Competitor Sitemap is a Ranking Key: How to Use Sitemap to Uncover Your Competitors’ Strategies ?

If you’re looking to outrank your competitors in search engine results, understanding their website and SEO strategies is essential. One way to gain valuable insights is through analyzing their sitemap. A sitemap, especially an XML sitemap in SEO, is a file that lists all of the pages on a website and is crucial for search engine bots to crawl and index the site effectively. This can provide valuable information on a competitor’s website structure, keyword strategy, and new page releases. In this article, we will guide you through the process of accessing a competitor’s sitemap and how to use it to gain a competitive edge in SEO.

Step 1: Getting the Sitemap URL

The first step is to access a competitor’s sitemap. In most cases, you can find a website’s sitemap by typing the website URL followed by /sitemap.xml in the browser address bar. For example, if your competitor’s website is, you would enter This should lead you to the sitemap page where you can view all of the URLs for that website.

Step 2: Entering the Magic Formula

Once you have the sitemap URL, you can extract valuable information from it using a simple formula in Google Sheets. The formula is IMPORTFROMWEB(“Sitemap URL”, “//loc”). The “loc” parameter returns all of the URLs listed in the sitemap, while the “lastmod” parameter returns the date the page was last modified. You can use this information to identify which pages your competitors are prioritizing, how often they’re updating their site, and what keywords they’re targeting. For example, let’s say you’re analyzing a competitor’s sitemap and want to see all of their blog posts. You would use the formula: =IMPORTFROMWEB(“”, “//loc[contains(text(),’blog’)]”). This will return all of the URLs that contain the word “blog” in their sitemap. You can then use this information to understand what type of content they’re publishing, what topics they’re covering, and how they’re optimizing their content for SEO. Using a competitor’s sitemap can also help you identify new pages they’ve added to their website. By analyzing the importance of sitemap in SEO and their sitemap regularly, you can stay up-to-date on your competitor’s site changes and make adjustments to your own strategy accordingly.

In conclusion, analyzing a competitor’s sitemap is a crucial step in SEO and can provide valuable insights into their website structure, keyword strategy, and new page releases. By using the magic formula in Google Sheets, you can easily extract valuable information from a competitor’s sitemap and use it to gain a competitive edge in SEO. With this knowledge, you can adjust your own website strategy to stay ahead of the competition and improve your search engine rankings by creating an XML sitemap in SEO.

Specialised in SEO

Jijo Joseph

Jijo Joseph is a No. 1 Freelance SEO expert Kerala with over 6+ years of experience in the digital Marketing. A Google and HubSpot certified Digital Marketing Consultant in Kochi. Successfully completed more than 200+ global projects. Have conducted over 1000+ SEO audits. Trained more than 12K+ students in the past few years. A regular YouTube Blogger on SEO and Digital Marketing.