As the old saying goes, keep your friends close and your foes closer. Competitor keyword analysis can be your shortcut to dominating the game in your niche. Your competitors can help you find a treasure trove of high-quality keywords to improve your site’s SEO and ramp up your traffic and conversion.
Chances are high that your top-ranking competitors couldn’t have gotten to where they are today without peeking at other sites. It’s only due diligence for you to follow suit.
However, mimicking your competitor keywords strategy doesn’t necessarily guarantee success.
But with this guide, we’ll save you from guessing games or shooting in the dark. We’ll help you get your approach right as you find competitors’ keywords, with key factors to consider, essential tools and resources to use, and how best to use your competitor analysis results.
It’s time to level the playing field and reclaim your rightful spot in the SERP spotlight. Let’s dive into the intricacies of successful competitor keyword analysis.
What is Competitor Keyword Research?
You’re probably well aware of what it takes to do traditional keyword research and why that is important. You probably use some guesswork and a lot of legwork, and then try to spread out the keywords in your various posts and pages. Then, you sit back, rubbing your palms, waiting for that magic moment where your SEO takes flight.
That’s actually a time-consuming process with no guarantee of positive or high-quality results. However, that doesn’t make the goal any less worthwhile.
You can amp things up with competitor keyword research. With competitor keyword research, you reverse engineer your competitors’ keywords to drive results. This presents a perfect opportunity to fill content gaps in your SEO strategy.
Why Check Competitor Keywords for SEO Success?
I have always heard people complaining about how difficult it is to find keywords that actually work and attract traffic. This is exactly why you should consider competitor analysis.
After all, there is no need to reinvent the keyword research wheel. Look at what has been working for your competitors and do the same—just a tad bit better.
Here are some ways to use the competitor keyword analysis for your content strategy.
- To find new keywords that are working for your competitors and you haven’t thought of yet.
- To find keywords that drive traffic you are missing. Then, create content or update your existing content to find and fill the content gaps.
- To find where the competitors are outranking you.
- To find which commercial terms your competitors are bidding on for attracting potential customers.
- To find long-tail keywords with lower competition. You can utilise this opportunity.
- To find secondary keywords for your topic and expand the organic footprint.
- To find and pinpoint the topics and keywords that trigger snippets and optimise for that placement.
How to Identify Competitors for Keyword Research?
Before you go ahead and look for competitor keywords, you need to identify the competitors you are against. There are two types of competitors – domain and page competitors. Domain-level competitors are the ones that compete with you as a whole website or a brand, whereas page-level competitors are the ones that compete against you for a specific keyword or a topic.
How do you identify domain vs page competitors?
There are two basic ways to find your competitors. You can use Ahrefs tools or simply do a Google search.
For domain-level competitors, visit the site explorer tool and enter your domain. You will find a list of competitors.
For domain-level competitors, use the Ahrefs keyword explorer tool. Enter your main keyword, and you will find a list of competitors who rank for the same keyword or similar topics.
Google search is an easy, everyday task. Just search for your keyword, and all the websites that rank above you are your competitors.
Key Factors in Keyword Research Competitor Analysis
Certain factors can make all the difference in formulating a successful SEO strategy with your competitor keyword analysis. Let’s discuss five critical factors to consider.
1. Keyword Volume
Keyword volume refers to the average number of searches a keyword receives within a specific timeframe, usually monthly. Higher volumes typically indicate greater search demand, but lower-volume keywords may offer niche targeting opportunities with less competition.
2. Keyword Difficulty
This measures how challenging it is to rank for a particular keyword in search engine results pages (SERPs). High-difficulty keywords are typically more competitive, requiring substantial resources and effort to rank for, while low-difficulty keywords may offer quicker wins with less competition. Focus on a balance of reasonable search volume and manageable difficulty and places where you can have a competitive advantage or provide unique value to users.
3. Searcher Intent
Understanding searcher intent as you find keywords competitors are using is fundamental to effective keyword targeting and content optimization. Are users seeking informational content, product reviews, or solutions to specific problems? Ensure that your content aligns with their expectations and answers their queries meaningfully.
4. User Engagement Metrics
User engagement metrics, such as bounce rate, time on page, and click-through rate, provide valuable insights into how well competitors harness a keyword’s traffic potential. By understanding how users interact with competitor content, you can refine your approach to create more engaging and compelling experiences for your audience.
