You could possibly Look at, For example, whether they rank for some long-tail keyword phrases that you just skipped or if there is an opportunity to target some highly relevant look for terms which they’re not fully optimizing. Applications like Ahrefs or Semrush will let you using this job. https://youtu.be/EVeTP0aV8gY?si=5FHbTy4kbLwUVoJD