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Keyword Research · Reviewed 26 Oct 2026

SpyFu

SpyFu is a competitive intelligence tool for SEO and PPC professionals.

from $39 · free tier · spyfu.com ↗

Paid against free › Keyword Research › SpyFu

SpyFu at a glance
269.2KEstimated total trafficModeled monthly visits5.2KRanking keywordsPublic search sample76/100Technical health15 pages checked0Referring domainsLive backlink summary

Overview

01

Summary

The useful answer before the supporting detail.

SpyFu is a competitive intelligence platform that turns Google Ads and search data into actionable insights for SEO and PPC professionals S1. It helps users analyze competitor keywords, ads, and site performance to inform their own strategies S14. The platform offers a suite of tools including keyword research, site audits, and API access, providing practical value for marketers seeking to improve their search presence S14 S17.

02

Product identity and positioning

Name, category, positioning, audience, and first-party claims.

  • Identity: SpyFu is a competitive intelligence platform for SEO and PPC professionals S1.
  • Core purpose: It solves the problem of understanding competitor search strategies and identifying opportunities S1.
  • Intended users: SEO and PPC professionals, marketers, and agencies S1.
  • Product scope: A web-based platform with tools for keyword research, competitor ad history, site audits, and API access S14 S17.
  • Positioning: SpyFu positions itself as a tool that fuels smarter strategies by turning competitor data into actionable insights S1.
  • Claimed distinction: It claims to make complex competitor analysis understandable even for beginners S1.
03

Use cases and audiences

Who the product serves and the jobs it is designed to handle.

AudiencePractical use case
SEO professionalsIdentify high-value keywords and track rankings to improve organic search performance S77 S14.
PPC professionalsAnalyze competitor ad history and PPC keywords to refine ad strategies S78 S17.
Marketing agenciesUse API to automate reports and embed SpyFu data in client deliverables S17.
Business strategistsUse competitive data to define business goals and break myths S1.

Features

09

Features and capabilities

Core functions and evidence-backed product capabilities.

CapabilityWhat it does
Competitor keyword researchSee the SEO and PPC keywords competitors buy and rank for S14.
Ad history analysisAccess full Google Ads history for any website to see how competitors iterate S78 S17.
Site auditScan for 100+ technical and on-page issues that can hold your site back S14.
AI-powered fixesGenerate ready-to-review fixes for titles, links, content, and more S14.
API accessCustomize your marketing stack with fast, documented endpoints for bulk data export S14 S17.
Daily performance trackingMonitor keyword rankings, ad performance, and competitive positioning with detailed analytics S14.
10

Integrations and ecosystem

Connected products, exports, APIs, and workflow compatibility.

Integration or interfaceTypeWhat it enables
SpyFu APIAPIProvides access to SEO and PPC data for bulk queries and automation S17.
ChatGPTAI interfaceAllows exploring the SpyFu API within ChatGPT S17.
PDF exportData portabilityEnables sharing insights across teams via PDF reports S17.
llms.txtAI interfaceProvides a docs index for AI agents S17.

Pricing

11

Pricing and plans

Published plans, free access, trials, credits, and pricing limitations.

Plan or offerVerified price and billingIncludedLimits
Basic$39 per month billed monthly, or $29 per month billed annually S110k rows of search results, 10k rows of exports, 10+ years of history S11 tracking project S1
Pro + AI$59 first month, then $119 per month billed monthly, or $89 per month billed annually S1Unlimited search results, unlimited exports, 10+ years of history S1Not established
Team / Agency$249 per month billed monthly, or $187 per month billed annually S1Unlimited search results, unlimited exports, live site tracking S1Not established
Free tierLimited free searches on the site S1Not establishedNot established
API accessIncluded with Pro and Team memberships S17API access with included credits S1Not established

Competition

12

Competitive landscape

Domains competing for the same organic search demand.

