Competitor Keyword Analysis: Strategies to Outrank Your Rivals

What is Competitor Keyword Analysis?

Competitor keyword analysis is the process of identifying the search terms that drive traffic to your competitors’ websites. Instead of guessing which keywords to target, this approach provides insights into what works in your industry, allowing you to make smarter, more strategic SEO decisions.

Benefits of Keyword Research and Competitor Analysis

Analysing competitors’ keyword research helps you make smarter SEO decisions based on real data – not guesses. By studying your competitors, you learn which keywords actually drive traffic and conversions in your niche.

Here’s what keyword competitor analysis helps you achieve:

• Save time and effort by focusing on keywords that already drive traffic.
• Discover new opportunities where competitors rank and you don’t.
• Outrank competitors by creating better-optimised content targeting high-value keywords.
• Improve your content strategy by understanding what resonates with your audience.
• Align content with real search intent, improving both traffic quality and conversions.
• Identify content gaps where you can outperform competitors.

⚙️ The process involves:

• Identifying top-ranking keywords that drive organic traffic to competitors.
• Extracting and analysing their keyword lists.
• Evaluating keyword difficulty, intent, and competition.
• Spotting content gaps to create fresh, optimised content.

Why Do Some Competitors Rank So Well?

Sometimes, despite your best efforts, competitors dominate top search positions, and it’s not always clear why. This is often due to factors beyond just keyword usage:

• Industry Authority & Brand Trust – Google favours well-established brands with a strong backlink profile and high domain authority. Even if they don’t optimise every page perfectly, their authority helps them rank.

• Content Depth & Relevance – Some competitors provide in-depth, highly valuable content that naturally attracts engagement and backlinks.

• User Behaviour & Engagement Signals – If users spend more time on a competitor’s site, interact with content, and rarely bounce back to search results, Google takes their behaviour as a quality signal and rewards them with better rankings.

Tip: If a competitor outranks you despite weaker keyword targeting, check their authority score, backlink profile, and user engagement metrics – SEO success isn’t just about keywords, but also trust, content quality, and user experience.

4 Steps to Perform a Competitor Keyword Analysis

The entire process can be broken down into four steps:

1. Identify competitors
   Who are your real SEO competitors? They may not always be your direct business rivals.
2. Collect keyword
   What keywords and phrases are they using to attract organic traffic?
3. Find content gaps
   What keywords and topics your competitors rank for, but you don’t?
4. Analysing the data
   Which of these keywords are most valuable for your business? How competitive are they, and how many people search for them?

✅ Step 1: Identifying Your SEO Competitors

Before you begin analysing keywords, it is essential to understand who your real competitors are in Google search, not just in business. A common mistake I often see is that marketers focus only on direct competitors, meaning companies that sell the same or similar products. However, in SEO, it’s not that simple.

A business (direct) competitor is not necessarily an SEO competitor.

How to identify your SEO competitors?

Use these proven strategies to pinpoint competitors for keyword analysis:

• Google Search – Type in your main keywords and see which websites rank on the first page. These are your top SEO competitors.
• Paid SEO Tools – Platforms like Ahrefs, SimilarWeb or SEMrush allow you to enter your domain and generate a list of competitors based on keyword overlap.
• Industry marketplaces – Check platforms like Amazon, Etsy, and Heuréka to identify major e-commerce competitors. These sites reveal top-performing sellers, product trends, and pricing strategies.
• Social mentions – Keep an eye on social media and forums to find new brands that aren’t ranking yet but are getting popular.

Once you have a solid list of competitors, the next step is to extract the keywords they rank for. Let’s dive into that next.

✅ Step 2: Collecting Competitor Keywords

Now that you know who you’re competing with, the next step is to collect the keywords that are actually bringing them traffic. You have two main options: either use SEO tools or do it manually (yes, you can still get some valuable insights without expensive tools).

