What Is Competitor Keywords Analysis? (+ 6 Tools to Use)

You rank for this keyword, and shortly after, a competitor outranks you.

You rank for that keyword, and somehow, it happens again.

Ever experienced this? How’d they do it?

Two words: competitor keyword analysis—they’ve used your winning content strategy against you.

But what if you could pull the old switch-a-roo, uncover their strategies, and beat them at their own game? Now you’re thinking.

Let’s take you from competitor keyword analysis newbie to seasoned pro, revealing how you can turn the tables on your rivals and claim the top spot for yourself.

What is Competitor Keyword Analysis?

Competitor keyword analysis uncovers the keywords your competitors are using to attract their audience and rank in search. And it shines a light on keywords and keyword clusters you might not have discovered yet or have previously overlooked.

Here’s how it looks in practice: Imagine you’re a trendy online boutique trying to make a splash in the competitive world of fashion e-commerce. A competitor, let’s say, “Chic Couture,” has established topical authority for broad search terms like “summer dresses” and “outdoor party outfits.”

There’s not much you can do to dethrone them from their summery summit. But hold on—you’re not out of the game yet.

After running a competitor keyword analysis, you discover a whole cluster of untapped, less competitive long-tail keywords they’ve just recently dipped their toes into, like “eco-friendly sustainable fashion brand” or “organic ethical clothing options for men.” They’ve launched a new clothing range to test the waters, but this isn’t their area of expertise or authority (yet!).

Eureka! You’ve found your niche and a Chic Couture weakness that you can capitalize on. Now, you can create a targeted content strategy and marketing campaigns that appeal to a conscious consumer base that Chic Couture isn’t ready to serve.

That’s the beauty of competitor keyword analysis. It’s not about copying (well, sometimes it is). It’s really more about finding the gaps and filling them with your unique strengths.

6 Best Competitor Keyword Analysis Tools

Enough theory. It’s time to find you your competitor keyword analysis copilot.

But with so many options, so many features, and so many price tags, where do you start?

I got you—I’ve done the legwork and rounded up the best of the best:

1. Ahrefs

Ahrefs excels at keyword research, competitor analysis, and rank tracking, making it a super solid choice. And if you want to know who’s linking to your competitors (and who you should be trying to woo), Ahrefs is your wingman. Ahrefs boasts the largest backlink index in the world, giving you a really solid idea of your competitors’ link-building strategies.

• Best for backlink analysis, in-depth competitor research, and uncovering SEO content gaps.
• Not for those on a tight budget, as Ahrefs is a premium tool with a hefty price tag.

2. Semrush

Semrush is like a Swiss Army knife—it does a little bit of everything. From keyword research to competitor analysis to site audits, Semrush’s got you. It’s a versatile tool that can be used for a wide range of SEO tasks, making it a great option for marketers who want a one-stop shop for all their SEO needs.

• Best for comprehensive SEO analysis, keyword research, and content marketing.
• Not for those who prefer a simpler, more specialized tool. Semrush’s vast array of features can be overwhelming for some users.

3. Moz

Good old Moz. It’s been a staple in the SEO world for years, and for good reason. Their suite of tools is known for its comprehensive data, user-friendly interface, and powerful insights. Moz Pro offers robust keyword research, link-building features, and a dedicated competitor analysis tool, while MozBar (a free Chrome extension) provides a quick snapshot of any website’s SEO metrics.

• Best for overall SEO strategy, link building, and keyword research.
• Not for those looking for the most cutting-edge features or those on a super tight budget (Moz Pro can be pricey).

4. SpyFu

Want to know what your competitors are really up to? SpyFu is a competitor analysis specialist. It’ll give you the inside scoop on both their organic and paid search strategies. See which keywords they’re bidding on, how much they’re spending, and even what ad copy they’re using.

• Best for paid search analysis, competitor research, and PPC keyword ideas.
• Not for those who are only interested in organic SEO.

5. Similarweb

Want to know who your competitors’ audience is, where they’re coming from, and what they’re interested in? Similarweb is your go-to tool. It provides a wealth of data on website traffic, audience demographics, and interests—all information that can be invaluable for refining your target audience and tailoring your content to their needs.

• Best for market research, audience analysis, and understanding competitor traffic sources.
• Not for those who are primarily focused on keyword research or on-page SEO.

6. BuzzSumo

Want to know what content is resonating with your audience and what your competitors are doing to engage them? One word—BuzzSumo. It analyzes social media engagement, backlinks, and shares to reveal the most popular content in your niche. It’ll even help you generate content ideas, identify influencers, and track what your competitors are up to, of course.

• Best for content research, influencer marketing, and social media analysis.
• Not for those who are primarily focused on technical SEO or keyword research.

Advanced Competitor Keyword Analysis

Playing in the SEO big leagues means going beyond just keywords. It’s time to delve into the dark arts of advanced competitor analysis.

Beyond Keywords

Sure, keywords are the foundation of SEO, but they’re just the tip of the iceberg. To truly understand your competitors’ strategies, you need to go deeper. To do so, ask yourself the following questions:

• Content analysis: What topics are they covering? What’s their writing style? Are they creating any unique content formats that are resonating with their audience?
• Backlink profile: Which are their valuable backlinks, and what sites are sending them the most referral traffic?
• Social media presence: What platforms are they active on? What kind of content are they sharing? How are they engaging with their followers?

Answer these questions and you’ll paint a vivid picture of your competitors’ overall marketing strategy and identify areas where you can outshine them.

Competitive Benchmarking

If you’re not tracking your progress, how do you know if you’re winning? Competitive benchmarking. It’s how you keep score in SEO.

Use tools like Semrush or Ahrefs to monitor your performance over time and see how you fare against your rivals for specific keywords. It’ll allow you to identify areas where you’re excelling and areas where you need to step up your game.

Spying on Paid Campaigns

I’m always a little curious about what our competitors are up to in the paid advertising realm. Are they throwing money at keywords you’re targeting organically? What kind of ad copy are they using?

Tools like SpyFu will give you a glimpse into their PPC strategies, revealing which keywords they’re bidding on, how much they’re spending, and even what their ads look like. Use this information to inform your own paid campaigns or identify areas where you can outbid them and direct some paid traffic your way.

Using AI for Competitor Analysis

AI-powered tools like ChatGPT, Gemini, and Claude are also great at analyzing vast amounts of data in seconds. With a few simple prompts, you can quickly identify patterns and insights that would take a human analyst hours to find.

For example, you can use an AI copilot to analyze your competitors’ website copy, social media posts, and even customer reviews to identify their messaging themes, brand voice, and target audience. You can also use these tools to generate content ideas based on your competitors’ top-performing keywords. The possibilities are endless.

Ready to roll up your sleeves? We’ve got a whole guide on how to do an SEO competitor keyword analysis.

Conclusion and Next Steps

Right-e-o, you now possess the knowledge and tools to transform competitor keyword analysis from a mysterious art into a competitor-crushing weapon.

But hey, I get it—sometimes you need a little extra help. If you’re ready to take your competitor keyword analysis (and your entire SEO strategy) to the next level, our expert team is here to lend a hand.

🚀 Book a strategy call today, and let’s take your site (or your clients’ sites) to the next level. 🚀