How to find out the search queries of competitors. Analysis of competitor ads in Yandex.Direct: ads, keywords, budget

Ksenia Samotkan

Smart people learn from other people's mistakes and ... achievements. Also, companies that want to achieve great success can learn from the experience of their competitors. Observing competitors will help not only to identify their strengths and weaknesses, but also to understand what your company should strive for, in which direction to move.

In this article, we will look at 26 tools that can be used to monitor competitor sites.

All these tools, depending on the functions they perform, are divided into the following groups:

Brand Mention Search Services

Using this group of tools, you can track mentions of a company or its product in in social networks, news portals, forums, blogs, etc.

1. Mention

Mention is used by 500,000 companies, including ASOS, Microsoft, Spotify, etc.

Mention monitors brand mentions in 42 languages ​​from a million different sources: in social networks, news portals, forums, blogs and any other sites.

With the help of this service, you can track how often and in which countries your competitors are mentioned, customers speak positively or negatively about them.

The service is represented by a basic free version and 3 paid plans, the cheapest of which costs $29 per month. You can also purchase a free demo version for 14 days.

2. Brand24

Brand24 is a service that works with over 30,000 brands worldwide. Its users are many well-known companies, including Panasonic, IKEA, H&M, Raiffeisen Bank.

The service provides millions of pieces of data from more than 25 social networks, news portals, blogs, forums, etc. It can be used to find mentions of competitors in these sources and determine the attitude of customers towards the company.

The report on the received data contains graphs of the number of references and their emotional evaluation, pages of sites with found references. All results are sorted by different types of sources (Facebook, Twitter, video, photo, blog, forum, etc.).

Submitted 3 paid version, which cost from $49 per month, as well as a free 14-day demo.

Registration on the site takes a few seconds - you just need to enter your email and password or log in with Facebook.

3.Hootsuite

Hootsuite is a free service for monitoring brand mentions on social networks such as Twitter, Facebook, LinkedIn, WordPress, Foursquare and Google+. More than 10 million people use the service, including well-known companies such as NYC and Hershel.

The service looks for mentions of competing companies by keywords, provides weekly analytical reports, and is great for working with a team (you can create tasks for employees and send private messages).

You can try the demo version of the Hootsite Pro plan for free for 30 days. Paid plans start at $9.99.

You can register for the service through account Twitter, Facebook, Google or by creating an account.

4. Open Social Buzz

Open Social Buzz searches data on Twitter, Google+, Facebook, LinkedIn and other sources in real time. After registering in personal account you can track mentions of brands, people, and generally any phrases.

The service provides different kind analytics in the form of graphs and charts: according to the emotional assessments of the audience, by the number of posts, subscribers, views, by types of content (video, images), by keywords.

The free version of the service has its limitations - you can enter 100 search queries per day and receive 2 email notifications. To obtain large quantity search queries and notifications, you can use 3 paid plans. They allow you to monitor, save posts and find all mentions of the company. Their cost starts from 3.49 € per month. You can also use a free 14-day demo.

5. Google Alerts

WITH Google Alerts allows you to track brand mentions, competitor activity and any other information on blogs and forums in real time.

By subscribing to Google Alerts, you will receive notifications on email every time there are new results for your query.

To work on Google Alerts, you just need to have an account with Google ( Mailbox on gmail.com), additional registration is not required.

The service is extremely simple and easy to use.

Backlink search services

Backlink tracking services will help you find out how high-quality links your competitors' sites have.

To do this, you just need to enter the URL of the selected sites in the search box. Consider several services for finding backlinks.

6. Ahrefs Site Explorer

The service analyzes search traffic sites and shows what content most attracts the audience of competitors.

In addition to determining the amount of link mass, the service predicts the likely "organic" traffic from search engines(data cannot always be fully trusted, but some idea of ​​a competitor’s site can be made), the most “pumped” pages in terms of incoming links and the most popular keywords for which the site has a high position in search engines.

Paid registration will allow you to receive weekly or monthly reports on changes in the reference mass of competitors. Reports will be sent by email.

The service has three tariffs, the cost of the cheapest one is $99 per month. You can use the 7-day demo version of Lite ($99 per month) and Standard ($179 per month) plans by paying $7. The most expensive plan costs $999. Rates vary by the number of companies viewed, backlinks, and keywords.

7Majestic Site Explorer

The creators of the service call their site the world's largest link database and confidently declare that no other database will provide such detailed information.

The service performs a mass check of backlinks, compares link profiles and site traffic (you can compare no more than 5 sites at the same time), and also searches for keywords or phrases.

The interface is available in Russian. The free version is limited to 15 checks per day. In order to avoid them, you need to use one of 3 paid plans, the cost of which starts from $49.99. Paid plans provide a more in-depth analysis of the results and the ability to connect via API. They differ in terms of the number of users, the backlinks they are looking for, and the detailed reports.

