How to Analyze Your Competitors’ SEO Strategies

In the digital age, understanding and dissecting your competitors’ SEO strategies is not just beneficial; it’s a critical component of crafting a winning online marketing approach. From my experience, many businesses dive straight into keyword stuffing or link farming without grasping the essence of what truly drives their competitors’ success. This piece is not your run-of-the-mill SEO guide. It’s a deep dive into the nitty-gritty of competitive SEO analysis, peppered with personal anecdotes and expert insights, aimed at those ready to edge out their competition in the most intelligent ways possible.

What You’ll Learn

By reading this article, you will learn:
– How to identify your SEO competitors and analyze their keywords, backlink profile, content, and technical SEO.
– Different tools and methods for analyzing competitors’ SEO strategies.
– How to gain insights to improve your own SEO strategies based on competitor analysis.

1. Identify Your SEO Competitors

Before you can analyze, you need to identify who your actual SEO competitors are. This might seem straightforward, but in reality, your direct business competitors aren’t always your SEO rivals. Sometimes, the websites you’re jostling with for space on the Google search results page are content sites, directories, or even news outlets that share your keywords but not your business model.

Years ago, when I first dipped my toes into SEO for my e-commerce site, I assumed my competitors were the other e-commerce sites selling similar products. It took an enlightening session with a seasoned SEO expert to realize that my actual SEO competitors included a popular blog about eco-friendly living and a news site that had covered my product niche extensively. This revelation shifted my entire SEO strategy, focusing not just on outdoing other e-commerce sites but also on creating content that could compete with these unexpected rivals.

Insider Tip: Use SEO tools like SEMrush or Ahrefs to conduct a competitive domain analysis. These tools help you see who ranks for your target keywords, providing a clear picture of your SEO landscape.

2. Analyze Your Competitors Keywords

a. Organic Research

Organic research is your first stop. By understanding which keywords are driving traffic to your competitors’ sites, you can identify gaps in your own content strategy. This isn’t about copying their keywords verbatim but rather understanding the topics and questions your target audience is interested in.

b. Keyword Gap

The keyword gap analysis is a game-changer. It allows you to compare your keyword profile against those of your competitors, revealing the keywords for which you’re not ranking but your competitors are. I remember discovering a whole segment of long-tail keywords that I had completely overlooked. This insight allowed me to tailor my content to address these gaps, significantly boosting my site’s organic reach.

c. Keyword Overview

Digging into individual keyword performances gives you insight into search volumes, keyword difficulty, and current rankings. This micro-level analysis helps fine-tune your keyword strategy, focusing your efforts on keywords that are achievable and valuable.

d. Keyword Magic Tool

Tools like SEMrush’s Keyword Magic Tool can be instrumental in expanding your keyword list. By inputting a seed keyword, you’re given a plethora of related keywords, question keywords, and variations. This tool was a cornerstone in expanding my site’s keyword coverage, allowing me to tap into new audiences.

e. Organic Traffic Insights

Understanding the volume and quality of traffic that keywords bring to your competitors can help prioritize your efforts. Certain keywords may drive a lot of traffic but not result in conversions. Focusing on keywords that drive relevant traffic is crucial.

How to Analyze Your Competitors SEO Strategies

3. Analyze Your Competitors Backlink Profile

a. Backlink Analytics

Backlinks are the backbone of SEO. Analyzing your competitors’ backlink profiles can unearth opportunities for your own link-building efforts. Identifying where their backlinks are coming from can help you target similar sources, be it blogs, directories, or news sites.

b. Backlink Gap

Just like with keywords, a backlink gap analysis can show you where you’re falling short. Early in my SEO journey, I discovered that my competitors had strong backlink profiles from educational institutions and eco-conscious blogs sectors I hadn’t considered reaching out to. This insight was pivotal in diversifying and strengthening my backlink strategy.

c. Link Building Tool

Using a link-building tool can streamline the process of identifying and reaching out to potential backlink sources. It can help you manage your outreach efforts, track your progress, and evaluate the quality of potential backlink sources.

4. Analyze Your Competitors Content

a. Content Gap

Content gap analysis goes beyond keywords, looking at the types of content that are working for your competitors. Are they using videos, blogs, infographics, or detailed guides? Understanding the content formats that resonate with your audience can guide your content strategy.

b. SEO Content Template

Creating content that’s optimized for SEO from the get-go is crucial. Tools like the SEO Content Template provide recommendations on how to structure your content based on top-performing competitors’ pages. This tool has been invaluable in guiding the creation of content that ranks well and engages my audience.

5. Analyze Your Competitors Technical SEO

a. Site Audit

A comprehensive site audit of your competitors’ websites can reveal technical SEO strategies that are contributing to their success. This includes site speed, mobile optimization, and the use of schema markup. Implementing these technical aspects can significantly impact your site’s SEO performance.

b. On-Page SEO Checker

An on-page SEO checker can provide insights into how well your competitors’ pages are optimized for specific keywords. This includes title tags, meta descriptions, and use of H1 and H2 tags. Emulating best practices while infusing your unique value proposition can enhance your page rankings.

How to Analyze Your Competitors SEO Strategies


Competitive SEO analysis is not about imitation but about understanding the landscape and strategically positioning your site to compete effectively. It’s a blend of art and science, requiring creativity to interpret data and insights into actionable strategies. Throughout my SEO journey, the realization that has stood the test of time is that SEO is not a one-size-fits-all. It’s a tailored suit, crafted with meticulous attention to detail, designed to fit your unique business needs and objectives.

By incorporating a comprehensive competitive analysis into your SEO strategy, you can uncover valuable insights that drive organic growth and bolster your online presence. Remember, the goal is not just to compete but to outshine and outperform. In the constantly evolving world of SEO, staying informed, adaptable, and innovative is key.


Who can benefit from analyzing competitors’ SEO strategies?

Anyone in the digital marketing space can benefit from this insight.

What are some key aspects to look for in competitors’ SEO strategies?

Look for their top-ranking keywords, backlink sources, and content strategy.

How can I analyze competitors’ SEO strategies effectively?

Use tools like SEMrush or Ahrefs to gather data on their website’s performance.

What if I don’t have access to premium SEO analysis tools?

You can still gather valuable insights by using free tools like Google Keyword Planner.

What are some common mistakes to avoid when analyzing competitors’ SEO strategies?

Avoid tunnel vision – consider the holistic approach of their entire SEO strategy.

How can I stay updated on my competitors’ evolving SEO strategies?

Set up regular alerts and monitor their website changes using tools like Google Alerts and Wayback Machine.

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Xavier Berkness

Xavier Berkness is the President of PERC, a renowned Digital Marketing Company. With an impressive career spanning over two decades since 1996, Xavier has earned a reputation as a leader in the field of digital marketing. He has leveraged his deep understanding and expertise in building websites to author a highly-regarded book, 'Mastering On-Page Optimization - The Secret Sauce of an SEO System.' Xavier's impactful contributions to the industry have been recognized in a Star Tribune feature, where he was hailed as a 'Mover and Shaker.' Outside the professional realm, Xavier is a nature lover who cherishes time spent near the ocean. He continues to fuel his passion for digital marketing, relentlessly seeking new knowledge and strategies every day. His combination of professional prowess and personal charm make Xavier a trusted authority in the digital marketing industry.