Competitor audit
See exactly where your competitors beat you.
Our free competitor audit is coming soon. Enter your page and a rival’s page to compare AI visibility, SEO, content, and technical signals side by side, then see which gaps to close first.
What it will compare
Four areas, side by side.
A single score tells you how a page is doing. A comparison tells you why a competitor is getting the attention you want. The tool will line up both pages across the same four areas.
AI visibility
Which page states its brand, topic, and answers more clearly for AI assistants and AI-powered search.
SEO
Titles, descriptions, headings, internal links, canonical tags, and indexability, compared line by line.
Content
Depth, structure, direct answers, and how well each page matches what searchers want.
Technical
HTTPS, mobile setup, redirects, robots rules, structured data, and crawler access on both pages.
Definition
What is a competitive website comparison?
It is a review of your page next to a competitor’s equivalent page, using the same checks on both. Instead of guessing why a rival ranks higher or gets mentioned by AI assistants, you see the specific differences in content, structure, and technical setup.
Same checks, both pages.
Every signal is measured the same way on your page and theirs, so the comparison is fair. Where both pages pass, there is nothing to chase. Where they differ, you get a clear explanation of what the stronger page does better.
Gaps, not just scores.
The useful output is a short list of gaps: the questions they answer that you don’t, the structured data they use that you lack, the headings that make their page easier to scan. Each gap becomes a specific change you can make.
How it will work
Compare two pages in three steps.
No account and nothing to install. Pick pages that compete for the same customer, not just two homepages.
- 01
Enter your page
Paste the URL of the page you want to improve, such as a service page, product page, or landing page.
- 02
Add a competitor’s page
Paste the equivalent page from a competitor that ranks above you or gets recommended by AI assistants.
- 03
See where you lead and trail
Get both results side by side, with the gaps that matter most listed first and a suggested fix for each.
Choosing competitors
Which competitor pages should you compare?
The comparison is only as useful as the pages you choose. Your biggest business rival is not always the site beating you in search or in AI answers.
The page that outranks you
Search for your most important keyword and compare against the page ranking directly above yours. That is the gap Google is already measuring.
The source AI assistants cite
Ask an AI assistant about your category and note which sites it names or links to. Compare against the page it seems to trust.
A page with the same intent
Compare a pricing page to a pricing page and a service page to a service page. Pages built for different jobs produce misleading gaps.
Your local rival
For local businesses, compare against the competitor that shows up nearby for your main service. Pair it with the local SEO audit for location signals.
The business you lose deals to
Your sales team knows which competitor comes up most in conversations. Their site may explain the same offer more clearly than yours.
The leader you aspire to
Compare against the strongest site in your space to see what good looks like, then pick the gaps you can realistically close first.
Clear, comparable findings
Know where you’re ahead, and where you’re behind.
Results will show both pages side by side. Where you lead, keep doing what works. Where you trail, the report explains what the stronger page does and how to close the gap.
Run a free audit meanwhile →- ✓ You lead: clear primary topicYour title, H1, and opening agree on one subject.
- ✓ You lead: indexable and crawlableTheir page has a canonical tag pointing elsewhere.
- ! Gap: direct answersThey answer common buyer questions on the page. You don’t.
- ! Gap: structured dataThey use FAQ and Organization schema. You use none.
What usually wins
The stronger page is usually the clearer page.
Competitors rarely win on one trick. When one page beats another in search or AI answers, the difference is usually a handful of fundamentals done more thoroughly.
- Direct answers
- Deeper coverage
- Descriptive headings
- Structured data
- Internal links
- Clear business details
- Indexable URLs
Reading the results
What the most useful gaps look like.
Not every difference matters. These are the gaps that most often explain why one page outperforms another, and the ones worth fixing first.
Questions they answer and you don’t
If their page answers pricing, timing, or comparison questions directly and yours skips them, searchers and AI assistants have a reason to prefer their page. Answer the ones your customers ask.
Sections they cover in more depth
Look for subtopics they explain that you only mention. A single sentence on an important topic rarely competes with a full section that explains it well.
Headings that say more
Descriptive headings help readers scan and help machines understand each section. Vague headings like “Our approach” lose to headings that name the topic.