To get a list of backlinks, you need to enter the URL in the search box on the site's landing page.

8.LinkPad

LinkPad is a very popular service in RuNet with 150,000 clients and over 900 million sites in its database.

In the free version, only a part of the links is shown (the service is either frozen, or it indexes the link graph poorly). Paid plans allow you to get full access to the backlinks of sites and their individual pages, upload data on incoming and outgoing domain links, export them directly from search or via API, get unlimited requests to Linkpad.XML, as well as secure access and individual technical support.

The cost of the most inexpensive tariff is 1450 rubles per month. Tariffs differ in the number of allowed IP addresses (in the cheapest - 1, in the more expensive - unlimited), the number of lines of data per month and linked accounts (in the cheapest tariff - 1, in the second - 5, in the advanced (Ultimate) - unlimited quantity).

The service is very simple and easy to use and gives quite detailed results.

9. Monitor Backlinks

This service provides automatic search competitor backlinks and keyword search, allows you to add filters by the following tags: link status (nofollow, meta nofollow, meta noindex, wrong anchor, not found, etc.), anchor text, page and domain status in Google Index, social media sharing, link counting, etc.

All received data is sent to users of the service by e-mail in the form of reports.

The site offers 4 standard paid plans starting at $25 and differing in the number of users and credits. Each of these plans (except for the individual plan) comes with a 30-day trial version, which is a huge advantage of this tool over others.

10. Neil Patel's Free Link Analysis Tool

Neil Patel, a well-known marketer in the west, has launched his own free link analysis service. It shows the total external links, referring domains, and also assigns its own score to the site being checked.

By default, one link is shown per domain. If a site links to you several times, in the report you will see the best link according to the service. This option can be disabled.

To find links from sites or pages of a specific topic, you need to enter the keyword of interest in the search field. The results can be filtered by the follow and nofollow parameters. An advanced filter allows you to search for specific domains (as well as zones and anchors) or exclude them from the search.

11. Backlink Watch

This service is for those who do not have time to register and deal with the interface of analysis tools. Here you just need to enter the site name, captcha and click the button to start the check. Found pages with backlinks will be gradually loaded into a separate list.

It is better not to analyze large sites with a bulky link mass - the list will contain a lot of "garbage", in the heap of which it is difficult to find high-quality sites. But for monitoring small sites, the service is quite suitable.

Keywords search services

To monitor competitors, you can use keyword search services. And once you figure out which keywords work for your successful competitors, you can apply them to your site as well.

12. Spy words

Spy words is a Russian-language keyword search service. Among his clients are companies such as INCOM Real Estate, Coral Travel, kupivip.ru, etc.

The service analyzes competitors' requests (in the "competitor analysis" section), compares the visibility of domains of different companies in search engines (in the "domain battle" and "domain war" sections), provides data on Yandex and Google. Moreover, the visibility of domains can be viewed both in the "organic" and in contextual advertising systems.

In the "Battle of Domains" you can compare 3 sites for free by the number of requests and traffic.

The service also has a "Domain War" function, which allows you to compare up to 20 domains at the same time. Recently, another feature has appeared - "Domain Ratings", which ranks domains by current indicators, by their rise and fall, and by other parameters.

Another one interesting feature service - "Smart selection of queries". It offers improved options for the entered queries.

"Competitor Analysis" and "Domain Battle" can be carried out without registration. In order to use other features, you will need to purchase one of 3 paid plans:

1. Tariff for online stores (cost - 1928 rubles per month).
2. Tariff for marketers (cost - 2450 rubles per month).
3. Tariff for digital agencies and large advertisers (cost - 4950 rubles per month). Only in this tariff are the "Domain War" and "Domain Ratings" functions available.

All three tariffs are unlimited. In the first tariff, the number of lines in reports is up to 5000, in the second - up to 50000, in the third - up to 1000000. More information about the difference between these tariffs is presented in the screenshot below.

In general, the service left a pleasant impression, it provides a lot useful features and opportunities to monitor competitors.

13. iSpionage

The iSpionage service contains over 22 million keywords. It identifies competitors in Google Adwords, shows their SEO and PPC strategies and approximate monthly budget, provides full list of their keywords, which you can sort and find the most effective of them, and also sends notifications about the found data.

To use the service, you need to register for free. The free version allows you to create 10 reports per day, receive 3 competitor data alerts, and access online internet marketing tips.

The service is represented by 3 paid plans, the cheapest of which costs $59 per month.

Paid plans allow you to search for competitors and keywords without restrictions, determine the Keyword Effectiveness Index (KEI), Ad Effectiveness Index (AEI), unique keyword sorting, SEO metrics and the amount of competitor traffic, and download the received data to PDF format.

Rates vary by the amount of data received per day and mentions of competitors' keywords. In the most advanced tariffs, it is possible to generate reports based on the White Label principle, monitor the most complete information of competitors in contextual advertising systems, and conduct A / B testing of competitors' ads.

