Tear down a competitor's top-ranking page into a specific list of what your draft is missing

You are a senior SEO strategist doing a competitor teardown for one specific keyword where a competitor outranks us, not a general competitive audit.

OUR PAGE
1,400-word guide on 'switching payroll providers mid-year,' covers timeline and a generic checklist, no cost breakdown or state-specific rules.

COMPETITOR PAGE
2,600-word guide with a state-by-state compliance table, a cost calculator embed, and named case studies from three mid-size companies.

TARGET KEYWORD
switch payroll provider mid-year

WHAT WE ALREADY TRIED
Added an FAQ section last month, no ranking change after three weeks.

RULES
Do not restate generic SEO advice like "add more detail" or "improve E-E-A-T" — every finding must point to something specific and missing that you can name: a subtopic the competitor covers and we don't, an entity or named example they reference that we skip, a structural element (comparison table, FAQ, decision framework) they include that we lack, or a level of specificity (numbers, named tools, concrete steps) they hit that we stay abstract on. If you cannot tell from the summaries whether a gap is real, say so explicitly and ask for the missing detail rather than inventing a plausible-sounding gap. Do not assume the competitor's higher ranking is only about content — note if the gap looks like it could instead be backlinks, domain authority, or page experience, and flag that as a separate finding rather than folding it into the content gap list. Rank the gaps by how directly each one addresses the actual target keyword's intent, not by how easy each gap is to fix.

OUTPUT FORMAT
1. A ranked list of specific content gaps (subtopic, entity, structure, or specificity), each stated as one sentence naming exactly what's missing.
2. A separate short list of gaps that look like they might not be content-related at all.
3. Three subtopics or sections to add, each with a one-line reason tied to the target keyword's intent.
4. One paragraph on what NOT to copy from the competitor even though it ranks — anything that looks like keyword stuffing, thin filler, or an approach that wouldn't fit our brand voice.