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Agent skill

Competitors

by coreyhaines31 in coreyhaines31/marketingskills

When the user wants to create competitor comparison or alternative pages for SEO and buyer-facing use.

MITAuto-check passedMarketing & SEO

Install Competitors

skills CLI
$ npx skills add coreyhaines31/marketingskills --skill competitors -a claude-code

Project install by default; add -g for ~/.claude/skills/.

GitHub CLI
$ gh skill install coreyhaines31/marketingskills competitors --agent claude-code

Project scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).

Manual copy
$ git clone --depth 1 https://github.com/coreyhaines31/marketingskills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/skills/competitors .claude/skills/competitors && rm -rf skills-src

Use ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.

Claude Code skills documentation · loads skills from .claude/skills/

Facts

Skill name
competitors
GitHub stars
54k
Token cost
~3k tokens
SKILL.md length
1,484 words
Files
4 (incl. references)
Skills in repo
21
Repo updated
First seen
Licence
MIT

At a glance

When the user wants to create competitor comparison or alternative pages for SEO and buyer-facing use.

  • Works in 5 steps: Honesty Builds Trust → Depth Over Surface → Help Them Decide → …
  • Wants to create competitor comparison
  • SKILL.md covers Initial Assessment, Core Principles, Page Formats and Essential Sections, plus 3 more sections
  • Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Competitors is an agent skill from coreyhaines31/marketingskills. When the user wants to create competitor comparison or alternative pages for SEO and buyer-facing use. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'competitor teardown,' 'audit our competitor pages,' 'are our comparison pages out of date,' or 'competitive asset audit.' Use this for any content that positions your product against competitors…

Its SKILL.md is about 3k tokens, which your agent loads only when the skill is triggered. The skill folder holds 5 other files, including reference files (for example `evals/evals.json`, `references/content-architecture.md` and `references/templates.md`).

It sits in Marketing & SEO, covering Competitor analysis, Programmatic SEO and Landing pages. The repository describes itself as: Marketing skills for Claude Code and AI agents. CRO, copywriting, SEO, analytics, and growth engineering. The licence is MIT.

When your agent uses it

  • Wants to create competitor comparison
  • Alternative pages for SEO and buyer-facing use
  • The user mentions alternative page
  • Competitor comparison

Example prompts

  • “alternative page,”
  • “vs page,”
  • “competitor comparison,”
  • “/competitors”

Workflow steps

5 steps, taken from the step headings in SKILL.md.

  1. Honesty Builds Trust
  2. Depth Over Surface
  3. Help Them Decide
  4. Modular Content Architecture
  5. Evidence Discipline

What it can do on your machine

Read from SKILL.md and the folder at commit 1efedbc. It shows what the files ask for, not the result of running them.

  • Tool permissions

    Pre-approves nothing: there is no allowed-tools line, so your agent's usual permission prompts apply.

    From allowed-tools in the SKILL.md frontmatter.

  • Runs code

    No scripts in the folder and no shell commands in SKILL.md.

    From the folder's file list and the shell code blocks in SKILL.md.

  • Network

    No URLs in SKILL.md.

    From URLs in SKILL.md, links to its own repository left out.

  • Credentials

    Names no API keys, tokens, secrets or passwords.

    From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.

Context cost

Competitors loads about 3k tokens when it runs, and up to ~6.4k if it reads all its reference files. Until then it costs about 226 tokens; SKILL.md has 1,484 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it
~226
When it runs · the whole SKILL.md, loaded when a task matches
~3k
With references · SKILL.md plus every file in references/, read only if the agent opens them
~6.4k

Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.

Safety

Auto-check passed

The automated check found no risky patterns in SKILL.md.

Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.

SKILL.md

The full file from coreyhaines31/marketingskills at commit 1efedbc, republished under its MIT licence (© coreyhaines31). 1,484 words, ~3,016 tokens.

Download SKILL.mdSave it as .claude/skills/competitors/SKILL.md (or your agent's skills folder). This skill also uses 3 other files; get the full folder from GitHub.
name
competitors
description
When the user wants to create competitor comparison or alternative pages for SEO and buyer-facing use. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'competitor teardown,' 'audit our competitor pages,' 'are our comparison pages out of date,' or 'competitive asset audit.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For auditing existing claims (not researching competitors from scratch, which is competitor-profiling; not technical SEO on these pages, which is seo-audit), use the asset audit here. For internal battle cards and sales-specific competitor docs, see sales-enablement.
metadata.version
2.3.0

Competitor & Alternative Pages

You are an expert in creating competitor comparison and alternative pages. Your goal is to build pages that rank for competitive search terms, provide genuine value to evaluators, and position your product effectively.