How to collect competitor keywords: Workflow

Identify competitor keywords

Use paid SEO tools like Ahrefs, SEMrush, or Marketing Miner, if you have access to them, to export keyword lists along with useful data like search volume, estimated traffic, keyword difficulty and other valuable metrics.

No tools? No problem. You can still gather plenty of keyword insights manually:

• Search target queries and inspect which competitors rank.
• Analyse page titles, headings, meta descriptions, and content themes.
• Use free browser extensions like Detailed SEO Extension, MozBar or SEO Minion to analyse heading structure (H1, H2), image alt texts and keyword placement.
• Explore Google’s autocomplete, People Also Ask, and Related Searches for extra keyword ideas.

Below is an example of how MozBar displays on-page elements directly from a competitor’s website:

Organize & prioritize

Once you have your list, don’t just dump it into a spreadsheet and forget about it. Group your keywords into meaningful segments:

• Search intent
• Relevance
• Competition (via KD or estimated manually by checking competitors)
• Long-tail potential

In many audits I’ve done, I found that smaller e-commerce sites often miss valuable long-tail keywords simply because they don’t scroll past the first page of competitors’ blogs or product categories

Export and prepare

Once sorted, export or document your keyword list. This will become the foundation for analysis and content planning.

Tip: Even without premium tools, you can uncover valuable keyword opportunities by observing how competitors structure their content and which keywords dominate their pages.

✅ Step 3: Finding and Using Content Gaps

The final step of keyword competitor analysis is to turn insights into actionable opportunities. A content gap is simply a keyword or topic your competitors rank for, but you don’t, or where your existing content underperforms.

Common types of content gaps:

• Competitors rank for relevant keywords you haven’t covered.
• Your content exists but is outdated, thin, or fails to match search intent.
• Frequently asked questions or high-volume topics remain unanswered in your niche.

By identifying these gaps, you can strategically create new content or refresh existing pages to strengthen your SEO performance.

Techniques to uncover content gaps

1. Content gap tools

Use platforms like Ahrefs or SEMrush to compare your site to competitors and reveal missing keywords:

How to use Ahrefs’ Content Gap tool:

1. Open Ahrefs Site Explorer and enter your domain.
2. Navigate to the Competitive Analysis tool.
3. Enter up to competitor domains for comparison.
4. Enter your domain in the “This target doesn’t rank for” section.
5. Click “Show keyword opportunities” to generate a list of missing keywords.

2. Manual analysis

Manually compare competitor pages to your own:
→ Are they covering topics you don’t?
→ Is your content outdated or shallow?
→ Are they addressing any questions you might have overlooked?

3. Find underperforming pages

Identify underperforming pages on your site by using tools like Google Search Console or Ahrefs. Search for pages that:

• Rank on pages 2-3 but need optimisation to reach the top 10.
• Have a low CTR, meaning the title/meta description may need improvement.
• Target high-competition keywords where a different approach might work better.

Tip: A typical mistake I see is that businesses jump straight into creating new content without first improving pages that are already ranking on page 2. Sometimes, updating what you already have gives faster wins than starting from scratch.

👉 Example of Content Gap Table for Eyewear Industry

Topic / Keyword	Your Website	Competitor A	Competitor B	Opportunity
Blue light blocking glasses	Mentioned briefly in product pages	Full blog + product category	Full guide + FAQ + comparison	Create a complete buying guide + category page
How to choose glasses for face shape	Not covered	Blog post + interactive tool	Blog post	Create an SEO-optimized blog + visual tool (face shape calculator)
Anti-reflective coating explained	Not covered	Explained in product descriptions	Dedicated blog article	Write an educational article + integrate into product pages
Prescription sunglasses	Only listed in sunglasses category	Has a dedicated landing page	Has a blog + separate product filter	Create dedicated page & improve product filtering
Glasses for computer work	General mention	Optimized blog article	Optimized blog + downloadable checklist	Create targeted blog post with checklist or infographic

✅ Step 4: Analyzing Competitor Keywords and SERPs Effectively

Now that you have your keyword list, it’s time to analyse it. Not all keywords are equal – some will bring high traffic, while others may be too competitive or irrelevant for your e-commerce business. The goal is to find the keywords you should actually target.

