competitor-profiling

Name: competitor-profiling
Author: coreyhaines31

bycoreyhaines31· 76 skills

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How to install competitor-profiling?

coreyhaines31/marketingskills/competitor-profiling

$npx -y skills add coreyhaines31/marketingskills --skill competitor-profiling

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Run `npx skills use "https://github.com/coreyhaines31/marketingskills" --skill "coreyhaines31/marketingskills/competitor-profiling"` and follow the generated skill instructions now. Read its complete output, redirecting it to a temporary file first if necessary. Resolve relative paths from the supporting-files directory it provides.

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Use the skills in "https://github.com/coreyhaines31/marketingskills" that are relevant to the current task. Run `npx skills add "https://github.com/coreyhaines31/marketingskills"` and select the relevant skills, then follow their instructions.

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SKILL.md

1	# Competitor Profiling
2
3	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.
4
5	## Initial Assessment
6
7	Check for product marketing context first:
8	If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered.
9
10	Before profiling, confirm:
11
12	1. Competitor URLs — the list of competitor website URLs to profile
13	2. Your product — what you do (if not in product marketing context)
14	3. Depth level — quick scan (key facts only) or deep profile (full research)
15	4. Focus areas — any specific dimensions to prioritize (e.g., pricing, positioning, SEO strength, content strategy)
16
17	If the user provides URLs and context is available, proceed without asking.
18
19	---
20
21	## Core Principles
22
23	### 1. Facts Over Opinions
24	Every claim in a profile should be traceable to a source — scraped page content, review data, or SEO metrics. Label inferences clearly.
25
26	### 2. Structured and Comparable
27	All profiles follow the same template so they can be compared side by side. Consistency matters more than completeness on any single profile.
28
29	### 3. Current Data
30	Profiles are snapshots. Always include the date generated. Flag anything that looks stale (e.g., "pricing page last updated 2023").
31
32	### 4. Honest Assessment
33	Don't exaggerate competitor weaknesses or downplay their strengths. Accurate profiles are useful profiles.
34
35	---
36
37	## Saving Raw Data
38
39	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.
40
41	Directory layout (relative to project root):
42
43	```
44	competitor-profiles/
45	├── raw/
46	│ └── <competitor-slug>/
47	│ └── <YYYY-MM-DD>/
48	│ ├── scrapes/ # one .md file per scraped page (homepage.md, pricing.md, ...)
49	│ ├── seo/ # one .json file per DataForSEO call (backlinks-summary.json, ranked-keywords.json, ...)
50	│ └── reviews/ # one .md or .json file per review source (g2.md, capterra.md, ...)
51	├── <competitor-slug>.md # final synthesized profile
52	└── _summary.md # cross-competitor summary
53	```
54
55	Rules:
56
57	- `<competitor-slug>` is lowercase, hyphenated (e.g. `responsehub`, `safe-base`)
58	- `<YYYY-MM-DD>` is the date the data was pulled — supports re-running and diffing snapshots over time
59	- Save each Firecrawl scrape as raw markdown to `scrapes/<page-name>.md`
60	- Save each DataForSEO response as raw JSON to `seo/<endpoint-name>.json`
61	- Save each review source to `reviews/<source>.md` (cleaned text) or `.json` (raw)
62	- Always create the date folder fresh on a new run; never overwrite a prior date's data
63
64	The synthesized profile (`<competitor-slug>.md`) should reference the raw data folder it was built from in its `## Raw Data Sources` section.
65
66	---
67
68	## Research Process
69
70	### Phase 1: Site Scraping (Firecrawl)
71
72	For each competitor URL, scrape key pages to extract positioning, features, pricing, and messaging.
73
74	#### Step 1: Map the site
75
76	Use Firecrawl Map to discover the competitor's site structure and identify key pages:
77
78	```
79	firecrawl_map → competitor URL
80	```
81
82	From the map, identify and prioritize these page types:
83	- Homepage
84	- Pricing page
85	- Features / product pages
86	- About / company page
87	- Blog (top-level, for content strategy signals)
88	- Customers / case studies page
89	- Integrations page
90	- Changelog / what's new (if exists)
91
92	#### Step 2: Scrape key pages
93
94	Use Firecrawl Scrape on each identified page:
95
96	```
97	firecrawl_scrape → each key page URL
98	```
99
100	Save each result to `competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/scrapes/<page-name>.md` before extracting fields.
101
102	Extract from each page:
103
104	\| Page \| What to Extract \|
105	\|------\|----------------\|
106	\| Homepage \| Headline, subheadline, value proposition, primary CTA, social proof claims, target audience signals \|
107	\| Pricing \| Tiers, prices, feature breakdown per tier, billing options, free tier/trial details, enterprise pricing signals \|
108	\| Features \| Feature categories, key capabilities, how they describe each feature, screenshots/demo signals \|
