Competitor keyword research is the SEO version of peeking at someone’s test answers… except it’s allowed, ethical, and your teacher (Google) actually expects you to study. The problem? If you copy everything, you’ll also copy the stuff that doesn’t matter, doesn’t convert, or doesn’t fit your business. And then you’ll wonder why your traffic went up but your revenue stayed asleep.
This guide shows you how to choose which competitor keywords to target (the ones that can grow your business) and which ones to ignore (the ones that waste time, budget, and sanity). We’ll keep it practical, intent-focused, and friendly to both Google and Bingwithout keyword stuffing, robotic templates, or “Dear reader, let us embark…” vibes.
Why Competitor Keywords Are Both a Shortcut and a Trap
Competitor keywords can be a shortcut because they’re already proven: your rivals rank for them, so you know people search those terms. But competitor lists are also a trap because they mix together:
- Keywords that match your audience (gold)
- Keywords that match your competitor’s audience (meh)
- Keywords that match nobody’s buying intent (fluffy cotton candy)
- Keywords dominated by brands, SERP features, or weird intent (the “why are we even here?” bucket)
The goal isn’t to “steal their keywords.” The goal is to choose the right battles: the keywords where you can create something meaningfully better, more relevant, or more trustworthyand where winning would actually move your business forward.
Step 1: Make Sure You’re Comparing Against the Right “Competitors”
Your real search competitors are the sites that show up when your customers searchnot necessarily the companies you complain about in meetings. In SEO, your competitor might be:
- a giant marketplace (Amazon, Yelp, Zillow)
- a publisher (Healthline-style informational dominance)
- a niche blog that quietly owns “how-to” topics
- a tool company ranking with templates and calculators
Quick check
Pick 5–10 high-value queries you want to win. Google them. The domains that keep appearing are your true SERP competitors. Those are the ones whose keyword profiles are worth studying.
Step 2: Map Keywords to Your Funnel (So You Don’t Chase Empty Calories)
A competitor keyword is only worth targeting if it fits your customer journey. A simple funnel mapping keeps you honest:
- Awareness (Informational intent): “what is,” “how to,” “why does,” “examples,” “ideas”
- Consideration (Commercial intent): “best,” “top,” “vs,” “reviews,” “alternatives,” “pricing”
- Decision (Transactional intent): “buy,” “near me,” “book,” “quote,” “free trial,” “discount”
- Retention (Support intent): “how to use,” “troubleshooting,” “reset,” “settings”
Here’s the punchline: the best competitor keywords aren’t always the highest-volume ones. They’re the ones where your offer fits the intent and the “next step” is natural.
Step 3: Run a Keyword Gap, But Don’t Stop at the Spreadsheet
Keyword gap analysis (sometimes called content gap) is where you find keywords your competitors rank for that you don’t. Most SEO tools make this easybut the tool is only the shovel. You still have to decide whether the treasure is real or just a shiny bottle cap.
What to pull from a competitor keyword report
- Competitor pages ranking for clusters (not just single keywords)
- Keyword groups by intent and topic (not an unorganized 2,000-row export)
- Position ranges (where they rank #1 vs. where they’re barely hanging onto page 1)
- SERP features (AI answers, featured snippets, local packs, shopping results)
Pro-tip: keywords where competitors rank positions 4–15 can be especially interesting. That often signals opportunitygood demand, but the SERP isn’t “locked” by a single unstoppable page.
Step 4: Score Every Keyword Like You’re Spending Real Money (Because You Are)
To decide which competitor keywords to target, use a simple scoring system. Nothing fancy. Just consistent.
A practical 4-score framework
- Relevance: Does this keyword match what you actually sell or provide?
- Intent fit: Does the SERP show the kind of page you can credibly create (and should)?
- Business value: If you ranked, would the traffic likely convertor just browse?
- Feasibility: Can your site realistically compete (authority, content depth, links, UX)?
You can score each from 1–5 and prioritize the highest totals. This keeps you from falling in love with “cool keywords” that don’t pay rent.
Step 5: The “Should Target” ListKeywords That Usually Make Sense
Let’s get specific. Here are competitor keyword types that are commonly worth targeting when they align with your brand and capabilities.
1) High-intent commercial keywords (with clear next steps)
Examples:
- “best project management software for contractors”
- “email marketing platform for nonprofits”
- “standing desk vs treadmill desk”
These tend to convert because the searcher is comparing options. If you have a real differentiator (price, features, niche expertise), these can be big wins.
