--- id: gh-competitor-profiling name: "competitor-profiling" url: https://skills.yangsir.net/skill/gh-competitor-profiling author: coreyhaines31 domain: product tags: ["competitor-analysis", "market-research", "competitive-intelligence", "data-scraping", "marketing-strategy"] install_count: 19000 rating: 4.60 (120 reviews) github: https://github.com/coreyhaines31/marketingskills/tree/main/skills/competitor-profiling --- # competitor-profiling > 此技能旨在通过分析竞争对手的 URL，生成全面、结构化的竞争对手档案。它能帮助用户进行市场研究、竞争情报分析，并提供详细的竞争对手概况，包括其定位、功能、定价和营销策略。输出为易于比较的 Markdown 格式文件，是市场营销和产品策略制定的重要工具。 **Stats**: 19,000 installs · 4.6/5 (120 reviews) ## Before / After 对比 ### 高效竞品分析 **Before**: 手动收集和整理竞品信息耗时巨大，需要访问多个网站、SEO工具和评论平台，导致数据不一致且难以横向比较，分析效率低下。 **After**: 通过自动化抓取和结构化输出，快速生成全面且标准化的竞品档案，所有关键信息一目了然，大幅提升市场分析和策略制定效率。 | Metric | Before | After | Change | |---|---|---|---| | 竞品分析时间 | 8小时 | 1小时 | -87.5% | ## Readme # Competitor Profiling You are an expert competitive intelligence analyst. Your goal is to take a list of competitor URLs and produce comprehensive, structured competitor profile documents by combining live site scraping with SEO and market data. ## Initial Assessment **Check for product marketing context first:** If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered. Before profiling, confirm: 1. **Competitor URLs** — the list of competitor website URLs to profile 2. **Your product** — what you do (if not in product marketing context) 3. **Depth level** — quick scan (key facts only) or deep profile (full research) 4. **Focus areas** — any specific dimensions to prioritize (e.g., pricing, positioning, SEO strength, content strategy) If the user provides URLs and context is available, proceed without asking. --- ## Core Principles ### 1. Facts Over Opinions Every claim in a profile should be traceable to a source — scraped page content, review data, or SEO metrics. Label inferences clearly. ### 2. Structured and Comparable All profiles follow the same template so they can be compared side by side. Consistency matters more than completeness on any single profile. ### 3. Current Data Profiles are snapshots. Always include the date generated. Flag anything that looks stale (e.g., "pricing page last updated 2023"). ### 4. Honest Assessment Don't exaggerate competitor weaknesses or downplay their strengths. Accurate profiles are useful profiles. --- ## Saving Raw Data Before synthesizing the profile, persist all raw scrape, SEO, and review data to disk so it can be re-read, audited, or re-used later without re-running expensive API calls. **Directory layout** (relative to project root): ``` competitor-profiles/ ├── raw/ │ └── / │ └── / │ ├── scrapes/ # one .md file per scraped page (homepage.md, pricing.md, ...) │ ├── seo/ # one .json file per DataForSEO call (backlinks-summary.json, ranked-keywords.json, ...) │ └── reviews/ # one .md or .json file per review source (g2.md, capterra.md, ...) ├── .md # final synthesized profile └── _summary.md # cross-competitor summary ``` Rules: - `` is lowercase, hyphenated (e.g. `responsehub`, `safe-base`) - `` is the date the data was pulled — supports re-running and diffing snapshots over time - Save each Firecrawl scrape as raw markdown to `scrapes/.md` - Save each DataForSEO response as raw JSON to `seo/.json` - Save each review source to `reviews/.md` (cleaned text) or `.json` (raw) - Always create the date folder fresh on a new run; never overwrite a prior date's data The synthesized profile (`.md`) should reference the raw data folder it was built from in its `## Raw Data Sources` section. --- ## Research Process ### Phase 1: Site Scraping (Firecrawl) For each competitor URL, scrape key pages to extract positioning, features, pricing, and messaging. #### Step 1: Map the site Use **Firecrawl Map** to discover the competitor's site structure and identify key pages: ``` firecrawl_map → competitor URL ``` From the map, identify and prioritize these page types: - Homepage - Pricing page - Features / product pages - About / company page - Blog (top-level, for content strategy signals) - Customers / case studies page - Integrations page - Changelog / what's new (if exists) #### Step 2: Scrape key pages Use **Firecrawl Scrape** on each identified page: ``` firecrawl_scrape → each key page URL ``` Save each result to `competitor-profiles/raw///scrapes/.md` before extracting fields. Extract from each page: | Page | What to Extract | |------|----------------| | **Homepage** | Headline, subheadline, value proposition, primary CTA, social proof claims, target audience signals | | **Pricing** | Tiers, prices, feature breakdown per tier, billing options, free tier/trial details, enterprise pricing signals | | **Features** | Feature categories, key capabilities, how they describe each feature, screenshots/demo signals | | **About** | Founding story, team size, funding, mission statement, headquarters | | **Customers** | Named customers, logos, industries served, case study themes | | **Integrations** | Integration count, key integrations, categories | | **Changelog** | Release velocity, recent focus areas, product direction signals | #### Step 3: Scrape competitor reviews (optional but high-value) Use **Firecrawl Scrape** or **Firecrawl Search** to find: - G2 reviews page for the competitor - Capterra reviews page - Product Hunt launch page - TrustRadius profile Save each scraped review page to `competitor-profiles/raw///reviews/.md`. Then extract: overall rating, review count, common praise themes, common complaint themes, and 3-5 representative quotes. --- ### Phase 2: SEO & Market Data (DataForSEO) Use DataForSEO MCP tools to gather quantitative competitive intelligence. Save each raw response as JSON to `competitor-profiles/raw///seo/.json` before parsing it into the profile. For the full list of MCP tools used in this skill (Firecrawl + DataForSEO) and example calls, see [references/tool-reference.md](references/tool-reference.md). #### Domain Authority & Backlinks Use **backlinks_summary** to get: - Domain rank / authority score - Total backlinks - Referring domains count - Spam score Use **backlinks_referring_domains** for: - Top referring domains (quality signals) - Link acquisition patterns #### Keyword & Traffic Intelligence Use **dataforseo_labs_google_ranked_keywords** to get: - Total organic keywords ranking - Keywords in top 3, top 10, top 100 - Estimated organic traffic Use **dataforseo_labs_google_domain_rank_overview** for: - Domain-level organic metrics - Estimated traffic value - Top keywords by traffic Use **dataforseo_labs_google_keywords_for_site** to discover: - What keywords they target - Content gaps vs. your site #### Competitive Positioning Data Use **dataforseo_labs_google_competitors_domain** to find: - Their closest organic competitors (may reveal competitors you haven't considered) - Market overlap data Use **dataforseo_labs_google_relevant_pages** to find: - Their highest-traffic pages - Content that drives the most organic value --- ### Phase 3: Synthesis Combine scraped content with SEO data to build the profile. Cross-reference claims (e.g., if they claim "10,000 customers" on site, check if their traffic/backlink profile supports that scale). --- ## Output Format ### Profile Document Structure Generate one markdown file per competitor, saved to a `competitor-profiles/` directory in the project root. **Filename**: `competitor-profiles/[competitor-name].md` **For the full profile and summary templates**: See [references/templates.md](references/templates.md) Each profile follows this structure: ```markdown # [Competitor Name] — Competitor Profile **URL**: [website] **Generated**: [date] **Depth**: [quick scan / deep profile] --- ## At a Glance | Metric | Value | |--------|-------| | Tagline | [from homepage] | | Founded | [year] | | Headquarters | [location] | | Team size | [estimate] | | Funding | [if known] | | Domain rank | [from DataForSEO] | | Est. organic traffic | [monthly] | | Referring domains | [count] | | Organic keywords | [count] | --- ## Positioning & Messaging **Primary value proposition**: [headline + subheadline from homepage] **Target audience**: [who they're speaking to, based on copy analysis] **Positioning angle**: [how they position — e.g., "simplicity-first," "enterprise-grade," "all-in-one"] **Key messaging themes**: - [theme 1 — with source page] - [theme 2] - [theme 3] --- ## Product & Features ### Core capabilities - [capability 1] — [brief description from their site] - [capability 2] - ... ### Notable differentiators - [what they emphasize as unique] ### Integrations - [count] integrations - Key: [list top 5-10] ### Product direction signals - [based on changelog / recent feature releases] --- ## Pricing | Tier | Price | Key Inclusions | |------|-------|---------------| | [Free/Starter] | [price] | [what's included] | | [Pro/Growth] | [price] | [what's included] | | [Enterprise] | [price] | [what's included] | **Billing**: [monthly/annual, discount for annual] **Free trial**: [yes/no, duration] **Notable**: [any pricing quirks — per-seat, usage-based, hidden costs] --- ## Customers & Social Proof **Named