The Competitors tab brings your Google search competitors into one place. Compare your domain with selected competitors, review performance over time, and open individual keywords to understand where you lead or fall behind.
What it is
The Competitors tab compares your domain with other domains found in the search results for your tracked keywords.
You can use it to:
Choose the competitors included in your comparison.
Compare Share of Voice, visibility, average position, and estimated traffic.
Find keywords where a competitor ranks above you.
Review keyword-level rankings and SERP features.
Open ranking history and the search results used to measure a keyword’s position.
This article covers Competitors under SERP TRACKER. The Competitors page under AIV TRACKER is a separate feature.
Why it matters
Your rankings alone do not show who is competing for the same search visibility. The Competitors tab helps you identify domains to investigate, find ranking gaps, and prioritize keywords where improving your position could make a difference.
Use the trend chart for the broader picture, then open a competitor or keyword to investigate the rankings behind it.
How it works
Keyword.com identifies competing domains in the search results for your tracked keywords. Select up to five competitors to compare with your own domain.
The page combines leader cards, a trend chart, and a comparison table. You can narrow the analysis with filters and choose a date range. The data describes performance within the tracked keyword set, rather than a domain’s entire search presence.
Where to find it
Open the project you want to analyze.
Click Competitors under SERP TRACKER in the left sidebar.
Choose which competitors to compare
Click Manage competitors at the top of the page.
Use Search ranking domains to find a domain in the discovered results.
Select the checkboxes for the competitors you want to compare.
Click Apply.
You can compare up to five competitors at a time. Selecting another competitor when five are already selected replaces the first selected competitor.
Use Hide beside a domain that is not relevant to your comparison. Hidden domains are excluded from the cards, chart, and table for the project. Use Restore in the Hidden domains list to bring a domain back, then apply your changes. Some platform domains are hidden by default.
Review the top competitors
The Top competitors cards identify leaders among the competitors currently shown:
Card | What it highlights |
Visibility leader | The competitor leading on visibility score. |
Biggest threat | The competitor leading on the number of keywords where it ranks ahead of you. |
Share of voice leader | The competitor leading on estimated click share. |
AI Overview leader | The competitor leading on AI Overview presence. |
Click a card to open a detailed comparison with that competitor.
Compare performance over time
Use the buttons above the trend chart to choose a metric:
Metric | How to interpret it |
Share of Voice | Your share of estimated clicks within the tracked keyword set. A higher percentage indicates a larger estimated click share. The matchup explanation counts top-10 positions. |
Visibility | A rank-weighted visibility score. Higher is better. |
Avg. position | Average ranking position on the shared keywords. Lower is better. |
Est. traffic | Estimated monthly visits from the shared keywords. This is an estimate, not measured website traffic. |
Use the date range control beside Filters to change the comparison window. The Share of Voice view also lists competitors that gained or lost voice, with changes shown in percentage points.
Compare domains or individual keywords
The Competitor comparison table has two views.
By competitor
Use By competitor to compare domain-level metrics. Your domain is marked You.
Alongside the chart metrics, the table includes:
Keyword overlap: Keywords where both domains rank, shown as a count and percentage of the tracked keyword set.
Win rate: Your share of shared keywords where you rank ahead of the competitor.
They outrank you: The number of keywords where the competitor ranks above you.
Volume: A search-volume total.
AI Overview: A percentage describing the domain’s AI Overview presence.
Use Search competitors to find a domain. Click a competitor name to open its detailed comparison. Metric values also provide shortcuts to the relevant trend or keyword breakdown.
By keyword
Select By keyword to compare your domain and selected competitors side by side. The table shows each domain’s Visibility and Position for individual keywords.
Use Search keywords to find a keyword, then click the keyword to open its overview.
Investigate a competitor’s wins and losses
In By competitor, click a competitor name or a Top competitors card.
Review the You vs comparison, including the trend chart and summary.
Under Keyword wins & losses, select the segment you want to investigate.
Review the keyword table and compare Their rank, You, and Rank gap.
The available segments are:
They win: Keywords where the competitor ranks ahead of you.
You win: Keywords where you rank ahead of the competitor.
New and Lost: Keywords the competitor started ranking for or dropped out of over the comparison window.
Biggest movers: A focused view of keyword movements.
Feature gaps: A view for investigating SERP-feature gaps.
All: The full keyword list for the selected matchup.
The summary also shows Traffic gap, an estimate of extra monthly visits associated with the competitor ranking above you. The explanation uses search volume multiplied by the difference in estimated click-through rates between the two positions. Treat this as an opportunity estimate, not guaranteed traffic.
Investigate an individual keyword
Select By keyword in the comparison table.
Find the keyword you want to investigate.
Click the keyword to open Keyword overview.
Review the standings, ranking history, and domain comparison.
Click Search results to inspect the collected results for that keyword.
The overview shows the search engine, location, search volume, and last-scraped information. The ranking history chart lets you select a day to inspect that day’s search results.
The search-results viewer shows the capture date and the results your rankings were measured from.
Narrow the analysis with filters
Click Filters above the page content to narrow the comparison by:
Competitors
Groups
Keywords type
Tags
Search intent
SERP feature type
Review the applied filter chips before interpreting the comparison. Remove a filter with its remove control, or use Clear all filters to remove the applied filters.
Important notes
Leaders are selected from the competitors currently shown. Changing the comparison set can change the leader cards.
Compare like-for-like keyword sets and date ranges when reviewing performance changes.
Share of Voice and estimated traffic are modeled metrics. They do not represent measured visits or total market share across all Google searches.
Competitors has to rank on at least one keyword to be included