Competitor SEO audit: How is it done and why is it crucial?

Audit SEO

At the heart of every successful natural SEO strategy is a thorough SEO audit. But it’s not enough to analyze your own website, understanding your competitors and their strategy is just as essential. The competitive SEO audit can be a powerful lever for improving your ranking on search engines.

What is a competition SEO audit?

The SEO audit of competition is a process of reviewing and analyzing your competitors’ SEO strategies. It allows you to discover what works for them, identify opportunities that you could exploit, and understand how you can improve your own SEO strategy.

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Importance of the SEO audit of competition

It is crucial to understand what makes your competitors’ SEO strategy effective for several reasons:

  • It gives you an insight into what works in your industry, thus allowing you to adapt your strategy for better results.
  • It reveals gaps in your own strategy that you can fill to improve your ranking.
  • It helps identify potential threats to your own positioning in the search results.
  • It can also reveal new opportunities to surpass the competition.

How to carry out a competition SEO audit?

In fact, conducting a competitive SEO audit does not require being an SEO expert. With the right tools and a systematic approach, you can gather a large amount of useful information about your competitors. Here’s how:

Identify your main competitors

First of all, you need to start by identifying who your online competitors are. These could be businesses that offer similar products or services, or who target the same audience as you. Use online tools to discover which websites regularly appear in search results for your target keywords.

Analyze their keyword strategy

Once you have identified your competitors, the next step is to analyze their keyword strategy. What keywords are they targeting? Which keywords are bringing them the most traffic? This information can help you refine your own keyword strategy.

Evaluate the quality of your competitors’ content

The quality of content is a key success factor in natural SEO. After analyzing your competitors’ keyword strategy, the next goal is to examine the quality of their content. Ask yourself:

  • Is the content engaging and informative?
  • Is it well structured and easy to read?
  • Is it regularly updated?
  • Does it include relevant and high-quality images?

Examine their backlink strategy

Then, take an interest in backlinks, or inbound links, which are essential for SEO. They signal to search engines that your site is a trusted source of information. Analyzing your competitors’ backlink strategy can reveal link-building opportunities for your own site. In addition, online tools can help you determine where your competitors’ backlinks come from, which can give you ideas for your own link-building strategy.

Analyze their performance on social networks

Social networks can have a significant impact on SEO. By examining how your competitors use social networks, you can identify opportunities to improve your own online presence. Ask yourself the following questions:

  • Which social networks do your competitors use?
  • How many subscribers do they have?
  • What type of content do they share?
  • How does their audience interact with their content?

Evaluating the Usability of Their Website

The ease of use of a website can influence its ranking in search engines. Indeed, a site that is easy to navigate, fast to load, and mobile-friendly can enhance the user experience, which can in turn improve the site’s ranking in search results. By evaluating the usability of your competitors’ websites, you can identify areas where your own site could be improved.

Summary of Steps to Perform a Competitive SEO Audit

Here is a brief recap of the steps to perform a competitive SEO audit:

  1. Identify your main competitors
  2. Analyze their keyword strategy
  3. Evaluate the quality of their content
  4. Examine their backlink strategy
  5. Analyze their performance on social networks
  6. Evaluate the usability of their website

By following these steps, you can gain a deep understanding of what works for your competitors and how you can improve your own SEO strategy.
Now that we have seen how to perform a competitive SEO audit, let’s see why it is so crucial for your SEO strategy.

Why is a Competitive SEO Audit Crucial for Your Strategy?

A competitive SEO audit is a fundamental step for any SEO agency. It offers several benefits, including the ability to discover new opportunities and adjust your strategy based on market changes. Here are some of the main benefits of conducting a competitive SEO audit:

Discover New Keyword Opportunities

Analyzing your competitors’ keyword strategy can reveal keyword opportunities that you have not yet exploited. These keywords can be used to create new content, improve your internal and external link strategy, and optimize your existing pages.

Get Content Ideas

Examining your competitors’ content can give you ideas for new blog topics, infographics, videos, and other types of content. You can also identify the types of content that work best in your industry and take inspiration from them for your own content strategy.

Understand How to Improve Your Site

In order to improve your site, compare the look and performance of your site to those of your competitors. This way, you will see areas that require improvement. For example, if your competitors’ site loads faster or is easier to navigate, you may need to revisit your site design or improve its loading speed. This may involve a complete site redesign with the help of a UI/UX designer or adopting a new graphic charter. Optimizing images, reducing CSS/JS/HTML code, and stopping the use of heavy and unnecessary plugins can help. You may also change your hosting offer if it is not suitable for your traffic.

Refine Your SEO Strategy

The competitive SEO audit allows you to understand what works and what doesn’t work for your competitors. This information can help you adjust your own SEO strategy to leverage their strengths and avoid their mistakes.

In short, a competitive SEO audit can provide you with valuable information that will help you improve your ranking in search engines, attract more traffic to your site, and increase your conversions.


A competitive SEO audit is an essential tool for any SEO agency. By analyzing the keyword strategy, content, backlinks, social media performance, and website usability of your competitors, you can gain a deep understanding of what works for them and how you can improve your own SEO strategy. Remember, the goal is not to copy your competitors, but to learn from them to create a unique and effective SEO strategy for your own site.


What is a Competitive SEO Audit?

A competitive SEO audit is an analysis of your competitors’ SEO strategies, including their keywords, content, backlinks, social media performance, and the usability of their website.

Why Should I Perform a Competitive SEO Audit?

Performing a competitive SEO audit allows you to discover new opportunities, get content ideas, identify areas for improvement on your site, and refine your SEO strategy.

How Can I Perform a Competitive SEO Audit?

You can perform a competitive SEO audit by identifying your main competitors, analyzing their keyword strategy, evaluating the quality of their content, examining their backlink strategy, analyzing their social media performance, and assessing the usability of their website.

What Tools Can I Use to Perform a Competitive SEO Audit?

There are many online tools that can help you perform a competitive SEO audit, including keyword analysis tools, backlink analysis tools, and website performance analysis tools.

What Are the Benefits of a Competitive SEO Audit?

A competitive SEO audit can help you discover new keyword opportunities, get ideas for content, understand how to improve your site, and refine your SEO strategy.

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Eric Ibanez expert SEO

Éric Ibanez

SEO Writer - CEO @hacktheseo

An expert in SEO since the launch of his e-commerce dedicated SAAS in 2016, Eric quickly grasped the significance of optimization for search engines to acquire new clients. Building on this expertise, he authored a book in 2019, published by Dunod, providing invaluable insights for succeeding in the e-commerce world. Recently, Eric introduced an innovative SAAS, leveraging artificial intelligence to assist entrepreneurs in enhancing their visibility on Google through simplified SEO.

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