Competitor on-page SEO analysis: title tags, headings, content structure and internal links

On-page SEO is the single area where you have the most direct control over your rankings. While backlinks require external cooperation, on-page optimisation is entirely within your power as a Wix site owner. By systematically reverse-engineering how competitors structure their title tags, meta descriptions, heading hierarchies, content depth, internal linking, image optimisation, schema markup, and page experience signals, you can identify exactly what is working in your niche and build pages that are objectively superior. This lesson provides a complete, actionable framework for on-page competitive analysis that transforms how you optimise every page on your Wix site.

The Strategic Value of On-Page Competitor Analysis

When you search for your target keyword and examine the pages ranking in positions one through ten, those pages represent Google's current understanding of what searchers want. Every element on those ranking pages, from title tag phrasing to content structure to internal linking patterns, has been validated by Google's algorithm as relevant and valuable. Your job is to decode these patterns, understand why they work, and then create pages on your Wix site that match or exceed every competitive on-page signal.

On-page competitor analysis is not about copying. It is about understanding the on-page SEO standards in your niche and then exceeding them. If every competitor has 2,000-word guides on a topic, you need at least 2,500 words of higher-quality content. If competitors use three H2 headings, you need five that cover the topic more comprehensively. This is how you systematically build competitive on-page advantage on Wix.

Analysing Title Tag Patterns and Formulas

The title tag is the single most important on-page ranking factor. It appears as the clickable blue headline in Google search results and tells both Google and searchers what your page is about. By analysing the title tags of all top-ranking pages for your target keyword, you can identify the patterns Google is favouring.

How to analyse competitor title tags

• Search your target keyword in Google and open the first 10 organic results in separate tabs.
• For each result, right-click the page and select "View Page Source" or use a browser extension like SEO Meta in 1 Click to extract the title tag.
• Create a spreadsheet with columns: Rank Position, URL, Title Tag, Character Count, Primary Keyword Position, Modifiers Used, Brand Name Position.
• Record the exact title tag for each ranking page.
• Analyse keyword placement: Is the primary keyword at the beginning, middle, or end of the title? Front-loaded keywords tend to rank better.
• Identify common modifiers: Words like "Best", "Guide", "2025", "Free", "Complete", "How to", "Top" that appear across multiple titles.
• Note title tag length: Count characters for each. Google typically displays 50-60 characters. Titles under 55 characters are safest.
• Check for brand name inclusion: Do top-ranking pages include their brand name in the title? At the beginning or end?
• Identify the winning formula: If 7 of 10 top results use the pattern "[Modifier] + [Primary Keyword] + [Secondary Keyword] | [Brand]", this is the formula Google is rewarding.

Meta Description Analysis for Click-Through Rate Optimisation

While meta descriptions are not a direct ranking factor, they significantly influence click-through rate (CTR), which is a user engagement signal that Google does consider. Analysing competitor meta descriptions reveals the messaging, calls-to-action, and emotional triggers that earn clicks in your niche.

• Record the meta description displayed in Google for each of the top 10 results. Note: Google rewrites meta descriptions approximately 63% of the time, so what appears in search results may differ from the coded meta description.
• Identify common elements: Do top results include numbers, dates, power words, or calls-to-action in their descriptions?
• Note character length: Google displays up to approximately 155-160 characters on desktop and 120 characters on mobile. Aim for 150-155 characters.
• Look for unique value propositions: What promise or benefit does each description highlight? Is it speed, completeness, expertise, freshness?
• Check for keyword inclusion: While not a ranking factor, including your target keyword in the meta description causes it to appear in bold in search results, which improves visibility and CTR.
• Identify gaps: What are competitors NOT mentioning in their descriptions that you could highlight as a differentiator?
• In Wix, set custom meta descriptions for every important page via the SEO panel. Never leave the meta description blank or auto-generated.

Heading Hierarchy Comparison: H1 Through H6 Analysis

The heading hierarchy of a page tells Google about the content structure and topical coverage. H1 tags define the primary topic, H2 tags define major subtopics, H3 tags define sub-subtopics, and so on. By comparing the heading structures of top-ranking competitor pages, you can identify exactly what subtopics Google expects to see covered for your target keyword.

