Competitor Insight

Competitor Insights User Guide

Competitor Insights shows the full keyword profile for any domain. You see every keyword a competitor ranks for, their positions, traffic estimates, and where their strategy is changing.

Getting started

Navigate to the Competitor Insights section in your dashboard.

Enter the competitor's domain — just "example.com", no http:// needed. Select a target location from the dropdown (defaults to United States). Click Analyse.

The tool retrieves comprehensive keyword data for that domain. This takes a few seconds.

Understanding the overview metrics

The top section shows high-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 the advertising equivalent
• Traffic Cost — estimated value if buying the same traffic through ads
• New / Improved / Declining / Lost — recent ranking changes at a glance

Traffic cost puts competitor performance in commercial terms. A rival generating £45,000/month in equivalent ad value makes the opportunity more concrete than a raw keyword count.

Reading the keyword table

Each row in the table shows one keyword with the following data:

• Keyword — the search term
• Position — current ranking (1 = top of page one)
• Trend — movement direction (improving, declining, or stable)
• Difficulty — ranking challenge on a 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), N (Navigational), T (Transactional)

Expanding keyword details

Click the chevron icon on any row to reveal additional information:

• URL — the 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

Use the search box above the keyword table to filter by any part of a keyword. Sort columns to prioritise by volume, difficulty, or position. Filter by search intent to focus on specific content types.

These controls help you move quickly through large keyword profiles. A competitor with thousands of keywords becomes manageable when you filter to commercial intent terms with moderate difficulty.

Understanding difficulty scores

Keyword difficulty indicates how hard it is to rank for a term:

• 0–33 (Green) — relatively achievable targets
• 34–66 (Amber) — moderate challenge requiring quality content
• 67–100 (Red) — highly competitive, needs strong domain authority

Focus on green and amber opportunities for quicker results.

Understanding search intent

Intent codes tell you what type of content searchers expect:

• 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 the dominant intent for each keyword you decide to target.

Reading trend indicators

Position movement icons show what's changing in a competitor's profile:

• Blue star — new ranking (they've started ranking for this term)
• Green up arrow — improving position
• Red down arrow — declining position
• Amber right arrow — stable position

New rankings show where a competitor is expanding. Declining keywords reveal where they're losing ground — and where opportunity exists.

Adding keywords to your tracker

Found a keyword worth monitoring? Click the + button in the rightmost column. Select your domain and category, then click Confirm.

The keyword is added to your tracking list. No switching between tools or copying terms into spreadsheets.

Exporting data

Click Export CSV above the keyword table to download the complete dataset. Open it in Excel or Google Sheets for further analysis, or share with team members for reporting.

Filtering by market

Location filtering lets you analyse competitors in specific countries or regions. The default is United States, but switch to any supported country.

A competitor's global keyword profile isn't useful if you compete in the UK. Filter to your market to see only the keywords that matter.

Making the most of competitor data

Spotting opportunities

Look for keywords where a competitor ranks well but you don't — especially terms with decent search volume, moderate difficulty, and commercial intent. These are the clearest opportunities to pursue.

Pay attention to declining keywords. A competitor losing ground on a term creates space for you to move in with strong content.

When to run competitor analysis

• Monthly for your direct competitors — track changes in their keyword profile
• Quarterly for industry leaders — broader strategic review
• After major content updates — see whether changes affected their rankings
• When planning new content — check what's already ranking and where the gaps are

Choosing which keywords to target

Not every competitor keyword is worth pursuing. Focus on terms that match your business, have manageable difficulty, and align with content you can create well. Start with easier wins, then build toward more competitive terms as your authority grows.

Common questions

How many competitors should I analyse? Start with 3–5 direct competitors. Add more as you build a clearer picture of your market.

Can I analyse international competitors? Yes. Use the location filter to analyse competitors in specific countries or regions.

What if a competitor has thousands of keywords? Use filtering and sorting to focus on high-value opportunities. Export the data for deeper spreadsheet analysis.

Should I target all their successful keywords? No. Focus on keywords relevant to your business with manageable difficulty and clear commercial intent.

Can I see their exact content? The tool shows which pages rank and their titles and descriptions. Visit their pages directly to review content depth and structure. Use the Content Comparison tool for a detailed side-by-side analysis.