How To Unmask Your Google Competition


**Google Cache Age, PR Analysis, Google Trends, and Whois Information have all been removed or replaced since this video was posted - so the version you have installed may differ from the one in the video.

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Video Transcript

One of the most common mistakes people make when they start an Internet business is to  immediately begin working on a product or website without exploring the market first.

Unfortunately many people waste a great deal of time, effort and money because they don’t take the time to understand the demographics or buying behavior of the their target market.

In this video I’d like to show you some of the additional features available in Market Samurai that can help you to understand your market and your competition.

Specifically we’ll be looking at:

- How to use Google Trends to examine online search trends

- How to become an online detective and investigate who your competitors really are

- How to gain a powerful insight into the demographics of the market you’re targeting.

Create a New Project

For this example, I’m going to explore the dog training market. To begin, I’ll create a new project...

... I’ll add the keyword ‘dog training’...

Access SEO Competition Module

...and then come across and access the SEO Competition module.


Generate Results

Now to obtain a list of the top 10 sites in Google for this keyword, all I have to do is click the Generate Results button.

Access Site Analysis Tools

So here are the top 10 competitors for the phrase ‘dog training’.

Now lets take a closer look at the number one ranked website.

To begin my research I’m going to click on this small arrow to reveal an additional level of research tools.


Access Google Trends

The first tool we’re going to explore in this video is Google Trends. To access the Google Trends website all I have to do is click this link.


Google Trends

Market Samurai then opens a new window containing the Google Trends page associated with the website that I am investigating.

(1) Here I can see that this site has been gradually gaining more daily visitors over the last twelve months.

(2) I can also see that it is particularly popular in the United States, United Kingdom, Canada and Australia.

Region Detail

I can also dig a little deeper by clicking on one of these region links...

...and here I can see that this site is particularly popular in California.

This might give you a clue to also investigate related search phrases that contain the words 'California' or 'Los Angeles' in order to find some highly targeted traffic.

Comparing Websites

Google Trends is also useful for comparing websites. For example let’s compare the trends associated with the sites and

This clearly shows that the use of Facebook is on a steady upward trend while the use of MySpace is on a slight downward trend.

OK, let me just close this window and we’ll get back to Market Samurai.

Access the WhoIs Registry

The next external service we can use to investigate a site is the WhoIs registry

The WhoIs Registry

This site contains the registration details associated with different domains.

So here are the registration details associated with the number one ranked website for the keyword term ‘dog training’.

In this case I can see the name of the site owner, his address, phone number and email address.

This is often a great way to obtain the contact details of people but of course you should never spam people or use this information inappropriately.

From this information I can also see that the owner of this site has used a product called Site Build It to create this website. Site Build It is a product developed by Ken Evoy which provides a step-by-step system for developing websites that are well optimized for the search engines.

So as you can see the WhoIs registry can offer some interesting information about your online competitors and their business models.

Access Quantcast

The next external service we’re going to take a look at is Quantcast.


Quantcast gives us a number of useful estimates.

First of all it reveals that the dog obedience training review website is receiving approximately 85 thousand visitors per month. Now this is not necessarily an accurate measure but it does give us some idea of the magnitude of traffic associated with the site.

Site Demographics

Another useful feature of Quantcast is that it provides an easy way to explore the demographics associated with a particular market.


Just to clarify, the demographics of a website relates to the characteristics of the people who use the site.

If I click on the demographics option, Quantcast suggests that the users of this website are slightly more female than male.


These percentages show the distribution of ages of the site users. This suggests that the most common users are aged between 18 and 34.

Index Graphs

The index graphs indicate how this site compares to the Internet Average. So this graph suggests that this site is more popular with teenagers than the average Internet website.


The next graph suggests that most of the users of this site are Caucasian but also that the site is also more popular than average amongst Hispanic users.


I can also see that the average user has children...

Income in a middle income bracket...


...and possibly did not attend college.

Once again, these statistics are not exact but they can be quite helpful.

For example, knowing that the majority of visitors to this site are middle aged females, the owner may decide to develop more articles to particularly target this core demographic.

Access Alexa

Coming back to Market Samurai, the final external service you can use to investigate your competition is Alexa.

Alexa Traffic Rank

While Alexa provides a wide range of information, it’s probably best known for its Alexa traffic rank list. This is a list that ranks websites based on the amount of traffic they receive.

So here I can see that based on Alexa traffic levels, the website is ranked 68,470 in the world.

It’s important to note that the Alexa data is based on people using the Alexa Toolbar and is therefore not representative of all Internet users but it does give us a useful way to compare traffic levels of different websites.

Contact Information

The Contact Info tab provides me with contact details for this website and these are the same as those that were listed in the Whois directory.


Another useful feature is that I can use the Keyword tab to find out the top keywords that are driving traffic to this website, and as I’d expect the number one keyword phrase is ‘dog training’. This list also gives me some great additional keywords to explore using Market Samurai.



