What To Analyze On Competitors’ Sites For SEO?

When analyzing competitors’ sites for SEO, it’s crucial to understand their strategies and identify opportunities for your own site. Here’s a comprehensive guide on what to analyze on competitors’ sites to enhance your SEO efforts.

1. Introduction

Analyzing competitors’ websites is essential for crafting a strong SEO strategy. By examining their strengths and weaknesses, you can find ways to improve your site’s performance and achieve better search engine rankings.

2. Keywords

Identifying Target Keywords

To start, identify the keywords your competitors are targeting. Tools like Ahrefs, SEMrush, and Moz can help you discover:

  • High-traffic keywords
  • Long-tail keywords
  • Keyword gaps

Keyword Placement

Evaluate how and where your competitors use these keywords:

  • Titles and Headers: Ensure keywords are present in H1, H2, and other headers.
  • Meta Descriptions: Check if keywords are used effectively to attract clicks.
  • Content Body: Analyze keyword density and placement within the content.

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3. Content Analysis

Content Quality and Length

Assess the quality and length of your competitors’ content. Look at:

  • Depth of Information: Are they providing comprehensive answers to queries?
  • Content Format: Are they using lists, tables, or infographics effectively?
  • Content Length: Is their content longer or shorter than yours?

Content Gaps

Identify topics or subtopics your competitors have covered that you haven’t. This can highlight opportunities for new content creation.

Engagement Metrics

Check for engagement metrics such as comments, shares, and backlinks to understand how well the content is performing.

4. Backlinks

Quality and Quantity

Backlinks remain a significant factor in SEO. Use tools to analyze:

  • Total Number of Backlinks: Compare the quantity with your own site.
  • Quality of Backlinks: Look at the domain authority of linking sites.
  • Anchor Text Distribution: Analyze the anchor text used to link to competitors’ pages.

Link Building Strategies

Understand their link-building strategies by identifying:

  • Guest Posts: Are they writing for other blogs?
  • Partnerships and Collaborations: Are they collaborating with influencers or other brands?
  • Content that Attracts Links: What type of content gets the most backlinks?

5. Technical SEO

Site Speed

Use tools like Google PageSpeed Insights to compare site speeds. Fast-loading sites tend to rank better and provide a better user experience.

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Mobile Friendliness

Check how competitors’ sites perform on mobile devices using Google’s Mobile-Friendly Test.

Site Architecture

Evaluate the structure of their site:

  • URL Structure: Are their URLs clean and SEO-friendly?
  • Internal Linking: How effectively are they using internal links to distribute link equity?

Indexing and Crawlability

Use tools to see which pages are indexed and how frequently search engines crawl their site.

6. User Experience

Design and Navigation

A user-friendly design can significantly impact SEO. Look at:

  • Ease of Navigation: Is it easy to find information?
  • Visual Appeal: Does the design enhance user experience?
  • Call-to-Actions: Are CTAs clear and compelling?

Bounce Rate and Dwell Time

Analyze metrics like bounce rate and dwell time using tools like Google Analytics to see how well competitors retain their visitors.

7. Schema Markup

Types of Schema Used

Check the schema markup used by competitors. Schema helps search engines understand the content better, potentially leading to rich snippets.

  • Product Schema: For e-commerce sites
  • Article Schema: For blogs and news sites
  • Event Schema: For event-related pages

Implementation Quality

Ensure that schema is implemented correctly without errors. Tools like Google’s Structured Data Testing Tool can help identify issues.

8. Social Media Presence

Activity and Engagement

Evaluate competitors’ social media activity:

  • Frequency of Posts: How often do they post?
  • Engagement Rates: How much engagement (likes, shares, comments) do their posts receive?

Content Types

Identify the types of content they share:

  • Videos: Are they using video content effectively?
  • Infographics and Images: Are visual contents being leveraged?


Check which platforms they are most active on and compare them with your presence. This can highlight potential platforms you may be neglecting.


Analyzing competitors’ sites for SEO is a multifaceted task that requires attention to detail and a strategic approach. By understanding and leveraging their strengths and weaknesses, you can develop a more effective SEO strategy that not only matches but surpasses your competitors. Regularly updating your analysis ensures you stay ahead in the ever-evolving landscape of SEO.

For more in-depth strategies, visit the detailed guide on Search Engine Journal.

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