Competitor Analysis

This skill provides comprehensive analysis of competitor SEO and GEO strategies, revealing what's working in your market and identifying opportunities to outperform the competition.

When to Use This Skill

Entering a new market or niche
Planning content strategy based on competitor success
Understanding why competitors rank higher
Finding backlink and partnership opportunities
Identifying content gaps competitors are missing
Analyzing competitor AI citation strategies
Benchmarking your SEO performance

What This Skill Does

Keyword Analysis: Identifies keywords competitors rank for
Content Audit: Analyzes competitor content strategies and formats
Backlink Profiling: Reviews competitor link-building approaches
Technical Assessment: Evaluates competitor site health
GEO Analysis: Identifies how competitors appear in AI responses
Gap Identification: Finds opportunities competitors miss
Strategy Extraction: Reveals actionable insights from competitor success

How to Use

Basic Competitor Analysis

Analyze SEO strategy for [competitor URL]

Compare my site [URL] against [competitor 1], [competitor 2], [competitor 3]

Specific Analysis

What content is driving the most traffic for [competitor]?

Analyze why [competitor] ranks #1 for [keyword]

GEO-Focused Analysis

How is [competitor] getting cited in AI responses? What can I learn?

Data Sources

See CONNECTORS.md for tool category placeholders.

With ~~SEO tool + ~~analytics + ~~AI monitor connected: Automatically pull competitor keyword rankings, backlink profiles, top performing content, domain authority metrics from ~~SEO tool. Compare against your site's metrics from ~~analytics and ~~search console. Check AI citation patterns for both your site and competitors using ~~AI monitor.

With manual data only: Ask the user to provide:

Competitor URLs to analyze (2-5 recommended)
Your own site URL and current metrics (traffic, rankings if known)
Industry or niche context
Specific aspects to focus on (keywords, content, backlinks, etc.)
Any known competitor strengths or weaknesses

Proceed with the full analysis using provided data. Note in the output which metrics are from automated collection vs. user-provided data.

Instructions

When a user requests competitor analysis:

Identify Competitors

If not specified, help identify competitors:

### Competitor Identification Framework

**Direct Competitors** (same product/service)
- Search "[your main keyword]" and note top 5 organic results
- Check who's advertising for your keywords
- Ask: Who do customers compare you to?

**Indirect Competitors** (different solution, same problem)
- Search problem-focused keywords
- Look at alternative solutions

**Content Competitors** (compete for same keywords)
- May not sell same product
- Rank for your target keywords
- Include media sites, blogs, aggregators

Gather Competitor Data

For each competitor, collect:

## Competitor Profile: [Name]

**Basic Info**
- URL: [website]
- Domain Age: [years]
- Estimated Traffic: [monthly visits]
- Domain Authority/Rating: [score]

**Business Model**
- Type: [SaaS/E-commerce/Content/etc.]
- Target Audience: [description]
- Key Offerings: [products/services]

Analyze Keyword Rankings

### Keyword Analysis: [Competitor]

**Total Keywords Ranking**: [X]
**Keywords in Top 10**: [X]
**Keywords in Top 3**: [X]

#### Top Performing Keywords

| Keyword | Position | Volume | Traffic Est. | Page |
|---------|----------|--------|--------------|------|
| [kw 1] | [pos] | [vol] | [traffic] | [url] |
| [kw 2] | [pos] | [vol] | [traffic] | [url] |

#### Keyword Distribution by Intent

- Informational: [X]% ([keywords])
- Commercial: [X]% ([keywords])  
- Transactional: [X]% ([keywords])
- Navigational: [X]% ([keywords])

#### Keyword Gaps (They rank, you don't)

| Keyword | Their Position | Volume | Opportunity |
|---------|----------------|--------|-------------|
| [kw 1] | [pos] | [vol] | [analysis] |

Audit Content Strategy

### Content Analysis: [Competitor]

**Content Volume**
- Total Pages: [X]
- Blog Posts: [X]
- Landing Pages: [X]
- Resource Pages: [X]

**Content Performance**

#### Top Performing Content

| Title | URL | Est. Traffic | Keywords | Backlinks |
|-------|-----|--------------|----------|-----------|
| [title 1] | [url] | [traffic] | [X] | [X] |