Analyze Keyword Metrics

Focus on:

• Search Volume – Is there enough traffic potential?
• Keyword Difficulty – Is it realistic for you to rank?
• Search Intent – Does it match your goals? (For a reminder on intent types, see the glossary.)

Analyze the SERP

Don’t rely solely on metrics. Check what Google is rewarding:

1. Content format
   • Are top-ranking pages mostly blog posts, guides, product pages, category pages, or videos?
   • Google usually gives preference to certain formats depending on the search intent.

👉 Example:

For “how to clean leather backpacks” – blogs and YouTube videos dominate.
For “buy leather backpack”, product or category pages dominate.

1. Content quality
   • How detailed are the top pages?
   • Do they include images, videos, downloadable guides, or tools?
   • Is the content fresh (recently updated) or outdated?

1. Content gaps
   • Are competitors missing certain content types? Maybe nobody created a comparison, FAQ, or guide yet.

1. User/Search Intent Validation
   • Look at the top 5-10 results and categorise them.

Intent Type	Description	Example
Informational	The user is looking for knowledge, answers, or guides.	“What are multifocal lenses”
Navigational	The user wants to find a specific website or brand.	“Nike official store”
Transactional	The user is ready to buy or perform an action.	“Buy leather shoes online”
Commercial Investigation	The user is comparing products before making a purchase.	“Best leather shoes for men”

In this SERP, Google clearly favours informational content. The top-ranking pages are articles rather than product or category pages. Google assumes the searcher is keen to learn about multifocal lenses, not immediately buy them.

Tip: If you misalign content type with intent, you won’t rank, even if you have the right keyword.

Competitive positioning:

Before targeting any keyword, ask:

• Can you create a better version of what’s already ranking?
• Do you have the authority to compete?
• Could you go around by focusing on long-tail variations?

Tip: Combine keyword data, SERP reality, and your site’s capabilities to prioritize smartly, not emotionally.

👉 Example: What competitor keyword data looks like in practice

Below is an example of a typical keyword overview from Ahrefs. This is the type of data you will be working with when evaluating competitor keywords.

As you can see, you will get information such as:

• Search volume trends
• Keyword difficulty score
• Traffic potential
• Related questions and alternative keyword ideas

This data will help you identify which keywords are realistic, valuable, and suitable for your content strategy.

Turning Insights into a Keyword Strategy to Outrank Your Rivals

After gathering and analysing competitor keywords, the next step is to prioritise the most valuable ones for your SEO strategy. Not all keywords are worth targeting – some may be too competitive, while others may not align with your business goals. Choosing the right ones will help you maximise traffic, improve rankings, and drive conversions.

Building Keyword Clusters and Topic Maps

When building clusters, don’t just look at keywords. Ask yourself  if this is something my ideal customer actually searches for when deciding to buy? Too many keyword strategies fail because they are based on volume, not real intent.

Steps to build keyword clusters:

1. Group keywords by search intent (informational, navigational, transactional, commercial investigation).
2. Organise them into topic groups (product-focused, problem-solving, comparisons, buying guides).
3. Map them into a content structure (category pages, product pages, blog content).

👉 Example:

Main Cluster: Leather Backpacks

• Category Page: Leather backpacks online
• Subcategory: Leather backpacks for men
• Blog Content:
  • Best leather backpacks for work
  • Leather backpack care guide
  • Leather backpack vs canvas backpack

→ Internally link all content → Improve topical relevance → Increase rankings

Tip: Use competitor analysis to steal their cluster structure. Check their breadcrumb paths, URL structure, and internal links.