Each tariff is accompanied by a 30-day trial period, after which the user can return the money spent if the service did not meet his expectations.

14. Keyword Spy

This service is focused purely on finding the keywords used by competitors and allows you to find out how much they spend on Google Adwords.

The service is quite popular, among its clients are such well-known companies as Toyota, American Express, University of Kentucky.

Without registration, KeywordSpy allows you to search for keywords that competitors use in contextual advertising systems, as well as search for domains and subdomains of competitors by keywords.

The service provides free trial version no time limit for use. Paid plans start at $89.95 per month and, in addition to searching for keywords, allow you to monitor the activities of partners, export data to text files and Excel, track data in search engines Google, Yahoo! and Bing, receive alerts about new competitors and their keywords, as well as information about the Top 1000 sites and keywords.

Tariffs differ in the number of keywords searched (results per query, daily query limit) and the presence or absence of certain features.

The big disadvantage of the service for Runet users is that it does not search for keywords Russian companies. So the service is suitable for tracking the activities of competitors abroad.

Services for determining site positions

Services from this list determine the position of the site in search engines. Unlike previous services, which are mainly focused on contextual systems, these ones track visibility in the "organic".

15. MegaIndex

MegaIndex is engaged in complex promotion, audit and analytics of sites and has more than 300 thousand users.

The service determines the position of the site in search engines for various keywords and queries for which the site is displayed, and allows you to compare competitor sites.

In order to find the positions of competitors' websites, you can use the special function "Competitor Analysis" (in the "SEO Services" section). You can find this function in your account after registration. It provides a fairly extensive list of data: the number of pages in the index, TIC, incoming links to the domain and page, text relevance, etc.

Also, by the entered site URL, you can determine queries and their positions in various search engines (“Site Visibility” in the “SEO Services” section). This feature allows you to find out for what queries each of the pages of the competitor's site attracts customers.

In order to use the services of the service, you must register.

To analyze incoming links to a competitor's site, it is better to use Megaindex on the megaindex.ru domain, rather than *.com.

16.Alexa

Alexa, a subsidiary of amazon.com, is a very popular service with thousands of customers including Wildfang, Houzz, Apartment Therapy, Umbra, etc.

The service allows you to determine the visibility of a site in organic search results and get detailed reports on site traffic (sources of traffic to the site, traffic growth rate, number of external links, average time on the site), identify effective keywords, etc. Alexa receives data through its once a popular toolbar now used by webmasters visiting certain types of sites. Therefore, the forecast that the service provides is very inaccurate, especially for RuNet. But still, the service provides at least some data, so its use can be useful, especially when comparing the traffic of different sites.

In order to get information about the site, you need to go to the siteinfo page and enter the domain in the search box. The information will be given out in small portions. To get more data, you will have to at least register.

Alexa offers many features for SEOs. The service allows you to determine the geographic location of the site audience, visitor engagement indicators, traffic sources, etc.

Alexa also gives quite detailed keyword statistics. Most importantly, missed keyword opportunities.

If you need a site traffic analysis function, a monthly subscription will cost $79 (trial free version will last 7 days). A more advanced plan for one user and site, including many additional options, will cost $149 (14 days free), for agencies - $299 with a trial period of 30 days (20 users and 35 sites).

17 Serpstat

Serpstat is a multifunctional SEO platform for analyzing competitors, their links and monitoring positions. Explores the sites of the CIS countries, America, Europe and Australia on Google and Yandex. Among his clients: L'Oreal, Yves Rocher, SeoProfy and others.

The service calculates the visibility of a domain among sites from the top 20 search engines. If it is higher than that of competitors, then your site is ranked for more keywords than your competitor.

It also shows the change in the number of keywords in organic and visibility throughout the year for any site.

The second feature of the platform is the Site Tree tool. It shows the structure of the analyzed site and the phrases for which certain pages are ranked in the search.

For foreign bases, the platform shows “Phrase Difficulty” from 0 to 100. The higher the value, the more difficult it is to break into the top for this keyword and the higher the competition in the top.

Social activity services

You can also see how your competitors interact with their target audience, and what she, in turn, thinks about a particular company. To do this, use the following tools.

18. Social Scout

This tool determines the number of shares of various pages of the site in social networks. Thus, you can determine which material of your competitors is most in demand among the audience.

The service is free, and in order to use it, registration is not required - just enter the URL of the analyzed site in the search box and tick off the necessary social networks.

19. Fanpage Karma

The service provides monitoring of these sites on Facebook, Twitter, Google+, YouTube, Instagram and Pinterest. It allows you to determine the number of subscribers of competitors, their most or least attractive posts, find the pages that your readers are subscribed to.

You can also use the analytics of an unlimited number of pages, as well as find out the average values ​​and KPI matrix and what tags are best to put in your publications depending on their topics and content.

Find reports can be downloaded from XLS format and receive email notifications about them.

