How To Analyse Keyword Competition

Categories: Knowledge Centre

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What Is Keyword Analysis?

Keyword analysis is the foundation of any SEO campaign. It involves researching and evaluating various keywords to determine which ones you should target. This process helps in understanding the search volume, organic search potential, and overall SEO competition. A thorough keyword analysis gives you insights into the competitive landscape and helps you strategise your SEO efforts effectively.

Tools for Analysing Keyword Competition

Several tools are available to assist in keyword research and competitor analysis. Here are some of the most popular ones:

Moz’s Keyword Explorer: This tool provides a comprehensive overview of keyword difficulty, search volume, and organic CTR. It also offers SERP analysis to help you understand what type of content ranks for your target keywords.

Ahrefs: Known for its extensive backlink database, Ahrefs also offers detailed keyword analysis. It provides metrics like keyword difficulty score, search volume, and competitive analysis.

SEMrush: This tool offers a variety of features, including keyword research, competitor analysis, and SEO audit. SEMrush can help you identify keyword opportunities and analyse your SEO performance metrics.

Google Keyword Planner: A free tool by Google, it provides data on search volume and keyword trends. It’s essential for understanding the search landscape and planning your SEO strategy.

Advanced Tools and Techniques

In addition to the tools mentioned above, consider incorporating these advanced options into your analysis:

Ubersuggest and SpyFu: Ubersuggest excels in identifying organic competitors and analysing their keywords and gaps. SpyFu offers detailed competitor data, including the number of organic keywords competitors rank for and inbound clicks from Google. These tools can help identify new keyword opportunities and understand the competitive landscape.

Content Gap Analysis: Tools like Ahrefs’ Content Gap identify keywords your competitors rank for but you don’t, revealing new opportunities. Balancing search volume and competition is crucial to target keywords aligning closely with your business goals.

Evaluating Keyword Difficulty

Keyword difficulty is a crucial metric in keyword analysis. It indicates how challenging it would be to rank for a specific keyword. Tools like Moz, Ahrefs, and SEMrush provide a keyword difficulty score based on various factors such as the number of backlinks, domain authority of ranking sites, and the content quality.

In-Depth SERP Analysis

The Search Engine Results Pages (SERPs) are the battleground for SEO success. By analysing the SERPs, you can gain insights into what type of content is currently ranking and why. Here’s how to conduct a thorough SERP analysis:

Search Intent: Understanding and aligning with search intent is crucial. Analyse the SERP to see the types of content ranking for your target keywords and ensure your content matches this intent.

Examine the Top Ranking Pages: Look at the top 10 results for your target keyword. Analyse their domain authority, page authority, and the overall quality of their content.

Check for SERP Features: Identify any SERP features like featured snippets, knowledge panels, or people also ask boxes. These features can influence click-through rates and overall organic traffic.

Content Type and Format: Note the type of content that ranks well. Is it blog posts, videos, product pages, or something else? This information will guide your content strategy.


How to analyse keyword competition

Competitive Analysis and Benchmarking

To outrank your competitors, you need a deep understanding of their SEO strategy. Competitive analysis involves evaluating your competitors’ strengths and weaknesses. Here are some key aspects to consider:

Competitor Keywords: Identify which keywords your competitors are ranking for. Tools like Ahrefs and SEMrush can help you uncover these competitive keywords.

Backlink Analysis: Use tools like Ahrefs’ Site Explorer and Moz Link Explorer to analyse your competitors’ backlink profiles and identify high-quality link opportunities. Look for sites linking to your competitors but not to you to aid in developing a robust link-building strategy.

Content Analysis: Evaluate the content quality of your competitors. Look at factors like readability, depth, and engagement to identify gaps in your own content.

Assessing Keyword Potential and Opportunities

Not all keywords are created equal. Some might have high search volume but also high competition. Others might have lower competition but less traffic potential. Assessing the keyword potential involves balancing these factors:

Search Volume: High search volume keywords can drive more traffic but are often more competitive.

Long-Tail Keywords: These are typically less competitive and more specific. They might not drive as much traffic individually but can collectively contribute significantly to your organic traffic.

Keyword Relevance: Ensure the keywords you target are relevant to your business and audience. Irrelevant keywords, even if they have high traffic, won’t lead to conversions.

Optimising Content for SEO

Once you’ve identified the right keywords, the next step is to optimise your content. Here’s how to do it:

Keyword Density: Use your target keywords naturally throughout your content. Avoid keyword stuffing, which can harm your SEO.

On-Page SEO: Optimise your title tags, meta descriptions, headings, and alt text with your target keywords.

Content Quality: Ensure your content is informative, engaging, and provides value to the reader. High-quality content is more likely to attract backlinks and rank well in SERPs.

Monitoring and Adjusting Your SEO Strategy

SEO is an ongoing process. Regularly monitor your keyword rankings and adjust your SEO strategy as needed. Use tools like Google Analytics and Search Console to track your performance and make data-driven decisions.

Key Takeaways on Analysing Keywords for SEO

Understanding keyword competition is key to a successful SEO strategy. By analysing keyword competition, you can gauge how many sites are ranking for these keywords and the quality of those sites. Tools like Moz’s Keyword Explorer and Ahrefs provide “Keyword Difficulty” scores, helping you understand the challenge of ranking for specific keywords. Examining search results pages (SERPs) to see the type of content that ranks can also provide insights into what Google considers relevant and authoritative.. Remember to focus on keyword relevance, content quality, and SEO metrics to achieve long-term success.

Other related articles on this subject. 

Backlinko’s SEO Competitor Analysis: Backlinko’s guide emphasizes the importance of competitor content analysis, backlink strategies, and keyword targeting. It offers step-by-step instructions and real-world examples to illustrate effective competitor analysis techniques.

Ahrefs Blog on Keyword Competitive Analysis: Ahrefs offers a detailed guide on how to analyze keyword competition, focusing on metrics like search volume, keyword difficulty, and organic traffic potential. They provide practical tips and examples to help understand and apply these concepts effectively.


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