# Competitor Analysis

> Realiza análisis completos de estrategia competitiva en SEO, anuncios, redes sociales, email, pricing y posicionamiento; útil para benchmarking, hallar debilidades rivales y construir matrices competitivas o SWOT.

Fuente: https://skillsagentes.com/skills/openclaudia/openclaudia-skills/competitor-analysis
Markdown: https://skillsagentes.com/skills/openclaudia/openclaudia-skills/competitor-analysis.md

Repositorio: https://github.com/OpenClaudia/openclaudia-skills
Autor: OpenClaudia
Licencia: MIT
Actualizado: hace 2 meses
Coste de contexto: 134 tok instalada, 3.2k tok al activarse, 3.2k tok con todos los archivos del bundle
Bundle: 1 archivo, 12 KB
Permisos que pide: ninguno declarado

## Instalación

Un skill son archivos markdown: los mismos archivos valen para cualquier agente y lo único que cambia es el directorio de destino, es decir la bandera `--agent`. Añade `-g` para instalarlo en todos los proyectos de la máquina.

```bash
# Claude Code
npx -y skills add OpenClaudia/openclaudia-skills --skill competitor-analysis --agent claude-code
# Cursor
npx -y skills add OpenClaudia/openclaudia-skills --skill competitor-analysis --agent cursor
# Codex
npx -y skills add OpenClaudia/openclaudia-skills --skill competitor-analysis --agent codex
# Gemini CLI
npx -y skills add OpenClaudia/openclaudia-skills --skill competitor-analysis --agent gemini
# Windsurf
npx -y skills add OpenClaudia/openclaudia-skills --skill competitor-analysis --agent windsurf
# Cline
npx -y skills add OpenClaudia/openclaudia-skills --skill competitor-analysis --agent cline
```

## Qué hace

- Ejecuta un análisis competitivo completo cubriendo SEO, publicidad pagada, redes sociales, email marketing, pricing y posicionamiento
- Genera perfiles SEO, matrices de precios, mapas de posicionamiento, análisis SWOT y matriz competitiva
- Usa APIs opcionales (SemRush, SerpAPI, ScrapingBee) para enriquecer los datos, o recurre a WebSearch si no están disponibles
- Descompone el tráfico entre búsqueda de marca vs no marca para identificar el verdadero motor de crecimiento del competidor
- Produce recomendaciones estratégicas finales sobre posicionamiento, contenido, pago, producto y pricing

## Cuándo usarla

- El usuario pide analizar competidores o hacer benchmarking frente a rivales
- El usuario quiere entender el panorama competitivo o encontrar debilidades de competidores
- El usuario pide construir una matriz competitiva o un análisis SWOT
- El usuario pregunta por publicidad, SEO o pricing de competidores

## Qué la activa

- "Haz un análisis competitivo de mis 3 principales rivales"
- "¿Quiénes son mis competidores y qué debilidades tienen?"
- "Necesito una matriz competitiva con pricing y posicionamiento"
- "Analiza los anuncios y el SEO de mi competidor principal"

## Antes de instalar

- Las claves SEMRUSH_API_KEY, SERPAPI_API_KEY y SCRAPINGBEE_API_KEY son opcionales; sin ellas el framework funciona con búsqueda web e investigación manual.
- Necesita en el PATH: curl
- Variables de entorno: SCRAPINGBEE_API_KEY, SEMRUSH_API_KEY, SERPAPI_API_KEY
- makes network requests
- needs API credentials

## Archivos

- SKILL.md — 12 KB

## SKILL.md

Reproducido tal cual desde OpenClaudia/openclaudia-skills bajo MIT. Esta sección es el documento original y está en inglés.

# Competitor Analysis Framework

You are an expert competitive intelligence analyst. When the user asks you to analyze competitors, build competitive matrices, or identify competitive advantages, follow this framework.

## Optional API Integrations

The following API keys enable richer data collection. All are optional -- the framework works without them using web search and manual research.

- `SEMRUSH_API_KEY` - Domain overview, organic keywords, competitor discovery, traffic estimates
- `SERPAPI_API_KEY` - Real-time SERP competitive analysis, ad copy extraction
- `SCRAPINGBEE_API_KEY` - Scrape competitor pages that block direct fetching

### SemRush API (if SEMRUSH_API_KEY available)

**Domain Overview** - Get traffic, keywords, and authority for any competitor:
```bash
# Domain overview (organic traffic, keywords, authority score)
curl -s "https://api.semrush.com/?type=domain_ranks&key=${SEMRUSH_API_KEY}&export_columns=Db,Dn,Rk,Or,Ot,Oc,Ad,At,Ac&domain={competitor_domain}"
```
Columns: Db=Database, Dn=Domain, Rk=Rank, Or=Organic Keywords, Ot=Organic Traffic, Oc=Organic Cost, Ad=Adwords Keywords, At=Adwords Traffic, Ac=Adwords Cost.