Registration on the service takes place through a Facebook account. The free plan allows you to use 1 account, get 100 mentions and a 7-day report, as well as detailed analysis and email alerts. To register, you must fill out a form and sign an agreement in accordance with the new requirements of the GDPR.

To get more of the listed data, you can purchase one of 3 paid plans for social monitoring, the most inexpensive of which costs $14.90 per month. You can also get an individual rate.

I liked everything about this service - from the functionality to the Facebook-like design.

20. Antidogs

With the help of the free Antidogs service, you can check the number of "dogs" ( deleted pages users) in the communities of VKontakte competitors. A large number of"Dogs" signals that the community, most likely, was cheated with subscribers. The service will tell you the percentage of deleted pages, and whether this ratio is acceptable.

Other services

There are tools that contain several of the listed features at once or do not fit into any of the above categories, but will help you observe the activities of your competitors.

21. Advsё

Service "Advsyo" provides statistics search advertising in Yandex and Google. It allows you to find competitor sites, determine what queries are showing their ads, as well as find out the number of impressions and clicks, determine effective and ineffective keywords in queries, etc.

The service contains 2 main functions: searching for competitors and searching for requests for which their advertising is visible.

"Search for competitors" creates a list of competitors for the entered keywords.

The main functions of the service are free. Price full access to all reports and services of Advsyo - 1500 rubles per year.

22. Marketing Grader

Marketing Grader is a free service that gives a general assessment of the site and provides a detailed analysis of it, determining page requests and its loading speed, the amount of traffic from mobile devices, and also evaluates the SEO of the site - page titles, meta description of the site page, etc.

In order to get a report on the work of the site, to determine its pros and cons, you need to enter the URL in the search box on the landing page.

Marketing Grader determines the size of the page, its requests and loading speed.

Registration is not required to use the service.

23. SEM Rush

SEM Rush is one of the most popular online marketing services. It already has 800 thousand users, including such well-known companies as Philips, PayPal, Forbes, Hyatt.

The service searches for keywords, finds backlinks, low-frequency words, searches for competitors in social networks, determines their position in search engines and searches for advertising.

The service finds the most popular anchor texts, determines the number of follow and nofollow links, link clicks and types of backlinks.

In order to use the service, you need to register.

SEM Rush comes with 3 paid plans starting at $99.95. They differ in the number of reports per day and results per report, projects, keywords to track, pages to crawl, social media profiles. In the most expensive versions, branded reports in PDF format, "historical data", etc. are available.

24. The Wayback Machine

The Wayback Machine is a free online archive that lets you see what competitors' websites looked like in the past. Thus, you can observe the history of the development of sites that subsequently achieved great success.

In order to see how the site you are interested in used to look like, you need to open the calendar and click on the marked dates. Screenshots of the site taken on the specified date will open.

This is how the Texterra website looked like in 2008:

The service contains a huge amount of old books, movies, music, pictures, computer programs, it is very unusual and extremely informative, so I advise you to pay attention to it.

25. WooRank

The WooRank service is used by more than 500 thousand users and 40 thousand companies, including amazon.com, FIAT, Fujitsu, FedEx, Deloitte.

It is represented by 3 paid plans (their cost starts from $59 per month) and a free demo version for 14 days.

The service allows you to conduct a competitive analysis that compares the data of several competitors, check site optimization and monitor KPIs. It provides detailed site reports containing data on backlinks, keywords, traffic, visitors and their relationship to the site, and notifies users of new data weekly via email.

Tariffs differ in the number of users and detailed reports, the number of competitor analyzes performed, backlinks and keywords searched, and the ability to download reports in PDF format with no or no restrictions.

Most often, competitor analysis is important at the initial stages, when forming a semantic core. But this does not mean that if your site has been functioning for several years, then you do not need to resort to this procedure. It is always useful to find out what keywords a competitor is promoting for.

The first step is to determine who your main competitors are. You need to analyze not everyone in a row, but the most successful ones who are in the top of the issue. It is the most competitive sites that will give you a lot useful information, chips that you can borrow or remake in your own way, and much more.

There are two ways to determine the most competitive sites in your niche.

Manually

Take 5-10 high-frequency keywords (for example, buy windows, order windows, install windows in Moscow, etc.). Enter them all into Yandex and Google. Analyze the SERPs on the first page and select sites that are relevant to your topic. It is advisable to choose those who are in the search results for all requests (or for the majority).

With special services

You can find out your main competitors using the following tools.

• SpyWords is one of the best services for Yandex. It will identify the main competitors, analyze their sites, show what keywords they are promoting for, and much more.
• SEMrush is a similar project, only for Google.
• cy-pr.com is a useful service that shows a lot of data on competitor sites. You will also be able to see the main opponents in the fight for the top spots in the SERPs.
• PromoPult is a tool that helps to identify the main competitors, as well as being able to select basic keywords based on the content of the site.

