You can always research any competitor's site instantly in Research, but for the most in-depth and ongoing benchmarking, you'll want to add competitors to a campaign.
There are two options for adding competitors to campaign:
Competitor Settings: Add any competitors by entering sites in a list
Competitor Discovery: See the top 50 sites ranking for each search engine and keyword segment. Click to add any of the sites as a competitor.
You can add any root domain, subdomain, subfolder, or URL as a competitor in Competitor Settings.
Navigate to Competitor Settings which can be found under Campaign Settings in the left navigation.
Click the Add competitors button
Type or paste in competitor sites, keeping in mind the site scope of each. Click Add competitors when done.
The competitors have now been added.
Competitor Discovery is a great way to see who your actual organic competitors are.
While most organizations know who their competitors are in the general marketplace, the competitors for organic traffic on their targeted keywords may be totally different. These competitors may be tough to find manually, but that's where Competitor Discovery comes in. This report shows the top ranking 50 domains for every search engine and tag combination in the campaign.
To add a competitor in Competitor Discovery to a campaign, simply click the grey "-" icon in the Tracked column.
The icon will change to a green check.
The competitor is now tracking in the campaign.