If you’re working on improving your website’s SEO, one smart move is to see what your competitors are up to—especially which keywords they’re targeting. Why? Because if it’s working for them, it might just work for you too.
Luckily, tools like SEMrush, Ahrefs, and Ubersuggest make this super easy. In this blog, I’ll walk you through how to find out what keywords competitors are using and how to use that data to boost your own SEO game.
Why Bother with Competitor Keywords?
Let’s keep it real—ranking on Google is tough! So why start from scratch when you can learn from others who are already doing well?
Here’s what competitor keyword research helps you do:
- Find content gaps on your site (what you’re missing but your competitors have)
- Stay updated on trending topics and search behavior
- Fine-tune your SEO strategy by targeting the right keywords
This is a great place to start if you’re wondering what are SEO keywords and how they can directly impact your traffic and content quality.
Consultation with services of SEO experts also helps, especially when you’re trying to identify the best strategies for your niche and get expert opinions on what keywords to prioritize.
Alright, let’s dive into each tool and see how you can use them like a pro.
SEMrush: Smart, Powerful, and Detailed
SEMrush is a goldmine when it comes to SEO data. Here’s how to use it to find what keywords competitors are using and apply that insight to your own site.
Step 1: Domain Overview
Head over to SEMrush’s Domain Overview tool and pop in your competitor’s website URL. You’ll instantly see data like total traffic, top pages, and—the best part—keywords.
Step 2: Go Deep with Organic Research
Click on the Organic Research tab. This is where the magic happens. You’ll see:
- The keywords your competitor ranks for
- Their positions in Google
- Monthly search volume
- Estimated traffic from each keyword
Use this data to find high-volume, low-competition keywords worth targeting.
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Step 3: Use the Keyword Gap Tool
Want to compare your site with multiple competitors at once? Try the Keyword Gap tool. It shows:
- Keywords they rank for (but you don’t)
- Shared keywords
- Opportunities you’re missing
This is super useful for discovering new blog or product page ideas.
Bonus: Check Paid Keywords
Go to Advertising Research to see if your competitors are running ads. Look at their paid keywords and ad copy—it’s another great way to understand their strategy.
Ahrefs: Clean, Sharp, and Super Useful
Ahrefs is another favorite in the SEO world, and it’s especially good for deep keyword analysis.
Step 1: Explore Their Site
Enter your competitor’s domain into Ahrefs Site Explorer and head to the Organic Keywords section. You’ll get a full list of what they rank for.
Tip: You can filter results by country, keyword difficulty, or search volume to find what’s relevant to you.
Step 2: Find Content Gaps
Click on Content Gap under “Site Explorer.” Add a few competitor domains and compare them with yours. Ahrefs will show you all the keywords your competitors rank for that your site is missing.
This is hands down one of the easiest ways to generate fresh content ideas.
Step 3: Discover Paid Keywords
If your competitor is doing PPC (Google Ads), check the Paid Keywords tab. It’s helpful for seeing what’s working for them and deciding if you should try it too.
Step 4: Group Keywords with Parent Topics
Inside Keywords Explorer, you can search a keyword and get related terms grouped by “Parent Topics.” This helps you write content that’s broad and complete—not just focused on one keyword.
Understanding what are search keywords helps you connect better with your audience’s intent and deliver exactly what they’re looking for.
Ubersuggest: Free, Simple, and Beginner-Friendly
If you’re just starting out or working with a small budget, Ubersuggest is a great place to begin. It’s easy to use and has just enough features to give you solid insights.
Step 1: Check a Competitor’s Domain
Type your competitor’s domain into Ubersuggest and hit search. You’ll get a snapshot of their:
- Organic traffic
- Top pages
- Keyword rankings
Step 2: Similar Websites and Keyword Gaps
Scroll down to Similar Websites. Here, Ubersuggest shows other sites with overlapping keywords—and their traffic too.
Use the Keywords Gap section to spot:
- Keywords your competitors rank for but you don’t
- Keywords that bring them traffic
If you’re new to SEO, now’s a good time to learn what is keyword research and how it guides your entire content strategy.
Step 3: Monitor and Compare
Add a few competitors to your Ubersuggest Projects dashboard. You’ll get weekly updates on their rankings and traffic so you can keep tabs on their progress (and yours too).
And if you ever need a quick DIY approach, here’s a pro tip: how to find keywords on competitor websites manually—simply visit their blog pages or top-ranking content and look at their titles, headings, and meta descriptions. This can often reveal the focus keywords they’re targeting.
Tips for Making the Most of Your Research
- Don’t just copy—analyze. Understand why a keyword works and how it fits your brand
- Prioritize keywords with high volume and low competition if you’re new
- Focus on user intent. Are people looking to buy? Learn? Compare? Tailor your content accordingly
- Keep a keyword spreadsheet for organizing ideas and tracking performance
Real-World Example: From Spy to Strategy
Let’s say you run a travel blog. One of your competitors ranks for:
- “Budget travel tips for Europe”
- “Cheap places to stay in Italy”
- “Best travel insurance for backpackers”
You check those keywords in SEMrush and Ahrefs and notice decent search volume. But your site has no content on travel insurance or budget stays in Italy.
Here’s your next blog post idea. Add a comparison table, a personal story, and a couple of affiliate links, and you’re good to go.
Final Thoughts
Knowing how to find out what keywords competitors are using can feel like unlocking a cheat code for your SEO strategy. With tools like SEMrush, Ahrefs, and Ubersuggest, you can gather real insights and apply them in your own unique way.
You don’t need to guess what your audience is searching for. Just check what’s already working for others and create content that’s even more helpful, more complete, and more aligned with your brand.
Whether you’re still learning what search keywords are or already writing content regularly, this process will keep your strategy sharp and relevant.
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