How to extract and compare heading hierarchies

• Install the "HeadingsMap" or "SEO Meta in 1 Click" browser extension to quickly extract heading structures from any page.
• Visit each of the top 10 ranking pages for your target keyword and extract the complete heading hierarchy.
• Create a spreadsheet with each competitor's heading structure listed in full. Use indentation to show the hierarchy (H1 > H2 > H3).
• Count the total number of headings at each level for each competitor. Average these across all competitors.
• Identify common H2 topics that appear across multiple competitor pages. These represent the subtopics Google considers essential for this query.
• Identify unique H2 topics that only one or two competitors cover. These may represent differentiation opportunities or less important subtopics.
• Analyse H3 usage: Are competitors using H3 tags to break down H2 sections into more granular coverage? More granular coverage often correlates with higher rankings.
• Note which competitor has the most comprehensive heading structure. Count total headings and unique subtopics covered.
• Build your target heading structure for your Wix page by including all common subtopics plus unique additions that make your content more comprehensive.

Content Length and Depth Comparison

Content length alone does not determine rankings, but content depth and comprehensiveness do. Longer content tends to rank better not because it is longer, but because it covers more subtopics, answers more user questions, and provides more value. Comparing content depth across competitors helps you set the right benchmarks for your Wix pages.

Measuring and comparing content depth

• Use a word counter tool (such as WordCounter.net or the Word Count browser extension) to measure the word count of the main content area for each top-10 ranking page. Exclude navigation, footer, sidebar, and comment content.
• Record: URL, word count, number of headings, number of images, number of lists, number of tables, number of embedded videos.
• Calculate the average word count across all top-10 results. This is your minimum content length target.
• Calculate the word count of the position-one result. This is your competitive content length target.
• Beyond word count, assess content depth: Does the page define key terms? Does it provide examples? Does it include data and statistics? Does it address objections or common questions?
• Identify content elements present in top-ranking pages that add depth: comparison tables, step-by-step instructions, screenshots, expert quotes, case studies, FAQs.
• Plan your Wix page content to match the position-one word count and include all content elements found across the top 5 results, plus at least two additional unique value-adds.

Keyword Density and LSI Keyword Analysis

Keyword density, the percentage of times your target keyword appears relative to total word count, is an outdated metric when used in isolation. However, comparing keyword usage patterns across competitor pages reveals how frequently and naturally top-ranking pages use the target keyword and related terms. LSI (Latent Semantic Indexing) keywords are terms semantically related to your primary keyword that help Google understand topical depth.

• Use Surfer SEO, Clearscope, or Frase to analyse the keyword usage of top-ranking pages. These tools identify the exact terms and phrases present in ranking content.
• For a free alternative, use the Ctrl+F (Find) function on each competitor page to count how many times the primary keyword appears. Divide by total word count for density.
• Healthy keyword density for the primary term is typically 0.5% to 2.5%. Anything above 3% may indicate keyword stuffing.
• Identify LSI keywords by looking at related searches at the bottom of Google results, People Also Ask questions, and Google Autocomplete suggestions.
• Use the "Related Terms" reports in Surfer SEO or Clearscope to find the exact LSI keywords that top-ranking pages include.
• Create a list of 20-30 LSI keywords and related terms that you should naturally incorporate into your Wix page content.
• Compare which LSI keywords competitors include and which they miss. Including LSI keywords that competitors overlook can be a ranking advantage.

Internal Linking Patterns and Anchor Text Analysis

Internal links connect pages within a website, distributing link equity and helping Google understand site architecture and page relationships. Competitors with strong internal linking structures often outrank sites with superior content but poor internal linking. Analysing competitor internal linking reveals how many internal links top-ranking pages receive, what anchor text they use, and how they structure their content silos.

Analysing competitor internal linking patterns

• Use Screaming Frog SEO Spider (free for up to 500 URLs) to crawl each competitor website. After the crawl, export the Internal Links report.
• For each competitor's top-ranking page, check how many internal links point to that page from other pages on the same site.
• Examine the anchor text of internal links. Are competitors using keyword-rich anchor text for internal links? Unlike external links, keyword-rich internal anchor text is perfectly safe and encouraged.
• Map out the competitor's content silo structure: How do they organise related pages? Is there a hub page linking to spoke pages? Do spoke pages link back to the hub?
• Count the total internal links on each ranking page (both inbound and outbound). Note how many contextual links are within the body content versus navigational links.
• Identify competitors using breadcrumb navigation, related posts widgets, or in-content contextual links as their primary internal linking methods.
• Compare your Wix site's internal linking to competitors. Are you sending enough internal links to your most important pages? Are you using descriptive anchor text?