After the main competitors have been identified, you can begin to analyze their resources. Based on the analyzes carried out, you can find out what queries the site is being promoted for, find the most clickable and successful ads, add them to your advertising campaign, etc.

For example, you forgot to take into account some keys that can get you a lot of traffic. After analyzing the competitors, you found these keys and added them to yourself. Or you noticed some working methods, chips. They can also be borrowed.

With such an analysis, it is important to understand what exactly you and your promotion need. Do not copy everything, and copy in general. Better think about how to use this or that chip in your case. Or how to beat a competitor by getting all the traffic.

It also makes sense to pay attention to the mistakes and shortcomings of competitive sites in order to avoid them in your work. For example, ineffective, but at the same time expensive clicks in contextual advertising.

SpyWords

One of the most effective and popular tools among Yandex users. If you want to promote your resource in this particular search engine, then you definitely need SpyWords.

With it, you can conduct a thorough analysis and find out the quantity and quality of keywords for which a competitor receives traffic. In addition, the service will even help you find out information such as ad texts, advertising budget, positions and snippets in search results, etc.

To use the service, follow these steps:

• go to the official website https://spywords.ru/services.php;
• in the "Competitor Analysis" tab, enter the desired URL;
• click Track.

Everything is pretty simple. The price for such a tool is from 1950 rubles. per month.

SEMrush

One of the best search engines Google systems and Bing. The service will help to conduct a thorough analysis of competitors, find out the main ones, show what keywords the site is promoting for, and provide a lot of other useful information.

The service will help you find out:

• competitors' positions in given keys;
• traffic (both the domain as a whole and individual pages);
• keywords;
• cost per click and advertising budget;
• ad texts, etc.

The service allows you to receive information on low frequency requests, which clearly distinguishes it from other, less effective tools.

How to use:

• go to the site https://ru.semrush.com;
• enter the URL of the site;
• click "Start".

The service can be used for free 10 times. Further usage costs start at $99 per month and up.

SimilarWeb

A service that is rightfully considered one of the best for competitive intelligence. With it, you can do the following:

• analyze the niche in certain regions, finding out the main competitors and methods for their promotion;
• see various indicators of competitive sites (number of visitors, time on the site, traffic sources, bounce rate, etc.);
• find out by what words the site is being promoted, and much more.

To use this tool, you need:

• go to the service website https://www.similarweb.com;
• log in (register if you are not registered);
• go to the Traffic Sources – Search tab;
• enter the desired url and get detailed information by keywords.

This tool is paid. The price is from $199 per month and up.

Advse

One of the first in its field. The service is popular with both beginners and experienced professionals. With Advsho you can perform the following tasks:

• study a niche;
• identify the main competitors;
• find out their strengths and weaknesses;
• find out for which keywords the site is being promoted;
• get detailed information on search queries;
• learn ad texts and much more.

To use the service, follow these steps:

• go to the site https://advse.ru;
• select one of the services in the top navigation menu;
• then two forms will appear in front of you. The first one is for queries. It helps to find out who exactly is your competitor for one request or a whole list. The second is for websites. Helps to find out what words a competitor is promoting;
• enter queries or site URL;
• click the "Get..." button.

After the done actions, you will be shown some information. If you have already been logged in, you will see full information if not, you will be prompted to log in.

Unlimited access costs from 1500 rubles per year.

Other services

In addition to the tools described above, the following services are also used for competitive intelligence:

• SEO building and others.

Analysis of competitor sites is an important aspect of successful promotion. Knowing the enemy by sight, it is much easier to achieve good results.

Hello dear friends!
In this post, I decided to write about how to recognize competitors. The article will contain a selection of interesting services with which you can identify and select some of them to promote your project.

A few months ago I wrote, for an article. But if your topic has an already promoted competitor, then you can easily see some requests from him. For example, I prefer to look at interesting ideas for writing posts or the main keyword, and already I select various tails and additional queries for it. So let's get started.

1. Seobuilding.ru
With this service, you can full analysis competitor keywords and more. The service shows the number of main competitors, the approximate cost of the site, puzomerki, IP address and much, much more. At the very bottom, there is a list of all requests for the resource that it is moving along. Keywords can be exported to Excel:

2. Xtool.ru.
I really like this service. With it, you can find out how much the resource is spammed with links, and see the approximate promotion of the site in search engines. Below, the service shows very valuable information: competitor's search queries, site positions for these queries, wordstat frequency, and even the price of one impression in Yandex Direct.

All you need is to enter the site in the line and click on the "check" button. At the very bottom left there is a button "Export (Execel)", which allows you to export all requests.

3. Megaindex.ru.
This service is very useful for any webmaster, it allows you to find out a lot of information about the site. In the section "seo-services" - "site visibility", it is possible to find out the competitor's keywords. Moreover, site positions for these queries, keyword statistics for wordstat and cost in Yandex Direct are also shown.

