Competitor analysis is one of the most valuable exercises in SEO. It shows who you are really competing against in search results, what they are doing well, and where opportunities exist for you to outperform them. While many SEO tools provide competitor data, organizing that information in a spreadsheet makes it easier to compare, prioritize, and share with your team. This guide explains how to do competitor analysis for SEO using a template in Excel, from setting up the structure to turning findings into action.
How AAMAX.CO Turns Competitive Insights Into Growth
Gathering competitor data is only the first step; interpreting it correctly is where results come from. AAMAX.CO is a full-service digital marketing company offering web development, digital marketing, and SEO services worldwide. They conduct in-depth competitor analyses covering keywords, content, backlinks, technical performance, and AI search visibility, then build prioritized roadmaps. Their SEO services help businesses move from spreadsheets full of data to clear strategies that capture market share.
Step 1: Identify Your True SEO Competitors
Your SEO competitors are not always your business competitors. They are the websites that rank for the keywords you want to target. Search for your most important keywords and note which domains appear repeatedly on the first page. SEO tools can also show domains with the greatest keyword overlap. Choose three to five primary competitors for your analysis. Including too many can make the spreadsheet unwieldy.
Step 2: Set Up Your Excel Workbook
Create a workbook with multiple tabs, each focused on a specific area. A practical structure includes an Overview tab, a Keywords tab, a Content tab, a Backlinks tab, a Technical tab, and an Action Plan tab. This separation keeps data organized and makes the workbook easier to navigate.
Step 3: Build the Overview Tab
In the Overview tab, list your website and each competitor in rows. Add columns for domain, estimated organic traffic, number of ranking keywords, domain authority or rating, number of referring domains, number of indexed pages, and notes. This high-level snapshot helps you understand where you stand relative to competitors at a glance. Use conditional formatting to highlight where you lead or lag.
Step 4: Analyze Keywords
The Keywords tab is often the most valuable. Export keyword data for each competitor from your SEO tool. Create columns for keyword, search volume, keyword difficulty, search intent, your ranking position, and each competitor's ranking position. Add a column for the ranking URL so you know which page targets each keyword.
Use filters to identify keyword gaps, which are terms where competitors rank and you do not. Add a column labeled Opportunity Score, which could combine search volume, difficulty, and relevance into a simple rating. Sorting by this score helps you focus on keywords with the best potential return.
Step 5: Evaluate Content
In the Content tab, list competitors' top-performing pages. Include columns for URL, topic, content type such as guide, comparison, or landing page, approximate word count, estimated traffic, number of backlinks, publication or update date, and observations. Note strengths such as original research, strong visuals, or clear structure. Also note weaknesses, such as outdated information or thin coverage. These insights show how you can create better content.
Step 6: Review Backlink Profiles
In the Backlinks tab, list referring domains for each competitor. Add columns for referring domain, authority score, link type, target page, and whether the domain links to you. Look for domains linking to multiple competitors but not to you. These often represent strong outreach opportunities, such as industry directories, resource pages, or publications that regularly cover your niche.
Step 7: Compare Technical Performance
Use the Technical tab to compare page speed, Core Web Vitals, mobile usability, HTTPS status, structured data usage, and site architecture. Tools such as PageSpeed Insights provide quick comparisons. Technical advantages or weaknesses can explain why some competitors outperform others despite similar content.
Step 8: Add SERP Feature and AI Visibility Columns
Modern search results include featured snippets, People also ask boxes, video results, local packs, and AI-generated summaries. Add columns to track which competitors appear in these features for your target keywords. This helps you understand where visibility comes from beyond traditional rankings.
Step 9: Build Your Action Plan
The Action Plan tab turns analysis into execution. List specific actions, such as creating a new guide, improving an existing page, pursuing a backlink opportunity, or fixing a technical issue. Include columns for priority, expected impact, effort, owner, deadline, and status. Prioritize high-impact, low-effort actions first to generate early wins.
Tips for Using Excel Effectively
Use tables to make filtering and sorting easier. Apply conditional formatting to highlight gaps and opportunities. Use pivot tables to summarize keyword data by topic or intent. Create simple charts in the Overview tab to visualize traffic and authority comparisons. Keep a date column so you can track how competitor metrics change over time.
How Often to Update Your Analysis
Competitors change their strategies, publish new content, and earn new links. Revisit your analysis quarterly for most industries, or monthly in fast-moving markets. Regular updates help you spot new threats and opportunities early.
Final Thoughts
Learning how to do competitor analysis for SEO with an Excel template gives you a structured, repeatable way to understand your competitive landscape. Identify true search competitors, organize data into focused tabs, analyze keywords, content, backlinks, and technical factors, and translate findings into a prioritized action plan. With consistent updates, your spreadsheet becomes a strategic tool that guides smarter SEO decisions.
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