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 or specific to this task.

Never guess the competitor. If the request doesn't name one and the context file doesn't identify it, ask, and stop there. Don't draft a polished page around the most likely candidate.

Before creating competitor pages, understand:

  1. Your Product

    • Core value proposition
    • Key differentiators
    • Ideal customer profile
    • Pricing model
    • Strengths and honest weaknesses

  2. Competitive Landscape

    • Direct competitors
    • Indirect/adjacent competitors
    • Market positioning of each
    • Search volume for competitor terms

  3. Goals

    • SEO traffic capture
    • Sales enablement
    • Conversion from competitor users
    • Brand positioning

Core Principles

1. Honesty Builds Trust
  • Acknowledge competitor strengths
  • Be accurate about your limitations
  • Don't misrepresent competitor features
  • Readers are comparing—they'll verify claims
2. Depth Over Surface
  • Go beyond feature checklists
  • Explain why differences matter
  • Include use cases and scenarios
  • Show, don't just tell
3. Help Them Decide
  • Different tools fit different needs
  • Be clear about who you're best for
  • Be clear about who competitor is best for
  • Reduce evaluation friction
4. Modular Content Architecture
  • Competitor data should be centralized
  • Updates propagate to all pages
  • Single source of truth per competitor
5. Evidence Discipline

Comparison pages are public claims about another company. Every one should survive the competitor's own team reading it.

  • "Not observed" is not "doesn't have." A pricing page that doesn't list SSO is evidence about the page, not the product. Write "not listed on their pricing page (as of Mar 2026)" or drop the row. Use ✗ or "not available" only when their docs or a hands-on trial confirm the absence.
  • Date competitor facts. Pricing and features change. Put an "as of" date on pricing tables and in the competitor data file, and re-verify before republishing.
  • One look is a snapshot. A single visit can't support "they haven't changed pricing in years" or "no new features since 2024." That needs dated history (changelog, archived pages).
  • State what changed, not why. "They moved SSO to the Enterprise tier" is a fact. "Because they're squeezing upmarket" is a guess. Leave motive out unless they've said it publicly.
  • Separate fact from interpretation. Keep what their site says apart from what you think it means for the buyer, and keep both apart from what you recommend.

Page Formats

Format 1: [Competitor] Alternative (Singular)

Search intent: User is actively looking to switch from a specific competitor

URL pattern: /alternatives/[competitor] or /[competitor]-alternative

Target keywords: "[Competitor] alternative", "alternative to [Competitor]", "switch from [Competitor]"

Page structure:

  1. Why people look for alternatives (validate their pain)
  2. Summary: You as the alternative (quick positioning)
  3. Detailed comparison (features, service, pricing)
  4. Who should switch (and who shouldn't)
  5. Migration path
  6. Social proof from switchers
  7. CTA
Format 2: [Competitor] Alternatives (Plural)

Search intent: User is researching options, earlier in journey

URL pattern: /alternatives/[competitor]-alternatives

Target keywords: "[Competitor] alternatives", "best [Competitor] alternatives", "tools like [Competitor]"

Page structure:

  1. Why people look for alternatives (common pain points)
  2. What to look for in an alternative (criteria framework)
  3. List of alternatives (you first, but include real options)
  4. Comparison table (summary)
  5. Detailed breakdown of each alternative
  6. Recommendation by use case
  7. CTA

Important: Include 4-7 real alternatives. Being genuinely helpful builds trust and ranks better.

AI-answer expectations by stage: these pages often earn citations in AI answers, but whether AI recommends your brand from them depends on offsite consensus (reviews, forums, analysts) — for emerging brands, a self-ranked list can surface the competitors in the AI answer while you get only the citation. Still publish for search intent and category framing, but set expectations accordingly — see ai-seo's citations-vs-recommendations reference for the data.

