Free tool
See exactly what the site outranking you is doing
Put your website and theirs side by side. Twenty-three checks each, about two seconds, and a plain list of what they have done that you have not.
How to use it
Pick the right competitor
Not the business you think of as your rival — the one actually above you in Google. Search the term you want to win, from a phone, away from your own premises, and use whoever comes back first. Those are frequently not the same company, and the second one is the one taking your work.
The most useful section is usually the last one: the checks neither of you passes. Those are uncontested positions in this market, and they are the cheapest to take precisely because nobody is holding them.
Nothing is stored. The comparison lives entirely in the link, so sharing it re-runs both audits live rather than showing a saved figure that has since gone stale.