How to Find Competitor Keywords: 7 Free and Paid Tools (2026)

Want to know which keywords send search traffic to other websites? In 2008 we used Compete Site Analytics, which showed the top five keywords for any domain. Compete shut down years ago, but finding competitor keywords is now easier and far more detailed. Here’s how to do it in 2026.

Quick answer: Enter a competitor’s domain into an SEO tool such as Ubersuggest, Semrush, Ahrefs or SpyFu to see the keywords it ranks for, estimated traffic and ranking positions. For a free start, use Ubersuggest’s limited daily searches or Google Keyword Planner’s “Start with a website” option. Then run a keyword gap analysis to find terms competitors rank for and you don’t.

Best tools to find competitor keywords

• Ubersuggest: free daily searches show a domain’s top keywords, positions and top pages.
• Semrush: Organic Research and Keyword Gap reports with a huge database; limited free account.
• Ahrefs: Site Explorer’s Organic keywords and Content Gap; free Webmaster Tools for your own sites.
• SpyFu: strong for both organic and paid (Google Ads) competitor keywords.
• Google Keyword Planner: in Google Ads, choose Discover new keywords > Start with a website and enter a competitor URL.
• Similarweb: shows traffic sources and top search terms for larger sites.
• Google itself: search your topic and note who ranks, what headings they use and “People also ask” questions.

How to find competitor keywords step by step

1. List your real search competitors: sites ranking for your main topics, not just business rivals.
2. Pull their organic keywords in one of the tools above and sort by traffic.
3. Check top pages to see which articles bring them the most visits.
4. Run a keyword gap: compare your domain with 2-3 competitors to find keywords they rank for and you don’t.
5. Prioritise: pick keywords with clear intent, reasonable difficulty and a fit with your expertise.
6. Create or refresh content that answers the search better than what’s ranking.

Tips

• Traffic numbers in these tools are estimates; use them to compare, not as exact figures.
• Check your own real keywords in Google Search Console’s Performance report.
• Don’t copy competitors’ content; find angles they missed.

Learn more about the types of keyword research and read the guru guide to keyword research. Avoid targeting the same keyword with several posts: here’s how to fix keyword cannibalization.

FAQ

Can I see competitor keywords for free?

Yes, with limits: Ubersuggest, Semrush and Google Keyword Planner all have free options.

How accurate are competitor keyword tools?

Rankings are fairly reliable; traffic and search volumes are estimates.

What is a keyword gap analysis?

A comparison showing keywords your competitors rank for that your site doesn’t.

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