E-commerce
October 1, 2026
Are you wondering how to compare the SEO of your pages with that of your competitors? This is a key step to understanding why certain pages rank better than yours and to adjusting your strategy. By analyzing keywords, structure, backlinks, and content, you can identify concrete opportunities for improvement.
However, it is important to note that certain ranking factors remain opaque, such as clicks or site authority. But public data already offers a solid foundation for making progress. So, how do you compare the SEO of your pages with that of your competitors? On the agenda:
What free tools are available to compare two URLs?
How to analyze keywords and content structure?
How to evaluate the strength of your competitors' backlinks?
How to use this data to improve your SEO?
What checklist to use for an effective competitive SEO analysis?
Let's get started.
Summary
Why compare your pages' SEO to that of your competitors?
Comparing your pages to those of your competitors allows you to understand what works in your niche and what is missing from your content. It is a direct way to identify keyword opportunities, structural gaps, or backlink weaknesses. Without this analysis, you are moving blindly, hoping your SEO efforts will pay off.
By analyzing pages that rank well, you can also spot content trends, such as article length, schema usage, or keyword density. This information helps you refine your strategy and prioritize your actions. Additionally, it allows you to set realistic and measurable goals, based on concrete data rather than assumptions.
Finally, this comparison is essential to remain competitive. SEO is constantly evolving, and what worked a year ago may no longer be effective today. By regularly monitoring your competitors, you can adapt quickly and maintain your visibility in search results.
Convert over 2,000 customers on average per month with Qstomy.
The world’s 1st Shopify AI dedicated to customer conversion
Empowering 200+ e-commerce merchants
Which SEO signals should you analyze in your competitors?
Not all ranking factors are public, but several signals are accessible and useful. Here are the main ones to analyze:
Keywords: the terms used in the title, meta tags, headings, and content.
Content structure: the length, number of images, section headings.
Backlinks: the number and quality of links pointing to the page.
Technical data: the use of schemas, loading speed, the presence of alt tags.
These signals give you an overview of your competitors' strategy. For example, if a competitor's page has many more backlinks than yours, this may explain its better position. Similarly, if it uses schemas that you do not have, this can improve its appearance in search results.
By analyzing these elements, you can identify concrete areas for improvement for your own content. For example, if your competitors are using keywords that you do not have, you can integrate them into your strategy. If their articles are longer, you can enrich yours.
Thruuu: compare two URLs for free
The Thruuu tool is an excellent free option for comparing two URLs side-by-side. It provides valuable data on:
The number of words and images.
The publication and last modified dates.
The number of internal and external links pointing to the page.
The use of schemas.
Section headings and frequent terms.
Comparing headings and unique terms is particularly useful. It shows you which keywords or topics are missing from your page, guiding you on what to add. For example, if your competitor uses a term you don't have, you can naturally integrate it into your content.
This tool is simple to use and does not require an account. It is ideal for a quick and regular analysis of your pages compared to those of your competitors. By integrating it into your SEO routine, you can track the evolution of your performance and adjust your strategy accordingly.
Seobility: analyze on-page optimization
Seobility is another free tool that compares URLs and provides data on on-page optimization. In particular, it analyzes:
The meta description.
Image optimization.
Keywords in URLs, content, and headings.
The tool also assigns an optimization score to each URL. However, this score does not always correlate with a better ranking. It is therefore preferable to focus on the raw data rather than the overall score. For example, if your competitor has better-optimized images, you can improve your alt tags and file names.
Seobility is useful for identifying technical gaps that are simple to fix. By comparing your pages to those of your competitors, you can spot missing elements, such as keywords in URLs or more appealing meta descriptions. These adjustments can improve your click-through rate and your visibility.
Moz Link Explorer: compare backlink strength
Moz Link Explorer is an essential tool for comparing the backlink strength of two URLs. It compares:
Domain authority and page authority.
The spam score.
The total number of backlinks.
The percentage of followed external links.
The number of referring domains.
The comparative graph is colorful, with the winning metrics highlighted in green. This allows you to quickly see where you are stronger or weaker than your competitor. For example, if your competitor has more referring domains, this may indicate a better netlinking strategy.
By analyzing this data, you can identify backlink opportunities. For example, if your competitor has links from sites that you do not, you can try to obtain similar links. Moz Link Explorer is a powerful tool to guide your netlinking strategy.
Semrush: identify missing keywords
Semrush offers a "Keyword gap" feature that compares the keywords of two or more URLs. Paste the URLs, and the "Shared" tab reveals the keywords for which both pages rank, along with their positions. The report includes:
Organic positions for all keywords.
The search volume for each keyword.
Keyword difficulty.
Search intent.
Cost per click.
The "Missing", "Weak" and "Strong" tabs are particularly useful. "Missing" shows the keywords your competitor ranks for but you do not. "Weak" indicates the keywords where your competitor is better positioned. "Strong" lists the keywords where you are ahead. This data helps you prioritize your actions.