109	\| About \| Founding story, team size, funding, mission statement, headquarters \|
110	\| Customers \| Named customers, logos, industries served, case study themes \|
111	\| Integrations \| Integration count, key integrations, categories \|
112	\| Changelog \| Release velocity, recent focus areas, product direction signals \|
113
114	#### Step 3: Scrape competitor reviews (optional but high-value)
115
116	Use Firecrawl Scrape or Firecrawl Search to find:
117	- G2 reviews page for the competitor
118	- Capterra reviews page
119	- Product Hunt launch page
120	- TrustRadius profile
121
122	Save each scraped review page to `competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/reviews/<source>.md`. Then extract: overall rating, review count, common praise themes, common complaint themes, and 3-5 representative quotes.
123
124	---
125
126	### Phase 2: SEO & Market Data (DataForSEO)
127
128	Use DataForSEO MCP tools to gather quantitative competitive intelligence. Save each raw response as JSON to `competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/seo/<endpoint-name>.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).
129
130	#### Domain Authority & Backlinks
131
132	Use backlinks_summary to get:
133	- Domain rank / authority score
134	- Total backlinks
135	- Referring domains count
136	- Spam score
137
138	Use backlinks_referring_domains for:
139	- Top referring domains (quality signals)
140	- Link acquisition patterns
141
142	#### Keyword & Traffic Intelligence
143
144	Use dataforseo_labs_google_ranked_keywords to get:
145	- Total organic keywords ranking
146	- Keywords in top 3, top 10, top 100
147	- Estimated organic traffic
148
149	Use dataforseo_labs_google_domain_rank_overview for:
150	- Domain-level organic metrics
151	- Estimated traffic value
152	- Top keywords by traffic
153
154	Use dataforseo_labs_google_keywords_for_site to discover:
155	- What keywords they target
156	- Content gaps vs. your site
157
158	#### Competitive Positioning Data
159
160	Use dataforseo_labs_google_competitors_domain to find:
161	- Their closest organic competitors (may reveal competitors you haven't considered)
162	- Market overlap data
163
164	Use dataforseo_labs_google_relevant_pages to find:
165	- Their highest-traffic pages
166	- Content that drives the most organic value
167
168	---
169
170	### Phase 3: Synthesis
171
172	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).
173
174	---
175
176	## Output Format
177
178	### Profile Document Structure
179
180	Generate one markdown file per competitor, saved to a `competitor-profiles/` directory in the project root.
181
182	Filename: `competitor-profiles/[competitor-name].md`
183
184	For the full profile and summary templates: See [references/templates.md](references/templates.md)
185
186	Each profile follows this structure:
187
188	```markdown
189	# [Competitor Name] — Competitor Profile
190
191	URL: [website]
192	Generated: [date]
193	Depth: [quick scan / deep profile]
194
195	---
196
197	## At a Glance
198
199	\| Metric \| Value \|
200	\|--------\|-------\|
201	\| Tagline \| [from homepage] \|
202	\| Founded \| [year] \|
203	\| Headquarters \| [location] \|
204	\| Team size \| [estimate] \|
205	\| Funding \| [if known] \|
206	\| Domain rank \| [from DataForSEO] \|
207	\| Est. organic traffic \| [monthly] \|
208	\| Referring domains \| [count] \|
209	\| Organic keywords \| [count] \|
210
211	---
212
213	## Positioning & Messaging
214
215	Primary value proposition: [headline + subheadline from homepage]
216
217	Target audience: [who they're speaking to, based on copy analysis]
218
219	Positioning angle: [how they position — e.g., "simplicity-first," "enterprise-grade," "all-in-one"]
220
221	Key messaging themes:
222	- [theme 1 — with source page]
223	- [theme 2]
224	- [theme 3]
225
226	---
227
228	## Product & Features
229
230	### Core capabilities
231	- [capability 1] — [brief description from their site]
232	- [capability 2]
233	- ...
234
235	### Notable differentiators
236	- [what they emphasize as unique]
237
238	### Integrations
239	- [count] integrations
240	- Key: [list top 5-10]
241
242	### Product direction signals
243	- [based on changelog / recent feature releases]
244
245	---
246
247	## Pricing
248
249	\| Tier \| Price \| Key Inclusions \|
250	\|------\|-------\|---------------\|
251	\| [Free/Starter] \| [price] \| [what's included] \|
252	\| [Pro/Growth] \| [price] \| [what's included] \|
253	\| [Enterprise] \| [price] \| [what's included] \|
254
255	Billing: [monthly/annual, discount for annual]
256	Free trial: [yes/no, duration]
257	Notable: [any pricing quirks — per-seat, usage-based, hidden costs]
258
259	---
260
261	## Customers & Social Proof
262
263	Named customers: [list notable logos]
264	Industries: [primary industries served]
265	Case study themes: [what outcomes they highlight]
266	Review ratings:
267	- G2: [rating] ([count] reviews)
268	- Capterra: [rating] ([count] reviews)
269
270	---
271
272	## SEO & Content Strategy
273
274	Organic strength:
275	- Estimated monthly organic traffic: [number]
276	- Organic keywords (top 10): [count]
277	- Organic traffic value: $[estimated]
278
279	Top organic pages (by estimated traffic):
