SEO Content: Competitor Research

Guides competitor research for SEO, content, backlinks, and positioning. Use when planning content, auditing articles, building links, or evaluating market position.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Research Types

| Type | Purpose | Output | |------|---------|--------| | Keyword/topic | Topics competitors rank for; gaps | Keyword opportunities; content ideas | | Content | Structure, length, gaps vs top rankers | Length target; H2 structure; content gaps | | Backlink | Link profile; sites linking to competitors | Link gap; outreach targets | | Pricing | Competitor pricing, positioning | Pricing context; differentiation | | SEO metrics | Organic traffic, rankings vs competitors | Benchmark; opportunity areas |

Competitor Keyword / Topic Analysis

| Method | Practice | |--------|----------| | Reverse engineering | Analyze competitor titles, H1, URL; identify topics they rank for | | SERP overlap | Keywords with overlapping top-ranking pages → same cluster; #4–10 = opportunity | | site: operator | site:competitor.com to see indexed pages | | Tool | Ahrefs, Semrush—competitor keyword overlap, gap analysis |

Output: Keyword opportunities; topics competitors cover that you don't.

Competitor Content Analysis

| Element | Check | |---------|-------| | Word count | Top 10 average; length target for your content | | H2 structure | Topics covered; structure to adopt | | Content gaps | What top rankers cover that you miss | | Keyword placement | Primary keyword in title, H1, first 100 words | | Format | Lists, tables, FAQ; match or improve |

Use when: Auditing or creating articles; see article-page-generator for Research Phase integration.

Competitor Article Fetch Workflow (for Article Analysis)

When analyzing or auditing a single article, use this lightweight workflow to obtain competitor articles:

Obtain URLs: From user, project-context Section 11, or web search for "[target keyword]" to find top-ranking pages
Fetch content: Use mcp_web_fetch or WebSearch to fetch 2–3 top-ranking pages
Analyze: Word count, H2 structure, keyword placement, content gaps, CTA, schema
Output: Competitor URLs, brief structure comparison, content gaps, length target, keyword opportunities

Output format: Competitor URLs; word count and H2 structure per URL; content gaps vs your article; recommended length target; keyword opportunities (terms top rankers use that your article misses).

Competitor Backlink Analysis

| Action | Purpose | |--------|---------| | Compare profiles | Your backlinks vs competitors | | Link gap | Sites linking to competitors but not you | | Opportunity | Outreach to those sites; content they might link to |

Tools: Ahrefs, Semrush—Link Intersect, competitor backlink reports. See backlink-analysis.

Competitor Pricing

| Use | Practice | |-----|----------| | Positioning | Where you sit vs competitors | | Differentiation | Value prop when price differs | | Alternatives pages | Who to include; how to position |

See pricing-strategy, alternatives-page-generator.

Data Sources

| Source | Use | |--------|-----| | SimilarWeb | Traffic, engagement, traffic sources by domain | | Ahrefs | Competitor domains, backlinks, DR | | SEMrush | Organic competitors, traffic share | | GA | Referral traffic, acquisition by source | | PostHog | Competitor feature usage (if tracked) |

Report Workflow

Parse — Read Excel/CSV, infer domain, visits, traffic sources, etc. from headers
Enrich — Web search, visit competitor sites; read project-context.md if present
Build — Structure data for report
Generate — Output report in chosen format

Output Format

Competitors identified
Research type (keyword, content, backlink, pricing)
Findings (gaps, opportunities, benchmarks)
Recommendations (content to create, links to pursue, positioning)

Report Structure Reference

| Section | Content | |---------|---------| | Executive Summary | Key findings (top 3), top 3 recommendations | | Competitor Overview | Competitor, category, market position, key strength | | Product Comparison | Feature/capability vs Us vs Competitors | | SWOT Analysis | Our strengths/weaknesses/opportunities/threats; competitor deep dives | | Marketing & Messaging | Value prop, target audience, key channels | | Gaps & Opportunities | Gap, opportunity, priority | | Prioritized Recommendations | Recommendation, impact, effort, owner |

Related Skills

keyword-research: Competitor reverse; keyword discovery
article-page-generator: Competitor article analysis in Research Phase
content-strategy: Competitor analysis for topic mapping
content-optimization: Competitor length and structure as reference
backlink-analysis: Competitor backlink comparison; link gap
seo-monitoring: Competitive comparison; organic vs competitors
alternatives-page-generator: Competitor selection; comparison framing
migration-page-generator: Competitor migration paths
pricing-strategy: Competitor pricing context
affiliate-marketing: Find affiliates promoting competitors
directories: Competitor info for directory submissions

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