competitive seo audit template

<Website Name> Benchmark Report | 1

[Company Name] | [email address] | [phone number]

Competitive SEO Audit

Template Presented by <What’s your name?>

[date]



Overview

This document outlines the findings from our competitive SEO benchmarking exercise.

The following competitors of our website were analyzed:

● Competitor #1

● Competitor #2

● Competitor #3

The following tools were used to pull down this benchmarking data:

● SimilarWeb: Traffic Data

● Google Analytics: Vertical Benchmark Data

● Raven Tools: SEO / SERP Data

Last but not least, our process is guided by MKG Marketing Inc’s patented FOCAL SEO

method that has been successfully used for years to boost SEO performance for clients

such as Microsoft, Chevron and Parallels:

● Find

● Optimize

● Content

● Analyze

● Links



Our Website vs Competitors

How does our website match up against the competition? We’re going to look at the

following metrics:

● Annual website traffic (Find)

● Keyword performance (Content/Analyze)

● Link performance (Links)

● Website depth (Content)

Average Website Traffic (Past 6 Months)

When it comes to competitive benchmarking, it’s important to understand what

ballpark you are playing in with regards to traffic.

In plain English: How many folks read your website over a competitors?

That being said, here is where our website ranks:

[Insert Bar Graph Here showing annual traffic estimates from SimilarWeb]

1. Our website: #

2. Competitor 1: #

3. Competitor 2: #

4. Competitor 3: #

To put this into perspective, our websites gets the following readership percentage:

1. x% of competitor 1



2. x% of competitor 2

Search Engine Keyword Performance

When it comes to competitive benchmarking, looking at the different types and volume

of keyword search queries is important to establish organic search engine market share.

In plain English: How many relevant searches are we appearing and capturing clicks for?

When it comes down to keywords, here is where <website> beats out competitors or

gets its lunch eaten (Google Rankings):

Keyword My website Competitor #1 Competitor #2

KW #1 #5 #6 #3

KW #2 #14 #8 #3

KW #3 #51 #15 #10

KW #4 #8 (PDF) NA NA

KW #5 #10 #13 #8

This is only a sampling of our overall keyword list. To view the entire keyword list, please

visit the following URL: <store this information in a Google Sheet>



Link Performance

Search engine algorithms take into account two very important elements when

determining how to rank websites:

● On-‐page SEO

● Off-‐page SEO

Links most often fall into the off-‐page SEO bucket, which is nearly half the SEO battle.

Links are the Internet version of vouching for a website; you are virtually pointing to

that site and search engines read that finger-‐pointing as “this site is a great reference

for XYZ topics.”

When it comes to links pointing to the respective sites, we used Raven Tools to measure

how our website ranks against competitors:

[Insert Bar Graph of Total Links from Raven Tools in Research Central]

Needless to say, external link metrics could be the number one reason why competitor 2

and competitor 1 continue to outrank our website in search engine rankings.

Website Depth

Remember how we mentioned search engine algorithms take into account two

important elements when ranking websites?

Website depth is one of the big on-‐page SEO indicators that tell search engines how

relevant your URL is versus other websites. And when it comes down to it, search

engines want to show the most relevant information for their visitors.

[Insert Bar Graph of Pages Crawled from Raven Tools in Research Central]



Our Website vs Vertical Website

Benchmarks

How does our website compare against other websites on the web in the same vertical?

This exercise will answer that question.

A few disclaimers about our methodology:

● Benchmarks are established based on x# web properties contributing data

(Consider this the total sample size – pulled from Google Analytics)

● Comparisons made for [insert time fram here]

● Examined by ‘like websites’ (i.e. websites with about the same number of daily

visitors)

Traffic Benchmark

● <Your website>: <number>

● ‘Like Sites’ vertical benchmark: #

Traffic Source: Search Engine Traffic



Traffic Type: Desktop, Tablet & Mobile





Benchmarking Summary &

Recommended Actions

This is where we summarize our findings in 3 executive-‐level bullet points and also

outlined some key actions to take.

If you were to take away three things from this exercise, they would be:

1. Insight 1

2. Insight 2

3. Insight 3

The key recommendations:

1. Action 1

2. Action 2

3. Action 3

competitive seo audit template

Data & Analytics