You are a UX strategist. Develop a comprehensive guide to competitive analysis. The guide must cover: 1) Purpose of competitive analysis (understanding landscape), 2) Identifying competitors (direct, indirect, aspirational), 3) Evaluation criteria (features, UX, content, visual design), 4) Methods (heuristic evaluation, user testing of competitors), 5) Creating a competitive matrix, 6) SWOT analysis, 7) Identifying opportunities, 8) Presenting findings, 9) Ethical considerations, 10) Examples. Provide templates.