Best 7 FREE Competitor Analysis Tools in 2025: Our Picks

Finding the right competitor keyword analysis tool for free can give you an edge by showing which keywords your competitors rank for, revealing gaps in your own strategy, and helping you focus on terms that are more likely to bring in traffic. 

While free tools come with limitations, options like SpyFu, Google Keyword Planner, and Ubersuggest still offer valuable data that can guide your content and ad decisions.

In this article, we’ll cover: 

• How we chose the best keyword research tools you can use for free
• 7 best free keyword research tools

Let’s dive right into the best free tools to help you find competitor keywords.

The 7 best competitor keyword analysis tools free to try in 2025

1. Google Keyword Planner – Best for Google Ads and SEO
   ‍
2. Moz Keyword Explorer – Best for SERP analysis and keyword suggestions
   ‍
3. SpyFu – Best for competitor keyword research
   ‍
4. SEMrush Keyword Magic – Best for keyword expansion and clustering
   ‍
5. Ubersuggest – Best for beginner-friendly keyword research
   ‍
6. SE Ranking Keyword Tool – Best for rank tracking and keyword suggestions
   ‍
7. Ahrefs Webmaster Tools – Best for tracking your own site’s SEO performance

On a side note, if you're also open to paid options, here are the best competitor analysis tools for digital ads that offer more advanced features.

How we chose the best competitor keyword research tools

Not every free keyword tool is worth your time. Some limit access to data, while others push paid upgrades. To make sure you get useful insights without hidden fees, we picked tools based on three key factors:

• User-friendly: Your keyword tools should make digital ad intelligence research simple. That’s why we chose tools that have simple UIs that make keyword research easy for users of all skill levels.
  ‍
• Accurate and relevant data: While free tools have limits, they should still provide useful search volume, competition levels, and competitor keyword insights. Your keyword research should provide you with accurate data to base your strategies on. Otherwise, your entire campaign might be at risk.
  ‍
• Clear data access: We made sure that each tool on this list offers free features without locking everything behind a paywall.
  ‍
• Integration and exporting options: A solid tool should let you export keyword lists and connect with other SEO or PPC platforms.

Of course, there are many other factors to consider — we also looked for these while we considered keyword finder tools:

• Search intent insights: The best tools help you understand what users are actually searching for, not just show a list of keywords.
  ‍
• Competitive comparison: Good tools don’t just list keywords, they show which ones your competitors rank for.
  ‍
• Feature depth: Even free tools should offer filters, keyword difficulty scores, and long-tail keyword ideas to fine-tune your strategy.

If you're focused more on paid ads, we've also reviewed the 10 best free PPC competitor analysis tools with insights tailored for advertisers.

Top 7 free competitor keyword analysis tools

Figuring out how to find competitors’ keywords and strategies can give you an edge in search rankings and paid ads, regardless if you’re using dynamic or static ads. Here are some of the best tools you can use:

1. Google Keyword Planner – Best for Google Ads and SEO

Google Keyword Planner is a go-to free tool for finding search terms directly from Google’s database. It’s mainly built for Google Ads, but it also provides useful keyword insights for SEO. If you want reliable search volume and competition data straight from the source, this tool is a must.

Free features

Google Keyword Planner allows you to: 

• Discover keyword ideas based on a seed term
• View estimated monthly search volume and competition level
• See keyword trends over time
• Filter by location, language, and search network

Ideal users

This tool is best for business owners, marketers, and content creators looking for accurate keyword data for Google Ads and SEO. Since the data comes directly from Google, it’s one of the most trustworthy sources for search insights.

Limitations of the free tool

Even though Google provides their tool for free, there are still limitations to keep in mind:

• Exact search volume ranges are hidden unless you run a Google Ads campaign
• No competitor analysis or backlink data
• Limited to Google search; doesn’t cover other platforms like YouTube or Amazon

Verdict

Google Keyword Planner is a go-to tool for Google Ads and SEO, thanks to its reliable search volume data straight from Google. It doesn’t show competitor keywords directly, but it’s still one of the most trusted ways to find solid keyword ideas.

Want to dig deeper into paid search intel? Check out our full guide to Google Ads competitor analysis tools and tactics to see what strategies other brands are using.

2. Moz Keyword Explorer – Best for SERP analysis and keyword suggestions

Moz’s Keyword Explorer gives you a clear picture of how competitive a keyword is and what’s currently ranking on the first page. The free version is limited but still useful for finding keyword ideas and checking out what’s already working in the SERPs.

