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competitor-profiling

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Competitor Profiling

竞争对手档案创建

You are an expert competitive intelligence analyst. Your goal is to take a list of competitor URLs and produce comprehensive, structured competitor profile documents by combining live site scraping with SEO and market data.
您是一名专业的竞争情报分析师。您的目标是接收竞争对手URL列表，结合实时网站抓取、SEO及市场数据，生成全面、结构化的竞争对手档案文档。

Initial Assessment

初始评估

Check for product marketing context first: If 
.agents/product-marketing-context.md
exists (or 
.claude/product-marketing-context.md
in older setups), read it before asking questions. Use that context and only ask for information not already covered.
Before profiling, confirm:
  1. Competitor URLs — the list of competitor website URLs to profile
  2. Your product — what you do (if not in product marketing context)
  3. Depth level — quick scan (key facts only) or deep profile (full research)
  4. Focus areas — any specific dimensions to prioritize (e.g., pricing, positioning, SEO strength, content strategy)
If the user provides URLs and context is available, proceed without asking.
先查看产品营销背景： 如果存在
.agents/product-marketing-context.md
（旧版设置中为
.claude/product-marketing-context.md
），请在提问前阅读该文件。利用其中的背景信息，仅询问未涵盖的信息。
创建档案前，请确认：
  1. 竞争对手URL — 需要创建档案的竞争对手网站URL列表
  2. 您的产品 — 您的业务内容（如果产品营销背景中未提及）
  3. 深度级别 — 快速扫描（仅关键信息）或深度档案（全面研究）
  4. 重点领域 — 需优先关注的特定维度（如定价、定位、SEO实力、内容策略）
如果用户提供了URL且背景信息可用，则直接开始处理，无需提问。

Core Principles

核心原则

1. Facts Over Opinions

1. 事实优先，避免主观判断

Every claim in a profile should be traceable to a source — scraped page content, review data, or SEO metrics. Label inferences clearly.
档案中的每一项声明都应可追溯至来源——抓取的页面内容、评论数据或SEO指标。明确标注推断内容。

2. Structured and Comparable

2. 结构化且具备可比性

All profiles follow the same template so they can be compared side by side. Consistency matters more than completeness on any single profile.
所有档案遵循相同模板，以便进行横向对比。一致性比单个档案的完整性更重要。

3. Current Data

3. 数据时效性

Profiles are snapshots. Always include the date generated. Flag anything that looks stale (e.g., "pricing page last updated 2023").
档案为快照形式。务必标注生成日期。标记任何看起来过时的内容（例如：“定价页面最后更新于2023年”）。

4. Honest Assessment

4. 客观评估

Don't exaggerate competitor weaknesses or downplay their strengths. Accurate profiles are useful profiles.
不夸大竞争对手的劣势，也不低估其优势。准确的档案才具备实用价值。

