SEO competitor analysis: who really owns your search market.
The competitors a company has in mind are often not the ones in the search results. BrandZaps finds out who actually appears and classifies each domain by its relationship to the market.
Competitive landscape at project level
9 topics · 64 domains
The guiding question: Could someone buy there?
A domain is a provider if a prospect could consider it as an alternative to buying from your company. The question is always asked against the confirmed company profile – against the offering, target group and market area.
This keeps the classification anchored in the project’s economic reality – instead of listing Wikipedia, YouTube or a specialist glossary as “competitors”.
Eight roles in the search market.
The roles show whether a topic is shaped by providers, information sources, platforms or institutions.
Competitive role and analysis value are two different things.
The market role decides what is added to the company profile as a competitor: providers only. Analysis value decides which pages are read for their content – this selection is deliberately broader.
A ranking specialist article can show better what a keyword requires than the thin page of a small provider.
BrandZaps recognises well-known publishers, directories, marketplaces, forums and institutions using rules.
Every classification gets a short rationale and a confidence level. Anything that cannot be reliably assigned remains “unclassified”.
An uncertain classification is not turned into a business-relevant fact. Large platforms and publishers are not filtered out but classified – and remain visible as a signal about the search market.
Competitive pressure from measured values.
Competitive pressure is calculated. Inputs include the share of providers and the concentration of the top positions. The inputs are disclosed.
A SERP dominated by platforms is also a finding: it lowers the ranking chances and may point to a different page role.
What you see in the project and decide.
Domains are sorted by topic coverage and visibility weight. Alongside them you see your own visibility and the market environment share.
If a manually added competitor does not appear in any analysed SERP, BrandZaps shows the finding – instead of silently deleting it from the list.
“Does not appear in the top 10 for any analysed topic.”New providers are added to the company profile as suggestions; the market environment remains context for the analysis.
View company profile →What BrandZaps deliberately does not claim.
The competitive landscape describes the measured search market: its providers, its environment, its distribution and the pressure calculated from them.
Not measured – so not claimed either.
not collectedNo metric that suggests a strength that was never measured.
not collectedThey are not part of the measured search market.
not collectedFrom the search market to AI visibility.
The result is a cleaned-up, confirmed list of competitors and a competitive landscape for each topic.
Only confirmed competitors count later when AI visibility is measured. This keeps it clear who counts as an economically relevant comparison and who merely appears in search results as market environment.
Read more in the Project Brain→Not every visible domain is a competitor. But every one tells you something about the market.
BrandZaps distinguishes providers from market environment – and makes the calculated competitive pressure traceable.