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Learning from Competitors

Updated March 11, 2026

The competitor analysis tools in the editor let you see what top-ranking pages are doing, so you can build on their strengths and fill their gaps.

The Competitors Tab

The Competitors tab in the editor sidebar shows the top-ranking pages for your keyword and how your content compares.

What You See

Each competitor card shows:

  • URL — Click to view their page
  • Word count — Article length
  • H2 headings — Number of H2 sections
  • Entity coverage — How much topic overlap they share with your content (scores are calculated when you create the optimization and reflect competitors' content at that point)

Expand any competitor to see their Outline, Top Entities (green = in your content, grey = missing), and Topics You're Missing.

How to Use It

1. Study the Structure

Open the top 3 results.

  • How do they structure their headings?
  • Do they have a "Key Takeaways" section?
  • Do they use tables or comparison charts?

Mimic successful structures, but fill them with better content.

2. Check Their Scores

Look at the Entity Score column.

  • If the #1 result has a score of 75%, you should aim for 75–80%
  • If the top results have low scores (e.g., 40%), this is a "content gap" — a high-scoring article could easily outrank them
  • If all competitors score 80%+, you'll need to match that level and add unique value (original data, better examples, clearer explanations) to differentiate

3. Find Missing Topics

Read their content to see what they missed.

  • Did they fail to explain how to do something?
  • Is their data outdated?
  • Is their mobile experience bad?

Covering these gaps helps you rank above them.

Tips

  • Don't Copy — Google penalizes duplicate content. Learn from their approach, but write original content
  • Look for Patterns — If every competitor has a "Pricing" section, you probably need one too
  • Ignore Outliers — Sometimes Amazon or Wikipedia ranks #1 due to domain authority alone. Focus on competitors similar to you (blogs, niche sites, businesses your size)
  • Entity Score isn't everything — Rankings depend on many factors including backlinks, domain authority, page speed, and user experience. A high entity score gives you the best content foundation, but it's one piece of the puzzle

What's Next?