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How-to 5 min read October 25, 2019

How to find out the keywords of competitors and collect borrowed semantics

Competitors' keywords help to form the correct site structure and optimize pages for popular requests. Competitors' semantics are collected with the help of special tools that allow you to export keywords from the necessary site.

Search for competitors by keywords

To collect information about keywords that are used on competitors' websites, first of all, you need to know the projects that held top positions in search engines on the company's topic. If the site hasn't been launched yet, it's easiest to recognize potential competitors by monitoring a few phrases that describe the new business activities.

For example, you're planning to launch a flower delivery site. To be on to successful sites in this area, you can use Serpstat.

For example, enter the key phrase "Flower Delivery" and click "Search" to find out the main competitors:
Competitors research in Serpstat
As a result, you get an overview that displays the following data:

  • search volume of the phrase which is the average number of requests per month in the selected search engine;

  • the competition, from 0 to 100 percent, depending on how often the phrase is used in advertising campaigns. In this example, the phrase has maximum competition;

  • the cost per one click on an ad in contextual advertising in dollars;

  • the complexity of the phrase to advance in the TOP. The result shows the average complexity of key output in the TOP-10 of Google.

The overview also shows a graph of the seasonal request popularity. In this case, there are two spikes in the use of the phrase during the year, on the 10th of February and the 5th of March:
Keyword Trends in Serpstat
Then, you can have a look at the data about the domains that use this phrase. Moreover, you see where exactly it is contained. It can be on the main page or in meta tags:
Keyword difficulty for SEO
After that, a list of competitor sites from the TOP-20 is available:
Comptetitors in organic search list
Next, you've got a competitors graph:
Competitors graph at Serpstat

How to collect competitor keywords using Serpstat

Having learned the main competitors, collect their semantics. The competitor's semantic core will help to correctly form sections of your project and identify the most popular requests from the target audience of the company.

To avoid mistakes that could have been made by a competitor, it makes sense to use a unified semantic core collected from different sites. Keywords that are used on several projects at the same time will be most crucial for the new site.

To find out the keywords of a domain, using Serpstat, click on any selected competitor from the ones presented earlier in the overview:
List of keywords by competitor's domain
By domain, statistics are displayed indicating the search phrase, its position, frequency, estimated traffic, and the number of pages displayed for this request.

Besides, you see whether there are additional elements in the search results for each request, for example, images, related keywords, advertising.

Data on contextual advertising, such as the level of competition and the cost per one click on an ad, is also available. For further work, the keywords are exported to a file.

After loading the created semantics, you're able to export the results to a file.

Competitor keyword analysis

After collecting semantics, it's important to analyze the competitors' keys. Many keywords may not be suitable for promotion on your site, as they are navigation. Also, you can't use the regional inquiries indicating the territories where delivery is not carried out.

Moreover, it's worth checking how popular the phrase is with users, checking its frequency, and find out what the competition is in contextual advertising for this key. This information is available in the Serpstat module "Keyword Research" — "Overview", which was discussed in detail in the first section.

After the final selection of all suitable keywords, you need to do clustering, which means selecting a group of keys that are then promoted on one page. Clustering is also easy with the "Clustering and Text Analytics" tool of Serpstat:
Text analytics at Serpstat
After the semantics is analyzed, the received data can be exported:
Keyword clustering tool


  • The keywords of competitors serve as the basis for creating your semantic core;

  • these keywords are used in contextual advertising, taken into account when creating the structure and sections of the site, and in optimizing project pages;

  • collect competitor keys using various services, for example, Serpstat. Online services provide statistical data for analysis, in addition to the phrases themselves.

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