Competitor Analysis Template
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Find more custom spreadsheet templates & processes here:
JohnReinesch.com
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Getting Started
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1) Make a copy of this sheet. (Please don't request access. It won't be given.)

2) Clear out the data in all "Backlink Import" & "Keyword Import" tabs marked in red.

3) The audit data is a manual process that involves multiple tools listed in the corresponding row.

4) Once you collect all the data for the "Audit Data" tab, and you complete the "Backlink Gap Analysis" and the "Keyword Gap Analysis," you can go over to the "Key Insights" tab and summarize your findings.
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Backlink Gap Analysis
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For this report to populate, head over to https://moz.com/researchtools/ose/.

1) Input your first competitor's domain, then click "Linking Domains" in the left panel.

2) Export the report as a .csv and then paste the results into the "Backlink Import Competitor 1-4" tabs marked in red.

3) Repeat the process for competitors 2-4.

4) Repeat the process for your own site and paste the .csv into the "Backlink Import - Your Site" tab.

5) Now, the "Backlink Gap Analysis" Tab marked in green should be fully populated.

6) Right click on all of the "Backlink Import" tabs marked in red and "hide" them to clean up your sheet.
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Keyword Gap Analysis
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To get this report to populate you need to head over to SEMrush's Organic Research Report here: https://www.semrush.com/info/empty/domain_organic/

1) Input your competitors domain then scroll down to "Organic Research Positions" and click "Export" all the way on the right.

2) Export the report as a .csv and then paste the results into the "Keyword Import Competitor 1-4" tabs marked in red.

3) Repest the process for competitor 2-4.

4) Repeat the process for your own site as well and paste the .csv into the "Keyword Import - Your Site" tab.

5) Now the "Keyword Gap Analysis" Tab marked in green should be fully populated.

6) Right click on all of the "Keyword Import" tabs marked in red and "hide" them to clean up your sheet.
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Instructions
Key Insights
Audit Data
Backlink Gap Analysis
Keyword Gap Analysis
Backlink Import - Competitor 1
Backlink Import - Competitor 2
Backlink Import - Competitor 3
Backlink Import - Competitor 4
Backlink Import - Your Site
Keyword Import - Competitor 1
Keyword Import - Competitor 2
Keyword Import - Competitor 3
Keyword Import - Competitor 4
Keyword Import - Your Site
data-validation