SEO competitive analysis helps you understand why your competitors are outperforming you and what you need to do. Here's how to do it.

Marketing is all about convincing prospective customers that your product meets their needs. To find out, you need to know what your competitors are offering.

The only way to do this is through competitor analysis—studying what your competitors are doing.

You have to build the best product and the best content, and part of that is knowing what your competitors are doing.

This guide covers best practices for identifying your competitors, how they do it, and what you can do about it. 

The Ultimate Guide to SEO Competitive Analysis

Combine these suggestions with your go-to tools for competitive research!

1. Identify your SEO competitors

You probably know who the big players are in your industry, but can you name your main SEO competitors?

They don't have to be the same.

In fact, you may have several SEO competitors who want to compete in the SERPs.

For example, a bakery in New York trying to rank for keywords like "best bread in New York" will be competing with other bakeries for the first page results.

But if this bakery tries to create a profitable blog, they will be competing with giants like the Food Network and Taste of Home.

If they want to crack the top 10 of those SERPs, they have no business!

This is true in every industry;

Your top SEO competitors, if not your business competitors, rank for the top search engine keywords.

If you operate in multiple locations, you may have a different list of competitors for each service you provide.

Fortunately, figuring out who your competitors are is as easy as entering your main keywords into Google and typing in the main competitor fields (or accessing a competitor analysis tool to do the heavy lifting).

Even if you use the same tool, it's best to monitor the current SERP landscape (for example, if your keyword is dominated by video, you'll want to create video content for your competition).

Pay special attention to competitors with local packages and zero - you should definitely ask!

2. Rate your keyword difficulty

Before starting a specific link building strategy or SEO analysis, it's a good idea to evaluate your competitors' SEO strength.

Apart from the resources required for certain keywords, you can theoretically beat any competitor in any location and with any keyword.

Use a competitive analysis tool to see your competitors' overall field strength, then look for specific factors;

Public sector

Domain country and age.

Indexing in search engines.



Alexa Rank

Traffic volume.

Social tips.

Record information and identify your weaknesses so you can turn them to your advantage.

The higher the difficulty of the target competitor, the stronger their SEO and the harder it is to rank high.

Look at competitors with similar overall rankings for your keywords.

3. Finding new opportunities

Reverse document frequency analysis (or more precisely TF-IDF analysis) can be a useful way to enrich your existing content with the "right" keywords used by your competitors.

This allows you to properly optimize your pages for search engines or find competitive keywords.

Simply put, TF-IDF is the number of keywords on a page (term frequency) and the number of keywords on a page (inverse document frequency).

By analyzing the TF-IDF, you can find out what similar words and phrases are common to the main page keyword.

If you are not targeting terms related to this topic, you should add them to your existing pages or create new content to increase your relevance in semantic search.

This concept is a bit more complicated than the other strategies we'll discuss, but it can be an important part of creating a content strategy.

For example, using TF-IDF, we found that the top-ranking content for the keyword "coffee recipes" almost always contained specific information about different blends of coffee beans, roasting methods, and filter types.

4. On-page optimization and website content analysis.

Using a competitive analysis tool to analyze your competitors' websites will give you a lot of new information.

You will know how often they are posting content, what content they are posting and what keywords they are targeting.

Pay particular attention;


Basic strategies (noun length, key phrases, nouns, etc.).

Try to uncover their internal linking strategies as well. Use this information as a guide for your on-site SEO efforts.

Find out what they can do, what you can learn from them, and what you can do better.

When analyzing the content, you can see;

Thematic relevance.

What content or media do they create?

Video length or word count.

Depth of detail.

All of these play an important role when Googlebot crawls your website.

5. Visit your competitor's website

One of the most important parts of competitive analysis is knowing where your competitors are and using that information to build high-quality links to your website.

Analyzing your competitors' online profiles is a great way to find new online opportunities.

Again, you need a powerful SEO tool for this step - it's almost impossible to miss.

6. Review site structure and UX

If you don't know that Google is focused on improving the user experience, you don't care.

Almost all of the major algorithmic changes we've seen in the last few years have been UX - better mobile experiences, faster pages and improved search results.

If your site is slower, more responsive, or confusing than your competitors, that's something you need to fix yourself. I advise;

Change the web map for better navigation.

Prioritize page speed optimization, especially for high value landing pages.

Make sure every element of your website is built with search intent in mind.

You can look at your competitors' landing pages to see what they're up to;

Analyze their click depth.

See if they have orphaned pages.

Check out their PageRank spread.

If you analyze competitor websites and see that they are ranking well despite an outdated website or mobile optimization, this is a prime opportunity for you to get things in the SERPs.

7. Know how to manage social media

The exact nature of how social media interacts with SEO is hotly debated, but few experts would disagree that optimization is an essential part of any good SEO strategy.

Of course, a good social listening tool does more than just record every tweet your new cat tweets.

A good social listening device lets you;

Connect with your audience and increase website traffic by following unrelated mentions on social media – especially when people are using or searching for your product.

Research brands, logos, logos, logos, logos, logos, logos, logos, logos on social media platforms. , boo, boo, boo, boo, boo, boo

Controlling customer emotions.

Do some basic research;

Find out what platforms your competitors are using (or not using).

New content is posted frequently.

How they communicate with their followers.

Which content is more interesting?

You can track your competitors' offline mentions, user reviews, and even PR, so you can see what customers like about your product or service and how you can do better.

8. Try to track your competitor's advertising spend

If you do everything you can to optimize your website and crack the SERPs, your competitors will outrank you and use paid traffic campaigns for conversions and sales.

I recommend matching each competitor's spend to the topic, but monitor their Google Ads campaign, promoted content, banner ads, paid posts, etc. They advertise.


Now after doing the competitive analysis, the only thing left to do is survive.

Keep making small changes, keep an eye on your competitors, and monitor your ranking.

Eventually your efforts should pay off and you will begin to improve your situation.