Most competitor analysis templates are empty boxes. Here is one filled in with real data, including the parts that are uncomfortable for us.
We produce go-to-market reports with our own SEO and media tools. The best way to show what that means is to publish one. The market: Peppol e-invoicing in Belgium, mandatory for B2B invoices since 1 January 2026.
Full disclosure: we build Feen, an invoicing tool with Peppol. That makes this a useful example, because we had to look at our own position honestly.
All figures are monthly Google searches in Belgium, measured on 16 September 2026 with DataForSEO. Difficulty is a 0 to 100 estimate of how hard it is to reach page one. The data for this analysis cost less than one dollar.
Step 1: measure demand, not opinions
| Query | Language | Searches / month | Difficulty |
|---|---|---|---|
| peppol | FR/NL | 60,500 | 21 to 35 |
| peppol directory | all | 14,800 | 1 to 15 |
| peppol belgique | FR | 6,600 | 14 to 19 |
| peppol check | all | 6,600 | 1 to 8 |
| peppol id opzoeken | NL | 4,400 | 6 |
| peppol registratie | NL | 2,900 | 6 to 19 |
| peppol verplicht | NL | 2,400 | 0 to 8 |
| wat is peppol | NL | 1,900 | 0 |
| facturation électronique belgique | FR | 1,300 | 3 |
| peppol gratis | NL | 880 | 3 |
Reading: demand is large and difficulty is low. That is rare. It usually means the mandate created questions faster than good answers were published.
Step 2: read the brand queries
Many people search a tool name with "peppol": Lucy (9,900), Doccle (6,600), Billit (4,400), Odoo (2,400), Falco (1,600). These users already chose a tool and want help with it.
Reading: brand queries belong to those brands. A newcomer can only compete with fair, factual comparisons, not by trying to rank for someone else's name.
Step 3: look at who actually ranks
For "peppol belgique" (French, Belgium), the first organic results were: the official Peppol in Belgium site, Doccle, OpenPeppol, the federal e-invoicing site, ING, then invoicing and accounting providers (Nymus, Billit, Dexxter) and social secretariats and trade bodies (Acerta, Xerius, Buildwise).
Google showed an AI Overview above them, citing Doccle, ING, Acerta, Billit and two YouTube videos.
Reading: the answer box favours trusted, practical sources: banks, social secretariats, official sites and established tools. Being cited there needs authority, not just a well-written page.
Step 4: note the questions people ask
The "People also ask" box listed (translated from French):
- Is Peppol mandatory in Belgium?
- How do I connect to Peppol in Belgium?
- How do I send an invoice through Peppol?
- How do I know if a company is registered on Peppol?
Reading: these four questions are a content plan on their own. Each deserves a short, precise answer on one page.
Step 5: measure your own position
For Feen, the numbers were humbling:
- 5 ranked keywords in Belgium, the best being "peppol check belgium" in position 16 and "peppol check" in position 24.
- 20 referring domains, with a high spam score from low-quality links.
Reading: the content exists, the authority does not. Writing more pages alone will not fix it.
Step 6: decide where to play
From the data, our recommendations for a newcomer in this market:
1. Own the question queries with low difficulty. "Wat is Peppol", registration steps, finding a Peppol ID, whether Peppol is free. One clear page each, in French and Dutch.
2. Push the pages already close to page one. Position 16 and 24 on checker queries are the fastest wins.
3. Earn real mentions. Accountants, trade bodies and partners carry the authority the AI Overview rewards.
4. Skip the brand fights. Compare fairly where it helps a buyer decide, never to hijack a name.
What a report like this is for
It turns "we should do content" into a short list of decisions with numbers behind them. For another market, the steps are the same: demand, brands, who ranks, questions, your position, then choices.
If you want this for your market, in English, French or Dutch, talk to us about your market.