4. Pr-cy.ru.
The service shows a good visibility of the resource in the search engines Yandex and Google. In addition, you can see the position of the site on request, impressions per month and the approximate cost of promotion. As I see it, it is impossible to export queries, but you can simply copy them and paste them into Excel.

5. Cypr.com
Here, before you can see the keywords of competitors, you need to register, because for ordinary users the service shows only a few requests. After registration, all queries can be exported to Excel.

6. Attendance statistics.
Sometimes it happens that a competitor has open traffic statistics and you can even see search queries. This does not happen often, of course, but if you try, you can find it. First you need, which I wrote about in detail yesterday, and see what statistics are connected to the site. Then click to go:

For example, in the most popular queries, you need to search in the “by search phrases”, “positions in Yandex” and “positions in Google” sections. If they are not hidden, then you are very lucky:

7. Title tag.
If a competitor promotes a resource by search queries, then at least one of them will be registered in title tag. In order to view all the titles of a competitor's website, you need to enter the following construction into Yandex:

Or Google this address:

Instead of a website, do not forget to enter the address of a competitor. Now it remains to go over the headings and determine the keywords. I think it will be easy for you, as a SEO specialist, to do this: smile :. With this method, I like to look for ideas for articles more. After all, you can even go to the page, see the number of comments, and find out how relevant the article is and what visitors need.

Similarly, keywords can be written in the H1 tag and keywords. Some optimizers highlight queries in text with bold, italics, or underlining.

Best paid way to analyze competitor keywords.
Service Spywords.ru
5 queries on this site can be learned for free, but if you want more, you need to pay. This service differs from all the others in that it shows several times more requests than all free services. Also, right on the server, you can see how the site will look in Yandex and Google search engines for queries.

The service also has a very interesting tool, even shareware, called "domain battle". With it, you can compare 3 and even find common queries. I advise you to register on this service, a very useful thing.

That's all for today! Now you know how to find your competitors keywords. Good luck, friends ;-).

Before launching advertising campaigns in Yandex.Direct, you need to analyze your competitors. Niche research will help you understand what the approximate cost of advertising will be, how you need to improve your ads and website in order to achieve maximum conversion. If you ignore this stage of work, then, most likely, more than half of the advertising budget will go nowhere, and you can only dream of a quick return on investment in advertising.

Competent and complete analysis of competitors will determine:

• keywords for which it is better to advertise;
• typical mistakes when creating ads;
• approximate advertising costs;
• approximate number of impressions;
• directions to improve the site.

You can spend one day or a whole week on competitor analysis. The quality and completeness of the study will depend on the time spent. Let's take a closer look at what areas we need to work on.

How to identify competitors in Yandex.Direct

First you need to get to know your competitors in person. The easiest way is to use the section tools "Budget forecast" in Yandex.Direct. Log in to the service, click on the required tab and set the advertising campaign settings. Specify the display region that applies to your business. For example, if you provide services or sell goods only in Moscow and the region, specify only these regions in the settings.

In the "Get keywords" section, specify the words and phrases that are suitable for advertising your business. Use the built-in word selection feature if no keywords have been identified yet.

Select the appropriate key phrases, add them to the list and click on the "Calculate" button.

The service will generate a table with a forecast of impressions and clicks, approximate CTR, costs for each keyword.

To see a list of competitors and their ads, check the box next to the key phrase you are interested in and click on it. Examine the information in the opened window with the results.

At our request - "infrared heater price" - at least 50 sites are advertised in Direct. Most of them show ads to users from Moscow and the region. The list also includes companies that sell equipment not only in the capital and the region, but also in other regions of the country - for example, in Krasnodar, Vladivostok, Voronezh.

Most likely, these companies have not only retail heaters, but also an online store. To check this information, click on the request link - a competitor's website will open in a new tab, which can already be studied in more detail.

In order not to spend a lot of time analyzing competitors and studying their landing sites, put yourself in the place of a potential buyer and select the most successful creatives from the list. Most likely, the list will include no more than 5-10 sites with which you will have to compete.

How to find competitor keywords

Just finding competitors before launching contextual advertising is not enough. It is important to understand what keywords they are advertising for. Thanks to this assessment, you will find out the approximate cost of advertising, determine the most profitable phrases - those that will give you more clicks.

You can superficially analyze keywords using the same Yandex.Direct tool "Budget Forecast". The service will show how much you have to spend on advertising for the keywords you are interested in, predict the approximate number of impressions and clicks, the average bid, and other useful information.

Remember that when calculating the budget, the service focuses on those sites that have already launched contextual advertising. The numbers on the Budget Forecast report and on the ad campaign page will be slightly different. The Budget Forecast report shows average data for ads in the selected region, while the campaign shows metrics for specific ad groups in this moment for the most expensive regions.

Services for analyzing competitors in Yandex.Direct

To get more accurate information, you will have to use third-party keyword analysis services.

