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Step 2: How to analyze your competitors (and outrank them)

A step-by-step workflow for using Topical Map to analyze and revere-engineer competitors' strategy

Updated today

💡 Why is this important?

If you don’t know what your competitors are doing—you’re flying blind. Topical Map lets you spy smarter: see what they’re covering, where they’re strong, and where they’ve dropped the ball. Then fill those gaps and win the clicks.

❓ What's in it for you?

  • Competitive Edge: Discover which topics competitors cover thoroughly and where they fall short.

  • Better Targeting: Focus on high-impact, less competitive keywords.

  • Informed Strategy: Tailor your content plan to outperform competitors in specific niches.

🛠️ What you’ll need:

  • Sites + Topical Map

📆 When to do it and how often?

Run a competitor audit monthly or quarterly, especially when launching a new campaign or tracking growth areas.

How to analyze competitor coverage

  1. Open Topical Map in Sites

  2. Use the Competitor filter

    1. View the top 100 competitors based on topic coverage

    2. Select a specific competitor to deep-dive into their strategy
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  3. Identify Relevant Competitors

    1. Start with all competitors, then uncheck the ones that aren’t relevant to your niche

    2. Focus on those targeting the same audience or topics as you

    3. Compare how they stack up against your existing coverage and desired topics.
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  4. Analyze their strengths (and weaknesses)

    1. Look for overlaps → where you compete directly

    2. Find white space → topics they cover that you don’t (yet)

    3. Or reverse it → where you’ve already got an edge, and they don’t
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  5. Apply filters + use the map

    1. Filter by Keyword Difficulty or Search Volume to find quick wins

    2. Use Color by Coverage to highlight content gaps

    3. 🎯 Your goal:

      1. Low competition + high value = go write that article!

      2. High competition + your gap = fill it in to not fall behind
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  6. Turn insights into strategy

    1. Leverage their weakness: Target topics where you can quickly outrank them

    2. Prioritize clusters where you can win with minimal effort

    3. Assign content tasks, update articles, or expand clusters they missed
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  7. Track your wins

    1. Monitor ranking changes in Dashboard

    2. Rinse, repeat, and enjoy that sweet, strategic edge

That’s it—you’re officially a competitive spy! Time to show you how to track your performance with Dashboards →

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