Your Guide to SEO Competitor Analysis Services
A comprehensive guide to SEO Competitor Analysis Services. Use data-driven insights to improve your website visibility and rankings.
POST UPDATED:
January 3, 2025
Getting a website to rank on search engines is becoming more difficult. There are over 1 billion websites. A new one goes live every three seconds.
What's more, SEO content creators publish over 7.5 million blog posts daily.
The icing on the cake? Research from the experts at Ahrefs shows that 90 percent of web pages do not get any traffic.
These statistics can be discouraging. It's no surprise that many businesses wonder if investing in SEO is worthwhile. But it is still very possible for brands to develop a strong online presence.
Competitor analysis can help businesses improve website visibility and rank on search engines.
But the competitive analysis process is complex. Most companies need help with it. SEO competitor analysis services can you gain online market share and increase visibility.
What common mistakes do businesses make when conducting their own SEO competitor analysis?
When it comes to SEO competitor analysis, most businesses focus on keyword rankings. They neglect other critical aspects, like backlinks and content strategies. They also overlook the local SEO landscape or use the right analysis tools to gather data.
What are SEO competitor analysis services?
Many digital marketing agencies offer SEO competitor analysis services. These services include your website's ranking keywords as well as your competitors' rankings. Professionals also check the quality of competitors' backlinks and content marketing strategy.
Website structure and user experience are other parts of competitor analysis. These insights help you develop a better SEO strategy to gain an online advantage.
SEO competitor analysis can uncover existing issues in your current strategy. As a result, you can fix any problems that hurt online visibility.
Why you need SEO competitive analysis services
Your competitors have already determined what you must do to compete online. You don’t have to be the best—just better than they are.
But the competitive analysis process can be complex. Many businesses find it helpful to hire a consultant to assist them. An SEO consultant is a specialist in search engine optimization strategies and tactics. The consultant will audit your website and present a plan to improve its performance.
They'll also help you avoid mistakes most companies make when analyzing competitors in-house.
The steps included in SEO competitor analysis services
Now, let's look at the key steps used by consultants to perform competitor research.
SEO audit
The first step of competitor analysis is an SEO audit. An audit pinpoints technical issues, errors, and other problem areas. The consultant runs several tests on the website. These tests check load speed, structure, meta tags, keywords, and content quality.
With this data, an SEO consultant can optimize your website's performance. SEO audits also uncover ranking opportunities your company may have been missing.
An SEO audit should be part of a routine digital growth strategy. If you have not performed an audit on your website in the last six months, it is time to start.
Siteguru is an example of an SEO audit tool that we use.
Identify the competition
The next step in the analysis process is to identify your true competitors. Not all websites ranking higher for a specific keyword are direct competitors.
Research several top keyword search terms related to your brand, products, or services. Take note of the top competitors that come up for each one.
Then, review those to identify which ones are direct competitors. The others are indirect competitors.
Let's look at an example.
A bakery in New York wants to rank for “best bread in New York." They competes against other bakeries in the area for local customers.
But if the bakery wants to rank for that term online, the competition will be much tougher. Why?
Because big brands that are indirect competitors are also vying for that same term. If the Food Network publishes a post on "best bread in New York," it will outrank a small business site for that term because it has more online authority. But the Food Network isn't directly competing for bread sales in the local bakery's market.
A brand targeting several audience segments will likely have unique competitors for each segment. In this case, the company will have to develop a strategy for each target segment. To find direct competitors, use the process above for each target audience.
Competitor analysis tools like WebCEO can also help you create a list of websites in the top ten rankings.
For instance, let’s assume you offer a pet grooming service. If you search for “pet grooming” on Google, the American Kennel Club will be one of the top performers. But this brand is not in the pet grooming industry. So, you must perform several searches to get an accurate list of competitors.
SEO tools with advanced features make identifying competitors and analyzing data less time-consuming. Consider investing in a premium tool to take your digital strategy to the next level. SEMRush, WebCEO, or Ahrefs are examples.
The Brand Auditors uses the best SEO competitor analysis tools on the market. I'll cover some of them in a section that follows.
Site structure and UI/UX
Most of our digital marketing audit clients want to optimize their websites for engagement and conversions. So, we include a user interface (UI) and user experience (UX) audit as part of our SEO competitor analysis services.
Website structure is critical, especially for businesses that rely on their site as a primary lead generation source. Structure encompasses the site’s design, layout, and organization of content. An organized website structure makes it easier for users to navigate the site and find what they need.
A website with poor structure is a problem for users and search engines alike. Consumers who have a hard time finding information won’t stay on the page. Instead, they "bounce." A high bounce rate causes low conversion rates.
Search engines rank websites that are easy for their bots to crawl. Websites with poor structure or broken links do not rank as well because they confuse search engine crawlers.
To develop a proper website structure, you must know what your target audience wants. Then you can create the right hierarchy of web pages and sub-pages.
Good structure ensures that your website's information is in a logical order so users can find what they need. Consistent design elements, such as navigation menus and headers, are also essential.
Keyword research
Competitor keyword research involves studying the words and phrases used by your rivals to rank on search engines. These words and phrases tell you what potential customers search for and how your competitors connect with them online. SEO competitor analysis services include a detailed examination of keyword terms.
Consultants who offer SEO competitor anlaysis services use advanced tools like Ahrefs and their expertise to conduct a keyword gap analysis. This is like discovering what ingredients or spices you are missing in your recipe compared to competitors. Professionals find keywords that competitors are ranking for that you are not currently using.
