SpyFu

SpyFu exposes the search marketing secret formula of your most successful competitors.

SEO & Content Tools
★★★★☆ 4.2
2005 Founded
11-50 Employees
200,000+ monthly users Customers
Scottsdale, AZ, United States Headquarters
Visit Website

Quick Facts

Website
spyfu.com →
Starting Price
39
Pricing Model
tiered
Company Type
private
Social
LinkedIn Twitter/X

About SpyFu

SpyFu is an American search analytics and marketing intelligence company focused on helping businesses "spy" on competitors’ search strategies and turn those insights into profitable SEO and PPC campaigns. The SaaS platform lets users enter any domain and instantly see the keywords it ranks for organically, the Google Ads terms it bids on, historical ad copy, and estimated traffic and spending. With deep keyword research, multi-domain comparison (Kombat), rank tracking, backlink analysis, and white‑label reporting, SpyFu aims to be the core research engine behind search programs for agencies, in‑house teams, and solo marketers.

The company was originally launched as GoogSpy and rebranded as SpyFu in 2005. It is based in Scottsdale, Arizona, and built on web‑scraped SERP data that now spans nearly two decades. Over time, SpyFu expanded from basic keyword spying to a full competitive intelligence suite: SEO research, PPC research, domain leads and "top lists" of big advertisers, and automated client reporting. More recently, it has layered on AI-driven capabilities like RivalFlow AI for content optimization and SpyFu GPT, which exposes SpyFu’s data directly inside ChatGPT.

SpyFu has carved out a niche as a cost‑effective alternative to heavyweight all‑in‑one platforms such as Semrush and Ahrefs. Reviews on G2, Capterra, TrustRadius and independent sites generally highlight its value-for-money, breadth of competitive data, and accessibility for non‑experts. The platform is particularly popular with small and midsize marketing agencies that need to pitch, plan, and report on campaigns across many clients without incurring high per‑seat fees.

While it doesn’t try to be a full marketing cloud, SpyFu is well regarded for its depth of historical search data and practical workflows that map directly to keyword research, competitor analysis, and PPC planning. Its focus on competitive visibility—plus relatively low pricing, unlimited searches on higher tiers, and money‑back guarantees—has helped it maintain a strong position in the SEO and PPC tooling landscape.

Key Features

Domain and keyword competitor research - enter any domain to see its organic rankings, paid keywords, ad copy and strongest competitors.

PPC competitor analysis - uncover every Google Ads keyword competitors have bought, historical ad tests, and estimated spend to copy what works and avoid costly mistakes.

SEO keyword research - generate keyword ideas with search volume, CPC, advertiser competition and difficulty metrics to plan SEO and PPC campaigns.

Kombat multi-domain comparison - compare up to three domains to find overlapping and unique keywords, revealing gaps and opportunities in your strategy.

Rank tracking - monitor your own and competitors' rankings and estimated clicks for target keywords across major search engines over time.

Backlink analysis and outreach - identify competitor backlinks you lack and export site and contact details to prioritize link-building outreach.

SERP analysis and ranking history - review historical SERP compositions and keyword ranking histories to understand algorithm changes and competitor moves.

Domain leads and top lists - build lists of potential prospects by filtering millions of domains by ad spend, SEO traffic, industry, location, and technology stack.

Projects and keyword grouping (MySpyFu) - organize keywords into projects, groups and labels, track performance rollups, and set alerts on important changes.

Custom branded SEO & PPC reports - create white-label PDF reports (such as Recon Files and Google Ads Advisor reports) for clients and stakeholders.

RivalFlow AI content optimization - use AI-driven recommendations to improve existing content on specific URLs and close keyword and topic gaps.

SpyFu GPT & ChatGPT integration - query live SpyFu keyword, domain and ad data directly inside ChatGPT via a custom GPT and API streaming.

API access - programmatically pull keyword, domain, ad history, competitor and backlink data into internal dashboards, tools and workflows.

International SEO data - research Google search results and competitors across dozens of supported countries, not just the United States.

Pros & Cons

👍 Pros

  • Powerful competitor keyword and ad research across both SEO and Google Ads, with 10+ years of historical data to analyze trends.
  • Significantly more affordable than many all-in-one SEO suites while still offering deep competitive intelligence and unlimited searches on higher tiers.
  • Interface and workflows that many reviewers find easier and less overwhelming than larger platforms like Semrush or Ahrefs.
  • Strong fit for agencies and consultants thanks to multi-domain comparisons, project organization, domain leads and white-label client reports.
  • Responsive support via live chat, email and 1:1 demos, with many users noting fast, friendly help and a generous 30-day money-back guarantee.

