Last updated on 2024年8月21日

Discover new trends and opportunities in your industry with SEO competitor analysis?

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If you want to grow your online presence and reach more potential customers, you need to know what your competitors are doing and how you can outperform them. SEO competitor analysis is a powerful tool that can help you discover new trends and opportunities in your industry, as well as identify and fix any gaps or weaknesses in your own strategy. In this article, you will learn how to conduct a comprehensive SEO competitor analysis in six simple steps.

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Mansour Damanpak

Product @ sennder
Dan Taylor ?

Enterprise SEO Consulting | Partner & Head of Technical SEO at SALT.agency | 2018 TechSEO Boost Innovation Prize Winner…
Gus Pelogia

Senior SEO Product Manager @ Indeed | BrightonSEO & LondonXL SEO Speaker

1 Define your goals and keywords

Before you start analyzing your competitors, you need to have a clear idea of what you want to achieve and how you will measure your success. Define your SMART goals (specific, measurable, achievable, relevant, and time-bound) and align them with your business objectives. Next, identify the main keywords and phrases that you want to rank for, based on your target audience's needs and intents. You can use tools like Google Keyword Planner, Moz, or SEMrush to find relevant keywords and their search volume, difficulty, and trends.

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Dan Taylor ?

Enterprise SEO Consulting | Partner & Head of Technical SEO at SALT.agency | 2018 TechSEO Boost Innovation Prize Winner | F. Inst. TT
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With any SEO activity, your goals should be aligned with wider business goals and KPIs. Your keywords should also come from other stakeholders in the business, and be positioned around the problems your products/solutions look to solve, and creating positive brand touchpoints at all stages of the funnel - and not just blindly using metrics like MSV, or keyword difficulty.

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Gus Pelogia

Senior SEO Product Manager @ Indeed | BrightonSEO & LondonXL SEO Speaker
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Before you decide what pages you’d like to see ranking for a keyword or topic, do a simple Google search to understand what types of pages are ranking, as they help to define search intent. If 9/10 page one results are blogs, it’s unlike you’d make a product page ranking. It’s helps to shape strategy and expectations.

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Sana Fatima

Driving Innovation and Results in Digital Marketing | Growth Strategist and Building Brand Success | Let’s Connect!
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Stay ahead of the curve in your industry by leveraging SEO competitor analysis: 1. Identify emerging trends: Analyze competitors' strategies to uncover new trends and opportunities in content, keywords, and market positioning. 2. Benchmark performance: Compare your SEO efforts against competitors to identify areas of strength and weakness, guiding strategic decision-making. 3. Innovate and adapt: Use insights from competitor analysis to innovate your own SEO strategies, staying agile and responsive to changes in the competitive landscape.

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Mohammad Siddique

SEO Expert | Content Strategist | SEO Project Manager | Digital Marketing Specialist | Conversion Rate Optimization Expert | Expert in Growing Local Businesses with SEO Solutions
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SEO competitor analysis helps you spot new trends and opportunities in your industry. Start by defining your goals and keywords, then identify your top competitors. Look at their on-page content, off-page links, and technical setup. This will give you insights to refine and improve your own SEO strategy, keeping you competitive and up-to-date with industry changes.

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2 Identify your main competitors

Once you have your keywords, you need to find out who are your main competitors for those terms. You can use the same tools as above to see who ranks in the top 10 results for each keyword, or you can simply do a Google search and take note of the domains that appear frequently. You should also consider your indirect competitors, such as blogs, forums, or media outlets that cover topics related to your industry. You can use tools like SimilarWeb or Alexa to find out more about their traffic, audience, and sources.

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Mansour Damanpak

Product @ sennder
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It's important to collaborate with other teams in your organization to identify competitors. Instead of simply using Google Search, it's recommended to use SEO tools. This is because Google search results can vary based on factors like time, context, and personalization. It's worth noting that Alexa.com has discontinued while ago.

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3 Analyze their on-page SEO

On-page SEO refers to the elements of your web pages that affect their relevance and quality for the search engines and the users. These include the title tags, meta descriptions, headings, content, images, URLs, internal links, and schema markup. You can use tools like Screaming Frog or Sitebulb to crawl your competitors' websites and see how they optimize these elements for their target keywords. You can also use tools like Yoast or Rank Math to check their readability, keyword density, and content structure.

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4 Analyze their off-page SEO

Off-page SEO refers to the factors that influence your website's authority and popularity outside of your own domain. These include the backlinks, social media, reviews, citations, and brand mentions. You can use tools like Ahrefs or Majestic to see how many and what kind of backlinks your competitors have, and how they affect their domain authority and ranking. You can also use tools like BuzzSumo or Mention to see how they engage with their audience on social media and other platforms, and how they generate positive word-of-mouth.

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Dan Taylor ?

Enterprise SEO Consulting | Partner & Head of Technical SEO at SALT.agency | 2018 TechSEO Boost Innovation Prize Winner | F. Inst. TT
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As well as looking at links and referring domains, look at their messaging - look at how they are framing their products/services - look at what they are promoting as USPs... And importantly, look at what others are saying about them. Is your competitive advantage one of their disadvantages? Use this data to build out more robust marketing campaigns (also called Digital PR) and begin to create your own narratives.

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5 Analyze their technical SEO

Technical SEO refers to the aspects of your website that affect its performance, security, and usability for the search engines and the users. These include the site speed, mobile-friendliness, HTTPS, XML sitemap, robots.txt, canonical tags, and structured data. You can use tools like Google PageSpeed Insights, Google Mobile-Friendly Test, Google Search Console, or Lighthouse to see how your competitors' websites perform on these metrics, and how they resolve any issues or errors.

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6 Compare and improve your SEO strategy

After you have gathered and analyzed all the data from your competitors, you need to compare it with your own website and see where you stand. You can use tools like SWOT analysis or gap analysis to identify your strengths, weaknesses, opportunities, and threats, and to find out what you can learn from your competitors and what you can do better. Based on your findings, you can update and improve your SEO strategy to achieve your goals and gain a competitive edge in your industry.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Discover new trends and opportunities in your industry with SEO competitor analysis?

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1 Define your goals and keywords

2 Identify your main competitors

3 Analyze their on-page SEO

4 Analyze their off-page SEO

5 Analyze their technical SEO

6 Compare and improve your SEO strategy

7 Here’s what else to consider

Search Engine Optimization (SEO)

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