SEO competitor research and analysis
Most competitor analysis compares domains. The useful kind compares the specific page you would have to beat for a specific search, and asks whether you can.
Last updated
Quick answer
SEO competitor analysis means looking at the pages that rank for the searches you want, working out why they rank, and deciding which of those positions you can realistically take. Start with your own Search Console data, list who actually ranks for each search, judge the ranking page rather than the whole domain, and look for gaps the competitors leave rather than copying what they do.
Key takeaways
- Your search competitors are whoever ranks, not necessarily your business rivals.
- Judge the page you'd have to beat, not the competitor's whole website.
- Most of the analysis can be done free, with Google search and Search Console.
- Look for gaps the ranking pages leave; matching them only gets you to parity.
Search competitors aren't always business competitors
The business down the road may not rank at all, while a directory, a national chain or a blog takes the top results for your service. For SEO, a competitor is whoever holds the position you want, search by search. Competitive analysis in the business sense, of pricing and products, is a different exercise.
Step 1: list who actually ranks
- Pick your ten most valuable searchesThe services or products that bring in revenue, not the broadest terms.
- Search each oneIn a private window, from the location your customers search from.
- Record the top resultsNote the page that ranks, not just the site, and what type of page it is.
- Note what else is on the pageA map pack, an AI Overview, shopping results or forum threads all change what a top position is worth.
Step 2: set your baseline in Search Console
Before looking outward, look at your own data. Search Console's performance report shows the queries you already appear for, with impressions and average position. Queries where you have impressions but sit outside the top ten are usually your best opportunities: Google already considers you relevant.
Step 3: read the results page
The results page tells you what Google thinks the searcher wants. If the top results are guides, a service page will struggle; if they're local businesses with a map pack, the map is where the competition really is. If forums or thin directory listings rank, the search is under-served and usually winnable.
Step 4: judge the page, not the domain
A large competitor's site can look unbeatable while the specific page ranking for your search is thin. Look at that page: how well it answers the search, how specific it is, and how many other sites link to it.
A practical reachability test: find the weakest of the top ten results for the search, and count the sites linking to that page. If your equivalent page can reach that level of content quality and links, the position is realistic. Domain-wide authority scores from SEO tools are their own estimates, not something Google uses, so treat them as rough guides at best.
Step 5: find gaps, not parity
- Competitor keywords you have no page for: searches where competitors rank and you don't appear at all.
- Specific searches the broad pages serve badly, such as a service in a suburb or a product for a particular use.
- Questions the ranking pages don't answer, which you can answer better.
- Formats missing from the results, such as a comparison table or a clear price guide.
Copying what ranks gets you to parity, and parity rarely outranks an established page. A gap is what gives Google a reason to prefer yours.
Local competitors: comparing Business Profiles
For local searches, compare Google Business Profiles as well as websites. Google says local results are mainly based on relevance, distance and popularity, and that prominence draws on things like links to the business and review count.
- Primary and secondary categories each competitor uses.
- Number and recency of reviews, and whether they reply.
- Services and products listed on the profile.
- Where they're located relative to the searcher; distance you can't change.
Free methods and paid tools
| Method | What it shows | Limits |
|---|---|---|
| Searching manually | Who ranks, and what the results page looks like | Results vary by location and device |
| Search Console | Your own queries, impressions and positions | Your site only, not competitors' |
| The site: search operator | A sample of a competitor's indexed pages | Google says it doesn't necessarily return every indexed URL |
| Google Business Profiles | Categories, reviews and services of local competitors | Only what each business has filled in |
| Paid SEO tools | Estimated competitor keywords, traffic and links | Estimates from the tool's own data, not Google's |
Source for the site: caveat: Google's site: operator documentation.
Turning findings into a plan
Put each search in one row and give it a verdict. The plan is the list of searches marked "now", with the page that will target each.
| Search | Who ranks | Strength of the ranking page | Verdict |
|---|---|---|---|
| A core service in your city | Two local firms, one directory | Moderate: thin pages, few links | Now |
| A broad industry term | National brands and publishers | Strong: detailed pages, many links | Later, if ever |
| A specific service plus suburb | Forum threads, a directory | Weak | Now |
The rows above are an illustration of the layout, not real data.
What to ignore, and how often to repeat it
Ignore total keyword counts, domain-wide authority scores and any urge to match a competitor page for page. Repeat the analysis every six months, or sooner when a new competitor appears in your main searches.
Common questions
What's the difference between competitive analysis and SEO competitor analysis?
Competitive analysis looks at rival businesses: products, pricing and positioning. SEO competitor analysis looks at whoever ranks for the searches you want, which may be directories, publishers or national brands as well as rivals.
How do I find competitors' keywords for free?
Search your main services and note who ranks, use your own Search Console queries as a starting list, and look at the topics competitors' ranking pages cover. Paid tools add estimates, but the free method finds the searches that matter most.
Who are my real SEO competitors?
The sites that rank for your most valuable searches. Check each search separately, because they differ from search to search.
Which competitor metrics actually matter?
The quality of the specific ranking page and the links pointing to it. Domain-wide scores from tools are estimates and say little about a single search.
Does a site: search show all of a competitor's pages?
No. Google's documentation says the site: operator doesn't necessarily return every indexed URL. Use it as a sample.
How often should I redo a competitor analysis?
Every six months is enough for most businesses, or sooner if a new competitor appears for your main searches.
Where to next
If you would rather have someone do this than read about it, the commercial page for this work is Get an SEO audit.
All guides Technical SEO guideHow backlinks workSEO content strategy