Content Comparison

You're creating content blindly whilst competitors outperform you. You don't know what makes their content win or where your content falls short.

The Content Comparison tool shows exactly how your content stacks up against any rival and reveals what you need to change to win.

What content guesswork costs you

Publishing without competitive insights hurts your performance:

• Missed opportunities from content gaps you don't see
• Wasted effort strengthening areas that don't matter
• Lower rankings because you can't match winning patterns
• Lost traffic to competitors with better content strategy

See exactly how you compare

Get comprehensive analysis that reveals the full competitive picture:

• Topic coverage gaps showing what you're missing
• Keyword usage patterns that drive better rankings
• Structure insights that improve user experience
• Authority signals that build trust and credibility

Turn competitor analysis into your advantage

Understand precisely why their content outperforms yours:

• Content strengths you can highlight further
• Improvement opportunities with clear business impact
• Quick wins for immediate content upgrades
• Long-term strategy insights for sustained success

How to compare your content

Running your first comparison

Setting up the analysis:

1. Navigate to Content Comparison under the Content menu
2. Enter your content URL in "Our Content URL" field
3. Enter competitor's content URL in "Competitor Content URL" field
4. Click Compare Content to start analysis
5. Wait 1-2 minutes for comprehensive analysis to complete

Understanding your results

Three key sections explained:

Your Content section:

• Displays extracted text from your URL
• Confirms system correctly analysed your content
• Shows exactly what was compared

Competitor Content section:

• Shows extracted text from competitor's URL
• Reveals what system analysed for comparison

• Helps you understand their approach

  

Comparison Results section:

• Most valuable insights comparing both pieces
• Organised into actionable categories
• Provides specific improvement recommendations

Reading the executive summary

High-level competitive insights:

• Content Strengths: What your content does exceptionally well
• Improvement Opportunities: Where your content could be stronger
• Competitive Positioning: How you stack up overall
• Quick Wins: Easy changes for immediate impact

Understanding detailed analysis

Nine critical comparison areas:

Coverage: 

What subjects are covered or missing

• Identifies content gaps affecting completeness
• Shows topic depth compared to competitors
• Reveals opportunities for expanded coverage

Keyword Analysis: How effectively keywords are integrated

• Compares keyword density and placement
• Shows natural vs forced keyword usage
• Identifies missed keyword opportunities

Content Structure: How well content is organised

• Analyses heading hierarchy and flow
• Compares formatting and readability
• Shows structural improvements needed

User Intent Alignment: How well content meets user needs

• Evaluates whether content answers searcher questions
• Compares intent satisfaction between pieces
• Identifies user experience improvements

Authority Signals: How credible and trustworthy content appears

• Analyses expertise indicators and citations
• Compares trust-building elements
• Shows credibility enhancement opportunities

Competitive Edge: What makes content unique

• Identifies differentiating factors
• Shows areas where you lead or lag
• Reveals positioning opportunities

Content Freshness: How current and updated content appears

• Compares recency signals and data
• Shows outdated information that needs updating
• Identifies timeliness advantages

Engagement Factors: How well content captures interest

• Analyses readability and engagement elements
• Compares visual appeal and interactivity
• Shows attention-holding improvements

Long-Term Strategy: Recommendations for future development

• Strategic insights for content planning
• Competitive positioning recommendations
• Content series and expansion opportunities

Four ways to win content battles

1. Identify critical content gaps

See exactly what you're missing that competitors cover:

• Topics that complete your content coverage
• Subtopics that add depth and authority
• User questions your content doesn't answer
• Information that affects purchase decisions

2. Discover your unique strengths

Find what you do better and amplify it:

• Content areas where you already lead
• Unique perspectives competitors lack
• Superior information or insights
• Better user experience elements

3. Spot quick improvement wins

Get immediate impact from easy changes:

• Formatting improvements for better readability
• Missing keywords to add naturally
• Structure adjustments that improve flow
• Authority signals to strengthen credibility

4. Build long-term competitive advantage

Develop strategy that sustains your content edge:

• Content series that build topical authority
• Unique angles competitors can't easily copy
• User experience improvements that increase engagement
• Fresh content approaches that set new standards

Strategic content comparison

When to compare content

Maximum impact timing:

• Before creating new content: Ensure competitive advantage from launch
• Updating existing pages: Identify specific improvement opportunities
• Analysing underperforming content: Understand why it's not succeeding
• Quarterly content audits: Maintain competitive positioning
• Researching competitor strategy: Understand their content approach

Choosing content for comparison

Best practice selection:

• Match content types: Blog to blog, product page to product page
• Same topic focus: Ensure both pieces address identical subjects
• Direct competitors: Compare with sites targeting your audience
• Top performers: Analyse content ranking well in search results
• Recent content: Compare with fresh, current competitor content

Taking action on insights

Implementation strategy:

1. Prioritise recommendations: Focus on high-impact, quick-win suggestions first
2. Create action plans: List specific changes based on analysis
3. Track improvements: Document changes to measure their impact
4. Re-compare after updates: Run follow-up comparisons to validate improvements
5. Look for patterns: Multiple comparisons reveal recurring themes

Maximising comparison value

Content improvement priorities

High-impact changes first:

• Critical gaps affecting content completeness
• User intent misalignments hurting search performance
• Authority deficits undermining credibility
• Structure problems harming user experience

Medium-term enhancements:

• Keyword optimisation for better search visibility
• Engagement improvements to reduce bounce rates
• Freshness updates to maintain relevance
• Competitive differentiation to stand out

Building competitive intelligence

Pattern recognition across comparisons:

• Consistent competitor strengths to learn from
• Recurring content gaps in your approach
• Industry content standards to meet or exceed
• Emerging trends competitors are adopting

Long-term content strategy

Strategic insights for planning:

• Content series opportunities that build authority
• Topic expansion areas with competitive advantage
• User experience improvements that increase engagement
• Content refresh cycles to maintain competitiveness

Common questions answered

How often should I compare content?

Compare important content quarterly or after significant updates. Less critical content needs comparison once or twice yearly.

Can I compare multiple competitors simultaneously?

Currently one competitor per comparison. Run separate analyses for multiple competitive insights.

What if content extraction seems incomplete?

Some website designs affect extraction quality. Try different competitors if extraction appears inadequate.

How long do comparisons take?

Most analyses complete within 1-2 minutes. Longer, more complex content may require additional processing time.

Should I compare with direct or indirect competitors?

Start with direct competitors targeting your exact audience, then expand to indirect competitors for broader insights.

What if my content is completely different from competitors?

Focus on structural and strategic insights rather than topic-specific recommendations. Look for user experience and authority patterns.

Can I save comparison results for later reference?

Yes, save results to track improvements over time and share insights with team members.

How do I know which competitor content to analyse?

Choose their top-performing content for your target keywords or their most comprehensive coverage of shared topics.