How Do You Do Competitor Analysis In SEO Tools?

Traffic Generation


Marcelo Beilin  (Updated Jun 1, 2023 )

You've meticulously chosen keywords, poured your heart and soul into generating engaging content, and have eagerly awaited the fruits of your labor.

But you're puzzled and a little disheartened. Despite all your hard work, your website's visibility on search engine result pages is less than stellar. So what's missing? What could you be doing wrong?

The answer may not lie within your website but beyond it. If you're looking to boost your SEO game, it's time to turn your gaze outward and observe your competition.

But why, you ask? Well, just as you learn from the best in any field, you should do the same in SEO. By analyzing your competitors' SEO strategies, you can gain valuable insights that can help improve your own.

And that's exactly what we're going to help you with in this article. We'll walk you through the intricacies of competitor analysis using SEO tools.

We'll show you why it matters, how to do it, and how to leverage the insights you gain to boost your own SEO strategy.

Before we dive in, let's make one thing clear. You're not doing this to play copycat. This isn't about stealing ideas but rather about gathering intelligence.

It's about understanding what works and what doesn't, spotting opportunities that others may have missed, and learning from others' successes and failures.

So, are you ready to step up your SEO game? Let's dive in!

Disclosure: Although I receive affiliate compensation at no additional cost to you to support this site that compensation in no way influences my recommendations, which are strictly informed by my 10+ years of online business experience consulting for clients large and small. My aim is to always recommend tools that offer the best return for your investment (for more details, read my Affiliate Disclosure). 

Why Competitor Analysis Matters

Remember when you played that board game and kept a subtle watch on your opponent's moves, their strategies, their hits, and misses? That's pretty much what competitor analysis is in the world of SEO.

Let's clarify this upfront: you're not turning into a digital snoop. Far from it! What you're doing is leveling up your game by understanding the market you're operating in.

In a digital landscape teeming with websites vying for visibility, you need every bit of information to stand out. And what better way to do that than by learning from the ones who've already made their mark?

Competitor analysis in SEO is like getting a cheat sheet. It gives you insights into what works and what doesn't in your niche.

By analyzing your competitors' SEO strategies, you're essentially gaining access to a roadmap of potential do's and don'ts. And armed with this knowledge, you can streamline your efforts to focus on strategies that are proven to deliver results.

But here's the key: it's not about cloning what your competitors are doing. You're not looking to become a carbon copy of them. What you're after is inspiration.

You're looking to understand their approach to SEO, get a feel for the tactics that have worked for them, and then use this insight to fuel your own unique strategy.

And the best part? In this process, you might uncover hidden opportunities that your competitors may have overlooked.

These could be long-tail keywords they're not targeting, content gaps they haven't addressed, or perhaps underutilized platforms that could serve as potential gold mines for traffic.

By engaging in competitor analysis, you're not just becoming a more informed player in the game. You're essentially reshaping the game itself, carving out a unique space for your website that aligns with proven strategies while also treading new, uncharted territory.

Starting Your Competitor Analysis Journey: Identifying Your Competitors

Starting Your Competitor Analysis Journey - Identifying Your Competitors

Just like in any game or competition, the first step is understanding who your opponents are. Identifying your competitors is akin to drawing a map of the digital battlefield where you're poised to make your mark.

But, where do you start? How do you figure out who you're up against?

Luckily for you, the tools of discovery are at your fingertips. In fact, Google is your first stop. Initiate a search with your primary keywords — the terms you'd love your website to rank for.

The websites that pop up at the top of the search results? Those are your direct competitors.

But don't stop there. The world of SEO tools is rich and varied. Resources like SEMRush and Moz have excellent competitor analysis features. Plug in your website URL, and these tools will show you who's fighting for the same audience.

Who's getting all that juicy traffic that you're after? Which websites share your niche and are vying for the same keywords? These tools will point them out.

Remember, competitor analysis is not a guessing game. It's a systematic, well-calculated approach to understanding your competition.

By identifying who you're up against, you'll lay a solid foundation for the next steps in your competitor analysis journey.

Diving Into the Competitors' On-Page SEO Strategy

So, you've got your list of competitors. Now, it's time to go from identifying them to understanding them. How do they play the SEO game? What on-page SEO tactics are they using? It's time to put on your detective hat and delve into their strategies.

Start by looking at their meta tags — the title and description that appear in search engine results. What keywords are they using? Are their meta descriptions engaging and click-worthy?

Next, study their URL structure. Is it clean and SEO-friendly? Do they use keywords in their URLs? Dive into their content next. Is it high-quality, engaging, and informative? Do they use multimedia elements like images, videos, or infographics?

The keyword strategy is another crucial piece of the puzzle. Are they targeting long-tail keywords or opting for broader terms? Do they use keywords strategically in their content, headers, and meta tags?

Doing this manually can be a bit daunting. But don't worry, there's help at hand. Tools like Ahrefs or MozBar can quickly scan these elements on any website. Just plug in the URL of a competitor's website, and voila, you'll get a bird's eye view of their on-page SEO tactics.

