Competitor Insight

Competitor Insight is a powerful tool that helps you understand how your competitors are performing in search engines. This knowledge allows you to make strategic decisions about your SEO and content strategy, identify new opportunities, and stay ahead of your competition.

What Can Competitor Insight Do For You?

With Competitor Insight, you can:

  • See which keywords your competitors rank for
  • Analyze their ranking positions and performance trends
  • Discover high-value keywords you should target
  • Understand search intent behind keywords
  • Track how competitors' rankings change over time
  • Identify gaps and opportunities in your SEO strategy

competitor insight

Getting Started

Accessing Competitor Insight

  1. Navigate to the "Competitor Insight" section from the menu
  2. You'll see a search form at the top of the page

Analyzing a Competitor

  1. Enter the competitor's domain in the search box (e.g., "example.com")
    • You don't need to include "http://" or "www."

    • Just use the main domain name and extension

      Select a location from the dropdown menu

    • This allows you to see rankings specific to a particular country or region
    • If you don't select anything, the tool defaults to "United States"
  2. Click the "Analyze" button
  3. The system will retrieve and process the competitor's data, which might take a few moments

Understanding the Results

Top Metrics Overview

After analysis, you'll see a summary table showing key metrics for the competitor domain:

  • Organic Keywords: The total number of keywords the domain ranks for
  • Estimated Traffic: Approximate monthly visitors from organic search
  • Estimated Impressions: Potential visibility in search results
  • CPC: Average cost-per-click if these keywords were targeted with ads
  • Traffic Cost: Estimated cost to buy the same traffic through paid advertising
  • New/Improved/Declining/Lost: Changes in keyword rankings over time

This overview gives you a quick snapshot of the competitor's organic search performance and value.


Keyword Table

Below the summary, you'll find a detailed table showing all the keywords the competitor ranks for:

  • Keyword: The actual search term
  • Position: Where the competitor ranks for this keyword (lower numbers are better - position 1 is the top of page 1)
  • Trend: Whether the ranking is improving, declining, or stable
  • Difficulty: How challenging it is to rank for this keyword (0-100 scale)
  • Volume: Monthly search volume (how many people search for this term)
  • CPC: Cost-per-click for this keyword in advertising
  • Ad Competition: How many advertisers bid for this keyword (0-100 scale)
  • Intent: The purpose behind the search (I = Informational, C = Commercial, etc.)

Expanding Keyword Details

competitor insight detail

For any keyword in the table, you can click the expand icon (chevron) to see more information:

  1. Click the chevron icon at the end of any row
  2. The row expands to show additional details:
    • URL: The specific page on the competitor's site that ranks for this keyword
    • Title: The page title as it appears in search results
    • Description: The meta description shown in search results
    • SERP Features: Special search result features present for this keyword
    • Search Volume Trend: A graph showing how search volume has changed over time

This detailed view helps you understand exactly how competitors are targeting specific keywords and the content they're using to rank.

Advanced Features

Filtering Keywords

You can filter the keyword list to focus on specific terms:

  1. Use the search box above the keyword table
  2. Type any part of a keyword you're interested in
  3. The table will update to show only keywords containing that text

Adding Keywords to Your Tracking

When you find valuable keywords from competitors that you want to target:

  1. Click the "+" button in the rightmost column of the keyword table
  2. Select the domain and category where you want to add this keyword
  3. Click "Confirm"

The keyword will be added to your tracking, allowing you to monitor your own progress for this term.


Exporting Data

To save or further analyze the competitor's keyword data:

  1. Click the "Export CSV" button above the keyword table
  2. The system will generate a CSV file containing all the keyword data
  3. You can open this file in Excel or any spreadsheet program for further analysis

Interpreting the Data

Understanding Keyword Difficulty

Keyword difficulty is shown on a 0-100 scale:

  • 0-33 (Green): Relatively easy to rank for
  • 34-66 (Amber): Moderately difficult
  • 67-100 (Red): Very difficult to rank for

Lower difficulty keywords may represent "quick win" opportunities, especially if they have decent search volume.


Reading Position Trends

Position trends show how rankings have changed recently:

  • Blue star: New ranking (competitor just started ranking for this term)
  • Green up arrow: Improving position (moving up in rankings)
  • Red down arrow: Declining position (falling in rankings)
  • Amber right arrow: Stable position (no significant change)

Pay attention to new and improving keywords, as they might indicate areas where competitors are focusing their SEO efforts.


Interpreting Search Intent

The "Intent" column uses letter codes to show the purpose behind searches:

  • I: Informational (looking for knowledge)
  • N: Navigational (trying to find a specific website)
  • C: Commercial (researching products or services)
  • T: Transactional (ready to make a purchase)

Understanding intent helps you create the right type of content to match what searchers want.

Strategic Applications

Finding Content Gaps

Look for keywords where:

  1. Your competitor ranks well
  2. The keywords have good search volume
  3. The keywords are relevant to your business
  4. You don't currently rank for these terms

These represent content gaps – topics you should consider creating content about.


Identifying Competitive Advantages

Look for patterns in the competitor's top-ranking keywords:

  1. What topics do they dominate?
  2. What types of content perform best for them?
  3. Are they focusing on specific search intents?

This helps you understand their SEO strategy and where they're investing their efforts.


Discovering Ranking Opportunities

The best keyword opportunities typically have:

  1. Moderate to high search volume
  2. Lower keyword difficulty
  3. High commercial value (good CPC)
  4. Relevance to your business

Sort the keyword table by these metrics to find the most promising terms to target.


Conclusion

Competitor Insight gives you a window into your competitors' SEO strategies and performance. By understanding what works for them, you can make informed decisions about your own content and keyword targeting. Regular competitor analysis should be a core part of your SEO strategy, helping you stay ahead in an ever-changing digital landscape.

Remember, the goal isn't to copy competitors, but to learn from their successes and failures while developing your own unique approach that leverages your business strengths and addresses market opportunities.

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