Look for patterns or trends in engagement behaviour which may indicate areas to give your content a competitive edge.
By considering these key factors during competitor keyword analysis, you can gain valuable insights into your competitors’ strategies and identify opportunities to enhance your own website’s visibility and performance in search engine rankings.
How to Check Competitor Keywords in 5 Simple Steps
Now, you can approach how to find your competitors’ keywords in many ways. Here are five solid steps to do it effectively.
Step 1: Gather Your Resources
This includes your target list of competitors, the appropriate keyword research tool (such as SEMrush, Ahrefs, or Moz), and setting up a spreadsheet or competitor analysis template to organise your data as you find keywords used by competitors.
Step 2: Plug in Your Competitor’s Site
Next, plug your competitor’s website into your chosen keyword research tool. The interface and processes might differ here depending on the tool you use. But at this point, you should be able to see competitors’ keywords and their metadata.
Step 3: Copy Their Keywords into a Spreadsheet
Organise your competitors’ keywords in spreadsheet or analysis template using category, relevance, or any other criteria that align with your SEO objectives.
Step 4: Analyse Key Factors for Each Keyword
Next, analyse the key factors mentioned earlier, such as search volume, keyword difficulty, searcher intent, user engagement metrics, and backlink profile. Gather data on these factors using your chosen keyword research tool and other analytics platforms.
Step 5: Identify Keyword Gaps
Finally, use the insights from your competitor analysis to zero in on potential keyword gaps – juicy competitors’ keywords that you currently don’t rank for. Even more importantly, competitor research is an ongoing process, so continue to monitor and adapt your strategy based on new insights and changes in the competitive landscape.
The Best Competitor Keyword Research Tools to Use
Now that you have a list of competitors, the next step is to find their keywords and use them to your advantage. You can either do this manually or use SEO tools.
1. Google Keyword Planner Tool
You might have used this tool before to find keyword ideas for your website. If you haven’t, you just need a Google account to log in and start using it.
But do you know that you can also use this tool to spy on your competitors’ links and keywords?
- Log in to your AdWords account and go to the keyword planner tool to find new keywords.
- Select “Search for new keywords using a phrase, website or category”.
- Now enter your competitor’s URL in the space provided and click ‘get ideas.’
- Choose keyword ideas, and Google will offer ideas from your competitor’s link.
2. Ahrefs Keyword Explorer
Keyword Explorer is an amazing tool for keyword ideas (although it’s not free). If you already have a list of your competitors, you can enter the URL of their website in the tool, which will show you the keywords they rank for.
The tool also shows the traffic volume they get because of each keyword, which is a bonus. And now, you have a set of new potential keywords and ideas for your next content strategy planning.
3. SpyFu
As the name suggests, this tool specially is designed to spy on competitors and do competitive research. When you enter the link of your competitor, you will receive a report that suggests the keyword that your competitor ranks for but you haven’t utilised yet. This means SpyFu makes the task even easier for you.
You can sort the report with reference to search volume, keyword difficulty, and exact CPC. You can also see the referring domains to that keyword, which is a plus while looking for the competitors keywords.
4. SEM Rush
This tool is useful for finding competitor keywords by geographical area and country filter. In short, it is an impressive tool if you are looking to market in a certain location. How can you use it? It’s simple.
- Select the ‘Competitors’ menu from the dashboard.
- Select the geographical location for which you want the results.
- Choose between mobile or desktop traffic data.
- And you will get the report in hand.
5. BuzzSumo
This is yet another tool that can help with your content strategy and find a competitor’s keywords. You can use the Domain Comparison tool to compare your website to competitors’ websites and get a detailed report about everything from the content type and shares to keywords. Dig a little bit deeper, and you will find where you are lagging in the content department and rectify it.
Competitor Keyword Analysis Best Practices to Maximise Impact
Your competitor analysis might be as good as how you put it to use. Here are expert tips to help you maximise the impact of your competitor keyword analysis:
1. Use the Keywords to Create a Variety of SEO Content
Once you’ve identified potential keyword gaps, leverage them to create a diverse range of SEO content to widen your audience. This could include blog posts, articles, product descriptions, landing pages, and more.
2. Find Keywords Where the Searcher Intent is Not Properly Addressed
This presents an opportunity for you to create content that better satisfies user queries and provides more valuable information. By addressing searcher intent effectively, you can improve your chances of ranking higher in SERPs and attracting qualified traffic to your website.
