SEO Competitor Analysis: Analyzing Keywords & Competition
Anyone who wants to be visible in Google search cannot avoid a thorough SEO competitor analysis. Only those who understand why the competition ranks better can strategically catch up. In this article, we show you how to conduct a structured analysis using the SEO tool SE Ranking — from the initial URL evaluation to the ranking distribution of your competitors.
What is an SEO competitive analysis and why is it important?
An SEO competitive analysis shows you which websites already rank well for your target keywords — and more importantly: why. You find out how strong your competitors are, which keywords they use, and how much organic traffic they generate.
This knowledge is the foundation of every successful SEO strategy. Without context about the competition, you don't know what resources you need to land on page 1. A properly conducted SEO competitor analysis saves you time and budget — because you focus precisely where the leverage is greatest.
Key Takeaway: The SEO competitive analysis is not a one-time effort, but a strategic tool that you should use regularly.
Step-by-step guide: SEO competitor analysis with SE Ranking
Step 1: Define your target keyword and identify top results
The first step of any SEO competitor analysis begins with a classic Google search. Enter your target keyword — for example "Personal Training Cologne" — and note the top 3 to top 5 organic search results.
These pages are your direct competitors for this keyword. They have already convinced Google of their relevance — and that is exactly what needs to be analyzed.
Process overview:
– Start a Google search with your target keyword
– Identify the top 3 to top 5 organic results
– Copy the URLs of the competitors
Step 2: Analyze the competitor URL in SE Ranking
Open SE Ranking and navigate to the "Competitive Research" feature. Paste the copied URL of your competitor there and start the analysis.
SE Ranking provides you with a comprehensive overview of the domain's strength within seconds. Typical metrics:
- Monthly organic traffic: How many clicks does the page generate per month?
- Number of ranking keywords: For how many search terms is the domain already visible?
- Traffic value (in euros): What would it cost to buy this traffic through Google Ads?
- Backlink profile: How many external domains link to the page?
Key Takeaway: The traffic value is an excellent indicator of the strength of an organic ranking. A value of €20,000 means you would need to invest €20,000 per month in Google Ads to achieve the same traffic.
Step 3: Evaluate traffic history and development
SE Ranking shows you the historical traffic trend — typically over 18 months. A distinction is made between organic traffic (green) and paid traffic (blue).
Watch out for the following patterns:
- Rising traffic: The competitor is actively investing in SEO and growing.
- Stagnation or decline: There may be a weakness you can exploit.
- Growth in keywords but not in traffic: More content does not automatically mean more traffic — the quality of the keywords matters.
[LINK: How to properly plan content for SEO]
Step 4: Keyword competitor analysis — Export the keyword list
One of the most useful features in SE Ranking is the complete keyword list of your competitor. A thorough keyword competitor analysis shows you exactly which search terms the competition ranks for — including position, search volume, and estimated traffic.
How to use this list optimally:
1. Open the keyword list in SE Ranking
2. Export the list (e.g. as CSV)
3. Merge it with your own keyword research
4. Identify keywords you are not yet covering
Key Takeaway: Your competitor's keyword list is a goldmine for your content strategy. You will often find search terms there that you hadn't even had on your radar.
[LINK: Keyword research for beginners]
Step 5: Understand the backlink profile
Backlinks — external links pointing to a website — are still a central ranking factor. SE Ranking shows you both the number of referring domains and the total number of all backlinks.
Important: A single domain can set multiple backlinks. What matters, therefore, is the number of unique referring domains, as this provides a more realistic picture of link strength.
[LINK: Building backlinks — strategies for more domain authority]
Step 6: Analyze the ranking distribution of keywords
A particularly meaningful tool is the distribution of rankings by position. SE Ranking divides keywords into the following categories:
| Position | Meaning |
|---|---|
| Top 1–5 | Highest visibility, most clicks |
| Positions 6–10 | Still on page 1, but significantly less traffic |
| Positions 11–20 | Page 2, barely any organic traffic |
| Positions 21–50 | Barely visible |
| Positions 51–100 | Virtually no visibility |
Benchmarks for a healthy keyword distribution:
– At least 5% of all keywords should rank in positions 1–5
– Another more than 5% should be visible in positions 6–10
– The share of keywords in the lower positions (51–100) should be as small as possible
Key Takeaway: This distribution shows you at a glance how strong a competitor's SEO really is — and where you still have potential yourself.
