How to Perform an SEO Competitor Analysis in Frase

SEO competitor analysis (aka competitive analysis) is a useful strategy for helping your or your clients' content rank higher, get more traffic, and earn more conversions. An effective analysis helps uncover SEO opportunities you may have otherwise missed.

If done correctly, you'll be able to answer key questions:

  • Who are my SEO competitors?
  • What topics should I cover?
  • Where can I find links?
  • How long should my content be?
  • What do I need to beat the competition?

Frase helps you analyze what's working for your or your clients' SEO competition (keywords, content, links, etc.) and helps you design content that beats them at their own game.

This guide will cover: 

  • Identifying your SEO Competitors
    • Identifying the Top Content 
    • Drilling into the Headers, Links, and Stats your Competitors are Using
    • Keyword Gap Analysis
      • Using SERP Scores/Topic Heatmap
  • Compiling an SEO Analysis in Frase

Identifying your SEO Competitors

An SEO competitor is essentially any piece of content that holds a top position in the search results for a search term that you want to rank for. For example, if I want to rank for "Roth IRA vs Traditional IRA" the top 20 results for that search would be my SEO competitors.

Our goal is to understand what they're writing about so that we can create content that outperforms them. 

Identifying the Top Content 

In order to identify the top content, you'll want to create a document. If you have existing pages on your website in a Google Search console account, you can optimize via Frase's Content Analytics

To create a new document otherwise, navigate to Documents-->New Document.

Once you see the screen below, enter the search term that you want to rank for. Make sure you select a search term that isn't too broad; for example, "What foods can you eat on the keto diet" would be a better search term than "keto diet."

Once you click "Create Document," Frase will literally perform a Google search of your target search query. It will return the top 20 results in the "SERP" tab of your document–these are your SEO competitors.

Once inside the document editor, your competitors will be listed in the research panel on the right side (one source highlighted in red below). Scroll down to reveal each of the top 20 SEO competitors. 

Frase breaks your competitors' content into outlines, with each header getting its own distinct block. Click into any of these blocks to reveal the content your competition is including under each header. Click individual paragraphs under the header to add them to the editor, or click "Paste full" to get the entire passage under the header placed into the editor; both cases have a link to the text's source automatically attached.

This is critical context to help you identify the key topics and concepts each of your top competitors is writing about. 

Drilling into the Headers, Links, and Stats your Competitors are Using

Once you've identified who your competitors are and what they're writing about generally, it's time to dig deeper. 

Click the "Filters" dropdown menu and have the option to filter SERP tab by all of the competitors' headers, links and statistics (and also "Related" sources, a list of competitors outside of the top 20).

Keyword Gap Analysis 

Understanding what keywords your competitors are using is a critical component of effective competitor analysis. 

To perform one in Frase, navigate to the "Optimize" tab on the right side, shown below: 

Once there, you'll be shown all of the keywords and topics your competition is mentioning (shown in red block and arrow), the number of sources mentioning those topics, and the average number of mentions per source. 

You'll also be able to click into individual topics/keywords (red arrow below) to reveal all the instances that your competitors mention that topic as well as related topics.

Click the topic dropdown (highlighted in blue) to reveal different topic types, like long-tail topics, top topics, topic clusters, and more.

Using SERP Scores/Topic Heatmap

You can also view all the topic scores across individual sources in SERP Scores, and also topics each individual competitor is using via Frase's Topic Heatmap.

Click the "SERP Scores" option in the topic dropdown to view SERP Scores.

Then, click "Topic Heatmap."

Once opened, you'll be able to easily visualize all the topics and keywords that each of your top competitors are using. This is a critical tool for identifying keyword gaps in your competitors' content. 

This visualization shows you each topic as well as the number of times that each competitor is mentioning that topic.

Topics that are shaded yellow or grey indicate that the corresponding competitor is mentioning that specific topic too sparingly.

In the below example, the topics "social media marketing" and "digital channel" appear to be keyword gaps. You can paste topics directly into your document by clicking the button in the screenshot below (red arrow), and reopening the Heatmap will update it. You can flip between "Long Tail Topics" and "Top Topics with the map (circled in red below).

Compiling an SEO Analysis in Frase

Your Frase document editor is completely editable and can be formatted easily.

Place your cursor anywhere in the document editor to start writing. 

You can also use a point-and-click approach.

Anytime you click a little bubble that resembles the examples below, the header, topic, passage, link etc., will automatically paste into your document.