Free SEO competitor analysis

Compare your page with a specific competitor and get a quick overview of where you stand strong, where the competitor does better, and which areas are worth working on.

Enter your own URL and the competitor’s URL. The tool analyses publicly available on-page signals such as content, metadata, headings, structure, internal links and technical SEO elements. Where Google data is available, you also get a separate comparison of performance and Core Web Vitals.

See how you stack up against the competition

It can be difficult to evaluate your own SEO in isolation. A title, an H1, or a piece of content may look fine on its own, but what’s often interesting is how the page compares to other pages competing for the same visibility. That’s why the tool compares one specific page from your website with one specific page from a competitor.

You’ll get both an overall comparison and an overview of the areas where the differences are greatest. For example, the competitor might cover the topic more thoroughly, have a clearer page structure, or use internal links more effectively, while your page performs better in other areas. If you have a specific keyword that the pages are competing for, you can also add it. This is optional and appears as a separate signal in the analysis.

Trial Version

The tool is still under development. During the first analysis after a period of inactivity, it may take a little longer to start, and some external Google data may be unavailable.

What do you get from the SEO competitor analysis?

Once the analysis is complete, you won’t just get two numbers that you have to try to interpret on your own.
Among other things, you’ll see:

• your site’s overall competition score
• your competitor’s overall competition score
• differences in topic and content coverage
• title, meta description, and headings
• structure and how easy the content is to navigate
• credibility and documentation signals
• internal links and context
• structured data and technical on-page signals
• the key strengths of your page
• the key areas where your competitor has an edge
• relevant topics you might want to explore further

If Google data is available, performance and Core Web Vitals are displayed separately so they aren’t mixed in with the tool’s own SEO competition score.

More than just who gets the highest score

The purpose of the analysis is not to crown a winner. A competitor may receive a higher score without necessarily ranking higher in Google, because rankings are also influenced by factors that the tool cannot measure, such as backlinks, the domain’s history, the competitive landscape, and the specific search intent.

What’s interesting, therefore, is where the differences lie. If, for example, a competitor has a better content structure, covers an important subtopic that you’re missing, or has stronger internal links, you’ll have specific areas to investigate on your own site.
Similarly, the analysis can highlight areas where your site is already strong and that you don’t necessarily need to spend time changing.

See the differences between two specific pages

A competitor analysis is most useful when you don’t just look at an entire website, but compare the pages that are actually trying to accomplish the same task. That’s why the tool focuses on one of your pages and one competitor’s page.

You don’t just get two overall scores. The results also show why the pages score differently. This makes it easier to see whether the difference lies, for example, in content coverage, metadata, structure, trust signals, or internal links.

I’ve deliberately limited the analysis to signals that can be assessed directly on the pages themselves. This means the tool doesn’t make assumptions about traffic, rankings, backlinks, or search volume if there are no external data sources available for those metrics.

What does the SEO competitor tool analyse?

The tool analyzes your competitors’ content and website across several key parameters to give you a clear picture of what works in your industry, and where you have the opportunity to differentiate yourself. The analysis covers, among other things, content structure, keyword coverage, technical setup, and user experience, giving you concrete insights instead of guesswork. Below, we go through the most important areas the tool looks at.

Topic and intent clarity

How clearly does the page communicate its main topic and purpose? The analysis looks at, among other things, the title, H1, and the most important headings. A strong page should quickly make clear what it is about and which search intent it is trying to cover.

Content coverage and depth

This is not just about text volume. The tool instead assesses how many different relevant subtopics the page covers, how well they are explained, and whether the content contains concrete details, examples, or other signs of genuine substance. Repetition does not add depth.

Title, meta and headings

The analysis compares, among other things, the pages’ titles, meta descriptions and heading structures. The aim is to see how clearly and consistently the page describes its topic – both for the user and for search engines.

Structure and answerability

A good page should be easy to skim and easy to find answers in. The tool therefore looks at the layout of the page, the use of headings, paragraphs and other elements that make the content clear and accessible.

Credibility and documentation

This assesses signals that can strengthen trust in the content. This could be, for example, a clearly identified responsible company, documentation, examples, expertise or other concrete signs of who stands behind the content and why it is trustworthy.

Internal links and context

Internal links help both users and search engines understand the connection between pages. The analysis looks at whether the page is meaningfully connected to other relevant content on the website and not just navigation and generic links.

