Competitor Insight
Discover which keywords drive traffic to any competitor—then add the best ones to your own tracking.
Quick start
1. Enter the competitor domain (e.g., competitor.com)
2. Select the target country
3. Click Analyse
4. Use filter pills to find opportunities, then click + to add keywords to your tracking
Understanding the display
The analysis returns three components: summary metrics, a SERP feature chart, and a keyword table.
Summary metrics
| Metric | Meaning |
| Organic keywords | Total keywords where this domain ranks in Google |
| Traffic | Estimated monthly visitors from organic search |
| Traffic cost | Value of this traffic if purchased via Google Ads |
| Avg CPC | Average cost-per-click for these keywords |
| New | Keywords where ranking appeared recently |
| Improved | Keywords where position moved higher |
| Declining | Keywords where position dropped |
| Lost | Keywords where ranking disappeared |
Keyword table columns
| Column | Description |
| Keyword | The search term |
| Position | Current ranking in Google (1 = top result) |
| Trend | Direction of change: new, improved, declining, or stable |
| Difficulty | How hard it is to rank (0–100, lower = easier) |
| Volume | Monthly search volume |
| CPC | Average cost-per-click in Google Ads |
| Intent | Search intent: C (Commercial), I (Informational), T (Transactional), N (Navigational) |
| Details | Expand to see URL, title, description, bid data, and search volume trend |
| Add | Click + to add this keyword to your tracked domains |
What should I do next?
Filter pills above the table highlight different keyword opportunities. Each reveals a specific type of competitive intelligence.
| Filter | Action |
| Quick Wins | Low difficulty (<35) with decent volume (>100). Add these first—fastest path to rankings. |
| High Value | Top 20% volume with commercial or transactional intent. Worth the effort for revenue impact. |
| Opportunities | Competitor keywords declining with volume >500. Strike while their position weakens. |
| Battleground | Position 11–20. Just off page one—small improvements deliver big visibility gains. |
| New | Keywords the competitor started ranking for recently. Spot emerging content strategies. |
| Declining | All declining keywords. Identify content they are neglecting. |
Using the filters
Filter pills
Click any pill to filter the table. The count beside each pill shows how many keywords match that criteria. Click "All" to return to the full list.
Keyword search
Type in the search box to filter keywords containing specific text. This combines with the active filter pill.
Sorting
Click any column header to sort. Click again to reverse the order. Sortable columns: Keyword, Position, Difficulty, Volume, CPC.
Adding keywords to tracking
5. Find a keyword worth tracking
6. Click the + button in the Add column
7. If multiple domains exist, select the target domain from the dropdown
8. The button changes to a tick when added successfully
Viewing keyword details
Click the expand button (chevron) in any row to reveal additional information:
• Ranking URL and page title
• Meta description
• Low and high bid estimates
• Ad competition percentage
• SERP features present
• 12-month search volume trend chart
Exporting data
Click Export CSV to download all keyword data. The export includes all loaded keywords, not just the current filter view.
Working with large datasets
Competitor Insight loads keywords in batches of 1,000. For domains with more keywords, a "Load More" button appears below the table. Options:
• Load Next 1,000 Keywords: Fetches one more batch
• Load All Remaining: Fetches all batches sequentially
Filter pills update their counts as more data loads.
Troubleshooting
No results found
The domain has no organic rankings in the selected country, or the domain format is incorrect.
• Enter domain only (competitor.com), not full URLs
• Try a different country if the competitor targets other markets
• Verify the domain is spelled correctly
Analysis is slow
Large competitors with thousands of keywords take longer to process. Initial results appear within 30 seconds. Use filter pills to work with the first batch while additional data loads.
Cannot add keyword
No domains exist in the current workspace.
• Add a domain in the Search Groups section first
• Verify the correct workspace is selected
FAQ
How often does competitor data update?
Data reflects the latest available from the ranking database, typically updated monthly. Trend indicators compare to the previous month.
What does difficulty measure?
Keyword difficulty (0–100) estimates how hard it is to rank on page one. Lower scores mean easier opportunities. The score considers factors like domain authority of current ranking sites.
Why do some keywords show N/A for difficulty?
Difficulty data is not available for all keywords, particularly low-volume or newly discovered terms.
Can multiple competitors be analysed at once?
Competitor Insight analyses one domain at a time. Run separate analyses for each competitor, then export and compare the CSV files.
Getting help
Contact support for persistent issues