I can also click the Clickstream tab to see the upstream and downstream sites associated with the site I’m investigating. The upstream site is the site visitors came from and the downstream site is the site they move onto after leaving this site.

(1) This shows me that the vast majority of the traffic for this site is coming directly from google.

Alexa Demographics

And finally I can gain a second insight into the demographics of the website’s user-base using the Demographics tab.

While these demographic indicators are not exactly the same as those from Quantcast, they do reinforce the suggestion that the main users of this site are middle aged females.


So as you can see, these external services provide you with a number of powerful ways to explore online trends, investigate your competition and obtain a clearer picture of the core demographic associated with different markets.

Using this information allows you to create content and marketing materials that specifically cater for the needs of your target market.


37 Responses to "How To Unmask Your Google Competition"

  1. JP Says:
    January 23rd, 2010 at 5:07 am

    You guys are really on the ball. Thanks for all the videos. Your software is amazing and I use it all the time.

  2. taha Says:
    January 23rd, 2010 at 5:11 am

    You guys Rocks,

  3. John E. Says:
    January 23rd, 2010 at 5:28 am

    Having watched this particular training, I can't say enough how much I appreciate the Market Samurai methodology. I feel like I've joined a core group of people who have a job, something a little rarer in the world these days. This video gives me specific direction on how to more particularly develop my website. Using demographic information points me in a more correct direction than developing blindly or on preconceived notions.

  4. Scott Says:
    January 23rd, 2010 at 6:26 am

    These training videos just get better and better! Thank you for uncovering, and explaining, some of the powerful tools that lie deep within Market Samurai.

  5. Andee Sellman, One Sherpa Says:
    January 23rd, 2010 at 6:40 am

    Another very insightful video Anthony.
    I do believe that many internet users have no idea of the information available about competition on the web. The converse of this is that as website owners we have to be aware that people can find out about our site and therefore keep developing valuable content to keep ahead of those trying to catch us.

  6. Paul H Says:
    January 23rd, 2010 at 9:15 am

    Nice work in this article
    Useful and informative
    I was able to mirror the methodology quickly and easily and apply it to the area of interest that I wanted

  7. Coronado Cookie Says:
    January 23rd, 2010 at 11:14 am

    As always, an extremely educational lesson about how to work with the many useful attributes of MS. MS is a never ending source of pertinent information. Thanks!

  8. DigitalWavez Says:
    January 23rd, 2010 at 1:53 pm

    Leave no stone unturned! Another awesome demonstration of Market Samurai - just gets better and better. Keep up the great work..

  9. Mike Says:
    January 23rd, 2010 at 2:53 pm

    Great Video! I didn't know Alexa can show you who is sending traffic to website! This is huge, you can analyze any of your big competitors main sources of traffic.
    By the way is it a way to block from Alexa? I don't want to share mine :)

  10. Sonitos Says:
    January 23rd, 2010 at 2:56 pm

    Hi Anthony,

    Google's Filipino translation is awkward, and widely departs from the original sense in English.

  11. Chris Smith Says:
    January 23rd, 2010 at 6:46 pm

    Thanks for the great article.

    I'm the owner of

    I can verify that most of the stats used in this study are very accurate and do reflect a true picture of the site.

    I'm off to write some articles aimed at my female audience.....

    One other thing, I am a Noble Samurai user and no doubt it has helped my site get to where it is today.


  12. Ellery Says:
    January 23rd, 2010 at 6:47 pm

    Thank you for your video. I can now use MS more effective.

  13. David Says:
    January 24th, 2010 at 4:09 am

    but what does the alexa rank mean? high number is good or bad? compared to what?

  14. Jerry Waxman Says:
    January 24th, 2010 at 4:48 am

    Wow! More than the other videos up until now, this video begins to demonstrate the power of Market Samurai. No need for any other "spying" software. I've had Market Samurai for more than a year, and I'm finally learning how to use it. Thank you.
    Also thanks for giving credit to Ken Evoy. He's rarely mentioned among the Internet Marketing celebrities, yet he has helped thousands create businesses online.

  15. Robert Torres Says:
    January 25th, 2010 at 5:32 am

    Anthony, thanks again for excellent video tutorials. As usual Anthony provides great value, in depth tutorials, easy to understand video tutorials and he is a wonderful teacher for the use of Market Samurai. I have had this software for a couple of years and the support team, updates and new tutorials just keep getting better. Market Samurai is by far the best keyword research tool out there hands down. The Samurai team honors their customers with great value and further education without digging deep into your pockets.

    Market Samurai over delivers! thanks

  16. Ben Says:
    January 25th, 2010 at 12:15 pm

    Thanks! These are really helpful!

  17. David McCarthy Says:
    January 25th, 2010 at 3:33 pm

    Before I retired I used to train trainers and for many years have complained of the low standard of training available online.

