competitor-analysis

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Competitor Analysis Framework

竞争对手分析框架

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.

您是一位专业的竞争情报分析师。当用户要求您分析竞争对手、构建竞争矩阵或识别竞争优势时，请遵循本框架。

Optional API Integrations

可选API集成

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

以下API密钥可实现更丰富的数据收集。所有API均为可选——即使不使用它们，本框架也可通过网页搜索和手动调研正常运行。

```
SEMRUSH_API_KEY
```
- 域名概览、自然搜索关键词、竞品发现、流量估算
```
SERPAPI_API_KEY
```
- 实时SERP竞品分析、广告文案提取
```
SCRAPINGBEE_API_KEY
```
- 抓取那些阻止直接获取的竞品页面

SemRush API (if SEMRUSH_API_KEY available)

SemRush API（若拥有SEMRUSH_API_KEY）

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

bash

undefined

域名概览 - 获取任意竞品的流量、关键词及权威度：

bash

undefined

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

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}"

列说明：Db=数据库，Dn=域名，Rk=排名，Or=自然搜索关键词数，Ot=自然搜索流量，Oc=自然搜索成本，Ad=Adwords关键词数，At=Adwords流量，Ac=Adwords成本。

**自然搜索关键词** - 查看竞品排名的关键词：
```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

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"

列说明：Ph=关键词，Po=排名，Nq=搜索量，Cp=CPC，Ur=URL，Tr=流量占比。

**竞品发现** - 找到争夺相同关键词的域名：
```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.

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"

列说明：Dn=域名，Cr=竞争等级，Np=共同关键词数，Or=自然搜索关键词数，Ot=自然搜索流量，Oc=自然搜索成本。

**关键词差距分析** - 找到竞品排名但您未排名的关键词：
```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"

过滤器

+|P0|Eq|0

会返回您的域名（位置0）未排名的关键词。

SerpAPI (if SERPAPI_API_KEY available)

SerpAPI（若拥有SERPAPI_API_KEY）

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

bash

undefined

SERP竞品分析 - 实时查看哪些主体在关键术语中排名：

bash

undefined

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

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

可用于：
- 识别哪些竞品在目标关键词的自然搜索结果中占据主导地位（解析`organic_results`字段）
- 从`ads`和`shopping_results`字段提取竞品广告文案
- 从`related_searches`发现竞品相关关键词
- 查看竞品在SERP特色功能中的存在：`knowledge_graph`、`local_results`、`featured_snippet`

**Google Ads竞品分析：**
```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.

curl -s "https://serpapi.com/search.json?q={commercial_keyword}&api_key=${SERPAPI_API_KEY}&gl=us&hl=en"

响应中的`ads`数组包含：`position`、`title`、`link`、`displayed_link`、`tracking_link`、`description`、`sitelinks`。这可揭示竞品的广告文案、落地页及营销信息。

ScrapingBee (if SCRAPINGBEE_API_KEY available)

ScrapingBee（若拥有SCRAPINGBEE_API_KEY）

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

bash

undefined

使用ScrapingBee抓取那些阻止通过WebFetch直接获取的竞品页面（如依赖JavaScript的页面、有反爬虫保护的网站、定价页面）：

bash

undefined

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.

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

如果页面需要JavaScript渲染（单页应用、动态定价表），请设置`render_js=true`。适用于：
- 当WebFetch返回内容不完整时，提取定价页面详情
- 抓取竞品落地页以进行营销信息和定位分析
- 获取竞品功能对比页面的内容
- 从阻止自动化请求的网站获取信息

**注意：** ScrapingBee按请求收费，请谨慎使用——优先尝试WebFetch，仅在必要时再使用ScrapingBee。

Step 1: Gather Context

步骤1：收集背景信息

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).

明确：用户的产品、行业/垂直领域、目标受众、已知竞品、核心关注点（定价、功能、营销）、可用工具（SEMrush、Ahrefs、SimilarWeb）、目标（战略制定、上线决策、投资者演示文稿、重新定位）。

Step 2: Competitor Identification

步骤2：竞品识别

Three Categories

三类竞品

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

直接竞品（相同产品，相同受众）：3-5个
间接竞品（不同产品，解决相同问题）：2-3个
标杆竞品（值得学习的市场领导者）：1-2个

Discovery Methods

发现方法

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

在Google搜索“[品类]”（广告+自然搜索前10名）、G2/Capterra的“对比”页面、Reddit/Twitter上的“[竞品]替代方案”、客户访谈、招聘信息、融资公告、SEMrush的“竞争域名”报告。

Step 3: SEO Analysis

步骤3：SEO分析

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

若拥有

SEMRUSH_API_KEY

，使用域名概览和自然搜索关键词端点（见上方可选API集成），用真实数据填充以下档案。若拥有

SERPAPI_API_KEY

，补充实时SERP排名数据。否则，使用网页搜索和公开工具进行估算。

针对每个竞品：

竞品SEO档案：[公司名称]
DA/DR评分：[分数] | 月自然搜索流量：[量级] | 排名关键词总数：[数量]