**Content Patterns**

- Average word count: [X] words
- Publishing frequency: [X] posts/month
- Content formats used:
  - Blog posts: [X]%
  - Guides/tutorials: [X]%
  - Case studies: [X]%
  - Tools/calculators: [X]%
  - Videos: [X]%

**Content Themes**

| Theme | # Articles | Combined Traffic |
|-------|------------|------------------|
| [theme 1] | [X] | [traffic] |
| [theme 2] | [X] | [traffic] |

**What Makes Their Content Successful**

1. [Success factor 1 with example]
2. [Success factor 2 with example]
3. [Success factor 3 with example]

Analyze Backlink Profile

### Backlink Analysis: [Competitor]

**Overview**
- Total Backlinks: [X]
- Referring Domains: [X]
- Domain Rating: [X]

**Link Quality Distribution**
- High Authority (DR 70+): [X]%
- Medium Authority (DR 30-69): [X]%
- Low Authority (DR <30): [X]%

**Top Linking Domains**

| Domain | DR | Link Type | Target Page |
|--------|-----|-----------|-------------|
| [domain 1] | [DR] | [type] | [page] |

**Link Acquisition Patterns**

- Guest posts: [X]%
- Editorial/organic: [X]%
- Resource pages: [X]%
- Directories: [X]%
- Other: [X]%

**Linkable Assets (Content attracting links)**

| Asset | Type | Backlinks | Why It Works |
|-------|------|-----------|--------------|
| [asset 1] | [type] | [X] | [reason] |

Technical SEO Assessment

### Technical Analysis: [Competitor]

**Site Performance**
- Core Web Vitals: [Pass/Fail]
- LCP: [X]s
- FID: [X]ms
- CLS: [X]
- Mobile-friendly: [Yes/No]

**Site Structure**
- Site architecture depth: [X] levels
- Internal linking quality: [Rating]
- URL structure: [Clean/Messy]
- Sitemap present: [Yes/No]

**Technical Strengths**
1. [Strength 1]
2. [Strength 2]

**Technical Weaknesses**
1. [Weakness 1]
2. [Weakness 2]

GEO/AI Citation Analysis

### GEO Analysis: [Competitor]

**AI Visibility Assessment**

Test competitor content in AI systems for relevant queries:

| Query | AI Mentions Competitor? | What's Cited | Why |
|-------|------------------------|--------------|-----|
| [query 1] | Yes/No | [content] | [reason] |
| [query 2] | Yes/No | [content] | [reason] |

**GEO Strategies Observed**

1. **Clear Definitions**
   - Example: [quote from their content]
   - Effectiveness: [rating]

2. **Quotable Statistics**
   - Example: [quote from their content]
   - Effectiveness: [rating]

3. **Q&A Format Content**
   - Examples found: [X] pages
   - Topics covered: [list]

4. **Authority Signals**
   - Expert authorship: [Yes/No]
   - Citations to sources: [Yes/No]
   - Original research: [Yes/No]

**GEO Opportunities They're Missing**

| Topic | Why Missing | Your Opportunity |
|-------|-------------|------------------|
| [topic 1] | [reason] | [action] |

Synthesize Competitive Intelligence

# Competitive Analysis Report

**Analysis Date**: [Date]
**Competitors Analyzed**: [List]
**Your Site**: [URL]

## Executive Summary

[2-3 paragraph overview of key findings and recommendations]

## Competitive Landscape

| Metric | You | Competitor 1 | Competitor 2 | Competitor 3 |
|--------|-----|--------------|--------------|--------------|
| Domain Authority | [X] | [X] | [X] | [X] |
| Organic Traffic | [X] | [X] | [X] | [X] |
| Keywords Top 10 | [X] | [X] | [X] | [X] |
| Backlinks | [X] | [X] | [X] | [X] |
| Content Pages | [X] | [X] | [X] | [X] |

