Keywords form the backbone of most search engine optimization (SEO) efforts. They are the terms and phrases Internet users use in search engine queries, so how you use them can determine how easily your business can be found online.

When determining the best keywords for your website, you might think it's enough to conduct keyword research. While it does help with finding relevant and high-quality keywords, it's only one piece of the puzzle. Another crucial step you should consider is a keyword competition analysis.

In this SEO guide, you will learn what keyword analysis is in the context of competitor research, as well as how it differs from keyword research.

What is keyword competition?

Keyword competition refers to how easily you rank for a specific search term or phrase. It's a crucial metric because, in your area, you likely have competitors optimizing for the exact search phrases. The more businesses use the same keywords, the harder and pricier it becomes to rank for those terms.

A keyword analysis helps determine the best SEO strategy for your website. It provides insights into your competitors and which terms they're targeting, helping you find the most efficient and cost-effective way to raise your search rankings.

For example, it makes sense to target keywords most people use, but your competitors are likely following this strategy, too. For this reason, some businesses target so-called "low-hanging fruits," keywords that may not have high search volumes but are easier to rank for.

How can you analyze keyword competition?

Here are 10 simple SEO tips to effectively analyze keyword competition:

Use Google search results

Google is one of the best places to start, whether you're doing keyword analysis or competitor research. Go to Google, type your desired keyword, and see what comes up. The results will tell you who you're competing with and give you an idea as to what your strategy should be.

You can also click on the top results and look around their websites. Examine what they do with their content, titles, and meta descriptions to get ideas on how to improve your own SEO efforts.

Check your competitors' domain authority

Domain authority (DA) usually scores websites from one to 100 and shows their likelihood of ranking in the search results. As any SEO guide will tell you, the stronger your site, the higher its DA.

Using tools like Ahrefs and Moz's Link Explorer, check the DA of websites that are ranking for your keywords. If your competitors' websites have a much higher DA than yours, you'll likely struggle to rank for that search term.

Use tools to examine keyword difficulty

Tools like SEMRush and Ahrefs also feature a keyword difficulty score, usually from one to 100. A higher score typically means it's tougher to rank. Analyzing your desired keywords through such tools can help you understand competition before you commit resources to ranking for them.

Review your competitors' backlinks

The links from other websites to yours are called backlinks, and Google uses them to determine your site's trustworthiness. A site with plenty of backlinks is likely to rank high in the search results.

Check your competitors' backlinks using tools like Ahrefs and Majestic SEO. The more backlinks this competitor has, the harder it might be to rank for the same keywords they use. One way to compete is by building quality backlinks to your site through tactics like guest posting, influencer outreach, and creating high-quality content.

Examine your competitors' content quality

During your keyword research, do not focus on just the keywords. You should also look at the quality of your competitors' content.

If their content is weak, outdated, or irrelevant, you may outrank them by populating your site with better-made posts. This tactic will not only put you on Google's good side, but it will also make you more credible in potential customers' eyes.

Assess your competitors' meta tags

Meta tags are code elements describing your website's contents. They include the meta title, which is the title of your website as it appears in search results, and the meta description, which gives users a short overview of what to expect upon clicking on your link.

Ideally, these tags should entice users to visit your website and contain your desired keywords. During your competitor research, examine how they use keywords in their meta tags. If they are neglecting these elements, you might outrank them by crafting more compelling titles and descriptions for your pages.

Evaluate local search results

Since you're focused on local SEO, you should check how particular search terms perform in your geographic area. Google's search results can vary based on location, so ensure your keyword analysis looks at the results from your exact location.

You may even use tools like BrightLocal or a virtual private network (VPN) to simulate searches from other cities or regions. This tactic is especially helpful if your business has offices in multiple areas.

Look at bids on Google Ads

Google Ads can be a great way to see which keywords are competitive. High competition on Google Ads means that businesses are willing to pay to appear for that term.

Google's Keyword Planner can give you insights into certain terms' average cost-per-click (CPC). A high CPC points to high competition.

Use Google Trends

Google Trends shows how popular search terms are over time. Enter your desired keyword to see if interest is falling or rising, which will then help you spot opportunities.

For example, if your primary keyword is declining in popularity, you might want to focus on a new set of terms that are trending upwards. If you notice an increase in popularity, you might want to create content around it before the competition becomes too fierce.

Consider long-tail keywords

Long-tail keywords are longer and more specific phrases that attract relevant traffic while featuring lower competition. For example, instead of "HVAC technician," a long-tail term could be "best HVAC technician in Los Angeles."

These search terms are less frequently used. But because they are incredibly targeted and specific, they can attract high-quality leads that usually take minimal effort from your end to convert.

Conducting a keyword analysis on your competitors' websites does more than uncover valuable insights into their SEO strategies. It also helps you determine how to optimize your own website for better local search visibility.

If you find these steps overwhelming, consider working with a local SEO agency instead of doing them yourself. A local SEO company's team of experts understands the best tactics and practices for optimizing your website and can provide SEO tips and support tailored to your business's specific needs. With their assistance, you'll have time to concentrate on how to lead your business to success.