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Well, I have a few ways that are non-MOZ, so hopefully, I don't get dinged on points Screaming Frog - crawl their site to get a full anatomy and understand how their architecture is built around keywords iSpionage.com - great way to understand keywords they pay and play for Similarweb.com - gives an idea of traffic composition AdWords Keyword planner - you can toss in a website URL and it will give you keyword suggestions. That will give you buckets of keywords they may be using - don't just do their homepage though! Once you have a list of keywords you can use MOZ to build your content and measure against your competition. GL!