Competitor Insight

You're flying blind whilst your competitors dominate search results. You don't know which keywords they target, what content works for them, or where they're vulnerable.

Competitor Insights reveals every keyword your rivals rank for and turns their strategy into your competitive advantage.

What competitor blindness costs you

Not knowing your competitors' moves hurts your growth:

• Missed opportunities from keywords you don't know exist
• Wasted resources targeting the wrong terms
• Lost market share to competitors who move faster
• Strategic disadvantage from reactive instead of proactive planning

See their entire SEO playbook

Get complete visibility into any competitor's search strategy:

• Full keyword list for any domain, not just the top 10
• Position, trends, volume, CPC, and difficulty at a glance
• Location and language filtering to match your market
• Real-time ranking changes and movement patterns

Understand their strategy in seconds

Key metrics reveal the value of their SEO efforts:

• Organic traffic estimates showing monthly visitor potential
• Traffic cost calculations revealing advertising equivalent value
• Impression data indicating total search visibility
• Trend indicators flagging new, rising, and falling keywords

How to analyse your competitors

Getting started with competitor analysis

Setting up your analysis:

1. Navigate to the Competitor Insights section
2. Enter competitor's domain (just "example.com", no http:// needed)
3. Select target location from dropdown (defaults to United States)
4. Click Analyse to retrieve comprehensive data

Understanding the overview metrics

Top-level performance indicators:

• Organic Keywords: Total number of ranking terms
• Estimated Traffic: Monthly visitors from organic search
• Estimated Impressions: Potential search result visibility
• CPC: Average cost-per-click for advertising equivalent
• Traffic Cost: Estimated value if buying same traffic via ads
• New/Improved/Declining/Lost: Recent ranking changes

Reading the keyword table

Essential data points for each keyword:

• Keyword: The actual search term
• Position: Current ranking (1 = top of page one)
• Trend: Movement direction (improving/declining/stable)
• Difficulty: Ranking challenge level (0-100 scale)
• Volume: Monthly search volume
• CPC: Advertising cost-per-click
• Ad Competition: Advertiser competition level (0-100)
• Intent: Search purpose (I=Informational, C=Commercial, etc.)

Expanding keyword details

Click the chevron icon to reveal:

• URL: Specific page ranking for this keyword
• Title: Page title as shown in search results
• Description: Meta description from search results
• SERP Features: Special result features (snippets, images, etc.)
• Search Volume Trend: Historical search interest graph

Filtering and searching

Focus on relevant opportunities:

• Use search box above keyword table to filter terms
• Type any part of a keyword to narrow results
• Sort columns to prioritise by volume, difficulty, or opportunity
• Filter by search intent to match your content strategy

Adding keywords to tracking

Capture valuable opportunities:

1. Click the "+" button in the rightmost column
2. Select your domain and category for tracking
3. Click Confirm to add keyword to your monitoring
4. Track your progress against competitor positions

Exporting competitive data

Save insights for further analysis:

• Click Export CSV above the keyword table
• Download complete dataset for spreadsheet analysis
• Share findings with team members or stakeholders
• Create comprehensive competitor reports

Four ways to outrank your rivals

1. Spot gaps you can own

Identify keywords where competitors rank but you don't:

• Terms with good search volume and manageable difficulty
• Commercial keywords with clear business value
• Content opportunities your competitors are winning
• Quick wins with lower competition levels

2. Track their strategic moves

Monitor competitor activity to stay ahead:

• New keyword rankings indicating content focus
• Improving positions showing successful optimisation
• Declining rankings revealing vulnerabilities
• Lost keywords presenting immediate opportunities

3. Understand their content strategy

Analyse successful competitor content patterns:

• Which topics drive their best rankings
• Content types that perform consistently
• Search intent alignment in their top pages
• Page structure and optimisation techniques

4. Turn their weakness into your strength

Exploit competitor vulnerabilities:

• Keywords they're losing ground on
• Content gaps in their coverage
• Lower-quality pages you can outperform
• Underserved search intents you can capture

Strategic opportunity identification

Finding content gaps

Look for keywords where competitors rank well but you don't:

• High search volume with business relevance
• Moderate difficulty levels you can compete for
• Commercial intent matching your offerings
• Topics within your expertise area

Reading difficulty signals

Keyword difficulty interpretation:

• 0-33 (Green): Relatively achievable ranking targets
• 34-66 (Amber): Moderate challenge requiring quality content
• 67-100 (Red): Highly competitive, need strong authority

Focus on green and amber opportunities for quicker wins.

Understanding search intent patterns

Intent codes guide content strategy:

• I (Informational): Educational content, guides, explanations
• N (Navigational): Brand or specific site searches
• C (Commercial): Product research, comparisons, reviews
• T (Transactional): Purchase-ready, action-oriented searches

Match your content type to dominant intent for each keyword.

Trend analysis insights

Position movement indicators:

• Blue star: New ranking (fresh content opportunity)
• Green up arrow: Improving position (successful strategy)
• Red down arrow: Declining position (potential vulnerability)
• Amber right arrow: Stable position (established content)

Building your competitive advantage

Immediate opportunities (quick wins)

Actions you can take today:

• Target keywords competitors are losing
• Create content for gaps they're not filling
• Optimise existing content against their successful patterns
• Add high-opportunity keywords to your tracking

Medium-term strategic moves

Building sustainable competitive advantage:

• Develop content series around competitor keyword clusters
• Create superior content for their weaker-performing pages
• Build topical authority in areas they're not dominating
• Monitor and respond to their new content initiatives

Long-term market positioning

Strategic competitive intelligence:

• Understand industry keyword trends and seasonality
• Identify emerging topics before competitors notice
• Build comprehensive coverage of profitable keyword themes
• Develop unique angles competitors can't easily replicate

Monitoring competitive landscape

Regular analysis frequency

Recommended monitoring schedule:

• Key competitors: Monthly deep analysis
• Industry leaders: Quarterly comprehensive review
• Emerging competitors: Bi-monthly opportunity assessment
• After major updates: Immediate impact analysis

Tracking competitive changes

Key metrics to monitor:

• New keyword rankings indicating content expansion
• Position improvements showing successful optimisation
• Traffic growth patterns and seasonal variations
• Content strategy shifts and topic focus changes

Common questions answered

How many competitors should I track?

Focus on 3-5 direct competitors initially. Add more as you develop competitive intelligence capabilities and identify market threats.

Can I analyse international competitors?

Yes, use location filtering to analyse competitors in specific countries or regions where you compete.

What if a competitor has thousands of keywords?

Use filtering and sorting to focus on high-value opportunities. Export data for comprehensive spreadsheet analysis if needed.

Should I target all their successful keywords?

No, focus on keywords relevant to your business with manageable competition levels and clear commercial value.

How do I know which keywords to prioritise?

Consider search volume, keyword difficulty, commercial intent, and business relevance. Start with easier wins before tackling competitive terms.

Can I see their exact content strategies?

The tool shows ranking pages and titles. Visit their pages directly to analyse content depth, structure, and optimisation techniques.