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Last updated: October 29, 2026
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SEO Competitor Analysis (2027): 8 Steps, Tools and a Template
An SEO competitor analysis compares your site with the sites that rank for the keywords you want, so you can see why they rank and what you'd need to beat them. You look at four things: the keywords they rank for, the content that earns those rankings, the backlinks pointing to them, and their technical health. The goal is a short list of actions, such as topics to cover, pages to improve and link opportunities, rather than a long report.
- Your search competitors may differ from your business competitors.
- Main areas: keywords, content, backlinks, technical SEO.
- Keyword gap and backlink gap reports show what competitors have that you don't.
- Tools: Semrush, Ahrefs, SE Ranking, Moz; Google Search Console for your own data.
- Repeat the analysis every quarter.
Step 1: Find your real search competitors
Search your five most important keywords and note which domains appear repeatedly in the top 10. Those are your search competitors, even if they're publishers or directories rather than companies you'd meet in a sales deal. SEO tools also list "organic competitors" based on keyword overlap.
Step 2: Compare overall strength
For each competitor, note their authority score, estimated organic traffic, number of ranking keywords and number of referring domains. This tells you who is within reach and who is far ahead.
| Domain | Authority | Est. organic traffic | Ranking keywords | Referring domains |
|---|---|---|---|---|
| yoursite.com | ||||
| competitor-a.com | ||||
| competitor-b.com | ||||
| competitor-c.com |
Fill this template from your SEO tool. Use the same tool for every row.
Step 3: Run a keyword gap analysis
A keyword gap report lists keywords your competitors rank for and you don't. Filter for:
- Keywords where at least two competitors rank in the top 20.
- Keywords with business value for you.
- Keywords with a difficulty your site can handle (see keyword difficulty).
The result is a list of content ideas with proof that they bring traffic to sites like yours.
Step 4: Study their top pages
Look at each competitor's pages that get the most organic traffic. Ask:
- What type of page is it: guide, comparison, tool, template, category page?
- How deep is it, and what questions does it answer?
- How is it structured: tables, steps, FAQs, images?
- When was it last updated?
- What does it do better than your page on the same topic?
Step 5: Compare content quality on shared keywords
For keywords where you both rank, put your page and theirs side by side. Check whether they answer the question faster, include original data or examples, cover subtopics you skipped, or show the date and sources. Write down three concrete improvements for each of your pages.
Step 6: Analyze backlinks
A backlink gap report shows sites linking to competitors but not to you. Look for patterns:
| Link source | Example opportunity |
|---|---|
| Directories and listings | Industry and local directories |
| Resource pages | "Best tools" or "useful links" pages |
| Guest articles | Publications in your field |
| Partner pages | Integrations, suppliers, clients |
| Mentions | Articles that mention competitors in round-ups |
Also check which of their pages earn the most links. Original research, free tools and templates often attract links; consider creating something better. See what is a backlink.
Step 7: Check technical SEO
Run a quick crawl or audit of competitor sites and compare speed, mobile usability, structured data and site structure. You won't copy their setup, but it shows whether technical issues are holding you back. Use our technical SEO checklist for your own site.
Step 8: Turn findings into a plan
| Finding | Action | Priority |
|---|---|---|
| Competitors rank for 30 topics you don't cover | Write the 10 with the highest value first | High |
| Their guides include tables and templates | Add them to your top pages | High |
| They have links from 20 directories | List your site in the relevant ones | Medium |
| Their pages are faster on mobile | Compress images, reduce scripts | Medium |
Keep the plan short and review progress monthly.
Tools for SEO competitor analysis
| Tool | Useful reports | Entry price |
|---|---|---|
| Semrush | Domain Overview, Organic Research, Keyword Gap, Backlink Gap | SEO Toolkit $117.33/month (annual), $139 monthly |
| Ahrefs | Site Explorer, Content Gap, Link Intersect | Starter $29/month, Lite $129/month |
| SE Ranking | Competitive Research, Backlink Gap | Core $103.20/month (annual), $129 monthly |
| Moz Pro | Keyword gap, Link Explorer | Standard $99/month, $79 on annual billing |
Semrush has the most complete set of gap reports in one place. SE Ranking costs less and covers most small-business needs. Ahrefs is strongest for backlink analysis. See Ahrefs vs Semrush and best SEO tools.
Run a keyword gap in Semrush → Compare up to five domains side by side · Affiliate link
Doing it on a budget
Without paid tools, you can still learn a lot. Search your keywords manually, note who ranks, read their pages, and check your own performance in Google Search Console. Free plans and trials from Semrush and Ahrefs give limited access to competitor data, which is enough for a first pass.
How often to repeat it
A full analysis every quarter is enough for most small businesses. Between analyses, track rankings for your main keywords so you notice when a competitor overtakes you. See what is rank tracking.
Common mistakes
- Analyzing business rivals that don't actually rank for your keywords.
- Copying competitors' pages instead of improving on them.
- Collecting data without turning it into actions.
- Chasing every keyword in the gap report.
- Ignoring search intent when choosing topics.
Terms explained
- Keyword gap: keywords competitors rank for and you don't.
- Backlink gap: sites linking to competitors but not to you.
- Organic competitor: a site that ranks for many of the same keywords.
- Share of voice: your visibility for a set of keywords compared with competitors.
- Top pages: the pages that bring a site the most organic traffic.
Competitor analysis for local businesses
Search your services with your city name and study the businesses in the map results: their review count, categories, photos and website pages. Local competitors often win on reviews and complete profiles rather than links. See local SEO checklist.
Keeping it ethical
Learn from competitors, but don't copy their content. Create pages that serve readers better with your own examples, data and experience.
Our verdict
An SEO competitor analysis tells you where the opportunities are: topics to cover, pages to improve and links to earn. Start with the sites that actually rank for your keywords, run keyword and backlink gap reports, and end with a short, prioritized plan. Semrush covers every step in one tool; SE Ranking is the budget alternative.
How we compiled this guide
This guide reflects common SEO practice and the reports available in the tools listed. The tables are templates and examples. Prices come from official pricing pages checked October 30, 2026.
FAQ
What is an SEO competitor analysis?
A comparison of your site with sites that rank for your target keywords, covering keywords, content, links and technical health.
How do I find my SEO competitors?
Search your main keywords and note which domains rank repeatedly, or use an organic competitors report.
What is a keyword gap analysis?
A report showing keywords your competitors rank for that you don't.
Can I do competitor analysis for free?
Partly, with manual searches, Google Search Console and the free limits of Semrush and Ahrefs.
How many competitors should I analyze?
Three to five is enough for most sites.
How often should I do it?
Every quarter, plus ongoing rank tracking.
What should I do first after the analysis?
Improve pages that already rank on page two, then create the highest-value missing pages.
What is a content gap?
Topics competitors cover and rank for that your site doesn't cover yet.
Can I analyze competitors without paying for Semrush?
Yes, partly. Search manually, read the ranking pages, use Search Console for your own data, and use the free limits in Semrush or Ahrefs for a first look at competitor keywords and links.
Should I analyze big brands that rank for my keywords?
Note them, but focus your detailed analysis on sites of a similar size that you can realistically outrank.
Sources
Semrush, Ahrefs, SE Ranking and Moz documentation; official pricing pages checked October 30, 2026.