Structured data and technical on-page signals

The tool checks selected technical signals on the page, including structured data and other on-page elements that can make the page easier to understand and interpret technically.

How to read the result

Each page receives an overall score from 0 to 100. The score is the tool’s own on-page competitor score and is built for comparison between the two selected pages. It is not a Google score and is not a prediction of position in the search results.

Comparability

The tool also assesses how comparable the pages are. This matters because a product page, a service page, and a long guide can be about the same topic without having the same purpose.

• High: The pages are about the same or a very closely related main topic and have a comparable purpose.
• Medium: The pages are about the same or related topics, but the page type or purpose differs.
• Low: The pages are only loosely related, and the result should therefore be read with extra caution.

Strengths and gaps

After the categories, you get the most important strengths and the most important gaps. I have limited the result to the most relevant points so the analysis does not end up as a long list of minor details. A gap is only shown when the competitor is actually stronger in the relevant category.

Topic opportunities

If the competitor has clearly relevant subtopics that do not appear equally prominently on your page, they may be shown as topic opportunities. This does not mean you should automatically copy the competitor’s content. Use them as inspiration to assess whether a relevant perspective is missing from your own page.

Primary keyword is optional

You can add a primary keyword to get an additional assessment of how clearly the two pages are connected to that specific topic. The keyword does not change the overall 0–100 score. It is a separate signal, so the score is not artificially influenced by a word you have entered yourself.

Google performance data

Where Google data is available, the tool displays it separately from the regular SEO competitor score. This makes it possible to compare the technical experience without mixing Google’s measurements into our own on-page model.

• Performance score from Google Lighthouse
• SEO score from Google Lighthouse
• LCP, CLS and TBT from Google’s lab test

Google data can vary from test to test, because performance is affected by, among other things, network, server response, and the specific test run. The figures should therefore be used as a technical reference point and not as a fixed benchmark.

Data from real users

If Google has sufficient anonymised field data, the tool can also show Core Web Vitals based on real visits. Here you can see, among other things, LCP, INP and CLS. Data is not available for all URLs. If Google does not have enough data for the specific page, data may be missing or, in some cases, available at the domain level. Missing data does not result in a deduction in the tool’s own score.

Why I built the tool

I use competitor analysis to find concrete differences – not to copy other websites. What is interesting is not whether the competitor has 500 more words. What is interesting is whether the competitor explains an important topic better, has a clearer structure, or makes it easier for both the user and the search engine to understand the page.

That is the idea the tool is built on. You should be able to quickly see where the difference lies, and then decide for yourself whether it makes sense to improve that on your own page.

Important

A competitor with a higher score is not automatically better placed in Google. SEO results are also affected by factors this analysis does not measure such as backlinks, domain authority, search intent, recency, user behaviour and the competitive landscape in the search results.

What the tool does not measure

The analysis works with publicly available on-page data from the two URLs and the external Google performance data where available. It does not attempt to invent data it does not have access to.

• It does not measure your or the competitor’s actual Google rankings.
• It does not measure organic traffic.
• It does not measure backlinks or link authority.
• It does not estimate search volume.
• It does not say that a specific change will automatically improve your rankings.

This makes the analysis more limited in scope, but also more transparent: you can see which signals the result is based on.

Did you find anything your competitor does better?

The analysis can show you where the differences lie. The next question is which of them are actually worth addressing. Maybe your site is missing an important topic. Maybe the structure is unclear. Or maybe the analysis reveals ten differences, but only two are actually important for your SEO. If you’d like help evaluating the results and prioritizing the changes that make the most sense for your website, I’d be happy to assist.

Let’s have a no-obligation chat

I help small and medium-sized businesses with SEO, content, and digital visibility. You decide how much help you need.

Frequently asked questions about an SEO competitor analysis

Would you like to continue working on your SEO?

A competitor analysis provides the most value when used in conjunction with the rest of your SEO efforts. If you’d first like to get an overview of your own site, you can start with my free SEO analysis, which reviews technical SEO, metadata, content, links, and images without comparing them to a competitor.

You can also read more about how I approach SEO analysis and SEO audits if you’d like to understand how a more thorough review of a website is conducted. If you’re working on visibility in both Google and AI search, you can also try my AI Search and GEO Analysis to examine how your content and technical setup perform in relation to AI-based search.

• Free SEO Analysis
• Free SEO Audit
• AI Search and GEO Analysis