**Organic Keywords** - See what keywords a competitor ranks for:
```bash
# Top organic keywords for a competitor domain
curl -s "https://api.semrush.com/?type=domain_organic&key=${SEMRUSH_API_KEY}&domain={competitor_domain}&database=us&export_columns=Ph,Po,Nq,Cp,Ur,Tr&display_limit=50&display_sort=tr_desc"
```
Columns: Ph=Keyword, Po=Position, Nq=Search Volume, Cp=CPC, Ur=URL, Tr=Traffic %.

**Competitor Discovery** - Find domains competing for the same keywords:
```bash
# Domains competing with a given domain in organic search
curl -s "https://api.semrush.com/?type=domain_organic_organic&key=${SEMRUSH_API_KEY}&domain={domain}&database=us&export_columns=Dn,Cr,Np,Or,Ot,Oc&display_limit=20"
```
Columns: Dn=Domain, Cr=Competition Level, Np=Common Keywords, Or=Organic Keywords, Ot=Organic Traffic, Oc=Organic Cost.

**Keyword Gap** - Find keywords competitors rank for but you do not:
```bash
curl -s "https://api.semrush.com/?type=domain_domains&key=${SEMRUSH_API_KEY}&domains=*|or|{your_domain}|*|or|{competitor1}|*|or|{competitor2}&database=us&export_columns=Ph,P0,P1,P2,Nq,Cp&display_limit=50&display_filter=%2B|P0|Eq|0"
```
The filter `+|P0|Eq|0` returns keywords where your domain (position 0) does not rank.

### SerpAPI (if SERPAPI_API_KEY available)

**SERP Competitive Analysis** - See who ranks for key terms in real time:
```bash
# Real-time SERP for competitive keywords
curl -s "https://serpapi.com/search.json?q={keyword}&api_key=${SERPAPI_API_KEY}&num=20&gl=us&hl=en"
```
Use this to:
- Identify which competitors dominate organic results for target keywords (parse `organic_results`)
- Extract competitor ad copy from `ads` and `shopping_results` fields
- Discover related competitor keywords from `related_searches`
- See competitor presence in SERP features: `knowledge_graph`, `local_results`, `featured_snippet`

**Google Ads Competitor Analysis:**
```bash
# Search a commercial keyword to see competitor ads
curl -s "https://serpapi.com/search.json?q={commercial_keyword}&api_key=${SERPAPI_API_KEY}&gl=us&hl=en"
```
The response `ads` array contains: `position`, `title`, `link`, `displayed_link`, `tracking_link`, `description`, `sitelinks`. This reveals competitor ad copy, landing pages, and messaging.

### ScrapingBee (if SCRAPINGBEE_API_KEY available)

Use ScrapingBee to scrape competitor pages that block direct fetching via WebFetch (e.g., JavaScript-heavy pages, bot-protected sites, pricing pages):
```bash
# Scrape a competitor page
curl -s "https://app.scrapingbee.com/api/v1/?api_key=${SCRAPINGBEE_API_KEY}&url={url}&render_js=false"
```
Set `render_js=true` if the page requires JavaScript rendering (SPAs, dynamic pricing tables). Useful for:
- Extracting pricing page details when WebFetch returns incomplete content
- Scraping competitor landing pages for messaging and positioning analysis
- Capturing competitor feature comparison pages
- Getting content from sites that block automated requests

**Note:** ScrapingBee charges per request. Use sparingly -- try WebFetch first and fall back to ScrapingBee only when needed.

## Step 1: Gather Context

Establish: user's product, industry/vertical, target audience, known competitors, key concerns (pricing, features, marketing), available tools (SEMrush, Ahrefs, SimilarWeb), goal (strategy, launch decision, investor deck, repositioning).

## Step 2: Competitor Identification

### Three Categories

- **Direct** (same product, same audience): 3-5 competitors
- **Indirect** (different product, same problem): 2-3 competitors
- **Aspirational** (market leaders to learn from): 1-2 competitors

### Discovery Methods

Google "[category]" (ads + organic top 10), G2/Capterra "Compare" pages, Reddit/Twitter "[competitor] alternative", customer interviews, job postings, funding announcements, SEMrush "Competing Domains" report.

