Best Competitor Keyword Research Tools and Why You Should Use Them

‍

When I first started working with SEO, the number of competitor keyword research tools was overwhelming. I soon found that each tool has its own mix of features, benefits, and useful insights.

And trust me, picking the right one can make or break your optimization efforts. I’m going to share eight of the best competitor keyword research tools that I have relied on (and tested) over the years.

By the end, you will know what each tool does best and whether it fits your needs.

Also read: Our guide to the best SEO tools

Why Competitor Keyword Research Matters

Competitor keyword research is the foundation of effective SEO. Without it, you end up guessing what your audience prefers instead of letting accurate data guide your work. Analyzing competitor keywords also reveals hidden opportunities for your own content strategy.

Below are some reasons this process is important:

• Identify gaps in your content – If you don’t know what your competitors are ranking for, you might miss out on traffic from keywords that are not well covered.
• Benchmark your performance – You cannot measure progress unless you compare your position with that of your rivals.
• Gain an edge over competitors – Knowing your competitors’ strengths and weaknesses gives you a valuable advantage.

The 8 Tools You Should Know About

1. SEO.AI

I work at SEO.AI, so it’s no surprise that I’m mentioning it, but I still believe it’s one of the best tools in this space. SEO.AI is currently ranked the #1 platform for AI SEO, with advanced AI built to write and optimize for search engines. Its AI SEO assistants help write and optimize everything—from descriptions and articles to product feeds—so you can appeal to both users and algorithms.

What sets SEO.AI apart for competitor keyword research is that it pairs AI-generated content with data-driven insights so you can pinpoint the right keywords faster. Then, the platform helps you implement these keyword hints instantly across your site. Here’s what I find most helpful:

• Data Insights and AI: Pinpoint which keywords are critical for competing in your niche, then auto-generate optimized content at scale.
• SEO Score: Tells you exactly what to do when generating new or optimizing existing content—no guesswork needed.
• Built-In AI Chat: Eliminates the need to copy/paste and switch tabs; you can write and edit faster directly in the platform.
• Product Feed Optimization: The AI can enrich every attribute in your product feed, giving you more clicks and better visibility in Google Shopping and Free Listings.

If you want a powerful blend of AI-assisted writing and competitor-based optimization, SEO.AI offers a robust solution. Plus, you can try it out for free and see if it fits your workflow.

2. Semrush

Semrush is often described as an “all-in-one SEO and marketing suite”. The reason I keep returning to it is the wide range of functions it provides. It does more than just competitor keyword research; it also handles site auditing, rank tracking, social media scheduling, and more.

For competitor keyword analysis in particular, Semrush’s “Organic Research” feature stands out.
Here’s what I find most helpful:

• Keyword Gap: Lets me compare several competitors side-by-side so I can spot overlapping and exclusive keywords.
• Position Tracking: Displays how certain keywords rank over time and compares those rankings with competitors.
• Competitive Dashboard: Offers a quick look at my main competitors and their share of traffic in the niche.

3. Ahrefs

Next on the list is Ahrefs, a major player in SEO. I particularly appreciate Ahrefs for its detailed backlink analysis. In fact, I believe it is one of the best options for link analysis. When it comes to competitor keyword research, it performs very well.

Site Explorer is the key feature:

• You enter a competitor’s domain, and Ahrefs quickly delivers organic keywords, traffic estimates, and the top-performing content from that domain.
• Content Gap Tool: Much like Semrush’s Keyword Gap, this tool shows keywords for which competitors rank but your site does not.

4. SpyFu

When my focus is on the keywords competitors use in Google Ads, SpyFu is hard to beat. It concentrates on paid search and, although it is more limited than Semrush or Ahrefs, that focus makes it very effective for managing PPC campaigns.

Key reasons I like SpyFu:

1. AdWords Research: Shows which keywords competitors are targeting in pay-per-click campaigns and reveals their spending.
2. Keyword Spy: Lets me look at historical ad variations to see what worked well for others and what did not.
3. SEO Recon: Provides organic keyword data and ranking positions for competitor websites (although it isn’t as detailed as some other tools).

5. Moz

Moz is a long-established name that still holds significant value. While its link analysis may not match Ahrefs or Semrush in direct comparisons, Moz’s keyword research tools and domain authority metrics (such as Domain Authority and Page Authority) remain essential to me.

Moz Keyword Explorer is where I focus on competitor-based keyword research. When I enter a competitor’s URL, I get a selection of potential keywords associated with that domain.
Then there is Moz Pro, which includes:

• Rank Tracking: Provides daily or weekly updates on your position compared to your competitors.
• Keyword Difficulty: Assists in assessing how challenging it will be to rank for a certain keyword so I know if it is worth pursuing.
• Search Visibility Score: Offers an overview of a website’s overall performance in search engines.