Prioritizing Keywords

To build an effective keyword strategy, focus on the right mix of high-impact keywords by evaluating them based on these criteria:

📍 1. Search Volume vs. Keyword Difficulty

• High-volume, low-difficulty keywords → These are golden opportunities, as they bring traffic without much competition.
• High-volume, high-difficulty keywords → These are competitive but worth targeting in the long run.
• Low-volume, low-difficulty keywords → These can be long-tail keywords that attract highly targeted traffic with high conversion potential.

📍 2. Search Intent Matching

Focus on transactional and commercial keywords for product and category pages (if your goal is to drive sales), while using informational keywords for blog content and lead generation.

📍 3. Content Gap Prioritization

Leverage your gap analysis:

• Fill in missing topics competitors rank for.
• Optimise underperforming pages stuck on pages 2–3.
• Focus on areas with low competition and clear user intent.

📍 4. Conversion & Business Relevance

Even if a keyword has high search volume, ask yourself:

• Does this keyword align with my product or service?
• Will ranking for this keyword bring potential buyers or just general traffic?
• Is it relevant to my niche and audience?

Tip: Some low-volume keywords may still have high ROI if they bring in ready-to-buy customers!

Integrating Keywords into Content

Now that you’ve prioritised the most valuable keywords, the next step is seamlessly integrating them into your website’s content. Effective keyword placement ensures your pages rank higher, attract more traffic, and convert visitors into customers. The process involves both on-page SEO techniques and content creation strategies.

On-page SEO essentials for effective keyword integration

To fully leverage competitor keyword insights, apply them consistently across your website. Focus on making keywords a natural part of your content and structure.

Quick checklist for on-page optimisation:

• Include your primary keyword naturally in:
  • The title tag and meta description.
  • The H1 heading.
  • The first 100 words of the content.
  • Selected H2/H3 subheadings.
  • Alt text of images.
  • URL slugs (where relevant).
• Use keyword variations and related terms throughout the text to avoid keyword stuffing.
• Ensure internal links point to relevant pages using descriptive anchor text (avoid generic links like “click here”).
• For product and category pages, write unique, keyword-rich descriptions instead of copying manufacturer content.

Tip: Don’t over-optimise. Focus on writing for users first. Search engines now recognize natural and helpful content better than rigid keyword placement.

Continuous Monitoring and Optimization

SEO is not a one-time effort. It’s an ongoing process that requires regular monitoring and adjustments. Search engine algorithms change, competitors update their strategies, and customer behaviour evolves. To maintain and improve your rankings, you need to track performance, analyse results, and refine your keyword strategy accordingly.

Why Continuous Monitoring Matters

1. SEO rankings fluctuate – even after ranking well, competitors might outrank you if they improve their content.
2. User behaviour changes – search intent and trending keywords shift over time.
3. Google’s algorithm updates – staying ahead means adapting to new ranking factors.
4. New competitors enter the market – continuous monitoring helps you spot emerging threats.

By keeping a close eye on your SEO performance, you can identify issues early and adjust your strategy proactively.

How to Spot What’s Working and What’s Not

To evaluate the effectiveness of your competitor keyword strategy, focus on these essential metrics:

KPI	Recommended Tool	Healthy Benchmark	When it’s bad → Action
Organic Traffic	Google Search Console / Analytics	Stable or growing monthly	Re-analyze lost keywords, check competitor activity, or detect Google update impact.
Keyword Rankings	Ahrefs / SEMrush Rank Tracker	Stable or improving	Investigate SERPs and competitors. Refresh underperforming pages or improve backlink profile.
CTR (Click-Through Rate)	Google Search Console	≥ 2% (general baseline)	Rewrite meta titles & descriptions, make them more clickable, include strong CTA.
Bounce Rate	Google Analytics	< 70%	Improve content relevancy, UX, speed, or structure. Match intent better.
Time on Page	Google Analytics	> 1 minute	Add multimedia, improve content formatting, strengthen internal links.
Pages per Session	Google Analytics	≥ 2 pages	Improve internal linking and navigation. Suggest related articles or products.
Conversion Rate	Google Analytics (E-commerce Setup)	1–3% typical	Audit product pages, streamline checkout, optimize CTAs, test pricing.
Backlink Growth	Ahrefs / Majestic	Stable or growing	Launch or strengthen link-building campaigns. Analyze competitor link profiles.
Impressions vs. Clicks	Google Search Console	Proportional	Improve meta tags, focus on matching search intent, experiment with titles.

