SEO competitive analysis


An SEO competitive analysis is a process of evaluating and analyzing the online presence and strategies of your competitors in order to gain insights and improve your own search engine optimization (SEO) efforts. It involves assessing various aspects such as competitor websites, keywords, content, and backlink profiles. By performing an SEO competitive analysis, you can identify your competitors’ strengths and weaknesses, uncover opportunities for improvement, and develop an action plan to enhance your SEO strategy. SEO competitive analysis is of utmost importance as it provides valuable information about industry trends, customer behaviour, and competitor strategies. It helps you understand what your competitors are doing well and allows you to adapt and stay ahead in the highly competitive online landscape.

What is SEO Competitive Analysis?

SEO Competitive Analysis is the process of assessing your competitors’ SEO strategies in order to gain insights and enhance the performance of your own website. It entails examining their keywords, backlinks, content, and overall website optimization to identify areas that can be improved. By understanding what SEO Competitive Analysis is, you can stay ahead of the competition and enhance your search engine rankings.

Why is SEO Competitive Analysis Important?

SEO competitive analysis is important because it allows you to understand your competition’s strategies, uncover untapped opportunities, and improve your own website’s performance. It helps you identify the keywords your competitors are targeting, analyze their backlink profiles, and learn from their successes and failures. This analysis informs your SEO strategy, leading to better rankings and increased visibility.

What Are the Steps to Perform an SEO Competitive Analysis?

Step 1: Define Your Competitors

The first crucial step in SEO competitive analysis is to define your competitors.

Here’s how:

  • Identify direct competitors in your industry.
  • Research the top-ranking websites in search results for your target keywords.
  • Analyze websites that offer similar products or services.
  • Consider businesses that have a similar target audience or market niche.
Step 2: Analyze Competitor Websites
  • Analyse the design and user experience of competitor websites.
  • Examine the website structure and navigation to understand how they organise their content.
  • Check the loading speed of their pages, as faster websites tend to have better user engagement.
  • Study their use of headers, meta tags, and alt tags for optimisation.
  • Assess the quality and relevance of their content to understand how they engage their audience.
Step 3: Identify Competitor Keywords
  • To perform an SEO competitive analysis, you need to identify your main competitors in the industry.
  • Please go to their websites and assess the keywords they are prioritizing.
  • Utilise tools such as Google Keyword Planner, SEMrush, Ahrefs, or Moz to gather data on competitor keywords.
  • Create a list of the keywords your competitors are ranking for.
  • Examine the search volume and level of competition for these keywords.
Step 4: Analyze Competitor Content
  • Analyze competitor websites to assess the quality and relevance of their content.
  • Evaluate competitor blog posts, articles, and landing pages to see how they use keywords and optimize their content.
  • Examine competitor content strategy, including how often they update their content and the types of content they produce.
  • Compare competitor content to identify any gaps or opportunities for improvement.
  • Utilize tools like SEMrush or Moz to gather data on how well competitor content is performing.

What Tools Can You Use for SEO Competitive Analysis?

Having the right tools is essential when it comes to conducting an SEO competitive analysis. In this section, we will explore powerful resources that can help you gain a competitive edge in the digital landscape. From Google Keyword Planner to SEMrush, Ahrefs, and Moz, you will discover the tools that can provide valuable insights into your competitors’ strategies. We will also delve into how these tools can help you identify strengths and weaknesses, uncover opportunities for improvement, and ultimately develop a solid action plan.

Tool 1: Google Keyword Planner
  • Access the Google Keyword Planner tool.
  • Enter relevant keywords or phrases related to your website or industry.
  • Review the search volume and competition data provided by the tool.
  • Identify high-volume keywords with low competition that can drive traffic to your website.
  • Utilize the keyword suggestions and ideas provided by the tool to expand your keyword list.
Tool 2: SEMrush
  • SEMrush is a powerful tool for conducting SEO competitive analysis.
  • It offers insights into competitor keywords, rankings and backlinks.
  • In addition, SEMrush provides features such as site auditing and position tracking.
  • By using SEMrush, you can discover competitor strategies and identify opportunities for improvement.
Tool 3: Ahrefs
  • Ahrefs is a powerful tool for performing SEO competitive analysis.
  • It offers extensive data on competitors’ backlinks, organic keywords, and ranking positions.
  • Using Ahrefs, you can analyze competitor content strategies and identify areas for improvement.
  • It enables you to track the performance of your own website and compare it to your competitors.
  • Ahrefs also provides features such as keyword research, site audits, and rank tracking.
Tool 4: Moz
  • Moz is a powerful tool for conducting SEO competitive analysis.
  • It provides insights into competitor rankings, backlinks, and on-page optimization.
  • Moz’s keyword research tool helps identify competitor keywords and search volumes.
  • With Moz, you can track your website’s performance against competitors and monitor your SEO progress.
  • Utilise Moz’s Site Crawl feature to identify technical SEO issues and improve site health.

Identify Competitor Strengths and Weaknesses

When analyzing competitor strengths and weaknesses, it is important to consider various factors such as website design, user experience, and content quality.

Additionally, assessing their SEO strategies, including keyword targeting, backlink profile, and overall organic search visibility, can provide valuable insights.

Comparing their social media presence, engagement, and online reputation can help identify areas of opportunity or improvement.


Evaluating their brand positioning and unique selling points is crucial in understanding how they differentiate themselves in the market.

Tools like SEMrush, Ahrefs, and Moz can be used for in-depth analysis and data gathering.

Find Opportunities for Improvement

  • Identify areas where competitors are performing better than you.
  • Research and analyze their content strategies.
  • Look for gaps or weaknesses in your own content.
  • Explore new keywords and topics that have not yet been covered by competitors.
  • Experiment with different marketing channels and tactics to gain a competitive advantage.

Some Facts About How To Do an SEO Competitive Analysis:

  • An SEO competitor analysis helps businesses gain insights into their direct search competitors’ tactics.
  • By analyzing competitors’ target keywords, businesses can improve their own SEO strategies. 
  • Understanding competitors’ content strategy can help businesses create more targeted and valuable content. 
  • Backlink profile analysis can provide businesses with valuable insights for building high-quality links for Example.
  • Regularly conducting an SEO competitor analysis is crucial for staying ahead of the competition and improving SEO performance. 

Frequently Asked Questions

SEO platform like Siteimprove SEO, which can automate the process and provide insights on your most relevant competitors based on the keywords you are monitoring and your best-performing pages.

Conducting an SEO competitor analysis is crucial because your SEO performance is always relative to your competition and is not static.

By studying their strategies regarding keyword rankings, backlink profiles, content strategies and more, you can uncover opportunities to outperform your competitors.

There are various tools available to perform an SEO competitor analysis. Some popular ones include Ahrefs Site Explorer, SEMrush and Siteimprove SEO.

It is important to regularly conduct an SEO competitor analysis because the digital landscape is constantly changing. Your rankings can be impacted by search engine algorithm updates, new competitors entering the market, and the efforts of your competitors' digital marketers.

During an SEO competitor analysis, it is important to consider factors such as keyword rankings, backlink profiles, content strategies and conversion tactics.