Blog

Competitor benchmarking is not about copying another site's colour palette or hero copy. The useful comparison is whether they outrank you on the things that matter to a buyer: speed on mobile, clarity of service pages, and presence in AI answers for your shared category and location.

We pick competitors who genuinely compete with you. A Hawthorn osteopath gets compared against other inner-east clinics, not against a national chain. Then we run the same diagnostic across each domain so the gaps are like-for-like rather than aspirational. The AI visibility comparison is the part most owners find genuinely new: seeing the exact queries where a competitor is cited and you are not turns a vague feeling of "they seem to be everywhere" into a list of specific positioning gaps you can fix.

Use the competitor section as input to your next sprint, not as a vanity exercise. If two of your three competitors load in half the time on a phone and rank in the local pack while you do not, that is a backlog item with a clear owner. Closing structural gaps in how AI assistants cite your category is usually where most owners benefit from bringing in a specialist who can work alongside their existing developers and translate the diagnostic into shipped changes. The easier fixes do not need that — pick those up first.