Every competitor's content strategy is public: their URLs, titles and headings reveal exactly which keywords they target. You do not need a $129/mo tool to read it — here are the free methods.

Method 1: Sitemap mining (free, 10 minutes)

Open competitor.com/sitemap.xml (or /sitemap_index.xml). Every URL is a keyword bet they made. Scan for patterns: which topics get multiple URLs (their focus areas), which URL structures repeat (their templates). A competitor with 40 URLs containing "vs" is telling you comparisons convert for them.

Method 2: Google site: search (free)

site:competitor.com "your topic" shows their coverage of any topic — count the results to gauge depth. Then site:competitor.com alone, paginated, is a full content inventory.

Method 3: Search Console impression mining (free)

Your own Search Console shows queries where you and competitors both appear. Filter Performance by a competitor-heavy query, check which of your pages Google already associates — then build dedicated content to take the full click.

Method 4: Content gap tools (free tier)

AutoRank's Content Gap Analyzer compares your keyword footprint against competitors' and surfaces the gaps — terms they rank for that you do not. 5 credits free, no card. This automates methods 1–3 into one report.

What to do with the intel

1. Do not copy — outflank. Find the keywords they rank for weakly (thin content, outdated) and beat those pages.
2. Find their gaps. Topics adjacent to their coverage they missed — your easiest wins.
3. Learn their templates. If "X vs Y" posts drive their traffic, the format works in your niche too.

FAQ

Is analyzing competitors' keywords ethical?

Completely — everything used here is public. You are studying their public strategy, not stealing anything.

How often should I do competitor keyword research?

Quarterly for strategy; monthly spot-checks on your closest rival.

Sources

• Google Search Central: Search Console performance reports
• AutoRank Content Gap Analyzer: https://www.autorankenterprise.com/keywords