SEO Competitor Analysis Checklist to Identify Gaps & Elevate Your Rankings

Identify SEO Competitors

List top-ranking sites for your core keywords:
List the domains that consistently rank for your core keywords to pinpoint main rivals for your SEO competitor analysis.

Include both direct business competitors and content competitors:
Include both direct business rivals and content‐focused competitors that dominate SERPs, even if they sell different products.

Separate by primary, secondary, and niche-specific competitors:
Group competitors into primary, secondary, and niche sets so the SEO competitor analysis can focus on the most influential.

Keyword Gap Analysis

Compare shared vs. unique ranking keywords:
Compare shared versus unique ranking keywords to see precisely where rivals beat you.

Identify keywords they rank for that you don’t:
Identify keywords they rank for that you don’t, and flag these gaps in your SEO competitor analysis.

Prioritize high-volume and low-competition gaps:
Focus on high-volume, low-competition gaps to efficiently capture traffic.

Analyze keyword intent (informational, commercial, navigational):
Sort keywords by intent informational, commercial, navigational, so future content aligns with the searcher's needs.

Identify which pages rank for each key topic cluster:
A map that shows which competitor pages own each topic cluster to guide your own cluster depth.

Content Strategy Evaluation

Analyze top-performing content types:
Determine whether competitors rely on blogs, guides, or product pages to win rankings.

Check content depth, structure, and multimedia usage:
Check depth, structure, and use of multimedia to see how their pages satisfy users; document standout tactics in the SEO competitor analysis.

Evaluate the frequency and freshness of content updates:
Note how often they publish and refresh top articles to stay current in SERPs.

Look for use of E-E-A-T signals:
Look for E-E-A-T elements such as author bios and citations that boost trust.

Identify content formats they’re using that you are not:
Record any formats they use (calculators, videos, interactive tools) that are missing from your strategy.

On-Page SEO Comparison

Compare use of title tags, meta descriptions, and H1s:
Review how competitors craft title tags, meta descriptions, and H1s for both keywords and clicks.

Review internal linking structure on key pages:
Examine their internal-link layouts on key pages to understand equity flow.

Analyze keyword usage and semantic coverage:
Assess keyword usage and semantic coverage to gauge topical authority.
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Check use of structured data and schema markup:
See whether they add product, FAQ, or breadcrumb schema, and list findings in the SEO competitor analysis.

Spot-check mobile friendliness and UX:
Spot-check mobile friendliness, navigation, and load speed for UX advantages.

Backlink Profile Audit

Measure total backlinks and referring domains:
Count total backlinks and referring domains to measure external authority.

Evaluate domain authority and link quality:
Evaluate link quality and domain rating rather than raw volume.

Analyze anchor text distribution:
Analyze anchor-text distribution to find branding or over-optimization patterns.

Identify top link-building content/assets:
Identify which pages or assets attract the most backlinks: crucial insight for your SEO competitor analysis.

Find broken links or lost backlinks for reclaiming:
Locate broken or lost backlinks you could reclaim or replace with your own content.

SERP Feature Presence

Check if they appear in featured snippets or “People Also Ask”:
Check if competitors claim featured snippets or People Also Ask boxes; note winning formats.

Look for inclusion in image packs, video results, or local packs:
Look for their presence in image packs, video results, or local packs to inform rich-media tactics.

Track usage of rich results (stars, FAQs, prices, etc.):
Track use of schema that earns stars, FAQs, or prices and boosts CTR.

Identify branded SERP presence (site links, knowledge panels):
Search their brand name to see site links, knowledge panels, and other branded SERP assets.‍

Technical & Site Structure Insights

Compare site architecture and navigation depth:
Compare site architecture depth and navigation to judge crawl efficiency.

Evaluate URL structure and cleanliness:
Review URL cleanliness (short, readable, keyword-rich) versus your own.

Assess page speed and Core Web Vitals scores:
Benchmark their page speed and Core Web Vitals scores; faster sites can gain an edge in rankings.

Look for international or multilingual targeting:
See whether hreflang, regional subfolders, or language subdomains support global reach.

Identify use of CDNs, AMP, or advanced tech (PWA, SSR):
Note any use of CDNs, AMP, PWAs, or SSR that gives them a technical boost in the SEO competitor analysis.

Local SEO (if relevant)

Check Google Business Profile setup and review count:
Evaluate how well their Google Business Profile is filled out and how many reviews they have.

Analyze local keyword rankings and visibility in map packs:
Check map-pack visibility for localized terms and record any ranking gaps.

Monitor NAP consistency and local citation sources:
Verify NAP consistency across directories to understand local trust signals.

Compare localized landing pages and content strategies:
Compare location-specific landing pages and localized content depth.

Content & Link Opportunities

Find high-performing topics they rank for but you don’t cover:
Find high-performing topics they rank for but you haven’t covered; add them to your SEO competitor analysis opportunity list.

Identify their most linked content for inspiration:
Identify their most-linked assets to inspire your next link-worthy content.

Spot link opportunities from their referring domains:
Target referring domains that already link to competitors; outreach with better resources.

Use competitor PR mentions or brand coverage for outreach ideas:
Reverse-engineer PR angles or stories that earned them coverage and adapt for your brand.

Reporting & Action Plan

Document all key gaps and advantages:
Document key gaps and advantages uncovered in the SEO competitor analysis.

Prioritize opportunities by traffic and difficulty:
Rank opportunities by traffic upside versus implementation difficulty.

Build a roadmap for content, link-building, or SERP targeting:
Develop a phased roadmap for new content, link building, or SERP feature targeting.

Revisit the analysis quarterly to stay ahead:
Repeat the analysis quarterly to track shifts in competitor strategy and maintain a competitive edge.

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Maria Harutyunyan

A well-structured approach is the cornerstone of successful SEO. That's why we’ve developed a series of in-depth checklists designed to streamline your SEO strategy. From building high-quality backlinks and optimizing your WordPress site to tackling on-page SEO and technical optimizations, our checklists offer precise, actionable steps to help you confidently navigate every aspect of SEO.

April 3, 2025

SEO Competitor Analysis Checklist to Optimize Strategy & Outrank Rivals