for your business website, blog, and advertising content can seem overwhelming. With so many resources out there, it can be hard to
pare down that keyword list and determine which keyword phrases will work best for you.

One way to narrow things down is to check out the keywords your competitors are using—especially the ones that are showing up on the first page of Google and other search engines. Now, I know this may seem a little unscrupulous, but it is a completely normal part of the search engine optimization process for companies looking to boost their rankings in search.

Will this alone allow you to soar past your business opponents to search engine domination? Not likely, but using the best keywords, along with creating high-quality content, and performing on-site SEO, and off-site linking, will do wonders for your online visibility.

4 Tools to Spy on the Competition

Here are four tools that will provide you with some valuable free keyword information. The first three also offer much more comprehensive and ongoing data with a paid subscription.


This is a great tool for many reasons, but we will talk about the keywords today. When you land on the website, you will see a large orange search bar that says “enter domain, keyword, or URL.” Here you can type in the URL address of a competitor and click the “search” button. You will then be taken to another page that will show you top organic and paid keywords (if any exist), as well as a wealth of other information. As a free service, you will only see a limited amount of information, but it is still very helpful for the overall picture.


Much like SEMrush, you can get some important information for free, including competition, competitor shared keywords, top keywords, and more. Of course, you can choose the more robust paid version to reveal full details. To get started, simply enter the competitor URL on the home page and you will be taken to a page with a plethora of information.


This is another handy tool to analyze your competition. Find PPC keywords, ads, competitors, keywords, and even do head-to-head comparisons between URLs. The free version is limited, but it will still provide five keywords without a paid account.

Google Keyword Planner

Of course, how could we not include the “go-to” keyword tool in our list? Google Keyword Planner offers a wealth of information on potential keywords and can also be used to see competitor keywords. This is a more difficult process, but Volume Nine does a good job of explaining it quickly (see #3).

Now that you have some tools to help you out, create a list of keywords based on your competitor research and add them to your master keyword list. Update your website content and SEO metadata, and create blog posts incorporating the new keywords you’ve found that are most relevant to your business. Monitor the results and tweak as needed.

No time to optimize your small business website for SEO? No problem. OpenVine has Boston SEO experts that can help perform on-site and off-site search engine optimization so you can get found more easily by potential customers online. Contact us today to learn more or get a free quote.

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