Sampled competitors

CompetitorFirst-page appearancesSampled queriesAverage positionQueries observed
searchatlas.com111analyze competitor website
seranking.com112analyse competitor website
thecmo.com112analyze competitor website
semrush.com113analyse competitor website
manus.im113analyze competitor website
zapier.com114analyse competitor website
hubspotlabs.com114analyze competitor website
similarweb.com115analyse competitor website
seo.co115analyze competitor website
moz.com116analyse competitor website

Website intelligence — Collected evidence

Customers, testimonials, and first-party review claims

No supporting public-page evidence was collected for this category.

Independent review sources discovered

No links to supported independent review platforms were discovered on the collected pages.

Website intelligence — Scout synthesis

  • The homepage claims SpyFu data is "more PPC data than we've had at any point—and more coverage than you'll find anywhere else in the industry" (from the changelog) W84.
  • The changelog states the PPC expansion captures "far more ads, including long-tail and niche variations that used to be invisible" and "nearly everyone active in your space" W89.
  • Scout inference: SpyFu is directly competing on data coverage depth, particularly in PPC, against other competitive research tools.
14

AI visibility

Measured ChatGPT and Google AI mentions with cited sources.

AI-assistant referral traffic

  • Estimated current generative-AI referral share: 1.5%
MonthSource
—All AI assistants
—All AI assistants
—All AI assistants

Website intelligence — Collected evidence

Site-stated AI capabilities

Page typeEvidenceSource
otherFix issues faster with AI Generate ready-to-review fixes for titles, links, content, and more.https://www.spyfu.com/
pricing1,000 AI fixes / monthhttps://www.spyfu.com/mainpurchase/?page=default
pricing5,000 AI fixes / monthhttps://www.spyfu.com/mainpurchase/?page=default
pricing10,000 AI fixes / monthhttps://www.spyfu.com/mainpurchase/?page=default
integrationsFor AI agents: the docs index is at https://developer.spyfu.com/llms.txt. Append .md to any documentation page URL to get its markdown version.https://developer.spyfu.com/

These are first-party product claims, not independent measurements of AI-search visibility.

Website intelligence — Scout synthesis

  • The homepage headline reads "Win in AI & Google Search" W4.
  • It claims "SpyFu data transforms ChatGPT into a results engine" and "Even if your first question is 'What should I do?' SpyFu GPT takes it from there" W14W15.
  • The developer docs offer a ChatGPT integration: "Explore the SpyFu API in ChatGPT — Launch in ChatGPT" W56.
  • Pricing page lists "ChatGPT Integration - Get SpyFu data in ChatGPT" as a feature W37.
  • Scout inference: AI visibility is a central strategic theme, with both a ChatGPT GPT and AI-powered site fixes.
15

Marketing opportunities

Actions calculated directly from the collected evidence.

OpportunityRecommended actionEvidence
Competitor gapReview the sampled queries where searchatlas.com appears.1 first-page appearances across analyze competitor website

Website intelligence — Collected evidence

Website evidence gaps

  • features: no usable public page was collected; verify whether the site publishes this evidence.
  • customers: no usable public page was collected; verify whether the site publishes this evidence.
  • reviews: no usable public page was collected; verify whether the site publishes this evidence.
  • identity: no usable public page was collected; verify whether the site publishes this evidence.
  • technical: no usable public page was collected; verify whether the site publishes this evidence.

Website intelligence — Scout synthesis

  • The homepage offers "Pre-built Google Ads Campaigns" as a feature on the pricing page W39.
  • The changelog highlights a major PPC data expansion, creating opportunities for users to find "long-tail and niche variations" and "more advertisers" W89.
  • The developer API enables custom integrations: "Customize your marketing stack with the SpyFu API" W57.
  • Scout inference: The expanded PPC dataset and API access are likely key selling points for agencies and power users.

Trust and proof

16

Customers, proof, and reviews

Published proof, customer signals, and review evidence.