Serpstat

Using the Serpstat service, you can find all competitors that are advertised for the keyword you are interested in. To do this, you need to go to the website and enter the query in the search bar.

Next, specify the search engine and the region where ads are displayed, click on the "Search" button. The service will generate a detailed report - it will show the frequency of the phrase in Yandex.Direct for the last month, average price clicks, variations of a key phrase used by top 50 Yandex sites to place ads in Yandex.Direct.

The service will not only provide statistics on key phrases, but also show competitors in search results, as well as in context.

In addition, Serpstat will show examples of ads that competitors use in their advertising campaigns.

To use Serpstat tools for competitor and keyword analysis, you do not need to buy paid subscription.

Spywords

The SpyWords service will also help you analyze the keywords of competitors and get acquainted with examples of their ads. To do this, you need to go to the website , enter a key phrase in the search bar and click on the "Track" button. When you enter a query, the service gives hints with similar phrases.

SpyWords will show the number of advertisers who use a given keyword, the average cost per click, the number of impressions in Yandex and Google. In addition, the service will show examples of ads with text, a link to the landing page, and the number of requests.

With the help of SpyWords you can also identify similar queries. The service will show them in a separate list.

Most SpyWords features are available for free. To use the extended package of tools, you will have to buy a paid subscription. Cost - from 1950 to 4950 rubles per month.

Advse (Advse)

The Advse service will help you find competitors and determine the key phrases for which they are advertised. To do this, you need to go to the website and enter the phrases of interest into the window.

The service will generate a list of ten competing sites, sorting them by the share of impressions.

To find out the keywords for which competitors are advertised, you will have to register on the site, buy a paid subscription - 1500 rubles per year, - in your personal account, specify the domain of your site and start the analysis. In 10–20 minutes, the service will generate a list of competitors, after which you can see what queries they are advertised for.

As shown in the screenshots above, almost all services allow you to view competitors' ads. Moreover, to analyze promotional materials, it is not necessary to buy a paid subscription. If these tools are not enough, you can look advertisements competitors in Yandex manually.

Enter the query of interest in the Yandex search bar and see the results of the advertising issue.

Based on the results, you will be able to determine which keywords should be used in ads, which extensions - phone numbers and store hours, Quick links etc. - will help to overtake competitors.

Be sure to use the advanced search options. Set the correct display region, define the time interval, specify the accuracy of the occurrence of words in the query.

Yandex will show all paid ads in the specified region.

How to find out the budget of competitors in Yandex.Direct

Ideally, before launching an advertising campaign, you need to evaluate not only the sites of competitors, ads and keywords, for which they are shown in the search, but also to find out the approximate cost of advertising. Make it real. The main thing is to create a list of key phrases, arm yourself with a calculator and use the tools of online services.

You will have to analyze each key phrase for which ads will be shown, and then summarize the indicators of phrases from the list. The calculation is carried out according to the formula:

Budget = cost per click * number of requests * position CTR

Let's use the Serpstat service described above and collect the main key queries of competitors in Yandex.Direct.

Let's say that the site is planned to be promoted by the request "buy an infrared heater." We have two values ​​​​from the formula - this is the number of requests and the cost per click. It remains to find out the CTR of the position.

The service blog provides approximate CTR values ​​for positions.

These data can be used as a starting point when calculating the budget of competitors. It remains only to multiply the numbers in the report. By key phrase“Buy an infrared heater” will have to pledge at least 5,057 rubles to be in the first position: 90.6 (cost per click) * 1595 (number of requests) * 0.035 (position CTR). The numbers will be approximate, since Serpstat calculates the cost per click in dollars, and the data in the system is updated only once a month.

You can also find out the approximate budget of your competitors using the Budget Forecast tool in Yandex.Direct. Type the keywords you are interested in into the window and click on the "Calculate" button. Don't forget to set the display region, otherwise the data will be inaccurate.

When analyzing the data in the report, pay attention to the columns "Traffic Volume" and "Budget Forecast".

Remember VCG auction rules in Yandex.Direct. To be in the first position among the ads for the query "buy an infrared heater", you will have to pledge at least 95,557 rubles to outbid the nearest competitor's bid. For placement on the second and third line, you need to allocate about 77,000 and 62,000 rubles, respectively. There will be less traffic, but you can compensate for positions with attractive ad text. To do this, you will have to turn again to the search results for the query of interest in the specified region, analyze the texts of the creatives and landing pages, find possible mistakes from competitors and prevent them from creating your own promotional materials.

Try to analyze your competitors in Yandex.Direct today and make changes to existing ones advertising campaigns. Evaluate the results of impression performance with the previous period and make sure that the main thing in context is good preparation.

In this article, I will tell you how to properly analyze and select the keywords of competitors. It helps a lot in SEO promotion of the site.

Studying leaders on LiveInternet

First, we need to find the niche leaders themselves. That is, there should be some standards on which we will continue to rely.