Format 3: You vs [Competitor]

Search intent: User is directly comparing you to a specific competitor

URL pattern: /vs/[competitor] or /compare/[you]-vs-[competitor]

Target keywords: "[You] vs [Competitor]", "[Competitor] vs [You]"

Page structure:

  1. TL;DR summary (key differences in 2-3 sentences)
  2. At-a-glance comparison table
  3. Detailed comparison by category (Features, Pricing, Support, Ease of use, Integrations)
  4. Who [You] is best for
  5. Who [Competitor] is best for (be honest)
  6. What customers say (testimonials from switchers)
  7. Migration support
  8. CTA
Format 4: [Competitor A] vs [Competitor B]

Search intent: User comparing two competitors (not you directly)

URL pattern: /compare/[competitor-a]-vs-[competitor-b]

Page structure:

  1. Overview of both products
  2. Comparison by category
  3. Who each is best for
  4. The third option (introduce yourself)
  5. Comparison table (all three)
  6. CTA

Why this works: Captures search traffic for competitor terms, positions you as knowledgeable.

Essential Sections

TL;DR Summary

Start every page with a quick summary for scanners—key differences in 2-3 sentences.

Paragraph Comparisons

Go beyond tables. For each dimension, write a paragraph explaining the differences and when each matters.

Feature Comparison

For each category: describe how each handles it, list strengths and limitations, give bottom line recommendation.

Pricing Comparison

Include tier-by-tier comparison, what's included, hidden costs, and total cost calculation for sample team size.

Who It's For

Be explicit about ideal customer for each option. Honest recommendations build trust.

Show full SKILL.md (592 more words)Show less
Migration Section

Cover what transfers, what needs reconfiguration, support offered, and quotes from customers who switched.

For detailed templates: See references/templates.md

Content Architecture

Centralized Competitor Data

Create a single source of truth for each competitor with:

  • Positioning and target audience
  • Pricing (all tiers)
  • Feature ratings
  • Strengths and weaknesses
  • Best for / not ideal for
  • Common complaints (from reviews)
  • Migration notes

For data structure and examples: See references/content-architecture.md

Research Process

Deep Competitor Research

For each competitor, gather:

  1. Product research: Sign up, use it, document features/UX/limitations
  2. Pricing research: Current pricing, what's included, hidden costs
  3. Review mining: G2, Capterra, TrustRadius for common praise/complaint themes
  4. Customer feedback: Talk to customers who switched (both directions)
  5. Content research: Their positioning, their comparison pages, their changelog
Ongoing Updates
  • Quarterly: Verify pricing, check for major feature changes
  • When notified: Customer mentions competitor change
  • Annually: Full refresh of all competitor data
Competitive Asset Audit

When asked to check existing competitive content for stale or risky claims, audit every asset that makes claims about competitors: vs and alternative pages, battle cards, talk tracks, objection docs, and comparison tables in decks.

  1. List each claim about a competitor, with the asset and line it lives in.
  2. Re-verify each claim against the competitor's current site, docs, or changelog, and note the date you checked. If you can't browse, mark claims unchecked and list what to verify. Never mark one Current without a check date.
  3. Mark each one:
    • Current: still true, source and date updated
    • Changed: now wrong, with what it says now
    • Unverifiable: had a source once, but nothing current confirms or rules it out. Soften to "not listed (as of date)" or remove
    • Overclaimed: stated as fact with no source behind it (an unconfirmed ✗, a guessed motive, a "why we win" with no evidence). Rewrite to what the evidence supports or remove
  4. Prioritize fixes: public pages first (buyers and competitors read them), then anything reps say on calls, then internal docs.
  5. Report: assets audited, claims checked, counts by status, and a fix list with the replacement wording.

Apply the Evidence Discipline rules above to every claim, including those in internal sales assets. Where several assets repeat one fact, fix it in the centralized competitor data so the fix carries through.

SEO Considerations

Keyword Targeting
FormatPrimary Keywords
Alternative (singular)[Competitor] alternative, alternative to [Competitor]
Alternatives (plural)[Competitor] alternatives, best [Competitor] alternatives
You vs Competitor[You] vs [Competitor], [Competitor] vs [You]
Competitor vs Competitor[A] vs [B], [B] vs [A]
Internal Linking
  • Link between related competitor pages
  • Link from feature pages to relevant comparisons
  • Create hub page linking to all competitor content
Schema Markup

Consider FAQ schema for common questions like "What is the best alternative to [Competitor]?"

Output Format

Competitor Data File

Complete competitor profile in YAML format for use across all comparison pages.

Page Content

For each page: URL, meta tags, full page copy organized by section, comparison tables, CTAs.

Page Set Plan

Recommended pages to create with priority order based on search volume.

Asset Audit Report

Claims checked per asset, status counts (current / changed / unverifiable / overclaimed), and a prioritized fix list with replacement wording.

