An SEO competitor analysis tool compares your website with the sites you compete against for search traffic. This free version takes your website and up to two competitors, runs the same audit on all three at once, and shows the results side by side with the leader marked. It checks each site's main pages, up to 40 for each site, so you can see where you lead and where you fall behind.
How to use the SEO competitor analysis tool
Enter your website first, then up to two competitors. Pick competitors by the searches your customers make, not only by the businesses you think of as rivals, because the sites that appear for those searches are the ones that matter. Enter the full address of each site so the audit runs on the right domain.
Once the sites are entered, the comparison runs. Each measure appears side by side for your site and both competitors: Site Health score, AI Search Health score, issue counts, AI crawler access, business structured data, content depth, every theme score, and mobile LCP, the time until a homepage's main content loads. The leader in each measure is marked, so you can scan across the three sites before you read the detail.
Below the scores, the tool lists two kinds of problems. The first is problems on your site that each competitor has already fixed, with critical and AI search issues listed first. The second is problems they have that you do not. Work through the first list before the second, because the critical fixes come first.
AI crawler access is one of the measures, and it is worth a closer look. Google's crawler documentation says, "Google-Extended does not impact a site's inclusion in Google Search nor is it used as a ranking signal in Google Search." So a rule that blocks that token changes how AI training and grounding can use your content, not whether your pages appear in search.
A better score does not mean a competitor outranks you, because rankings also depend on content, reputation and links. Use the scores to decide what to fix first, not to predict positions.
The tool uses a lighter crawl than the full site audit, which reads up to 500 pages, so counts can differ between the two. You get 10 free comparisons every 30 days, with no signup, and a comparison takes about 60 to 90 seconds.
Does the tool find competitor keywords?
No. Keyword gaps are where most people start, and this tool does not cover them. The tool compares site health, AI search health and structure, not the keywords each site ranks for. Run a separate check on your target searches, then use the problems list to decide whether a weak page is the reason a rival pulled ahead.
I would keep the list short and tied to the searches that bring in customers, and I would skip ad history at this stage. Paid campaigns change faster than organic rankings and tell you less about what a rival's pages do well. Choose differently if you spend more on ads than on search.
Is the SEO competitor analysis tool free?
Yes. You get 10 free comparisons every 30 days with no signup. Each one compares your site with up to two competitors. For a deeper review of your own site, the full site audit is the better choice.
How do you do a competitor analysis for SEO?
Run the research in order: pick the rivals, compare their pages, then log the gaps in one place. One check gives you a snapshot, and a check on a schedule shows what changed. Rankings move most after major search engine updates, so run an extra check after one.
Where to start
Start with three sites: yours and two rivals that show up for the same searches you care about. Open the top few pages of each rival and note the topic, the title and roughly how long the main text runs. Then run the comparison for the site-wide view. The pages show what each site covers, and the tool shows how healthy the whole site is.
Compare titles and descriptions
Look at the title tag and meta description on each rival's main pages. Check whether the title names the search and the business, and whether the description tells a reader what they will get. A keyword-rich title helps people find the right page, but a title stuffed with repeats reads as spam, so write for the reader first.
What should an SEO competitor analysis template include?
Use one row per site and one column per measure, so the sites are easy to compare. Keep columns for the site, the pages you checked, the health score, the issue count, the main problem, the owner and the date. Add a column for the searches each site ranks for, so the same sheet doubles as a keyword log.
Is there a free competitor keyword research tool? This tool does not do keyword research. It compares site health, AI search health and structure, so you need a separate keyword tool for that job. Free keyword tools limit lookups too, so plan those checks as carefully as the comparisons.
I would keep the template to one sheet with a row per site, because a second sheet is one you stop opening. I would not buy a paid keyword database until the to-do list is working, since the fixes in the first list cost little to try. Choose differently if your site is large and you need keyword data every week.
How do you track competitor rankings?
Search positions move from week to week, so a single check tells you little. Track your target searches and your rivals' positions on a fixed schedule, and write the date beside each result.
This tool does not track rankings. It shows a snapshot of site health and structure, so pair it with a simple ranking log. Rankings are most unstable after major search engine updates, so check again then.
How do you do a backlink analysis of competitors?
Backlinks are links from other sites to yours, and search engines use them as one signal of trust. Checking a rival's backlinks shows you which sites link to them.
Enter a rival's domain in a backlink tool, then sort the list of linking sites by how relevant they are to your topic. Look for links from directories, partners, local groups and articles that also cover your subject. Each of those sites is a place you could ask for a link too. Analyzing a rival's links can also reveal content ideas you would not find otherwise, because a guide or tool that earns many links shows what their audience wants.
The tool on this page does not count backlinks, so this check needs a separate source. Treat the link list as a set of places to ask.
I would check backlinks for your two main rivals before anything else, because one strong linking site can count for more than a long list of weak ones. I would not pay for a large link database if you only need a monthly look. Choose differently if you run a content business and need link data every week.
How do you track competitors in AI search?
AI assistants answer questions with a short list of sources and brands. A rival that appears in those answers takes attention you want. Track which rivals show up when people ask the questions your customers ask, and compare that list with your own mentions.
Our free AI visibility checker shows which competitors AI search recommends for your market. This tool scores how ready each site is for AI search, while the checker answers the separate question of who gets recommended, so use both.
How do you turn the gaps into a to-do list?
Put each problem into a to-do list with three fields: the fix, the owner and the date. Start with the critical issues, then the AI search issues, then the content and speed items. Metrics alone change nothing, while a list with owners and dates gets done.
Use the list to decide which fix helps the page you care about most. A slow homepage matters most when it is the page people see first, while a missing description matters on a page that ranks for a search you want. Match each fix to the page it would change.
An AI assistant can help draft the list from your sheet, but check every line against the tool's results before you act. A draft can invent a problem that the audit never found.
How often should you perform an SEO and GEO competitor analysis?
GEO means generative engine optimization, the work of getting your content cited in AI-generated answers. Run the full comparison once a month for your core rivals, and add an extra run straight after a major search engine update.
The free allowance of 10 comparisons every 30 days covers this schedule, with room for extra checks after updates.
Run the monthly comparison on the same day each time, so the sheet stays comparable from one month to the next. Daily runs use up the allowance without adding a clear answer.
