The Ultimate Guide to SEO Competitor Analysis

What Is SEO Competitor Analysis?

The Ultimate Guide to SEO Competitor Analysis

In today’s digital age, understanding your competitors is more crucial than ever. SEO competitor analysis offers a window into the strategies of others in your industry, allowing you to refine your own approach. Let’s dive in. SEO competitor analysis is the process of evaluating the search engine optimisation strategies of your competitors to identify both their strengths and weaknesses. By understanding the digital landscape, you can craft a more effective SEO strategy for your own business.

Benefits of SEO Competitor Analysis

Understanding your competitors’ SEO strategies can offer a wealth of insights. Here are the key benefits of conducting a thorough SEO competitor analysis:

Spotting Gaps in Your Strategy

Benchmarking: By comparing your website’s performance metrics with those of your competitors, you can set benchmarks for your own site. This helps in understanding where you stand in the industry.

Missed Opportunities: There might be certain keywords or backlink opportunities that you’ve overlooked but your competitors are capitalising on. Recognising these can help you tap into new potential traffic sources.

Discovering New Keyword Opportunities

Broaden Keyword Portfolio: Competitor analysis can reveal a broader set of keywords that are driving traffic to similar businesses. This can diversify and strengthen your keyword strategy.

Long-Tail Keywords: These are often overlooked but can be a goldmine. By analysing competitor content, you might discover long-tail keywords that have a good search volume and lower competition.

Content Ideas: The keywords your competitors are targeting can inspire new content ideas, helping you cater to audience queries more effectively.
Understanding Backlink Profiles:

Quality Over Quantity: It’s not just about how many backlinks your competitors have, but where they’re coming from. High-quality backlinks can significantly boost domain authority.

Link Building Strategies: By observing which content pieces or campaigns have garnered the most backlinks for your competitors, you can gain insights into effective link-building strategies.

Potential Partnerships: Identifying sites that link to multiple competitors but not to you can reveal potential partnership or guest posting opportunities.

Gaining Insights into Content Strategies

Content Formats: Are your competitors using videos, podcasts, infographics, or long-form articles? Understanding the types of content they produce can guide your own content strategy.

Engagement Metrics: Observing which of your competitors’ content pieces have the highest engagement (likes, shares, comments) can offer insights into what your target audience finds most valuable.

Content Gaps: There might be topics or areas that your competitors haven’t covered, presenting an opportunity for you to establish authority in that niche.

Technical SEO Insights

Site Performance: If competitors’ sites load faster or are more mobile-friendly, they might be offering a better user experience, which is a ranking factor for Google.

Technical Flaws: Conversely, if competitors have technical issues like broken links, duplicate content, or poor mobile optimisation, it’s an area where you can gain an advantage by ensuring your site doesn’t have the same flaws.

Advanced Features: Are your competitors using schema markup, AMP, or other advanced SEO features? If they are, it might be time for you to consider implementing them too.

By understanding these benefits, businesses can appreciate the importance of competitor analysis not just as a one-off task, but as a recurring activity that keeps them updated in the ever-evolving digital landscape.

Steps to Conduct an SEO Competitor Analysis

a. Identify Your Competitors

Direct vs. Indirect Competitors: While direct competitors are businesses that offer similar products or services, indirect competitors might be those that target the same keywords but offer different solutions. Both are important to identify.

Use SEO Tools: Platforms like SEMrush, Ahrefs, or Ubersuggest can provide a list of competitors based on shared keywords.

Manual Search: Input your primary keywords into search engines and note the businesses that consistently rank high. This can give you an organic view of who your top competitors are.

b. Analyse Competitor Keywords

Keyword Overlap: Identify which keywords both you and your competitors rank for. This can help you understand where you’re directly competing.

Keyword Gaps: These are keywords your competitors rank for, but you don’t. Targeting these can open up new traffic avenues.

Keyword Relevance: Ensure that the keywords you’re considering are relevant to your business and audience.

Search Intent: Understand the intent behind keywords. Are users looking for information, a product, or a service?

c. Examine Backlink Profiles

Backlink Quality: Not all backlinks are created equal. Identify the authoritative and relevant sites linking to your competitors.

Backlink Quantity: While quality is paramount, the number of backlinks can also offer insights into a competitor’s link-building efforts.

Anchor Text Analysis: Understanding which anchor texts are used can provide insights into the keywords your competitors are targeting.

Lost Backlinks: Check which backlinks competitors have lost recently. This could be an opportunity for you to step in.

d. Evaluate On-Page SEO

Meta Data: Review competitors’ meta titles, descriptions, and headers. This can offer insights into their target keywords and content strategy.

Content Quality: Assess the depth, relevance, and uniqueness of their content. Are they offering value, or just targeting keywords?

Internal Linking: Observe how competitors link internally. This can reveal their key content pieces and how they guide users through their site.

e. Assess Content Strategy

Content Types: Identify the variety of content formats they use, from blog posts and infographics to webinars and e-books.

Publication Frequency: How often do they update or add new content? Regular updates can be a sign of an active SEO strategy.

Content Depth: Are they producing in-depth guides, or sticking to shorter posts? This can help you decide on your own content length and depth.

f. Investigate Technical SEO

Site Speed: Use tools like Google’s PageSpeed Insights to compare loading times. A faster site often provides a better user experience.

Mobile Optimisation: With mobile searches dominating, ensure competitors’ sites are mobile-friendly. If they’re not, it’s an area you can excel in.

Site Structure: A well-structured site can improve crawlability for search engines. Examine competitors’ site hierarchies and navigation.

Technical Issues: Tools like Screaming Frog can help identify technical issues on competitor sites, such as broken links or 404 errors.

g. User Experience (UX) and Engagement Metrics

Site Design: A well-designed site can reduce bounce rates and improve user engagement. How does your design compare to competitors?

Navigation: Is it easy for users to find what they’re looking for on competitor sites? If not, it’s an area you can improve upon.

User Engagement: Tools like SimilarWeb can provide insights into metrics like bounce rate, average session duration, and pages per session for competitor sites.

By meticulously following these steps, businesses can gain a holistic view of their competitors’ SEO strategies, allowing them to refine their own approach and seize opportunities in the digital landscape.

Tools for SEO Competitor Analysis

There are numerous tools available, including SEMrush, Ahrefs, Moz, Google Analytics, and Google Search Console, each offering unique insights.

How to Use the Data

Once you’ve gathered all this information, it’s time to act:

  1. Prioritise your SEO efforts based on your findings.
  2. Develop a content calendar that aligns with identified opportunities.
  3. Refine your on-page SEO elements.
  4. Plan targeted link-building strategies.

Common Mistakes to Avoid

  1. Not regularly updating your list of competitors.
  2. Solely focusing on high-volume keywords without considering relevance or intent.
  3. Overlooking local SEO, if relevant to your business.
  4. Gathering data but not implementing changes based on your findings.


SEO competitor analysis is not just a one-time task. It’s an ongoing process that, when done correctly, can provide invaluable insights to shape your digital strategy. Whether you’re new to SEO or a seasoned pro, understanding your competitors is key to online success.

Have you conducted an SEO competitor analysis recently? Contact us today to find out more!


About the author

Black Box SEO Services, your trusted SEO partner with over 15 years of experience. Tailored SEO services for businesses in Reading, Berkshire.