. Click the View options button in the upper right of the table to show or hide additional columns.

Add a Module to a Custom Report

Related modules of the report page can be added directly to a custom report. Click the Add to Report Builder button on the top right.

Select to add a specific module to a specific report, or create a new one.

Then, click Add module and customize to proceed.

Learn more about Adding modules from report pages

Getting the data in Google Data Studio Connector

You may access the data of this report on Google Data Studio. Click Get the Google Data Studio connector button on the right.

The popover shows a list of Google Data Studio Connectors and links to each of them. Click Link to connector will direct you to Google Data Studio. Learn more about how to get started with Google Studio connectors.

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