How to Do Competitor Keyword Analysis [Step-By-Step]

Want to know the fastest way to find high-value keywords that actually work? Get inspiration from your competitors.

I’ve run dozens of campaigns where competitor keyword analysis delivered better results than starting from scratch.

Why? Because your rivals have already done the hard work. By reverse-engineering what they rank for, you uncover their strategy, spot gaps in your own content, and prioritize what really moves the needle.

In this guide, I’ll walk you through exactly how to do it — from finding your true search competitors to building a smarter keyword strategy using their data.

Step 1: Identify Your SEO Competitors

Most people assume their competitors are the usual suspects — companies in their niche or brands they see at trade shows. But in SEO, that thinking can lead you way off track.

Your true competitors are the sites that show up when your audience searches. That could be a direct rival, but it could just as easily be a blog, a review site, or a random startup that figured out how to rank for your topics.

Here’s how I uncover them

When I’m doing competitor research for a client, I usually start with a few known names. Then I do this:

• Google your top keywords manually. Look at who actually ranks on page one. Don’t skip the People Also Ask box or the Related Searches at the bottom — they often surface sites you weren’t even thinking about.
• Use Semrush or Ahrefs to automate discovery. Both have tools that show “main organic competitors” based on keyword overlap. I like this because it quantifies the rivalry. If two sites share 40 percent of their keyword universe, that’s a real competitor.
• Run a “related:” search in Google. Type related:yourwebsite.com into the search bar. Google returns similar sites, and some of those will be SEO rivals.
• Ask your customers. One of the most overlooked tactics. Ask new leads or clients what alternatives they considered before choosing you. If the same few names come up repeatedly, you should be looking at those domains.

Don’t fall into the obvious-trap

I’ve seen SaaS companies think their only competitors are other software platforms. Then we find that a blog like G2 or a comparison site is actually stealing half the clicks. Or they’re getting outranked by a niche WordPress blog with no product at all.

Here’s the rule I use: If they rank, they’re a competitor.

Even if they don’t sell anything. Even if they’re not targeting your audience intentionally. If they’re taking your traffic, they’re worth analyzing.

Narrow it down

Once you’ve got a rough list, filter it to your top 3 to 5. I focus on those with high keyword overlap, strong rankings for important queries, and similar audiences.

Trying to analyze too many sites at once just slows you down. Focus on the few that matter most and go deep.

Step 2: Gather Competitor Keyword Data

Once you’ve locked in your competitor list, it’s time to dig into what they’re ranking for. This is where the real gold lives.

Trying to guess their keywords manually? Don’t bother. It’s a waste of time when tools can pull thousands of terms in seconds.

Use the right tools

Here’s what I actually use in client projects:

• Semrush: Plug in a domain and go to Organic Research. You’ll get a full list of keywords they rank for, including position, volume, and traffic estimates. You can filter by country, URL, or even by SERP feature.
• Ahrefs: Their Site Explorer tool shows every keyword a competitor ranks for, plus a breakdown of new keywords they’re gaining and losing. It’s my go-to for spotting fresh opportunities.
• Moz: Less flashy, but solid for their Keyword Gap tool. It shows where your competitors rank that you don’t.
• SpyFu and Ubersuggest: Great budget options. Not as comprehensive, but useful if you’re starting out or need PPC data alongside organic.

Pro tip: I always cross-check across two tools when I’m building a serious keyword strategy. No tool catches everything, and the overlap helps confirm what matters.

Do a Keyword Gap Analysis

This is the real move.

Most tools have a “Content Gap” or “Keyword Gap” feature. You enter a few competitor domains plus your own, and the tool spits out a list of keywords they rank for that you don’t.

That’s your opportunity list.

In Ahrefs, for example, I’ll drop in three competitors and filter for keywords they rank in the top 10 for — and where my client ranks nowhere. That usually gives us dozens of content ideas that are already validated.

Don’t skip long-tails or question-based keywords

Everyone goes after the big obvious terms, but some of the best traffic comes from long-tail and Q&A style keywords. Things like:

• “how to use CRM for small business”
• “best email platform for real estate agents”
• “can you automate onboarding emails in Mailchimp”

These are often less competitive and loaded with intent. Use tools like AnswerThePublic or check Google’s People Also Ask box to find them.

I also like to drop competitors’ blog URLs into Ahrefs and filter for keywords ranking in the 5–20 range. That’s usually where the question-based terms live — and where you can swoop in with better content.

Optional: Check paid keywords too

If a competitor is paying for a keyword, it usually means that term drives money.

