Tour the SpyFu Main Page

Navigating SpyFu is easy once you learn a few basic steps in this site tour:

First, log in.

When you log in, you unlock full access to unlimited keywords, unlimited searches, and specialty features like SpyFu Kombat and Ad History.

You can browse SpyFu any time on your own with free access just by going to the site. We set this up so you could get an idea of what you can accomplish with, but the true insights and opportunities come with history, trends, and full data sets that you can see with a subscription.

Orange signup button

With your own SpyFu premium membership, you will have immediate access to every SpyFu capability.

Sign up now or resume the tour below.

Search Box

Domain Search Box

This is the best path to pull up fast stats on any keyword or domain.

Start with a domain, a keyword, or even a URL in the search box, and you will get an overview that summarizes the most important takeaways. Depending on what you searched, the site will automatically take you to the right section: domain (or URL) research or keyword research.

Overviews (Domain Results)

When you search a domain, we go through every tool we’ve created and pull together our best findings about that site. That much data could be tough to manage, so we created overviews that curate the best findings into one spot.

Domain overview tab

Think of these as launch pads for your research. Information like this can help you make more confident decisions about emulating these domains for their optimized copy or including their keywords in your campaign. You can adopt their best practices with the answers that start with this overview page.

The Domain Overview

After you search a domain, the monthly domain overview page gives you a solid look at that site’s current stats and historic patterns in PPC and SEO.

You’ll find the familiar data we have always shared with you as well as new metrics to help you quickly gauge that site’s search marketing efforts (and the results of those efforts).

  • Paid and organic clicks
  • Number of paid and organic keywords
  • Lists of paid and organic keywords
  • A history summary — how long have they been ranking and advertising
  • Competitors — who they are and which keywords do they share

New metrics:

  • Inbound click chart — compare how much traffic they get from SEO vs PPC.
  • SEO Recent Moves — Not its name at all, but what matters is that it shows action among a site’s organic keywords. It shows a count of how many keywords just made it to the first page and how many just fell off.
  • Shared keyword count — how competitive is their SEO or PPC activity?
  • Rankings by page — Find out how many of the site’s rankings land on the front page. Which ones should they be working on to get them there?

These sections (and more) are summaries of a bigger story. The overview helps you quickly assess a site, but you can dive into any of those categories for more detailed research. Click, and you will open a new tab like the full ad history section or a list of the site’s paid keywords, for example.

Open Detailed Grids and Tools

Scroll down, and you’ll find interactive tools that open into more detailed results.


We show you the top 5 Organic and Paid competitors of the domain, and there are more options to follow. You can click the competitor’s name to open that domain research page, or you can click the “view more” link for an expanded Competitor chart and timeline.

Top organic and top paid competitors in SpyFu

Competitor Shared Keywords

Knowing how much you overlap a competitor lets you get a sense of how much you could (or should) emulate their search marketing approach. That’s the very basic view of this section, but the big takeaways are living in the overlaps.

Competitor Shared Keywords

See that yellow section popping out in the left hand side chart? It represents a site’s biggest SEO weakness. Clicking it opens a list of every keyword that their competitors both rank for, but they don’t. Having information like that (and 3 other SEO-focused opportunities) gives you an actionable way to look at keywords that competitors share (or don’t). The PPC side has similar groups to learn from.

Read more about those categories in the Shared Competitor Keyword section (AKA “SpyFu Kombat.”)

Top Keywords

It’s a classic SpyFu staple. Type in a competitor’s domain, and you can get (and export) all of their organic keywords and paid keywords.

Since we’ve been delivering on that for so long, we found a way to improve the list that we show you.

Every keyword is still there, but in SpyFu you will find the keywords sorted with more effective and competitive keywords at the top.

This makes it an action list for you. You can always export them and sort the way you see fit, but when you need to figure out what they rank for in an instant or find the competitive keywords they purposely buy, you’ve got your best keywords on top.

AdWords History

Seeing today’s ads are important, but history tells a bigger story. Since we have been keeping tabs on search advertisers for nearly 8 years, we can show you every ad that has been tested — including the ad copy they used. That means you can track the evolution of an ad and learn from years of testing what really works for this audience.

AdWords History in SpyFu displaying the ad history of a domain on SpyFu

This section on the overview page lets you highlight the same ad across different keywords so you can see their ad groups. It also helps you see the dominant message that a site uses in its AdWords campaigns.

Organic Ranking History

Just like the history of advertisers (above), the history of domains that rank can improve your ranking strategy going forward.

Since the section automatically loads the domain’s top SEO keywords into the chart, you can quickly get a sense of how stable their rankings have been or whether they’re in a growing pattern. Switch to another filter, and the chart finds keywords that reflect changes in the site’s rankings:

  • Keywords that they lost ranks on,
  • Keywords they just started ranking on,
  • Keywords where the domain fell out of the top 10 results from last month, and
  • Keywords they gained ranks on.

You can track the site’s performance over time on these filtered sets of keywords. When you track a competitor’s ranking history, you get meaningful answers about where they’ve faltered or grown and why. Date markers of Google’s algorithm updates help you learn how a site does in light of Google’s Panda and Penguin hits.

Organic Ranking History

Add any of the domain’s keywords to the chart to compare it against others, and click through to get advanced filtering results in the chart.

Inbound Links (Backlinks)

Our backlink discovery tool is robust, so in the overview we’re bringing you the highlights. Having these links means that by just typing in the domain, you can find its inbound links that come from ranking, highly-visible pages. These are Google-indexed links, so junk link farms don’t make the cut. Here, discovery is the key. This is about finding opportunities for your own site without digging through an overload of dead ends. This section highlights the reputable pages that are linking to your competitor (its “backlinks”).

Inbound Links

Click through to open an interactive tool that lets you refine results by page type and automatically take out links that your page already gets.

SEO Overview and PPC Overview

From the first search, you can bypass the domain overview and select a more focused track. If you are working on a PPC project, choose the PPC Research tab after you search. That overview gives you only AdWords-focused tools so that you work with relevant insights for that campaign.

Find more details about the PPC Overview page and its tools.

You have the same option for SEO.  The SEO Overview lets you quickly gauge the overall organic performance of any competitor.

Find more details about the SEO Overview page and its tools.

United States and United Kingdom Flag IconsQuick note: Right at the top any page, you can also move between US and UK data, where learning the niche’s activity in separate markets paves the way for potential expansion.

Selecting data by country in SpyFu

Keyword Research

All of those “first steps” are options when you search a domain. If you choose a keyword to start, you get a different path to heighten your keyword research.

We’ve got a detailed tour on the way. It describes some of the findings like:

  • Major keyword research stats like cost per click, search volume, and daily cost
  • SEO highlights like a ranking difficulty score and common ranking factors
  • Top advertisers on that keyword–including their headlines and ad copy used
  • AdWords costs by match type
  • Total number of advertisers — how competitive is this term

It drills into much more, ready in interactive grids and charts:

  • Related terms that competitors also bought
  • Advertisers and their ads (with copy)
  • Ranking history of every domain on that term
  • Inbound links for domains that rank for that term
  • An analysis of domain that rank and what they have in common
  • Current ads for the month