Profile competitors from URLs with SEO and market data

This skill produces comprehensive, structured competitor profile documents by combining live site scraping with SEO and market data, first checking for existing product-marketing context to avoid re-asking known information. Four core principles guide it: facts over opinions, meaning every claim is traceable to a source and inferences are labeled; structured and comparable, meaning all profiles follow the same template for side-by-side comparison; current data, meaning dated snapshots with staleness flagged; and honest assessment, meaning no exaggerating weaknesses or downplaying strengths. Before synthesizing, it persists all raw scrape, SEO, and review data to a dated, per-competitor directory structure that is never overwritten by a later run, so profiles can be rebuilt or audited without re-running expensive API calls.

The research process runs three phases. The first maps a competitor's site to discover key pages - homepage, pricing, features, about, blog, customers or case studies, integrations, and changelog - scrapes each, and extracts specific fields per page type, such as the homepage's headline and value proposition, pricing tiers and billing terms, feature capabilities, founding story and team size, named customers and case study themes, integration count, and changelog release velocity, plus optional review scraping from sites like G2, Capterra, Product Hunt, and TrustRadius, extracting rating, review count, praise and complaint themes, and representative quotes. The second phase gathers SEO and market data: domain authority and backlinks, keyword and traffic intelligence including ranked keywords and estimated traffic and keyword gaps versus the user's own site, and competitive positioning data such as the competitor's closest organic rivals and highest-traffic pages. The third phase synthesizes the scraped content with the SEO data and cross-references claims against scale evidence, such as checking a claimed customer count against traffic and backlink scale.

Output is one markdown profile per competitor following a fixed template: an at-a-glance metrics table, positioning and messaging, product and features with capabilities and product-direction signals from the changelog, a pricing table, customers and social proof with review ratings, SEO and content strategy covering organic traffic and backlink profile, strengths and weaknesses with evidence sources, competitive implications covering opportunities and threats, and a raw data sources section. After all competitors are profiled, a cross-competitor summary document adds a landscape overview, a comparison table, a positioning map along axes like simple versus complex or cheap versus premium, key takeaways, and market gaps. It defaults to a faster, cheaper quick scan - homepage and pricing page only, with a domain-rank and keyword summary and no reviews or backlink detail - unless the user requests a deep profile or names three or fewer competitors, and for multiple competitors it parallelizes scraping by page type, uses consistent metrics across all of them for comparability, and builds the summary last. Updating an existing profile re-checks pricing first since it's the most volatile, re-pulls SEO metrics, scans the changelog, and logs what changed since the last snapshot.

Use it when researching, profiling, or analyzing competitors from their URLs - competitor research, competitive intelligence, or a competitor deep dive.

Given competitor URLs, a depth level, and optional focus areas, it produces per-competitor markdown profiles plus a cross-competitor summary, backed by persisted raw scrape, SEO, and review data for later re-use.

Firecrawl for site and review scraping via map, scrape, and search, DataForSEO MCP tools for backlinks, ranked keywords, domain rank overview, competitor discovery, and top pages, plus related skills for comparison pages, prospecting, customer research, content strategy, SEO audits, sales enablement, ad analysis, and pricing.

Product marketers and competitive-intelligence analysts who need consistent, evidence-backed competitor profiles for positioning, sales enablement, or content-gap planning rather than one-off, inconsistent research notes.