Competitive analysis
Identify search competitors
Search a representative set of priority queries and record recurring domains and page types. Direct competitors, directories, and publishers may compete for different searches.
The starting point
Before you begin.
A business competitor is not always a search competitor. A directory, a local provider, a video, or a publisher may appear for different parts of the same customer journey.
The process
How to put it into practice.
- Choose a small representative set of service and information searches.
- Record recurring domains, locations, and page types appearing in the results.
- Compare the pages that answer the same customer need, not just familiar company names.
Select a representative set of searches by service and location. Record the result type, recurring domains, page purpose, and any map or shopping features. Compare only the pages that satisfy a need you can serve, then identify what information would make your own page more useful.
A practical example
What this could look like.
A local service provider may compete with a map listing, a directory, and an educational publisher for different searches.
Review the work.
Keep the evidence behind your decision: the pages you checked, the date range, the data source, and any assumptions. If you make a change, record what changed and check it again using the same method where possible.
Search visibility can move for many reasons, so compare relevant periods and avoid attributing an inquiry or ranking change to one action without supporting evidence.
What to keep in mind.
A search result is a snapshot; personalization, location, and time can change what appears.
Common questions
Frequently asked questions.
Should I compare my site with every large website in search?
No. Focus on results relevant to your customers and on improvements you can realistically make. A directory may serve a different purpose from your service page.
How often should I review search competitors?
Revisit the comparison when entering a market, planning important pages, or seeing a meaningful change in results. There is no universal schedule.
What to do next.
Choose one relevant page or question, document what you find, and agree on the next action before expanding the work. Review the result using the data available to your business.
For the fundamentals, read what SEO is and how it works. If you need hands-on help, explore my SEO services.