Boris Chapman: SEO Competitor Analysis: Guide to a Winning Strategy

Even with incredible focus on your own strategy, you need competitor analysis to round out your SEO preparation. It arms you with details that can feed your decisions and guide your priorities. SEO competitor analysis is not just about keeping tabs on your rivals; it is about uncovering the secrets to their success and using that knowledge to propel your own website to the top of search results.

Understanding your competition is not just helpful. It is absolutely essential for crafting a winning SEO strategy.

Understanding SEO Competitor Analysis

SEO competitor analysis is the process of evaluating the strengths and weaknesses of the websites you are competing against in search engine results pages. That analysis covers various aspects such as keyword usage, on-page SEO, content strategy, backlinks, and technical SEO.

But why does this matter to your SEO strategy? Simply put, it provides a roadmap to success. By understanding what works for your competitors, you can identify opportunities they have missed, avoid strategies that are not yielding results, set realistic goals based on industry benchmarks, and stay ahead of industry trends.

Your success is relative to those around you. Getting people to find your site organically relies on outperforming others. This is why competitor analysis should be a key part of your SEO strategy.

Identifying Your SEO Competitors

Before you can analyze your competitors, you need to know who they are. This is not always as straightforward as it seems. Your SEO competitors might not be the same as your business competitors. Just because you have not heard of them does not mean a thing to your audience. If they appear during the course of a search, they could be taking traffic from you. They are the competition.

How to identify them:

Start with a list of keywords relevant to your business
Perform searches for these keywords
Note which websites consistently appear in the top results

Think of different types of competitors:

Direct competitors: Businesses offering very similar products or services
Indirect competitors: Businesses targeting the same audience but with mostly different offerings
Phantom competitors: These businesses give customers an alternative to your product or service

Phantom competitors might reach searchers through ads instead of organic results. That still makes them a threat.

Tools to find your competitors: Google Search Console provides insights into which websites you are competing against for specific queries. Specialized SEO competitor analysis tools offer rank comparisons and history. Other tools are great for on-page SEO and keyword analysis. With these tools, you can quickly build a comprehensive list of your SEO competitors, especially the ones you would have missed.

Analyzing Competitors' Keywords

Once you have identified your competitors, it is time to dig into their keyword strategies. This is a major step, because it tells you exactly how they are connecting with the same audience you are trying to reach.

When you research your competitors' SEO keywords, you want to note their big successes as well as their apparent misses. All of that information will prove valuable.

How to find top-performing keywords:

Use specialized SEO tools to analyze organic search traffic
Look for keywords with high search volume and low difficulty
Identify long-tail keywords that reveal what audiences want to find

Understanding Keyword Difficulty and Search Volume

Keyword difficulty indicates how hard it is to rank for a particular keyword. High search volume means more potential traffic but often comes with higher competition. Balancing these factors is key to choosing the right keywords.

Finding Competitors' Best Keywords

Look for related keywords and single out keywords that reflect what people are asking about. Addressing those with content is a good way to tackle multiple aspects of your strategy.

The goal is not to copy your competitors' keyword strategy directly. Instead, use it as guidance and inspiration as you create your own unique approach.

Examining Competitors' On-Page SEO

On-page SEO optimizes the page through header formatting, titles, descriptions, and everything that helps readers and search engines understand what your content is about. Analyzing your competitors' on-page SEO can tell you how they view their content and the searches they are trying to target.

If you remember earlier in this guide, we mentioned that SEO success is relative to the competitors around you. Your competitors' on-page SEO gives you a direct look at what you are up against. That clues you into any ways you might need to strengthen your own content.

Key On-Page SEO Factors to Analyze

Titles and meta descriptions: These elements are critical for SEO and user click-through rates
Headers (H1, H2, H3, etc.): Proper use of headers improves readability and SEO
Content quality: High-quality content is essential for ranking well

SEO tools let you dig into competitors' on-page elements directly, pulling titles, meta descriptions, top-ranking pages, and keyword targeting data without needing to crawl their site yourself. Look for patterns in how they structure their content, use keywords, and optimize their pages.

Titles and Meta Descriptions

Pay close attention to how your competitors craft their titles and meta descriptions. Are these different ways to describe the keyword? Related phrases? Use these insights to improve your own meta elements, making them more compelling and click-worthy.

