SEO Competitor Analysis
SEO competitor analysis services that name names.
SEO competitor analysis services from a senior team in Amsterdam and New York: the 5 to 10 sites buyers see and what to take from each.
- Your real competitors in Google, based on data
- Where they beat you: keywords, content, backlinks
- Your share of search visibility, tracked quarterly
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Trusted by ambitious brands worldwide
SEMrush agency
Ranked #1 SEO agency in The Netherlands on Semrush
SEO for Google and AI
Found in Google, ChatGPT, Perplexity and AI Overviews
SEO competitor analysis services from a senior SEO agency in Amsterdam and New York
Most competitor analyses list every brand in your category. We find the 5 to 10 sites that win the searches you need, show where they beat you on keywords, content and links, and turn that into next quarter's plan.
Most competitor analyses list every brand in your category. We find the 5 to 10 sites that win the searches you need, show where they beat you on keywords, content and links, and turn that into next quarter's plan.
LASEO is a 100% SEO agency in Amsterdam and New York: no ads, no social, no web design. Our SEO competitor analysis services start with data on which sites keep showing up next to you in Google, then map the keyword, content and backlink gaps that matter. The result is a practical briefing your content and link building teams can work from, not a 60-page PDF. After that we refresh the analysis every quarter, so the plan keeps up with what competitors actually do. Want to compare your own content first? See content gap analysis.
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Competitor analyses that changed the next quarter's roadmap
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names the 5 to 10 sites that win your searches, shows what they have and you lack, and turns it into briefs your team can act on next quarter, not a deck that gets filed.
An SEO competitor analysis is only useful if it changes what you publish next month. We merge data from two keyword tools with your own Google Search Console, settle the differences and rank every gap by impact versus effort, so your team knows what to write and which sites to approach for links.
Part of SEO Consulting. Related services: SEO Audit, SEO Reporting, Ongoing SEO Management, Keyword Research and SEO Training.
How a competitor analysis engagement runs
How a LASEO competitor analysis runs in 5 phases
Five phases over the first 8 weeks, then a refresh every quarter. Each phase produces something you keep, whether or not the engagement continues.
- 01
Finding your real competitors (week 1)
We pull the search results for your top 100 commercial searches with Ahrefs and Semrush, and score every site in the top 10 on how often it appears and how high it ranks. The 5 to 10 sites with the highest score are your real competitors, and they are often different from the list your business sees as competitors.
- 02
Mapping keyword and content gaps (weeks 2-3)
We compare your keywords with those of each named competitor, using two tools, and merge the results into one spreadsheet. For each keyword: search volume, keyword difficulty, how far you are from ranking and which page should target it. Content gaps are grouped by topic, not just listed as keywords.
- 03
Backlinks they have and you do not (weeks 3-4)
We find the sites that link to two or more of your competitors but not to you, and score them on authority, traffic and how relevant they are to your topic. The result: a ranked list of 100-300 sites to approach for links, with contact research for the top 30.
- 04
Who owns the extras in Google (weeks 4-5)
For each priority search, we record which competitor owns which special result in Google: the highlighted answer box, the 'People also ask' questions, image and video blocks and the brand panel. We score each one on impact (how many clicks it takes from you) and effort (how realistic it is to win it back).
- 05
Opportunity briefs (weeks 6-8)
We turn the gaps into 20+ opportunity briefs, ranked by impact versus effort. Each brief covers the target keyword, the competitor we are taking it from, the recommended format and length, which of your pages should link to it, and link prospects. From quarter two, the share-of-voice scorecard is updated every 90 days.
Tracked quarterly,not delivered once and forgotten.
Most competitor decks are written once, presented at a kick-off and never opened again. We run the analysis on day one and update the share-of-voice scorecard, your share of all search visibility in your market, every quarter. So the brief you publish in May reflects what your competitors actually did in March. Five to ten competitors, named one by one, tracked one by one.
What our competitor-analysis clients say
Competitor intelligence in their own words
LASEO ran a deep dive on our main competitors with concrete plays for us to copy. Organic market share has been climbing since.
We finally know exactly where competitors are making money and where they are weak. That has changed how we plan content and links.