## Step 3: SEO Analysis

If `SEMRUSH_API_KEY` is available, use the Domain Overview and Organic Keywords endpoints (see Optional API Integrations above) to populate the profile below with real data. If `SERPAPI_API_KEY` is available, supplement with real-time SERP position data. Otherwise, use WebSearch and public tools to estimate.

For each competitor:

```
COMPETITOR SEO PROFILE: [Company Name]
DA/DR: [score] | Monthly Organic Traffic: [volume] | Ranking Keywords: [total]

TOP KEYWORDS: [keyword, position, volume, traffic share]

CONTENT STRATEGY:
  Post frequency, avg length, content types, top 5 performing URLs

BACKLINK PROFILE:
  Total backlinks, referring domains, top linking domains, acquisition rate

TECHNICAL: Site speed, mobile optimization, schema markup, architecture
```

### Traffic Source Reality Check (do this BEFORE trusting the numbers)

A headline like "74% organic" does **not** mean a competitor is winning at SEO discovery. Most tools report the *last click*, which hides where awareness was actually created. Decompose before you draw conclusions:

1. **Branded vs non-branded search.** Tag every keyword containing the brand name (normalize out spaces/dots so `auto ppt` matches `autoppt`). Branded search = people who *already know the name* navigating back, not Google discovering them.
2. **Navigational bucket = branded search + Direct traffic.** Treat them as one: an existing audience returning, not new acquisition.
3. **Genuinely acquisitive search = non-branded organic** (generic terms, competitor-brand terms, how-to content). This is the only slice that is truly SEO-driven discovery — size it explicitly.
4. **Reconcile your tools.** A big SimilarWeb/whole-funnel total vs a small Ahrefs/SemRush organic estimate means heavy untracked long-tail (often non-English). Different top-countries between tools = discovery happens where users *are*, not where rankings are tracked.
5. **Sanity-check the users are real.** Bounce rate, pages/visit, time-on-site. Bot/incentivized traffic shows as ~100% bounce, 1 page, a few seconds.

**Channel fingerprint → find the real top-of-funnel.** Key diagnostic: *when branded search + direct dominate but no last-click acquisition channel is large, the discovery engine is upstream and invisible to these tools.*

| Fingerprint | Real growth engine |
|---|---|
| High branded search + high direct, but social/referral/paid all small | Off-last-click: short-video (TikTok/Reels/Shorts), messaging apps, word-of-mouth — strips referrers, resurfaces later as brand search + direct |
| High non-branded organic, deep blog/long-tail | Genuine SEO content engine (editorial or programmatic) |
| Ranks on competitors' brand names (`<rival> alternative`, `<rival> pricing`) | Deliberate competitor-interception SEO |
| High referrals concentrated in few domains | Partnerships / directories / affiliate / integrations |
| High paid + display | Paid acquisition (check if profitable for the niche) |
| genAI referral channel non-trivial and growing | LLM-citation traffic (ChatGPT/Perplexity) |

**Confirm, don't assert:** search the brand on YouTube/TikTok for a viral wave; check whether branded-search growth *lagged* a social spike; name the actual top referrers; read who the content is written for; let top countries tell you the community. Only then write the "how they really grow" verdict.

### Gap Analysis

- **Keyword gaps**: Keywords competitors rank for that you do not
- **Content gaps**: Topics competitors cover that you do not
- **Backlink gaps**: Domains linking to competitors but not you

## Step 4: Paid Advertising Analysis

```
COMPETITOR AD PROFILE: [Company Name]
Est. Monthly Spend: [range] | Platforms: [list] | Active Ads: [count]

GOOGLE ADS: Top keywords, ad copy themes, landing pages, extensions
META ADS: Ad count (from Ad Library), formats, running duration, creative themes
LINKEDIN ADS (B2B): Formats, targeting signals, content themes
```

**Key questions**: Which keywords bid most aggressively? What landing pages do ads point to (reveals best offers)? How long have top ads been running (long = profitable)? Running retargeting?

## Step 5: Social Media Analysis

```
| Platform | Followers | Frequency | Avg Engagement | Top Content Type |
|----------|-----------|-----------|----------------|-----------------|
| Twitter/X | ... | ... | ... | ... |
| LinkedIn | ... | ... | ... | ... |
| Instagram | ... | ... | ... | ... |
| YouTube | ... | ... | ... | ... |

CONTENT THEMES: [theme, engagement level] x3
TOP POSTS (last 90 days): [platform, description, metrics]
COMMUNITY: Response time, tone, UGC, community spaces
```

## Step 6: Email and Lifecycle Marketing

Sign up for every competitor's list, trial, and newsletter. Track:

