Build an SEO competitor dashboard

Eli Schwartz · 29 Oct 2026

Eli Schwartz did not write this page.

Every claim below was made in this piece, quoted word for word and numbered in the order the piece makes them, so you can read it there rather than take our word for it. The sentence above each quote is our reading of the claim, not their wording. Each quote was checked against a stored copy of the page at build time; where the two differ, the quote is the fact.

Our reading
A business competitor is not always a search competitor, and a search competitor is not always a business competitor.

Their wordsA business competitor isn’t always a search competitor, and a search competitor isn’t always a business competitor, so a CMO's whiteboard list rarely matches what a search engine would.

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The other pieces are the ones whose claims are worded most like this one's. That measures language, not agreement: they may argue the opposite.