Independent reviews

PlatformPageHow it was foundNote
CapterraSpyFu Reviews 2026. Verified Reviews, Pros & Cons / CapterraGrounded web search# Reviews of SpyFu Ease of use 4.4 Customer Service 4.3 ## Pros and Cons in Reviews ... “Some of the Paid Ads data is a little ... ### "Great Tool for Competitor Keyword and Ad Research" December 12, 2025 4.0 Overall, my experience with SpyFu was very positive. The platform excels at competitive research and provides valuable insights for both SEO and PPC strategy development. Once familiar with the interface, it becomes a powerful tool for identifying keyword opportunities and understanding com
TrustRadiusSpyFu Overview, Reviews, Pricing 2026 / TrustRadiusGrounded web searchWe use SpyFu to monitor the competitveness and cost of keywords for running PPC campaigns, and also to see what terms our clients' competitors are ranking for to see what keyword opportunities present themself in each B2B industry we work in. The historic data SpyFu helps us see past, current and future opportunities. ... #### Cons ... - Data for Smaller Companies with less traffic - Data Accuracy - Presentation of data ... - Help provide data for 10:1 ROI PPC campaigns - Cost saving of not targ
G2Pro e contro di SpyFu / Preferenze e antipatie degli utentiGrounded web search4.6/5(518) ###### 4.6 su 5 stelle 5 star 77% 4 star 19% 3 star 1% 2 star 1 star ... Alcuni utenti notano problemi di imprecisione dei dati nei mercati di nicchia, potenzialmente perdendo informazioni importanti sugli annunci dei concorrenti. (3
trustradius.comSpyFu for Competitive Intelligence / TrustRadiusGrounded web searchSpyFu is an essential source of information that can be used to set the initial assumptions guiding a digital marketing campaign. However, because the data is not a primary source it would be a mistake to continue to guide campaign decisions in the long haul using this tool. Google Analytics and primary source advertising data is ultimately the key.
G2Compare Similarweb and SpyFu Social Share OptionsGrounded web searcha score of 9.0, highlighting its comprehensive database and ... 9.1, making it a preferred choice for small businesses looking for quick implementation. Similarweb, with a score of ... * Reviewers mention that SpyFu'sQuality of Supportis rated at 9.0
G2Compare Semrush and SpyFu Social Share OptionsGrounded web searchSpyFu(513)4.6 out of 5SpyFu ... All of the estimates and analytics. I've plugged in multiple clients to this tool and it's definitely not accurate. ... " of competitors. SEO Recon reports are an unparalleled snapshot of client situation and
CapterraCompare SE Ranking vs SpyFu 2026 / CapterraGrounded web searchon 298 reviews Positive 288 Neutral 5 Negative 5 ## SpyFu 4.4 (145) Starting Price $59.00/month Value-for-Money 4.3 Functionality 4.3 Ease of Use 4.4 Customer Service 4.3 Reviews Sentiment Based on 145 reviews Positive 133 Neutral 12
G2Compare Labrika and SpyFu Social Share OptionsGrounded web searchBy Dmitry SpyFu(513)4.6 out of 5SpyFu By SpyFu ... Most Helpful Critical Review SpyFu Most Helpful Favorable Review SM Susan M. Verified User in ... of competitors. SEO Recon reports are an unparalleled snapshot of client situation and
G2Compare BrightEdge and SpyFu Social Share OptionsGrounded web searchSpyFu Most Helpful Favorable Review SM Susan M. Verified User in Marketing ... Kombat ad and organic terms comparison views are a quick but powerful venn ... "territories" of competitors. SEO Recon reports are an unparalleled snapshot of client

Customer proof

No named customers, testimonials, or customer case studies were found.

Independent mentions

  • Compare Majestic SEO vs SpyFu 2026 / TrustRadius — / / Majestic SEO / SpyFu / / --- / --- / --- / ... is a really great tool if your company is spending considerable resources on ongoing SEO efforts ... I would say this is more or less essential if you want to know what your competitors

External links were grounded in one live web search. Search snippets are leads, not independently scraped page content; rejected links remain available in Review evidence.

