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This Competitor Analysis Checklist, prepared by Loopex Digital, is designed to help optimize and grow your business.
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CheckboxSEO Competitor Analysis ChecklistDescription
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1. Identify SEO Competitors
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List top-ranking sites for your core keywordsList the domains that consistently rank for your core keywords to pinpoint main rivals for your SEO competitor analysis.
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Include both direct business competitors and content competitorsInclude both direct business rivals and content‐focused competitors that dominate SERPs even if they sell different products.
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Separate by primary, secondary, and niche-specific competitorsGroup competitors into primary, secondary, and niche sets so the SEO competitor analysis can focus on the most influential.
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2. Keyword Gap Analysis
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Compare shared vs. unique ranking keywordsCompare shared versus unique ranking keywords to see exactly where rivals beat you.
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Identify keywords they rank for that you don’tIdentify keywords they rank for that you don’t and flag these gaps in your SEO competitor analysis.
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Prioritize high-volume, low-competition gapsPrioritize high-volume, low-competition gaps to capture traffic efficiently.
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Analyze keyword intent (informational, commercial, navigational)Sort keywords by intent, informational, commercial, navigational, so future content lines up with searcher needs.
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Identify which pages rank for each key topic clusterMap which competitor pages own each topic cluster to guide your own cluster depth.
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3. Content Strategy Evaluation
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Analyze top-performing content types (blogs, guides, product pages)Determine whether competitors rely on blogs, guides, or product pages to win rankings.
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Check content depth, structure, and multimedia usageCheck depth, structure, and use of multimedia to see how their pages satisfy users; document standout tactics in the SEO competitor analysis.
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Evaluate frequency and freshness of content updatesNote how often they publish and refresh top articles to stay current in SERPs.
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Look for use of E-E-A-T signals (author bios, citations, expertise)Look for E-E-A-T elements such as author bios and citations that boost trust.
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Identify content formats they’re using that you aren’t (e.g., calculators, videos, tools)Record any formats they use (calculators, videos, interactive tools) that are missing from your strategy.
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4. On-Page SEO Comparison
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Compare use of title tags, meta descriptions, and H1sReview how competitors craft title tags, meta descriptions, and H1s for both keywords and clicks.
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Review internal linking structure on key pagesExamine their internal-link layouts on key pages to understand equity flow.
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Analyze keyword usage and semantic coverageAssess keyword usage and semantic coverage to gauge topical authority.
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Check use of structured data and schema markupSee whether they add product, FAQ, or breadcrumb schema and list findings in the SEO competitor analysis.
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Spot-check mobile friendliness and UXSpot-check mobile friendliness, navigation, and load speed for UX advantages.
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5. Backlink Profile Audit
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Measure total backlinks and referring domainsCount total backlinks and referring domains to measure external authority.
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Evaluate domain authority and link qualityEvaluate link quality and domain rating rather than raw volume.
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Analyze anchor text distributionAnalyze anchor-text distribution to find branding or over-optimization patterns.
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Identify top link-building content/assetsIdentify which pages or assets attract the most backlinks: crucial insight for your SEO competitor analysis.
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Find broken links or lost backlinks for reclaimingLocate broken or lost backlinks you could reclaim or replace with your own content.
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6. SERP Feature Presence
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Check if they appear in featured snippets or “People Also Ask”Check if competitors claim featured snippets or People Also Ask boxes; note winning formats.
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Look for inclusion in image packs, video results, or local packsLook for their presence in image packs, video results, or local packs to inform rich-media tactics.
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Track usage of rich results (stars, FAQs, prices, etc.)Track use of schema that earns stars, FAQs, or prices and boosts CTR.
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Identify branded SERP presence (site links, knowledge panels)Search their brand name to see site links, knowledge panels, and other branded SERP assets.
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7. Technical & Site Structure Insights
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Compare site architecture and navigation depthCompare site architecture depth and navigation to judge crawl efficiency.
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Evaluate URL structure and cleanlinessReview URL cleanliness (short, readable, keyword-rich) versus your own.
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Assess page speed and Core Web Vitals scoresBenchmark their page-speed and Core Web Vitals scores; faster sites can gain an edge in rankings.
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Look for international or multilingual targetingSee whether hreflang, regional subfolders, or language subdomains support global reach.
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Identify use of CDNs, AMP, or advanced tech (PWA, SSR)Note any use of CDNs, AMP, PWAs, or SSR that gives them a technical boost in the SEO competitor analysis.
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8. Local SEO (if relevant)
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Check Google Business Profile setup and review countEvaluate how well their Google Business Profile is filled out and how many reviews they have.
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Analyze local keyword rankings and visibility in map packsCheck map-pack visibility for localized terms and record any ranking gaps.
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Monitor NAP consistency and local citation sourcesVerify NAP consistency across directories to understand local trust signals.
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Compare localized landing pages and content strategiesCompare location-specific landing pages and localized content depth.
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9. Content & Link Opportunities
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Find high-performing topics they rank for but you don’t coverFind high-performing topics they rank for but you haven’t covered; add them to your SEO competitor analysis opportunity list.
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Identify their most linked content for inspirationIdentify their most-linked assets to inspire your next link-worthy content.
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Spot link opportunities from their referring domainsTarget referring domains that already link to competitors; outreach with better resources.
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Use competitor PR mentions or brand coverage for outreach ideasReverse-engineer PR angles or stories that earned them coverage and adapt for your brand.
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10. Reporting & Action Plan
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Document all key gaps and advantagesDocument key gaps and advantages uncovered in the SEO competitor analysis.
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Prioritize opportunities by traffic and difficultyRank opportunities by traffic upside versus implementation difficulty.
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Build a roadmap for content, link-building, or SERP targetingBuild a phased roadmap for new content, link building, or SERP-feature targeting.
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Revisit analysis quarterly to stay aheadRepeat the analysis every quarter to track shifts in competitor strategy and maintain an edge.
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