For example, if a "Missing" keyword has high volume and low difficulty, it is an opportunity to seize. Add it to your content to target these queries. Semrush is a paid tool, but it offers a trial period and advanced features for in-depth analysis.
How to interpret the collected data?
Once you have collected the data, it is crucial to interpret it correctly. Do not just look at the numbers; seek to understand why your competitor is performing better. For example, if your competitor has more backlinks, it may be due to a stronger content strategy or public relations.
Use this information to establish an action plan. If you identify missing keywords, create content to target them. If your content is shorter, enrich it with additional information. If your images are not optimized, fix the alt tags and file names.
It is also important to track the evolution of this data over time. SEO is not static, and your competitors may change their strategy. By making regular comparisons, you can adapt quickly and maintain your competitive advantage.
The limits of SEO comparison
SEO comparison has its limits. Some ranking factors remain unknown, such as clicks, long clicks, site authority, or reputation. These elements are difficult to measure with public tools. In addition, data can be incomplete or outdated.
It is therefore important not to rely solely on these comparisons. Use them as a guide, but combine them with other analyses, such as studying search intent or auditing your own content. For example, if a competitor's page ranks well but its content is of poor quality, this may indicate that other factors are at play.
Finally, do not blindly copy your competitors. Every site is unique, and what works for them may not work for you. Use this data for inspiration, but adapt it to your brand and your audience.
Integrating SEO comparison into your routine
SEO comparison should not be a one-time action, but a continuous process. Integrate it into your competitive intelligence routine. For example, perform a monthly analysis of your main pages compared to those of your competitors. This allows you to detect changes and adjust your strategy.
Use this data to feed your editorial calendar. If you identify topics that your competitors cover and you do not, plan articles to address them. If you notice they are using schemas that you do not have, add them to your pages.
Finally, share these analyses with your team. Whether you work alone or with collaborators, this data is valuable for aligning your efforts. It helps you justify your decisions and prioritize your actions based on the identified opportunities.
Pitfalls to avoid during the analysis
A common pitfall is to focus solely on keywords and ignore other aspects like structure or backlinks. A complete analysis is necessary to have a clear vision. Another pitfall is to compare pages that are not actually competitors, for example, pages from different categories.
It is also important not to over-interpret the data. For example, a high optimization score does not guarantee a better ranking. Use these scores as indicators, but do not take them as absolute truth. Finally, do not neglect content quality. Longer content is not always better; it must be relevant and useful.
To avoid these pitfalls, define clear criteria before starting your analysis. Choose pages that target the same keywords and the same audience. Use multiple tools to cross-reference data and obtain a more reliable view.
Qstomy: an ally for your e-commerce SEO
Qstomy, the Shopify AI agent, can help you improve your SEO by optimizing the user experience and increasing conversion. By guiding visitors to the right products, offering personalized recommendations, and facilitating the purchasing journey, Qstomy reduces bounce rates and increases time spent on your site, which are positive signals for Google.
Additionally, Qstomy can help you create relevant content by analyzing your customers' frequently asked questions. By integrating these answers into your pages, you can target long-tail keywords and improve your visibility. Qstomy is used by more than 100 merchants and can be a valuable asset for your SEO strategy.
Finally, Qstomy improves the mobile experience, an important ranking factor. By offering instant and personalized assistance, you build customer loyalty and encourage repeat visits, which can strengthen your authority in the eyes of Google.
Checklist for a competitive SEO analysis
Here is a checklist to help you conduct a comprehensive competitive SEO analysis:
Identify your competitors: choose pages that target the same keywords.
Use multiple tools: Thruuu, Seobility, Moz, Semrush to cross-reference data.
Analyze keywords: identify missing keywords and opportunities.
Compare structure: length, images, headings, schemas.
Evaluate backlinks: number, quality, referring domains.
In brief
Comparing your pages' SEO with that of your competitors is essential to remain competitive. Use free tools like Thruuu and Seobility, and paid tools like Semrush to obtain comprehensive data. Integrate these analyses into your overall strategy and adapt to changes.
FAQ
What are the best free tools to compare SEO? Thruuu and Seobility are excellent free options for comparing two URLs.
How do I analyze my competitors' backlinks? Use Moz Link Explorer to compare domain authority, number of backlinks, and referring domains.
How do I find missing keywords? Semrush "Keyword gap" shows you the keywords your competitors rank for but you do not.
To go further: E-commerce SEO strategy for category pages - Qstomy, How to optimize an e-commerce site for Google (step-by-step guide) - Qstomy, Integrating customer service answers into an e-commerce SEO strategy helpful to customers - Qstomy, E-commerce internal linking strategy for SEO - Qstomy, E-commerce Searchandising: optimizing internal search with customer words - Qstomy, How to increase organic traffic to an e-commerce site? - Qstomy, How to use an AI chatbot to compare two products in your store? - Qstomy.
Enzo
October 1, 2026
