What to Analyze on Competitor Sites for SEO

Keeping an eye on competitors is one of the most effective ways to fine-tune your SEO game. Taking a close look at their websites can reveal what’s working for them and, more importantly, where you might have an opportunity to stand out.  This approach not only highlights what works but also gives you ideas on what to do differently to stand out. The problem? With so much data available, it’s easy to feel lost in a sea of metrics and details. 

Where should you begin? Some might say keywords are the top priority, as they give insight into what search terms competitors rank for. Others argue that digging into content structure reveals how they’re engaging their audience, while others swear by examining backlinks and technical SEO for a complete picture.  

This guide is here to make things clearer by breaking down the main areas of competitor SEO analysis into manageable pieces. From understanding which keywords are bringing in the most traffic to exploring the quality of their content and the strength of their backlinks, we’ll cover it all.  

Here’s a straightforward look at the essential elements to analyze on competitor sites so you can enhance your own search rankings and create a strategy that works for you. 

1. Keyword Strategy: Finding the Right Search Terms

Keywords are a cornerstone of any SEO strategy, so it’s crucial to understand which keywords drive traffic to your competitors. Analyzing their keyword choices can help you uncover high-value terms and find keyword gaps. For tips on building your own strategy, look at this Beginner’s Guide to SEO Keyword Research. Here are a few steps to focus on: 

• Primary Keywords: These are the main terms a competitor targets across their site. Primary keywords can give you a good idea of where competitors are focusing their content efforts and what topics are relevant to your audience.
• Long-Tail Keywords: Often more specific and lower in search volume, long-tail keywords (e.g., “affordable digital marketing agency Toronto”) reveal specific user intent. Competitors that perform well on long-tail keywords might be getting targeted traffic that converts better.
• Branded vs. Non-Branded Keywords: Branded keywords include the company name (e.g., “Traffic Soda SEO services”), indicating brand awareness. Competitors ranking well on branded keywords are often seen as trusted brands. Non-branded keywords are more general (e.g., “digital marketing in Toronto”), helping you identify topics without brand bias.

Evaluating these keyword types shows you where competitors may be outpacing you while revealing gaps you can leverage. A smart keyword strategy considers search intent and conversion potential, helping guide users from curiosity to purchase.

2. Content Analysis: Finding What Hits the Mark 

Creating high-quality content is essential for SEO success. Studying what your competitors are putting out there can give you valuable insights into what resonates with your audience. Start by checking out their top-performing pieces—note the topics, formats (think blog posts, videos, infographics), and engagement metrics. Here’s a quick breakdown of what to look for: 

• Types of Content: Are they leaning on blog posts, product guides, tutorials, or case studies? Offering a variety in content types often signals an effort to engage different segments of their audience effectively.
• Quality and Depth: Longer, in-depth content generally ranks better in search results. Examine the quality of writing, level of detail, and readability—this can show if they’re prioritizing SEO with valuable, detailed content.
• Engagement Signals: Metrics like comments, social shares, and time on page are great indicators of audience response. High engagement often means the content is not only relevant but valuable to readers.

Once you’ve got a sense of what’s working, consider where you can take it further. Could you make something even more detailed or engaging, or focus more specifically on your audience’s needs? Running a content gap analysis can help pinpoint these opportunities.  

For ideas on creating content that truly connects, check out Traffic Soda’s article on How Social Media & Content Marketing Work Together to see how aligning content with audience interests can make an impact. 

3. Backlink Profile: Building Authority and Trust 

Backlinks remain one of Google’s top-ranking signals, and knowing where competitors get their backlinks can provide valuable insight. A robust backlink profile generally means a competitor has strong authority and credibility. By analyzing this profile, you can identify potential link-building opportunities. 

• Top Referring Domains: Which high-authority websites are linking to your competitors? These sites may be open to linking to you as well, especially if you offer unique, high-quality content.
• Anchor Text Variability: Review the anchor text competitors use—whether it’s branded, keyword-focused, or generic. The balance of anchor text types can tell you a lot about the credibility and focus of a competitor’s backlink profile.
• Page Types That Get Links: Are product pages or blog posts getting the most backlinks? Knowing this can help you decide where to focus your own backlink strategy.

