competitor-research

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SEO Content: Competitor Research

SEO内容：竞品调研

Guides competitor research for SEO, content, backlinks, and positioning. Use when planning content, auditing articles, building links, or evaluating market position.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

本技能提供SEO、内容、反向链接、品牌定位方向的竞品调研指导，适用于内容规划、文章审核、外链搭建、市场定位评估等场景。

调用规则：首次使用时若适用，可以先用1-2句话介绍本技能的覆盖范围和使用价值，再输出核心内容。后续调用或用户明确要求跳过介绍时，直接输出核心内容即可。

Research Types

调研类型

Type	Purpose	Output
Keyword/topic	Topics competitors rank for; gaps	Keyword opportunities; content ideas
Content	Structure, length, gaps vs top rankers	Length target; H2 structure; content gaps
Backlink	Link profile; sites linking to competitors	Link gap; outreach targets
Pricing	Competitor pricing, positioning	Pricing context; differentiation
SEO metrics	Organic traffic, rankings vs competitors	Benchmark; opportunity areas

类型	用途	输出
关键词/主题	竞品获得排名的主题；缺口分析	关键词机会；内容创意
内容	头部排名内容的结构、篇幅、缺口	目标篇幅；H2结构；内容缺口
反向链接	链接配置profile；指向竞品的站点	链接缺口；外展目标站点
定价	竞品定价、定位	定价参考；差异化方向
SEO指标	自然流量、排名与竞品的对比	基准数据；机会领域

Competitor Keyword / Topic Analysis

竞品关键词/主题分析

Method	Practice
Reverse engineering	Analyze competitor titles, H1, URL; identify topics they rank for
SERP overlap	Keywords with overlapping top-ranking pages → same cluster; #4–10 = opportunity
site: operator	`site:competitor.com` to see indexed pages
Tool	Ahrefs, Semrush—competitor keyword overlap, gap analysis

Output: Keyword opportunities; topics competitors cover that you don't.

方法	实操说明
逆向拆解	分析竞品的标题、H1、URL；识别他们获得排名的主题
SERP重叠分析	头部排名页面重叠的关键词→属于同一关键词簇；排名4-10位的关键词为机会点
site: 运算符	执行 `site:competitor.com` 查看竞品被收录的页面
工具	Ahrefs、Semrush——竞品关键词重叠、缺口分析功能

输出：关键词机会；竞品覆盖但你未覆盖的主题。

Competitor Content Analysis

竞品内容分析

Element	Check
Word count	Top 10 average; length target for your content
H2 structure	Topics covered; structure to adopt
Content gaps	What top rankers cover that you miss
Keyword placement	Primary keyword in title, H1, first 100 words
Format	Lists, tables, FAQ; match or improve

Use when: Auditing or creating articles; see article-page-generator for Research Phase integration.

分析元素	检查项
字数	排名前10内容的平均字数；你的内容目标篇幅
H2结构	覆盖的主题；可参考采用的结构
内容缺口	头部排名内容覆盖但你缺失的内容
关键词布局	主关键词是否出现在标题、H1、正文前100字内
格式	列表、表格、FAQ；匹配现有格式或做优化

适用场景：审核或创作文章时；可参考article-page-generator完成调研阶段的集成。

Competitor Backlink Analysis

竞品反向链接分析

Action	Purpose
Compare profiles	Your backlinks vs competitors
Link gap	Sites linking to competitors but not you
Opportunity	Outreach to those sites; content they might link to

Tools: Ahrefs, Semrush—Link Intersect, competitor backlink reports. See backlink-analysis.

动作	用途
对比链接配置	你的反向链接与竞品的差异
链接缺口分析	指向竞品但未指向你的站点
机会挖掘	向这些站点发起外展；创作他们可能愿意链接的内容

工具：Ahrefs、Semrush的Link Intersect功能、竞品反向链接报告。可参考backlink-analysis。

Competitor Pricing

竞品定价分析

Use	Practice
Positioning	Where you sit vs competitors
Differentiation	Value prop when price differs
Alternatives pages	Who to include; how to position

See pricing-strategy, alternatives-page-generator.

用途	实操说明
定位参考	你相对于竞品的市场位置
差异化梳理	定价存在差异时的价值主张梳理
竞品对比页制作	确定需要纳入的竞品、定位表述方式

可参考pricing-strategy、alternatives-page-generator。

Data Sources

数据源

Source	Use
SimilarWeb	Traffic, engagement, traffic sources by domain
Ahrefs	Competitor domains, backlinks, DR
SEMrush	Organic competitors, traffic share
GA	Referral traffic, acquisition by source
PostHog	Competitor feature usage (if tracked)

来源	用途
SimilarWeb	各域名的流量、用户参与度、流量来源
Ahrefs	竞品域名、反向链接、DR
SEMrush	自然搜索竞品、流量份额
GA	引荐流量、各渠道获客数据
PostHog	竞品功能使用情况（如有追踪）

Report Workflow

报告工作流

Parse — Read Excel/CSV, infer domain, visits, traffic sources, etc. from headers
Enrich — Web search, visit competitor sites; read
```
product-marketing-context.md
```
if present
Build — Structure data for report
Generate — Output report in chosen format

解析 — 读取Excel/CSV文件，从表头推断域名、访问量、流量来源等信息
补充信息 — 网页搜索、访问竞品站点；如果存在
```
product-marketing-context.md
```
文件则读取内容
搭建框架 — 梳理报告所需的数据结构
生成报告 — 按选定格式输出报告

Output Format

输出格式

Competitors identified
Research type (keyword, content, backlink, pricing)
Findings (gaps, opportunities, benchmarks)
Recommendations (content to create, links to pursue, positioning)

识别出的竞品清单
调研类型（关键词、内容、反向链接、定价）
调研发现（缺口、机会、基准数据）
建议（需要创作的内容、需要争取的链接、定位调整方向）

Report Structure Reference

报告结构参考

Section	Content
Executive Summary	Key findings (top 3), top 3 recommendations
Competitor Overview	Competitor, category, market position, key strength
Product Comparison	Feature/capability vs Us vs Competitors
SWOT Analysis	Our strengths/weaknesses/opportunities/threats; competitor deep dives
Marketing & Messaging	Value prop, target audience, key channels
Gaps & Opportunities	Gap, opportunity, priority
Prioritized Recommendations	Recommendation, impact, effort, owner

模块	内容
执行摘要	核心发现（前3项）、核心建议（前3项）
竞品概览	竞品、所属品类、市场地位、核心优势
产品对比	我方与竞品的功能/能力对比
SWOT分析	我方的优势/劣势/机会/威胁；竞品深度分析
营销与话术	价值主张、目标受众、核心渠道
缺口与机会	缺口内容、机会点、优先级
优先级建议	建议内容、影响程度、投入成本、负责人