Competitor website analysis

Analyse a tracked competitor’s primary website, check coverage and quotas, and review its profile and pages.

Competitor analysis

Run competitor analysis crawls the competitor’s primary website, determines its page types, builds the site tree, matches its pages with the URLs AI cites and builds the competitor profile. Technical scores are not calculated for a competitor’s site. You can leave the page while it runs. The first analysis of a competitor that you start yourself sends you an email when it is ready.

Each analysis uses one unit of Competitor website analyses / month: 1 on Free, 20 on Starter and 50 on Business, unless your company has individual terms. The card shows what is left and when the limit resets; when it is used up, the limit window shows the reset date and plan options. On Free, the onboarding analyses your first tracked competitor and uses that month’s unit.

How much of the site is analysed depends on the plan: up to 100 pages on Free, 1,000 on Starter and 10,000 on Business. A larger site stops at the limit, and the card says so.

If no page can be analysed, the analysis is not counted toward the limit. The card shows why: the site disallows crawling in robots.txt, is protected against bots, is unreachable, or its primary domain redirects to another domain. We respect robots.txt and bot protection. Use Retry analysis or Set another primary site. If only some pages are closed, the analysis counts and the card shows how many URLs were closed.

The analysis is not repeated automatically. After 90 days, or when you change the competitor’s primary site, the card marks it as outdated; Refresh analysis runs it again for one unit. If your team edited the profile, a new analysis proposes changes instead of overwriting the text. A profile older than 30 days also produces a recommendation to update it.

Text read while analyzing a competitor’s site is kept only until the analysis has used it, then deleted: we keep page addresses, titles, classifications, derived summaries and counts rather than the complete page text. Public pages cited in AI answers keep their text to verify mentions. Content briefs never quote a competitor’s own pages — only their title and page type.

Inspect the analysis

Open the competitor’s Profile and Site tabs after the analysis. Check the analysis date separately from the AI scan date. The site summary and page categories show page type, format, stage, purpose and target action. Clicking a category cell or using the tree filters narrows the pages. A larger page inventory is not proof of better content or stronger visibility. See Page content analysis for the shared definitions and Competitors for citation and answer comparisons.