Stop Guessing — Spy on Their Keywords Instead

Wanna know why your competition keeps showing up on Google and you’re still buried on page three? It’s not luck, and it sure as hell ain’t magic. They’re watching you — and it’s time you return the favor.

You don’t need fancy degrees or big-city budgets to figure out what keywords your competitors are using. You just need some grit, the right tools, and a little outlaw attitude.

Here are 7 smart, scrappy ways to see what the hell your competition is doing — and how to do it better.

1. Use Keyword Tools Like a Detective

Start with the basics: SEMrush, Ahrefs, Ubersuggest, or even the free stuff like Google Keyword Planner.

Pop your competitor’s URL into those bad boys and boom — you’ve got a list of what keywords they’re ranking for. Not just random guesses. Real data.

Look for:

• High-volume keywords they’re killin’ it with
• Keywords they almost rank for (you can sneak past them here)
• Weird gaps where you can swoop in and dominate

Outlaw Tip: Don’t just copy. Find where they’re lazy and go harder. Better blog. Better offer. Better damn title.

2. Pick Apart Their Website Content

Don’t just read their blog — dissect that thing.

• What topics are they covering?
• What’s missing?
• What’s outdated or weak?

Check their keyword use. If they keep hammering the same 2-3 terms, they might be missing golden nuggets. You can own the stuff they ignore.

And don’t sleep on quality. If it’s boring, corporate, or written like a robot — you’ve got an easy win.

3. Swipe Intel from Meta Tags

Meta what now? Yeah — I’m talking about those little title and description snippets that show up in Google.

View the page source or use SEO tools to see:

• What keywords are baked into their titles?
• Are the descriptions juicy or just meh?
• Can you write something punchier that gets the click?

Because ranking is great, but clicks are where the money’s at.

4. Reverse Engineer Their Backlinks

This one’s a sneaky goldmine. Use Ahrefs or Moz to peek at who’s linking to your competitors.

• Are they getting featured on local sites, news outlets, or blogs?
• Can you get a link there too?
• What anchor text are they using?

Pro move: If a site links to your rival, they might love your stuff too. Slide into their inbox with something better.

5. Watch Their Social Like a Hawk

Facebook, Instagram, LinkedIn — it’s all a goldmine for intel.

See what they’re posting. What’s blowing up? What’s flopping?

• Look for engagement (likes, shares, comments)
• What questions are folks asking?
• Are they ignoring their audience?

Step in where they slack off. Be louder. Be realer. Show up with value, not just noise.

6. Dig into Google Ads for Clues

Even if you’re not running paid ads, you can still snoop on competitors who are.

Use Google’s Ad Transparency tools or SpyFu to:

• See what keywords they’re bidding on
• Check out their ad copy
• Track seasonal trends they jump on

Then take those high-converting ideas and adapt ‘em to your organic strategy — or run your own low-budget ad campaign and steal some spotlight.

7. Do a SERP Deep Dive

Don’t just search. Study that Google results page.

• Who’s in the top 3?
• Are there featured snippets? Local map packs?
• What’s the vibe of the top-ranking content?

Match their format (if it works) but bring your edge. Add more real talk, local flavor, or visuals that actually help.

Your goal isn’t to blend in — it’s to stand out. Google notices that.

FAQ Time: Real Talk

How often should I spy on keywords?
Quarterly is solid, but if things move fast in your space, do it monthly.

What tools do I need?
Start with Ubersuggest or Google Keyword Planner. Upgrade to Ahrefs or SEMrush if you’re serious.

Can I use competitor keywords in ads?
Yep. Just don’t copy word-for-word. Make it your own.

What are long-tail keywords and why do I care?
They’re those 3-4 word phrases like “best welding shop in Kansas.” Less competition, more intent. Use ‘em.

How do I pick which keywords to go after first?
Start with low-hanging fruit: low competition + good volume. Build from there.

Final Word

This ain’t about copying. It’s about outsmarting.

Use their keyword data to work smarter, not harder. Spot their weaknesses. Show up stronger. Be louder. And for the love of small-town business, don’t write like a robot.

Now Get Out There and Market Like an Outlaw

Want more bold marketing ideas like this?
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