17

Company, security, and trust

Ownership, policies, security signals, and public trust evidence.

SignalFindingSource
Company and ownershipSpyFu President and Founder Mike Roberts understands search marketing from different angles. Having founded SpyFu in 2006 and introduced Recon Files in 2010, he led the charge in transforming the way search marketers crasource
Contact and supportSpyFu started in 2005 in Mike Roberts' garage. We continue to problem-solve for value-creators and entrepreneurs. Email: support@spyfu.comsource
Legal and privacyCancel Add Websitesource
Security and complianceNot published on the collected pages.—
Uptime and status pageNot published on the collected pages.—
Domain registered2006-02-23—
Domain expires2027-02-23—

Not found on the collected pages: security and compliance, uptime and status page. This only means Scout did not find it on the pages it read; it says nothing about the company itself.

18

Documentation and product updates

Help resources, product guidance, and visible changes over time.

Resource or updateTypeWhat is availableDate or freshness
Contact and supportSupportPublic contact and support channel. (source)Not dated
SpyFu Developer DocsDocumentationDocumentation is publicly available. (source)Not dated

Not found in the collected public sources: public roadmap, changelog or release notes, status page, separate help center or knowledge base.

Technical

19

Technical and delivery signals

Delivery model, platforms, API, data ownership, reliability claims and release activity.

SignalFindingSource
Delivery model (cloud, self-hosted, desktop, browser extension)SpyFu is a web-based platform S14.S14
Platforms and appsAvailable on web S14.S14
API and extensibility (API, SDK, webhooks, MCP, plugins)Provides a REST API with endpoints for SEO and PPC data S17.S17
Data ownership and exportSupports exports and PDFs for sharing insights S17.S17
Performance and reliability claimsData is updated every 15 minutes S14.S14
Release activityNot published on the collected pages.—
20

Measured infrastructure

Domain, certificate, and hosting signals, measured directly.

SignalFinding
Domain registered2006-02-23 — GoDaddy.com, LLC
Domain expires2027-02-23
First archived2006-10-25 — web archive
TLS certificateStarfield Technologies, valid, expires 2027-02-02
Security headersnone served
Headers not servedHSTS, CSP, X-Content-Type-Options, X-Frame-Options, Referrer-Policy
Server headercloudflare
Mail handled byspyfu-com.mail.protection.outlook.com
Nameserversns-1478.awsdns-56.org, ns-17.awsdns-02.com

Not measurable: rdap: exceeded the overall budget; wayback: exceeded the overall budget; tls: exceeded the overall budget; dns: exceeded the overall budget; headers: exceeded the overall budget. A gap here means the lookup was unavailable, not that the finding is negative.

21

Technical site audit

A bounded multi-page crawl with page-level issues and URLs.

Scout — Bounded technical crawl

  • Pages crawled: 15 of 15 maximum
  • Technical health: 76/100
  • Critical issues: 0
  • Warnings: 65
  • Notices: 15