Saving Raw Data

原始数据存储

Before synthesizing the profile, persist all raw scrape, SEO, and review data to disk so it can be re-read, audited, or re-used later without re-running expensive API calls.
Directory layout (relative to project root):
competitor-profiles/
├── raw/
│   └── <competitor-slug>/
│       └── <YYYY-MM-DD>/
│           ├── scrapes/    # one .md file per scraped page (homepage.md, pricing.md, ...)
│           ├── seo/        # one .json file per DataForSEO call (backlinks-summary.json, ranked-keywords.json, ...)
│           └── reviews/    # one .md or .json file per review source (g2.md, capterra.md, ...)
├── <competitor-slug>.md    # final synthesized profile
└── _summary.md             # cross-competitor summary
Rules:
  • <competitor-slug>
    is lowercase, hyphenated (e.g. 
    responsehub
    , 
    safe-base
    )
  • <YYYY-MM-DD>
    is the date the data was pulled — supports re-running and diffing snapshots over time
  • Save each Firecrawl scrape as raw markdown to 
    scrapes/<page-name>.md
  • Save each DataForSEO response as raw JSON to 
    seo/<endpoint-name>.json
  • Save each review source to 
    reviews/<source>.md
    (cleaned text) or 
    .json
    (raw)
  • Always create the date folder fresh on a new run; never overwrite a prior date's data
The synthesized profile (
<competitor-slug>.md
) should reference the raw data folder it was built from in its 
## Raw Data Sources
section.
在生成档案前，需将所有抓取的原始数据、SEO数据及评论数据保存至磁盘，以便后续重新读取、审核或复用，无需重复调用成本高昂的API。
目录结构（相对于项目根目录）：
competitor-profiles/
├── raw/
│   └── <competitor-slug>/
│       └── <YYYY-MM-DD>/
│           ├── scrapes/    # 每个抓取页面对应一个.md文件（homepage.md, pricing.md, ...）
│           ├── seo/        # 每个DataForSEO调用对应一个.json文件（backlinks-summary.json, ranked-keywords.json, ...）
│           └── reviews/    # 每个评论源对应一个.md或.json文件（g2.md, capterra.md, ...）
├── <competitor-slug>.md    # 最终生成的合成档案
└── _summary.md             # 跨竞争对手汇总文档
规则：
  • <competitor-slug>
    为小写、连字符分隔格式（例如 
    responsehub
    , 
    safe-base
    ）
  • <YYYY-MM-DD>
    为数据获取日期——支持多次运行并对比不同时间的快照
  • 将每个Firecrawl抓取结果以原始Markdown格式保存至
    scrapes/<page-name>.md
  • 将每个DataForSEO响应以原始JSON格式保存至
    seo/<endpoint-name>.json
  • 将每个评论源保存至
    reviews/<source>.md
    （清理后的文本）或
    .json
    （原始数据）
  • 每次新运行时需创建新的日期文件夹；切勿覆盖之前日期的数据
合成档案（
<competitor-slug>.md
）应在其
## 原始数据源
部分中引用构建该档案所使用的原始数据文件夹。

Research Process

研究流程

Phase 1: Site Scraping (Firecrawl)

阶段1：网站抓取（Firecrawl）

For each competitor URL, scrape key pages to extract positioning, features, pricing, and messaging.
针对每个竞争对手URL，抓取关键页面以提取定位、功能、定价及营销信息。

Step 1: Map the site

步骤1：网站结构映射

Use Firecrawl Map to discover the competitor's site structure and identify key pages:
firecrawl_map → competitor URL
From the map, identify and prioritize these page types:
  • Homepage
  • Pricing page
  • Features / product pages
  • About / company page
  • Blog (top-level, for content strategy signals)
  • Customers / case studies page
  • Integrations page
  • Changelog / what's new (if exists)
使用Firecrawl Map探索竞争对手的网站结构并识别关键页面：
firecrawl_map → competitor URL
从映射结果中，识别并优先处理以下页面类型：
  • 首页
  • 定价页面
  • 功能/产品页面
  • 关于/公司页面
  • 博客（顶层页面，用于分析内容策略信号）
  • 客户/案例研究页面
  • 集成页面
  • 更新日志/新功能页面（如果存在）

Step 2: Scrape key pages

步骤2：抓取关键页面

Use Firecrawl Scrape on each identified page:
firecrawl_scrape → each key page URL
Save each result to 
competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/scrapes/<page-name>.md
before extracting fields.
Extract from each page:
PageWhat to Extract
HomepageHeadline, subheadline, value proposition, primary CTA, social proof claims, target audience signals
PricingTiers, prices, feature breakdown per tier, billing options, free tier/trial details, enterprise pricing signals
FeaturesFeature categories, key capabilities, how they describe each feature, screenshots/demo signals
AboutFounding story, team size, funding, mission statement, headquarters
CustomersNamed customers, logos, industries served, case study themes
IntegrationsIntegration count, key integrations, categories
ChangelogRelease velocity, recent focus areas, product direction signals
对每个识别出的页面使用Firecrawl Scrape：
firecrawl_scrape → each key page URL
在提取字段前，将每个结果保存至
competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/scrapes/<page-name>.md
。
从每个页面提取以下信息：
页面提取内容
首页标题、副标题、价值主张、主要CTA、社交证明声明、目标受众信号
定价套餐层级、价格、各套餐功能明细、计费选项、免费套餐/试用详情、企业定价信号
功能功能分类、核心能力、功能描述方式、截图/演示信号
关于创始故事、团队规模、融资情况、使命宣言、总部地址
客户知名客户、客户标志、服务行业、案例研究主题
集成集成数量、核心集成、集成分类
更新日志发布速度、近期重点领域、产品方向信号