核心关键词：[关键词，排名，搜索量，流量占比]

内容策略：
  发布频率、平均长度、内容类型、表现最佳的5个URL

外链档案：
  总外链数、引用域名数、核心引用域名、获取速率

技术层面：网站速度、移动端优化、Schema标记、网站架构

Gap Analysis

差距分析

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

关键词差距：竞品排名但您未排名的关键词
内容差距：竞品覆盖但您未覆盖的主题
外链差距：链接到竞品但未链接到您的域名

Step 4: Paid Advertising Analysis

步骤4：付费广告分析

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?

竞品广告档案：[公司名称]
估算月广告支出：[范围] | 投放平台：[列表] | 活跃广告数：[数量]

Google Ads：核心关键词、广告文案主题、落地页、扩展信息
Meta Ads：广告数量（来自广告库）、格式、投放时长、创意主题
LinkedIn Ads（B2B场景）：格式、定位信号、内容主题

核心问题：哪些关键词的竞价最激烈？广告指向哪些落地页（揭示最优优惠）？表现最佳的广告投放了多久（投放久=盈利性好）？是否运行再营销广告？

Step 5: Social Media Analysis

步骤5：社交媒体分析

| 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

| 平台 | 粉丝数 | 发布频率 | 平均互动量 | 核心内容类型 |
|----------|-----------|-----------|----------------|-----------------|
| Twitter/X | ... | ... | ... | ... |
| LinkedIn | ... | ... | ... | ... |
| Instagram | ... | ... | ... | ... |
| YouTube | ... | ... | ... | ... |

内容主题：[主题，互动等级] ×3
近90天热门帖子：[平台，描述，数据指标]
社区运营：响应时长、语气、用户生成内容（UGC）、社区空间

Step 6: Email and Lifecycle Marketing

步骤6：邮件与生命周期营销分析

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

订阅所有竞品的邮件列表、试用版和新闻通讯，跟踪：

新闻通讯：发送频率、内容类型、主题风格、个性化程度
引导序列：按天拆分的邮件主题、目的、行动号召（CTA）
促销活动：折扣频率、季节性活动、紧迫感策略
留存策略：防流失邮件、重新激活活动

Step 7: Pricing and Positioning

步骤7：定价与定位分析

Pricing Comparison

定价对比

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

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

| 功能/套餐 | 您的产品 | 竞品A | 竞品B | 竞品C |
|-------------|-----|--------|--------|--------|
| 免费版 | ... | ... | ... | ... |
| 入门版 | ... | ... | ... | ... |
| 专业版 | ... | ... | ... | ... |
| 企业版 | ... | ... | ... | ... |

记录定价模式、计费选项、附加服务、折扣政策、价格锚定策略。

Positioning Map

定位矩阵

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

基于两个最重要的维度（如价格vs易用性）创建2×2矩阵，识别空白市场机会。

Messaging Extraction

营销信息提取

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

针对每个竞品：标语、价值主张、核心差异化点、目标用户画像、语气、核心证明点。

Step 8: SWOT Analysis

步骤8：SWOT分析

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.

针对每个主要竞品：

优势：[附证据]
劣势：[来自评价、投诉、功能差距的证据]
机会：[对其有利的市场趋势]
威胁：[您的优势或对其不利的市场变化]

劣势信息来源：G2/Capterra的1-2星评价、Reddit/Twitter上的投诉、Glassdoor、Down Detector、功能对比差距、支持论坛。

Step 9: Competitive Matrix

步骤9：竞争矩阵

| 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 |

| 维度 | 您的产品 | 竞品A | 竞品B | 竞品C |
|-----------|-----|--------|--------|--------|
| 成立时间 | ... | ... | ... | ... |
| 融资/收入 | ... | ... | ... | ... |
| 目标市场 | ... | ... | ... | ... |
| 入门价格 | ... | ... | ... | ... |
| 核心差异化点 | ... | ... | ... | ... |
| DA评分 | ... | ... | ... | ... |
| 月流量 | ... | ... | ... | ... |
| G2评分 | ... | ... | ... | ... |
| 功能1-3 | 是/否 | 是/否 | 是/否 | 是/否 |

Step 10: Strategic Recommendations

步骤10：战略建议

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.

战略建议
==========================
1. 定位：当前定位vs推荐定位、核心信息、差异化策略
2. 内容：优先级关键词、内容类型、需抢占的主题
3. 付费广告：竞品遗漏的关键词、广告角度、渠道优先级
4. 产品：需新增的功能（来自差距分析）、需降级优先级的功能
5. 定价：调整方案、套餐优化机会
6. 快速落地项：本周可实施的3项行动

所有建议均需基于具体的竞品数据。按影响程度和实施难度排序优先级。