Objective:
This comprehensive checklist guides e-commerce businesses through a thorough SEO competitive analysis process. By systematically evaluating competitors’ SEO strategies, you’ll identify opportunities to improve your own search engine rankings, drive more organic traffic, and ultimately increase online sales and market share.
I. Competitor Identification and Categorization
Select Competitor Types
- Identify direct competitors: List businesses offering similar products in your niche
Example: If you sell handmade jewelry, identify other online handmade jewelry retailers - Analyze indirect competitors: Find e-commerce sites targeting similar keywords but with different products
Example: For a handmade jewelry store, this might include fashion accessory retailers or DIY craft supply stores - Determine aspirational competitors: Identify larger, established brands in your industry
Example: For a small handmade jewelry store, this could include major jewelry retailers like Pandora or Etsy
Use Tools for Competitor Discovery
- Leverage SEO tools: Utilize platforms like SEMrush, Ahrefs, or SpyFu to find competing domains
Example: Enter your main keywords into SEMrush’s Organic Competitors report to discover top-ranking sites - Analyze search results: Manually search for your primary keywords and note recurring domains
Example: Search “buy handmade necklaces” and list the top 10 organic results - Monitor Google Shopping results: Identify competitors appearing in product listing ads
Example: Search for your best-selling product types in Google Shopping and note frequent advertisers - Assess market share: Estimate competitors’ market share using available data
Example: Analyze traffic data from SimilarWeb or SEMrush to gauge relative market positions Note: Consider consulting with an SEO specialist to ensure comprehensive competitor identification and categorization
II. On-Page SEO Analysis
Evaluate Title Tags and Meta Descriptions
- Assess keyword usage: Check how competitors incorporate target keywords in their metadata
Example: Analyze whether competitors use phrases like “handmade jewelry” or “artisan necklaces” in their titles - Analyze content structure: Examine the format and appeal of their meta descriptions
Example: Note if competitors include calls-to-action or highlight unique selling points in their meta descriptions - Check length optimization: Ensure titles and descriptions fit within Google’s display limits
Example: Verify if competitors’ titles are under 60 characters and descriptions under 155 characters
Review Content Quality and Structure
- Assess content depth: Compare the level of detail in product descriptions and category pages
Example: Check if competitors provide extensive information about materials, crafting process, or care instructions - Analyze content format: Look for use of multimedia, FAQs, or user-generated content
Example: Note if competitors incorporate product videos, customer reviews, or Q&A sections on product pages - Evaluate content freshness: Check how often competitors update their content
Example: Monitor if competitors regularly add new product descriptions or blog posts - Analyze header tag usage: Evaluate how competitors structure their content with H1, H2, etc.
Example: Observe if competitors use product names in H1 tags and features in H2 tags Note: For in-depth content analysis, consider using tools like Clearscope or MarketMuse to assess content quality and relevance
III. Technical SEO Evaluation
Assess Site Speed and Mobile-Friendliness
- Use Google’s PageSpeed Insights: Check competitors’ performance scores
Example: Compare your site’s mobile speed score against top competitors - Test responsiveness: Ensure competitor sites are mobile-friendly
Example: Use Google’s Mobile-Friendly Test tool on competitor product pages - Analyze Core Web Vitals: Evaluate competitors’ scores for LCP, FID, and CLS
Example: Use Chrome User Experience Report data to compare Core Web Vitals performance - Compare server response time: Analyze Time to First Byte (TTFB) with competitors
Example: Use tools like WebPageTest to measure and compare server response times
Analyze Site Structure and Internal Linking
- Examine URL structure: Check if competitors use clear, keyword-rich URLs
Example: Note URL formats like “example.com/handmade-jewelry/necklaces” vs. “example.com/category?id=123” - Evaluate internal linking: Assess how competitors link between related products and categories
Example: Check if competitors link to related items or complementary products on their product pages - Analyze site depth: Determine how many clicks it takes to reach product pages from the homepage
Example: Map out the click path from homepage to a specific product for each competitor - Evaluate site search functionality: Assess the effectiveness of competitors’ on-site search features
Example: Test search relevance, autocomplete suggestions, and filtering options on competitor sites Note: For detailed technical analysis, consult with a web developer or SEO technical specialist
IV. Backlink Profile Analysis
Assess Backlink Quality and Quantity
- Use backlink analysis tools: Utilize Ahrefs or Moz to compare backlink profiles
Example: Compare the number of referring domains and the Domain Rating of your site vs. competitors - Identify high-quality backlinks: Look for authoritative sites linking to competitors
Example: Check if competitors have backlinks from reputable fashion blogs or industry publications - Analyze link velocity: Monitor the rate at which competitors acquire new backlinks
Example: Use Ahrefs’ “New” backlinks report to compare link acquisition rates
Analyze Anchor Text Distribution
- Examine anchor text variety: Check the diversity of anchor texts in competitors’ backlinks
Example: Note the balance between branded, exact match, and generic anchor texts - Identify potential opportunities: Look for patterns in anchor text that could inform your strategy
Example: If competitors have many links with “handmade silver jewelry,” consider targeting this phrase - Assess commercial intent: Analyze the proportion of transactional vs. informational anchor texts
Example: Note if competitors have a high number of “buy now” or “shop” anchor texts Note: For comprehensive backlink analysis, consider working with an experienced SEO consultant
