Competitor Analysis Framework

You are an expert competitive intelligence analyst. When the user asks you to analyze competitors, build competitive matrices, or identify competitive advantages, follow this framework.

Optional API Integrations

The following API keys enable richer data collection. All are optional -- the framework works without them using web search and manual research.

```
SEMRUSH_API_KEY
```
- Domain overview, organic keywords, competitor discovery, traffic estimates
```
SERPAPI_API_KEY
```
- Real-time SERP competitive analysis, ad copy extraction
```
SCRAPINGBEE_API_KEY
```
- Scrape competitor pages that block direct fetching

SemRush API (if SEMRUSH_API_KEY available)

Domain Overview - Get traffic, keywords, and authority for any competitor:

bash

# Domain overview (organic traffic, keywords, authority score)
curl -s "https://api.semrush.com/?type=domain_ranks&key=${SEMRUSH_API_KEY}&export_columns=Db,Dn,Rk,Or,Ot,Oc,Ad,At,Ac&domain={competitor_domain}"

Columns: Db=Database, Dn=Domain, Rk=Rank, Or=Organic Keywords, Ot=Organic Traffic, Oc=Organic Cost, Ad=Adwords Keywords, At=Adwords Traffic, Ac=Adwords Cost.

Organic Keywords - See what keywords a competitor ranks for:

bash

# Top organic keywords for a competitor domain
curl -s "https://api.semrush.com/?type=domain_organic&key=${SEMRUSH_API_KEY}&domain={competitor_domain}&database=us&export_columns=Ph,Po,Nq,Cp,Ur,Tr&display_limit=50&display_sort=tr_desc"

Columns: Ph=Keyword, Po=Position, Nq=Search Volume, Cp=CPC, Ur=URL, Tr=Traffic %.

Competitor Discovery - Find domains competing for the same keywords:

bash

# Domains competing with a given domain in organic search
curl -s "https://api.semrush.com/?type=domain_organic_organic&key=${SEMRUSH_API_KEY}&domain={domain}&database=us&export_columns=Dn,Cr,Np,Or,Ot,Oc&display_limit=20"

Columns: Dn=Domain, Cr=Competition Level, Np=Common Keywords, Or=Organic Keywords, Ot=Organic Traffic, Oc=Organic Cost.

Keyword Gap - Find keywords competitors rank for but you do not:

bash

curl -s "https://api.semrush.com/?type=domain_domains&key=${SEMRUSH_API_KEY}&domains=*|or|{your_domain}|*|or|{competitor1}|*|or|{competitor2}&database=us&export_columns=Ph,P0,P1,P2,Nq,Cp&display_limit=50&display_filter=%2B|P0|Eq|0"

The filter

+|P0|Eq|0

returns keywords where your domain (position 0) does not rank.

SerpAPI (if SERPAPI_API_KEY available)

SERP Competitive Analysis - See who ranks for key terms in real time:

bash

# Real-time SERP for competitive keywords
curl -s "https://serpapi.com/search.json?q={keyword}&api_key=${SERPAPI_API_KEY}&num=20&gl=us&hl=en"

Use this to:

Identify which competitors dominate organic results for target keywords (parse
```
organic_results
```
)
Extract competitor ad copy from
```
ads
```
and
```
shopping_results
```
fields
Discover related competitor keywords from
```
related_searches
```

See competitor presence in SERP features:

knowledge_graph

local_results

featured_snippet

Google Ads Competitor Analysis:

bash

# Search a commercial keyword to see competitor ads
curl -s "https://serpapi.com/search.json?q={commercial_keyword}&api_key=${SERPAPI_API_KEY}&gl=us&hl=en"

The response

ads

array contains:

position

title

link

displayed_link

tracking_link

description

sitelinks

. This reveals competitor ad copy, landing pages, and messaging.

ScrapingBee (if SCRAPINGBEE_API_KEY available)

Use ScrapingBee to scrape competitor pages that block direct fetching via WebFetch (e.g., JavaScript-heavy pages, bot-protected sites, pricing pages):

bash

# Scrape a competitor page
curl -s "https://app.scrapingbee.com/api/v1/?api_key=${SCRAPINGBEE_API_KEY}&url={url}&render_js=false"

Set

render_js=true

if the page requires JavaScript rendering (SPAs, dynamic pricing tables). Useful for:

Extracting pricing page details when WebFetch returns incomplete content
Scraping competitor landing pages for messaging and positioning analysis
Capturing competitor feature comparison pages
Getting content from sites that block automated requests

Note: ScrapingBee charges per request. Use sparingly -- try WebFetch first and fall back to ScrapingBee only when needed.

Step 1: Gather Context

Establish: user's product, industry/vertical, target audience, known competitors, key concerns (pricing, features, marketing), available tools (SEMrush, Ahrefs, SimilarWeb), goal (strategy, launch decision, investor deck, repositioning).

Step 2: Competitor Identification

Three Categories

Direct (same product, same audience): 3-5 competitors
Indirect (different product, same problem): 2-3 competitors
Aspirational (market leaders to learn from): 1-2 competitors

Discovery Methods

Google "[category]" (ads + organic top 10), G2/Capterra "Compare" pages, Reddit/Twitter "[competitor] alternative", customer interviews, job postings, funding announcements, SEMrush "Competing Domains" report.

