# Competitor Profiling

When the user wants to research, profile, or analyze competitors from their URLs.

- Repository: https://github.com/coreyhaines31/marketingskills (57838 stars)
- Category: Marketing
- License: MIT
- Last updated: 2026-10-31
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add coreyhaines31/marketingskills --skill competitor-profiling -g -a claude-code -y`
Codex: `npx skills add coreyhaines31/marketingskills --skill competitor-profiling -g -a codex -y`
Cursor: `npx skills add coreyhaines31/marketingskills --skill competitor-profiling -g -a cursor -y`
Gemini CLI: `npx skills add coreyhaines31/marketingskills --skill competitor-profiling -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add coreyhaines31/marketingskills`

## Description

When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement. For researching accounts you're selling to, see prospecting. For how a competitor grew over time and what to copy, see reverse-engineer-marketing.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# Competitor Profiling

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.

## Initial Assessment

**Check for product marketing context first:**
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.

Before profiling, confirm:

1. **Competitor URLs**, the list of competitor website URLs to profile
2. **Your product**, what you do (if not in product marketing context)
3. **Depth level**, quick scan (key facts only) or deep profile (full research)
4. **Focus areas**, any specific dimensions to prioritize (e.g., pricing, positioning, SEO strength, content strategy)

If the user provides URLs and context is available, proceed without asking.

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## Tool Stack Selection

This skill supports two data source stacks. Check which MCPs are active before starting and select accordingly.

| Stack | Scraping | SEO & Market Data | When to use |
|---|---|---|---|
| **Primary** | Firecrawl MCP | DataForSEO MCP | Preferred, richer data, site mapping, structured extraction |
| **Alternative** | WebFetch (built-in) | Whatever SEO data source is connected: Ahrefs or Semrush MCP, Ubersuggest MCP, or similar | When Firecrawl or DataForSEO are unavailable |

If neither Firecrawl nor DataForSEO is available but another SEO data source is, use the alternative stack; most cover the core profile fields. If no SEO data source is available, mark those metrics unavailable (never estimate them) and proceed with qualitative observations only.

For full tool documentation, execution order, and error handling for both stacks, see [references/tool-reference.md](references/tool-reference.md).

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## Core Principles

The rest: https://github.com/coreyhaines31/marketingskills/blob/HEAD/skills/competitor-profiling/SKILL.md