👎 Cons

  • Data accuracy and coverage can be inconsistent, especially for smaller or niche sites and some non-US or local markets, so numbers are best treated as directional.
  • Interface and navigation can feel cluttered or unintuitive in certain areas, and some campaign/report setup workflows are seen as clunky.
  • Estimated PPC spend and click data sometimes do not align closely with first-party analytics, which can undermine confidence for precision forecasting.
  • Feature depth for technical/on-page SEO and broader multi-channel marketing is more limited than in large enterprise SEO platforms.

User Reviews

G2
4.6
★★★★★
Capterra
4.5
★★★★★
TrustRadius
7.0
★★★★★

Integrations

Google Search Console ChatGPT RivalFlow AI Okta Single Sign-On Firebase Autonoly workflow automation platform

Best For

Company Size

smb mid-market enterprise

Industries

Marketing & Advertising Digital Agencies Technology & SaaS E-commerce Professional Services

Use Cases

Keyword research and search demand analysis SEO competitor analysis and gap discovery PPC campaign planning, optimization and negative keyword discovery Content strategy, topic ideation and updating underperforming pages Backlink prospecting and outreach based on competitor link profiles Sales and partnership prospecting using domain leads and top advertiser lists

FAQ

What is SpyFu?

+

SpyFu is a search marketing intelligence platform that shows you what your competitors are doing in SEO and Google Ads. By entering any domain, you can see the keywords it ranks for, the paid keywords it bids on, historical ad copy, estimated clicks and spend, and who its top competitors are. Marketers use SpyFu for keyword research, competitive analysis, rank tracking, backlink discovery, domain lead generation and producing client-ready SEO and PPC reports.

How much does SpyFu cost?

+

SpyFu's paid plans start with the Basic plan at $39 per month, or $29 per month when billed annually. The Pro + AI plan, which adds unlimited search results and exports plus AI features like RivalFlow and SpyFu GPT, is $119 per month standard (with discounted first-month and annual pricing). The Team / Agency plan starts at $249 per month, or $187 per month when billed annually, and includes more tracked keywords, unlimited reports and multiple user seats. There is no time-limited free trial, but there is a free version with limited data and a 30-day money-back guarantee.

What are the main features of SpyFu?

+

Core SpyFu features include competitive domain and keyword research for both SEO and Google Ads, PPC ad history and budget estimates, the Kombat multi-domain comparison tool, keyword research with rich metrics, and rank tracking across major search engines. It also offers backlink analysis and outreach lists, domain leads and top advertiser lists, project-based keyword organization, and white-label SEO and PPC reports. On higher tiers, SpyFu adds AI capabilities like RivalFlow AI content optimization, SpyFu GPT and ChatGPT integration, as well as API access to its full data set.

Who are SpyFu's main competitors?

+

SpyFu competes with a range of SEO and search marketing platforms. The most frequently compared alternatives include Semrush, Ahrefs, Moz Pro, SE Ranking and Similarweb. Enterprise SEO platforms such as BrightEdge and Conductor, and specialized rank tracking tools like Advanced Web Ranking, are also common comparison points depending on the buyer's needs, budget and desired feature depth.

Is SpyFu good for small businesses?

+

Yes. SpyFu is particularly appealing to small businesses and agencies because it provides deep competitive insight at a relatively low monthly price, and its interface is generally easier to learn than some larger enterprise tools. Small teams can use it to find high-value keywords, understand how bigger competitors are winning in search, and generate client or stakeholder reports without committing to expensive per-seat licenses. The main caveat for very small or hyperlocal businesses is that data for tiny or new sites can be sparse, so results should be used directionally and supplemented with first-party analytics.

Book a Call

Ready to Scale Your Pipeline?

Schedule a free strategy call with our sales development experts.

SCHEDULE A MEETING TODAY!
1
2
3
4

Enter Your Details

Select Your Meeting Date

MONTUEWEDTHUFRI

Pick a Day

MONTUEWEDTHUFRI

Pick a Time

Select a date

Confirm

SalesHive API 0 total meetings booked
SCHEDULE A MEETING TODAY!
1
2
3
4

Enter Your Details

Select Your Meeting Date

MONTUEWEDTHUFRI

Pick a Day

MONTUEWEDTHUFRI

Pick a Time

Select a date

Confirm

New Meeting Booked!