Content Structure

Examine how your competitors structure their content. Notice the language they use in their headers. Is their page skimmable and easy to understand or maybe too light and not fleshed out enough? Determine if images on the page help tell the story better.

Analyzing Competitors' Content Strategy

By analyzing your competitors' content strategy, you might uncover a shot at creating better, more engaging content that resonates with your target audience.

Start by asking these questions:

What types of content are they producing (blogs, videos, infographics)?
How frequently do they publish new content?
Which pieces of content are performing best in terms of rankings and engagement?
What topics are they covering that you have not addressed yet?

Identifying Content Gaps

A good exercise in content analysis is identifying content gaps. Topics that your competitors are not addressing adequately. These gaps represent opportunities for you to create unique, valuable content that can help you stand out in the SERPs.

Approach a content gap on a site level and on a page level:

On a site level, a relevant topic that is not covered would be a gap
On a page level, a gap is a subtopic of the article that does not get much coverage

Look at an article of theirs. What kind of information do they touch on but never drill into? Going much deeper can be a huge opportunity for you to grab. This competitive intel helps you consider new ideas that are not getting attention. You can offer an explainer video or a new infographic to answer questions you had not thought of.

The goal is not just to create more content, but to deliver well-explained, thorough information that is valuable to your audience.

Backlink Analysis

Backlinks still factor heavily into SEO success. They act as votes of confidence from other websites, signaling to search engines that your content is valuable and authoritative.

Learning who your competitors get links from can tell you how active they are in building links. Or, it is a clue into how other businesses see them as an authority.

To conduct a backlink analysis:

Use specialized tools to examine your competitors' backlink profiles
Look at the quantity and quality of their backlinks
Identify the types of content that are attracting the most links
Note which websites are linking to your competitors

Pay attention to:

Domain Authority of linking sites
Anchor text used in backlinks
Context in which the links appear

This analysis can help you identify high-quality websites that might be open to linking to your content as well. It can also inspire ideas for link-worthy content that you can create to attract similar backlinks.

Technical SEO Analysis

Unlike the topical elements that you optimize on a page-by-page basis, technical SEO forms the foundation of a well-optimized website. It might seem like there is little to leverage from your competitor's technical issues, but it cannot hurt to be prepared. These are important factors to have dialed in on your own page. Should your competitor fall short, you will know that the preparation you did gave you a slight edge.

Key technical SEO factors to examine:

Site speed
Mobile-friendliness
XML sitemaps
Robots.txt file
HTTPS implementation
Structured data markup

Common Technical SEO Issues

Watch out for these common technical SEO problems:

Slow page load times
Duplicate content
Broken links
Improper redirects
Missing or poorly implemented structured data

By addressing these issues on your own site while your competitors struggle with them, you can gain a significant advantage in search rankings.

Analyzing User Experience

User experience has become increasingly important in SEO. Not only has Google marked it as a ranking factor, it is also good for your audience. User experience impacts how visitors interact with your site. A positive experience can lead to higher engagement, lower bounce rates, and better conversions.

Key UX factors that impact SEO:

Page load speed
Mobile-friendliness
Intuitive navigation
Clear, readable content
Proper use of whitespace and visual elements

Putting Competitor Insights to Work

Now that you have gathered all this valuable information about your competitors, it is time to put it to use. Here is how to leverage these insights to improve your own SEO strategy.

Create an Action Plan Based on Insights

Develop a step-by-step plan to implement the changes needed to improve your SEO. This might include optimizing on-page elements, creating new content, or building backlinks.

Monitor and Adjust Your Strategy

SEO is an ongoing process. Regularly monitor your performance and adjust your strategy based on new insights and what you find about your competitors.

Regular competitor analysis should be an ongoing part of your SEO efforts. By staying informed about your competitors' strategies and the broader industry trends, you will be well-positioned to maintain and improve your search engine rankings over time.

Expert Perspectives

SEO competitor analysis is not just about keeping tabs on your rivals. It is about uncovering the secrets to their success and using that knowledge to propel your own website to the top of search results.

Understanding your competition is absolutely essential for crafting a winning SEO strategy. It provides a roadmap to success. By understanding what works for your competitors, you can identify opportunities they have missed and stay ahead of industry trends.

Final Thoughts