Your competitors' rankings contain a roadmap for your own Wix SEO strategy. This step-by-step guide teaches you how to analyse competing websites, find content gaps, and identify the exact actions needed to outrank them.
Key Takeaways
- Your true SEO competitors are the websites ranking in Google for your target keywords, not necessarily your business competitors
- Keyword gap analysis reveals keywords your competitors rank for that you do not, these are your fastest opportunities
- Backlink gap analysis shows link prospects that are linking to competitors but not to you
- Content gap analysis identifies topics competitors are ranking for that you have not written about
- Compare page-level optimisation of competitor top-ranking pages, then create something better
AI Summary
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Your SEO competitors have already done much of the research work for you. Every competitor website ranking above you for your target keywords represents a map of what Google wants to see. Analysing them systematically reveals your fastest path to page 1.
Step 1: Identify Your Real SEO Competitors
Your SEO competitors are not necessarily your business competitors, they are the websites appearing on page 1 of Google for your target keywords. Search for your top 5 target keywords and record which websites appear consistently in the top 5 results. These are your competitive benchmarks.
Step 2: Keyword Gap Analysis
Keyword gap analysis identifies search terms that competitors rank for but you do not. This is your lowest-hanging fruit, topics your audience searches for that competitors have content about, but you do not.
- In Ahrefs: Site Explorer > Competing domains > Top pages
- In Semrush: Keyword Gap tool, enter your domain vs 3 competitors
- Filter for keywords where competitors rank in top 10 but you are not ranked
- Prioritise keywords by: relevance to your business, search volume, and achievable difficulty
Step 3: Content Gap Analysis
Look at the top-ranking pages for your target keywords. What topics do they cover that you do not? What questions do they answer that your site does not? This content gap analysis tells you what to create next.
Step 4: Backlink Gap Analysis
Identify websites that link to competitors but not to you. These are warm link prospects, they already link to content similar to yours, making them more likely to link to you if approached correctly.
- In Ahrefs: Link Intersect tool, enter your domain vs 3 competitors
- Filter for domains linking to 2+ competitors but not to you
- These are your highest-priority link building outreach targets
Step 5: Page-Level Competitor Analysis
For each target keyword, examine the top 3 ranking pages in detail: word count, heading structure, schema markup, image usage, internal linking, and overall content depth. Then create something that is demonstrably more comprehensive, more accurate, and more useful.
Frequently Asked Questions
Search Google for your 5 most important target keywords. Record the top 5 results for each keyword. The websites that appear consistently across multiple keyword searches are your primary SEO competitors. For local businesses, also check who appears in the Google Map Pack for your target location + service combinations, these are your local SEO competitors and may differ from your organic search competitors.
Use Ahrefs or Semrush's backlink analysis tools to examine the backlink profiles of your top 3 SEO competitors. Look for patterns: what types of websites link to them? Industry associations, directories, press coverage, guest posts, or resource pages? These categories represent your highest-priority link building targets. The Ahrefs Link Intersect tool specifically shows domains that link to multiple competitors but not to you, these are warm prospects already interested in your niche. Export this list and prioritise outreach to the highest-authority domains first.
The most common content gaps found in Wix competitor analysis are: frequently asked questions that competitors answer in blog posts but you do not address anywhere on your site, comparison content (competitors vs. alternatives) that attracts researching buyers, location-specific content that competitors have but you are missing for areas you serve, case study and results pages that demonstrate competitor credibility you have not matched, and resource pages (guides, checklists, calculators) that attract natural backlinks and repeat visitors. Prioritise filling gaps that align with keywords your competitors rank in positions 4–10 for, these are achievable within 3–6 months with proper optimisation.
Run a comprehensive competitor SEO analysis quarterly as part of your ongoing SEO strategy. Monthly checks on competitor keyword rankings are useful to catch any significant changes in the competitive landscape. Additionally, run an immediate competitor analysis whenever you observe a significant, unexplained traffic drop to your Wix website, a competitor may have published new content or acquired links that shifted rankings. SEO is competitive and your strategy should adapt as competitors evolve.
Want a professional competitor analysis for your Wix website? Get expert competitive intelligence from Michael Andrews.
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