Why Would You Want To Run Competitive Analysis Of Keywords?

If you are publishing content without knowing which keywordsWords or phrases that users type into search engines to find information. already drive traffic to competing sites, you are making prioritization decisions with incomplete information. SEO keyword competition analysis (also called competitive keyword analysis or keyword gap analysis) is the process of identifying the high-value keywords your competitors rank for, evaluating keyword competition, and using those findings to decide what you should target next.

In practice, it helps you answer four questions quickly:

• Which keywords are worth pursuing based on difficulty and business value?
• Which search terms are generating traffic for competitors right now?
• Where are competitors weak (keyword gaps you can win)?
• Which topics need better content to match search intentThe purpose behind a user’s search query.?

Key Takeaways

• Find proven keywords fast: Identify competitor keywords that already drive traffic and prioritize the ones aligned to your product, service, or content goals.
• Uncover keyword gaps: Competitive analysis highlights terms competitors rank for that you do not (or terms they do not cover well), creating clear content opportunities.
• Improve content planning: Competitor keyword analysis becomes a practical roadmap for what to publish, update, or consolidate.
• Make smarter difficulty decisions: “Keyword competition” is not just a metric; it is a SERP reality check, what you must outperform to rank.

What Is SEO Keyword Competition Analysis?

SEO keyword competition analysis is the process of researching the keywords competitors target and rank for, then assessing which of those keywords you can realistically win and which ones require a different strategy (long-tail variations, stronger content, better links, or different intent).

Many guides define this as finding valuable keywords competitors rank for that you do not, which makes it a core method for identifying new keyword opportunities and content gaps.

What it is not: copying a competitor’s keyword list and publishing similar pages. The point is to understand why competitors perform well and then build something better, more complete, clearer, and more aligned to search intent.

Why Would You Want To Run Competitive Analysis Of Keywords?

You run competitive analysis of keywords to make your SEO strategy more evidence-based. Instead of guessing what to write, you learn which themes, pages, and queries already earn traffic in your nicheA specific segment of the market targeted by affiliates to promote products or services.. This can reveal:

• How competitors position their offerThe specific product or service being promoted by affiliates. (the language and problems they emphasize)
• Which keywords consistently drive visits (and the content formats that win)
• Where your site is missing coverage (keyword gaps and underserved topics)
• Where competitors are vulnerable (thin pages, outdated posts, or unclear intent matches)

In other words, it is faster to improve when you are reacting to real SERP conditions rather than assumptions.

Step-By-Step: How To Analyze Competitors' Website Keywords

If you want to analyze a competitors website keywords reliably, follow this workflow. It mirrors the structure used in strong competitor keyword guides: collect → organize → evaluate → act.

Step 1: Identify The Right Competitors (Direct And SERP Competitors)

Start with two lists:

1. Direct competitors (same product/service category)
2. SERP competitors (the domains that actually rank for your target topics, even if they are not a direct business competitor)

A practical shortcut: search your most valuable commercial and informational queries and list the domains that repeatedly appear on page one. This is aligned with broader competitor-analysis best practice: begin with who ranks for “money” terms and relevant topics.

Step 2: Collect Competitor Keyword Data

Use one of these approaches:

• Ahrefs / Semrush / SE Ranking / Moz to export competitor organic keywords
• A “keyword gap” style report (your domain vs competitors) to quickly isolate missing terms

Export fields to include:

• Keyword
• Current ranking position
• Estimated traffic (if available)
• Search volume
• Keyword difficulty (or competition metric)
• URL ranking for the keyword
• Intent (informational/commercial/transactional/navigational)

Step 3: Clean And Cluster The List (Remove Noise, Group By Intent)

Raw exports include irrelevant terms, brand terms, and low-value variations. Clean your list by:

• Removing non-relevant topics and competitor brand terms (unless you intentionally target comparisons)
• Grouping keywords by topic cluster (same intent, same “answer”)
• Marking each cluster’s likely content type (guide, template, list, product page, comparison)

This step is where strategy appears: one cluster typically maps to one primary page (not one page per keyword).

