How to find competitors keywords
Blog,  SEO

What keywords are my competitors ranking for? Use this free tool

What keywords are my competitors ranking for? This is an important question. If your competitors are having success with keywords. Why not use those keywords to make your content better? Using a completely free tool called Ubersuggest, you can find keywords that are driving traffic to your competitors. The keywords that have potential are keywords that are more than $2 per click but have low organic search competition. These are the keywords that are driving traffic to your competitor. Keywords you can create better content for.

Your blog will have a better chance of ranking in Google and getting organic search traffic if you choose the right keywords to write content about.

Let’s find those keywords.

What is the free tool to find competitor’s keywords?

The free tool is called Ubersuggest. It is my favorite tool for doing keyword research.

Ubersuggest is from Neil Patel. Neil is a very successful internet marketer. He started out cleaning toilets now he is a rich internet marketeer.

I have been using Ubersuggest for over a year now. Every time I want to write a new post. I use Ubersuggest.

Here is Ubersuggest’s homepage.

Ubersuggest homepage

Find your competitor

I have a list of topics that I want to write about but I want to make sure I target a keyword that people are searching for in Google.

I try to choose a title for my post that includes a ranking keyword.

For example, let’s say I have a blog about travel in Thailand. I have lots of ideas but what should I write content about? You want to write content that people want to read right?

Let’s put ‘travel in Thailand blog’ into Google search and see what websites turn up in the search results. I added ‘blog‘ in the search so I get competitor’s blogs in the results.

When you use Google for keyword research I would suggest you use a ‘private window’ so that your previous searches don’t show up.

Here are the results of my search.

How to find competitor blogs

The top result is exactly what we are looking for. It gives us a list of ’20 must-read blogs before you plan your Thailand trip’.

Let’s explore that list.

How to find competitor keywords

Number one on this list is Nomadic Matt. He is a very famous travel blogger. He gives very useful travel advice.

One of his favorite destinations is Thailand. I am sure he will have some good content about Thailand that we can look at.

How to use Ubersuggest to find competitors keywords that rank

Let’s take Nomadic Matt’s blog and see what keywords he is ranking for about travel in Thailand.

First, you need to copy his blog URL. ( Then you go to Ubersuggest and paste that URL into the search box.

Like this.

how to use Ubersuggest to find what keywords are my competitors ranking for

Once you have pasted, click on ‘Search’.

After a few seconds, you get an overview of the URL you entered.

This Nomadic Matt’s overview.

Wow, look at those numbers! He ranks for over 308,000 keywords and he gets over half a million visitors per month. His organic traffic is increasing. He is doing a great job with his blog.

We want to find keywords about Thailand that we can use. So we need to scroll down the page a little until we get to ‘Top SEO Pages.’

Here we are.

Top SEO pages of your competitors blog. What keywords are my competitors ranking for?

This is the section we will use to find competitor keywords that are ranking. To see all the pages, we click on the link ‘View the pages that drive traffic to this domain’.

Using Ubersuggest to find ranking keywords

Social media engagement

Here is a list of all his blog posts with the most popular at the top. You can also see from the columns on the right how much his posts get shared on Facebook and Pinterest.

Choosing your keywords

We are interested in Thailand. So I am going to scroll through his posts until I found something with Thailand in the title.

Let’s see what I find.

On the second page, I found a post about Thai food.

What keywords are my competitors ranking for?

He has a post called ‘The best Thai dishes that you need to try’. Let’s see what keywords he is ranking for in that post.

To find ranking keywords, you need to click on the ‘View All’ link.

Then you get a list of the keywords that this website is ranking for and getting visitors from.

Finding keywords in Ubersuggest. What keywords are my competitors ranking for?

Cost per click and SEO difficulty

The keywords we are interested in are keywords that have at least a couple of dollars in the CPC column. CPC means ‘cost per click’. This is how much an advertiser has to pay Google for one click.

If people are willing to pay money for keywords, then they must be good right?

The second thing you want to look at is the ‘SEO difficulty’ score column. This ranks from 0 to 100, with 100 being impossible to rank for and 0 being very easy to rank.

So ideally we want a keyword that has at least a couple of dollars in the CPC column and has a low SEO difficulty score. Under 30 is OK.

The top keywords on this first list have the CPC value we are looking for but the SEO difficulty is high. I personally wouldn’t want to go for those keywords. Especially if my site is less than a couple of years old.

At the bottom of the list, there is a keyword that really interests me. That keyword is ‘Ordering Thai food for beginners’.

The CPC value is $4.48, this tells me this is a valuable keyword. A keyword that gets clicks.

The SEO difficulty score is only 9. That tells me that this keyword should be easy to rank for organically.

The keyword is also a ‘long tail’ keyword. Long-tail keywords are easier to rank for because they are more specific, have fewer search results, and less competition.

Let’s take that keyword and put it into Google search. We want to see what sites Google is showing for that search phrase.

