SEO competitor keyword analysis is all about discovering the keywords your competitors rank for and using that insight to improve your own strategy. This process helps you identify opportunities, understand search intent, and create better content to attract more traffic.
Key Takeaways:
- Step 1: Find Competitors – Identify businesses and websites competing for your target keywords.
- Step 2: Extract Keywords – Use tools like SEMrush, Ahrefs, or SpyFu to find the keywords driving traffic to your competitors.
- Step 3: Review Data – Focus on metrics like search volume, keyword difficulty, and search intent.
- Step 4: Find Keyword Gaps – Locate keywords your competitors rank for, but you don’t.
- Step 5: Create a Plan – Prioritize high-value keywords and align them with your content strategy.
Why It Matters:
- Top search results get 22%+ click-through rates, while results below the sixth position drop to less than 5%.
- Keyword gap analysis helps you target areas where competitors are strong and find opportunities they’ve missed.
Pro Tip: Use tools like SEMrush, Ahrefs, or SpyFu to simplify the process and make data-driven decisions.
Quick Comparison of Keyword Research Tools:
| Tool | Key Feature | Starting Price | Best For |
|---|---|---|---|
| SEMrush | Domain Overview | $108.33/month | In-depth competitor analysis |
| Ahrefs | Backlink Database | $83/month | Analyzing link profiles |
| SpyFu | Competitor Tracking | $16/month | Budget-friendly option |
| Moz Pro | SERP Analysis | $79/month | Local SEO research |
By following these steps, you can boost your organic traffic and stay ahead of your competition. Ready to start? Let’s dive into the details!
How To Check Competitor Keywords (Using Ahrefs & Semrush)
Step 1: Find Your Competitors
Pinpointing your competitors is a crucial step in keyword research. This includes identifying businesses offering similar products or services, as well as content creators competing for the same search rankings.
How to Identify Competitors
Look at your market from both a business and SEO perspective. Remember, online competitors aren’t always the same as your physical rivals. For instance, PetSmart‘s fish products compete with niche retailers like Live Aquaria, while its bird products may face competition from companies like Tractor Supply.
Here’s how you can identify competitors:
- Search for your primary keywords on Google and note the top-ranking results.
- Track recurring domains in a spreadsheet for better organization.
- Analyze the search intent to include both direct competitors and content publishers.
- Keep in mind that competitors may vary depending on the product line or topic.
Tools to Help You Research
Here are some tools you can use to dig deeper:
| Tool | Key Feature | Starting Price | Best For |
|---|---|---|---|
| Semrush | Domain Overview | $108.33/month | In-depth competitor analysis |
| Ahrefs | Backlink Database | $83/month | Analyzing link profiles |
| Moz Pro | SERP Analysis | $79/month | Local SEO research |
| SpyFu | Competitor Tracking | $16/month | Budget-friendly option |
"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." – Nikki Brandemarte, Sr. SEO Strategist and Local SEO at NP Digital
Focus on identifying domain-level competitors that share keywords with your site. Evaluate their authority scores and determine both direct rivals and content creators in your niche. Once you’ve nailed down your competitors, you can move on to analyzing their keywords.
Step 2: Extract Competitor Keywords
After identifying your competitors, the next step is to pinpoint the keywords driving their organic traffic. This will give you a clear view of their strategy and prepare you for analyzing keyword performance in the following step.
Keyword Research Tools
Here are some popular tools to help with competitor keyword research:
| Tool | Key Strength | Starting Price | Best Use Case |
|---|---|---|---|
| SEMrush | Over 40 tools and global coverage | $129.95/month | Deep keyword analysis |
| Ahrefs | Data across multiple platforms | $99/month | Backlink and keyword insights |
| SpyFu | Local and global search data | $39/month | Affordable competitor tracking |
| Similarweb | Traffic source breakdown | $125/month | Website traffic insights |
| Moz Pro | SERP analysis and SEO tools | $99/month | Technical SEO research |
Choose a tool based on your goals and budget. If you’re just starting out, budget-friendly options like SpyFu can help you get the basics, while premium tools like SEMrush or Ahrefs provide more detailed insights.