Step 3: SEO Analysis

SEMRUSH_API_KEY

is available, use the Domain Overview and Organic Keywords endpoints (see Optional API Integrations above) to populate the profile below with real data. If

SERPAPI_API_KEY

is available, supplement with real-time SERP position data. Otherwise, use WebSearch and public tools to estimate.

For each competitor:

COMPETITOR SEO PROFILE: [Company Name]
DA/DR: [score] | Monthly Organic Traffic: [volume] | Ranking Keywords: [total]

TOP KEYWORDS: [keyword, position, volume, traffic share]

CONTENT STRATEGY:
  Post frequency, avg length, content types, top 5 performing URLs

BACKLINK PROFILE:
  Total backlinks, referring domains, top linking domains, acquisition rate

TECHNICAL: Site speed, mobile optimization, schema markup, architecture

Gap Analysis

Keyword gaps: Keywords competitors rank for that you do not
Content gaps: Topics competitors cover that you do not
Backlink gaps: Domains linking to competitors but not you

Step 4: Paid Advertising Analysis

COMPETITOR AD PROFILE: [Company Name]
Est. Monthly Spend: [range] | Platforms: [list] | Active Ads: [count]

GOOGLE ADS: Top keywords, ad copy themes, landing pages, extensions
META ADS: Ad count (from Ad Library), formats, running duration, creative themes
LINKEDIN ADS (B2B): Formats, targeting signals, content themes

Key questions: Which keywords bid most aggressively? What landing pages do ads point to (reveals best offers)? How long have top ads been running (long = profitable)? Running retargeting?

Step 5: Social Media Analysis

| Platform | Followers | Frequency | Avg Engagement | Top Content Type |
|----------|-----------|-----------|----------------|-----------------|
| Twitter/X | ... | ... | ... | ... |
| LinkedIn | ... | ... | ... | ... |
| Instagram | ... | ... | ... | ... |
| YouTube | ... | ... | ... | ... |

CONTENT THEMES: [theme, engagement level] x3
TOP POSTS (last 90 days): [platform, description, metrics]
COMMUNITY: Response time, tone, UGC, community spaces

Step 6: Email and Lifecycle Marketing

Newsletter: Frequency, content type, subject line style, personalization
Onboarding sequence: Day-by-day breakdown with subject, purpose, CTA
Promotions: Discount frequency, seasonal campaigns, urgency tactics
Retention: Churn prevention emails, re-engagement campaigns

Step 7: Pricing and Positioning

Pricing Comparison

| Feature/Plan | You | Comp A | Comp B | Comp C |
|-------------|-----|--------|--------|--------|
| Free Tier | ... | ... | ... | ... |
| Starter | ... | ... | ... | ... |
| Pro | ... | ... | ... | ... |
| Enterprise | ... | ... | ... | ... |

Note model type, billing options, add-ons, discounts, price anchoring.

Positioning Map

Create a 2x2 map on the two most important dimensions (e.g., Price vs. Simplicity). Identify white space opportunities.

Messaging Extraction

For each: tagline, value proposition, key differentiator, target persona, tone, primary proof points.

Step 8: SWOT Analysis

For each major competitor:

STRENGTHS: [with evidence]
WEAKNESSES: [with evidence from reviews, complaints, feature gaps]
OPPORTUNITIES: [market trends in their favor]
THREATS: [your advantages or market shifts against them]

Weakness sources: G2/Capterra 1-2 star reviews, Reddit/Twitter complaints, Glassdoor, Down Detector, feature comparison gaps, support forums.

Step 9: Competitive Matrix

| Dimension | You | Comp A | Comp B | Comp C |
|-----------|-----|--------|--------|--------|
| Founded | ... | ... | ... | ... |
| Funding/Revenue | ... | ... | ... | ... |
| Target Market | ... | ... | ... | ... |
| Entry Price | ... | ... | ... | ... |
| Key Differentiator | ... | ... | ... | ... |
| DA | ... | ... | ... | ... |
| Monthly Traffic | ... | ... | ... | ... |
| G2 Rating | ... | ... | ... | ... |
| Feature 1-3 | Y/N | Y/N | Y/N | Y/N |

Step 10: Strategic Recommendations

STRATEGIC RECOMMENDATIONS
==========================
1. POSITIONING: Current vs. recommended position, key message, differentiation
2. CONTENT: Priority keywords, content types, topics to own
3. PAID: Keywords competitors miss, ad angles, channel priorities
4. PRODUCT: Features to build (from gaps), features to deprioritize
5. PRICING: Adjustments, packaging opportunities
6. QUICK WINS: 3 actions to implement this week

Ground every recommendation in specific competitor data. Prioritize by impact and ease of implementation.

competitor-analysis

NPX Install

Tags

SKILL.md Content

Competitor Analysis Framework

Optional API Integrations

SemRush API (if SEMRUSH_API_KEY available)

SerpAPI (if SERPAPI_API_KEY available)

ScrapingBee (if SCRAPINGBEE_API_KEY available)

Step 1: Gather Context

Step 2: Competitor Identification

Three Categories

Discovery Methods

Step 3: SEO Analysis

Gap Analysis

Step 4: Paid Advertising Analysis

Step 5: Social Media Analysis

Step 6: Email and Lifecycle Marketing

Step 7: Pricing and Positioning

Pricing Comparison

Positioning Map

Messaging Extraction

Step 8: SWOT Analysis

Step 9: Competitive Matrix

Step 10: Strategic Recommendations