1.
Identify and make a list of your known and direct customers and the relevant keywords they use in their content.
2.
Analyze your competitor's position by focussing on the tagline, which should describe what they do at a very high level.
3.
Identify their target segment and focus on the language used for describing themselves to the audience.
4.
Analyze site performance and user experience in order to identify their strengths and weaknesses.
5.
Take a trip down their funnel, experience their website as a user, look at all the calls to action on each web page and click on them to see where they take you.
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