Task-Specific Questions

  1. What are common reasons people switch to you?
  2. Do you have customer quotes about switching?
  3. What's your pricing vs. competitors?
  4. Do you offer migration support?
  • programmatic-seo: For building competitor pages at scale
  • copywriting: For writing compelling comparison copy
  • seo-audit: For optimizing competitor pages
  • schema: For FAQ and comparison schema
  • sales-enablement: For battle cards and internal sales collateral, decks, and objection docs

© coreyhaines31, MIT. Rendered from Markdown: HTML in the file is shown as text, images as links, and headings moved down two levels. Raw file

Files

SKILL.md and 3 other files (references) in skills/competitors of coreyhaines31/marketingskills.

  • SKILL.md
  • evals/evals.json
  • references/content-architecture.md
  • references/templates.md

Open the folder on GitHubat commit 1efedbc

Compare with similar skills

Competitors next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.

Competitors compared with similar skills
SkillStarsUsed inTokensAuto-checkLicenceRepo updated
Competitors this skillcoreyhaines31/marketingskills54k—~3kAutomated safety check: PassMIT
Competitor Alternativesfreekmurze/dotfiles1k24 repos~2kAutomated safety check: PassNone
Competitor Alternativesalirezarezvani/claude-skills28k1 repos~2.8kAutomated safety check: PassMIT
Competitor Teardownirinabuht12-oss/marketing-skills4.1k—~1.6kAutomated safety check: PassNone
Universal SEO AnalysisAgriciDaniel/claude-seo19k—~4.9kAutomated safety check: PassMIT
Crawl4AI SEO Site Crawlerartwist-polyakov/polyakov-claude-skills208—~1.7kAutomated safety check: PassMIT

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  • Competitor Alternatives

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  • Competitor Alternatives

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Categories

Questions about Competitors

What does Competitors do?

When the user wants to create competitor comparison or alternative pages for SEO and buyer-facing use. Competitors is an agent skill from coreyhaines31/marketingskills. When the user wants to create competitor comparison or alternative pages for SEO and buyer-facing use.

When should I use Competitors?

Competitors fits situations like: wants to create competitor comparison; alternative pages for SEO and buyer-facing use; the user mentions alternative page; competitor comparison.

How do I install Competitors in Claude Code?

Run `npx skills add coreyhaines31/marketingskills --skill competitors -a claude-code`. Or copy the skill folder (skills/competitors in coreyhaines31/marketingskills) into .claude/skills/competitors in your project. Claude Code loads it when a task matches its description.

How do I install Competitors in Codex?

Run `npx skills add coreyhaines31/marketingskills --skill competitors -a codex`. Or copy the skill folder (skills/competitors in coreyhaines31/marketingskills) into .agents/skills/competitors in your project. Codex loads it when a task matches its description.

Can I use Competitors in Cursor, Gemini CLI or GitHub Copilot?

Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add coreyhaines31/marketingskills --skill competitors -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/competitors, .gemini/skills/competitors, .github/skills/competitors and .opencode/skills/competitors in your project.

What does Competitors need to run?

SKILL.md names no scripts, command-line tools or credentials: Competitors is instructions for the agent only.

Does Competitors access the network?

SKILL.md contains no URLs. Any network use would come from the scripts or tools the agent runs. This is read from the text; nothing was executed.

Is Competitors safe to install?

Our automated static check of SKILL.md found no risky patterns, such as piping downloads into a shell, reading credential files or hidden Unicode. It is not a guarantee. Review the folder before installing.

What licence does Competitors use?

Competitors is published under the MIT licence (the repository's licence). It allows redistribution, so the full SKILL.md is shown on this page.

How many tokens does Competitors use?

About 3k tokens (SKILL.md is roughly 12k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full. Its references folder adds about 3.3k tokens, read only when the agent opens those files.

What are the alternatives to Competitors?

Skills that share tags, products or a category with Competitors: Competitor Alternatives (freekmurze/dotfiles, 1k stars), Competitor Alternatives (alirezarezvani/claude-skills, 28k stars), Competitor Teardown (irinabuht12-oss/marketing-skills, 4.1k stars) and Universal SEO Analysis (AgriciDaniel/claude-seo, 19k stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Competitors?

coreyhaines31 (a GitHub user) maintains it in coreyhaines31/marketingskills, which has 53,967 GitHub stars. The repository holds 21 skills in this directory. The repository was last updated on October 8, 2026.

Source: coreyhaines31/marketingskills on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.