SpyFu and Semrush both show which PPC keywords a domain is bidding on. I don’t base my entire strategy on it, but it’s a strong signal that a keyword is worth attention.

For example, if a competitor is running ads on “best inventory software for Shopify” and also ranks organically for it, that’s a clear sign it converts.

Step 3: Analyze and Filter the Keyword List

By now, you probably have hundreds or even thousands of keywords pulled from competitor domains. But don’t get excited just yet.

Raw keyword lists are noisy. The trick is knowing what to keep, what to toss, and what’s actually worth your time.

Relevance is your first filter

A competitor might rank for “free productivity wallpaper” — but if you sell project management software, that’s not your traffic. Filter out anything that doesn’t match your product, service, or audience intent.

Here’s the question I ask:
Would someone searching this keyword realistically become my customer?
If the answer is no, ditch it.

Check the intent

Not all keywords are about buying. Some are informational, others are commercial, and a few are ready to convert.

• Informational: “how to automate client onboarding”
• Commercial: “best onboarding tools for freelancers”
• Transactional: “buy onboarding software”

I usually build content around all three, but if your focus is on leads or sales, lean toward commercial and transactional terms.

That said, don’t ignore top-of-funnel keywords if you’re building a brand or email list. They’re great for pulling in future customers.

Volume and value are not the same

Just because a keyword has 10,000 searches a month doesn’t mean it’s good for you.

I’d rather rank for “email automation software for consultants” (maybe 150 searches) than chase a monster like “email marketing” with 50,000.

Look for keywords with medium volume and high intent. Those are your sweet spot.

When I’m filtering, I often start with keywords between 100 and 1,000 searches a month. It’s a good range for quality traffic that you can actually compete for.

Use keyword difficulty scores, but don’t trust them blindly

Most tools will give you a difficulty score — usually on a scale from 0 to 100.

It’s helpful, but it’s not gospel.

I’ve seen plenty of “hard” keywords where page one is full of weak content. And “easy” ones where you’re up against monster brands. Always do a manual check.

Manually check the SERP

Before you lock in a keyword, search it in Google and look at the results.

• What kind of content is ranking?
• Are they blog posts, product pages, videos, or forums?
• Who owns those rankings? Big brands or niche sites?

If the top results are dominated by household names with thousands of backlinks, that keyword might be out of reach for now.

But if you see smaller sites ranking — even if they’re ahead of you — that’s a green light. You can compete.

Also pay attention to SERP features like featured snippets, People Also Ask, or product carousels. These can change how much traffic you’ll actually get if you rank.

Find the “golden keywords”

After all that filtering, you want to walk away with a focused list.

These are the ones that:

• Align with your business and audience
• Have enough volume to matter
• Show signs of winnable competition
• You can build better content for than what’s currently ranking

In my own audits, I’ll often go from 2,000 raw keywords down to 30 or 40 golden ones. That’s where the ROI lives.

Step 4: Execute Your Strategy and Monitor Results

You’ve done the hard part. Now it’s time to use that filtered keyword list to actually move the needle. This is where strategy meets execution.

And if you skip this step or half-ass it, all that keyword research goes to waste.

Build content that beats the competition

This is not just about “writing a blog post.” You’re creating something that has to earn its spot on page one.

I start by looking at what’s currently ranking for each keyword. Then I ask:

• Can I go deeper?
• Can I make it clearer?
• Can I answer the user’s question faster?

If a competitor’s article is 800 words with zero structure, I’ll go for 1,500 with visuals, internal links, and real examples.

You don’t need to write more just to write more — but you do need to create something better.

Refresh existing pages that almost rank

Sometimes you don’t need new content at all. You might already have a blog post or product page that’s sitting on page two.

Look for those and see if you can optimize them to climb the rankings.

• Add missing sections
• Improve the title and headers
• Insert the target keyword naturally
• Boost internal linking from related pages

I’ve had posts jump from position 16 to 5 with just a solid update and a few key links.

Align content with intent

Don’t just match keywords — match what the searcher wants.

If the query sounds like a product comparison, give them a comparison. If it’s a how-to, build a step-by-step guide.

Check what Google is already ranking. If the SERP is full of listicles, you probably need one too. If it’s all product pages, a blog post won’t cut it.

Watch for technical gaps

Sometimes your content is solid, but the technical side is holding you back.

Things to check:

• Mobile performance
• Page speed
• Schema markup (especially for reviews, FAQs, and articles)
• Internal linking structure

I had one client stuck at position 11 for months. A few image compressions and a mobile layout tweak got them into the top 5.

