If you want to rank higher on Google, one of the smartest moves you can make is studying the businesses already sitting at the top. Learning how to do a competitor SEO analysis step by step gives you a blueprint for what is working in your market right now, not six months ago. Instead of guessing, you get real data on keywords, backlinks, content strategy, and technical performance. Whether you are a small business in Scottsdale or a growing brand across Arizona, this process will show you exactly where the opportunities are and how to take them.
Step 1: Identify Your Real SEO Competitors
Your SEO competitors are not always the same as your business competitors. A company you compete with for customers may not be competing with you for Google rankings, and vice versa. Start by searching your primary keywords in Google and noting which websites consistently appear in the top five results. These are your true SEO rivals.
Make a list of three to five competitors who show up repeatedly across your most important search terms. Use tools like Ahrefs, SEMrush, or even free options like Ubersuggest to confirm their organic traffic and keyword rankings. Look for competitors who are ranking for terms you want but do not yet own. This list becomes the foundation of your entire analysis. Do not skip this step or rush it. Choosing the wrong competitors to analyze will send your strategy in the wrong direction from the start. Focus on businesses targeting the same geographic area and service category as you.
If you need help building a proper SEO foundation alongside your competitor research, explore our website design and SEO services to see how we approach rankings for Arizona businesses.
Step 2: Analyze Their Keyword Strategy
Once you know who you are up against, dig into the keywords driving their traffic. Tools like SEMrush and Ahrefs let you plug in a competitor domain and see every keyword they rank for, along with search volume, ranking position, and estimated traffic. This is where the real intelligence starts to surface.
Look for three categories of keywords. First, find the keywords they rank for that you do not. These are gap opportunities you can target immediately. Second, identify keywords where you both rank but they outperform you. These are your priority battlegrounds. Third, look for keywords where you already outrank them so you know what is working and can double down on it.
Pay close attention to long-tail keywords, which are phrases with three or more words. These tend to have lower competition and higher purchase intent. A competitor ranking for a broad term like SEO services may be vulnerable to you targeting a more specific phrase like affordable SEO services for small businesses in Scottsdale. Specificity wins in local search.
Step 3: Evaluate Their On-Page SEO and Content
Visit your competitors top-ranking pages and study how they are structured. Look at the title tags, meta descriptions, H1 and H2 headings, and how they use their target keywords throughout the content. Notice the word count on pages that rank well. If their top pages average 1,400 words and yours average 600, that is a signal you need to go deeper.
Assess the quality and depth of their content. Are they answering questions thoroughly? Do they use images, videos, or infographics? Is the content organized in a way that is easy to scan? Google rewards content that genuinely helps users, so if a competitor is ranking, their content is doing something right.
Also check their internal linking structure. Strong internal links help Google understand site hierarchy and pass authority between pages. If your competitors are linking strategically between their service pages and blog posts, you should be doing the same. Our team at RAH Operations builds content strategies that go beyond surface-level optimization. Learn more about our full digital marketing solutions for Arizona businesses.
Step 4: Audit Their Backlink Profile
Backlinks remain one of the most powerful ranking factors in Google's algorithm. A backlink is a link from another website pointing to your competitor's site, and each one acts as a vote of confidence in their authority. Use Ahrefs or Moz to pull a full backlink report for each competitor on your list.
Look at the total number of referring domains, the domain authority of those linking sites, and the anchor text being used. High-authority backlinks from local news outlets, industry directories, and relevant blogs carry the most weight. Identify sites that are linking to multiple competitors but not to you. These are your best outreach targets because they have already shown a willingness to link to businesses in your space.
Also look for broken backlinks pointing to competitor pages. If a competitor has a page that no longer exists but still has backlinks, you can create a better version of that content and reach out to those linking sites to update the link to your page. This tactic, known as broken link building, is one of the most efficient ways to earn high-quality backlinks without starting from scratch.
Step 5: Review Their Technical SEO and Site Performance
Content and backlinks matter, but technical SEO is the foundation everything else sits on. If a site loads slowly, has broken pages, or is not mobile-friendly, Google will not rank it well no matter how good the content is. Use Google PageSpeed Insights and Screaming Frog to audit both your site and your competitors.
Check page load speed on both desktop and mobile. Look at their Core Web Vitals scores, which measure loading performance, interactivity, and visual stability. Review their URL structure to see if it is clean and keyword-rich. Check whether they are using schema markup, which helps Google understand the content on a page and can earn rich results in search.
If your competitors have a technical edge, close that gap before investing heavily in content or link building. A fast, well-structured site amplifies every other SEO effort you make. If you are not sure where your site stands technically, our website intake form is the first step toward a full technical audit and redesign if needed.
Step 6: Track, Compare, and Build Your Action Plan
A competitor SEO analysis is only valuable if it leads to action. Once you have gathered data on keywords, content, backlinks, and technical performance, organize your findings into a prioritized action plan. Start with the highest-impact, lowest-effort wins. If a competitor is ranking for a keyword you are not targeting at all, create a page for it. If their backlink profile is stronger, launch an outreach campaign.
Set up rank tracking for your target keywords so you can monitor progress over time. Use Google Search Console to track impressions, clicks, and average position. Revisit your competitor analysis every 90 days because the search landscape shifts and your rivals are not standing still either.
Document everything. A spreadsheet tracking competitor keywords, backlinks, and content gaps becomes a living strategy document your team can act on consistently. If you want expert support managing this process, our marketing intake form connects you with our team to build a custom SEO strategy around your competitive landscape. We also help businesses manage their brand presence across platforms, including through our social media management services.
Frequently Asked Questions
How often should I run a competitor SEO analysis?
You should run a full competitor SEO analysis at least once per quarter. Search rankings shift constantly, and competitors are always updating their content and earning new backlinks. A quarterly review keeps your strategy current and helps you spot new opportunities before your rivals capitalize on them.
What tools do I need to do a competitor SEO analysis?
The most effective tools include Ahrefs or SEMrush for keyword and backlink research, Google Search Console for your own site data, Screaming Frog for technical audits, and Google PageSpeed Insights for performance benchmarking. Many of these offer free trials or limited free versions if you are just getting started.
Can a competitor SEO analysis help a local Arizona business?
Absolutely. Local competitor analysis is especially powerful because the pool of competitors is smaller and the keyword opportunities are more specific. By identifying which local businesses are ranking for Scottsdale or Phoenix-area searches and understanding why, you can build a targeted strategy to outrank them in your own backyard.
Ready to Outrank Your Competition in Arizona?
Understanding how to do a competitor SEO analysis step by step is the difference between guessing and growing. At RAH Operations, we do this work every day for businesses across Scottsdale and the greater Phoenix area. We identify the gaps, build the strategy, and execute the campaigns that move you up in rankings. If you are ready to stop watching competitors take your traffic, fill out our marketing intake form and let us build a competitor-driven SEO plan that puts your business on top. And if your business credit needs attention before you scale your marketing, explore our personal credit repair and business credit and funding services to make sure your financial foundation is as strong as your digital presence.