Image Optimisation Comparison

Images are an increasingly important on-page ranking factor, especially with Google's emphasis on page experience and visual search. Competitors with well-optimised images can gain advantages in both standard web search and Google Images search. Compare how competitors handle image optimisation to identify areas where your Wix site can improve.

• Alt text analysis: Use browser developer tools (right-click image > Inspect) to check alt attributes on competitor images. Are they using descriptive, keyword-inclusive alt text?
• File naming: Check image file names in the source code. Descriptive file names like "wix-seo-dashboard-screenshot.jpg" are better than "IMG_4532.jpg".
• Image format: Are competitors using modern formats like WebP or AVIF? Wix automatically serves images in WebP format for browsers that support it.
• Image dimensions: Are competitor images appropriately sized for their display area? Oversized images slow page load.
• Image compression: Use PageSpeed Insights to check if competitors properly compress their images.
• Number of images: Count the images on each competitor's top-ranking page. More images often correlate with better engagement metrics.
• Image types: Do competitors use original images, screenshots, infographics, charts, or stock photos? Original images are more valuable for SEO.
• Captions and context: Do competitors include descriptive captions below images? Captions are read more frequently than body text and provide additional keyword context.

Schema Markup Competitor Analysis

Schema markup (structured data) helps Google understand the content and context of your pages. Sites with proper schema markup can earn rich results in Google Search, including star ratings, FAQ dropdowns, How-To steps, breadcrumb trails, and more. Competitor schema analysis reveals which structured data types competitors use and which rich results they earn.

How to analyse competitor schema markup

• Open Google's Rich Results Test at search.google.com/test/rich-results and enter each competitor's top-ranking URL.
• The tool will show all detected structured data types and whether they are valid for rich results.
• Common schema types to look for: Article, FAQ, HowTo, Product, Review, LocalBusiness, Organization, BreadcrumbList, WebPage.
• Record which schema types each competitor uses in your comparison spreadsheet.
• Alternatively, view page source and search for "application/ld+json" to find JSON-LD schema markup blocks.
• Use the Schema Markup Validator at validator.schema.org to check for errors in competitor schema.
• Identify schema types used by top-ranking competitors that you have not implemented on your Wix site.
• In Wix, add structured data via the SEO panel on each page, or use Wix Velo for custom JSON-LD injection. Wix automatically generates some schema types like Organization and BreadcrumbList.

Page Speed and Core Web Vitals Comparison

Page speed and Core Web Vitals (CWV) are confirmed ranking factors. While they function as a tiebreaker rather than a dominant signal, in competitive niches where on-page quality is similar across top results, faster sites with better CWV scores gain an edge. Comparing your Wix site's performance against competitors identifies whether page speed is a competitive disadvantage you need to address.

Comparing page speed across competitors

• Run each competitor's top-ranking URL through PageSpeed Insights at pagespeed.web.dev.
• Record the Performance score (0-100), Largest Contentful Paint (LCP), First Input Delay (FID) or Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS) for both mobile and desktop.
• Compare these scores against your Wix page's scores.
• Identify which CWV metrics your Wix site underperforms on relative to competitors.
• Use GTmetrix to get additional timing metrics and waterfall charts that show exactly what slows down each page.
• Note: Wix has improved page speed significantly with the Wix Turbo infrastructure. If your scores are low, the issue is likely large uncompressed images, too many third-party apps, or heavy custom code rather than a platform limitation.
• Create an action plan to address any CWV metrics where your Wix site falls below competitor benchmarks.

Content Freshness and Update Frequency

Google values fresh content, particularly for queries where information changes over time. Competitors who regularly update their content can maintain ranking advantages over stale pages. Analysing competitor content freshness helps you establish an update cadence that keeps your Wix pages competitive.

• Check the publication and last-modified dates on competitor pages. Many blogs display these openly. If not visible, check the page source for meta dates or use the Wayback Machine at web.archive.org.
• Use the Google cache to see when Google last crawled each competitor page. Search "cache:URL" in Google.
• Compare update frequency: Do competitors update their top-ranking pages monthly, quarterly, or annually? Is there a pattern?
• Look for content freshness signals: updated statistics, current year references, recent examples, updated screenshots, and recent case studies.
• Note which competitors add new sections, FAQs, or expanded content during updates versus those who simply change the date.
• Set a content update calendar for your Wix site. At minimum, update your most important pages quarterly with fresh data, new examples, and expanded coverage.
• For time-sensitive keywords (containing "2025", "best", "latest"), monthly updates may be necessary to maintain rankings.