- **Newsletter**: Frequency, content type, subject line style, personalization
- **Onboarding sequence**: Day-by-day breakdown with subject, purpose, CTA
- **Promotions**: Discount frequency, seasonal campaigns, urgency tactics
- **Retention**: Churn prevention emails, re-engagement campaigns

## Step 7: Pricing and Positioning

### Pricing Comparison

```
| Feature/Plan | You | Comp A | Comp B | Comp C |
|-------------|-----|--------|--------|--------|
| Free Tier | ... | ... | ... | ... |
| Starter | ... | ... | ... | ... |
| Pro | ... | ... | ... | ... |
| Enterprise | ... | ... | ... | ... |
```

Note model type, billing options, add-ons, discounts, price anchoring.

### Positioning Map

Create a 2x2 map on the two most important dimensions (e.g., Price vs. Simplicity). Identify white space opportunities.

### Messaging Extraction

For each: tagline, value proposition, key differentiator, target persona, tone, primary proof points.

## Step 8: SWOT Analysis

For each major competitor:

```
STRENGTHS: [with evidence]
WEAKNESSES: [with evidence from reviews, complaints, feature gaps]
OPPORTUNITIES: [market trends in their favor]
THREATS: [your advantages or market shifts against them]
```

**Weakness sources**: G2/Capterra 1-2 star reviews, Reddit/Twitter complaints, Glassdoor, Down Detector, feature comparison gaps, support forums.

## Step 9: Competitive Matrix

```
| Dimension | You | Comp A | Comp B | Comp C |
|-----------|-----|--------|--------|--------|
| Founded | ... | ... | ... | ... |
| Funding/Revenue | ... | ... | ... | ... |
| Target Market | ... | ... | ... | ... |
| Entry Price | ... | ... | ... | ... |
| Key Differentiator | ... | ... | ... | ... |
| DA | ... | ... | ... | ... |
| Monthly Traffic | ... | ... | ... | ... |
| G2 Rating | ... | ... | ... | ... |
| Feature 1-3 | Y/N | Y/N | Y/N | Y/N |
```

## Step 10: Strategic Recommendations

```
STRATEGIC RECOMMENDATIONS
==========================
1. POSITIONING: Current vs. recommended position, key message, differentiation
2. CONTENT: Priority keywords, content types, topics to own
3. PAID: Keywords competitors miss, ad angles, channel priorities
4. PRODUCT: Features to build (from gaps), features to deprioritize
5. PRICING: Adjustments, packaging opportunities
6. QUICK WINS: 3 actions to implement this week
```

Ground every recommendation in specific competitor data. Prioritize by impact and ease of implementation.

## Dónde encaja

- Categoría: [Marketing](https://skillsagentes.com/categorias/marketing.md) — Campañas, copy, lanzamientos y ciclos de crecimiento.
- Creador: [OpenClaudia](https://skillsagentes.com/creators/openclaudia.md) — 76 skills en el directorio
- [Todas las skills](https://skillsagentes.com/skills.md)
- [Ranking de instalaciones](https://skillsagentes.com/ranking.md)

## Otras skills del mismo repositorio

- [Competitor Traffic Report](https://skillsagentes.com/skills/openclaudia/openclaudia-skills/competitor-traffic-report.md): Genera un informe HTML autocontenible de tráfico competitivo: visitas mensuales (SimilarWeb), tráfico orgánico y Domain Rating (Ahrefs), con gráficos ranked, tendencias y tabla de datos.
- [Brand Dev](https://skillsagentes.com/skills/openclaudia/openclaudia-skills/brand-dev.md): Obtiene datos de marca (nombre, descripción, logos, industria) desde la API de brand.dev y guarda los logos localmente.
- [Gsc Portfolio Audit](https://skillsagentes.com/skills/openclaudia/openclaudia-skills/gsc-portfolio-audit.md): Audita TODAS las propiedades de Google Search Console a la vez: ranking por clics e impresiones con deltas, y diff de keywords por sitio (nuevas, suben, bajan, perdidas, o bien rankeadas sin clics).
- [Wechat Moments](https://skillsagentes.com/skills/openclaudia/openclaudia-skills/wechat-moments.md): Clasifica y resume el feed de WeChat Moments (朋友圈) del usuario para que los eventos reales y la información genuina destaquen sobre la promoción, ponderando según cuánto le escribe el usuario a cada autor.
- [Podcast Edit](https://skillsagentes.com/skills/openclaudia/openclaudia-skills/podcast-edit.md): Edita audio o video de podcast: recorta charla previa/posterior, quita muletillas, corta silencios, mejora el audio y aplica el mismo corte a una versión en video.

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