TL;DR:
- Use one master template, then four focused ones: keyword gap, SERP, links, and tech.
- Find search competitors per topic, not only business rivals. Cross-check by query set.
- Score gaps by impact and effort so your roadmap is clear and real.
- Repeat monthly for fast niches, quarterly for stable ones. Track deltas.
- Tie every insight to an action, an owner, and a date.
You get a practical set of competitive analysis templates for SEO. Each template is simple. Each one maps to a core SEO task. You can copy the tables below into Sheets or Excel. You also get a short checklist to avoid common mistakes.
This is helpful content. It is not news. The advice and workflows are evergreen.
Who you are competing with in search
Your search competitors are the pages that rank for your target queries. They may not be your business rivals. A price comparison site, a forum, or a wiki can be a search competitor. Conductor and Semrush both advise listing SERP competitors per topic or query group, then using data to decide who matters.
The template stack
Use five templates. They work together.
- A Master Tracker to log competitors, deltas, owners, and dates.
- A Keyword Gap Template to find missing and weak terms.
- A SERP Analysis Template to decode intent, format, and on-page patterns.
- A Backlink Gap Template to spot link opportunities by page and anchor.
- A Tech and UX Parity Template to catch blockers that keep you behind.
1) Master Tracker (overview and actions)
Columns to include:
- Competitor, segment, and target market.
- Strengths, weaknesses, and key pages.
- Your page mapped against theirs.
- Priority, impact, effort, owner, due date, status.
Small example:
| Competitor | Topic cluster | Their top page | Our page | Gap summary | Priority | Impact | Effort | Owner | Due |
| rivalsite.com | “best running shoes” | /best-running-shoes | /running-shoes-guide | Lacks brand vs model chart, no schema | High | High | Medium | Dana | 2025-10-10 |
Why this matters: it turns findings into shipped work. No loose ends.
2) Keyword Gap Template
A keyword gap review compares the keywords your site ranks for with the keywords your competitors rank for. The goal is to find missing topics and weak rankings you can win. Semrush calls this a core step, and advises running a gap tool against multiple rivals.
Suggested columns:
| Keyword | Intent | Our rank | Best rival rank | Rival URL | Monthly volume | Difficulty | Opportunity score | Suggested asset | Status |
3) SERP Analysis Template
A SERP review shows what Google is rewarding. You capture intent, content types, link modules, People Also Ask, and schema. This helps you match format and add something better. Use a short, repeatable table.
| Query | Intent | SERP features | Top patterns | Word range | Media | Schema | Common headings | Thin gaps to exploit |
How to use it:
- Write the three most common headings found across the top 10 pages.
- Note page types. Guides, tools, category pages, or comparisons.
- Add one “do different” angle. For example, a calculator, a selector, or a data table.
- A fresh SERP template helps you decode content blueprints fast.
4) Backlink Gap Template
Look at linking domains your rivals have that you do not. Group by page type and anchor. Then plan outreach or assets to attract similar links.
| Rival page | Your matching page | Domains linking to rival only | Anchor themes | Link type | Pitch angle | Owner | Due |
Workflows:
- For guides with many edu or gov links, plan an evidence upgrade.
- For comparisons pulling affiliate linkers, add unique testing data.
- For stats pages, release a small dataset or method note.
CXL’s guide stresses using competitive research to focus on what moves outcomes, not vanity data. Apply that here and skip low value links.
5) Tech and UX Parity Template
Track blockers that suppress rankings even when content is good.
| Area | Your status | Rival benchmark | Issue | User impact | Fix | Owner | ETA |
| Core Web Vitals | LCP 3.8 s mobile | Rival 2.1 s | Slow hero | High bounce | Compress hero, lazy load | Dev | 2025-10-05 |
| Internal links | 3 inlinks | Rival hub with 18 | Orphan risk | Low discoverability | Add nav links, breadcrumbs | SEO | 2025-10-02 |
Step-by-step workflow using the templates
Step 1: Define the query set and competitors
Start with one topic cluster. Pull your target queries from your plan. Add the pages that already rank. List the domains that rank top 10 for most queries in that set. Conductor suggests separating brand rivals from SERP rivals and focusing on SERP rivals first.
