When a competitor loses rankings for keywords, you could turn them into wins for your site.
You can see the keywords that any competitor has missed in Organic Research .
Again, open the tool, enter any competitor’s URL and click ” Search Lost keyword rankings.”
Then, go to the ” Pages ” tab Lost keyword rankings.
From there, apply the following filters:
- The top 20 positions in search mobile phone numbers engine results pages (SERPs) – to see only the most relevant keywords
- Position Changes: Lost – to see what terms you can capitalize
So, you should see a table like this:
These are keywords that your competitor used to rank in the top 20 for, but then lost.
A site can lose keyword rankings for a number of reasons. It may have been affected by the latest Google algorithm update , for example.
In any case, these keywords represent an opportunity.
If you already have pages targeting these keywords that aren’t ranking well, optimize them.
For example, you could use
- Check if the page matches the search intent of the keyword
- Check for on-page SEO issues, such as too few backlinks or hard-to-read text
- Update content with more recent research
For further reading:
- On-Page SEO: What It Is and How to Do It
Optimize your pages to rank them better
Analyze sites page by page
Now, let’s take it a step further. And analyze your competitors’ pages one by one, especially those that are ranking for keywords that you’re not yet ranking for.
These are the most important on-page SEO factors (things that have to do with the content of your website) that you should consider for your SEO competitor analysis:
Title Tags
A title tag is an HTML element that indicates the title of a web page. It’s what you see in search engine results, social media posts, and browser tabs.
So:
Title tags help tell Google what your pages are about. And optimizing them is one of the easiest ways to improve your rankings.
That’s why you should pay attention to your competitors’ title tags. Especially those that outrank you.
When you do, ask yourself
- Do they integrate keywords better than you?
- Do your target keywords appear near the beginning of your title tags? At the end?
- Do they include special modifiers that encourage clicks, such as “easy,” “best,” and “free”?
The answers to these questions should give you an idea of how to craft your title tags, so you can improve your rankings.
Meta description
A meta description is a piece of text that 10 in-demand digital professions in 2021 summarizes the content of a web page. It appears in the SERPs.
So:
Meta descriptions are not a direct ranking factor. But they can affect (and improve) click-through rates.
Meta descriptions are often overlooked, especially in larger works. So don’t make that mistake.
Instead, look at how your competitors use meta descriptions. See what works and what doesn’t. And adjust yours accordingly.
URL structure
URL structure is the order, compartmentalization, and b2b reviews grouping of web page URLs within a website Lost keyword rankings.