Structured data they use
FAQ, Product, Organization, and LocalBusiness markup can make details easier to read. If their page has schema that fits yours, it is usually a quick win.
Internal links pointing to them
A page linked from many related pages on its own site looks more important than one that sits alone. Check how your site links to the page you’re improving.
Clearer business details
Consistent names, locations, services, and contact details make it easier to connect a page to a real business. Gaps here matter most for local and service pages.
From gaps to gains
How to turn a comparison into better rankings.
Copying a competitor’s page won’t make yours better. Use the gaps to decide what your page is missing for your own audience, then improve it in that order.
- 1
Fix blocking issues first
If your page has indexing, canonical, or crawler problems the competitor doesn’t, fix those before anything else. Content changes can’t help a page that isn’t being read.
- 2
Close the answer gap
List the questions their page answers that yours doesn’t. Answer the ones your customers actually ask, in your own words and with your own expertise.
- 3
Match their depth, not their length
If their page covers subtopics yours skips, add what a visitor needs. Don’t pad your page to match a word count.
- 4
Add the structured data they use
If their page uses FAQ, Product, Organization, or LocalBusiness schema that fits your page too, add it, and keep it matched to what is visible.
- 5
Strengthen internal links
Link to the page from related pages on your site with descriptive anchor text, so search engines see how important it is.
- 6
Compare again after changes
Re-run the comparison after publishing. Rankings take time to move, but the gaps should close right away.
Who it’s for
For anyone competing for the same customers.
Whether you are improving your own site or pitching a client, a side-by-side view makes priorities obvious.
Business owners
Find out why a competitor shows up first, in plain language you can hand to your web developer.
Marketers
Prioritize content and SEO work based on specific gaps instead of general best practices.
SEO professionals
Get a fast page-level comparison that includes AI visibility signals alongside traditional SEO checks.
Agencies
Show prospects exactly how a competitor outperforms them, then present it under your brand with a white label SEO audit.
Frequently asked questions
Competitor comparison FAQs
What does the competitor audit compare?
It will compare two pages across AI visibility, on-page SEO, content quality and structure, and technical signals, using the same checks on both. You’ll see where each page is stronger and which gaps matter most.
When will the tool be available?
It is in development now. In the meantime, run the free AI website audit on your page and your competitor’s page, then compare the two reports.
Is it free?
Yes. Like our other tools, the comparison will be free to run, with no credit card required.
Can I compare against any website?
You can compare against any publicly accessible page. Pages behind a login or that block automated access may not be fully analyzed.
Should I compare homepages?
Only if homepages are what compete for your customers. Usually it is more useful to compare the pages built for the same job, such as two service pages or two pricing pages.
How many competitors should I compare?
Start with one or two: the page ranking directly above you for an important keyword, and the source AI assistants seem to trust most in your category.
Will it show me my competitor’s backlinks?
No. It focuses on signals on the pages themselves. Backlinks and off-site authority need a dedicated backlink tool.
Will closing every gap make me outrank them?
Not guaranteed. Rankings and AI recommendations depend on many factors beyond one page, including authority and reputation. Closing meaningful gaps improves the part you control.
Can I compare more than two pages?
The tool will compare two pages at a time. To review several competitors, run one comparison per competitor and look for the gaps that appear in every result.
How often should I compare against competitors?
After you publish meaningful changes, and again whenever a competitor moves above you for an important search. Competitors update their pages too.
What if the competitor’s page is much longer than mine?
Length on its own isn’t the goal. Look at what the extra length covers. If it answers questions your customers ask, add that information. If it is padding, ignore it.
Can I see whether AI assistants mention my competitor?
The comparison will review page-level AI visibility signals. To see which brands assistants actually mention, use the AI visibility checker.
Is it ethical to analyze a competitor’s website?
Yes. The tool only reads publicly available pages, the same way a search engine or a visitor would.
Can agencies use it in sales pitches?
Yes. Showing a prospect exactly how a competitor outperforms them is one of the most persuasive ways to open a conversation, and the findings map directly to a scope of work.
Start comparing
Audit your page and a rival’s today.
While the side-by-side tool is in development, run the free audit on both pages and compare the findings.
Run the free AI website audit →