This analysis highlights opportunities to improve your website’s SEO strategy to attract more traffic. Filling these gaps helps you reach a wider and more diverse audience.
Content gap analysis
Content gap analysis involves identifying topics or areas your competitors cover, but you do not. A gap analysis reveals missed opportunities to attract and engage your audience.
SEO consultants use specialized tools and techniques to review competitors’ content. Then they assess topics, content types, and audience responsiveness. Having a consultant is like having a guide who knows the landscape well and can point out all the areas you have not yet explored.
With a content gap analysis, you can:
- Attract a wider audience.
- Boost search engine rankings.
- Establish online authority and trust.
- Enhance user engagement with your brand.
Competitor backlink analysis
Getting backlinks is an effective way to increase your website’s organic search engine rankings. Looking at competitors’ backlinks shows you the link-building strategies they use. You can get a sense of the quality of backlinks needed to rank well in search results (SERPs) and how many you might need.
Social media review
A brand's social media presence can enhance its visibility and search engine rankings. A social media review isn't the first thing you think of when you're looking for SEO competitor analysis services. But competitors' social media profiles reveal the content they use to reach potential customers online.
Performing a social media review for SEO involves several steps:
Identify competitors’ social media channels: Find out which social media platforms competitors use.
Do a content analysis: Observe the types of content they post. Are they sharing blog posts, videos, infographics, or user-generated content?
Engagement and interaction: Assess how they interact with their audience. Do they respond to comments and messages? How do they handle customer service inquiries or negative feedback?
Hashtag and keyword usage: Look at the hashtags and keywords they use in their posts. This can reveal insights into their SEO and content strategies.
Audience analysis: Determine the size and nature of their follower base. Are they targeting the same audience or a different segment?
Campaigns and promotions: Note any special campaigns, contests, or promotions they run on social media. These can provide clues about their marketing strategies and how they drive traffic to their website.
Influence and partnerships: Identify any partner influencers or brands. This can provide clues about their networking strategies and brand positioning.
Conducting a social media review reveals how competitors use social media for SEO and website traffic. It also highlights where to improve your social media strategy to gain a competitive edge.
Competitor benchmarks
To create SEO benchmarks, you must set clear, measurable standards based on key performance indicators (KPIs). Benchmarks allow you to compare your website's SEO performance with competitors' sites.
Here's how to benchmark, along with suggested KPIs for each:
1. Identify your competitors
Aim for a mix of top-performing and average-performing competitors for a balanced view.
2. Determine relevant KPIs
Select the metrics that best reflect your SEO goals. Typical KPIs include:
- Organic traffic: Measure the number of visitors coming to your site from search engines. Compare this with your competitors' traffic to understand your market share.
- Keyword rankings: Track where your site ranks for key target keywords compared to competitors. KPIs include average ranking position and a number of keywords in the top 10 search results.
- Backlink profile: Assess the quantity and quality of backlinks. KPIs include the total number of backlinks, referring domains, and the quality (authority) of these links.
- Page load time: Measure your site speed and compare it to competitor sites. If you outperform them, you have an edge.
- User engagement: Determine your content's engagement. Pay attention to bounce rates and average session durations. Lower bounce rates and higher session durations may show that you have more effective content than competitors.
- Domain rating analysis: This metric is subjective, but can help companies assess their website's competitiveness.
Set benchmark goals
Based on your benchmarking exercise, establish achievable yet challenging goals. For example:
- Aim to match or exceed the average organic traffic of your competitors within a set time frame.
- Target improving your average keyword ranking position by a specific number.
- Grow your total backlinks and referring domains to a certain level.
- Enhance your website to load faster than the competitors' average.
- Aim to reduce page load times and increase session duration to better than industry averages.
The key to effective benchmarking is setting goals, tracking progress, and adapting to SEO changes.
Refining your unique selling proposition with SEO competitor analysis services
SEO competitor analysis can transform your unique selling proposition (USP) in powerful ways. In this step, you'll have to use critical (and creative) thinking to uncover insights.
Study your competitors' highest-ranking content. Which benefits resonate with your shared audience?
Notice both their core message and how they present it through headlines and content. Then use these insights strategically. If competitors focus on price, you might emphasize quality or personalized service instead.
When you spot underserved customer needs, build those solutions into your core value proposition.
Note the specific language and terms used in competitors' successful content. This reveals what gets your target audience's attention. Incorporate this language into your USP while maintaining your distinct perspective.
The goal isn't to copy others but to understand the landscape so you can create a unique market position for your brand.
SEO tactics and competitor strategies change over time. So, update your analysis to keep your market position fresh and compelling.
How much do SEO competitor analysis services cost?
The Brand Auditors offers SEO competitor analysis services starting at $1,500.
This service includes:
- Keyword gap analysis
- Link building metrics
- Conversion rate optimization strategies
- Content marketing strategies
The Brand Auditors’ report will also give you recommendations to fix technical errors.
Our custom analysis relies more on human processes rather than software. This enables us to provide much more depth than standard SEO audit services.
How The Brand Auditors is different
The Brand Auditors gives clients a unique advantage. We are digital brand strategists with a strong background in brand positioning, web design, SEO, and digital marketing. So, we can bring a wealth of experience and knowledge to the competitor analysis process. This enables us to deliver deep insights and holistic guidance beyond standard SEO services.
If you’d like to know more, click the button below to schedule a free consultation.
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