Changes in consumer strategy, target audience and product range

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Once you have discovered a company's key product or product category, analyze whether your competitors tend to change their strategy and positioning over time.

Keep an eye on the fluctuation of traffic to pages of the same type.

For example, a fashion e-commerce site specializing in women's clothing can start by components of a job seekers database targeting men or developing an accessories section, or vice versa.

American Eagle often promotes men's items , as in December 2018, for example:

American eagle has promoted the men's section of its website

This summer, however, the brand has more actively promoted clothes and swimwear aimed at the female public:

American Eagle's Summer Push to Women's Pages

8. Hidden Landing Pages That Generate Leads

Your competitor's top page list can also reveal pages that Google doesn't index. These pages can be landing pages built for PPC campaigns and could be great for studying the effectiveness of your competitors' marketing channels. You can visit these top pages yourself and see what structure, design, and CTAs your competitors have used.