Competitor Profiling Claude Skill
The Competitor Profiling Claude skill turns a list of competitor URLs into structured, comparable profile documents for marketers and founders. It scrapes key pages, adds SEO and review data, and keeps facts apart from guesses. It is free and open source under the MIT license, part of the Marketing Skills pack by Corey Haines (coreyhaines31/marketingskills).
/plugin marketplace add coreyhaines31/marketingskills/plugin install marketing-skills@marketingskillsnpx skills add coreyhaines31/marketingskills --skill competitor-profilingWhat the Competitor Profiling skill does
Most competitor research ends up as a pile of screenshots and opinions. This skill forces a repeatable method. Every profile uses the same template, so you can compare five rivals side by side, and every claim has to trace back to a page, a review or a metric. The result is research you can defend in a meeting.
The skill separates three layers: what a source said, what Claude infers from it, and what it might mean for you. It also treats "not seen on the pages checked" as different from "does not exist," and it refuses to state why a competitor made a move unless they said so publicly.
It also saves raw scrapes, SEO responses and review text to dated folders before writing anything. That makes profiles auditable and lets you re-run the same research months later and see what changed, instead of starting from scratch. Treat it as a working draft you refine with Claude, not a one-shot answer, and keep the sources it cites so you can check them later.
- Maps a competitor site and scrapes homepage, pricing, features, about, customers, integrations and changelog pages.
- Pulls domain authority, backlinks, ranked keywords and top pages when an SEO data source is connected.
- Mines G2, Capterra and similar review pages for rating, praise themes and complaint themes.
- Writes one markdown profile per competitor using a fixed template, plus a cross-competitor summary file.
- Offers a quick scan (homepage and pricing) or a deep profile covering reviews, backlinks and content strategy.
- Saves raw data in dated folders so you can diff snapshots and update profiles later.
- Flags stale pricing pages and marks unavailable metrics as unavailable instead of estimating them.
- Treats competitor page text as data, ignoring any hidden instructions aimed at AI agents.
How it works
Confirm the scope
Claude checks for saved product marketing context, then confirms competitor URLs, your product, quick or deep depth, and any focus areas such as pricing or SEO.
Pick the tool stack
It uses Firecrawl and DataForSEO if connected. Otherwise it falls back to built-in WebFetch plus whatever SEO source you have, such as Ahrefs or Semrush.
Scrape and save
Claude maps each site, scrapes the key pages and review sources, and writes the raw output to dated folders before extracting any fields.
Add SEO data
It gathers domain rank, referring domains, ranked keywords, top pages and organic competitors, using the same metrics for every rival so profiles compare cleanly.
Write the profiles
Each competitor gets a profile covering positioning, product, pricing, customers, SEO, strengths, weaknesses and implications. A summary file ties them together.
Example prompts
Once the Competitor Profiling skill is installed, ask Claude in plain language. These prompts trigger it:
- Profile these three competitors from their URLs and tell me where we are weakest against each one
- Run a quick scan on acme.com and globex.com and compare their pricing and positioning
- Do a deep profile of our closest rival, including G2 review themes and SEO strength
- Update last month's competitor profile for acme.com and tell me what changed since the last snapshot
- Who are my organic search competitors and which of them should I profile first
What you get
- One markdown profile per competitor with the same sections, ready to compare
- A summary file with a comparison table, positioning map and key takeaways
- Raw scrapes, SEO responses and review text saved in dated folders
- A change log section when you re-run an existing profile
Who it is for
- Founders sizing up a crowded market before pricing or positioning work
- Product marketers who need battle card inputs backed by sources
- Agencies preparing a competitive audit for a new client
- Teams that want a repeatable quarterly competitor refresh
How to install the Competitor Profiling skill
What you need: Claude Code is the best fit because the skill writes files. Firecrawl and DataForSEO MCP servers give the richest data, but built-in web fetch plus any connected SEO tool also works.
- Claude Code plugin
/plugin marketplace add coreyhaines31/marketingskills - Claude Code plugin
/plugin install marketing-skills@marketingskills - Skills CLI
npx skills add coreyhaines31/marketingskills --skill competitor-profiling - Manual
git clone https://github.com/coreyhaines31/marketingskills.git && cp -r marketingskills/skills/competitor-profiling ~/.claude/skills/
After installing, restart Claude Code or start a new session. Claude loads the Competitor Profiling skill automatically when your request matches it, or you can ask for it by name.
Tips for better results
- Give it 3 or fewer competitors for a deep profile. The default for longer lists is a quick scan.
- Add your product marketing context file first so Claude does not re-ask about your positioning.
- Before using a gap in an ad or comparison page, confirm it in the competitor's docs or a trial.
Limitations
- SEO numbers come from whichever data tool you connect. With none, those fields stay blank rather than estimated.
- A single scrape is a snapshot. It cannot prove a competitor has not changed something over time.
Competitor Profiling Claude skill FAQ
Yes. It is open source under the MIT license, so you can use, copy and edit it at no cost. You only pay for Claude itself and for any outside tools you choose to connect.
Run /plugin marketplace add coreyhaines31/marketingskills, then /plugin install marketing-skills@marketingskills. That installs the whole pack. To get only this skill, run npx skills add coreyhaines31/marketingskills --skill competitor-profiling.
It is a SKILL.md plus reference files, so you can zip the folder and upload it in Claude.ai under Settings, Capabilities, Skills on a paid plan. But scraping and file saving work best in Claude Code with Firecrawl or DataForSEO MCP servers connected.
Yes. Give this skill a list of competitor URLs and it scrapes their key pages, adds SEO and review data, and writes a structured profile for each. It cites sources and labels what is inferred.
Each profile covers tagline, positioning, features, pricing tiers, customers, review ratings, organic traffic and keywords, backlinks, strengths and weaknesses, and what it means for your product.