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How do you conduct competitive analysis?

When researching for SEO the best place to start is with your known competition and then on Google. Some of your ‘SEO competition’ might not even be a competitor in the real world, but if they outrank you, they’re competing against you. An SEO tool like Screaming Frog or Majestic is a good place to start as it will give you lots of areas to view and can guide you to improve your content and your site.