SEO competitor analysis
You are not measured against yourself. You are measured against the best page in the market.
Visibility is a zero-sum game. Position one in the search engines and the source slot in an AI answer are already taken by somebody, and the price of taking them over depends on who is sitting there. Your competitors' level is the yardstick for what your own work has to clear.
That goes double in AI answers. ChatGPT, Copilot and AI Overviews cite few sources per question, and once a competitor is the preferred reference, the same answer repeats across surfaces. Knowing who gets cited, and why, is the difference between guessing and having a plan.
Who owns the position, why, and what it costs to take it.
We start by finding your real search competitors. They are rarely just the companies you meet in sales conversations. Often it is publishers, marketplaces and niche players that own the visibility on the searches that matter to your business.
Then we map what their positions are built from: content depth, entity coverage, internal linking, authority and technical foundation. And just as important, where they are exposed, from thin topic clusters and dated content to questions nobody owns in AI answers yet.
Last we translate it into decisions: where the bar is within reach, where you should not attack head on right now, and what winning each area actually takes.
What the analysis gives you
A mapped picture of who owns the visibility on your most important searches, in the search engines and in AI answers, and where you stand against them area by area.
Strongest as the basis for next year's budget, and when positions are in play.
You need to make the case for next year's investment and want a clear picture of what the winners in your market do, and what catching up realistically takes. With the analysis in hand, the budget conversation becomes a choice between specific positions instead of a debate about gut feelings.
AI answers are redistributing visibility in a lot of categories. New players get cited, established positions are in play, and taking a slot is far easier before it has settled.
What we look at in the analysis
Who the competitors actually are. Your commercial competitors and your search competitors are rarely the same companies, and the picture changes from topic to topic. We analyze area by area, so the budget does not go into beating the wrong ones.
Visibility split by intent. Who owns the purchase-ready searches, who owns the research phase, and who gets cited when an AI assistant answers the market's questions? Those are three different fights, and the bar sits at a different height in each.
What the positions are built from. Content depth, topic clusters, internal linking and entity coverage explain why a competitor ranks, and they tell you what your own content has to clear to compete.
Authority and E-E-A-T. Link profile, brand signals and documented expertise decide both rankings in the search engines and which sources an AI model picks. We show how big the gap really is, and where it is smallest.
Weak spots and open ground. Dated content, thin topic clusters and questions nobody has answered well in AI answers yet are often the quickest routes to a position won. We list them one by one.
Finally we prioritize by how much there is to gain against the effort it takes: where you can win first, and what that requires. How it turns into positions won is what our cases document.
Find out who owns the visibility in your market before you set the plan.
Get a free SEO analysisFrequently asked questions
The ones you name and the ones the data names. We start from your most important searches and find the domains that actually own the visibility, in the search engines and in AI answers. It is often a different list from the one sales works with.
Either. It can be delivered as a standalone snapshot, but the competitive picture moves, so inside a Baseline we track it continuously and adjust the priorities when the market does something new.
Yes, with the same weight as classic search. We map who gets cited on the market's most important questions, why they get picked as the source, and which questions are genuinely still open.
Usually after 2 to 4 weeks, depending on how broad the market is and how many competitors and languages are involved. We agree the scope before we start, so you know exactly what gets mapped and when the decisions can be made.
Your own competitor list as you see it, a short brief on goals and priority markets, and access to Search Console if possible. We pull the rest from data and from the competitors' own sites.
Yes. We map competitors per market and language, and that is a large part of the value when you are entering a new one. From our three Nordic offices we work across the Nordics, Europe and the US, so multilingual markets are familiar ground.
No. Competitors set the bar, not the direction. Some positions are too expensive to attack head on, and the biggest gains usually sit where competitors are exposed, or where nobody has taken the slot yet.
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