2) “Alternatives” and “vs” keywords (when you can be fair)
Examples:
- “Brand A alternatives”
- “Tool X vs Tool Y”
These work best when you’re honest. If you turn every comparison into “We’re perfect and everyone else is a tire fire,” readers bounce. Bing and Google both reward content that actually helps users make decisions.
3) Problem-first keywords that match your product (pain before brand)
Examples:
- “why is my AC running but not cooling”
- “how to stop basement humidity”
- “inventory management mistakes small business”
These are great for top-of-funnel, but only if you build a real path forward: guide → checklist → tool → consult → product.
4) Keywords where competitors rank with weak, thin, or outdated content
If the top pages are shallow, stale, or missing key details, that’s your opening. “Better” can mean clearer, more complete, more current, and easier to usenot just longer.
5) Long-tail keywords that show clear intent and lower competition
Long-tail terms often have less volume, but stronger intent and faster wins. They also build topical authority when clustered properly.
Step 6: The “Shouldn’t Target” ListKeywords That Waste Your Time
Now for the tough love. Here are competitor keyword types you often should skipor at least postponeunless you have a very strong reason.
1) Competitor brand terms (usually not worth the fight)
Trying to rank for “CompetitorName pricing” or “CompetitorName login” is like opening a taco truck and advertising “Not McDonald’s.” You might get clicks, but intent is typically navigational. They’re looking for that brand, not you.
Exception: “CompetitorName alternatives” or “CompetitorName vs YourBrand” can be worth it if you can offer a genuinely helpful comparison.
2) Keywords with misaligned SERP intent
If Google is showing product pages and you’re planning a blog post, you’re bringing a spoon to a fork fight. Always check the SERP: format, angle, and what users expect.
3) “Ego keywords” that are broad, vague, and expensive to win
Examples:
- “CRM”
- “insurance”
- “kitchen ideas”
These can be valuable, but they’re often dominated by major brands, SERP features, and massive content ecosystems. If your site isn’t ready, start with more specific clusters and build your way up.
4) Keywords you can’t serve better than what already ranks
If the top results are outstanding (deep, accurate, fast, trusted), ask yourself: What can we add that’s truly different? If the answer is “We can change the font,” skip it.
5) Keywords that pull the wrong audience
Traffic that doesn’t match your offer can hurt conversion rates, confuse messaging, and make your analytics lie to your face. If the keyword attracts DIYers and you sell premium done-for-you services, it may not be a fitunless you intentionally build that segment.
Step 7: Use the SERP as Your Lie Detector
Keyword metrics are helpful, but the SERP tells the truth. Before you target a competitor keyword, check:
- Dominant content type: guides, category pages, tools, videos, forums?
- Dominant angle: budget, beginner, “2026,” near me, expert?
- Trust signals: medical/legal topics often demand stronger authority and sourcing
- SERP features: local pack, shopping, featured snippets, “People also ask”
If the SERP is crowded with ads, shopping units, maps, and AI answers, organic clicks may be lowereven if search volume looks great on paper. That doesn’t mean “don’t target,” but it does mean you should be strategic about which page you build and what success looks like.
Step 8: Build Topic Clusters, Not Random Posts
Competitor keyword targeting works best when you build topical authoritya cluster of pages that cover a subject from multiple angles and interlink naturally. Instead of chasing 40 unrelated competitor keywords, pick 3–5 clusters and go deep.
Example cluster: “competitor keyword analysis”
- Competitor keyword research: a step-by-step guide
- Keyword gap analysis: how to find content opportunities
- Search intent mapping: pick the right content format
- Keyword difficulty vs business value: what to prioritize
- Competitor pages audit: how to build something better
This approach helps Google and Bing understand what you’re aboutand helps humans binge your content like it’s a limited series with no cliffhanger regrets.
Step 9: A Simple Example (So This Isn’t Just “SEO Poetry”)
Scenario: You sell modern office chairs online. A competitor ranks for:
- “best ergonomic chair” (huge volume, brutal competition)
- “ergonomic chair for tall person” (clear niche)
- “how to fix lower back pain at desk” (informational)
- “Herman Miller Aeron alternative” (commercial)
- “chair mat for carpet” (related accessory)
What you should likely target first
- “ergonomic chair for tall person” → build a category + guide with sizing, seat depth, headrest needs, and model recommendations
- “Aeron alternative” → create an honest alternatives page with comparisons, pros/cons, and who each chair is best for
- “lower back pain at desk” → publish a helpful guide that naturally leads to “chair features that help” and a curated product selection
What you should postpone
- “best ergonomic chair” → target later after building authority with long-tail wins and clusters
What you should question
- “chair mat for carpet” → only if accessories are strategic; otherwise it may attract bargain shoppers who never buy chairs
Same competitor keyword list. Different decisions. Because you used intent, business value, and feasibilitynot vibes.
