Master the art of SEO Competitive Analysis in just a few steps

Best SEO agency optimize 360

Through our SEO Agency Optimize 360

on the theme SEO KPIs


In the world of SEO, having an effective strategy is essential if you want to stand out in the search engine results.

One of the most effective ways of optimising your online presence is to carry out an online survey. SEO competitive analysis.

This in-depth study enables you to understand and assess your competitors' strengths and weaknesses, so that you can adjust your own approach and achieve better results.

Find out from our SEO Agency how to carry out this crucial task by following these key steps.

long-tail keywords

Identify the key areas to be analysed

Before starting the SEO competitive analysis, it is crucial to determine the specific elements you wish to investigate. Here are some important areas:

  • Company positioning in its semantic competitive universe: who are my semantic competitors?
  • Keywords Which keywords do your competitors rank for?
  • Content What type of content attracts the attention of your competitors' users?
  • Backlinks What are the sources of inbound links to your competitors' sites?
  • Social networks What is the social presence of your competitors and their influence on their communities?
  • Site structure How do your competitors structure their sites to make navigation and use easier?user experience ?
  • SEO techniques What optimisation techniques are your competitors using on their sites?

Select your competitors wisely

To carry out a relevant competitive analysis, it is crucial to carefully select the competitors to be analysed. It is preferable to select companies who operate in the same business sector and/or that target similar keywords. There are several ways of identifying these competitors:

  • Analyse the search engine results for the keywords you are targeting.
  • Use specialised online tools to research specific competitors.
  • Ask people around you or carry out a competitive intelligence in your sector of activity.

Don't confine yourself to analysing direct competitors, but also consider indirect players and new companies likely to expand their online presence rapidly.

Analysing competitors' keywords for a good SEO competitive analysis

Once you have determined your areas of analysis and your competitors, the next step is to study the keywords on which they are positioned. This will enable you not only to discover interesting keywords that you hadn't yet considered, but also to understand how your competitors are using them to rank well.

To do this, you can use various online tools such as :

  1. Specialised keyword analysis tools: find out which keywords are used by competing sites and how successful they are.
  2. Browser extensions that provide information about the keywords on a page visited.
  3. SEO software offering specific functions linked to the keywords used by competitors.

Deciphering competitors' content strategies

Content is an essential component of SEO. A crucial stage in the SEO competitive analysis is therefore to scrutinise the content proposed by your competitors. Here are a few aspects to consider:

  • La quality published articles, videos or images: are they relevant, comprehensive and thorough?
  • La frequency publication: how quickly are your competitors producing new content?
  • The formats employees: are they exploring different types of media, such as video, infographics or podcasts?
  • Le style writing style: do they adopt a personal, professional or humorous tone?
  • Le internal networking How are the pages linked together, and are the links relevant to the user?
  • L'interaction with users Do your competitors respond to comments and encourage exchange with their customers? audience ?
  • The shares on social networks: which social platforms are favoured by your competitors?

Analyse the backlinks strategy of competitor sites

Another element not to be overlooked in your SEO competitive analysis is backlinks. These are incoming links from other sites that point to the site under study. Their origin, quality and quantity can have an impact on the popularity of the site in the eyes of search engines such as Google.

To study your competitors' backlinks, you can use online tools that specialise in this task. These programs allow you to see the number of incoming links, where they come from and the quality of the source sites. Don't forget to check the anchor text of links, which gives valuable information about the keywords targeted by your competitors.

Drawing on best practice to improve your own strategy

Once the competitive analysis is complete, it's time to use it to improve your own SEO strategy.

Don't hesitate to pick up on your competitors' strengths, while avoiding their mistakes or weaknesses.

By combining best practices, you'll be able to optimise your online presence and improve your ranking in search engine results.

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About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs. Now a recognised specialist in SEO and natural referencing in France and Europe
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