Track your progress over time

Once your content is live or updated, keep an eye on how it performs.

Use tools like:

• Ahrefs or Semrush for position tracking
• Google Search Console for impressions and click-throughs
• Google Analytics for user behavior

I usually give new pages 4 to 6 weeks before making any big decisions. If you’re not seeing traction by then, recheck the SERP or consider building backlinks.

And yes, keep an eye on your competitors too. They might respond with their own updates. That’s the game.

Iterate and expand

SEO is never done. The best strategies I’ve worked on are the ones that evolve.

If you see one keyword climbing fast, find similar ones and build supporting content. If a post falls off, figure out why and fix it.

Set a reminder to rerun competitor keyword research every few months. New keywords are always popping up, and your rivals are always publishing something.

Step 5: Advanced Tactics and Nuances

If you’ve followed the process up to this point, you already have an edge. But if you want to go deeper — the kind of deep that uncovers keywords your competitors haven’t even thought about — this is where you do it.

These tactics aren’t always in the beginner playbook, but they work.

Mine competitor reviews for hidden keyword gems

One of my favorite moves is reading competitor reviews on platforms like G2, Capterra, or even Amazon if it’s a product.

Look for the way customers describe problems or features. You’ll start seeing real language that doesn’t show up in standard keyword tools.

Someone might say, “I wish this had a one-click export option.” That tells you people are searching for “CRM with one-click export” or “easiest way to export from [tool].”

These kinds of phrases are often long-tail and low competition, but full of intent.

Lurk in forums, subreddits, and niche communities

Reddit, Quora, industry-specific forums — these are goldmines for keyword ideas. People ask questions in plain language, and that language turns into search queries.

Spend 20 minutes in the right subreddit, and you’ll come away with a list of pain points that you can build content around.

When I was working with a fitness software client, we found a whole content series idea just by browsing “r/personaltraining.” Nobody else in the space was targeting those questions.

Use PPC data to guide SEO decisions

If a competitor is bidding heavily on a term, it likely converts.

SpyFu, Semrush, and Google Ads Transparency reports can show you which keywords your rivals are paying for. Those are often the highest intent terms in their funnel.

Even if you’re not running ads, you can use this data to prioritize your organic targets.

Bonus tip: Check the ad copy. It often reveals what angles or benefits are resonating — which you can reflect in your content.

Watch their content strategy, not just keywords

Look beyond isolated keywords. What themes are they building around?

If a competitor dominates for “email marketing tools,” chances are they’ve also got content on automation, segmentation, deliverability, and onboarding sequences.

You can’t just target one term and expect to compete. You need to cover the full topic cluster.

I like to chart out content hubs based on what I see in their blog, URL structure, and internal links. Then I ask: where’s the gap they haven’t filled?

Reverse-engineer what makes their top pages win

Use Ahrefs or Semrush to spot their top traffic pages, then audit them manually.

What’s helping that page rank?

• Strong headlines?
• Good visuals?
• FAQ sections?
• Backlinks?

Look at word count, content structure, load time, and even design. Then decide how you’re going to one-up them.

In one case, I noticed every top page in a niche included a short demo video. That became our standard too — and rankings followed.

Stay agile and keep listening

This part gets overlooked. SEO is not static.

Set up Google Alerts for competitor domains. Use RSS feeds to track new blog posts. Follow their updates on LinkedIn or industry news sites.

If they publish something new that starts climbing the rankings, you want to know fast — and counter with something better.

And yes, check in with your own audience. Every support ticket, every email reply, every comment on your blog can reveal a keyword idea that tools never will.

Final Thoughts and Next Steps

If you follow these steps consistently, you won't just match your competitors. You'll outpace them.

You’ll uncover the keywords they missed, expose weak spots in their content, and find the terms they rank for that you can target with something stronger. When you take action on those insights, your organic traffic will start climbing.

This is not a one-and-done task. Competitor keyword analysis works best when it's part of your regular SEO process.

Make a habit of reviewing your competitor data every quarter. Track new content they publish. Look for shifts in rankings that signal an opportunity to strike. And always be creating content that’s more useful, more complete, and better aligned with what people are searching for.

If you're ready to take it further, build your next content calendar around the top keywords you uncovered. Or create a shared tracker that shows which gaps you've filled and which ones still need content.

SEO success isn't about being the loudest. It's about being smarter than the competition. Competitor keyword analysis gives you the blueprint to make that happen.