SEO Competitor Analysis Templates

SEO competitor analysis templates help you evaluate rivals' keywords, backlinks, content, traffic, and site performance. Most are free, available in Excel, Google Sheets, PDF, or presentation formats. Below, I've curated the top options based on relevance, recency (up to 2026), user-friendliness, and SEO-specific features. I prioritized free downloads from reputable sources like Moz and SEMrush.

Top Recommendations (Free Downloads)

These are standalone templates you can download immediately—no sign-up required for most.

Spreadsheet-Specific Options (Google Sheets vs. Excel)

• Google Sheets (Collaborative, Free):

  • Sheets for Marketers Competitor Research: Keywords/backlinks focus. Pros: Auto-updates; SEO strategy integration. Cons: Requires manual tool inputs (e.g., Ahrefs).
  • Coefficient Competitor Analysis: Real-time data pulls. Pros: Customizable formulas. Cons: Some premium add-ons.

• Excel (Offline, Robust Formulas):

  • TECHenya PDF/Excel (2025 update): Structured SWOT for SEO. Pros: Printable; detailed cells. Cons: No cloud sync.
  • HubSpot Competitive Analysis: General but adaptable to SEO. Pros: Multi-competitor rows. Cons: Not SEO-only.

Sheets vs. Excel: Choose Google Sheets for team sharing/real-time edits (pros: free, integrates with Google tools); Excel for complex formulas/offline use (pros: advanced pivots; cons: no auto-collaboration).

Presentation Templates (For Reports)

• SlidesCarnival SEO Slides: Free Google Slides/PPT. Pros: Visual charts; customizable. Cons: Design-focused, light on data.
• Beautiful.ai SEO Report: Interactive slides. Pros: Auto-formats. Cons: Free tier limited.

Tools with Built-in Templates/Analysis

If you want automated analysis (beyond static templates):

• Ahrefs/SEMrush (paid, free trials): Export competitor data directly into templates. Pros: Accurate metrics. Cons: $19+/mo.
• Notion Templates Collection](https://www.notion.com/templates/collections/best-competitive-analysis-templates-for-seo-specialists): Free customizable pages. Pros: All-in-one workspace.

Quick Comparison & How to Choose

• Budget-Friendly Starter: Moz or Inflow (fully free, no tools needed).
• Data-Heavy: SEMrush/Stackby (pulls live metrics).
• Team/Visual: Google Sheets or SlidesCarnival. Start with Moz for a proven framework, then layer in tools like Ahrefs for data.

What format do you prefer (e.g., Google Sheets, Excel, PPT)? How many competitors are you analyzing, and do you have access to SEO tools like SEMrush? Let me know for more tailored recommendations!

You can find high-quality SEO competitor analysis templates from the most reputable names in the industry. Most are free and available in formats like Google Sheets, Excel, or Google Docs.

Here are the best sources to find a template based on your specific needs:

1. The "Big Three" SEO Tool Templates (Best for Data-Heavy Analysis)

If you use a specific SEO tool, these templates are designed to help you organize the data you pull from their platforms.

• Ahrefs (Google Sheets): Their template is highly actionable, focusing on identifying "keyword gaps" and "backlink gaps." It’s best if you want a step-by-step checklist rather than just a static sheet.
• Semrush (Google Docs/PDF): Semrush offers a "Competitive Analysis Report" template that is more presentation-oriented. It includes sections for market share, social media performance, and paid search, making it ideal for reporting to stakeholders.
• Moz (Google Sheets): Moz provides a simple, clean Google Sheets framework that covers the essentials: search visibility, featured snippets, and link profiles. It’s perfect for a high-level overview.

2. Marketing & Project Management Templates

These are often easier to use if you don't have a paid subscription to an expensive SEO suite.

• HubSpot (Excel/Google Sheets/Word): HubSpot offers a bundle of 10 competitive analysis templates. These are broader than just SEO; they include "Competitor Strategic Overviews" and "SWOT Analysis" sections, which are great for seeing how SEO fits into a larger business strategy.
• ClickUp (Dashboard/List format): If you use ClickUp, they have a dedicated SEO Competitor Analysis template that turns your research into tasks and project milestones.
• Inflow (Google Sheets): They offer a specialized "SEO Competitor Analysis Dashboard" that includes a visual dashboard to compare metrics like organic traffic YOY and domain authority.

3. Comparison of Top Templates

Key Sections Every Template Should Have

Regardless of which one you choose, ensure it includes these four pillars:

1. Keyword Gap: Which high-volume keywords do they rank for that you don't?
2. Backlink Profile: What is their Domain Rating (DR/DA) and where are they getting their best links?
3. Content Strategy: How often are they publishing, and what are their "Top Pages" by traffic?
4. Technical Benchmarks: Comparing site speed (Core Web Vitals) and mobile-friendliness.

How to Choose the Right One

• Choose Ahrefs or Semrush if you already pay for those tools, as the templates are mapped to their specific reports.
• Choose HubSpot if you need to present your findings to a boss or client who cares about "the big picture" (revenue, target audience, brand personality).
• Choose Moz or Inflow if you want a straightforward spreadsheet that you can customize manually.

To help me narrow down the best recommendation for you, are you looking for a simple spreadsheet to track data, or a visual report to present to a team? Also, do you already use a specific SEO tool (like Semrush, Ahrefs, or Ubersuggest)?