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How Marketers Can Use AI for Competitor Analysis

Over the holidays, I worked with a brand to run some competitor analysis to inform their 2025 plans. One key focus was web presence, where we leveraged tools like ChatGPT 4o, Semrush, and SimilarWeb to provide a comprehensive report in hours and save us days of manual work. For more in-depth design analysis, you can experiment with ChatGPT 4.0 or 4.1 and Gemini Advanced by uploading screenshots, or use Google AI Studio to navigate sites, discuss findings, and gather real-time feedback on the user experience.

AI tools will save you time and help to analyze competitor initiatives, identify best practices, and create actionable recommendations to improve your own.

Here’s a streamlined approach for websites analysis:

1. Goal Setting and Benchmarking: Define objectives and identify KPIs like engagement or search rankings. Use tools like Similarweb to compare competitors’ traffic and performance metrics.

2. User Experience and Design Audit: Assess site navigation, mobile responsiveness, and design aesthetics. If prompted correctly ChatGPT can provide a comprehensive report, and specialized AI tools like Crayon can help monitor broader competitors’ updates.

3. Content Analysis: Besides ChatGPT, evaluate content relevance and quality with platforms like BuzzSumo to identify top-performing topics and gaps in your strategy.

4. Technical SEO and Performance Evaluation: Analyze competitors’ technical SEO and performance using tools like Ahrefs or SEMrush.

5. Reporting and Recommendations: Summarize findings into an actionable report with visual insights. Use ChatGPT to help you craft the narrative and slides.

Ready-to-use prompt that you can customize for your needs:

Objective: Evaluate and compare multiple websites to identify best practices, strengths, and areas for improvement. The goal is to inform the update or creation of a similar website that delivers an exceptional user experience for [insert target audience].

Websites to Compare:

• Website 1: [Insert Website URL]

• Website 2: [Insert Website URL]

• Website 3: [Insert Website URL]

• Website 4: [Insert Website URL]

Evaluation Criteria:

1. Core Content and Functional Pages

Placeholder: Replace with the specific pages or sections relevant to your industry/project.
Examples:

• Test Directory or Product/Service Catalog

• Resource Library or Knowledge Base

• Industry-Specific Tools or Calculators

• FAQ or Support Pages

For each page:

• How well is the content structured and organized?

• Is the information comprehensive and clear for the target audience?

• Are there supporting visuals or interactive elements (e.g., diagrams, videos)?

2. Navigation and User Experience (UX)

• How intuitive is the website’s navigation?

• Are menus well-organized, with clear categories and subcategories?

• Does the website provide quick links or search functionality for commonly accessed sections?

• How consistent is the branding and design across pages?

3. Personalization and Target Audience Segmentation

• Does the website offer tailored experiences for different user groups (e.g., [Insert Specific Roles or Expertise])?

• Are there features that dynamically adjust recommendations based on user preferences or behavior?

• How does the website address the specific needs of its target audience?

4. Accessibility and Compliance

• Does the website adhere to [Insert Relevant Standards (e.g., WCAG 2.1, GDPR)]?

• Are accessibility features implemented (e.g., alt text, high contrast, screen reader compatibility)?

• Is the website responsive and usable across devices (desktop, tablet, mobile)?

5. Design and Aesthetics

• Is the overall design modern, professional, and visually appealing?

• Are the layout and typography user-friendly?

• Does the website maintain consistent branding (e.g., logos, colors, style)?

6. Updates, News, or Notifications

Placeholder: Adjust this section to focus on industry-specific updates.
Examples:

• How are recent updates (e.g., new tests, product launches) communicated?

• Is there a dedicated section for announcements, or are updates embedded within relevant pages?

• Is the update format user-friendly (e.g., filters, search, or downloadable summaries)?

7. Engagement and Interactivity

• Does the website include interactive tools (e.g., calculators, live chat, or dynamic filters)?

• Are there resources that encourage user engagement, such as webinars, white papers, or videos?

• How effective are the contact or support features?

8. AI Optimization

• Voice Search Readiness:

  • Is the content written in a conversational, question-and-answer format to match voice search queries?

  • Does it target long-tail, intent-driven keywords (e.g., "How do I use [product capability]?")?

  • Are local and "near me" phrases included where relevant?

• Intent-Based Content:

  • Does the content address user intent clearly, focusing on informational (e.g., FAQs), navigational (finding resources), and transactional (e.g., bookings, purchases) needs?

  • Are headings and subheadings optimized to align with likely user search phrases?

• Technical AI Optimization:

  • Is structured data (schema.org) used for rich results like featured snippets?

  • Are page speed, mobile optimization, and clean URL structures prioritized for better rankings?

9. Localization and Regional Customization

• Does the website support multiple languages or regions?

• Are there region-specific resources, guidelines, or contact options?

Output:

For each website:

1. Provide a summary of strengths and weaknesses for each evaluation category.

2. Identify unique features or best practices that can inspire the new website design.

3. Suggest specific recommendations for improving the [Insert Target Website/Project Name].