Do their sites have key links citing them?
Are they covered by an authority with a well-known brand?
If your competitor has a much higher db center.uk authority than yours, it will be difficult to dethrone them for highly competitive keywords; this aspect is fundamental and must be considered when analyzing the gap in keywords.
Look for less popular terms that still have some search volume, or long tail queries that you can target that they haven't targeted yet. Once you've built your authority, you can start to have a little more success by targeting some more popular and competitive keywords.
Content
Do they have excellent quality content?
Does their content tend to be weaker and less complete?
Or do they only focus on product pages and have no support pages?
Do they create just one type of content or several?
Manually analyze each competitor’s content and make a list of pros and cons. Look for content gaps that you could exploit.
You can also use Content Analyzer to analyze the strengths and weaknesses of your content. The tool analyzes key metrics for pages in each subfolder of your site that you specify, such as total clicks, total impressions, and any related search queries. When connected to Google Search Console, it can also tell you if there is room for improvement in your page metadata, headers, or body content.
To start using the Content Audit tool, select the subfolders you want to examine. If the list doesn't have the subfolders or URLs you need, you can link the tool to your site's sitemap or upload the sitemap in .txt, .xml, or .csv format.
Select the subfolders you want to examine with the content audit tool
Once the audit is complete, you can analyze the results by content set or in a table. Content sets categorize each URL based on the type of improvement needed. You can also structure your own custom content set to organize your content.
view your personalized set of content
Select each URL to analyze the metadata and metrics, then take notes or create tasks related to improving the page.