Step 2: Fill the Keyword Gap Template
Export ranking keywords for you and up to four rivals. Join them in one table. Compute your opportunity score. Semrush explains gap analysis as identifying keywords rivals rank for that you do not, and weak terms where they beat you.
Actions to log in the Master Tracker:
- Create a new page for high intent missing terms.
- Improve or consolidate thin pages for weak terms.
- Map one owner per action with a due date.
Step 3: Run the SERP Analysis Template
Open the SERP for your top target term in the cluster. Record features and patterns. Add the three most common H2s and one “do different” angle. This gives your writer a clear brief. A fresh SERP template download can speed this step.
Step 4: Fill the Backlink Gap Template
Export unique linking domains for rival top pages. Filter for real sites. Group by angle. Plan one pitch per angle. CXL’s framework helps you stay focused on outcomes that change share of voice.
Step 5: Fill the Tech and UX Parity Template
Check page speed, internal links, schema, and mobile UX. Log issues and fixes. Set ETAs so changes ship.
Step 6: Review, prioritize, and assign
Use a simple 2 by 2 to stack rank work.
| Priority rule | How to decide |
| Highest | High intent, strong volume, low difficulty, large rank gap |
| High | Medium intent, clear SERP pattern, fixable UX issues |
| Medium | Informational support content with link upside |
| Low | Low volume, vague intent, or heavy developer needs |
One-page checklist
- Define a single cluster, not your whole site.
- List SERP rivals per cluster.
- Run keyword gap, SERP review, backlink gap, and tech parity.
- Score opportunity and assign owners.
- Ship updates, then measure deltas in four weeks.
- Repeat monthly in fast niches, quarterly in stable ones.
Common mistakes to avoid
- Treating business rivals as the only rivals in search.
- Copying pages without adding a new asset or angle.
- Chasing head terms with no plan for internal links.
- Skipping UX issues that hold rankings back.
- Running audits once, then never again.
Example filled template snippet
Keyword Gap Template, “running shoes” cluster
| Keyword | Intent | Our rank | Best rival rank | Volume | Difficulty | Opportunity | Suggested asset |
| best running shoes for flat feet | Commercial | 19 | 2 | 9,400 | 28 | High | Expert picks with podiatrist quotes |
| trail running shoes waterproof | Transactional | 35 | 6 | 4,000 | 24 | Medium | Comparison grid with filters |
| running shoe size chart | Informational | 51 | 8 | 12,000 | 18 | Medium | Interactive size finder |
SERP Analysis Template, “best running shoes for flat feet”
- Intent: Commercial research.
- SERP features: Top stories, 3 videos, PAA, shopping.
- Patterns: Expert lists, foot type guides, stability labels.
- Do different: Add printable test for arch type, downloadable fit checklist.
Cadence and reporting
- Do a full pass per cluster each quarter.
- For fast niches, refresh monthly.
- Track share of voice for the top 20 terms in each cluster.
- Report three numbers: new rankings in top 3, clicks gained, and links earned.
Semrush and Conductor both emphasize repeating competitive reviews as rankings shift and new pages launch. This keeps your plan current.
Why it matters
Competitive analysis turns random SEO work into a plan. The templates make it repeatable. Your team sees what to build now. Leaders see impact and dates. You save time and avoid churn.
Download-ready formats
Copy the tables into Sheets or Excel. Keep one tab per template. Lock the formula cells. Use data validation for owners and status. If you prefer a prebuilt SERP grid, grab a fresh template and adapt it to your fields.
Sources:
- Conductor Academy, “SEO Competitor Analysis: A Step-By-Step Guide,” https://www.conductor.com/academy/seo-competitor-analysis-guide/, accessed 2025-09-19.
- Semrush, “What Is a Competitive Analysis? (with Template + Examples),” https://www.semrush.com/blog/competitive-analysis/, updated 2025-07-11, accessed 2025-09-19.
- CXL, “How To Do a Competitive Analysis (8 Steps With Expert Tips),” https://cxl.com/blog/competitive-analysis/, updated 2024-11-15, accessed 2025-09-19.