Understanding your competitors' on-page SEO strategy is like finding a treasure map. It offers a detailed layout of their approach to SEO, providing invaluable insights you can use to refine your own strategy. Remember, it's all about learning, adapting, and innovating!

Peeking Into Competitors' Off-Page SEO Tactics

The next chapter in your competitor analysis saga involves venturing beyond their website and into the vast digital ecosystem where they operate.

This is the realm of off-page SEO — the tactics employed outside of a website to improve its search engine ranking. These strategies may not be directly visible on a competitor's website, but that doesn't mean they're beyond your reach.

Start by taking a look at their backlink profile. Who is linking back to their website? What's the quality of these links? Are they from high-authority websites, or are they peppered with low-quality, potentially spammy links?

A robust and healthy backlink profile is often indicative of a strong off-page SEO strategy.

Domain authority is another crucial off-page SEO element. Websites with a high domain authority tend to rank higher in search results. Is your competitor rocking a high DA score? That could explain their stellar search rankings.

Social media activity is another piece of the off-page SEO puzzle. Are your competitors actively engaging with their audience on social media platforms? Are they sharing their content and encouraging others to do the same? Strong social signals can significantly boost a website's SEO.

By understanding your competitors' off-page SEO tactics, you can begin to formulate your own strategy to enhance your website's visibility and ranking.

Unveiling Competitors' Technical SEO Secrets

Unveiling Competitors' Technical SEO Secrets

As we venture further into our competitor analysis journey, it's time to peek behind the curtain and uncover some technical SEO secrets.

This is the nuts and bolts of a website — the elements that might not be immediately visible to users but play a significant role in search engine ranking.

Let's kick off by checking out their site speed. How quickly do their pages load? Slow-loading websites can be a turn-off for users and a red flag for search engines. Use Google's PageSpeed Insights to check this out.

Next, find out how well they've optimized their website for mobile users. With mobile-first indexing, this is a critical aspect of technical SEO. Google's Mobile-Friendly Test will come in handy here.

You should also check their XML sitemap. This file helps search engines understand the structure of a website and find its pages more easily. While you're at it, take a look at their use of robots.txt files. These files tell search engines which pages to crawl and which ones to ignore.

For a comprehensive technical SEO analysis, you might want to consider using a tool like Screaming Frog. It can help you uncover these technical aspects of your competitors' SEO strategies and give you a more rounded view of their overall approach.

Remember, while technical SEO might seem daunting at first, it's a vital component of any successful SEO strategy.

By understanding your competitors' technical SEO tactics, you'll gain a deeper understanding of the potential areas you can improve on your own site.

It's all about going beyond what meets the eye, exploring new territories, and continuously learning and evolving.

Using SEO Tools for a Detailed Competitor Analysis

SEO tools are clearly essential for competitor analysis. They can help you automate the process and gather valuable data. The question is, how do you use them for this specific purpose?

Here's a quick rundown:

Keyword Analysis

Tools like SEMRush or Ahrefs can help you discover the keywords your competitors rank for. Use this information to refine your keyword strategy and identify untapped opportunities.

  • Backlink Analysis: Tools like Majestic SEO or Moz's Link Explorer allow you to analyze your competitors' backlink profiles. Are they getting links from high-authority websites? How diverse are their backlinks? Use these insights to improve your link-building strategy.

  • Content Analysis: Tools like Buzzsumo let you see what content performs best for your competitors. Use this to inform your content strategy and identify content gaps that you can fill.

  • Technical SEO Analysis: Tools like Screaming Frog or Ubersuggest can give you insights into the technical aspects of your competitors' sites. Use these insights to enhance your own site's performance and user experience.

From Data to Strategy: Interpreting the Analysis

Gathering all this data is excellent, but it won't do much good if you can't interpret it. Here's what you should focus on:

  • Identify Strengths and Weaknesses: Look at where your competitors excel and where they fall short. Use this information to capitalize on their weaknesses and learn from their strengths.

  • Spot Opportunities: The goal isn't to replicate your competitors' strategies but to find opportunities they've missed. This could be a set of long-tail keywords they aren't targeting, content gaps they haven't filled, or an untapped social media platform.

  • Create Your SEO Strategy: Based on your analysis, create an SEO strategy that exploits the opportunities you've found and addresses your own weaknesses. Remember, it's not about doing better what your competitors are already doing but doing what they aren't.

In Summary

Competitor analysis isn't a one-time task but an ongoing process. The digital landscape is always changing, and so are SEO strategies.

So, keep your eyes on the prize and your competitors in your sights. Use your SEO tools not just to track your own progress but also to keep tabs on what your competitors are up to.

It's a dog-eat-dog world out there, but with the right tools and tactics, you're sure to find your path to success.

The goal isn't to beat your competitors at their own game but to play your own game better. Use these insights not as a recipe to mimic but as a source of inspiration to craft an even better SEO strategy that's uniquely yours.

So, keep tracking, keep analyzing, keep optimizing, and most importantly, keep providing value to your users. That's the real secret to SEO success.

Marcelo Headshot

About the author

Marcelo Beilin is a Digital Marketing Consultant and blogger who helps clients take their traffic and online revenue to the next level.

He also helps readers find the perfect tools to earn online income at

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