Want to rank higher on search engines? Start by analyzing your competitors’ keywords. Here’s how:
- What Are Competitor Keywords? These are the search terms your competitors rank for. Understanding these can help you refine your SEO and content strategy.
- Why It Matters: Competitor keyword analysis reveals market trends, content gaps, and opportunities to outperform rivals in both organic and paid search.
- How to Start:
Quick Tip: Focus on long-tail keywords with lower competition and higher conversion potential.
Want to save time? Use SEO tools to automate the process or combine manual research with tools for deeper insights.
How To Check Competitor Keywords (Using Ahrefs & Semrush)
How to Identify Your SEO Competitors
Building a solid list of competitors is a key step in effective keyword research. It’s important to remember that your online SEO competitors might not be the same as your physical, brick-and-mortar rivals. For example, a local bakery could find itself competing with popular recipe blogs for searches like "chocolate cake recipe", even though those blogs aren’t direct business competitors.
Direct vs. Indirect Competitors
Direct competitors are businesses that sell similar products or services to the same audience. For instance, if you own an accounting firm, other local accounting firms are your direct competitors because you’re all vying for the same customers.
Indirect competitors, however, are brands or websites that compete for search rankings without offering the same products or services. They fulfill similar customer needs in a different way. For example, HubSpot ranks for "how to make infographics", even though it doesn’t directly compete with tools designed specifically for creating infographics.
Recognizing the difference between direct and indirect competitors can open up new opportunities for your SEO strategy. While direct competitors often focus on obvious keywords, indirect competitors may reveal overlooked search terms that could drive valuable traffic to your site. This distinction helps you structure a more effective approach to identifying competitors.
Tools and Methods for Finding Competitors
Once you understand the types of competitors, it’s time to dive into the research. Start by listing your direct and indirect competitors. Then, search for your most important keywords on Google and analyze the search results. You might discover websites consistently outranking yours that you hadn’t considered before. Keep track of these top-ranking domains in a spreadsheet.
To broaden your search, explore industry directories, social media platforms, and niche publications. These can help you spot influential brands and thought leaders in your space. For deeper analysis, use SEO tools that identify organic competitors based on shared keywords and audience overlap.
As you build your competitor list, pay attention to factors like the authority of their websites. It’s also helpful to monitor trends to see which competitors are gaining or losing ground in your niche.
Platforms like SearchX offer powerful tools and resources to help you uncover valuable keyword opportunities and improve your online visibility.
Manual Methods for Finding Competitor Keywords
Manual research can be a great way to dive deeper into competitor keyword strategies, offering a level of detail that tools might overlook. While SEO tools provide a wealth of data, manual methods allow you to uncover hidden opportunities and gain a more nuanced understanding of your competitors’ tactics. Though time-consuming, these approaches can reveal valuable insights.
Reviewing Competitor Websites and Content
A good starting point is examining your competitors’ websites to figure out the keywords they’re targeting. Start by looking at their page titles, which often highlight the primary keywords they’re aiming for.
Next, check out their meta descriptions – these snippets not only attract clicks but also often include targeted keywords. Dig deeper into the site’s structure by reviewing headings (H1, H2, H3) and key sections like blogs, landing pages, product descriptions, and FAQs. These areas often reveal recurring themes in their keyword strategy.
Even navigation menus and internal links can provide clues about the keywords they prioritize. But don’t stop there – social media can be a goldmine of keyword ideas. Look at your competitors’ posts, captions, hashtags, and even user comments for trending or niche keywords. For instance, a search for "home decor ideas" on YouTube revealed competitors ranking for terms like "aesthetic room decor".
Once you’ve gathered visible keyword data from these sources, it’s time to dig even deeper – right into their website’s code.
Checking Source Code for Keywords
The source code of a competitor’s website can uncover hidden keyword strategies. To access it, simply right-click on the page and select "View Page Source" or "Inspect". Once the HTML appears, search for meta tags, which often hold valuable keyword information.
Focus on the title and meta description tags, as these usually contain the site’s main keywords. While not as common today, some websites still use the <meta name="keywords" content="..."> tag, which can provide additional insights.
"Look in the code for the keywords in the title tag, the meta description, the optional keywords tag, and any image title tags or alt tags."
- Richard Lesher, SEO, Volume Nine
Don’t forget to check image title and alt tags – they often include secondary or niche keywords. For example, an analysis of Yellow Leaf Hammock Shop’s metadata revealed keywords like "hammock shop", "hanging chairs", "hammock stands", "handwoven", "sustainable", "hammock swings", "classic styles", and "weathersafe."
You can also use Google search operators to refine your manual research. For instance, searching:
site:creditkarma.com "financial planning"
lets you see if Credit Karma discusses "financial planning". Similarly, the intitle: and inurl: operators can help you identify keywords that might be underutilized by competitors.
While this manual approach demands patience, the insights you gain can help you identify keyword gaps and refine your own SEO strategy. It’s a powerful way to uncover opportunities that others might miss.
