Learning from Competitors
Posted November 20, 2025Updated November 21, 2025By Zak Kann
Don't guess what Google wants. Look at who Google is already rewarding.
The SERPs Tab
The SERPs (Search Engine Results Pages) tab in the editor sidebar gives you X-ray vision into the Top 20 ranking pages for your keyword.
What You See
- Position: Rank 1 through 20.
- Title & URL: Click to read their content.
- Entity Score: How comprehensive their content is.
How to Use It
1. Spy on 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.
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- Is their data outdated?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 is your ticket to Page 1.
Tips
- Don't Copy: Google penalizes duplicate content. Steal ideas, not sentences.
- Look for Patterns: If every competitor has a "Pricing" section, you probably need one too.
- Ignore Outliers: Sometimes Amazon or Wikipedia ranks #1 just because they are huge sites. Focus on competitors that are similar to you (blogs, niche sites).