Search Engine Optimization is not all keywords and paid advertising. A fair portion of time is also spent performing audits on our own and our competitor sites. When presented in a single report, that is called a competitive analysis.
Because your competitors are not going to publish their information, various tools are required to gather insights. It’s for this reason that competitive analysis are largely a qualitative study, benchmarking yours against the digital assets of your immediate competitors. It is an excellent tool for explaining the benefits of your actions over the last year and identifying what you need to succeed, moving forward.
The final product on my own analysis – exampled below – feature sites ranked on a 0-100 scale, based on a weighted factors, ranging on subjects of page quality and domain authority to keyword usage and their assumed ROI.