Issues

SeverityIssueValueAffected URL
warningTitle length should be reviewed66https://www.spyfu.com/
warningMissing meta description—https://www.spyfu.com/
warningMissing canonical URL—https://www.spyfu.com/
noticeImages are missing alt text11https://www.spyfu.com/
warningTitle length should be reviewed66https://www.spyfu.com/
warningMissing meta description—https://www.spyfu.com/
warningMissing canonical URL—https://www.spyfu.com/
noticeImages are missing alt text11https://www.spyfu.com/
warningPage should have one primary H10https://www.spyfu.com/blog/
noticeImages are missing alt text1https://www.spyfu.com/blog/
warningPage should have one primary H12https://www.spyfu.com/mainpurchase/?page=default
noticeImages are missing alt text1https://www.spyfu.com/mainpurchase/?page=default
warningTitle length should be reviewed66https://www.spyfu.com/auth/login
warningMissing meta description—https://www.spyfu.com/auth/login
warningPage should have one primary H10https://www.spyfu.com/auth/login
warningMissing canonical URL—https://www.spyfu.com/auth/login
noticeLow visible word count0https://www.spyfu.com/auth/login
warningTitle length should be reviewed66https://www.spyfu.com/site-audit
warningMissing meta description—https://www.spyfu.com/site-audit
warningPage should have one primary H10https://www.spyfu.com/site-audit
warningMissing canonical URL—https://www.spyfu.com/site-audit
noticeLow visible word count0https://www.spyfu.com/site-audit
warningTitle length should be reviewed66https://www.spyfu.com/ppc/overview
warningMissing meta description—https://www.spyfu.com/ppc/overview
warningPage should have one primary H10https://www.spyfu.com/ppc/overview
warningMissing canonical URL—https://www.spyfu.com/ppc/overview
noticeLow visible word count0https://www.spyfu.com/ppc/overview
warningTitle length should be reviewed66https://www.spyfu.com/ppc/keywords
warningMissing meta description—https://www.spyfu.com/ppc/keywords
warningPage should have one primary H10https://www.spyfu.com/ppc/keywords
warningMissing canonical URL—https://www.spyfu.com/ppc/keywords
noticeLow visible word count0https://www.spyfu.com/ppc/keywords
warningTitle length should be reviewed66https://www.spyfu.com/ppc/competitors
warningMissing meta description—https://www.spyfu.com/ppc/competitors
warningPage should have one primary H10https://www.spyfu.com/ppc/competitors
warningMissing canonical URL—https://www.spyfu.com/ppc/competitors
noticeLow visible word count0https://www.spyfu.com/ppc/competitors
warningTitle length should be reviewed66https://www.spyfu.com/ppc/kombat
warningMissing meta description—https://www.spyfu.com/ppc/kombat
warningPage should have one primary H10https://www.spyfu.com/ppc/kombat
warningMissing canonical URL—https://www.spyfu.com/ppc/kombat
noticeLow visible word count0https://www.spyfu.com/ppc/kombat
warningTitle length should be reviewed66https://www.spyfu.com/ppc/adwords-advisor
warningMissing meta description—https://www.spyfu.com/ppc/adwords-advisor
warningPage should have one primary H10https://www.spyfu.com/ppc/adwords-advisor
warningMissing canonical URL—https://www.spyfu.com/ppc/adwords-advisor
noticeLow visible word count0https://www.spyfu.com/ppc/adwords-advisor
warningTitle length should be reviewed66https://www.spyfu.com/ppc/ad-history
warningMissing meta description—https://www.spyfu.com/ppc/ad-history
warningPage should have one primary H10https://www.spyfu.com/ppc/ad-history
warningMissing canonical URL—https://www.spyfu.com/ppc/ad-history
noticeLow visible word count0https://www.spyfu.com/ppc/ad-history
warningTitle length should be reviewed66https://www.spyfu.com/recon
warningMissing meta description—https://www.spyfu.com/recon
warningPage should have one primary H10https://www.spyfu.com/recon
warningMissing canonical URL—https://www.spyfu.com/recon
noticeLow visible word count0https://www.spyfu.com/recon
warningTitle length should be reviewed66https://www.spyfu.com/rank-tracking
warningMissing meta description—https://www.spyfu.com/rank-tracking
warningPage should have one primary H10https://www.spyfu.com/rank-tracking
warningMissing canonical URL—https://www.spyfu.com/rank-tracking
noticeLow visible word count0https://www.spyfu.com/rank-tracking
warningTitle length should be reviewed66https://www.spyfu.com/seo/overview
warningMissing meta description—https://www.spyfu.com/seo/overview
warningPage should have one primary H10https://www.spyfu.com/seo/overview
warningMissing canonical URL—https://www.spyfu.com/seo/overview
noticeLow visible word count0https://www.spyfu.com/seo/overview
warningDuplicate title in audit sample13https://www.spyfu.com/
warningDuplicate title in audit sample13https://www.spyfu.com/
warningDuplicate title in audit sample13https://www.spyfu.com/auth/login
warningDuplicate title in audit sample13https://www.spyfu.com/site-audit
warningDuplicate title in audit sample13https://www.spyfu.com/ppc/overview
warningDuplicate title in audit sample13https://www.spyfu.com/ppc/keywords
warningDuplicate title in audit sample13https://www.spyfu.com/ppc/competitors
warningDuplicate title in audit sample13https://www.spyfu.com/ppc/kombat
warningDuplicate title in audit sample13https://www.spyfu.com/ppc/adwords-advisor
warningDuplicate title in audit sample13https://www.spyfu.com/ppc/ad-history
warningDuplicate title in audit sample13https://www.spyfu.com/recon
warningDuplicate title in audit sample13https://www.spyfu.com/rank-tracking
warningDuplicate title in audit sample13https://www.spyfu.com/seo/overview