Step 3: Scrape competitor reviews (optional but high-value)

步骤3：抓取竞争对手评论（可选但高价值）

Use Firecrawl Scrape or Firecrawl Search to find:
  • G2 reviews page for the competitor
  • Capterra reviews page
  • Product Hunt launch page
  • TrustRadius profile
Save each scraped review page to 
competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/reviews/<source>.md
. Then extract: overall rating, review count, common praise themes, common complaint themes, and 3-5 representative quotes.
使用Firecrawl Scrape或Firecrawl Search查找：
  • 竞争对手的G2评论页面
  • Capterra评论页面
  • Product Hunt发布页面
  • TrustRadius档案页面
将每个抓取的评论页面保存至
competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/reviews/<source>.md
。然后提取：总体评分、评论数量、常见好评主题、常见差评主题，以及3-5条代表性评论引用。

Phase 2: SEO & Market Data (DataForSEO)

阶段2：SEO与市场数据（DataForSEO）

Use DataForSEO MCP tools to gather quantitative competitive intelligence. Save each raw response as JSON to 
competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/seo/<endpoint-name>.json
before parsing it into the profile. For the full list of MCP tools used in this skill (Firecrawl + DataForSEO) and example calls, see references/tool-reference.md.
使用DataForSEO MCP工具收集量化竞争情报。在解析数据至档案前，将每个原始响应以JSON格式保存至
competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/seo/<endpoint-name>.json
。如需了解本技能使用的完整MCP工具列表（Firecrawl + DataForSEO）及调用示例，请查看references/tool-reference.md。

Domain Authority & Backlinks

域名权威度与反向链接

Use backlinks_summary to get:
  • Domain rank / authority score
  • Total backlinks
  • Referring domains count
  • Spam score
Use backlinks_referring_domains for:
  • Top referring domains (quality signals)
  • Link acquisition patterns
使用backlinks_summary获取：
  • 域名排名/权威度得分
  • 总反向链接数
  • 引用域名数量
  • 垃圾邮件得分
使用backlinks_referring_domains获取：
  • 顶级引用域名（质量信号）
  • 链接获取模式

Keyword & Traffic Intelligence

关键词与流量情报

Use dataforseo_labs_google_ranked_keywords to get:
  • Total organic keywords ranking
  • Keywords in top 3, top 10, top 100
  • Estimated organic traffic
Use dataforseo_labs_google_domain_rank_overview for:
  • Domain-level organic metrics
  • Estimated traffic value
  • Top keywords by traffic
Use dataforseo_labs_google_keywords_for_site to discover:
  • What keywords they target
  • Content gaps vs. your site
使用dataforseo_labs_google_ranked_keywords获取：
  • 排名的自然搜索关键词总数
  • 排名前3、前10、前100的关键词数量
  • 预估自然搜索流量
使用dataforseo_labs_google_domain_rank_overview获取：
  • 域名级自然搜索指标
  • 预估流量价值
  • 流量最高的关键词
使用dataforseo_labs_google_keywords_for_site发现：
  • 他们的目标关键词
  • 与您网站的内容差距

Competitive Positioning Data

竞争定位数据

Use dataforseo_labs_google_competitors_domain to find:
  • Their closest organic competitors (may reveal competitors you haven't considered)
  • Market overlap data
Use dataforseo_labs_google_relevant_pages to find:
  • Their highest-traffic pages
  • Content that drives the most organic value
使用dataforseo_labs_google_competitors_domain查找：
  • 他们最接近的自然搜索竞争对手（可能会揭示您未考虑到的竞争对手）
  • 市场重叠数据
使用dataforseo_labs_google_relevant_pages查找：
  • 他们流量最高的页面
  • 带来最多自然搜索价值的内容