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Using SEO Tools to Find Competitor Keywords
While manual research can provide valuable insights, SEO tools can save you a lot of time by automating competitor analysis. These tools track millions of keywords, analyze search rankings, and uncover the strategies your competitors use to attract traffic. Choosing the right tool depends on your goals and budget. Below, we’ll explore some of the top SEO tools and compare their features to help you make an informed decision.
Top SEO Tools for Keyword Discovery
Semrush is a powerhouse in the SEO world. With a database of over 25 billion keywords spanning 142 countries, it offers robust competitor analysis and excels at finding keyword gaps – those search terms your competitors rank for, but you don’t. Pricing starts at $117.33/month.
Ahrefs, known for its exceptional backlink analysis, indexes 326 billion pages and refreshes its live backlink data every 15–30 minutes. Starting at $129/month, it’s a great choice for deep competitor keyword research and content gap analysis.
SpyFu is a more affordable option, priced at $39/month. It tracks 80 million domains and 5 billion web results, with 19 years of historical data. This makes it ideal for analyzing long-term competitor trends.
Google Keyword Planner is a reliable free tool for basic keyword research, offering dependable search volume data to help identify competitor keywords.
For those on a tighter budget, LowFruits is a great entry-level option, starting at $25 for 2,000 credits or $249/year. It’s particularly useful for niche keyword research. Other mid-range options include SE Ranking at $65/month and Moz Pro at $99/month, both of which offer solid competitor analysis features.
SEO Tool Comparison: Features and Limitations
Here’s a quick side-by-side comparison of some popular tools:
| Tool | Starting Price | Key Strengths | Best For | Limitations |
|---|---|---|---|---|
| Semrush | $117.33/month | Extensive data, 25B+ keywords, all-in-one platform | Agencies and larger businesses | Higher cost; steep learning curve |
| Ahrefs | $129/month | Best for backlinks, 326B indexed pages, frequent updates | In-depth backlink and content analysis | Expensive; complex interface |
| SpyFu | $39/month | Budget-friendly, 19 years of historical data | Small businesses | Smaller keyword database |
| Moz Pro | $99/month | Easy to use, unique competitor insights | Beginners and small teams | Less comprehensive for keyword research |
| SE Ranking | $65/month | Affordable, scalable for multiple clients | Agencies managing several accounts | Limited compared to premium tools |
| LowFruits | $25/2,000 credits | Very affordable, niche research focus | Startups and individual marketers | Fewer features and less data depth |
Testing free trials is a smart way to see which tool aligns with your needs before committing to a subscription.
Among the premium tools, Semrush and Ahrefs offer similar features at comparable prices. Semrush provides a broader range of tools and data, while Ahrefs stands out with the largest live backlink index currently available. For those just getting started, SpyFu offers great value with its historical data and lower price point. If you’re looking for traffic analysis at the domain level, Similarweb (starting at $125/month) could be a good fit, though it’s less granular than Semrush or Ahrefs for specific page data.
The best tool for you will combine ease of use with the depth of data needed to shape your keyword strategy. For a more hands-on approach, consider using SearchX’s SEO keyword research service. Their experts pair manual analysis with these tools to deliver detailed audits and ongoing competitive insights.
How to Analyze and Prioritize Competitor Keywords
Once you’ve gathered a list of competitor keywords, the next step is to evaluate and organize them based on their potential impact. Without a clear process, keyword data can quickly become overwhelming. The goal is to sift through the noise and focus on the terms that can genuinely drive results for your business. A structured approach ensures that every keyword you target aligns with your broader goals.
Key Metrics for Keyword Evaluation
Start by assessing relevance. Traffic is great, but if the keywords don’t match your products or services, that traffic won’t translate into conversions. For instance, a fitness equipment company should avoid chasing keywords related to nutritional supplements if they don’t sell them.
Next, look at search volume – how often people search for a term each month. High-volume keywords are appealing, especially if competitors rank well for them. However, don’t overlook more specific terms, as these often attract users who are closer to making a purchase.
Keyword difficulty is another critical factor. Most SEO tools assign a score (0 to 100) to gauge how competitive a keyword is. The higher the score, the tougher it is to rank. Focus on terms where competitors rank lower – say, 5th position or beyond – as these may offer opportunities to outrank them with targeted efforts.
Understanding user intent is key to evaluating a keyword’s value. Prioritize terms with transactional intent – searches where users are more likely ready to buy. For example, someone searching "buy running shoes online" is much closer to making a purchase than someone searching "what are running shoes".
Finally, assess the competition level for each keyword. If multiple competitors rank for a term, it often signals that the keyword holds value in your industry. These terms should be prioritized for their potential to drive results.
These metrics, combined with manual research like competitor site reviews, provide a solid foundation for identifying valuable keywords. Remember, the top organic search result typically gets over 22% of clicks, while positions six and lower see less than 5% on average. This highlights the importance of aiming for those top spots.