Crawled pages

StatusTitleH1sWordsResponseURL
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO11832140 mshttps://www.spyfu.com/
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO11832278 mshttps://www.spyfu.com/
200The Official SpyFu Blog01193352 mshttps://www.spyfu.com/blog/
200SpyFu Pricing -- Starting at $29 a Month2752970 mshttps://www.spyfu.com/mainpurchase/?page=default
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO00251 mshttps://www.spyfu.com/auth/login
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO00111 mshttps://www.spyfu.com/site-audit
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO0075 mshttps://www.spyfu.com/ppc/overview
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO0053 mshttps://www.spyfu.com/ppc/keywords
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO0079 mshttps://www.spyfu.com/ppc/competitors
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO0072 mshttps://www.spyfu.com/ppc/kombat
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO0052 mshttps://www.spyfu.com/ppc/adwords-advisor
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO0047 mshttps://www.spyfu.com/ppc/ad-history
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO0088 mshttps://www.spyfu.com/recon
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO00119 mshttps://www.spyfu.com/rank-tracking
200SpyFu - Competitor Keyword Research Tools for Google Ads PPC & SEO0083 mshttps://www.spyfu.com/seo/overview

This is a bounded Scout crawl. Core Web Vitals and Lighthouse scores are not claimed unless a dedicated performance audit is connected.

22

Search Console and Analytics

First-party search and behavioral data connection state.

Modeled acquisition channels

ChannelEstimated share
direct57.8%
search34.5%
search organic30.6%
search paid4.0%
social0.3%
social organic0.3%
social paid0.0%
referrals4.1%
paid referrals1.1%
mail0.6%
gen ai1.5%
affiliate0.1%
other0.0%

First-party connections

IntegrationStatusData available after connection
Google Search ConsoleNot connectedClicks, impressions, CTR, average position, queries, pages, countries, and devices
Google AnalyticsNot connectedOrganic sessions, engagement, landing pages, conversions, geography, and devices

No first-party Search Console or Analytics numbers are shown until the site owner authorizes the corresponding Google account. Scout traffic model values above are modeled estimates, not private analytics totals.

Website intelligence — Scout synthesis

  • The homepage mentions "daily performance tracking" and "detailed analytics" for keyword rankings and ad performance W19W20.
  • Scout inference: No direct mention of Google Search Console integration appears in the catalog.

Limits and method

23

Limitations and open questions

Known constraints and missing evidence from the collected pages.

The collected pages do not mention any competitors by name. Evidence gaps include lack of detailed security and compliance information, no explicit uptime guarantees, and no release history. Open questions remain about the full scope of the free tier and specific API rate limits beyond what is stated.

24

Sources, method, and limitations

Evidence inventory, collection method, provider use, and constraints.

This report is based on 8 collected pages from spyfu.com, including the homepage, company page, developer docs, and API reference pages. The collector used static and browser rendering rendering, with a sitemap mapping 500 URLs. External proof search was enabled but only discovered a G2 profile without scraping its content. Limitations include incomplete coverage of the site (8 of 15 pages) and reliance on page content that may be promotional.

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