To find out how big a competitor’s Web site is, you can use a simple Google search with the site: operator in front of the domain, as follows:

  1. At, enter in the search box (using the competitor’s domain) and then click Search.

  2. When the results page comes up, scroll to the bottom and click the highest page number that shows up (usually 10).

    Doing this causes the total number of pages to recalculate at the top of the page.

  3. Notice the total number of pages shown at the top of the page (in Results 91 — 100 of about ###).

    The “of about ###” number represents the approximate number of indexed pages in the site. (Google never tells anyone everything they know.)

  4. Now navigate to the very last page of the results by changing the "start=" value in the URL to 999 and press enter.

    The count shown there represents the filtered results. Google doesn’t actually show you as many pages as it claimed to find at first. A very large disparity between the two counts most likely indicates that there are lots of pages with duplicate content in this Web site.

For performance reasons, Google doesn’t display all of the indexed pages, but omits the ones that seem most like duplicates. If you truly want to see all of the indexed listings for a site, you can navigate to the very last results page of your site: query and click the option to Repeat the Search with the Omitted Results Included. (Even then, Google only shows up to a maximum of 1,000 listings.) Pull out your competitor-data spreadsheet again and record the total number of indexed pages (filtered and total) for each site in new columns.