Knowing which pages on a competitor's website are generating the most traffic is one of the most actionable pieces of competitive intelligence a paving and outdoor living company can have. If you can see that your competitor's "travertine pool deck installation Boca Raton" page is generating hundreds of monthly visitors, you know exactly which content to prioritize building on your own site. This information is genuinely accessible — not perfectly, but accurately enough to drive smart strategy decisions. Here's how to get it.
What You Can Realistically Find Out
First, a clear-eyed expectation: you cannot access a competitor's Google Analytics or their internal traffic data. Only they can see their exact visitor numbers. What you can access are estimates derived from keyword ranking data and search volume — and those estimates, while imperfect, are accurate enough to be genuinely useful.
The data you're really after is this: which keywords does each page on a competitor's site rank for, and how much monthly search volume do those keywords have? From that, you can estimate how much traffic each page is likely receiving from organic search. Pages that rank in positions one through three for keywords with meaningful search volume are getting most of their site's organic traffic. Pages that rank on page two or below are getting very little.
The Tools That Make This Possible
Several tools provide competitor page traffic estimates based on keyword ranking data, and they're used by professional digital marketers and SEO researchers across every industry.
Semrush is the most comprehensive tool for this purpose. It maintains a massive database of keyword rankings and can show you, for any domain you enter, a list of the keywords that domain ranks for, the position it ranks in for each keyword, the estimated monthly search volume for each keyword, and which specific page on the site is ranking for that keyword. From this data, you can identify which pages are ranking for the highest-volume keywords — and therefore which pages are likely generating the most organic traffic.
Semrush offers limited free queries per day, with paid plans starting around $130 per month. If you're doing this research seriously and want comprehensive data, a one-month paid subscription for intensive research is worth the investment. You can audit every competitor you care about in that month and cancel if the ongoing subscription isn't justified.
Ahrefs is a comparable alternative with slightly different data and interface. It has a "Top Pages" feature that directly shows which pages on a domain receive the most estimated organic traffic — which is exactly the view you're looking for. It's arguably the cleanest tool for this specific purpose.
Ubersuggest is a more accessible, lower-cost tool by marketing expert Neil Patel. Its data is less comprehensive than Semrush or Ahrefs, but it's free at the basic level and provides enough insight for most small business competitive research purposes. Entering a competitor's domain shows you their top-ranking keywords and estimated traffic — enough to identify which pages are their primary organic traffic drivers.
A Manual Method That Costs Nothing
If you don't want to pay for a tool, there's a slower but effective manual approach using Google's own free data.
Search for the keywords you most want to rank for, and pay attention to which pages on a competitor's site appear in those results. Over time, as you run searches across your full range of service and location keywords, you'll start to see patterns: certain pages appear again and again across many searches, while others never appear at all. The pages that rank across multiple relevant searches are clearly the ones generating the most organic traffic.
The "site:" operator provides a companion technique. Typing "site:competitor.com [keyword]" into Google shows whether that competitor has any content specifically relevant to that keyword, and how prominently it ranks. Running this search systematically across your target keywords gives you a keyword-by-keyword map of their content coverage.
Google Search Console, used for your own site, shows you the search queries your pages are appearing for. While this shows your data rather than a competitor's, reviewing which keywords you're just beginning to rank for — positions 8 through 15 — tells you where a content investment could push you into the top positions, particularly if you can see a competitor holding those spots.
What to Do With This Information
Finding out that a competitor's "paver driveway installation Palm Beach County" page generates an estimated 400 monthly visitors is only useful if you turn that information into action. The application is straightforward: build a better page for that same topic.
"Better" means more specific, more useful, and more comprehensive for the searcher. If their page has 400 words and no FAQ section, write 900 words with a thorough FAQ. If their page has three project photos, use eight. If they address one material type, address three with comparison context. If they have no before-and-after imagery, make that a centerpiece of yours.
Google's goal is to show the most helpful, relevant result for every search. When your page more thoroughly serves the intent of the search than a competitor's page, Google will eventually recognize that and reward your page with better rankings. This is not a theory — it's the mechanism by which content-focused websites consistently outrank older, thinner sites that previously held those positions.
The pages to prioritize building first are the competitor pages that rank well for keywords with meaningful search volume in your service area. These represent proven demand — people are searching for these terms, the competitor is capturing that traffic, and there's no reason you can't capture it instead with superior content.
Building a Systematic Competitive Content Audit
The most efficient approach is to build a simple spreadsheet. Column one: keyword. Column two: which competitor is ranking for it. Column three: which page of theirs is ranking. Column four: estimated monthly search volume. Column five: do you have a page targeting this keyword? Column six: priority level for creating or improving your page.
Run through your top 20 to 30 target keywords for each of your core services and primary service cities. Within a few hours of research using even the free tier of a tool like Ubersuggest, you'll have a clear picture of exactly where your competitors are winning traffic that you're not capturing — and a prioritized list of content to build.
This kind of structured competitive content audit is one of the most specific and actionable forms of website strategy. Instead of guessing what content to create, you're building exactly what you know generates traffic for others in your market. The execution needs to be better than theirs — more depth, more photos, more specificity — but the topic selection is validated by real demand data rather than speculation.
Competitive traffic research turns content strategy from an art into something close to a science. You know where the traffic is. You know which pages are capturing it. You know what your content needs to outperform. Everything else is execution.
If you want help doing a full competitive traffic analysis for your paving or outdoor living market and building a content strategy based on what's actually driving traffic in your area, reach out at hello@mohymenul.com — I build exclusively for companies in this industry.