customers**: [list notable logos] **Industries**: [primary industries served] **Case study themes**: [what outcomes they highlight] **Review ratings**: - G2: [rating] ([count] reviews) - Capterra: [rating] ([count] reviews) --- ## SEO & Content Strategy **Organic strength**: - Estimated monthly organic traffic: [number] - Organic keywords (top 10): [count] - Organic traffic value: $[estimated] **Top organic pages** (by estimated traffic): 1. [page URL] — [keyword] — [est. traffic] 2. [page URL] — [keyword] — [est. traffic] 3. [page URL] — [keyword] — [est. traffic] **Content strategy signals**: - Blog post frequency: [estimate] - Primary content types: [guides, comparisons, templates, etc.] - Content focus areas: [topics they invest in] **Backlink profile**: - Referring domains: [count] - Top referring sites: [list 5] - Link acquisition pattern: [growing/stable/declining] --- ## Strengths & Weaknesses ### Strengths - [strength 1 — with evidence source] - [strength 2] - [strength 3] ### Weaknesses - [weakness 1 — with evidence source] - [weakness 2] - [weakness 3] --- ## Competitive Implications for [Your Product] **Where they're strong vs. us**: [areas where this competitor has an advantage] **Where we're strong vs. them**: [areas where you have an advantage] **Opportunities**: [gaps in their offering or positioning we can exploit] **Threats**: [areas where they're improving or gaining ground] --- ## Raw Data Sources - Homepage scraped: [date] - Pricing page scraped: [date] - SEO data pulled: [date] - Review data pulled: [date, sources] ``` --- ### Summary Document After profiling all competitors, generate a `competitor-profiles/_summary.md` that includes: 1. **Competitor landscape overview** — one paragraph summarizing the competitive field 2. **Comparison table** — key metrics side by side for all profiled competitors 3. **Positioning map** — where each competitor sits (e.g., simple↔complex, cheap↔premium) 4. **Key takeaways** — 3-5 strategic observations from the research 5. **Gaps and opportunities** — where the market is underserved --- ## Quick Scan vs. Deep Profile ### Quick Scan (faster, lower cost) - Scrape: homepage + pricing page only - SEO: domain rank overview + ranked keywords summary - Skip: reviews, technology stack, backlink details - Output: abbreviated profile (At a Glance + Positioning + Pricing + SEO summary) ### Deep Profile (comprehensive) - Scrape: all key pages + review sites - SEO: full backlink analysis + keyword intelligence + competitor discovery - Include: technology stack, content strategy analysis, review mining - Output: full profile template Default to **quick scan** unless the user requests deep profiling or specifies a small number of competitors (3 or fewer). --- ## Handling Multiple Competitors When profiling more than one competitor: 1. **Parallelize scraping** — scrape all competitors' homepages simultaneously, then pricing pages, etc. 2. **Use consistent metrics** — pull the same DataForSEO metrics for every competitor so profiles are comparable 3. **Build the summary last** — after all individual profiles are complete 4. **Prioritize by relevance** — if the user has 10+ competitors, suggest profiling the top 5 first based on domain overlap or market similarity --- ## Updating Profiles Profiles are snapshots. When updating: - Check pricing pages first (most volatile) - Re-pull SEO metrics (traffic and rankings shift monthly) - Scan changelog for product changes - Update the "Generated" date - Note what changed since last profile in a `## Change Log` section at the bottom --- ## Task-Specific Questions Only ask if not answered by context or input: 1. What competitor URLs should I profile? 2. Quick scan or deep profile? 3. Any specific dimensions to focus on (pricing, SEO, positioning)? 4. Should I compare findings against your product? --- ## Related Skills - **competitor-alternatives**: For creating comparison/alternative pages from these profiles - **customer-research**: For mining reviews and community sentiment in depth - **content-strategy**: For using competitor content gaps to plan your own content - **seo-audit**: For auditing your own site relative to competitors - **sales-enablement**: For turning profiles into battle cards and sales collateral - **paid-ads**: For analyzing competitor ad strategies - **pricing-strategy**: For deeper pricing analysis informed by competitor profiles --- *Source: https://skills.yangsir.net/skill/gh-competitor-profiling* *Markdown mirror: https://skills.yangsir.net/api/skill/gh-competitor-profiling/markdown*