Data Collection Methods
Step 1: Gather Initial Data
Start by analyzing your competitors’ top-performing pages. Export keyword data, including metrics like search volume, keyword difficulty, and rankings.
Step 2: Clean Your Data
Filter out irrelevant keywords. Exclude branded terms (unless you’re targeting competitor comparisons), keywords with less than 10 monthly searches, or those that are too competitive for your current strategy.
Step 3: Organize the Data
Create a structured table with the following columns:
- Keyword
- Monthly search volume
- Keyword difficulty
- Competitor ranking
- Search intent
- Content type (e.g., blog, product page)
Pro Tip: Use conditional formatting in your spreadsheet to highlight keywords where your competitors rank high but you don’t. This can help you find opportunities to close the gap.
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Step 3: Review Keyword Data
Take a closer look at competitor keyword data to identify keywords that can bring in the most value.
Key Metrics to Watch
Here are the metrics you should pay attention to:
| Metric | Description | Why It Matters |
|---|---|---|
| Search Volume | Average number of monthly searches | Shows the potential for traffic |
| Keyword Difficulty | Scale from 0-100 measuring ranking challenges | Helps estimate effort and resources needed |
| Domain Rating (DR) | Authority score of competing sites | Indicates the strength of competitors |
| Conversion Potential | Likelihood of users taking desired actions | Highlights the keyword’s business impact |
Pro Tip: Don’t chase high search volume just for traffic. A keyword with 1,000 monthly searches and strong purchase intent is often more valuable than a generic keyword with 100,000 searches but low conversion potential.
Understanding Search Intent
Numbers are important, but understanding why people search is just as crucial. Here are the main types of search intent:
- Informational Intent: Keywords like "how to" or "what is" attract users looking for answers or research material. These are great for top-of-funnel content.
- Commercial Intent: Phrases like "best", "reviews", or "top 10" suggest users are comparing options and nearing a purchase decision.
- Transactional Intent: Keywords such as "buy", "price", "deals", or specific product names signal users are ready to make a purchase.
- Navigational Intent: Used to find specific brands or websites, such as "Facebook login" or "Nike store."
Run a quick Google search for each keyword to see what’s already ranking. This gives you insights into how search engines interpret intent and what users expect to find. Align your keyword choices with both your business goals and the type of content you can create. For example, e-commerce sites should focus on commercial and transactional keywords, while still considering long-tail informational keywords, which make up about 70% of all search queries .
Step 4: Find Keyword Gaps
Identifying keyword gaps can give your SEO strategy a real boost. With 51% of all traffic coming from organic search and 94% of B2B buyers researching online before making purchases , targeting these gaps can increase your visibility and attract the right audience.
What Are Keyword Gaps?
Keyword gaps are search terms your competitors rank for, but you don’t. These terms highlight areas where you could improve and bring in more qualified traffic.
You’ll want to focus on three main areas:
- High-value keywords: These have strong search volume and align with your business goals.
- Competitive advantage: Keywords where your competitors are ranking, but you’re not even in the game.
- Quick wins: Low-difficulty terms you can rank for without much effort.
Using tools that specialize in keyword gap analysis will help you pinpoint these opportunities and create a targeted plan.
Tools for Keyword Gap Analysis
Here’s a quick rundown of some tools to help you identify keyword gaps:
| Tool | Best For | Starting Price | Key Feature |
|---|---|---|---|
| Semrush | Overall SEO Analysis | $139.95/month | Offers five categories of competitor insights |
| Ahrefs | Backlink Analysis | $129/month | Includes extensive filtering options |
| SpyFu | Historical Data | $39/month | Tracks over 80M domains |
| Moz Pro | SERP Analysis | $99/month | Provides instant DA/PA insights |
| SE Ranking | Budget-Friendly Option | $65/month | Includes multi-language support |
To get the most out of these tools, follow these steps:
- Compare at least two competitor domains to get a full picture of the keyword landscape.
