E-commerce
September 17, 2026
Are you wondering how to collect competitive ranking data to refine your SEO strategy? The answer is simple: by identifying the sites that actually rank for your target keywords, not just those that share your industry. This data allows you to understand what is working for them and adapt your own strategy to improve your rankings.
However, collecting this data can seem complex, especially if you don't know where to start. Between automated tools and manual methods, it is easy to get lost. But don't worry: with a structured approach, you can obtain valuable insights without spending hours.
So, how do you collect competitive ranking data to refine your SEO strategy? In this article:
Why your SEO competitors are not who you think they are
Which keywords to target for an effective competitive analysis?
How to use SEO platforms to collect data automatically?
How to collect data manually with free tools?
How to use this data to outperform your competitors?
Let's get started.
Summary
Why your SEO competitors are not who you think they are
In organic search, your competitors are not necessarily the businesses that sell the same products as you. What matters is knowing who Google, Bing, and other search engines consider to be your competitors. These engines determine which sites rank for each keyword, based on criteria that have nothing to do with your business model.
For example, a site that sells hiking boots can find itself in competition with a blog about mountain sports, if that blog ranks well for keywords like "best hiking boots." Ignoring these actual competitors and focusing only on businesses in your sector will likely leave you on the second page of search results.
To refine your SEO strategy, you must therefore identify the sites that actually rank for your target keywords. They are the ones showing you what works to attract organic traffic.
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Which keywords should be targeted for an effective competitive analysis?
Before collecting ranking data, you must determine which keywords to target. Of course, you want to rank for your brand name, but this is usually easy to achieve. The important thing is to include non-branded keywords, which are harder to rank for but can attract far more qualified visitors.
These non-branded keywords are often generic terms or phrases describing your products or services. For example, if you sell hiking boots, keywords like "women's hiking boots" or "best hiking boots" are relevant targets.
Once you have defined your keyword list, you can start identifying the sites that rank for these terms. These are your true SEO competitors.
How to use SEO platforms to collect data automatically?
If you have an enterprise-level SEO platform, like Searchmetrics, BrightEdge, or Moz, collecting competitive data is simple: it is done automatically. These tools analyze every keyword you rank for and identify other sites that also rank for those terms. These sites constitute your competitive set.
You then receive a clear visualization, useful for convincing your management, as well as detailed data to analyze. You can learn from the sites that rank for your keywords, even if they are not your direct competitors. You can also create a keyword set with phrases you would like to rank for, or improve your current ranking.
The process varies by platform, but this feature is built into each of them. This ideal keyword set will help you understand what you need to do differently to improve your ranking.
How to collect data manually with free tools?
If you need to collect competitive data manually, there are a few extra steps, but the concept remains simple. Start by creating a spreadsheet that identifies your most important keywords and your competitors' rankings for those terms. For example, for "hiking shoes", you can note the positions of each competitor.
To fill out this spreadsheet, use Google Ads' Ad Preview and Diagnosis tool. This free tool shows you search results for any keyword phrase, in any region of the world, on any device. Google will try to make you enter a credit card, but look for "Skip this step" or "Finish later" options to access the free version.
As a bonus, this free Google Ads account also gives access to Google's Keyword Planner, where you can see the relative value of each keyword, expressed in ranges like "1K , 100K". This gives you an idea of the scale of demand.
How to get more accurate data on keyword demand?
If you have access to a Google Ads account with an active paid search campaign, you can get much more specific data on keyword demand. This data shows you the exact search volume for each term, allowing you to prioritize your SEO efforts.
However, this manual method is time-consuming. In a few hours, you can process 50 to 100 keywords, which is a decent size for a small or medium-sized e-commerce business. For larger sites, it is probably better to use an enterprise SEO platform.
To test these platforms, consider a free trial. You will get the data needed for this analysis, as well as an understanding of which tools best suit your needs.
How to leverage competitor ranking data to improve your SEO?
A competitive analysis is an educational tool. Learn from sites that outperform yours. Examine their content strategies, site architectures, and backlink portfolios. Deconstruct these resources to find elements you can use on your site, with your own twist.
But simply copying what your competitors are doing won't help you surpass them, unless you have a larger backlink portfolio. Use competitive analysis as a springboard for new ideas and fresh content.
For example, if a competitor has an impressive FAQ section that ranks well for informational keywords, ask yourself how you can make it better for organic search. Perhaps you can use structured data to win answer boxes in Google, or target a new group of unused keywords, or split the FAQ into separate pages to target specific themes.
