How to Discover and Analyze Competitor Keywords

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How to Discover and Analyze Competitor Keywords?

Jun 14, 2024
7 min read

The approach of unveiling and analyzing competitors keywords becomes an important strategic move in the world of digital marketing, as it provides you with glimpses of the competitive landscape of your field. Because keywords your competitors use in their SEO and/or PPC campaigns give you insights on how to tweak your SEO and/or PPC efforts to capture more of the market share.

Defining Competitor Keywords

It is therefore important that one always focuses on the competitor keywords when considering online marketing efforts. These are keywords and phrases that define what your competitors want to be found for, common for both SEO and PPC advertising.

In digital marketing and SEO, it is crucial to understand competitor keywords. It helps a business to check gaps, improve its content, and attract traffic. With the proper use of competitor keywords, companies can improve their online visibility, compete in the search engine ranking more effectively, and drive higher leads and conversions.

Moving further with the guide, we will be going into the aspect of competitor keywords in detail, besides their importance and essential working tactics used for competitor keyword analysis.

Analyze Competitor Keywords- A Primer

An important component of activities in the field of digital marketing is competitive keyword research to identify cut-throat competitors. It gives valuable information to help you to optimize your site for SEO and manage your PPC campaign success rates.

Competitor keyword research is not just a tool. It is a strategic advantage. It provides insights into consumer behavior, market demand, and competitive positioning. When a business identifies the keywords that competitors are successfully targeting, they can strategically refine their content strategy and SEO to attract potential customers and relevant traffic. This research will optimize website visibility, improve search engine rankings, and ultimately drive higher conversion rates & business growth.

Analyze Competitor Keywords

While it is beneficial to know your competitor’s keyword, you should have competitive keywords to begin with, so here are the methods to use SEMrush, Ahrefs, Moz, SERankings, and SpyFu to obtain the most valuable information about your competitor’s keyword approach.

  • SEMrush: For this tool, we have a broad keyword research and competitive analysis tool for it. For what is concerning your competitors: if you type “Domain Overview”, you will be able to get the competitors’ best organic keywords, paid keywords and so on; or you can type the individual page or an ad campaign.
  • Ahrefs: A link analysis tool with the tempting functionality of the offered tools is aimed primarily at analyzing backlinks, but keyword researchers can also benefit from them. You find the keywords that customers use to access your competitor’s sites in the “Organic Keywords” and “Paid Keywords.”
    Look through the ‘Content Gap’ tool to know which keywords your enemies are targeting that you may otherwise ignore.
  • Moz: Another tool is Moz’s “Keyword Explorer.” it can be compared to a map containing all kinds of data on a particular keyword; the tool is supposed to assist in defining which of these keywords is most effective for a certain webpage. One can get a glimpse of what activities your competitors are currently using for their site, ascertain the keywords that your competitors are optimizing for, and, thus, determine how saturated it is to be on a particular list of keywords. Moz – Link Explorer is a special card deck that has your competitors’ backlinks and some of the keywords.
  • SERankings: It is a tracker that helps you to track your site ranking and the right keyword to use. Watch your competitors using SERankings and learn their strategy when it comes to certain keywords that they use.Check all the keywords to be able to find out more related keywords, the number of individuals who are searching for those keywords, and the extent of competition that comes together with those keywords.
  • SpyFu: This is mostly about spying on your competitors; you get a great keyword research tool here. Dive to the competitor’s precise niches in order to get an idea of their best keywords, advertisement performance, and PPC. The ‘Keyword Grouping’ feature within SpyFu can assist you in gaining control of your work and results.

How to Check Organic Keywords

Log in to SE Ranking and choose your project to check the organic keywords. Click on Organic Traffic Research, and enter the URL of your website. You can see the keyword list for which your website ranks together with details such as ranking position, search volume, and competition, which will give you a better understanding of your SEO performance.

How to Check Common Keywords

Use the Organic Traffic Research part of SEranking to determine what keywords you and your competitors use most frequently. It means you want to identify keywords in which you and your competitors appear.

Check Your Rankings Vs. Competitor’s Rankings

Using SEranking, analyze the positioning of the most frequent keywords used by your competitors to those used by your website. Conduct an audit of your business to determine where you have an edge over your competitors and where they have an edge over you.

Identifying Keywords For Improving Ranking

Evaluate other keywords that your competitors rank better than you and areas for changes. Concentrate on the keywords that have high search rates and are most related to your line of business.

Identify Keyword Gap

One can use the Keyword Gap feature on SEranking to explore this concept further. Include these missing keywords in your list for further research and inclusion into the optimization process.

Add Missing Keywords

Use the keywords not present on the competition’s website, which you can find through Keyword Gap, in your keyword strategy. Choose keywords that are popular and may be of interest to your targeted audience or the company’s objectives.

Paid Search Keywords

Go to the ‘Paid Traffic Research’ tab in SEranking to understand your competitors’ key paid search keywords.

For your competitor’s domain, type in details of their brief paid search campaigns, keywords, copies, and performance details.

Steps Include in Competitor Keyword Analysis

To analyze competitor keywords thoroughly, follow these steps,

  • Analyze Search Intent: Start by interpreting the purpose of keywords incorporated by your key opponents. These Web sites’ purposes may be informational, transactional, or navigational. To determine the user intent, assess the different sorts of content that pop up when searching these keywords.
  • Examine Search Volumes: Conduct a competitive analysis of your target niche using SEMrush, Ahrefs, or Google Keyword Planner to determine the traffic volume the keywords relevant to your niche attract. Persistence in keywords helps retain keywords that attract traffic to your website, hence sticking to high-traffic keywords.
  • Look at Keyword Difficulty Scores: Determine the competence of ranking for the keywords by measuring the difficulty metric. Beneficial tools give this kind of data: organic competition that shows how difficult it is to rank higher than competing sites regarding a specific keyword.
  • Consider Cost Per Click (CPC): If you intend to advertise using the Pay-Per-Click basis, assess the CPC of the keywords used by your competitors. Absorb the fact that tasks with higher CPC may suggest higher competition or commercial intent.
  • Evaluate Competitive Density: Define the level of rivalry about each keyword using an evaluation of the number of adversaries that use similar keywords. Advanced SEO tools like SEMrush and Ahrefs have the feature of determining the competition level of keywords.
  • Group Keywords with Similar Search Intent and Topic: We split the keywords by their purpose and the theme they belong to. It enables the creation of custom content that focuses on the distinctive needs and concerns of the users.
  • Build Content around These Keywords: Create web pages filled with valuable and relevant content, which searches corresponding to the identified keywords would match. Whether you are composing an article, blog post, or any other, ensure it delivers relevant and helpful information and addresses the searcher’s query to the best of your ability.


In short, to analyze competitor keywords is critical to improving PPC and SEO strategies. The tools like SpyFu, SERankings, Moz, Ahrefs, and SEMrush are not just tools; they are your allies. They help to identify content gaps, CPC, search volumes, and competitors’ key terms. This allows a business to refine its keyword tactics, compose targeted content, and also improve market share & online visibility. With these tools, you can confidently take control of your digital marketing and SEO strategies.

Kshitij Chaudhary