Free features

Moz’s free features allow you to:

• Get up to 10 keyword searches per month
  
• View keyword suggestions with monthly volume and difficulty
  
• See a basic SERP analysis with top-ranking pages
  
• Analyze keyword opportunity and potential

Ideal users

Moz is a good fit for bloggers, content creators, and small business marketers who want to quickly assess keyword potential and get a snapshot of what ranks on Google. It’s especially handy if you’re focused on organic search and want to avoid keywords with tough competition.

Limitations of the free tool

• Only 10 keyword queries per month
  
• Limited access to deeper SEO metrics
  
• No direct competitor analysis tools

Verdict

Moz’s Keyword Explorer offers solid SERP insights and keyword suggestions, but the free plan is capped and lacks competitor research features. It’s ideal for quick keyword checks or evaluating how hard it might be to rank for a topic.

3. SpyFu – Best for competitor keyword research

SpyFu gives you a peek at your competitors’ keywords, including a snapshot of their organic rankings and some Google Ads activity. The free version is a helpful starting point, but if you want full keyword lists or deeper historical data, you’ll need to upgrade.

SpyFu is primarily a paid tool, but you can get competitor insights for free and without an account. To use this tool’s free features, simply type a domain, URL, or keyword into the search bar on the homepage and click “Search.”

Free features

SpyFu’s free features allow you to:

• View a competitor’s top organic keywords
• See estimated search volume and keyword difficulty
• Check competitors' Google Ads history (limited data)
• View current rankings for a limited selection of keywords

Ideal users

SpyFu is useful for small business owners, bloggers, and marketers who want a quick look at their competitors' keyword strategies without paying for advanced tools.

Limitations of the free tool

SpyFu’s free tool comes with limitations. These include:

• Limited keyword and domain lookups per day
• No exporting or advanced filters
• Some data may be outdated due to batch updates

Verdict

SpyFu’s free version is a great starting point for checking competitors' keywords, but it’s limited in how much data you can access. If you just need a quick snapshot of competitor rankings, it does the job. But for more detailed research, other tools on this list provide deeper insights.

You can also explore more advanced Google Search Ads spy tools if you're looking to go beyond what SpyFu's free tier offers.

4. SEMrush Keyword Magic – Best for keyword expansion and clustering

SEMrush’s Keyword Magic Tool is great for expanding your keyword list and grouping ideas by topic, which is useful for both SEO and PPC. The free version gives you a small preview of related keywords, but most features — like clustering, full keyword results, and detailed metrics — are only available with a paid plan.

Free features

Keyword Magic’s free features allow you to:

• Generate keyword ideas from a seed term
  
• See basic data like search volume, keyword difficulty, and competition
  
• Filter keywords by match type: broad, phrase, exact, or related
  
• Get a quick sense of search intent (informational, navigational, commercial, transactional)
  
• Preview how keywords are grouped into topics to help organize content

Ideal users

This tool is best for content creators, digital marketers, and PPC specialists who want organized keyword lists to optimize SEO or ad campaigns. The clustering feature makes it useful for planning content silos or ad groups.

Limitations of the free tool

The limitations of SEMRush’s free tool include:

• Limited number of keyword searches per day
• No access to full keyword lists or advanced metrics without upgrading
• Requires a free SEMrush account to use

Verdict

SEMrush Keyword Magic Tool is great for expanding keyword lists and organizing them into clusters, making it useful for both SEO and PPC. However, since the free version limits searches and data, it’s best paired with other tools for deeper keyword analysis.

5. Ubersuggest – Best for beginner-friendly keyword research

Ubersuggest is known for its user-friendly interface, making it a solid pick for beginners. But over time, its free version has become more limited. You can still use it to get basic keyword ideas and a small glimpse of search volume data, but the cap on daily searches and restricted features make it less helpful for deeper keyword research. 

It’s a good starting point, but you might want to pair it with other free tools (or consider upgrading) if you need more data.

Free features

Ubersuggest’s free features allow you to: 

• Generate keyword ideas from a seed term, including long-tail variations
  
• View limited search volume, CPC, SEO difficulty, and paid competition metrics
  
• Get keyword overview with trends, estimated backlinks, and domain score
  
• See a basic SERP overview with top-ranking pages and their estimated traffic and backlinks
  
• Access limited backlink data for domains, including referring domains and authority score

Ideal users

Ubersuggest is ideal for small business owners, bloggers, and beginner marketers who want an easy-to-use keyword research tool with basic SEO insights. It’s a great entry-level option for those new to keyword analysis.

