I add visibility as a large competitor gap analysis and sometimes break down by position.

I try to add number of pages on the competitors sites as well… not always but helps let the client know where they stand.

I calculate link ratio- backlinks / referring domains. Helps see who might be spammed. More than 100 is usually a clue. Big sites like Amazon have a link ratio of more than 1,000 but thats not the norm.

I have caught early signs of spam links by using link ratio.

Trying to think of what else…. Depending on industry and client Input the age of the domain name. It can be telling when a company/site has been around for awhile but still middle of the pack- those are targeted as being able to be beaten… they aren’t aggressive.

Also, it helps to set expectations about beating the competition and their likely spend over the years on content/SEO.