**Domain Authority Comparison (Recommended)**

When domain-level comparison is needed, run the [domain-authority-auditor](../../cross-cutting/domain-authority-auditor/) for each competitor to get CITE scores:

| Domain | CITE Score | C (Citation) | I (Identity) | T (Trust) | E (Eminence) | Veto |
|--------|-----------|-------------|-------------|----------|-------------|------|
| Your domain | [score] | [score] | [score] | [score] | [score] | [pass/fail] |
| Competitor 1 | [score] | [score] | [score] | [score] | [score] | [pass/fail] |
| Competitor 2 | [score] | [score] | [score] | [score] | [score] | [pass/fail] |

This reveals domain authority gaps that inform link building and brand strategy beyond keyword-level competition.

## Competitor Strengths to Learn From

### [Competitor 1]
- **Strength**: [description]
- **Why It Works**: [analysis]
- **How to Apply**: [action item]

[Repeat for each competitor]

## Competitor Weaknesses to Exploit

### Gap 1: [Description]
- Who's weak: [competitors]
- Opportunity size: [estimate]
- Recommended action: [specific steps]

[Repeat for each gap]

## Keyword Opportunities

### Keywords to Target (Competitor overlap)
| Keyword | Volume | Avg Position | Best Strategy |
|---------|--------|--------------|---------------|
| [kw] | [vol] | [pos] | [strategy] |

### Untapped Keywords (No competitor coverage)
| Keyword | Volume | Difficulty | Opportunity |
|---------|--------|------------|-------------|
| [kw] | [vol] | [diff] | [description] |

## Content Strategy Recommendations

Based on competitor analysis:

1. **Create**: [Content type] about [topic] because [reason]
2. **Improve**: [Existing content] to match/exceed [competitor content]
3. **Promote**: [Content] to sites like [competitor's link sources]

## Action Plan

### Immediate (This Week)
1. [Action item]
2. [Action item]

### Short-term (This Month)
1. [Action item]
2. [Action item]

### Long-term (This Quarter)
1. [Action item]
2. [Action item]

Validation Checkpoints

Input Validation

Competitor URLs verified as relevant to your niche
Analysis scope defined (comprehensive or specific focus area)
Your own site metrics available for comparison
Minimum 2-3 competitors identified for meaningful patterns

Output Validation

Every recommendation cites specific data points (not generic advice)
Competitor strengths backed by measurable evidence (metrics, rankings)
Opportunities based on identifiable gaps, not assumptions
Action plan items are specific and actionable (not vague strategies)
Source of each data point clearly stated (~~SEO tool data, ~~analytics data, ~~AI monitor data, user-provided, or estimated)

Example

User: "Analyze why HubSpot ranks so well for marketing-related keywords"

Output:

# Competitive Analysis: HubSpot

## SEO Strategy Overview

HubSpot dominates marketing keywords through a combination of:
1. **Massive content moat** - 10,000+ blog posts
2. **Free tools as linkbait** - Website grader, email signature generator
3. **Educational brand** - Academy, certifications, courses
4. **Topic cluster model** - Pioneered the pillar/cluster approach

## What Makes Them Successful

### Content Strategy

**Publishing Volume**: 50-100 posts/month
**Average Word Count**: 2,500+ words
**Content Types**:
- In-depth guides (35%)
- How-to tutorials (25%)
- Templates & examples (20%)
- Data/research (10%)
- Tools & calculators (10%)

**Top Performing Content Pattern**:
1. Ultimate guides on broad topics
2. Free templates with email gate
3. Statistics roundup posts
4. Definition posts ("What is [term]")

### GEO Success Factors

HubSpot appears in AI responses frequently because:

1. **Clear definitions** at the start of every post
   > "Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them."