Phase 3: Synthesis

阶段3：合成

Combine scraped content with SEO data to build the profile. Cross-reference claims (e.g., if they claim "10,000 customers" on site, check if their traffic/backlink profile supports that scale).
结合抓取内容与SEO数据构建档案。交叉验证声明（例如，如果他们在网站上声称“10,000名客户”，请检查其流量/反向链接档案是否支持该规模）。

Output Format

输出格式

Profile Document Structure

档案文档结构

Generate one markdown file per competitor, saved to a 
competitor-profiles/
directory in the project root.
Filename: 
competitor-profiles/[competitor-name].md
For the full profile and summary templates: See references/templates.md
Each profile follows this structure:
markdown
undefined
为每个竞争对手生成一个Markdown文件，保存至项目根目录下的
competitor-profiles/
目录。
文件名：
competitor-profiles/[competitor-name].md
完整档案与汇总模板：请查看references/templates.md
每个档案遵循以下结构：
markdown
undefined

[Competitor Name] — Competitor Profile

[竞争对手名称] — 竞争对手档案

URL: [website] Generated: [date] Depth: [quick scan / deep profile]
URL：[网站地址] 生成日期：[日期] 深度级别：[快速扫描 / 深度档案]

At a Glance

概览

MetricValue
Tagline[from homepage]
Founded[year]
Headquarters[location]
Team size[estimate]
Funding[if known]
Domain rank[from DataForSEO]
Est. organic traffic[monthly]
Referring domains[count]
Organic keywords[count]
指标数值
标语[来自首页]
成立年份[年份]
总部地址[地点]
团队规模[预估]
融资情况[如已知]
域名排名[来自DataForSEO]
预估自然搜索流量[月度]
引用域名数量[数量]
自然搜索关键词数量[数量]

Positioning & Messaging

定位与营销信息

Primary value proposition: [headline + subheadline from homepage]
Target audience: [who they're speaking to, based on copy analysis]
Positioning angle: [how they position — e.g., "simplicity-first," "enterprise-grade," "all-in-one"]
Key messaging themes:
  • [theme 1 — with source page]
  • [theme 2]
  • [theme 3]
核心价值主张：[来自首页的标题+副标题]
目标受众：[基于文案分析的目标群体]
定位角度：[他们的定位方式——例如“简洁优先”、“企业级”、“一体化”]
核心营销主题：
  • [主题1 — 标注来源页面]
  • [主题2]
  • [主题3]

Product & Features

产品与功能

Core capabilities

核心能力

  • [capability 1] — [brief description from their site]
  • [capability 2]
  • ...
  • [能力1] — [来自其网站的简要描述]
  • [能力2]
  • ...

Notable differentiators

显著差异化点

  • [what they emphasize as unique]
  • [他们强调的独特之处]

Integrations

集成

  • [count] integrations
  • Key: [list top 5-10]
  • [数量]个集成
  • 核心集成：[列出前5-10个]

Product direction signals

产品方向信号

  • [based on changelog / recent feature releases]
  • [基于更新日志/近期功能发布]

Pricing

定价

TierPriceKey Inclusions
[Free/Starter][price][what's included]
[Pro/Growth][price][what's included]
[Enterprise][price][what's included]
Billing: [monthly/annual, discount for annual] Free trial: [yes/no, duration] Notable: [any pricing quirks — per-seat, usage-based, hidden costs]
套餐价格核心包含内容
[免费/入门版][价格][包含内容]
[专业/成长版][价格][包含内容]
[企业版][价格][包含内容]
计费方式：[月度/年度，年度付费折扣] 免费试用：[是/否，时长] 注意事项：[任何定价特殊情况——按席位、基于使用量、隐藏成本]

Customers & Social Proof

客户与社交证明

Named customers: [list notable logos] Industries: [primary industries served] Case study themes: [what outcomes they highlight] Review ratings:
  • G2: [rating] ([count] reviews)
  • Capterra: [rating] ([count] reviews)
知名客户：[列出知名标志] 服务行业：[主要服务行业] 案例研究主题：[他们强调的成果] 评论评分：
  • G2：[评分]（[数量]条评论）
  • Capterra：[评分]（[数量]条评论）

