How can you analyze competitors and improve your rankings?

To analyze competitors, start with the search results for your target keywords. Identify topics that competitors rank for but you have not yet covered, then prioritize improvements based on search intent, business relevance, and competition. The goal is not to copy competitors, but to use those differences to identify content you need to add and pages you need to improve. This can help identify opportunities for improvement, but it does not guarantee higher rankings. A competitor’s higher ranking alone does not prove that a particular tactic works, either.

Identify competitors in search results, then map keyword gaps

Your competitors in search results are not always companies selling the same products. A 2021 article by Neil Patel gives the example of a website selling vegan hiking socks that may also compete with lifestyle blogs for search visibility. Start by checking which websites rank for your target terms, then select those directly relevant to your subject matter for analysis.

A 2016 article by Screaming Frog outlines a spreadsheet approach: export the keywords competitors rank for and compare them with your own data, keyword by keyword. You can include the following columns:

• Keyword and search volume.
• Your rankings and those of each competing website.
• Content topics worth adding.

First, shortlist terms for which the spreadsheet shows competitor rankings but no ranking for your website. If competitors cover many different subject areas, exclude topics unrelated to your business. For general content gap research, you can also remove competitors’ branded terms first so you do not mistake demand for their brands for an opportunity for your business.

Search volume does not necessarily make a keyword worth pursuing

A 2025 article by Backlinko notes that the same keyword can have different business value for different companies. When evaluating keywords, ask: Can your product or service meet the searcher’s needs? Even if the page attracts traffic, is there a reasonable chance that visitors will convert? If your offering is only loosely related to the topic and cannot meet the need, you should not pursue the keyword merely because a competitor ranks well.

Next, examine the search results for the shortlisted terms. A 2026 article by Neil Patel points out that if the top results are all detailed comparison guides while you are planning a product page, your content format may not match search intent. In that case, first assess whether you can create suitable content rather than simply adding more keywords to the product page.

Search volume and keyword difficulty can guide your selection, but there are no universal cutoffs. Low-volume terms that reflect clear needs may still be valuable. If the top results are all major media outlets with a substantial backlink advantage over your website, adjust your targets or reassess how long ranking improvements may take.

Turn your comparisons into specific improvements

Once you have selected candidate keywords, check whether you lack relevant content or already have a page that needs improvement. Plan new content to fill any gaps. For existing pages, compare them with competitors’ pages point by point rather than attributing every ranking gap to the same factor.

At Procrustes, our content services turn the questions customers genuinely care about into articles, with ongoing planning, writing, and updates.

In a 2016 tool overview, awoo recommends prioritizing areas where you have substantial room for improvement, as well as details that competitors handle well and you have yet to match. For example, if your title is less clear than a competitor’s, add it to your list of items to review and revise. This is guidance for prioritizing work, not a current search engine rule.

Do not focus solely on ranking positions, either. A 2026 article by Seer Interactive notes that even if your ranking stays the same, competitors newly appearing on the first page of search results may take a share of clicks by offering more appealing content or search snippets. Study what works well in their presentation, then test changes suited to your own website rather than assuming that imitation will work.