How can you improve a competitor's FAQ section to outperform it?
Take, for example, a competitor's FAQ page that presents itself as a long list of questions and answers. To outperform it, you could use Schema structured data to help win answer boxes in Google. This would increase your visibility and attract more clicks.
You could also target a new group of keywords that your competitor hasn't tapped into yet. For instance, if your competitor focuses on general questions, you could target more specific questions or long-tail variations.
Finally, you could split the FAQ into separate pages, each targeting a specific keyword theme. This allows you to create more in-depth and relevant content for each query, which can improve your rankings.
Why not copy the strategies of your SEO competitors?
Copying your competitors' strategies may seem like a quick fix, but it won't help you outperform them unless you have a stronger backlink profile. Indeed, simply replicating their content or structure will not give you a competitive edge.
Instead, use competitive analysis as a source of inspiration. Identify what works for them, then find ways to do it better or differently. For example, if a competitor has a FAQ page that ranks well, you could create a more comprehensive version, complete with structured data and more detailed content.
The goal is to learn from their successes and failures, then innovate to create something unique and valuable for your visitors.
How to use ranking data to create more relevant content?
Competitive ranking data shows you which topics are important to your audience and how your competitors cover them. Use this information to create content that is more relevant and comprehensive than theirs.
For example, if you notice that a competitor ranks well for an informational keyword, analyze their content. Is it an FAQ page? A blog post? A video? Then, create your own version by improving the quality, adding additional information, or using a different format.
You can also identify gaps in your competitors' content. If they do not cover certain topics or answer specific questions, this is an opportunity for you to target those topics.
How to integrate ranking data into your overall SEO strategy?
Competitive ranking data is not an end in itself. It must be integrated into your overall SEO strategy to be truly useful. Use it to refine your keyword selection, improve your content, and optimize your site architecture.
For example, if you discover a competitor ranking well for a keyword you hadn't considered, add it to your target keyword list. If you notice they have a high-performing page, analyze it to understand why and apply those lessons to your own pages.
The goal is to transform this data into concrete actions that improve your visibility in search engines and attract more qualified traffic to your online store.
How does Qstomy help leverage competitive ranking data?
Qstomy, the Shopify AI agent, does not directly collect competitive ranking data, but it helps you leverage your store's data to improve your SEO and conversion rate. By analyzing purchasing behavior, internal searches, and visitor interactions, Qstomy allows you to better understand what your customers are looking for.
This information can be used to refine your content strategy and target more relevant keywords. For example, if Qstomy detects that visitors often search for "waterproof hiking shoes," you can create content around this term and improve your ranking.
Additionally, Qstomy improves the user experience by guiding shoppers to the right products, which can increase the time spent on your site and reduce the bounce rate—two factors that positively influence your SEO.
What checklist should be used to collect competitive ranking data?
Checklist for Collecting Competitive Ranking Data
Define your target keywords: include non-branded keywords.
Identify your SEO competitors: use SEO platforms or manual tools.
Collect ranking data: automate with tools or do it manually with Google Ads.
Analyze competitor strategies: examine their content, architecture, and backlinks.
Create improved content: use the data to create more relevant and comprehensive content.
In Brief
Collecting competitive ranking data is essential for refining your SEO strategy. Use automated tools or manual methods to identify your real competitors and learn from them. Then, create superior content to outrank them.
FAQ
What are the best tools for collecting competitive ranking data? SEO platforms like Searchmetrics, BrightEdge, or Moz are ideal for automated collection. For a manual method, use the free tools from Google Ads.
How long does it take to collect data manually? Within a few hours, you can process 50 to 100 keywords, which is sufficient for a small or medium-sized business.
How do I use ranking data to improve my SEO? Analyze your competitors' strategies, identify gaps in their content, and create more relevant and comprehensive content to attract more traffic.
To go further: Training an e-commerce chatbot with Shopify: using the right data without creating bad answers - Qstomy, E-commerce CRM and customer support: using the right data to respond better - Qstomy, E-commerce Searchandising: optimizing internal search with customer words - Qstomy, E-commerce SEO strategy for category pages - Qstomy, SEO for e-commerce sites: strategies that really work - Qstomy, Can you use Wix for an e-commerce site? - Qstomy, Integrating customer service answers into an e-commerce SEO strategy useful to customers - Qstomy.
Enzo
September 17, 2026
