Have a look at similarweb.com

Put your competitor's websites in there.

Hey, got to this slightly late.

Though the recommendations from the guys below are completely fine there are two tools in particular that I think will really help you when it comes to breaking down the keywords used by users to find competitor sites.

1. https://www.semrush.com
2. http://www.searchmetrics.com

There are hundreds of keyword research tools out there, but these two are particularly useful in finding out where competitors are getting their traffic which can be helpful in kickstarting your own keyword research.

Feel free to get in touch if you have any other questions.

Scott

It sounds like the issue is not knowing what your competitor's customers are searching for, but how to establish your own niche in a way that attracts more customers to you. Without any specific data on your business, it's hard to help you hone in on your brand message. If you want we can hop on a call and find out specifically what you need.

To gauge the persona of your competition's customers the best things to do would be:

1) Go to your competitors' websites, and look at how they are presenting themselves. For instance, look at:
A) The images they use: Age and other aspects of the people in their images. Are they targeting families, or certain family members, etc.
B) The words they use: The specific problem they're pitching a solution for. For instance, maybe they say, "for busy people that don't have time for xyz"
C) The format of their product: For instance, do they have an app for a younger crowd, or is it formatted for an older crows?
D) The price of their product(s)

2) Do a google search for your competition's name and see who talks about it and how. For instance, if they have an app, read the app reviews and look at the type of person that's leaving them, and the type of review they give. Go to online forums and see who's discussing it / recommending it and how they describe it. If you can't find any existing forum discussions of your competition, go to popular forums and post your own comment/question about your competition and see if anyone responds (i.e. see how many people who read that particular forum also use your competition). You could even post questionnaires on those forums targeted at your competition's customers. In the questionnaire you could explicitly ask how they found out about the product.

If you'd like more detailed advice related to your specific product, or have any other questions, let me know,

best,

Lee

Hello, I see that you have received a lot of responses here already. My name is Humberto Valle, I am a global competitive strategist. There are many ways to build a micro targeted audience, studying your competitors is not one of them. Theres this notion that when you are trying to grow a business that you need to 'compete' against other companies when in reality that only sidetracks you and has you building a slightly differentiated me too product or service in the eyes of the consumer. What you should do is run market research, ask the right questions, study public behavior on certain topics, and know your product in and out and the alternatives to using your product - at the end of the day your growth is heavily dependent on your ability to market and advertise your product and what needs to be different is that. If you are interested in having a conversation with one of us at our hybrid marketing agency and see if we can be of help please don't hesitate to contact me. We are an all inclusive marketing solutions that employs MBAs, Artists, and Programmers and we find niches and untapped markets for our clients.

Yes, you're able to get very specific with what your audience does on competing websites.

You drill as deep as figuring out what pages they viewed and where they went next after they clicked away.

There are also ways to identify a competitors entire keyword universe. This is essentially what the big boys do, and what online competitive intelligence is all about.

I'd love to share more over a 30 minute call with you. We can discuss your exact needs, and I can share with you some of the tools I use, give you a perspective of costs, etc.

Hope this helps!

Adrian Contantin

Hi!
Sure, there are many tools (free. semi-free and paid) that let you unveil your competitors keyword strategy. SEMRush does a good job on giving the detailed list of terms for every domain that you provide. Here's a link that you can use to start tracking your competitors (with my affiliate code, I get paid if you buy the service): https://www.semrush.com/sem/?ref=2017016343&refer_source=&utm_source=berush&utm_medium=promo&utm_campaign=banner