If you’re in B2B marketing, you know just rehashing what everyone else does online won’t get you far. You want real insights into what your competitors are doing—what’s working, what’s just for show, and where you might actually pull ahead. This is for marketers, founders, or anyone tasked with keeping an eye on the competition (without wasting an afternoon clicking through 50 browser tabs). We’ll walk through how to use Woorank, a site audit and competitor analysis tool, to dig up the info that matters—and skip what doesn’t.
1. Why Bother with Competitor Website Analysis?
Before you dive into the weeds, let’s get one thing straight: This isn’t about copying every move your competitor makes. It’s about spotting patterns—what they’re doing better (or worse) than you. Especially in B2B, where wins are often slow and subtle, knowing how your competitors present themselves online, where they rank, and how they’re generating leads can give you an edge.
You’ll want to look for:
- Gaps in their content or SEO that you can fill.
- Weak spots in their technical setup.
- Ideas for messaging or calls to action you’re missing.
- Backlink sources or partnerships you could pursue.
Alright, let’s get into the practical stuff.
2. Set Up Woorank and Choose Your Competitors
First off, don’t overthink this. You don’t need a huge list. Pick 2-4 direct competitors (those targeting the same customers as you, not just the household names in your industry).
How to start: - Sign up for Woorank (there’s a free trial, but some features are behind a paywall). - Plug in your own site and each competitor’s homepage. - Create a “Project” for your site so you can track changes and comparisons over time.
Pro Tip: If you’re not sure who your real competitors are, just Google your main product or service. The folks on page one are your competition, like it or not.
3. Run a Site Review and Ignore the Vanity Scores
Woorank spits out an overall site score. Don’t get hung up on this number—it’s a rough guideline, not gospel. What matters are the specifics underneath.
Focus on: - SEO Basics: Titles, meta descriptions, H1s, keyword use. - Mobile Usability: Is their site actually usable on a phone? B2B buyers often check sites on mobile first. - Load Speed: Slow sites kill conversions. If a competitor’s site is sluggish, that’s a weakness you can exploit.
Skip: - “Social Profiles” checkboxes (unless your industry is unusually social-driven). - Badge collections or “trust” meters.
You want actionable info, not a vanity checklist.
4. Dive Into Their Content: What’s Working and What’s Fluff?
a. Identify Their Top Pages
In the Woorank dashboard, look for the “Top Pages” section. This tells you what’s getting the most visits and links.
- Blog posts: Are they writing in-depth guides, quick how-tos, or just news updates?
- Product/service pages: How are they pitching? What’s their hook?
Write down 2-3 content ideas your competitors are ranking for that you aren’t.
b. Spot Content Gaps
- Are there topics your audience cares about that your competitors ignore?
- Are they missing detailed case studies, FAQs, or comparison pages?
Pro Tip: Use the “Keywords” and “Traffic Estimations” features to see if they’re ranking for terms you’ve overlooked. Don’t chase high-volume keywords just because your competitor does—focus on relevance.
5. Check Their Technical SEO (But Don’t Get Lost in the Details)
Woorank lists technical issues like broken links, missing alt text, poor internal linking, and duplicate content.
What matters: - Critical errors: Broken pages, missing HTTPS, mobile usability issues. - Duplicate titles/descriptions: Signals they’re not maintaining their site. - Structured data: Not a must-have, but it helps with Google snippets.
What doesn’t: - Chasing every single “alt text missing” warning. Fix your own critical stuff first.
If you notice a competitor with lots of crawl errors or a slow site, that’s an opportunity. You can highlight your own reliability in sales calls or your own content.
6. Analyze Backlinks and Authority
Backlinks are one of the hardest things to fake or shortcut. Woorank gives you an overview of where competitors are getting their links.
- Quality beats quantity: A few links from respected industry sites mean more than dozens from random blogs.
- Find patterns: Are they guest posting? Listed in directories? Mentioned in industry news?
- Look for low-hanging fruit: If they’re on a partner or supplier page and you aren’t, reach out.
Honest take: Don’t obsess over “domain authority” scores. They’re just ballpark figures, not precise science.
7. Review Their UX and Calls to Action
Woorank will flag usability issues, but you should also use your own judgment. Browse their site as if you’re a customer.
- Can you find contact info quickly?
- Is the value proposition clear on every major page?
- Are there obvious calls to action (demos, whitepaper downloads, contact forms)?
If their site is a maze, that’s a competitive advantage for you. Steal good UX ideas, avoid their mistakes.
8. Track Changes Over Time (But Don’t Get Paranoid)
Woorank lets you set up regular audits. This is handy for spotting when a competitor launches something new, refreshes their branding, or suddenly jumps in search rankings.
- Set a monthly reminder to check dashboards.
- Note any major changes, but don’t obsess over every small tweak.
Pro Tip: Keep a simple spreadsheet with links and observations. If you notice a big move (like a new product launch), dig deeper.
9. What to Ignore: The Fluff
Woorank, like most tools, loves to throw extra features and “insights” at you. Here’s what you can safely ignore in most B2B situations:
- Social share counts (unless your industry is unusually active on LinkedIn or Twitter).
- “Estimated traffic” numbers—these are often wildly inaccurate.
- “SEO impact” meters—use them as a rough guide, not gospel.
- Anything that sounds like a sales pitch for a new tool or service. Stick with what you came for.
10. Turn Insights Into Action
Don’t let analysis turn into procrastination. After your review, focus on:
- 2-3 technical improvements for your own site.
- 2-3 new content ideas or optimizations.
- A shortlist of potential backlink sources to pursue.
- One or two simple UX tweaks if you saw something better on a competitor’s site.
Share your findings with your team, but keep it actionable—no one needs another 20-page competitor audit doc.
Keep It Simple, Keep Moving
Competitor analysis can spiral into a rabbit hole if you let it. The point isn’t to obsess over every metric or copy every move, but to spot a few real opportunities and act on them. Use Woorank as a shortcut for surfacing those opportunities, skip the fluff, and remember: the goal is progress, not perfection. Check in monthly, make a few tweaks, and you’ll be ahead of 90% of your competition.