I use this template to compare a site with three search competitors side by side. It covers authority and traffic, the keywords they rank for that you do not, the pages that bring them the most traffic, and the sites that link to them but not to you.
The aim is not to copy anyone. It is to find the gaps you can realistically close and decide what to do about each one.
What’s included
- Overview: Domain Rating, referring domains, organic keywords, estimated traffic, top pages, content types and publishing frequency
- Strengths and weaknesses: what each competitor does well and where they fall short
- AI search mentions: which sites ChatGPT, Perplexity, Gemini and Google AI Mode mention for your top questions
- Keyword gap: volume, KD, intent and positions, with an automatic Missing, Weaker or Ahead label
- Top pages: each competitor's highest-traffic pages, why they work and your response
- Backlink gap: sites linking to your competitors but not to you, with an outreach angle and status for each
How to use it
- Make your own copy of the sheet in Google Drive.
- Pick three competitors that rank for your priority keywords.
- Fill in the Overview tab using the same tool and country for every site.
- Paste keyword and backlink gap exports into their tabs and review each competitor's top pages.
- Turn the biggest gaps into actions: pages to create or improve, and sites to contact.
Google Sheets
Competitor Analysis
Join my newsletter and make your own editable copy in seconds.
Tips from my client work
- Your search competitors may not be the businesses you compete with for customers. Use the sites that actually rank.
- Third-party traffic figures are estimates. Use them to compare sites, and use Search Console for your own real numbers.
- Start with Missing keywords that have a low KD and clear business value. They are usually the quickest wins.
- Look for sites that link to two or more competitors. They already link to businesses like yours, so they are more likely to say yes.
FAQs
How do I find my SEO competitors?
Search your most important keywords and note which sites keep appearing on page one. Tools such as Ahrefs and Semrush also list organic competitors based on keyword overlap. Pick the three that rank for the most keywords you care about.
Which tools do I need for this template?
A keyword and backlink tool such as Ahrefs or Semrush covers most of the sheet, including the keyword gap and backlink gap exports. You can fill in the content, strengths, weaknesses and AI search rows by hand with a browser and free AI tools.
How often should I run a competitor analysis?
I run a full analysis when I start working on a site, then refresh the keyword gap and top pages every few months. A new competitor appearing in the results, or a sudden drop in your rankings, is also a good reason to run it again.