So how do you find a competitor? The simplest thing is to search in the service. We go to home page and click on "site rating". Next, select the country, category and look at the first positions.

Rating of competitors on LiveInternet

We see that the very first project is banks.ru. This site can be considered as part of competitor keyword analysis. After all, the project has a lot of traffic. Therefore, we can consider it as a standard.

However, be careful here!

Of course, you can also look at information sites, which are also in higher places. But there is a possibility that in the semantic core of such projects there will be queries that we do not need.

In this case, we will not need any informational requests because users will not be converted into leads well.

So there should be a clear division here. If, for example, you have an online store, then we are looking for online stores, and not ordinary information sites.

Studying SEO Rate Leaders

Visibility dynamics by SeoRate

Here you can also see the change in dynamics. That is, for whom the dynamics of visibility has decreased, for whom it has increased, for whom it has gained momentum, and so on. Thus, it is possible to target certain leaders within the dynamics.

There is a clear leader here. You can go and analyze semantic core separate tools.

We study competitors through Megaindex

You can see who is the leader, how his visibility has changed, and so on. Also in the screenshot you can see a sharp drop. Perhaps it was some kind of system failure, out of season, or just a global fall.

Below I will tell you how to analyze and select competitor keywords. I will give only the basic rules of collection, which must be observed.

You, in turn, with the help of tools, must find the appropriate queries for yourself. There are a lot of services for this. Therefore, I will not consider them in more detail here. Instead, I'm giving you a basic base of keying rules.

So, first you need to look not only at the report on search phrases, but also focus on paid ones. That is, those requests for which they buy contextual advertising from search engines.

As a rule, such keys are already more balanced and considered by the competitor himself. If it were otherwise, then the competitor would not buy on them. Therefore, we pay attention to the requests for which there is a paid advertising campaign.

They can be helpful too!

Also, such keywords have a high conversion rate and pay off well. That is, you can no longer go a long way to collect keys. It is enough to copy them from competitors.

Visibility of competitor pages

You can also set specific ones that we want to see. For example, when we are interested in a specific category.

Marketing audit of competitors

What does it include?

For starters, we're looking what content modules does the competitor use. For example, it can be a block with reviews, additional blocks in a product card or in a category.

Feedback block

Here we look at the potential of keywords and their frequency. We look at how expedient it is to implement this content module on your site.

We collect a list of such traffic content modules on our topics and implement them on our website. As a result, we get good ideas without reinventing the wheel.

Explore SEO modules used by topic leaders. For example, it can be some kind of linking blocks. That is, we look at how competitors effectively transfer page weight.

You can also evaluate how correct these SEO modules are. Next, we make a list and implement it on our website.

We study the functional modules of competitors and their traffic potential. That is, we study the necessary functions that provide users on a competitor's website.

Suppose there is some convenient function on the site. The user remembered it and then began to ask in the search to see it on other sites.

It can be a function to compare products. It can also be some kind of promotions or discount offers. Still popular and goods in installments. In general, these are some features that are becoming popular among users.

We, focusing on the leaders of the subject, study their functional modules. Next, we evaluate the traffic potential of these modules (whether they will be asked in the search). Then we include them in our project so that .

Thus, relying on the experience of our competitors, we immediately discard a huge number of unnecessary actions. At the same time, we scale our site and expand the SA.

We finalize the site structure for a new semantic core

After you have learned the keywords of a competitor's site and conducted a marketing audit, you need to finalize the structure of the resource for a new semantic core.

I want to say right away that you should not be afraid to remake or complete the structure of the site. The more user-friendly and focused on useful pages, the better.

Website structure for cargo transportation

Above is an example of the subject of cargo transportation. But as it turned out, there are a lot of ramifications and interesting combinations of keywords in this topic.

All of them can be reached only with the help of a deep analysis of the market, competitors and topic leaders. Then you need to collect a huge semantic core, break it down and understand what kind of structure you need to create in order to reach the target audience as much as possible.

conclusions

You don't need to reinvent the wheel. You just need to analyze your competitors. Analysis is something without which it is now very difficult to survive in a competitive environment.

It's pretty easy to spot the sites that get the most organic traffic. They can't hide from us. They are easy to find, analyze, draw conclusions and borrow something useful. And also to improve and overtake.

In principle, how to find out the keywords of competitors is not difficult. You just need to follow the rules described above and use separate tools to collect requests.

Remember that you need to analyze both free and competitive keywords from the context.

You need to be ready to redesign and scale the site for greater traffic growth. Don't be afraid to redo! Of course, it is better to do everything right at once. But if there are problems on the site, then they need to be dealt with somehow.

If possible, scale and optimize the project. Get rid of unnecessary sections and add the necessary ones. All this should be done based on the popularity of keywords and topic leaders.

In general, in a competitive environment, you need to be flexible enough and ready to constantly work on your site.