Guide · 8 min · Updated 20/05/2026
How to do competitor SEO analysis (without copying)
Competitor analysis tells you what's working in your space. Copy-paste of structure or content is malpractice.
Top-ranked URL audit
Pull top 10 ranking URLs for your priority terms. Audit: word count, header hierarchy, schema mix, internal link count, link velocity. Find the median, not the outlier.
Content-gap analysis
Tools like Ahrefs Content Gap, Semrush Keyword Gap reveal queries competitors rank for but you don't. Filter ruthlessly — many gaps aren't worth closing.
Common questions
Is scraping competitor content OK?
Reading and learning, yes. Copying or near-copying, no — Google detects and demotes. Use insights to inform original content.