See how your page is built against the ones beating you

Does this show me their rankings or traffic?

No, and it never will without a paid data source behind it. Positions, search volume and traffic estimates come from Semrush, Ahrefs or the Google Ads API, and a free tool printing those figures would be inventing them.

What it does is read both pages and compare how they are built. That is the half you control, and it is usually the half that has been left alone.

Every number here can be checked by viewing the source of the page it came from, which is not true of most traffic estimates.

Which competitor page should I use?

The page that actually competes with yours, not their homepage. If you are comparing a service page, use their service page.

Search for the phrase you want to rank for and take the pages that come up. Those are your real competitors for that query, which is often not the same as your competitors in business.

My page has fewer words. Is that bad?

Not on its own. Word count is not a ranking factor, and a padded page is worse than a short one that answers the question.

It is worth knowing when the gap is large, though. A competitor page with three times the content usually covers questions yours does not, and those questions are the actual gap. The number is a prompt to go and read their page, not a target to hit.

How accurate is the speed figure?

It is time to first byte, measured from our server, which tells you about their hosting rather than about how fast the page feels.

How a page feels is a different measurement, made on real phones rather than from a data centre, and most real-world slowness lives there rather than in the first byte.

For that part, Google's PageSpeed Insights reports the speed Chrome recorded for real visitors over the last month, free, for any address. That is the same data Google grades pages on.