User Experience Signals Comparison

Google uses engagement metrics as indirect ranking signals. Pages with high dwell time, low bounce rates, and strong engagement tend to rank better over time. While you cannot see competitor analytics data directly, you can assess UX quality through observation and proxy metrics.

• Assess page layout quality: Is the content easy to scan? Are there clear visual hierarchies with headings, images, and whitespace?
• Check mobile responsiveness by viewing competitor pages on mobile. Google uses mobile-first indexing, so mobile experience is paramount.
• Evaluate above-the-fold content: Does the page immediately address the search query or is it buried below ads and filler?
• Look for engagement elements: table of contents, jump links, interactive calculators, comparison tables, expandable FAQ sections, video embeds.
• Check for intrusive interstitials: Full-screen popups, aggressive cookie banners, or large ad placements that interfere with content access negatively impact rankings.
• Assess navigation clarity: Can users easily find related content? Are breadcrumbs present? Is the menu structure logical?
• Test the page on multiple devices and screen sizes. Wix's responsive design ensures consistent experiences, but competitor sites may not be responsive, which is an advantage you can leverage.
• Consider implementing features competitors lack: table of contents with jump links, progress indicator, estimated read time, and print-friendly formatting on your Wix pages.

Building a Competitive On-Page Advantage on Wix

After completing the full on-page competitor analysis, synthesise all findings into an actionable optimisation plan for your Wix site. The goal is to create pages that are objectively superior to every competitor across all on-page dimensions.

• Create a title tag that follows the winning formula identified in your analysis, with your primary keyword front-loaded and a compelling modifier.
• Write a meta description that outperforms all competitor descriptions in click-appeal, using unique value propositions and a clear call-to-action.
• Build a heading hierarchy that covers every subtopic found across the top 10 competitors, plus at least 2-3 additional subtopics unique to your content.
• Write content that exceeds the longest top-10 competitor in word count while maintaining higher quality, depth, and readability.
• Include all content elements found across competitors: images, lists, tables, steps, FAQs, examples, and data.
• Implement schema markup types used by competitors plus any additional relevant types they missed.
• Build internal links from your most authoritative Wix pages to the target page using keyword-rich anchor text.
• Optimise all images with descriptive alt text, proper sizing, and modern formats.
• Ensure page speed metrics meet or exceed the best competitor scores.
• Set a content refresh schedule to keep the page current with the latest data, examples, and trends.

Complete How-To Guide: Competitor On-Page SEO Analysis

Step-by-step competitor on-page analysis for Wix sites

• Step 1: Search your primary target keyword in Google and open all top-10 organic results in separate browser tabs.
• Step 2: Create a master comparison spreadsheet with columns for every on-page element: title tag, meta description, H1, word count, number of headings, images, internal links, schema types, page speed scores.
• Step 3: Extract and record the title tag for each competitor page. Analyse keyword position, modifiers, length, and brand usage to identify the winning title tag formula.
• Step 4: Record and analyse meta descriptions for click-appeal, keyword usage, calls-to-action, and character length.
• Step 5: Use a heading extraction tool to pull the complete H1-H6 hierarchy from each competitor page. Identify common subtopics and unique coverage areas.
• Step 6: Measure word count for each page's main content area. Calculate the average and top-performer benchmark.
• Step 7: Analyse keyword density and LSI keyword usage using Surfer SEO, Clearscope, or manual Ctrl+F analysis. Build your target keyword and LSI keyword list.
• Step 8: Crawl competitor sites with Screaming Frog to analyse internal linking patterns, link counts, and anchor text strategies.
• Step 9: Inspect image optimisation across competitors: alt text quality, file naming, formats, compression, and caption usage.
• Step 10: Test each competitor URL in Google Rich Results Test to identify all schema markup types in use.
• Step 11: Run all competitor URLs through PageSpeed Insights and record Performance scores and Core Web Vitals for mobile and desktop.
• Step 12: Assess content freshness signals and update frequency for each competitor page.
• Step 13: Evaluate user experience quality across competitors: layout, mobile-friendliness, engagement elements, and accessibility.
• Step 14: Synthesise all findings into a single optimisation plan for your Wix page, with specific targets for every on-page element.
• Step 15: Implement all optimisations on your Wix page, publish, and submit the URL for indexing via Google Search Console.