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Competitor intelligence

How to use it​

  1. Add competitors to the registry. Type a domain directly, or promote one from discovery.
  2. Crawl them. Content signals come from a crawl of their public site.
  3. Read the scorecard for the summary, then the matrix for the detail.
  4. Work the keyword gap — it is usually the most directly actionable view.
  5. Set recrawl cadence so postures stay current without you remembering.

⏱ ~15 min setup · 💳 Starter+ (AI analysis Pro+) · 🎯 Know where you actually stand

The registry​

The registry is the spine. Everything else reads it.

Competitors are added to it automatically whenever you start tracking one — adding a price-monitored site, starting a content crawl, or running a gap snapshot all register the competitor. You can also add one by hand from the registry panel.

If your registry looks empty but you have been tracking competitors

On builds before August 2026 the registry was only populated by manual entry and a couple of specific flows, so a store that had been price-monitoring and crawling competitors for months could still show "No competitors tracked yet" — and, because the recrawl scheduler reads the registry, nothing was ever recrawled either. Opening the registry now backfills it from your existing tracking surfaces automatically.

Domains are normalised consistently. www.example.com and example.com are the same competitor. Storing one form and looking the row up by another is how a competitor you just crawled ends up reported as "no crawl yet" on the gap view, and how a legacy www. row shows up as a duplicate column in the matrix.

The views​

ViewWhat it answers
ScorecardOne blended read per competitor across price, content and keywords
Keyword gapTerms they rank for or cover that you do not
Price monitorTheir prices against yours, per matched product
Content crawlTheir crawled pages, and the comparison against your site
MatrixThe ten-signal side-by-side
Backlink gapDomains linking to them and not to you
Share of voice trendYour visibility share over time against the set
BriefsContent briefs generated from the gaps
RepricePrice change proposals derived from the monitor
Executive reportA shareable summary of the whole picture

The comparison matrix​

Ten signals, computed from crawls of each site:

SignalDirection
Pages crawledHigher is better
Title coverageHigher is better
Meta description coverageHigher is better
H1 coverageHigher is better
Schema coverageHigher is better
Product schema coverageHigher is better
Open Graph image coverageHigher is better
Average word countHigher is better
Average internal linksHigher is better
Noindex rateLower is better

The leader per signal is highlighted. Each competitor column shows when it was crawled and flags a stale one, because a comparison against a six-month-old snapshot presented without a date is worse than no comparison at all.

Crawling a competitor​

A competitor crawl fetches their public site, extracts the same signals your own crawl does, and stores the comparison.

Redirects used to end the crawl at page one

Internal links are scoped to the page's own host. A site that redirects apex to www — or HTTP to HTTPS — meant every discovered link was classified as external, the queue emptied after the first page, and the entire comparison (coverage percentages, gaps, matrix, scorecard) was computed from a single page and presented as fact.

Extraction now follows the final resolved URL, so a redirecting competitor crawls properly. If you have historic comparisons that look implausibly thin, recrawl.

Keyword gap​

The keyword gap joins your Search Console data against a competitor's crawled content: terms where their content covers something you rank poorly for, or not at all.

Because it depends on both halves, it reports honestly when one is missing — "no SEO crawl of this domain yet" is a different message from "no gaps found".

Gaps trend over time, so you can see whether you are closing them.

Repricing proposals​

The price monitor produces repricing proposals, which land in an approval queue rather than changing prices. Each proposal shows the real product title, the current price, the proposed price and the competitor evidence behind it.

Nothing changes a price without an explicit approval.

Alerts​

Competitor movements raise alerts, and the Competitors navigation badge counts unread ones. You can mark them read in bulk from the executive report.

Plan tiers​

CapabilityFreeStarterProAgencyEnterprise
Registry + manual add—✓✓✓✓
Price monitoring—✓✓✓✓
Competitor content crawl—✓✓✓✓
Ten-signal matrix—✓✓✓✓
Keyword gap—✓✓✓✓
Scheduled recrawl cadence—✓✓✓✓
Repricing proposals + approval queue—✓✓✓✓
AI competitor analysis——✓✓✓
Content briefs from gaps——✓✓✓
Backlink gap——✓✓✓
Share-of-voice trend——✓✓✓
Executive report——✓✓✓

AI-backed competitor analysis makes model calls per run and sits at Pro with the other AI SEO tools; basic price and content monitoring is Starter.

Best practices​

  • Pick three to five real competitors. A registry of twenty produces a matrix nobody reads and a recrawl bill you did not intend.
  • Recrawl on a cadence, not on a hunch. Stale columns are the main way this view misleads.
  • Compare like for like. A competitor with 40,000 pages will beat you on "pages crawled" and lose on average word count. The signals that matter are the coverage percentages.
  • Start with the keyword gap. It converts directly into briefs and content; the matrix is diagnostic, not a to-do list.
  • Treat repricing proposals as evidence, not instruction. The approval queue exists because margin is yours to decide.

See also​