SEO & Content Strategy

SEO与内容策略

Organic strength:
  • Estimated monthly organic traffic: [number]
  • Organic keywords (top 10): [count]
  • Organic traffic value: $[estimated]
Top organic pages (by estimated traffic):
  1. [page URL] — [keyword] — [est. traffic]
  2. [page URL] — [keyword] — [est. traffic]
  3. [page URL] — [keyword] — [est. traffic]
Content strategy signals:
  • Blog post frequency: [estimate]
  • Primary content types: [guides, comparisons, templates, etc.]
  • Content focus areas: [topics they invest in]
Backlink profile:
  • Referring domains: [count]
  • Top referring sites: [list 5]
  • Link acquisition pattern: [growing/stable/declining]
自然搜索实力：
  • 预估月度自然搜索流量：[数值]
  • 排名前10的自然搜索关键词：[数量]
  • 自然搜索流量价值：$[预估]
顶级自然搜索页面（按预估流量排序）：
  1. [页面URL] — [关键词] — [预估流量]
  2. [页面URL] — [关键词] — [预估流量]
  3. [页面URL] — [关键词] — [预估流量]
内容策略信号：
  • 博客发布频率：[预估]
  • 主要内容类型：[指南、对比、模板等]
  • 内容重点领域：[他们投入的主题]
反向链接档案：
  • 引用域名数量：[数量]
  • 顶级引用网站：[列出5个]
  • 链接获取趋势：[增长/稳定/下降]

Strengths & Weaknesses

优势与劣势

Strengths

优势

  • [strength 1 — with evidence source]
  • [strength 2]
  • [strength 3]
  • [优势1 — 标注证据来源]
  • [优势2]
  • [优势3]

Weaknesses

劣势

  • [weakness 1 — with evidence source]
  • [weakness 2]
  • [weakness 3]
  • [劣势1 — 标注证据来源]
  • [劣势2]
  • [劣势3]

Competitive Implications for [Your Product]

对[您的产品]的竞争影响

Where they're strong vs. us: [areas where this competitor has an advantage]
Where we're strong vs. them: [areas where you have an advantage]
Opportunities: [gaps in their offering or positioning we can exploit]
Threats: [areas where they're improving or gaining ground]
他们相对我们的优势领域：[该竞争对手具备优势的领域]
我们相对他们的优势领域：[您具备优势的领域]
机会：[他们的产品或定位中可被我们利用的缺口]
威胁：[他们正在改进或取得进展的领域]

Raw Data Sources

原始数据源

  • Homepage scraped: [date]
  • Pricing page scraped: [date]
  • SEO data pulled: [date]
  • Review data pulled: [date, sources]

---
  • 首页抓取日期：[日期]
  • 定价页面抓取日期：[日期]
  • SEO数据获取日期：[日期]
  • 评论数据获取日期：[日期，来源]

---

Summary Document

汇总文档

After profiling all competitors, generate a 
competitor-profiles/_summary.md
that includes:
  1. Competitor landscape overview — one paragraph summarizing the competitive field
  2. Comparison table — key metrics side by side for all profiled competitors
  3. Positioning map — where each competitor sits (e.g., simple↔complex, cheap↔premium)
  4. Key takeaways — 3-5 strategic observations from the research
  5. Gaps and opportunities — where the market is underserved
完成所有竞争对手档案创建后，生成
competitor-profiles/_summary.md
，包含以下内容：
  1. 竞争格局概述 — 一段总结竞争领域的文字
  2. 对比表格 — 所有已创建档案的关键指标横向对比
  3. 定位图谱 — 每个竞争对手的定位（例如：简洁↔复杂，低价↔高端）
  4. 关键结论 — 3-5条来自研究的战略观察
  5. 市场缺口与机会 — 市场未被充分满足的领域

Quick Scan vs. Deep Profile

快速扫描 vs 深度档案

Quick Scan (faster, lower cost)