Limitations of the free tool

While the interface is clean and beginner-friendly, the free version comes with several restrictions:

• Limited to 3 keyword searches per day
  
• No access to full search volume trends or full keyword lists
  
• Requires a free account to unlock even basic features
  
• Keyword and content suggestions can be surface-level and less accurate compared to other tools

Verdict

Ubersuggest is easy to use and is a decent starting point for keyword research, but its tight limits and shallow data can be frustrating if you're trying to do anything more than basic exploration. It’s worth testing out, but if you need more depth or daily use, you’ll likely need to pair it with another tool like Google Keyword Planner or SpyFu.

6. SE Ranking Keyword Tool – Best for rank tracking and keyword suggestions

SE Ranking offers keyword research and rank tracking as part of its broader SEO platform. The free version gives you a limited preview of its capabilities, including a small sample of keyword suggestions and a snapshot of where a site ranks for specific terms.

Free features

Here’s what you can do with the free tool:

• Find keyword suggestions with search volume and difficulty
• Check where a website ranks for specific keywords
• View competitor rankings for selected keywords
• Get insights into local and global search trends

Ideal users

This tool is best for small businesses, SEO professionals, and digital marketers who need basic keyword research and rank tracking. If you want to see how a website is performing for specific search terms, SE Ranking provides a simple way to check.

Limitations of the free tool

There are some limitations to the free SE Ranking tool, including:

• Limited daily keyword searches (3 searches)
• Can only track rankings for a small number of keywords
• Some advanced insights are locked behind a paid plan

Verdict

SE Ranking’s free tool gives you a quick look at keyword suggestions and where a domain ranks, but that’s about it. The limited access means you won’t get the full picture of competitor strategies or keyword opportunities. If you’re serious about research or need ongoing tracking, you’ll likely outgrow the free version fast.

7. Ahrefs Webmaster Tools – Best for tracking your own site’s SEO performance

Ahrefs Webmaster Tools gives you free access to some of Ahrefs’ core features, but only for websites you own. While it’s mainly focused on helping you audit and improve your own site, it also includes a few tools that offer basic competitor insights once your site is connected.

Free features

Ahref’s Webmaster Tools allow you to:

• See all the keywords your site ranks for
• Run site audits to spot technical SEO issues
• Analyze your site’s backlink profile, including referring domains
• Use the Site Explorer (after verifying your site) to identify competing domains, view competitors' top pages, get very limited data on keywords your competitors rank for

Ideal users

Ahrefs Webmaster Tools is best for website owners, bloggers, and SEO professionals who want to improve on-site SEO and understand how their content performs.

Limitations of the free tools

Webmaster Tools come with limitations that include:

• Only provides data for websites you own or verify
• Doesn’t allow competitor keyword research
• Limited backlink data compared to the paid version

Verdict

Ahrefs Webmaster Tools is a strong free option for tracking your own site’s keywords and backlinks, but it doesn’t offer full competitor website analysis. 

How Bestever takes your competitor analysis to the next level

Finding the right keywords is just one piece of the puzzle. Using a competitor keyword analysis tool for free can show you what your rivals are ranking for — but knowing how to use that information to create better ads is a different challenge. That’s where Bestever comes in.

Bestever focuses on creative performance and optimization, while also allowing you to track competitor ads and performance. Bestever’s ad analysis tool gives you insights into what’s working in your competitors’ ads (and why), so you can improve your own strategies and creatives.

Here’s how Bestever can help:

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad’s ad engagement, budget efficiency, and creative effectiveness​. You can use this tool to analyze your competitors’ creatives and then your own to see where you can make improvements.
  ‍
• Get AI-driven suggestions to improve weak ads: Bestever analyzes your past ad performance and industry trends, flagging underperforming elements and suggesting improvements before you waste your budget.
  ‍
• Know your target audience: Bestever analyzes your website traffic and ad engagement to offer data-backed audience targeting suggestions. Just share your website URL, and it’ll quickly identify who’s most interested in your brand.
  ‍
• Generate assets fast: Need new variations? Bestever analyzes your site content and past high-performing ads to generate high-converting visuals and messaging, helping you scale without a large creative team. Use these variations for A/B testing to help you develop a competitive strategy.
  ‍
• Make adjustments early with real-time insights: Bestever continuously tracks your ad performance, detects creative fatigue, and suggests when to refresh content—so you can pivot early and avoid wasted ad spend​.

Ready to turn your competitor analysis insights into top-performing ads? Let our team walk you through how Bestever can help you analyze your ads so you can focus more on what’s working, starting today.

Try a demo of Bestever for free.