The purpose of this is so that we can see what Google thinks is a good result for this search term. We also want to ask ourselves, can we do a better job than this?

Let’s see what Google delivers for this keyword. Use a private window for your searches otherwise Google shows your previous searches. This is very annoying when you are doing keyword research.

Google snippet

Google has this for its first-page snippet.

first page keyword results snippet

This interests me because the title of this post doesn’t have the words ‘ordering’ or ‘beginners’. I think this helps explain the low SEO difficulty score. A low score means less competition for this keyword.

Let’s have a look further down the results page.

People also ask

I love this section. It helps me understand what other similar phrases people are putting into Google. I use this section to expand my content. Or find new topics to write about.

People also ask section

Just from the ‘People also ask’ section I can see that people want suggestions on what Thai food they should order.

People want to know what the best Thai food dish is.

Others want to know about traditional Thai food.

And people want some information about how healthy Thai food is?

Some great content ideas there.

Keyword query search results

The first page has both blog posts and YouTube videos. So videos and blogs can rank for this keyword.

I am still not seeing the full search query, ordering Thai food for beginners, in any of the result titles or meta descriptions.

The first place website does have other blog posts listed that would probably interest a searcher.

I think if someone wrote content focused on the exact query, they would have a really good chance of ranking for this.

If you see a number in the search result titles like we have ‘Top 10 Thai food-Most popular Thai foods’. Then there is a great opportunity to do better than that post.

If they only have a top 10, then why not do a top 20 or 50 even. This is called the ‘Sky Scraper Technique’. Look at what your competition is doing and write more.

Review all the first-page result websites

I would suggest looking at all the blog posts that appear on the first page.

It will help you see what Google considers to be a quality website for this search query.

Once you know what Google is looking for then you just need to ask yourself, can you do a better job? If you can, go for it.

Expand your content

Once you have posted your content I would suggest that at least once a year you review your post and look to improve it.

There are thousands if not millions of new posts being published daily. If you do not go back to review your posts, there is a chance that someone has already written a better post and pushed you down in the rankings.

The way I do this is, look at my Google search console and see what keywords are driving traffic to that post and look to integrate those keywords into my post.

I have a full walkthrough on how I do this in my post. ‘How to add ranking keywords to your posts‘.

Video tutorial

Here is a great video tutorial from Neil Patel. He gives his top tips on how to find your competitor’s best keywords.

Frequently asked questions

How do I find the best keywords?

When I am planning to write a post I have a few ideas about what I want to write about. I take one of my ideas and put that into Google search. I look at what Google suggests when I type, to have an idea of what people are searching for. The related searches at the bottom of the Google results page are also a great place to look for ideas. When I have a few variations of keywords for my idea, I then put them into Google again to find out what sites are ranking. I take those site URLs and put them into Ubersuggest to see what keywords they are ranking for. I look for keywords that have more than a couple of dollars value in the CPC column and have a low SEO difficulty score.

How do I find keywords on a website?

To find keywords on someone else’s website, take their site’s URL and put it into Ubersuggest. Ubersuggest will tell you what keywords are driving traffic to that website. In my post, I have a step by step guide on how you can use Ubersuggest to find keywords on competitor’s websites.

How do I find keywords in Google Analytics?

To find keywords that are pushing traffic to your site, look at your Google search console. Google search console will tell you what keywords are driving traffic to what posts. This is very useful information. You can use those keywords to expand and improve your content. Sometimes all you need to do is change your post title and meta description to make it clearer to the visitor what your post is about. If you have a lot of keywords that you can integrate into your post, that is great. Google is already telling you what searches it thinks your posts are suitable for. I have another post that talks about this in detail. It is a beginner’s guide on how to add ranking keywords to your content.


If you are going to spend hours writing posts for your blog then choosing the right keywords is very important. Your competitors have established websites with hundreds if not thousands of ranking keywords.

With Ubersuggest, you can take a peek and find competitors keywords that already rank in Google. Use the CPC and SEO difficulty data to choose keywords for your blog.

Once you have your keywords. Put them into Google search so that you get a better understanding of what Google is looking for. If you think you can do write better content than what Google has. Then go for it.

Just remember, organic SEO is long term. It is not, write content today and rank tomorrow. It could take 12 months or even two years to see results. Be patient, keep writing quality content and you will slowly start to rank.


How do you do your keyword research?

Do you look at your competition for keyword ideas?

What tools do you use for keyword research?

Have you ever used Ubersuggest?

I look forward to reading your comments.

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  • Verena

    Great post, John! I’m a travel blogger and I find it hard sometimes to find the right keywords, but Ubersuggest seems to be a good tool! Thanks for the detailed guide and the helpful screenshots 🙂

    • newblogr

      Thank you Verena, I am glad you found my post helpful. There are a lot of successful travel blogs out there. It is about finding what your audience is looking for and helping them out. It is important to be genuine and honest. Good luck with your travel blog.

  • salvo

    Amazing job, John!
    Your post has finally helped me understand how to find good keywords.
    Thank you!

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