10% of competitive analysis includes keyword placement and website structure. 90% is based on link analysis. Here are some tips for both approaches:
How keyword rich is your competitor’s website?
What is their overall SEO sophistication?
Seoinsites.com/tools/websitequalityindicator is a paid tool that displays a report on a competing website. Enter the URL of your competitor and you will find the following information:
What is the quality of their links?
Are they practicing black hat SEO?
Use a combination of going directly to the competitor’s website and using analytic tools to get the whole breadth of your competitor’s linkbuilding strategy. Do more than just copy; rather, understand their weaknesses to improve your own performance. Place most of your emphasis on making your website keyword rich, indexible, and credible by practicing ethical and natural means of link-building.
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