Hello there! I need to do a competitive SEO analysis (keywords, traffic etc) for my client and curious to know what sort of tools/platforms do you usually use to do that? I'm familiar with SEMrush and Ahrefs, but maybe you could recommend for me something else. Cheers :)
Always difficult this as you will never be certain what keywords work best for your competitors and you will never know their traffic. For all you know they could have a hidden gem of a keyword that generates a load of converting traffic. Not do you know their marketing strategy. They could be generating quality leads from social media, emails or advertising. And for local sites, referrals and GMB can be far more lucrative than SEO.
Yes, I agree. All of the "public data" from tool vendors is going to be off from the true numbers they see. Plus, what if they suck and are doing the wrong things? I see this every day, even from the "best" companies in the world.

Rather than focus on competitors, you might be better served to look into which keywords are low hanging fruit (where you already rank 5-15) where incremental improvements to the page or promotion of it can yield strong results. This is usually a better way to move the needle for clients and it has much more realistic expectations in terms of payoff.

Don't chase competitors - make them chase you!
Thanks! But what should I do if the website hasn't been launched yet and I need to understand what sort of keywords are trending in my industry to later include them in my content?
ο»Ώ Zachary ο»Ώ use the Google Ads keyword tool, Google trends is another good one....but I usually tell people to...

START GOOGLING!Β 

Act like a customer of the business and start searching yourself. Look for the people also asked sections, and leverage the "people also searched" section at the bottom of the SERPs for clues as to what folks are looking for around what the business does.Β 

Between these three things, you should be able to find more keywords than you could possibly optimize for in the first year, plus learn a heck of a lot about consumer search behavior which will help beyond this situation πŸ˜„
ο»Ώ GMB Gorilla ο»Ώ Of course I'm doing that, but isn't that kind of obvious?! I was looking more for some data-driven insights like traffic and keywords performance analysis, which you definitely cannot get just from GOOGLING. Still appreciate the answer thoughπŸ˜ƒ

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