- Focus on keywords that match your business size, have manageable difficulty levels, and show clear commercial or informational intent.
- Group related keywords together to guide your content strategy and maintain relevance across topics.
Step 5: Create Your Plan
Now that you’ve analyzed competitor keywords and identified gaps, it’s time to turn those insights into a practical plan.
Keyword Selection
Choose keywords based on their potential to drive business results and how likely you are to rank for them. Here’s what to focus on:
- Search Intent Alignment: Make sure the keywords align with what users are looking for and your business goals. For example, prioritize transactional keywords if you’re focused on sales. Skip keywords that don’t match your audience or services .
- Competition Level: Look at the difficulty score and the domain authority of competitors for each keyword. Avoid going head-to-head with big brands for highly competitive terms .
For instance, a Boston real estate agent noticed competitors dominating searches for "Boston apartments" (DA 65, Difficulty 82). Instead of competing directly, they targeted "pet-friendly Boston apartments" (DA 32, Difficulty 41), which led to doubling their organic traffic in just three months .
| Selection Criteria | Priority Level | Impact Factor |
|---|---|---|
| Search Intent Match | High | Direct link to conversions |
| Keyword Difficulty | Medium | Affects how likely you are to rank |
| Search Volume | Medium | Shows potential traffic |
| Business Value | High | Directly impacts ROI |
| Competitor Rankings | Low | Highlights market opportunities |
Once you’ve narrowed down your keyword list, use these insights to guide your content strategy.
Content Implementation
After selecting your keywords, the next step is to weave them into your website effectively. Here’s how:
-
Page Structure Optimization:
- Use primary keywords in the first 100 words.
- Add primary keywords to H1 tags and supporting ones to H2 and H3 tags.
- Keep URLs short (3–5 words) and include the primary keyword .
-
Content Quality:
- Aim for a keyword density of 1–2%, but keep the content engaging and easy to read.
"You will not rank for words you do not use! Your page is not about what you do not write about!"
- Technical Details:
- Title Tags: Place the primary keyword at the beginning (50–60 characters).
- Meta Descriptions: Naturally include keywords (160 characters).
- Image Alt Text: Use keywords to describe images .
Keep an eye on how your content performs and update it regularly to adapt to algorithm changes . Focus on creating content that adds real value for your audience while seamlessly incorporating your target keywords.
Wrapping It Up
By following the five steps we discussed, you’ll build a solid SEO strategy that can grow and adapt over time. Competitor keyword analysis isn’t a one-and-done task – it’s an ongoing effort. With Google rolling out over 600 updates each year , staying on top requires consistent evaluation and fine-tuning. Did you know the top three Google search results pull in 54.4% of all clicks? That’s why positioning your keywords strategically is key to being seen.
Here’s a quick breakdown of what successful competitor keyword analysis looks like:
| Frequency | Task | Goal |
|---|---|---|
| Quarterly | SEO Audits | Spot technical issues and find areas to improve |
| Every 6 Months | Strategy Updates | Uncover new keywords and tweak your content strategy |
| Monthly | Ranking Tracking | Keep tabs on your performance and competitors |
| Ongoing | Content Optimization | Update content based on what’s working (or not) |
The secret to SEO success lies in using keyword insights wisely. According to industry experts, “Skilled SEOs know how to find value in places others may not think to look, and it’s no different when it comes to competitors” . By keeping your strategy fresh and aligned with the latest trends, you’ll be in a strong position to grab valuable traffic and outpace your competition.
Meet Baisil Boban – Web Designer & SEO Specialist in Dubai
Baisil Boban brings a wealth of expertise to businesses in Dubai, offering top-notch SEO and web design services. From WordPress development to business automation, he helps companies make the most of keyword opportunities while maintaining a solid online presence. With tailored website solutions and ongoing SEO support, Baisil ensures businesses in Dubai achieve consistent growth in their digital marketing efforts.