Align domains, country, device and dates, and check the tool’s keyword and ranking coverage. Distinguish whole domains from subdirectories when choosing the comparison unit.
If a competitor has detailed explanations while your site has only an overview, inspect whether customers can find needed conditions or comparisons. Improving an existing page may be better than adding duplicates.
Prioritize intent, service fit, evidence, demand and production resources. The comparison does not guarantee traffic or conversions within a fixed period.