For your own site, open the performance report in a free search engine webmaster tool such as Google Search Console and look at the queries list. For any other site, use an SEO tool's domain overview, then spot check key phrases with a manual search.
There are three ways to find out what a website ranks for, and the right one depends on whose site you're checking and how complete you need the answer to be. If it's your own site, start with the free route, because it comes from the search engine itself. If it's a competitor's, you'll need a third-party tool. Either way, a quick manual search helps you sanity-check what you're seeing.
Route one: your own webmaster tool, free
If you own the site, this is the best place to start. Search engines offer free webmaster tools, such as Google Search Console and Bing Webmaster Tools, and once you've verified your site they'll show you a performance report with the searches your pages appeared for.
What it shows: the real queries people typed, how often your site appeared, how often they clicked, and roughly where you sat in the results. It's your data, from the source.
What it doesn't show: anyone else's site. You can only see sites you've verified. It also won't tell you about searches you don't appear for at all. If you've never set one up, my walk-through on using Search Console to check your site gets you going.
Route two: an SEO tool's domain overview
Most SEO tools let you type in any domain and see a list of keywords it ranks for. This is the only practical way to look at a competitor's site, and it's handy for your own too because the view is laid out differently.
What it shows: an estimated list of keywords, positions and the pages that rank. It's quick, and it works for any site.
What it doesn't show: everything. These lists are built from the tool's own sample of searches, so they're estimates, not a full record, and two tools can give you different lists for the same site. Treat them as a strong indication rather than the truth. I've rounded up options in my guide to keyword research tools if you need one.
Route three: a manual spot check
The simplest route costs nothing. Search for a phrase you think a site should rank for and see where it turns up. It's slow and it only answers one phrase at a time, but it's useful for checking something specific.
Bear in mind that results can shift depending on your location, what you've searched before and whether you're signed in. A private browser window helps a little. My piece on checking your Google rankings covers the manual method in more detail.
| Route | Works for | Complete or sampled | Cost |
|---|---|---|---|
| Webmaster tool | Your own site only | Your real search data | Free |
| SEO tool domain overview | Any site | Sampled estimate | Usually paid, some free views |
| Manual search | Any site, one phrase at a time | A single snapshot | Free |
Reading the list once you have it
A list of keywords on its own doesn't do anything. The value comes from deciding what to do next, and there's one group worth looking at before any other.
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Phrases ranking just below the top
These are the ones sitting on the second page or low on the first. Your page is already relevant enough to show up, which means a bit of work can move it a long way. Say a page on choosing a website builder is showing up for a question about the cheapest option, but low down. Adding a clear section that answers that exact question could be enough to lift it.
- Check the page answers that phrase directly, near the top.
- Make sure the title and headings use the reader's wording.
- Link to the page from other relevant posts on your site.
- Look at what the higher results do better, then do it more clearly.
Phrases you never meant to target
You'll often find a page showing up for questions you didn't write it for. That's a gift. Either add a section to answer the question in full or write a separate post for it, so the reader gets exactly what they searched for.
Pages competing for the same phrase
If two of your pages appear for one phrase, they may be pulling against each other. Decide which one should own it and make the other one point to it.
A quick note on checking a competitor
For a competitor, route two is your main tool, backed up by spot checks. Look for questions they rank for that you've got a better answer to, and gaps where neither of you has written anything. Then keep an eye on how you're both moving with a rank tracker over time rather than checking once and forgetting.
My verdict: start with your own free webmaster data, because it's the most reliable view you'll ever get of your site. Use a paid tool when you need to see a competitor, and never treat any single list as the whole picture.
Quick answers
Can I see what keywords a competitor ranks for for free?
Partly. Some SEO tools show a limited free view, and manual searches work one phrase at a time, but full lists usually need a paid tool.
Why do two SEO tools show different keywords for my site?
Each tool builds its list from its own sample of searches, so their estimates differ. Your webmaster tool shows your real data.
Why doesn't my site show up for a keyword I target?
The page may not answer the question clearly enough, or another page may be a better match. Check the page against the higher results.
How often should I check my rankings?
Monthly is enough for most small sites. Daily checking mostly shows normal ups and downs.