Step 10: Turn Keyword Targeting into an Action Plan
Once you’ve picked the right competitor keywords, turn them into a plan that’s actually doable:
- Choose 3–5 clusters tied to your products/services.
- Pick a “core page” for each cluster (guide, category, landing page).
- Add supporting pages (FAQs, comparisons, how-tos, templates).
- Refresh what you already have before publishing 30 new posts.
- Measure outcomes: rankings, clicks, conversions, assisted conversions, leads.
Competitor keywords shouldn’t become a giant to-do list that haunts you. They should become a curated roadmap that you can execute and improve.
Conclusion: Target Competitor Keywords with Strategy, Not FOMO
If there’s one takeaway from the “Best of Whiteboard Friday” mindset, it’s this: you don’t win by chasing every keyword your competitors touch. You win by choosing the keywords that match your funnel, match the SERP intent, and match what you can genuinely deliver better than what exists today.
Pick smart fights. Build clusters. Be useful. And remember: ranking is nice, but ranking for the right thing is the whole point.
Practitioner Notes: Real-World “Experience” Patterns Teams Run Into (500+ Words)
Below are common, real-world patterns that show up when teams start targeting competitor keywords. Think of these as the “field notes” you collect after you’ve stared at enough SERPs to see them in your sleep.
1) The “We Got Traffic… Why Is Nobody Buying?” moment
A team targets competitor keywords with big volumeusually informational queriesand celebrates the traffic spike. But conversions don’t budge. The culprit is almost always intent mismatch. If the content answers curiosity but doesn’t naturally connect to what you sell, the visit ends with “Neat!” and a closed tab. The fix isn’t to add ten popups. It’s to map informational pages to a next step that makes sense: a checklist, a calculator, a comparison page, a product finder, or a “best for” category that helps the reader decide.
2) The “Our competitor ranks with a terrible pageso why can’t we beat it?” surprise
This one hurts because it feels unfair. You build a better article, hit publish, and… nothing. Often the competitor page ranks because of site authority, strong internal linking, or historical trust. “Better content” is necessary, but it may not be sufficient. Teams that break through usually do two extra things: (a) they build a cluster around the topic so the page isn’t alone on an island, and (b) they improve the page’s usefulness with assets competitors don’t haveoriginal visuals, comparison tables, interactive tools, clearer UX, or expert review. The goal becomes “harder to ignore,” not just “longer.”
3) The “Keyword gap list = 4,000 ideas = paralysis” problem
Competitor keyword tools are excellent at one thing: producing a list that makes you feel behind. Teams often freeze because everything looks important when it’s in a spreadsheet. The winning move is to aggressively delete. If a keyword doesn’t fit your funnel, doesn’t match the SERP intent you can serve, or won’t matter to revenue, it goes out. You’re not building a library of the internet; you’re building a growth engine.
4) The “We’re targeting the keyword, but Google thinks we mean something else” headache
Sometimes a keyword looks perfect, but the SERP is weird: Google shows local results, shopping results, or a different interpretation of the phrase. Teams that succeed learn to treat the SERP like a contract. If the SERP is screaming “product category page,” don’t publish a blog post and expect a trophy. Either match the SERP or choose a different keyword variation where the intent is clearer.
5) The “We copied competitor keywords… and copied competitor strategy” trap
The sneakiest mistake is assuming competitors are right. They aren’t always. Some companies rank for topics because they’re big, old, or luckynot because the keyword is profitable. A smarter approach is to let competitor keywords inspire your list, then let your value proposition choose the final targets. If you win by being faster, cheaper, more specialized, or more trusted, your content should lean into that. The best competitor keyword strategy doesn’t imitateit differentiates. That’s how you end up with content that ranks and converts, instead of content that ranks and politely waves goodbye.
In other words: competitor keywords are a starting point, not instructions. Use them to discover demandthen use strategy to decide what to build.