280	1. [page URL] — [keyword] — [est. traffic]
281	2. [page URL] — [keyword] — [est. traffic]
282	3. [page URL] — [keyword] — [est. traffic]
283
284	Content strategy signals:
285	- Blog post frequency: [estimate]
286	- Primary content types: [guides, comparisons, templates, etc.]
287	- Content focus areas: [topics they invest in]
288
289	Backlink profile:
290	- Referring domains: [count]
291	- Top referring sites: [list 5]
292	- Link acquisition pattern: [growing/stable/declining]
293
294	---
295
296	## Strengths & Weaknesses
297
298	### Strengths
299	- [strength 1 — with evidence source]
300	- [strength 2]
301	- [strength 3]
302
303	### Weaknesses
304	- [weakness 1 — with evidence source]
305	- [weakness 2]
306	- [weakness 3]
307
308	---
309
310	## Competitive Implications for [Your Product]
311
312	Where they're strong vs. us: [areas where this competitor has an advantage]
313
314	Where we're strong vs. them: [areas where you have an advantage]
315
316	Opportunities: [gaps in their offering or positioning we can exploit]
317
318	Threats: [areas where they're improving or gaining ground]
319
320	---
321
322	## Raw Data Sources
323
324	- Homepage scraped: [date]
325	- Pricing page scraped: [date]
326	- SEO data pulled: [date]
327	- Review data pulled: [date, sources]
328	```
329
330	---
331
332	### Summary Document
333
334	After profiling all competitors, generate a `competitor-profiles/_summary.md` that includes:
335
336	1. Competitor landscape overview — one paragraph summarizing the competitive field
337	2. Comparison table — key metrics side by side for all profiled competitors
338	3. Positioning map — where each competitor sits (e.g., simple↔complex, cheap↔premium)
339	4. Key takeaways — 3-5 strategic observations from the research
340	5. Gaps and opportunities — where the market is underserved
341
342	---
343
344	## Quick Scan vs. Deep Profile
345
346	### Quick Scan (faster, lower cost)
347	- Scrape: homepage + pricing page only
348	- SEO: domain rank overview + ranked keywords summary
349	- Skip: reviews, technology stack, backlink details
350	- Output: abbreviated profile (At a Glance + Positioning + Pricing + SEO summary)
351
352	### Deep Profile (comprehensive)
353	- Scrape: all key pages + review sites
354	- SEO: full backlink analysis + keyword intelligence + competitor discovery
355	- Include: technology stack, content strategy analysis, review mining
356	- Output: full profile template
357
358	Default to quick scan unless the user requests deep profiling or specifies a small number of competitors (3 or fewer).
359
360	---
361
362	## Handling Multiple Competitors
363
364	When profiling more than one competitor:
365
366	1. Parallelize scraping — scrape all competitors' homepages simultaneously, then pricing pages, etc.
367	2. Use consistent metrics — pull the same DataForSEO metrics for every competitor so profiles are comparable
368	3. Build the summary last — after all individual profiles are complete
369	4. Prioritize by relevance — if the user has 10+ competitors, suggest profiling the top 5 first based on domain overlap or market similarity
370
371	---
372
373	## Updating Profiles
374
375	Profiles are snapshots. When updating:
376
377	- Check pricing pages first (most volatile)
378	- Re-pull SEO metrics (traffic and rankings shift monthly)
379	- Scan changelog for product changes
380	- Update the "Generated" date
381	- Note what changed since last profile in a `## Change Log` section at the bottom
382
383	---
384
385	## Task-Specific Questions
386
387	Only ask if not answered by context or input:
388
389	1. What competitor URLs should I profile?
390	2. Quick scan or deep profile?
391	3. Any specific dimensions to focus on (pricing, SEO, positioning)?
392	4. Should I compare findings against your product?
393
394	---
395
396	## Related Skills
397
398	- competitors: For creating comparison/alternative pages from these profiles
399	- prospecting: For broader list-building qualification (this skill does deep research on specific accounts; prospecting builds the initial list)
400	- customer-research: For mining reviews and community sentiment in depth
401	- content-strategy: For using competitor content gaps to plan your own content
402	- seo-audit: For auditing your own site relative to competitors
403	- sales-enablement: For turning profiles into battle cards and sales collateral
404	- ads: For analyzing competitor ad strategies
405	- pricing: For deeper pricing analysis informed by competitor profiles

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Run `npx skills use "https://github.com/coreyhaines31/marketingskills" --skill "coreyhaines31/marketingskills/competitor-profiling"` and follow the generated skill instructions now. Read its complete output, redirecting it to a temporary file first if necessary. Resolve relative paths from the supporting-files directory it provides.

Use the skills in "https://github.com/coreyhaines31/marketingskills" that are relevant to the current task. Run `npx skills add "https://github.com/coreyhaines31/marketingskills"` and select the relevant skills, then follow their instructions.

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