LASEO benchmarked our international competitors on keyword overlap, link velocity and SERP share. It was a genuine eye-opener.
LASEO ran a deep dive on our main competitors with concrete plays for us to copy. Organic market share has been climbing since.
We finally know exactly where competitors are making money and where they are weak. That has changed how we plan content and links.
LASEO benchmarked our international competitors on keyword overlap, link velocity and SERP share. It was a genuine eye-opener.
Google and AI search
Found in Google, and in the answers AI gives
More and more buyers ask ChatGPT, Perplexity or Google's AI Overviews before they click on anything. We make sure your brand shows up there too: as a source AI quotes and a brand it recommends.
More about AI SEOWhere your buyers search
- ChatGPT
- Google AI Overviews
- Perplexity
- Gemini
- Copilot
Your free audit shows whether ChatGPT and AI Overviews mention you.
- 01
Answers AI wants to quote
Clear answers, facts and sources on your pages, so AI tools pick your site as the source.
- 02
A site AI can read
A clean technical base that tells AI tools exactly what you sell and who it is for.
- 03
Mentioned in the right places
Reviews, press and trusted sites: the signals AI uses to decide which brands to recommend.
- 04
Measured, not guessed
We test the questions your buyers ask and track how often AI tools mention you, next to your Google rankings.
Honest answers about SEO competitor analysis
The questions we hear most before someone commissions a competitor analysis.
About LASEO
Question not listed?
A senior specialist is happy to answer it. Request your free audit, or call us directly.
Five to ten, not forty. The reason is statistical: across your top 100 commercial searches, a small group of sites appears in the top 10 far more often than the rest. Those five to ten do 80 percent of the damage to your share of voice, your share of all search visibility in your market. Tracking forty competitors dilutes the analysis, adds noise to that number and gives your team too many directions to chase. We identify the real list from search result data on day one, then revisit it once a year in case the market has shifted. Anyone selling you tracking on twenty-plus competitors is selling you a dashboard, not an analysis.
Market research asks who your customers are, what they value and how your brand positioning compares with the category. SEO competitor analysis asks which sites rank for your commercial searches, and which keywords, content and links they have that you do not. The two answer different questions and feed different teams: marketing and product use market research, content and SEO teams use competitor analysis. We only do the second. If you need market research, hire a strategy consultancy. If you need to know which content to write next quarter and which sites to approach for links, that is the work we do.
The first in-depth analysis takes 6-8 weeks. After that, update the share-of-voice scorecard monthly and the full gap analysis quarterly. Why quarterly: competitors typically make one significant content or link push per quarter, and your view of them needs to keep up. Updating once a year means working from a 12-month-old map of a moving battlefield. We deliver the monthly scorecard automatically and rerun the full gap analysis at the start of each quarter, with an updated list of opportunity briefs. Before a launch or after a traffic drop, a one-off update outside the quarterly cycle can be worth it.
Yes, if you have access to Ahrefs (or Semrush), Sistrix or a similar visibility tool, Google Search Console for your site, and roughly 20 hours per month of senior analyst time. The tools alone cost about EUR 700-1,200 monthly. The skill is not running the exports. It is merging, prioritising and turning raw data into 20 practical briefs your content and link teams can carry out. Most in-house teams can pull the data, fewer can prioritise it well, and almost none keep up the quarterly rhythm without it slipping off the calendar. If you can, do it. If you cannot, the consulting fee usually pays for itself inside two quarters.
A true SEO competitor is a site that ranks consistently for your commercial searches, meaning the keywords that bring in revenue or qualified leads. Not general awareness searches, not searches for brand names, not long informational questions. We identify them by exporting the search results for your top 100 commercial searches and counting how often each site appears in the top 10 with an average position better than 7. Sites that score high on both are your real competitors, whether or not your sales team sees them as a rival. This often turns up affiliate sites, comparison platforms and content-led brands that only compete in Google, not in the buying decision.
Free SEO competitor audit
Get your free SEO competitor auditfrom a senior consultant.
Free and without obligation. A senior consultant looks at your site, shows you who your real competitors in Google are (often a surprise), names the biggest content or link gaps holding back your rankings and tells you what to tackle first. No sales pitch. And we tell you whether a full competitor analysis is the right next step.