    Anthony is the exception; the one online trainer I have never been able to fault. on a scale of 1 - 10 he is the first clear 10 I've ever had the pleasure of studying under.

    Thank you Samurai - You've struck another winner with Anthony and his teaching is a credit to your management.

  18. Kim Says:
    February 27th, 2010 at 2:55 am

    Great video , best software , excellent teacher ! I love you all !
    Thanks for all the great work and well support from The Samurai Team !
    All The Best !

  19. Martyn Hodgson Says:
    March 5th, 2010 at 1:59 am

    I use MS for competitor & keyword research on my clients (as well as my own affiliate marketing)
    The first step with my clients is identify the main competition then fish out their keywords. Previously this was a painful job using Google AdWords.
    Now with this tool, linking to Alexa, the job has become soooo much easier.

    I wrote a tutorial around Quantcast and have a caveat. I don't rely solely on the Quantcast results (they can be flaky for smaller co's). I also feed a second or even third similar company through to cross check.

  20. deleuje Says:
    March 13th, 2010 at 8:49 am

    I have a question about the "domain age".
    I ran the tool for one of my domains which is 2 years old but MS shows Domain Age as "6".

    When I hovered I found out that domain age is calculated by the "first registration date" of that domain. This is something very new to me; I thought it was the registration date that counted and that was why I kept acquiring aged domains all this time.

    Was I wrong?

  21. jpondry Says:
    March 14th, 2010 at 6:49 am

    I tried to compare websites on google trend results was no data. Does this means the sites I am comparing has not enough data to show up?

  22. Andrew N Says:
    August 6th, 2010 at 9:22 am

    Wow! Chris who owns the top dog training website actually wrote comment #11!

    Great to see his feedback on how MS works for him! Plus, tons of free press for him through MS...

  23. Warts On Hands Says:
    October 3rd, 2010 at 6:28 am

    I just purchased the full version today and have been watching the videos. I was currently using MNF but had heard so many great things about MS so I decided to give it a go ahead. There is so much to learn; however the videos seem to be very informative. Great videos and looking forward to getting a grasp on this beast.

  24. Tjäna pengar Says:
    December 31st, 2010 at 6:57 am

    This gets better all the time!
    Thanx guys!

    Tjäna pengar

  25. Colin Lennard Says:
    April 10th, 2011 at 4:25 am

    I can't fault your training 9 out of 10
    I know that you are a busy man however if you could keep up to date i.e. keeping your training in line with your updates. What will happen is that the update will leave the video behind and those following will think that they are following the wrong modual.

  26. Alfred Tanya Says:
    July 14th, 2011 at 1:00 am

    how can i use those information to raise my SERP in search engine?

  27. Giovanni Dattoma Says:
    March 12th, 2012 at 10:46 am

    Brilliant training, thank you, you rock.

  28. Ellen Says:
    May 10th, 2012 at 6:45 am

    I LOVE YOUR VIDEOS. Your stuff is top notch. Thank you for including EVERY component that you have in Market Samurai.

  29. Claudio Says:
    November 5th, 2012 at 2:57 am

    When try to use the Google Trends, as explained. Doesn´t show a page with the related web site analized as explain in the video.
    Any help?

  30. Dr. Anthony Says:
    November 6th, 2012 at 7:29 pm


    If there isn't enough data, Google will not show any trends information. If you are having another problem, could you please submit a support ticket:

  31. Magdolna Kovacs Says:
    February 10th, 2013 at 8:39 pm

    Now that Google Trends retired, anything else to use?

  32. Dr. Anthony Says:
    February 11th, 2013 at 7:18 am

    @Magdolna - We haven't identified any replacement data as of yet - but we are always on the lookout for some!

  33. Ray Says:
    February 19th, 2013 at 2:15 pm

    It seems that Alexa no longer provide the keyword tab to see what keywords your competition is using. Any suggestions on how to research this from within MS? Thank you.

  34. Dr. Anthony Says:
    February 20th, 2013 at 10:19 am

    @Ray - I'm not sure but I think the feature you're looking for can be found under Alexa's "Search Analytics" tab - contact the support team if you have any further questions!

  35. Fiona Scrymgeour Says:
    May 18th, 2013 at 1:47 pm

    Why does this feature not work??? What is the alternative offered by Markt Samurai?

  36. Igor Says:
    May 21st, 2013 at 10:21 pm

    The link to Google trends inside Samurai doesnt work.

  37. Dr. Anthony Says:
    May 22nd, 2013 at 8:19 am

    @Fiona - Are you referring to Trends data? One of our support staff will be happy to answer any questions you have, could you please submit a support ticket:

    @Igor - If there isn't enough trends data, Google won't show any trends data on the clickthrough. If you need further clarification, or have any other questions, could you please submit a support ticket:

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