2. **Quotable statistics**
   > "Companies that blog get 55% more website visitors"

3. **Comprehensive coverage** - AI trusts their authority

### Linkable Assets

| Asset | Backlinks | Why It Works |
|-------|-----------|--------------|
| Website Grader | 45,000+ | Free, instant value |
| Marketing Statistics | 12,000+ | Quotable reference |
| Blog Ideas Generator | 8,500+ | Solves real problem |

## Weaknesses to Exploit

1. **Content becoming dated** - Many posts 3+ years old
2. **Generic advice** - Lacks industry-specific depth
3. **Enterprise focus** - Underserves solopreneurs
4. **Slow innovation** - Same formats for years

## Your Opportunities

1. Create more specific, niche content they can't cover
2. Target long-tail keywords they ignore
3. Build interactive tools in emerging areas
4. Add original research they don't have
5. Focus on GEO-optimized definitions in your niche

Advanced Analysis Types

Content Gap Analysis

Show me content [competitor] has that I don't, sorted by traffic potential

Link Intersection

Find sites linking to [competitor 1] AND [competitor 2] but not me

SERP Feature Analysis

What SERP features do competitors win? (Featured snippets, PAA, etc.)

Historical Tracking

How has [competitor]'s SEO strategy evolved over the past year?

Tips for Success

Analyze 3-5 competitors for comprehensive view
Include indirect competitors - they often have innovative approaches
Look beyond rankings - analyze content quality, user experience
Study their failures - avoid their mistakes
Monitor regularly - competitor strategies evolve
Focus on actionable insights - what can you actually implement?

Messaging Comparison Framework

Messaging Matrix

Compare competitor messaging across key dimensions:

Dimension	Your Site	Competitor A	Competitor B	Competitor C
Core value proposition
Primary CTA
Hero headline
Tone/Voice
Key differentiator claim
Social proof type
Category framing
Target audience signal

Narrative Analysis Framework

For each competitor, identify their story arc:

Element	Description	How to Identify
Villain	Problem or enemy they position against	Homepage hero, "why us" page — what status quo do they attack?
Hero	Who is the hero in their story	Customer stories, case studies — is the hero the customer or the product?
Transformation	What before/after do they promise	Results pages, testimonials — what measurable change?
Stakes	What happens if you don't act	Risk messaging, urgency signals — FOMO or loss framing?

Value Proposition Comparison

For each competitor, extract:

**[Competitor Name]**
- Promise: what they promise the customer will achieve
- Evidence: how they prove it (data, testimonials, demos)
- Mechanism: how their product delivers (the "how it works")
- Uniqueness: what they claim only they can do

Positioning Strategy Frameworks

Positioning Map (2x2 Matrix)

Plot competitors on key dimension pairs:

Axis Pair	Best For
Price vs. Capability	Understanding market tiers
Ease of Use vs. Power	Evaluating UX tradeoffs
SMB vs. Enterprise Focus	Identifying segment gaps
Point Solution vs. Platform	Finding positioning space
Established vs. Innovative	Timing market entry

Positioning Statement Reverse-Engineering

For each competitor, reconstruct their implicit positioning:

For [target audience], [product] is the [category] that [key benefit] because [reason to believe].

Competitive Battlecard Template

Quick Reference Card Structure

Section	Content
Overview	One-sentence description + target customer + pricing model
Their Pitch	Tagline + top 3 claimed differentiators
Strengths	Where they genuinely compete well (be honest)
Weaknesses	Consistent complaints from reviews, technical limitations
Your Differentiators	3-5 specific ways you're different, with proof
Objection Handling	"If they say X → respond with Y" table
Landmines to Set	Questions that highlight your advantages
Win/Loss Themes	Common reasons deals are won/lost against them

Reference Materials

Battlecard Template — Quick-reference competitive battlecard for sales and marketing teams
Positioning Frameworks — Positioning maps, strategy matrices, and differentiation frameworks

Related Skills

domain-authority-auditor — Compare CITE domain authority scores across competitors for domain-level benchmarking
keyword-research — Research keywords competitors rank for
content-gap-analysis — Find content opportunities
backlink-analyzer — Deep-dive into backlinks
serp-analysis — Understand search result composition
memory-management — Store competitor data in project memory
entity-optimizer — Compare entity presence against competitors

competitor-analysis