Choosing the right SEO competitor analysis tool
The quality of your SEO competitor analysis stands or falls with the tool you use. SE Ranking is particularly recommended for small and medium-sized businesses as well as freelancers — it offers a solid range of features at a fair price-to-performance ratio.
Alternatives at a glance:
| Tool | Strengths | Price |
|---|---|---|
| SE Ranking | All-in-one, good price-to-performance ratio | From approx. €65/month |
| Ahrefs | Very detailed backlink profile | From approx. €99/month |
| Semrush | Extensive competitive data | From approx. €120/month |
| Sistrix | Particularly strong for the DACH market | From approx. €100/month |
For getting started with SEO competitor analysis, SE Ranking is completely sufficient in most cases. Those who want to dive deeper into backlink analysis can usefully combine SE Ranking with free tools such as Google Search Console or Ubersuggest.
Conclusion: SEO competitor analysis as a permanent part of your strategy
A structured SEO competitor analysis is not a one-time effort, but a recurring process. With the right tool, you quickly understand why certain pages rank better — and can incorporate these insights directly into your own strategy.
Start today: Search for your most important target keyword on Google, identify the top 5 competitors, and analyze their domains in SE Ranking. You will be surprised how many valuable insights you gain in just a few minutes.
Have you already conducted an SEO competitor analysis for your project? Feel free to share your experiences in the comments!
FAQ: Frequently asked questions about SEO competitor analysis
How do I conduct an SEO competitor analysis?
An SEO competitor analysis starts with identifying your most important competitors for a target keyword — most easily via a Google search. You then analyze the top results in an SEO tool like SE Ranking: you look at the competition's traffic, rankings, keywords, and backlinks. From this, you derive what gaps exist in your own strategy and where you can take concrete action.
Which SEO competitor analysis tool is the best?
That depends on your budget and requirements. SE Ranking is particularly recommended for beginners and smaller projects. For professional agencies and larger budgets, Ahrefs and Semrush offer the most comprehensive range of features. For the German market, Sistrix is also a strong option.
What is the difference between organic traffic and paid traffic?
Organic traffic is generated through good placements in Google's free search results. Paid traffic is generated through placed ads such as Google Ads. For a sustainable SEO strategy, organic traffic is particularly valuable as it is long-lasting and cost-efficient.
How often should I conduct an SEO competitor analysis?
A review every 3 to 6 months is recommended — or whenever you start a new project, target new keywords, or notice that your traffic is stagnating. The market is constantly changing, and your competitors are also continuously investing in SEO.
What does the traffic value (traffic cost) tell me?
The traffic value indicates how much money you would need to invest monthly in Google Ads to achieve the same traffic that a page receives organically. A high traffic value signals that the page's keywords are commercially attractive and competitive — an important indicator in keyword competitor analysis.
Can I directly use my competitor's keyword list?
Yes — your competitors' keyword list is a valuable source of inspiration for SEO competitive analysis. You can export it, merge it with your own list, and identify gaps in your content strategy. Always check the relevance of the keywords for your own offering.
Why does the number of keywords grow but not the traffic?
More content and more keywords do not automatically mean more traffic. What matters is whether the new keywords are actually being searched for and whether they reach relevant positions in the top 10. Quality and strategic alignment are more important than sheer quantity.
This article is based on the YouTube video "How to conduct a good competitive analysis for keywords" by Antonio Blago. Watch the video to see the described steps live in the tool.
About the Author
SEO Freelancer & AI Visibility Expert
I optimize SEO data-driven with Python, behavioral psychology, and my Neuro-SEO System®. On YouTube, LinkedIn, and Instagram I share hands-on tutorials, insights, and SEO strategies.