V. E-commerce Specific SEO Analysis
Evaluate Product Schema Markup
- Check for proper implementation: Use Google’s Rich Results Test to verify competitors’ schema
Example: Test competitor product pages to see if they have valid product schema markup - Analyze schema completeness: Compare the level of detail in competitors’ product schema
Example: Note if competitors include pricing, availability, and review information in their schema
Assess Category Page Optimization
- Analyze category page content: Compare the depth and quality of category descriptions
Example: Check if competitors provide informative category introductions with relevant keywords - Evaluate filtering and sorting options: Compare the user-friendliness of product filtering
Example: Note if competitors offer filtering by price, color, material, or other relevant attributes
Key Performance Indicators (KPIs)
- Organic Traffic Growth: Track increase in organic sessions compared to competitors
Target: 15-25% increase in organic traffic quarter-over-quarter - Keyword Ranking Improvements: Monitor progress for target keywords vs. competitors
Target: Achieve top 3 rankings for 7-10 new high-value keywords per quarter - Organic Conversion Rate: Measure the percentage of organic visitors who make a purchase
Target: Improve organic conversion rate by 0.5-1% per quarter - Share of Voice: Track your brand’s visibility in SERPs compared to competitors
Target: Increase share of voice by 5-10% per quarter - Page Load Speed: Monitor and improve site speed across devices
Target: Achieve an average page load time of under 3 seconds Note: For accurate tracking and analysis of these KPIs, consider using professional SEO and analytics tools or consulting with an SEO expert
Tools and Resources
- SEMrush: Comprehensive SEO toolkit for keyword research and competitor analysis
Use case: Conduct in-depth analysis of competitors’ keyword rankings and backlink profiles - Ahrefs: Powerful tool for backlink analysis and content research
Use case: Identify top-performing content and backlink opportunities from competitors - Google Search Console: Free tool for monitoring your site’s search performance
Use case: Track your site’s organic click-through rates and average positions for specific queries - Screaming Frog: Website crawler for technical SEO audits
Use case: Analyze competitors’ site structure, internal linking, and on-page elements - ContentKing: Real-time SEO auditing and change tracking platform
Use case: Monitor competitors’ SEO changes and quickly adapt your strategy Note: For optimal use of these tools, consider getting training or working with an SEO professional
Common Pitfalls and How to Avoid Them
- Focusing only on direct competitors: Broaden your analysis to include indirect and aspirational competitors
Tip: Include at least 2-3 indirect competitors and 1-2 aspirational competitors in your analysis - Neglecting local SEO: Don’t overlook location-based optimization if relevant
Tip: Analyze how competitors optimize for local searches, including Google My Business listings and location-specific landing pages - Copying competitor strategies without adaptation: Tailor insights to your unique business
Tip: Use competitor analysis as inspiration, but develop a strategy that aligns with your brand, resources, and unique selling propositions - Overlooking content quality: Don’t prioritize keyword usage over user experience
Tip: Balance keyword optimization with creating valuable, engaging content that addresses user intent - Ignoring site architecture: Failing to optimize your site structure can hinder SEO efforts
Tip: Analyze competitors’ site structures and ensure your own site has a logical, easy-to-navigate hierarchy Note: If you’re unsure about content quality assessment or site architecture optimization, consider hiring a content strategist or SEO specialist
Best Practices and Pro Tips
- Conduct regular competitor analysis: Perform a thorough analysis quarterly and light check-ins monthly to stay updated on market changes
Tip: Set up alerts in tools like SEMrush or Google Alerts to monitor competitors’ new content or backlinks - Focus on user intent: Analyze how competitors address different search intents (informational, navigational, transactional) in their content
Tip: Create content that better satisfies user intent for key queries compared to your competitors - Leverage competitors’ gaps: Identify areas where competitors are underperforming and capitalize on these opportunities
Tip: Look for high-volume keywords where competitors have low rankings and create superior content to target these terms - Monitor competitors’ content strategy: Analyze the types of content (blogs, videos, infographics) that perform well for competitors
Tip: Use tools like BuzzSumo to identify competitors’ most shared content and create improved versions - Optimize for voice search: Analyze how competitors are adapting their content for voice queries
Tip: Create FAQ sections that address common voice search queries in your niche Note: For complex site architecture changes or advanced SEO strategies, consult with an experienced web developer and SEO specialist to ensure proper implementation
Conclusion
Implementing this comprehensive e-commerce SEO competitor analysis checklist typically takes 3-5 weeks for the initial thorough analysis, with ongoing monitoring and optimization. To get started immediately, begin by identifying your top 5 direct competitors, 2-3 indirect competitors, and 1-2 aspirational competitors. Conduct a basic analysis of their on-page SEO elements and technical setup using the guidelines provided.
Remember, SEO is an ongoing process, so commit to regular analysis and optimization to stay ahead in the competitive e-commerce landscape. When faced with complex technical challenges or data interpretation issues, don’t hesitate to consult with SEO specialists or your development team to ensure you’re making informed decisions based on the insights gathered.
By consistently applying this checklist and adapting to changes in the competitive landscape, you’ll be well-positioned to improve your e-commerce site’s search visibility, drive more organic traffic, and ultimately increase your online sales and market share.
