Key Features
Competitor Keywords
See every keyword any competitor ranks for organically — find gaps in their strategy to exploit.
PPC Research
See every Google Ad a competitor has ever run — ad copy, landing pages, budgets and duration.
Keyword History
See how any keyword's ranking history has changed — spot algorithm update impacts and trends.
Backlink Research
Competitor backlink profiles — find who links to them and target the same sources.
Domain Overview
Full organic and paid performance overview for any domain — traffic estimates, top keywords and ad spend.
Kombat
Three-way competitor comparison tool — shows keywords shared with competitors and gaps to target.
Pros & Cons
What we like
Historical PPC data going back years is unique
Kombat tool is excellent for gap analysis
More affordable than Semrush for competitive research
Free searches available without account
Strong ad copy research for PPC teams
Watch out for
Data accuracy can lag behind Semrush and Ahrefs
Less comprehensive than Semrush for full SEO suite
Backlink data smaller than Ahrefs index
UI feels dated compared to modern competitors
Best Alternatives
Semrush
More comprehensive SEO and marketing suite — better all-round platform
Ahrefs
More accurate backlink and keyword data — stronger for serious SEO
AnswerThePublic
Better for content ideation and question-based keyword research
Surfer SEO
Better for content optimisation once you've identified keywords
Frequently Asked Questions
SpyFu allows limited free searches without creating an account — useful for quick competitor checks. Paid plans from $39/month give unlimited searches and full data access including historical PPC data.
Semrush is more comprehensive — better keyword data accuracy, broader toolset and stronger site audit features. SpyFu is more affordable and has stronger historical PPC ad research going back further than Semrush. For pure competitor ad intelligence, SpyFu is excellent value; for a full SEO platform, Semrush is worth the premium.