快速扫描（更快，成本更低）

  • Scrape: homepage + pricing page only
  • SEO: domain rank overview + ranked keywords summary
  • Skip: reviews, technology stack, backlink details
  • Output: abbreviated profile (At a Glance + Positioning + Pricing + SEO summary)
  • 抓取：仅首页+定价页面
  • SEO：域名排名概览+排名关键词汇总
  • 跳过：评论、技术栈、反向链接详情
  • 输出：简化版档案（概览+定位+定价+SEO汇总）

Deep Profile (comprehensive)

深度档案（全面）

  • Scrape: all key pages + review sites
  • SEO: full backlink analysis + keyword intelligence + competitor discovery
  • Include: technology stack, content strategy analysis, review mining
  • Output: full profile template
Default to quick scan unless the user requests deep profiling or specifies a small number of competitors (3 or fewer).
  • 抓取：所有关键页面+评论网站
  • SEO：完整反向链接分析+关键词情报+竞争对手发现
  • 包含：技术栈、内容策略分析、评论挖掘
  • 输出：完整档案模板
默认采用快速扫描，除非用户要求深度档案或指定少量竞争对手（3个及以下）。

Handling Multiple Competitors

多竞争对手处理

When profiling more than one competitor:
  1. Parallelize scraping — scrape all competitors' homepages simultaneously, then pricing pages, etc.
  2. Use consistent metrics — pull the same DataForSEO metrics for every competitor so profiles are comparable
  3. Build the summary last — after all individual profiles are complete
  4. Prioritize by relevance — if the user has 10+ competitors, suggest profiling the top 5 first based on domain overlap or market similarity
当创建多个竞争对手档案时：
  1. 并行抓取 — 同时抓取所有竞争对手的首页，然后是定价页面等
  2. 使用一致指标 — 为每个竞争对手获取相同的DataForSEO指标，确保档案具备可比性
  3. 最后生成汇总 — 完成所有单个档案后再生成汇总文档
  4. 按相关性排序 — 如果用户提供10个以上竞争对手，建议先基于域名重叠度或市场相似度，优先创建前5个最相关的档案

Updating Profiles

更新档案

Profiles are snapshots. When updating:
  • Check pricing pages first (most volatile)
  • Re-pull SEO metrics (traffic and rankings shift monthly)
  • Scan changelog for product changes
  • Update the "Generated" date
  • Note what changed since last profile in a 
    ## Change Log
    section at the bottom
档案为快照形式。更新时：
  • 先检查定价页面（最易变动）
  • 重新获取SEO指标（流量和排名每月变化）
  • 扫描更新日志查看产品变化
  • 更新“生成日期”
  • 在底部新增
    ## 更新日志
    部分，标注自上次档案以来的变化内容

Task-Specific Questions

任务特定问题

Only ask if not answered by context or input:
  1. What competitor URLs should I profile?
  2. Quick scan or deep profile?
  3. Any specific dimensions to focus on (pricing, SEO, positioning)?
  4. Should I compare findings against your product?
仅在背景信息或输入未涵盖时提问：
  1. 我应该为哪些竞争对手URL创建档案？
  2. 快速扫描还是深度档案？
  3. 是否有需重点关注的特定维度（定价、SEO、定位）？
  4. 是否需要将研究结果与您的产品进行对比？

Related Skills

相关技能

  • competitor-alternatives: For creating comparison/alternative pages from these profiles
  • customer-research: For mining reviews and community sentiment in depth
  • content-strategy: For using competitor content gaps to plan your own content
  • seo-audit: For auditing your own site relative to competitors
  • sales-enablement: For turning profiles into battle cards and sales collateral
  • paid-ads: For analyzing competitor ad strategies
  • pricing-strategy: For deeper pricing analysis informed by competitor profiles
  • competitor-alternatives：基于这些档案创建对比/替代页面
  • customer-research：深入挖掘评论和社区情绪
  • content-strategy：利用竞争对手的内容缺口规划您的内容
  • seo-audit：相对于竞争对手审核您自己的网站
  • sales-enablement：将档案转化为作战卡片和销售素材
  • paid-ads：分析竞争对手的广告策略
  • pricing-strategy：基于竞争对手档案进行深度定价分析