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Winning Strategies for Competitor Analysis in SEO

Dear digital marketers, we all have a common goal: to discover the secrets to surpassing our rivals in search results, right? Well, I'm happy to announce that I have a solid five-step strategy that can help your brand, company, or any business improve your rankings against the competition.

Step 1: Keyword Research Let's start with a fundamental step: identifying at least one target keyword we want to rank for. This keyword will serve as the foundation on which to build our SEO strategy. Think of us as the heart of your campaign, the focal point on which all efforts converge.

Step 2: Creating the Competitor List Now, let's get ready to enter the competition. In this step, we need to identify who our online rivals are. There are two types of competitors to keep an eye on:

First, there are direct competitors, i.e. those who operate in the same industry and offer similar products or services to us. They are the most obvious rivals.

But we don't stop here. We also need to consider our search competitors – the websites that appear when people search for keywords related to our industry. Even websites that aren't directly related can become competitors if they rank well for the same keywords.

The key is not to overdo the selection. We try to identify 2-3 direct competitors and up to 5 strong competitors in searches. The goal is to have a clear overview of the opponents in the digital arena.

Step 3: Using SEO Tools Now, it's time to put yourself in the shoes of a digital detective. We use SEO tools to analyze our rivals, and Semrush is our faithful ally in this endeavor. We insert our competitors' websites into Semrush. Once inside, we will get an overview of their web traffic, although remember that this is not precise data but a comparative benchmark.

The real gold mine lies in the keywords they are ranking for. Using Semrush's "organic keyword search" feature, we will discover all the phrases that have dominated. This knowledge will give us a window into their organic search strategy. We pay attention to keywords with high search volume, those are the most valuable.

Now, let's dive deeper and examine their keyword positions and search volume. If we see keywords with a high search volume, particularly lucrative and highly competitive, we keep an eye out. And this is where it gets interesting: let's analyze the URLs. Are they creating specific pages for specific terms? If so, it's a sign that these keywords are their top priority. Let's take a look at these pages to find out their strategy.

Step 4: Content Analysis Now it's time to break down their content. Let's see what keywords they are trying to rank for and what pages they have optimized for those keywords. Let's dig deeper by examining the content at the bottom of the page, often called the SEO content section. Here we will find the keywords that drive their positioning. This content is key to their success, providing Google with the information it needs to rank them higher.

Once we understand their strategy, it's time to improve our website. We increase click-through rates by adding compelling calls to action on our pages. We take advantage of incoming traffic by adding valuable content that Google loves to rank. And let's not forget to strategically add internal and external links to strengthen the authority and relevance of our website. We have just discovered the roadmap to not only understand but also surpass our rivals in the digital arena.

What to compare with our competitors

Intent match: Let's make sure our content aligns with user intent. We check whether our content fits a commercial search intent (aimed at selling products or services) or an informational intent (providing valuable information). Aligning our content with the right intent is critical to engaging and converting effectively. Content Quality Comparison: We compare the quality of our content to that of our competitors. We consider factors such as content length and word count using tools like If we aim to offer Google a high-quality page compared to our rivals, we pay attention to the quality of the content. High-quality, informative content can significantly impact our rankings and user engagement. Meta data analysis: Examine the page title and meta description, which are the pieces of text hidden in the website's code. These elements contribute to the title of a page on Google, the text displayed in the browser tab, and the description that Google uses in search results. Look for effective use of keywords in these titles and look for engaging meta descriptions that entice users to click through to their site. If you notice your competitors using catchy descriptions, consider adapting and incorporating them to your advantage. Evaluating backlinks and authority: Use SEMrush to check the backlinks and authority score of your competitors' pages. This tool provides information on how likely a site is to rank based on the links pointing to it. When we analyze the authority of a site's links, let's remember that the authority score is a relative measure, not an absolute one. Let's use it as a means of comparison between different sites, but let's avoid getting too hung up on it. It's just one piece of the puzzle to understanding our competitors' online presence.

To summarize, these steps provide us with a solid roadmap to discover our competitors' strategies and strengthen our digital presence. As we move forward, let's remember that SEO is an ongoing adventure. We remain proactive, adapt when necessary and continue to strive for excellence in the digital environment.

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