Imagine trying to win a marathon without knowing your competitors’ pace, strategy, or strengths. The same applies in SEO. Competitor keyword research gives you visibility into what your rivals are ranking for, enabling you to build smarter, more effective strategies.
In this guide by Evershare, we cover:
- What competitor keyword research is
- Why it matters for your SEO and content strategy
- Step-by-step process to conduct it effectively
- Real examples of its strategic application
- FAQs to ensure clarity before you implement
What is Competitor Keyword Research?
Competitor keyword research is the process of analysing the keywords your competitors rank for in search engines. By understanding these, you can:
- Identify gaps in your own content
- Discover new opportunities for traffic and leads
- Benchmark your website’s performance against industry rival
Read also: What Are Backlinks for SEO?
Why is it Important?
Because your competitors are targeting keywords your ideal customers are searching for. Without knowing what those keywords are, you risk:
- Missing valuable organic traffic
- Creating content that doesn’t align with search demand
- Falling behind in competitive search rankings
Example
Imagine you own a landscaping business in Bristol. Your website ranks for “garden design Bristol” but competitor research reveals top competitors also rank for:
- “Patio installation Bristol”
- “Artificial grass laying Bristol”
- “Driveway paving contractors Bristol”
These are high-intent keywords indicating users ready to buy. By identifying them, you can optimise service pages and create targeted blog posts, capturing wider market demand.
Step-by-Step Guide to Competitor Keywords Research
Step 1: Identify Your SEO Competitors
SEO competitors aren’t always your direct business competitors. They are websites ranking for keywords you want to target.
How to find them:
- Search your target keywords in Google and note the top 5-10 websites appearing.
- Use tools like Semrush Organic Competitors report or Ahrefs Competing Domains to see websites with overlapping keywords.
Step 2: Analyse Their Top Ranking Keywords
Using tools like Semrush, Ahrefs, or Ubersuggest:
- Enter your competitor’s domain.
- Navigate to their Top Organic Keywords report.
- Download the list to analyse.
What to look for:
- High-volume keywords driving most traffic
- Keywords with commercial intent (e.g. “buy running shoes online”)
- Low competition long-tail keywords (e.g. “best running shoes for flat feet men UK”)
Read also: SEO Writing Services
Step 3: Identify Keyword Gaps
These are keywords your competitors rank for but you don’t.
How to do it:
- Use Ahrefs Content Gap tool or Semrush’s competitor analysis SEO tool.
- Input your domain and competitors’.
- Filter results to identify:
- High-opportunity keywords (good volume, achievable competition)
- Keywords aligning with your services or buyer journeys
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Step 4: Analyse Search Intent
It’s not enough to list keywords; understanding intent is crucial.
For each keyword ask:
- Is it informational (e.g. “how to fix leaking tap”)?
- Navigational (e.g. “Screwfix tap washers”)?
- Transactional (e.g. “emergency plumber near me”)?
This helps you plan:
- Blog posts for informational queries
- Service pages for transactional queries
Step 5: Assess Their Content Strategy
Competitor keywords alone are data points. Analysing their content execution gives deeper insights.
- Read their top-ranking pages.
- Note content length, structure, tone, and media used (videos, images, infographics).
- Identify where you can improve or add unique value.
Step 6: Prioritise and Plan Content
Not all competitor keywords are worth targeting. Prioritise based on:
- Relevance to your services or products
- Search volume and keyword difficulty
- Business value – does ranking for this term lead to enquiries or sales?
Step 7: Implement and Monitor
Finally:
- Optimise existing pages with identified keywords
- Create new content to target gaps
- Monitor performance using Google Search Console and your SEO tool
- Adjust strategy based on results and evolving competition
Read also: Ads and SEO Services for Growth
Real-World Example: Strategic Application
Client: Independent gym in Manchester
Problem: Website ranked only for branded keywords
Action:
- Conducted competitor keyword research, identifying high-volume terms like “personal trainer Manchester city centre” and “strength training classes Manchester”.
- Created targeted landing pages for these services.
- Published supporting blog posts answering questions like “how to choose a personal trainer in Manchester”.
Result:
- Organic traffic increased by 210% in 6 months
- New service page enquiries accounted for 35% of monthly leads
Frequently Asked Questions (FAQs)
What is the best tool for competitor keyword research?
Tools like Ahrefs, Semrush, Ubersuggest, and SpyFu are top choices. They provide detailed competitor keyword data, traffic estimates, and content gap analysis features.
How often should I do competitor keyword research?
At least quarterly to stay updated on market trends, new keywords, and competitor strategy changes.
Can I target the exact same keywords as my competitors?
Yes, but analyse their content depth, backlinks, and authority. You must match or exceed their content quality and optimisation to rank competitively.
Conclusion
competitors keywords research is not just spying – it’s strategic insight. By understanding what drives your competitors’ traffic, you gain clarity to:
- Target realistic, revenue-generating keywords
- Fill gaps in your content and service pages
- Build a smarter, data-backed SEO strategy
At Evershare, we use advanced tools and deep competitor analysis to help clients outrank competitors and grow sustainably.
If you want to leverage competitor insights for your SEO success, get in touch with our team today.