How can you identify your true search competitors and analyze and use their keywords?

Your true search competitors are websites competing with you for rankings on similar keywords, not necessarily the industry peers your sales team knows. To identify them, start by searching for terms potential customers would use, then check keyword overlap data to confirm. Next, examine competitors’ rankings and the search intent behind their keywords to find needs your content does not yet address. The goal is not to copy their keyword lists, but to identify content worth improving or adding to support your business goals.

Start with search results, not just a list of industry peers

Before you begin, clarify the business goals your content should achieve, then search for relevant core terms. Record which websites get the visibility you want rather than identifying competitors solely by product category. For example, Backlinko uses searches related to cryptocurrency platforms to show how results may include informational and comparison websites, not just platforms offering trading services.

• Start with manual research: Search for core terms potential customers might use, note the websites that rank, and review the questions in “People also ask.”
• Use tools as your research expands: Compare shared keywords and the degree of overlap between websites to identify competitors worth studying in depth.

A high percentage of keyword overlap suggests that two websites are more likely to compete for users with similar search needs. Still, check whether those terms are relevant to your goals. Treat tool-generated lists as a starting point, not a final competitor list.

Use intent and rankings to find content gaps

Once you have identified your competitors, build a keyword list, then find terms they rank for that you do not. Search Engine Journal’s process also emphasizes setting business goals before compiling a comprehensive keyword list and analyzing content gaps. The tools can vary; what matters is that the websites you compare are search competitors.

• Rankings and corresponding pages: Which of the competitor’s pages ranks for the term? Do you already have relevant content you could improve?
• Search intent: Are users seeking information, comparing options, or preparing to buy? This affects the content format.
• Search volume and difficulty: Use both to assess demand and competition rather than chasing only the highest-volume terms.

For example, you could start by filtering for terms where competitors rank in the top ten and you do not yet rank, then narrow the list by intent and difficulty. This is simply a way to choose terms to research, not a guarantee that you can rank for every term on the list.

Turn keyword lists into content topics rather than copying them term by term

The findings can help you improve existing content and explore related topics. To understand a competitor’s content coverage, search using site: with the competitor’s domain and a topic term. Then examine how its articles cover the core topic and subtopics to identify questions you have not yet answered.

Beyond keyword tools, customer reviews may reveal the language customers use and the problems they face. For example, if reviews of project management software mention difficulties importing and exporting data, you could list “project management software with data import and export features” as a potential topic, then check search results and keyword data. This illustrates how to develop content from user needs; it does not imply that any specific product actually has this flaw.

At Procrustes, our content services also turn the questions customers genuinely care about into articles, with ongoing content planning, writing, and updates.