A thorough backlink analysis can uncover link sources you hadn’t considered and open new outreach opportunities. Having a well-rounded backlink profile helps establish your site as an authoritative resource in your industry. For more strategies on link building, check out Traffic Soda’s What Is Link Building? A Beginner Guide, which covers everything from choosing the right anchor text to finding high-quality linking opportunities.

4. On-Page SEO: Strengthening Each Page’s Performance 

On-page SEO is about refining individual pages to make them rank better and deliver a seamless experience for visitors. Studying how competitors handle on-page elements can help you identify strategies worth implementing on your own site. 

Here’s where to focus: 

• Engaging Titles and Meta Descriptions: High-ranking sites often craft titles and meta descriptions that are concise, compelling, and naturally keyword rich. These elements should be direct and informative, giving search engines and users a clear sense of what the page offers.
• Structured Headings and Subheadings: A well-organized header structure (using H1 for main ideas and H2 for sub-sections) helps improve readability and signals to search engines which sections are most relevant. Notice if competitors align their headings with commonly searched questions or topics.
• Effective Internal Linking: Internal links support SEO and enhance site navigation by guiding users to related content. Competitors with strong internal links often see higher engagement, as visitors are encouraged to explore further.

Optimizing these on-page factors can boost your site’s search visibility and create a better experience for users, leading to more organic traffic and improved performance for each page.

5. Technical SEO: Ensuring Site Health and Accessibility 

Technical SEO forms the backbone of a well-optimized site, helping search engines properly access, crawl, and interpret your pages. Reviewing the technical SEO of competitor sites can give you a better sense of where your own site might improve. 

Here are key areas to focus on: 

• Site Speed: Tools like Google PageSpeed Insights can reveal how quickly competitor pages load. Faster load times improve user experience and often lead to better rankings, so speeding up your own site can be a big win.
• Mobile Optimization: With the majority of users browsing on mobile, having a mobile-friendly site is essential. Check if competitors’ sites are fully optimized for mobile devices and ensure yours offers a seamless experience across screens.
• Core Web Vitals: Core Web Vitals measure page performance based on metrics like loading speed, responsiveness, and visual stability. These factors are increasingly critical for ranking, so see how competitors are handling them to guide your own optimization.

Focusing on these technical SEO aspects can strengthen your site’s foundation, improving accessibility, usability, and ultimately, search rankings. 

6. Social Media Signals: Gauging Audience Engagement 

Social media engagement isn’t a direct ranking factor, but it can indirectly impact SEO by boosting brand visibility and driving traffic. Many users discover content through social media, so a strong social presence can amplify your SEO efforts. Analyze your competitors’ social media activities to see what resonates with their audience. 

Consider the following: 

• Platform Usage: Are competitors focusing on Instagram, LinkedIn, or Twitter? Understanding where they’re active can help you determine where your own audience might be most engaged.
• Engagement Rates: Do their posts get likes, shares, comments, or other interactions? High engagement indicates that the content is relevant and valuable to their audience.
• Content Style: Note whether their social content is primarily promotional, educational, or entertaining. This can provide insight into the kind of tone that resonates with their followers.

By analyzing competitors’ social media presence, you can improve your own social strategy, aligning it with SEO goals to boost visibility and traffic. 

Elevating Your SEO Strategy with Competitor Insights  

The world of SEO keeps evolving and staying competitive means continuous improvement. Looking into what competitors are doing on their websites can provide valuable insights. By observing their keywords, content approach, backlinks, on-page SEO, technical setup, and social engagement, you’ll gain ideas for strengthening your own strategy. Consider these key areas:

1. Keywords and Content Style: Identify the keywords they target and the tone or format they use, whether it’s blogs, videos, or infographics. Seeing what works for them can give you ideas for reaching your audience.
2. Backlinks and On-Page Elements: Competitors’ backlink profiles often boost their authority. Study their meta descriptions, headings, and how they use keywords to optimize your own site.
3. Technical Structure: Explore how they address site speed, mobile optimization, and structure. This ensures smooth access and better usability for visitors.
4. Social Media Presence: Noticing how often they post and what gets high engagement can help shape your own social strategy, boosting your reach and audience interaction.

These insights allow you to make data-driven changes that help your site stand out. It’s not about copying; it’s about taking what works and making it better for your audience. 

Ready to boost your SEO? Contact Traffic Soda to learn how competitor insights can help improve your site’s visibility and performance.