The direct answer
A useful comparison explains observable differences in the customer journey. A subjective score should not be presented as objective market leadership.
Start with the evidence
Use the same tasks, devices and evidence method for each site. Record unavailable pages and differences in scope.
Make the change deliberately
Explain which practices are useful for the business's customers. Avoid unsupported claims that a competitor's defect caused a particular loss or that your site will outrank it.
Further reading
Platform guidance can change. Consult the current official documentation before making platform-specific changes.
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