How can you research competitors’ successful pages?

When researching competitors’ successful pages, first define “success”: are you looking for content that attracts search traffic, helps readers shortlist products, or earns external links? Then select pages that match your goal and compare their audiences, angles, structure, and credibility, rather than copying the top-ranking article. Rankings, traffic, and links each answer different questions; none alone establishes that a page generates more sales. (S1, S4, S14, S15)

Define success before choosing your metrics

Choose SEO metrics that align with your website’s goals rather than focusing solely on keyword rankings. This principle appears in the course introduction in S1 as planning guidance, not an official search engine rule. Start by grouping your research by purpose:

• Search visibility and traffic: Examine rankings for target keywords and pages with high organic search traffic. Distinguish between branded and non-branded keywords to identify which types of searches drive most of the traffic. (S6)
• Tasks along the buying journey: Distinguish comparison content that helps readers shortlist products from educational content that builds familiarity. They serve different stages of the buying journey, so traffic alone is not a suitable basis for judging which performs better. (S14)
• Attracting external citations: Look at which pages earn links, how many distinct websites those links come from, and what types of sources link to them, rather than simply recording the total number of links. (S2)

Select pages worth a close read from two or three competitors

Following S6’s suggestion, start with two or three competitors and list their top pages by organic search traffic. Add topics they rank for that you have not yet covered to create a list for further research. If your goal is search traffic, S4 recommends prioritizing pages that rank in the top ten for your target keywords and attract substantial traffic. If your goal is earning links, select a separate set of pages that attract more links so you do not confuse these two kinds of success.

For example, when researching customer service software, do not put “product comparisons” and “what is customer retention” in the same group for comparison. The former helps readers shortlist products, while the latter focuses more on education and building familiarity. Identify each page’s task first, then compare how pages in the same group accomplish that task. (S14)

Compare content approaches without mistaking shared features for causes of success

• Audience and angle: Does the article address first-time buyers or professionals? Does it take a clear position or offer a neutral overview? Identify needs you could better address. (S4)
• Titles and structure: Record the keywords and terms that identify the intended audience in titles, along with the subtopics covered by headings at each level. Check whether each page uses step-by-step instructions, comparison tables, or original data. (S4)
• Credibility: Check whether authors have relevant credentials and whether the content cites original sources, proprietary data, or expert statements. (S4)

If several high-ranking pages use similar structures, that is worth noting, but it does not prove that those structures caused the high rankings. You may not be able to see competitors’ budget allocations or their strategies at different stages. Use your findings to establish benchmarks, identify content gaps, and find ways to differentiate your content. Do not treat visible features as a formula that guarantees success. (S7, S11)