How to find out your competitor’s keywords

A lot has been written lately about how to make a semantic core. In this article, I will tell you how to find out the queries that your competitor is promoting in order to include them in your semantic core. The information is relevant for both search and contextual advertising.

I determine competitor’s queries based on data from the following services:

1. SerpStat

I have been using this service daily for about a year now, it is the best in terms of the price quality ratio

Проверка семантического ядра сайта в сервисе
Checking the semantic core of the site in the service

I can say with confidence that today this service for collecting competitors’ semantics is ahead of all others in terms of price-quality ratio. Subscription for a month costs only $19. Other services are more expensive and offer approximately the same tools.

A big advantage of this service is that it allows you to track the situation in SEO and contextual advertising in Europe and America. So if you need to promote a site in France, Spain or the USA, you will be provided with lots of information. Also, this service is convenient for collecting the reference mass of competitors, which is of great help in promotion.

2. Ahrefs

Perhaps, the most important tool of a seo-specialist today is to analyse the link mass of competitors. In this service you can find out the queries that drive traffic to the competitor’s site. Also, there is data on both contextual advertising and organic search engine results.

The drawback of this service is the lack of data on queries from the .ru zone, but there is data on Ukraine. Therefore, if you analyse a competitor’s site that receives traffic from Ukraine, you will have an idea of its semantics.

Система Ahrefs для анализа семантического ядра конкурентов
Ahrefs system for competitors’ semantic core analysis

The service is paid, it costs from 99$ per month. But if you register and enter your card details (from which $1 will be charged immediately), you can use the functionality for 2 weeks for free.

The advantages include the high speed of indexing links and Russian-language interface, which can be switched to in the lower right corner of the site.

3. SpyWords

Promo code for 10% off: PPC_731

A Russian-language service that gives insight into competitors’ semantics.

SpyWords - сервис для анализа семантики конкурентов
SpyWords – service for analysing competitors’ semantics

The main advantage of the service is that it deeply scans the Russian-language Internet, unlike Ahrefs. Therefore, this service provides the most complete data on Moscow Yandex and Google.

This service allows you to track advertising only in Moscow and St. Petersburg, Europe. The disadvantage is that the most relevant data is available only for Moscow, the test of this service for Yandex.SPb showed that it has little information on St. Petersburg. So if you need to analyse competitors in the Moscow region, this service is 100% suitable.

SpyWords service is paid, currently a month of use costs from 20$.

4. SemRush (At this link – 7 days free use of the service)

The service provides information from, there is no data on Yandex here. But the available information allows to compare the attendance of competitors with your own site (given that Google traffic in Runet is about 30%) and search queries. The traffic data from Google is quite accurate.

Инструмент SemRush для определения ключевых слов конкурентов
SemRush tool for identifying competitors’ keywords

It is a very handy tool that also allows you to analyze the seasonality of requests. It has a Russian interface. The main disadvantage of this service is the price. If your competitor has a lot of queries, you will have to pay from $69.95 to unload all of them. Only a small part of queries  is available for free. The service also works on Google Adwords contextual advertising.


You can analyse the site in all five services and choose the one that suits your needs. I recommend starting analysing a competitor with SemRush and Ahrefs


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Comments (11) “How to find out your competitor’s keywords

  1. Всем тем, кто составляет семантическое ядро, все эти проги и система отслеживания такие как Яндекс и Гугл вещь нужная, но так же не забывайте при составлении ядра и прописании title пользоваться подсказками от Яндекса и Гугла на данный момент подсказки работают на ура.

  2. I compared data from Serpstat, SpyWords and Semrush. For Russia and the CIS as a whole, Serpstat is the clear leader. On EN-net Serpstat found more keywords on 7 domains out of 10 than Semrush. The sites were taken randomly from Google.

    1. Kirill, thanks for the comment, I too have recently been using only SerpStat to analyse competitor semantics, it has everything I need for my tasks

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