6. Serpstat

Serpstat is one of those all-in-one platforms that many people overlook, but I have found it very useful for smaller agencies or individuals on a tight budget. I use Serpstat for competitor keyword analysis because it brings several useful features together:

• Keyword Research: Handles competitor rank tracking, keyword difficulty, and SERP analysis within one dashboard.
• Site Audit: Offers an overview of technical issues, though it does not provide the most detailed analysis.
• Backlink Analysis: Not as extensive as Ahrefs, but enough to identify where a competitor’s authority might be coming from.

7. Ubersuggest

Ubersuggest, owned by Neil Patel, has changed a lot from its original, simpler version. Today, it is a multipurpose SEO tool, even though it has fewer features than Semrush or Ahrefs. That does not mean it isn’t worth your time.

Key strengths of Ubersuggest

• Keyword Overview: Easy to understand, it provides search volume, competition levels, and content ideas for each keyword.
• Competitor Analysis: Offers a snapshot of top competitor pages along with estimated traffic and inbound links.
• Site Audit: Provides a quick look at potential site improvements.

8. Majestic

I would be remiss if I did not mention Majestic. It is known primarily for its extensive backlinks database. The Trust Flow and Citation Flow metrics are well recognized in the SEO community. Although Majestic does not offer the same depth of competitor keyword analytics as Semrush, it is excellent for finding websites that link to your competitors but not to you.

Backlinks are closely connected to the content that ranks well. If a competitor’s content has many high-quality links, you might be missing out on similar ranking opportunities. Majestic makes it easy for me to identify those linking patterns.

Which Tool Fits Your Needs?

Below is a table summarizing the main strengths of each platform. It might help you decide which tool is best for your specific situation:

‍

Practical Tips for Maximizing These Tools

Each tool fits best at a particular stage of my SEO work. Here is how I typically use them in a project:

1. Initial Competitor Discovery
   • I start with Semrush or Ahrefs to identify top competitors by domain.
   • Sometimes I perform a simple Google search on relevant keywords to spot potential rivals, then plug those domains into my chosen tool.
2. Backlink Recon
   • If one competitor is outranking me, I check Ahrefs or Majestic to see if strong backlinks are fueling that page.
   • I note the linking pages so I can either reach out or create similar content to attract those links (often called the skyscraper technique).
3. Keyword Vetting
   • After gathering a large list of competitor keywords, I use the Keyword Difficulty metrics in Moz or the Keyword Overview in Ubersuggest.
   • I prioritize keywords with medium to low competition because that is where I usually find opportunities.
4. Paid Ad Validation
   • If a competitor appears high organically and is also investing in specific keywords through PPC, I use SpyFu to check whether those keywords are paying off for them.
   • A high PPC spend often signals a profitable opportunity.
5. Content Strategy
   • Finally, I select the best keywords from my research and plan a content calendar.
   • I often review top-performing competitor blog posts using Ahrefs or Semrush’s content explorer to understand how detailed my articles should be.

Case in Point: Learning from a Real Example

A while back, I was advising a small e-commerce store specializing in organic skincare. They competed with major industry players who had large advertising budgets and strong SEO profiles. Initially, they had no clear idea which keywords to target because most seemed too competitive.

Here is what I did:

1. I used Semrush to gather competitor data and found that the main competitors were ranking for a mix of high, medium, and unexpectedly low-competition keywords.
2. I switched to SpyFu to check their PPC spending. Seeing significant investment on certain keywords confirmed that those keywords had good conversion potential.
3. I then cross-checked these keywords with Ahrefs to assess organic difficulty and potential traffic.
4. Finally, I used Moz to compare domain authority metrics. It turned out the client’s site could improve, but it was not too far behind. We then selected medium-difficulty keywords that we believed could be ranked for within a few months.

The outcome was promising. Within three months, the client secured solid positions for several of those keywords, and organic traffic began to rise.

FAQ

What are competitor keyword research tools?

Competitor keyword research tools are digital platforms or software that help you analyze the keywords your competitors are using to rank in search engines. These tools provide insights into the keywords that drive traffic to your competitors' websites, allowing you to optimize your own content strategy.

Why is competitor keyword research important?

Competitor keyword research is crucial because it helps you understand the strategies your competitors are using to attract traffic. By identifying these keywords, you can uncover opportunities to target similar or related keywords, improve your search engine rankings, and increase your website's visibility.

How do I choose the best competitor keyword research tool?

When choosing a competitor keyword research tool, consider factors such as the tool's features, ease of use, data accuracy, and pricing. Look for tools that offer comprehensive keyword analysis, competitor comparison, and actionable insights to enhance your SEO strategy.

Can competitor keyword research tools improve my SEO strategy?

Yes, competitor keyword research tools can significantly enhance your SEO strategy by providing valuable insights into the keywords that are working for your competitors. This information allows you to refine your keyword targeting, optimize your content, and ultimately improve your search engine rankings.

Are there free competitor keyword research tools available?

Yes, there are free competitor keyword research tools available, although they may offer limited features compared to paid versions. Free tools can be a good starting point for small businesses or individuals looking to explore keyword opportunities without a significant financial investment.