Finding Opportunities Through Content Gaps
A content gap analysis uncovers areas where competitors rank, but your site doesn’t. These gaps often point to topics your site hasn’t fully addressed yet. For example, a comparison between CarMax and Cars.com revealed that CarMax missed out on over 700,000 keyword opportunities and over 100 million visits.
Updating existing content to include relevant keywords can be a faster win than creating new pages from scratch. For instance, if you already rank for "CRM software", tweaking your content to target "CRM software for real estate agents under $50/month" could help you capture a more specific audience.
Focus on keywords with buying intent or those that offer quick wins, like long-tail variations where competitors have minimal content. For example, a term like "best project management software pricing" is more actionable than a broad term like "what is project management."
Conduct a content audit to identify redundant or outdated pages. Often, small updates can improve rankings for targeted keywords. Instead of competing for broad terms, refine your focus on niche phrases where you have a competitive edge.
Using Keyword Categories for Strategy
Organizing keywords into categories helps streamline your strategy and prevents keyword cannibalization. Here are four main groups to consider:
- Branded keywords: These include your company name and related terms. While important for reputation, they often have lower search volumes.
- Non-branded commercial keywords: These represent users with buying intent who haven’t chosen a specific brand yet. They’re often high-value targets.
- Informational keywords: These cater to users in the research phase. While they may not convert immediately, they help build authority and attract potential customers early.
- Transactional keywords: These indicate immediate purchasing intent. Phrases like "buy", "pricing", "discount", or "free trial" signal users who are ready to take action.
To prioritize effectively, rate each keyword based on its strategic value. For example, assign a score from 1 to 10, depending on how closely the term aligns with your revenue goals. A term like "enterprise software pricing" might score high for a B2B SaaS company, whereas a more general term like "software history" would rank lower.
Conclusion and Next Steps
Finding competitor keywords is all about combining strategic thinking with the right tools. By blending manual research to understand what makes competitors successful with automated SEO tools that provide deep insights into search volumes and rankings, you set the stage for consistent improvement.
As Nikki Lam, VP of SEO at NP Digital, puts it:
"It’s important to understand why competitors are outperforming you, how they’re meeting user needs better, and on the flip side, where they’re weak and leaving you an opening to get ahead."
Make it a habit to monitor competitor keywords on a monthly basis using tools like SEMrush or Ahrefs. This helps you stay on top of new trends and seasonal changes in the U.S. market. For example, a small e-commerce startup used competitor keyword analysis to uncover high-volume, low-competition terms, such as "custom Magento development services." The result? A 50% boost in organic traffic and double the sales within just three months.
Nikki Brandemarte, Sr. SEO Strategist at NP Digital, emphasizes the value of analyzing competitor traffic patterns:
"Look at which pages and topics are driving the highest amount of nonbrand traffic to your competitors. This can reveal emerging trends that can be leveraged within your industry, or help determine which content on your own website should be prioritized to maximize organic traffic."
To keep your strategy sharp, schedule regular performance reviews. Focus on creating content that aligns with user intent and establish a monthly process to track shifts in competitor keywords. Identifying keywords is only the first step – meeting user intent is what will truly help you stand out. By combining data insights with a strategic mindset, you’ll be better positioned to adapt to changes and strengthen your market presence.
FAQs
How do I identify the difference between direct and indirect competitors during keyword research?
To tell the difference between direct and indirect competitors during keyword research, start by examining their products or services and who they’re targeting. Direct competitors offer similar products or services to the same audience as you. Indirect competitors, however, provide alternative solutions that address the same customer needs in a different way.
When evaluating competitors, check which keywords they rank for. If a competitor consistently shows up in search results for terms that are closely tied to your business, they’re most likely a direct competitor. On the flip side, if a business ranks for broader or related keywords that complement your offerings, they fall into the indirect competitor category. Recognizing this difference helps you refine your keyword strategy and focus on attracting the audience that matters most to your business.
What are the benefits of manually analyzing competitor keywords instead of only using SEO tools?
Manually digging into competitor keywords offers benefits that SEO tools alone can’t provide. By closely examining their content, backlinks, and keyword choices, you can spot niche opportunities and gain insights that automated tools might miss. This hands-on method gives you a deeper, more tailored understanding of their tactics.
It also sharpens your critical thinking, allowing you to interpret data within the right context and adjust swiftly to market shifts. While SEO tools are undeniably helpful, pairing them with manual analysis can result in sharper strategies that boost your rankings and strengthen your online presence.
How can I choose the best competitor keywords to target for my SEO strategy?
To pick the most effective competitor keywords, target those with high search volume, low competition, and strong relevance to your business objectives. These are the keywords that have a better chance of delivering noticeable results.
It’s also crucial to assess the search intent behind each keyword. Make sure it matches what your audience is actually looking for. Consider seasonal trends or keywords where your competitors perform well but where you could surpass them with improved content or optimization.
Begin by focusing on easier-to-rank keywords – often referred to as low-hanging fruit. Once your site builds more authority, you can gradually tackle more competitive terms. This balanced strategy can help you secure quick wins while setting the stage for sustained growth.
