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How do you avoid common pitfalls and mistakes when conducting SEO competitor analysis and audits?

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SEO competitor analysis and audits are essential for improving your website's performance and ranking. However, they can also be challenging and time-consuming, especially if you don't avoid some common pitfalls and mistakes. In this article, we'll show you how to conduct SEO competitor analysis and audits more effectively and efficiently, by following these six tips.

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Zhanna P.

SEO & Continuous Improvement.
Phil I.

Freelance Digital Strategist & Consultant
Annie Hinan

Team Lead - Supporting Nonprofits through Digital Marketing

1 Define your SEO goals

Before you start analyzing and auditing your competitors, you need to have a clear idea of what you want to achieve with your SEO strategy. Do you want to increase traffic, conversions, brand awareness, or something else? How do you measure your success and progress? Having specific, measurable, achievable, relevant, and time-bound (SMART) goals will help you focus your efforts and compare your results with your competitors.

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Phil I.

Freelance Digital Strategist & Consultant
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Most clients think that SEO work will increase traffic, and therefore increase conversions - but that's not alway the case. Make sure to discuss with your client what they are looking for from their website, and set clear goals with achievable targets. Ensure you can track and measure these goals, and explain what you will be doing to help achieve these goals. Being transparent is key, and when clients understand the work you are doing and why, it's much easier to set realistic goals. More traffic does not always lead to more conversions. Quality targeted traffic, leads to more conversions.

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2 Identify and prioritize your SEO competitors

Your SEO competitors are not necessarily the same as your business competitors. They are the websites that rank for the same keywords and topics as you, and attract the same or similar audience. To identify your SEO competitors, you can use tools like Google Search Console, SEMrush, or Ahrefs, or simply perform a search for your target keywords and see who shows up. Then, you can prioritize your SEO competitors based on their relevance, authority, and performance, and select a few to analyze and audit in depth.

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Phil I.

Freelance Digital Strategist & Consultant
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Top tips when looking at your SEO competitors: - use Google maps to find local competition - use Search Console to find queries for your website with high impressions, but low clicks. Then search those terms - search your main service / product with your target locations to find related competitors in your area - manually check competitor sites before putting them in an audit tool - check reviews for competitors - search the full name and address for a competitor to find directory listings / citations - if using an audit tool, look at rankings and backlinks for the most useful information - use your competitor's backlinks to find opportunities to build new backlinks for your website

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3 Analyze their on-page and off-page SEO

Once you have your SEO competitors selected, you need to analyze their on-page and off-page SEO factors, and see how they compare to yours. On-page SEO factors include things like title tags, meta descriptions, headings, content, keywords, images, and site speed. Off-page SEO factors include things like backlinks, social media, reviews, and citations. You can use tools like Screaming Frog, Moz, or Majestic to crawl and audit your competitors' websites, and identify their strengths and weaknesses.

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Annie Hinan

Team Lead - Supporting Nonprofits through Digital Marketing
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I would recommend prioritizing on-page SEO, as it is the area you have significantly more control over. After completing an internal audit and an external competitor analysis, you may move to the off-page optimizations, if possible.

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4 Evaluate their content quality and strategy

Content is king when it comes to SEO, so you need to evaluate your competitors' content quality and strategy, and see how they engage and satisfy their audience. You can look at factors like content length, format, readability, originality, relevance, freshness, and value. You can also look at how they use keywords, calls to action, internal and external links, and social media sharing buttons. You can use tools like BuzzSumo, Copyscape, or Hemingway to analyze and compare your competitors' content.

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Zhanna P.

SEO & Continuous Improvement.
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Look for content gaps when analyzing competitor’s content, so that your content provides new and fresh information and covers more in-depth topics that are not covered by your competition. Work on adding personal experience and professional expertise to already widely-covered topics to provide more value to the readers.

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5 Learn from their best practices and mistakes

After analyzing and auditing your competitors' SEO factors and content, you need to learn from their best practices and mistakes, and see how you can apply them to your own website. You can use tools like SWOT analysis or gap analysis to identify your own strengths, weaknesses, opportunities, and threats, and see where you can improve or leverage your SEO strategy. You can also use tools like Google Analytics, Google Search Console, or Google Trends to monitor your own performance and track your progress.

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6 Keep an eye on their changes and updates

SEO is not a one-time thing, but an ongoing process that requires constant monitoring and updating. Your competitors are likely to change and update their websites and content regularly, so you need to keep an eye on their movements and see how they affect your ranking and performance. You can use tools like Google Alerts, SEMrush, or Ahrefs to set up alerts and notifications for your competitors' changes and updates, and see how they impact your SEO strategy.

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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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How do you avoid common pitfalls and mistakes when conducting SEO competitor analysis and audits?

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1 Define your SEO goals

2 Identify and prioritize your SEO competitors

3 Analyze their on-page and off-page SEO

4 Evaluate their content quality and strategy

5 Learn from their best practices and mistakes

6 Keep an eye on their changes and updates

7 Here’s what else to consider

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