How do I analyze what content my competitors are publishing?
Quick Answer
Study three things: what topics they cover (their content map), what keywords they rank for (their SEO footprint), and what gaps they've missed (your opportunity). Use tools to pull their ranking keywords and top pages, then look for topics they haven't covered well or audiences they've ignored. Your best content opportunities often live in your competitors' blind spots.
The Three Layers of Competitor Analysis
Layer 1 — Topic coverage: What subjects do they write about? Map their blog, resource center, and landing pages by topic. Layer 2 — Keyword footprint: What keywords drive their organic traffic? Tools like Ahrefs or Semrush reveal this. Layer 3 — Content quality: How deep do they go? Are their articles comprehensive or thin? Do they have original research, or are they just aggregating? Each layer reveals different opportunities.
Finding Content Gaps That Matter
The most valuable finding isn't what competitors are doing well — it's what they're missing. Look for: keywords they don't rank for that your audience searches, topics they've covered shallowly that you could own with deeper content, audience segments they've ignored, and content formats they haven't tried (tools, calculators, interactive content). These gaps are your fastest path to rankings because there's less competition.
“Your best content opportunities aren't where competitors are strongest — they're where competitors are absent.”
Making Competitor Analysis Ongoing
One-time competitor analysis goes stale within weeks. The best content teams monitor competitors continuously: What did they publish this week? What new keywords are they ranking for? Where did their rankings drop (opportunity for you)? A content engine like Averi automates this monitoring, flagging new competitor content and identifying counter-angles you can publish.
FAQ
Questions? Answers.
Know what competitors miss.
Averi monitors competitor content automatically — flagging gaps, new publications, and counter-angles for your queue.