Beyond Keywords: UX and Conversion Optimization Matter Too

Remember, keyword strategy only works when paired with good UX. No keyword will save a poor user experience.

• If visitors can’t easily find products or information, they leave.
• Users expect high-quality visuals and clear, detailed product descriptions.
• Google doesn’t like slow sites, and frustrated users won’t wait for pages to load.
• A difficult buying process leads to cart abandonment, wasting your SEO efforts.

Tip: Before investing heavily in SEO, make sure your website is optimised for user experience – otherwise, your new visitors won’t convert into customers.

Conclusion and Final Thoughts

Understanding and leveraging keyword research competitor analysis can make a significant difference between blending in and standing out. By studying what works for your rivals, you can identify valuable opportunities, refine your SEO strategy, and drive more organic traffic to your store.

Let’s quickly recap the process:

• Identify your competitors. Focus on those who rank for your target keywords, not just your direct business rivals.
• Collect competitor keywords. Use tools like Ahrefs, SEMrush, or Marketing Miner, or apply manual techniques.
• Analyse keyword data. Prioritise keywords based on search volume, competition, and user intent.
• Find content gaps. Search for opportunities where you can outperform competitors by creating better, more relevant content.
• Build your keyword strategy. Select the best keywords and implement them across your website effectively.
• Continuously monitor and improve. Remember that SEO is an ongoing process, not a one-time effort.

Competitor keyword analysis isn’t about copying. It’s about learning what works and doing it better. By continuously improving your SEO strategy, targeting high-value keywords, and optimising content, you’ll not only outrank your rivals but also build long-term visibility and authority in your industry.

And don’t forget, high positions in Google alone are not enough. If visitors don’t trust your website, cannot navigate it easily, or don’t find what they are looking for, they will simply leave.

To truly outperform your competitors, combine effective keyword research with valuable content, great user experience, and continuous optimisation. This is how you outrank your competitors and turn traffic into meaningful business results.

✨ Terms worth knowing in SEO ✨

If you’re new to SEO, here are essential terms used throughout this guide:

Term	Meaning
SEO	Search Engine Optimization
SERP	Search Engine Results Page
Keyword	Word or phrase people search for in Google
Search Volume	Number of monthly searches for a keyword
Keyword Difficulty (KD)	How hard it is to rank for a keyword
CTR	Click-Through Rate – % of people clicking on your result
CPC	Cost Per Click in Google Ads
Search Intent	Reason why someone searches for a keyword
Informational Intent	Search aiming to learn something
Commercial Intent	Search looking to compare or evaluate products
Transactional Intent	Search ready to make a purchase or conversion
Navigational Intent	Search looking for a specific website or brand
Content Gap	Missing content compared to competitors
Bounce Rate	% of visitors leaving without interaction
Conversion Rate	% of visitors completing a desired action
Backlink	Link from another website to your page
Page Title	The clickable title shown on Google
Meta Description	Short description shown on Google below the title
H1 / H2 / H3	Heading levels structuring your content
Alt Text	Text alternative for images
Topical Authority	Being seen as an expert on a specific topic by Google
Internal Linking	Linking between pages within your website
Content Cluster	Group of related pages targeting a common topic
Breadcrumb Navigation	Navigation links showing where a user is within your site
Topic Map	Visual or logical organization of related topics
Deep Linking	Directly linking to specific pages
On-Page SEO	Optimizing website content for search.

Frequently Asked Question