How to Do a Competitive SEO Analysis

Keeping up with the Joneses in search engine optimization starts with clicking and scrolling within the seek outcomes. Copying competition doesn’t help you outrank them — at high quality, you’ll keep pace. Instead, pick out what they’re doing correctly and then do it higher.

If the top-ranking pages include how-to content, films, or long-shape articles, your website online needs to have something similar — however better.

How to Do a Search Engine Optimization Competitor Analysis

Determine your vital keyword subject matters and the sites that compete.
Conduct an organic ranking audit.

How to Conduct an SEO Analysis to Climb SERPs for 2021 (+ SEO Evaluation Tools and Checklists)
Analyze the top-rating pages.

Identify the factors that search engines like Google price.
Develop a plan to improve on those factors on your web page.

Choosing key phrases and competitors. If you already have a keyword approach, this step can be clean. Choose the keyword issues that can be most vital in your commercial enterprise and pick out 5 to ten keywords from every subject to rank to pressure natural search traffic and sales.

If you haven’t created a keyword strategy, this is a great time to research your keyword tool of choice. Google Keyword Planner is usually an excellent alternative, and it’s free. There are a few boundaries to the records, except you’ve got energetic Google Ads campaigns running. But it’s nevertheless a valuable device. For extra keyword studies, see “Search Engine Marketing How-to, Part Five: Keyword Research in Action.”

Next, become aware of your competition. A phrase of warning: Your competitors are probably now not apparent or the same as your advertising branch is focused on.

I seek each website online that ranks for the key phrases you need to list for a competitor. Media organizations, massive and small e-commerce sites, and websites with unique business fashions are all capacity competitors. Carefully select the websites to gauge your ranking overall performance. Otherwise, you’ll compete against the wrong sites and won’t enhance your rankings.

You’ll probably want to choose several particular topics of keywords and competition. For instance, the shoe competition for a fashion site can be more individual than the dress competition. In that instance, pick a handful of keywords for footwear and a handful of games to research; use a different set of keywords and competition for clothes.

SEO ranking audit. Next, begin monitoring your ranking information. This step is straightforward if you’ve got an organization’s search engine optimization platform, including BrightEdge or Searchmetrics. Pop your key phrases and competition into a new undertaking, and the device will accumulate your records.

If you do it manually, create a spreadsheet like the one below to house your facts. List the rating function in every mobile.

In the example above, your website online ranks inside Google’s 2nd role for “keyword a.” Your first competitor ranks primary, and your different competitor ranks quantity three. Thus, for “keyword a,” you’re neck and neck along with your competition.

However, for “keyword e,” the handiest, the first competitor ranks at all, and the simplest in role 8. All three websites have room to improve, but the first competitor can offer insights on ranking higher.

To determine the ratings, be careful no longer merely seeking the key phrases on Google. All searches are personalized, and your results might also vary from your ability customers.

Instead, use Ad Preview in Google Ads for an unpersonalized view of the rankings for any keyword. You don’t need an energetic marketing campaign to apply it. However, at minimum, you want a free Google Ads account.

Analyze and plan. Having collected the rating information, you realize at a glance which websites are the pinnacle competition throughout your keywords and issues. For every subject, begin to dissect the pages that outrank yours.

Do they have extra content?
Do they optimize more successfully for the keyword themes?
Is their page more engaging and much less likely to result in a jump?
What makes it engaging?
Is their page indexed, and yours isn’t always?
Is their web page connected to the header or crucial other navigation elements?

What makes their page so unique in Google’s eyes? There’s something. All you need to do is locate it.

You won’t be able to mimic each item that makes your competition’s pages rank better than yours. Where is the low-hanging fruit? What can you deal with quick-to-look development inside the brief period? Do those first.

Don’t shy away from the greater complex initiatives, even though. It’s commonly the large ones that power the most significant advantage.

Collaborate with your creative and development teams to discuss what you’ve discovered and the capability for new traffic. You understand potential site visitors increase via comparing general month-to-month seek quantity for each keyword to the visitors you receive. This fact is placed inside the new Google Search Console in the Performance tab.


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.