Step 4: Evaluate “Keywords Competition” Using SERP Reality, Not Only A Score

“Keyword competition” is often summarized as difficulty, but top guides emphasize looking at the SERP and understanding why competitors are winning.

For each priority keyword/cluster, review:

• Who ranks in the top 5 and what their content format is
• Depth and quality (original research, visuals, templates, examples)
• Top-ranking page intent match (is Google rewarding definitions, how-to steps, product pages, or comparisons?)
• SERP featuresEnhanced results on the SERP, such as featured snippets, knowledge panels, and local packs. (featured snippets, “People also ask,” videos) and what content earns them

A keyword can look “easy” in a tool but still be hard if the top results are extremely authoritative or perfectly matched to intent.

Step 5: Turn Insights Into An Action Plan (Win, Improve, Or Avoid)

For each cluster, decide one of three actions:

1. Win now: You can create a better page quickly (clearer structure, stronger intent match, better examples).
2. Improve to compete: You need stronger authority signals (links, topical depth, internal linkingLinks that connect different pages on the same website.) before you can win.
3. Avoid or re-angle: The SERP intent does not match your offer; target a different stage of the funnel (long-tail variants, comparison intent, or use-case keywords).

What To Look For In Competitor Keyword Wins

When competitors rank well, it is usually because they combine keyword targeting with page quality and structure. Competitor analysisEvaluating the strengths and weaknesses of competitors’ SEO strategies. frameworks often recommend reviewing top-performing pages to understand how topics are laid out and what makes the page useful.

Use this checklist on the top competitor URL for each cluster:

• Does the page answer the query in the first 2–3 paragraphs?
• Does it include a step-by-step process (not just definitions)?
• Does it provide examples, screenshots, or templates?
• Are there clear subheadings that mirror user questions?
• Does it internally link to supporting content?

If you can out-explain, out-structure, and better satisfy intent, you can often beat “bigger” domains, especially on long-tail variations.

Tools To Use For Competitive Keyword Analysis

Most competitor keyword guides recommend using established SEO toolsSoftware and online tools used for various aspects of SEO, such as keyword research and link buildin... to collect keyword and ranking data, then using metrics like search volume and difficulty to prioritize.

A practical tool stack:

• Ahrefs for competitor keyword and site performance exploration
• Semrush for keyword overview and keyword gap-style comparisons
• SE Ranking for competitor keyword analysis workflows and rank tracking
• Google Keyword Planner for additional keyword ideas and paid-competition context

Common Mistakes To Avoid

1. Treating difficulty as the decision instead of checking the SERP
2. Targeting too many keywords with one page without intent alignment
3. Copying competitor headings rather than improving the content
4. Ignoring internal linking (often the difference between ranking page 2 and page 1)

Frequently Asked Questions

What is a competitor keyword analysis?

It is the process of studying the keywords competitors rank for to identify opportunities you are missing and to prioritize which keywords you should target next.

Is competitor keyword analysis the same as keyword gap analysis?

They are closely related. Many resources treat competitor keyword analysis as a method for discovering keyword gaps, terms competitors rank for that you do not, so you can build a plan to close those gaps.

What metrics matter most when evaluating keyword competition?

At minimum: search volume, ranking position, and difficulty/competition metrics. In practice, you should also review the actual SERP to understand content type, authority, and intent match.

How often should you run SEO keyword competition analysis?

Quarterly is a strong baseline for most sites. Run it monthly if you are in a fast-moving niche, publishing frequently, or actively trying to overtake competitors on priority topics.

Turn Competitive Keyword Insights Into Rankings And Revenue

Running a competitive analysis of keywords is one of the fastest ways to make SEO decisions based on evidence instead of instinct. When you analyze competitors website keywords, you uncover what already works, where gaps exist, and what “winning” looks like on the SERP. Combine that insight with a realistic evaluation of keyword competition, and you can prioritize content that is both attainable and impactful.

If you want a faster path from competitor keyword data to an actionable SEO plan, Bliss Drive’s SEO Competitive Analysis can help you identify who you’re really competing against in Google, what keywords and pages are driving their growth, and where the highest-impact gaps exist, so you can prioritize content and optimization with confidence.

Don't underestimate the power of informed, strategic keyword choices in boosting your online presence.