SpyFu
Competitive IntelligenceCompetitive intelligence for keywords, ads, and ranking history
Overview
SpyFu pioneered competitive search intelligence when it launched in 2005, building one of the largest historical databases of search marketing data available today. The tool specializes in reverse-engineering competitor strategies by showing exactly which keywords they rank for organically and bid on in paid search, along with their ad copy variations and estimated budgets.
Unlike broader SEO platforms, SpyFu focuses specifically on competitive intelligence rather than trying to be an all-in-one solution. This specialization shows in features like PPC competitor tracking and historical ranking data that goes back over 15 years. The platform maintains detailed records of competitor ad campaigns, keyword rankings, and SERP changes that most other tools don't preserve long-term.
SpyFu competes directly with the competitive intelligence modules in SEMrush and Ahrefs, but offers deeper historical data and PPC insights at a lower price point. However, its keyword database is smaller than these enterprise platforms, and international coverage remains limited primarily to US markets.
Key features
Competitor Keyword Discovery
Reveals every organic and paid keyword competitors rank for, with search volumes and difficulty scores. Shows keyword gaps and opportunities you're missing.
PPC Intelligence
Tracks competitor ad spend, copy variations, and bidding strategies across Google Ads and Bing. Includes ad testing history and budget estimates.
SERP Analysis
Shows ranking history for any domain or keyword over time. Tracks position changes, new competitors entering SERPs, and seasonal trends.
Backlink Intelligence
Monitors competitor link building campaigns and identifies their most valuable backlink sources. Less comprehensive than dedicated backlink tools but sufficient for competitive analysis.
Domain Overview Reports
Provides complete competitive profiles including organic traffic estimates, top keywords, biggest competitors, and paid search activity.
Kombat Feature
Head-to-head competitor comparison tool showing keyword overlaps, gaps, and shared competitors across multiple domains simultaneously.
Pricing
| Plan | Price | Includes |
|---|---|---|
| Basic | $39/mo | 10,000 search results, domain overview, competitor research |
| Professional | $79/mo | Unlimited searches, custom reports, API access, historical data |
| Team | $299/mo | Team collaboration, white-label reports, priority support |
FAQ
How accurate is SpyFu's competitor data?
SpyFu's keyword data is generally reliable for high-volume terms but can miss long-tail keywords. PPC data accuracy varies by industry, with better coverage for competitive sectors like finance and legal.
Can SpyFu track international competitors?
SpyFu primarily focuses on US search data with limited international coverage. For global competitor analysis, tools like SEMrush or Ahrefs provide better international data.
Does SpyFu integrate with other SEO tools?
SpyFu offers API access for Professional plans and above, allowing integration with custom dashboards. Direct integrations with major SEO platforms are limited compared to enterprise tools.
How far back does SpyFu's historical data go?
SpyFu maintains over 15 years of search data, making it one of the best tools for long-term competitive trend analysis and tracking ranking changes over time.
Is SpyFu worth it for small businesses?
The Basic plan works well for small businesses needing competitor research, but the keyword database is smaller than SEMrush or Ahrefs. Best for PPC-focused competitive intelligence rather than comprehensive SEO.
Review Sentiment
630 reviews across 2 sources
Bottom line
SpyFu's free tier lets you evaluate unmatched historical data spanning nearly 20 years before committing to paid plans from $39/mo. Its 4.6/5 from 630 users is well-earned — the main caveat is keyword difficulty and traffic estimates less accurate than Ahrefs.
People love
- +Unmatched historical data spanning nearly 20 years of PPC and SEO competitive intelligence
- +Affordable at $39/mo with unlimited searches, projects, and data exports
- +Competitor keyword overlap tool reveals exactly which keywords competitors rank for that you don't
Common complaints
- –Keyword difficulty and traffic estimates less accurate than Ahrefs or Semrush
- –Interface feels dated and cluttered — navigation could be more intuitive
- –Backlink data quality and freshness lags behind dedicated link analysis tools
🟠Reddit sentiment
mixed10 threads in r/SEO, r/PPC, r/digital_marketing
“I've tried SEMRush and Ahrefs, but they felt complicated. SpyFu's cheaper and gives me loads more keywords”
r/SEO· 42 pts
“SpyFu is great for PPC competitor research but falls short for SEO beyond basic keyword research”
r/PPC· 31 pts
🔵𝕏 sentiment
mixed6 posts
“SpyFu's historical ad data going back 20 years is unmatched — no other tool comes close for PPC research”
@PPCexpert· 89 likes
“SpyFu works best as a low-cost PPC tool but is extremely feature-light compared to Semrush”
@SearchMarketer· 56 likes
Last updated Feb 2026