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SEO competitor analysis: find who takes your searches, then why

Your search rivals are often not your business rivals. Start from the searches you want, not a list of names.

Author: HD5 min read

Table of contents
  1. Key takeaways
  2. Start from searches
  3. Compare the pages
  4. Decide one change
  5. See them side by side
  6. See it on your own site
  7. Sources

Start from searches#

Take the searches that matter to you and see who ranks. A publisher or a directory may beat you more often than the company you think of as your competitor.

Compare the pages#

  1. Open the page that outranks yours.
  2. List the questions it answers in its first screen.
  3. Check its title and first paragraph against yours.

Decide one change#

Pick the gap that matters most and change one page. Then measure it.

See them side by side#

Rivals puts your site beside the sites competing for the same searches.

See it on your own site#

The free website check reads a site you name and reports what holds its pages back, with no account and no card. It changes nothing on your site.

Run the free website check

Sources#

Before we change anything: the Nowlark baseline, in Search Console's own numbersA case study starts with the weeks before the change. These are the four weeks for nowlark.com, with no result claimed yet.Reading your dataHD4 min readOctober 16, 2026Keyword cannibalization: when two of your pages compete for one searchTwo pages answering the same search split the clicks between them. Search Console shows it if you know where to look.Reading your dataHD5 min readOctober 16, 2026Discovered, currently not indexed: what it means and what to doGoogle found the address but has not crawled it yet. Here is how to tell whether it matters for your site.Reading your dataHD4 min readOctober 16, 2026