Competitor weekly · 2026-05-18

2026-05-18 Competitor weekly

Summary

• This is a baseline scrape (no previous data for any domain), so all pages appear as 'new' — there are no genuine editorial changes to compare against; this week's output is a snapshot, not a diff.
• Charterhouse Aquatics dominates: 39 blog/guide pages indexed in one pass, including a large Help Guides hub (2,326 words) covering substrates, cycling, filtration, algae, diseases, aquascaping, marine set-up, and running costs — a broad, SEO-dense editorial library that represents the clearest ongoing threat to MTF's organic visibility.
• Several Charterhouse guides are sub-1,000 words (500–750 word range) and likely lack depth, presenting MTF an opportunity to publish longer, more authoritative counter-pieces on the same topics before Charterhouse expands them.
• The four product-led shops (Tropco, Aquatics to Your Door, Fishkeeper/Maidenhead, Swell UK) show minimal or zero editorial activity — only about/home pages indexed — so they pose no immediate content threat this week.
• Aquatics to Your Door has a blog section but only one thin post (280 words on Koi wintering); low threat but worth monitoring if cadence increases.

Recommendations

• [HIGH] Audit MTF's existing content against the full Charterhouse Help Guides list and identify any topic gaps — prioritise aquarium cycling, fish diseases, and marine set-up, where Charterhouse has published but at modest depth. — Charterhouse's guides in these areas are 600–900 words — thorough MTF pieces at 1,500+ words with UK-specific advice and original photography would outrank them on long-tail queries MTF's customers actually search.
• [HIGH] Publish a definitive 'How to Set Up a Marine Aquarium' guide targeting UK hobbyists, timed within the next two weeks, before Charterhouse potentially expands their 911-word version. — Marine set-up is a high-intent, high-value query. Charterhouse's current page is thin for the topic's complexity. MTF can own this keyword if it moves quickly.
• [HIGH] Create a structured Help/Guides hub page on MTF's site mirroring the navigational architecture Charterhouse is building — this improves internal linking, topical authority signals, and user retention. — Charterhouse's 2,326-word hub page acts as a topical authority signal to search engines. MTF having no equivalent hub cedes that structural SEO advantage.
• [MEDIUM] Set up weekly monitoring alerts for Charterhouse's blog cadence — the 10 truncated pages not yet analysed may include species care guides directly threatening MTF stock pages. — The diff flags 'new_pages_truncated: 10' for Charterhouse; MTF is blind to those pages. One of them could be a high-traffic species guide published this week.
• [LOW] Do not invest time reacting to Tropco, Swell UK, Fishkeeper, or Aquatics to Your Door editorial output this week — redirect that capacity entirely to Charterhouse counter-content. — All four product-led competitors show zero blog cadence and only commodity pages; no editorial threat this cycle.