3. Try Using Related Search Terms with Lower Difficulty to Tap Into Keywords with High Difficulty
If you encounter keywords with high difficulty as you are a keyword research competitor, consider exploring related search terms with lower difficulty that still align with your target audience and business objectives. This allows you to tap into keywords with high search volume and potential traffic without facing intense competition.
4. Target Paid Keywords That You Can Potentially Rank for Organically
Keep an eye out for paid keywords that your competitors are targeting through paid advertising campaigns. While these keywords may be competitive in paid search, they could also present opportunities for organic ranking. You can potentially rank for them organically and capture valuable traffic without the need for paid advertising.
5. Mark Keywords with Low Traffic Potential but with Potential for Increase Over Time
As you keyword research competitors, don’t overlook keywords with low current traffic but with potential for growth over time. These keywords may be emerging trends, niche topics, or long-tail phrases that have yet to gain widespread popularity but are slowly rising. By identifying and targeting these keywords early on, you can establish a strong presence in these areas and capitalise on their increasing popularity as they gain traction over time.
6. Keep an Eye on Seasonal Keywords and Trend-Related Keywords
Be vigilant in monitoring seasonal keywords and trend-related keywords that may fluctuate in popularity throughout the year. By aligning your content and SEO efforts with these keywords, you can capitalise on seasonal trends and timely topics to attract relevant traffic to your website.
7. Target Bottom-of-the-Funnel Keywords to Boost Your Conversion and Sales
Focus on targeting bottom-of-the-funnel keywords that indicate high purchase intent and are closer to the conversion stage of the buyer’s journey. Optimising your content and SEO strategy with insights you learn from how to check competitor website keywords with transactional intent helps attract qualified leads, driving conversions and sales for your business.
Final Thoughts: A Process to Level-Up to Your Competitors
A competitor keyword research helps you find the terms and keywords already working for your niche (just you are unaware of them). Whether you want to target for informational or commercial keywords, quick research on your competitors will help you get a kick start in your strategy without sweating much. So, use these tools and get a proven blueprint to boost your organic traffic and conversions.
FAQs About Competitor Keyword Research
What is the best way to find competitor keywords?
The best way to find competitor keywords is by using a trusted competitor keyword research tool like Ahrefs, SEMrush, or SpyFu. These tools let you plug in a competitor’s URL and instantly see the keywords they rank for, how much traffic they pull, and where the real opportunities lie. It’s like getting a behind-the-scenes look at what’s already working—no guesswork needed. You can also use this data to build smarter, more targeted content strategies that actually move the needle.
Why is competitor keyword research important for SEO?
Because SEO without competitor insights is like playing cricket blindfolded—you’re just swinging and hoping. Competitor keyword research gives you a clear picture of what’s driving traffic for others in your niche, so you can learn from their wins and avoid their mistakes. It’s a shortcut to finding relevant, high-performing keywords that already have proven demand. This way, you build on data, not assumptions, and your SEO strategy becomes more effective with every tweak.
Can I use Google tools to check competitor keywords?
Yes, and it’s simpler than most people think. Google Keyword Planner, a free tool inside your Google Ads account, lets you check competitor keywords by just entering their website URL. It will then generate a list of keyword ideas based on their site content, giving you insights without spending a rupee. Combine that with a manual Google search to see who ranks for your target phrases, and you’ve got a solid foundation for your keyword research competitor analysis.
How often should I perform competitor keyword analysis?
For most industries, doing it every quarter is enough to stay current, but for fast-changing niches like tech, fashion, or digital marketing, monthly checks are smarter. Competitor keyword research is like checking your mirrors while driving—if you don’t do it often, you miss what’s creeping up beside you. Regular analysis helps to ensure that your content stays fresh, competitive, and aligned with what your audience is actually searching for.
What’s the difference between domain and page-level competitors?
Domain-level competitors are businesses or websites that compete with you across many keywords and topics—they’re the big players in your space. Page-level competitors, on the other hand, might only rank against you for one or two specific keywords, like a blog post that happens to outrank yours. For example, a lifestyle blog might not sell what you do but could still outrank your product page for “best yoga mats.” Knowing the difference helps you approach keyword research competitor analysis more strategically, identifying whether you need to rethink your entire SEO approach or just optimize a specific piece of content.
